党的十八大以来，习近平总书记在地方考察期间多次走访当地古城老街，察看历史文脉的保护与传承并 作出重要指示，为做好新时代城乡历史文化保护传承工作指明了前进方向，提供了根本遵循。各地落实 总书记指示精神开展工作，不少古城呈现出特色更加鲜明、消费活力迸发的良好局面，展现出蓬勃生 机。这些古城文旅做对了什么？又带来哪些启示？今天起本报推出"古城文旅如何出彩"系列报道。 河道蜿蜒，倒映白墙黛瓦；摇橹声声，划出碧波粼粼……浙江的古镇、古街、古村落，以流水为笔，用 青石作纸，就能勾勒出千年江南的神韵。如今，古镇游已成为浙江文旅的一块金字招牌，嘉兴的乌镇、 西塘等知名景点早已名声在外，濮院古镇、太湖演艺城等新建古镇也广受青睐，5A级古镇旅游景区数 量位居全国前列，古镇旅游搜索热度、游客满意度及在线旅游平台关注度等核心指数也名列前茅。浙江 古镇在做好保护与开发的过程中，不断诠释江南水乡的独特魅力，让旅游资源释放出不竭的发展动力。 打造主题场景 今年是乌镇戏剧节举办的第12个年头，也是世界互联网大会乌镇峰会连续举办的第11年，入冬前后这两 场盛会的举办，让乌镇人气持续高涨。今年的乌镇戏剧节人流量创新高，整个园区的接待量达到35万 ...

Core Insights - The article discusses the transformation and evolution of the cultural tourism industry in China, emphasizing the importance of emotional resonance and community engagement in creating sustainable tourism projects [3][4][5][6]. Group 1: Revitalization of Ancient Towns - The article highlights the successful revitalization of ancient towns like Wuzhen and Huangling, where projects focus on deep cultural roots and emotional connections rather than superficial attractions [4][5]. - Wuzhen's annual drama festival achieved over 1 billion online views, showcasing the added value of cultural events [4]. - Huangling transformed from a dilapidated village into a top tourist destination, attracting over 3 million visitors last year by creating a "shaiqiu" (sun-drying) cultural ecosystem [5]. Group 2: Blurring Boundaries in Tourism - The article notes a shift in tourism from traditional sightseeing to immersive experiences, with places like Anaya and Tao Xichuan redefining space value by integrating social, artistic, and commercial elements [6][7]. - Anaya has become a spiritual home for urban dwellers, generating an operational income of over 3 billion yuan and welcoming 4.8 million visitors annually [9]. - Tao Xichuan's transformation from a derelict factory to a vibrant cultural hub has created over 120,000 jobs and attracted thousands of artisans [10]. Group 3: Industry Challenges and Opportunities - The article addresses the increasing homogenization in the cultural tourism sector, with operators recognizing the need for differentiation and innovation to meet diverse consumer demands [14][16]. - Operators like Wu Guoping emphasize the importance of emotional engagement and brand building as key strategies for navigating industry challenges [16]. - The shift in consumer behavior towards valuing emotional resonance over mere sightseeing is highlighted, indicating a need for tourism offerings to evolve accordingly [14][16].

Core Insights - The article emphasizes that successful projects in the cultural tourism industry are those that resonate emotionally with people and grow organically from the land, rather than being artificially created by capital [1] Group 1: Industry Trends - The cultural tourism industry in China is facing increasing homogenization, with a pressing need for transformation as visitor demands become more diverse and demographic changes occur [12] - Operators are recognizing the importance of emotional resonance in attracting visitors, as younger generations are willing to spend on experiences that connect with their feelings rather than just sightseeing [13][15] Group 2: Successful Case Studies - The transformation of Wuzhen, led by Chen Xianghong, showcases the value of cultural events like the Wuzhen Theatre Festival, which achieved over 1 billion online views this year, highlighting the added value of humanistic arts [2] - Huangling's evolution from a dilapidated village to a top tourist destination involved creating a "sun-drying" industry that attracts over 3 million visitors annually, demonstrating the potential of leveraging unique cultural elements [4] - Anaya's development into a community-focused space integrates arts and social interactions, achieving an operational revenue of over 3 billion yuan and attracting 4.8 million visitors annually [8] - The revitalization of Tao Xichuan by Liu Zili emphasizes preserving cultural heritage while fostering a creative community, growing from 55 creators to over 30,000 in ten years [9] - Zhengjia Plaza's shift from traditional retail to a cultural tourism hub has increased visitor engagement, extending average stay times and diversifying revenue streams [10] Group 3: Strategic Insights - Industry leaders stress the need to shift focus from merely creating attractions to building emotional connections and meaningful experiences for visitors [15] - The importance of brand building is highlighted as a key factor for enduring success in the cultural tourism sector, as it fosters trust and recognition among consumers [15]

Core Viewpoint - The company has developed its own online sales platform for travel agencies, scenic spots, and hotels, while also collaborating with online travel agencies (OTAs) to expand product sales channels [1] Group 1: Online Business Strategy - The company operates an independent online sales platform for its travel agency, scenic spots, and hotel businesses [1] - Collaboration with OTAs is utilized to broaden product sales channels [1] Group 2: Cultural and Artistic Initiatives - The Wuzhen Scenic Area has successfully hosted the Wuzhen Theatre Festival for twelve consecutive years since its inception in 2013, establishing it as an internationally influential theatre brand [1] - The company has launched various cultural initiatives such as the "Wuzhen International Contemporary Art Invitation Exhibition" and the "Wuzhen International Future Visual Art Project" to enhance its cultural positioning [1] Group 3: Innovative Experiences at Scenic Spots - The Gubei Water Town has leveraged its historical resources, such as the Simatai Great Wall, to create immersive experiences like "Dream Back to Gubei Great Wall Town" [1] - The immersive drama and interactive performances extend from the stage to the streets, enhancing the connection between architecture, scenes, and culture, resulting in positive market feedback [1]

Core Insights - The 12th Wuzhen Theatre Festival concluded on October 26, showcasing 25 performances from 10 countries over 11 days, highlighting its growth into one of Asia's most influential theatre festivals [1][3][10] - The festival's theme for next year, "淡远" (tranquility), reflects a mature artistic vision, transitioning from this year's theme "扶摇" (soaring) [1][10] - The festival has evolved from a small local event to a significant international platform, attracting global theatre companies and audiences [3][14] Festival Highlights - The festival featured the German contemporary theatre masterpiece "Human City Marathon Play," which ran for 9 hours and attracted over 10,000 viewers, marking a significant cultural exchange [3][8] - The event included various performances, from avant-garde to traditional arts, creating a surreal and poetic atmosphere throughout the town [11][14] - The festival's unique setting in a water town enhances its appeal, providing a distinctive backdrop for theatrical performances [14] Future Directions - The festival's founders are discussing future directions, considering expansion while maintaining high-quality content and audience experience [10][14] - The festival aims to continue evolving and exploring new artistic expressions, with a focus on diverse styles and themes [15] - The commitment to presenting top international works fosters dialogue and cultural exchange within contemporary Chinese theatre [14][15]

Core Points - The 12th Wuzhen Theatre Festival is being held from October 16 to 26 in Wuzhen, Zhejiang, featuring 25 invited performances from 10 countries [1] - The festival transforms Wuzhen with various drama posters and street performances, attracting audiences from across the country [3] - The opening performance, a nine-hour marathon play titled "City of Humanity," has garnered significant attention from viewers [5] Group 1 - The festival includes a collaboration between Chinese and German directors, highlighting the international co-creation aspect of the performances [7] - To promote original theatre and nurture new talent, the festival features a youth competition section showcasing debut works by young directors [9] Group 2 - The overall ticket sales for the festival reached over 26,000, significantly boosting local tourism, including accommodation and dining [11] - The local scenic area has achieved a 100% occupancy rate for its 4,000 rooms during weekends, with occupancy rates of 80-90% during non-weekend periods [11]

Core Insights - The article discusses the challenges faced by ancient towns in China, highlighting the contrast between the successful model of Wuzhen and the struggles of many other towns that have attempted to replicate its success [2][7][12]. Group 1: Overview of Ancient Towns - There are over 2,800 ancient towns in China, with 312 recognized as national historical and cultural towns, primarily located in Jiangsu and Sichuan [2]. - The success of Wuzhen has inspired many local governments to invest heavily in developing or replicating ancient towns, leading to significant financial commitments [7]. Group 2: Wuzhen's Success Factors - Wuzhen's development began in 1999, focusing on unified planning and construction, which was innovative at the time [3]. - The team behind Wuzhen emphasized restoring historical aesthetics and implementing underground infrastructure to maintain the town's traditional appearance [3]. - Operational management was crucial, with over 90% of businesses being self-operated, ensuring service consistency and quality [4]. Group 3: Challenges Faced by Other Ancient Towns - Many towns, despite heavy investments, have failed due to poor planning and operational execution, leading to significant financial losses [7][8]. - A common issue is the homogenization of offerings, where similar shops and products dilute the unique appeal of each town [8][9]. - The lack of local cultural integration and the tendency to replicate successful models without adaptation have contributed to the sameness of many ancient towns [9][12]. Group 4: Recommendations for Improvement - Experts suggest focusing on cultural excavation, product innovation, and management optimization to combat homogenization [12][13]. - Establishing unique cultural identities for each town and enhancing visitor experiences through diverse offerings are essential [13][14]. - Retaining local residents and their traditional businesses can help maintain the authentic atmosphere of ancient towns [9][14].