|前言|
PREFACE
2023年冬季，随着哈尔滨因“小土豆”而名声大噪，冰雪文旅迅速崛起成为国家激活冬季文旅新经济的关键领域。据《中国冰雪产业发展研究报告（2024）》预测，2024年冰雪产业规模将突破9700亿元大关。在此背景下，国家频发政策信号力推冰雪经济高质量发展，各大冰雪旅游城市纷纷提前布局冬季文旅市场，老牌冰雪城市如哈尔滨持续深耕，新兴目的地如兴安盟、阿勒泰亦积极加入，共同探寻流量增长点及精良体验内容的创新路径，以实现从“流量”到“存量”的有效转化，本文将从国家政策指引及地方准备情况出发，对冰雪文旅目的地的创意发展策略进行简要剖析。
In the winter of 2023, with Harbin becoming famous for its "little potatoes", ice and snow tourism will rapidly rise as a key area for the country to activate the new winter tourism economy. According to the "Research Report on the Development of China's Ice and Snow Industry (2024)", it is predicted that the scale of the ice and snow industry will exceed 970 billion yuan by 2024. In this context, the frequent policy signals from the country are promoting high-quality development of the ice and snow economy. Major ice and snow tourism cities have been laying out their winter cultural and tourism markets in advance. Established ice and snow cities such as Harbin continue to deepen their cultivation, while emerging destinations such as Xing'an League and Altay actively join in, jointly exploring innovative paths for traffic growth points and excellent experience content, in order to achieve effective transformation from "traffic" to "stock". This article will briefly analyze the creative development strategies of ice and snow cultural and tourism destinations from the perspective of national policy guidance and local preparation.
|正文|
TEXT PART
随着2024国际冬季运动（北京）博览会的召开，《中国冰雪产业发展研究报告（2024）》正式面世，揭示了冰雪产业的蓬勃生机。报告预测，2024年冰雪产业规模将达到9700亿元，次年有望突破万亿元大关。这一趋势不仅体现在北方省份，南方地区也展现出浓厚的冰雪旅游热情，形成了“专业运动+大众娱乐”与“北上南进+主客共享”的冰雪旅游新模式。
With the convening of the 2024 International Winter Sports (Beijing) Expo, the "Research Report on the Development of China's Ice and Snow Industry (2024)" has been officially released, revealing the vigorous vitality of the ice and snow industry. The report predicts that the scale of the ice and snow industry will reach 970 billion yuan in 2024, and is expected to exceed the trillion yuan mark the following year. This trend is not only reflected in the northern provinces, but also in the southern regions, which have shown a strong enthusiasm for ice and snow tourism, forming a new model of ice and snow tourism that combines "professional sports+mass entertainment" and "northward and southward travel+host guest sharing".
国家政策方面，国务院新闻办公室发布了《关于以冰雪运动高质量发展激发冰雪经济活力的若干意见》，强调要推进冰雪经济区域协调发展，因地制宜发展差异化、特色化冰雪旅游。这为国家冰雪文旅的发展指明了方向，即围绕“特色化”、“全产业链”和“北上南进、主客共享”等核心命题进行创新。
In terms of national policies, the State Council Information Office has issued several opinions on stimulating the vitality of the ice and snow economy through high-quality development of ice and snow sports, emphasizing the need to promote coordinated regional development of the ice and snow economy, and develop differentiated and distinctive ice and snow tourism according to local conditions. This has pointed out the direction for the development of national ice and snow tourism, which is to innovate around core propositions such as "specialization", "full industry chain", and "northward and southward expansion, and shared benefits between hosts and guests".
在新雪季来临之际，北方各省积极准备承接流量。哈尔滨作为冰雪旅游的先行者，启动了“百日行动”，通过丰富文旅内容和提升服务质量，持续擦亮“冰雪之冠·大美龙江”品牌。吉林省则通过深化与南方省份的合作，发布多样化冰雪旅游路线，展现丰富的冰雪旅游产品和深厚的冰雪文化。阿勒泰地区依托优质的冰雪资源，打造国际著名冰雪产业大区，推出多元冰雪消费场景，构建“冰雪+”产业协同发展格局。
As the new snow season approaches, northern provinces are actively preparing to receive traffic. Harbin, as a pioneer in ice and snow tourism, has launched the "Hundred Day Action" to enrich cultural and tourism content and improve service quality, continuously polishing the "Crown of Ice and Snow - Great Beauty Longjiang" brand. Jilin Province has deepened cooperation with southern provinces, released diversified ice and snow tourism routes, and showcased rich ice and snow tourism products and profound ice and snow culture. Altay region relies on high-quality ice and snow resources to create an internationally renowned ice and snow industry zone, launch diverse ice and snow consumption scenarios, and build a "ice and snow+" industry coordinated development pattern.
对于冰雪文旅目的地的未来发展，打造特色化旅游爆点、塑造地方独特气质冰雪品牌是首要任务。各地需探索城市历史与冰雪的渊源，结合城市独特气质，讲好城市故事，吸引游客并转化为存量经济。同时，全产业链发展冰雪经济也是关键。各地应结合自身城市资源，以冰雪运动为原点，推动冰雪运动、冰雪文化、冰雪装备、冰雪旅游的全面发展，实现经济效益的反哺和良性循环。
The primary task for the future development of ice and snow cultural tourism destinations is to create distinctive tourism hotspots and shape unique local ice and snow brands. Various regions need to explore the origin of urban history and ice and snow, combine the unique temperament of the city, tell the story of the city well, attract tourists and transform it into a stock economy. Meanwhile, the development of the ice and snow economy across the entire industry chain is also crucial. Each region should combine its own urban resources, take ice and snow sports as the starting point, promote the comprehensive development of ice and snow sports, ice and snow culture, ice and snow equipment, and ice and snow tourism, and achieve the feedback of economic benefits and a virtuous cycle.
北上南进+主客共享”是如今冰雪文旅的主要命题，让北方旅客向更北去，让南方游客往北方走，让所有人宾至如归，共享冰雪繁荣经济。当前，众多北方旅游城市正积极在南方地区举办冰雪旅游推广活动，并签订旅游合作协议。为实现这一融合目标，北方城市需关注以下策略：
The main theme of ice and snow tourism today is "Northbound Southbound+Host Guest Sharing", which encourages northern tourists to go further north and southern tourists to go north, making everyone feel at home and sharing the prosperity of the ice and snow economy. Currently, many northern tourist cities are actively holding ice and snow tourism promotion activities in the southern region and signing tourism cooperation agreements. To achieve this integration goal, northern cities need to pay attention to the following strategies:
一是推进冰雪旅游的数字化转型，建立基于大数据的游客偏好分析体系，灵活调整旅游产品与营销策略，精准对接南方游客偏好的冰雪活动及网络热点；
One is to promote the digital transformation of ice and snow tourism, establish a tourist preference analysis system based on big data, flexibly adjust tourism products and marketing strategies, and accurately connect with the ice and snow activities and online hotspots preferred by southern tourists;
二是增强游客互动性，开发个性化线路规划工具，鼓励游客参与需求反馈与服务评价，提升旅游体验；
The second is to enhance tourist interaction, develop personalized route planning tools, encourage tourists to participate in demand feedback and service evaluation, and improve the tourism experience;
三是与南方城市建立季节性文旅合作机制，整合双方文旅资源，实现全年文旅经济的持续繁荣，共同推动冰雪文旅的高质量发展。
The third is to establish a seasonal cultural and tourism cooperation mechanism with southern cities, integrate cultural and tourism resources from both sides, achieve sustained prosperity of the cultural and tourism economy throughout the year, and jointly promote the high-quality development of ice and snow cultural tourism.
【结语】
C O N C L U S I O N
随着冰雪经济蓄势待发，北方各旅游城市积极响应国家号召，加速文旅消费布局，通过制定旅游行动计划、开发多样化旅游路线及举办冰雪节庆、赛事、会议和展览等活动，丰富雪季旅游业态，旨在激发2024年冰雪经济的巨大潜力。在此背景下，各冰雪旅游目的地应聚焦打造特色旅游亮点、塑造地方冰雪品牌，推动冰雪经济全产业链发展，并促进南北文旅融合与共享，共同期待新雪季为北方文旅带来新机遇，助力中国冰雪经济迈上新台阶。
As the ice and snow economy is poised to take off, various tourist cities in the north are actively responding to the national call to accelerate their cultural and tourism consumption layout. By formulating tourism action plans, developing diversified tourism routes, and organizing ice and snow festivals, events, conferences, and exhibitions, they aim to enrich the tourism industry during the snow season and stimulate the huge potential of the ice and snow economy in 2024. In this context, various ice and snow tourism destinations should focus on creating distinctive tourism highlights, shaping local ice and snow brands, promoting the development of the entire industry chain of ice and snow economy, and promoting the integration and sharing of culture and tourism between the north and the south. We hope that the new snow season will bring new opportunities for culture and tourism in the north and help China's ice and snow economy reach a new level.
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