Love is an eternal topic for all mankind. On Tanabata this year, a group of tourists from home and abroad and representatives of scenic spots parachuted into Xinyu, and jointly established the first international love tourism destination alliance in China. As the smallest prefecture-level city in Jiangxi, it has persistently carried the banner of "Qixi Culture" and the dialogue with the world, and set off a brainstorm about how to build China Valentine’s Day IP and how traditional culture can empower tourism.
Come for the warmth of love and the inheritance of China Qixi culture.
This activity originated from a legend 1,600 years ago. Gan Bao, a writer in the Eastern Jin Dynasty, described a beautiful story of "Fairy Descending to Earth" in 90 words in Searching for the Gods. The fairy in the story came down to earth, which was the Fairy Lake in Xinyu City.
Over the years, Xinyu has been doing one thing persistently, how to make Chinese Valentine’s Day, a traditional festival in China, "live" and "fire".
In 2015, China Folk Literature and Art Association awarded Fairy Lake the title of "Hometown of Seven Fairy Tales in China". Since then, Xinyu City has jointly held the China Tanabata Cultural Seminar with the China Folk Writers Association for four consecutive years, and jointly held the Tanabata Gala with the Central Radio and Television General Station for three consecutive years.
"We meet in Fairy Lake, for the warmth of love, for the inheritance of China Qixi culture, and for the integration of culture and tourism. We hope to provide Xinyu experience and contribute to the inheritance of China’s traditional excellent culture." Li Ruifeng, member of the Standing Committee of Xinyu Municipal Committee and Minister of Propaganda Department, said.
"A city is so persistent in exploring its own cultural pride in ancient history, studying it, developing it and promoting it. This is the most vivid annotation of China people’s cultural consciousness and cultural self-confidence." Wang Yuqi, former president of Jiangxi Academy of Social Sciences, praised Xinyu.
"I am very touched. There is not only youthful love here, but also the love for children, the love for patients and the care for the elderly in Xinyu. When I saw that scene, I was almost moved to tears." Liu Yeyuan, a professor and well-known scholar at China Communication University, and hundreds of guests watched the promotional film "Xinyu has Love" and learned that there is one volunteer in every six people in Xinyu. She said: "This kind of love in Xinyu is the proudest and biggest highlight compared with other love tourist destinations."
China’s first international love tourism destination alliance was established.
This year’s Tanabata Folk Culture Seminar is also the Fairy Lake International Love Lake Tourism Summit. Representatives from Athens, Greece, the hometown of Cupid, the hometown of Romeo and Juliet, Verona, Italy, the maiden of the Seven Fairies and the representative of Tianchi Lake in Tianshan, Xinjiang, where the Queen Mother of the West is located, and representatives from China love lakes such as Liuye Lake in Changde, Peacock Southeast Flying Scenic Area in Anqing, Shenyuan Scenic Area in Shaoxing, Huaqing Palace Everlasting Sorrow Scenic Area in Xi ‘an and Qiandao Lake Scenic Area in Hangzhou also came.
At the summit, Tianshan Tianchi and Xinyu Fairy Lake signed a friendly contract, and the first domestic international love tourism destination alliance was formally established in Xinyu. The world will know Xinyu because of Fairy Lake, and Xinyu will go to the world because of Fairy Lake.
Chinese Valentine’s Day successfully transformed love culture to empower tourism.
During the event, cultural scholars and experts in the tourism industry also launched a number of brainstorming. Ten keynote speeches and two round-table forums focused on the Seven Fairy Cultures, the connotation of Chinese Valentine’s Day culture and its tourism value, and the theme that love culture empowers tourism.
"This is a huge dialogue camp, and the discussion has depth and breadth. All the speeches have resonated in our hearts in an instant, forming a collision, which has made us gain far more enlightenment than speeches on a single topic." Julia, Chairman of Jiangxi Federation of Literary and Art Circles, commented.
"Chinese Valentine’s Day has given new meaning, and Xinyu has contributed. Tanabata made China have his own Valentine’s Day. " Wan Jianzhong, vice chairman of China Folk Writers and Artists Association, expects that Xinyu will construct the elements of Qixi Valentine’s Day with national and local characteristics, create a whole set of holiday behaviors, and enrich the cultural connotation of Valentine’s Day.
"Xinyu is a city with a very good muscle base." Lee Hung, former secretary and director of the Party Committee of Hangzhou Tourism Commission, believes that the activation, visualization, youthfulness and fashion of culture are very important propositions. "Xinyu, a city with spatial scale, a city full of affinity and friendliness, and a city supported by the real economy are the best tourist destinations for development. Finally, it is the only choice to move towards the integration of scenery and city, and the integration of city and scenery."
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