“美丽中国·心睇验”向港澳“云推广”山水之城美丽之地

杨艳

“一城千面”，重慶是个很难被定义的城市。近年来，重庆成为被全世界广泛关注的“网红城市”，中外游客趋之若鹜的打卡之地。6月8日，壮美长江·诗画三峡、山水·魔幻之都、世界遗产之旅、美食之旅、温泉康养等主题旅游线路和产品，集体亮相2021“美丽中国·心睇验”线上推介会，让港澳同胞领略到山城人文风光的无限魅力。

本次活动在重庆、上海、安徽、香港、澳门的5个会场通过线上互动，向港澳旅游业界和媒体代表介绍相关省（市）的“长江之旅”品牌资源和产品，以及新线路、优惠政策、景区恢复情况和安全防疫措施等，推动更多港澳同胞到内地旅游观光，增强港澳同胞的国家意识和爱国精神。

文化和旅游部副部长张旭、香港特区政府商务及经济发展局局长邱腾华、澳门特区政府经济财政司司长李伟农，出席线上推介会并发表视频致辞。文化和旅游部港澳台办党委书记、一级巡视员满宏卫，香港、澳门特别行政区政府有关负责人，港澳旅游业界代表，部分海外特邀旅行商代表，相关省（市）文化和旅游厅（局）和旅游企业代表，内地及港澳媒体记者等参加此次推介会。

在成渝地区双城经济圈推介环节中，重庆市、四川省文化和旅游部门以“川渝一家亲 巴蜀千古情”为主题，重点推出壮美长江·诗画三峡、山水·魔幻之都、世界遗产之旅、川渝美食之旅、温泉康养、国宝熊猫等主题旅游线路和产品，展示了成渝地区丰富的旅游资源和丰厚的人文底蕴。

重庆以"山水之城·美丽之地”目标定位和“行千里·致广大”价值定位为引领，加快建设“世界知名旅游目的地”，旅游国际化水平持续提升，国际知名度和美誉度不断扩大，被国际权威旅行杂志评为“世界十大旅游目的地”“全球十大最具发展潜力的旅行地”。中国旅游研究院的调查数据显示，后疫情时代，中国人最想去的城市旅游目的地重庆位居第一。近年来，重庆的游客满意度在全国旅游城市游客满意度评价中排名第一，连续两年位列“西部文化消费指数”榜首。今年“五一”假期，重庆游客接待量达到1019.8万人次，实现旅游总收入124.7亿元，位居全国第三。

作为此次活动的承办方，市文旅委国际交流合作处负责人表示，接下来重庆将抓住用好成渝地区双城经济圈建设重大战略机遇，立足巴蜀文旅走廊新发展阶段以一域服务全局，全方位、宽领域、深层次推进重庆文旅对外对内开放，大力推进国际交流与合作，深化国内区域合作，强化文旅对外推广，提升“山水之城·美丽之地”城市品牌形象的知名度和美誉度。

此外，上海市文化和旅游局在推介中以上海优越的地理位置、精致的海派文化、中西文化交融的特征为切入点，重点推介了以崇明花博会为代表的生态旅游、以黄浦江游览为代表的都市旅游，以美食、咖啡为代表的海派文化旅游，彰显活力与创新的新城旅游风采，全面展示了上海“开放、创新、包容”的城市品格。

安徽省文化和旅游厅的推介围绕“美好安徽·欢乐皖江”主题，以三大名山（黄山、九华山、天柱山）、三大水系（长江、淮河、新安江）、三大文化（老庄文化、桐城文化、徽文化）为脉络，展现出生态良好、物产丰饶、文化灿烂、新奇时尚的八百里皖江城市风采。

据了解，内地与港澳长期以来互为最重要的客源市场，经过多年培育，由文化和旅游部主办的“美丽中国·心睇验”推广活动为加强内地与港澳地区的文化和旅游交流合作发挥着重要作用，受到内地与港澳旅游业界的热烈欢迎。

图片/市文化旅游委提供

“Multi-faceted” Chongqing is a city that is hard to define. In recent years， Chongqing has become a popular city on internet drawing attention worldwide and a must-visit destination for Chinese and foreign tourists. On June 8， thematic tourism lines and products such as the Magnificent Yangtze River - Poetic Three Gorges， Landscape - Magic City， World Heritage Tour， Tour of Food， and Hot Spring Wellness were presented at the 2021 “Feeling Beautiful China with the Heart” online promotion， allowing compatriots from Hong Kong and Macao to savor the magic allure of the mountainous citys culture and history.

The event was unveiled at five venues in Chongqing， Shanghai， Anhui， Hong Kong， and Macau through online interaction， introducing the “Yangtze River Tour” brand resources and products， as well as new routes， preferential policies， resort restoration， and epidemic prevention measures of the relevant provinces （cities） to Hong Kongs and Macaus travel trade and media representatives， encouraging more compatriots from Hong Kong and Macau to visit the mainland， and enhancing their national consciousness and patriotic spirit.

Zhang Xu， Vice Minister of the Ministry of Culture and Tourism， Edward Yau Tang-wah， the Secretary for HK Commerce and Economic Development Bureau， and Lei Wai Nong， the Secretary for Macao Economy and Finance attended the online promotion and delivered speeches via video links. Man Hongwei， Party Secretary of the Hong Kong， Macao and Taiwan Affairs Office of the Ministry of Culture and Tourism and level-1 inspector， relevant officials from the Hong Kong and Macao SAR Governments， representatives from the tourism industry in Hong Kong and Macao， some especially-invited travel agents from abroad， representatives from relevant provincial （municipal） departments （bureaus） of culture and tourism and tourism enterprises， and media reporters from the Mainland， Hong Kong and Macao were present.

In the promotion session of the Chengdu and Chongqing economic circle， the cultural and tourism departments of Chongqing and Sichuan Province， taking the theme of "Sichuan （Shu） and Chongqing （Ba）， as one family， share a history of connections over thousands of years"， made the thematic tourism lines and products such as the Magnificent Yangtze River - Poetic Three Gorges， Landscape - Magic City， World Heritage Tour， Tour of Sichuan and Chongqing Food， and Hot Spring Wellness， and Giant Panda the centerpiece， displaying a myriad of tourism resources and cultural heritages in Chengdu and Chongqing.

With the target positioning of “A Land of Natural Beauty， a City with Cultural Appeal” and the value positioning of “Traveling a Thousand Miles - To the Great Expanse” as its guide， Chongqing has accelerated to build itself into a “Worlds Renowned Tourism Destination”， continued to improve the international level of tourism， and expanded its international popularity and reputation， enjoying the honor such as “Worlds 10 Best Places to Visit” and “Worlds Top 10 Travel Destinations with the most Development Potential” by international travel magazines. According to a survey of the China Tourism Academy， Chongqing ranked first among Chinas must-visit cities in the post-epidemic period. In recent years， Chongqing has ranked No.1 in the tourist satisfaction rating of tourist cities across the country and topped the “West China Cultural Consumption Index” for two consecutive years. During this years May Day holiday， Chongqing received 10.198 million visitors and achieved a total tourism revenue of 12.47 billion yuan， occupying the third place in the country.

The head of the International Exchange and Cooperation Division of the Chongqing Municipal Development Committee of Culture and Tourism， the undertaker of the event， disclosed that Chongqing will seize the major strategic opportunity of building the Chengdu-Chongqing economic circle， align to the master plan based on the new development stage of the cultural tourism corridor in Ba and Shu， boost the opening up of Chongqings culture and tourism at home and abroad in a comprehensive， broad， and profound fashion， vigorously propel international exchanges and cooperation， strengthen regional cooperation at home， and intensify the promotion of culture and tourism to the outside world. Besides， efforts will be made to elevate the popularity and burnish the image of “A Land of Natural Beauty， a City with Cultural Appeal”

The Shanghai Municipal Administration of Culture and Tourism， in its promotion， started with the superior geographical location， exquisite culture in Shanghai style， and the mix of Chinese and Western cultures， with a focus on presenting ecological tourism with Chongming Flower Expo as its representative， urban tourism with Huangpu River excursions as its core， Shanghai-style culture and tourism with food and coffee as its essence. This exemplified the novel tourism style that highlights vitality and innovation， and typified the citys DNA – “open， innovative， and inclusive”.

The Department of Culture and Tourism of Anhui Province， centering around “Beautiful Anhui - Happy Wan River”， took three famous mountains （Mount Huangshan， Mount Jiuhua， and Mount Tianzhu）， three water systems （Yangtze River， Huai River and Xinan River）， and three cultures （Lao-Tzu and Chuang-Yzu， Tongcheng and Hui） as its context， showcasing the superb ecology， abundant resources， magnificent culture， and innovative creativity of the province.

It is reported that the Mainland and Hong Kong and Macao have long been the most important source markets for each other. After years of cultivation， the “Feeling Beautiful China with the Heart” promotion campaign organized by the Ministry of Culture and Tourism has played an important role in strengthening cultural and tourism exchanges and cooperation between the Mainland， Hong Kong， and Macao， and has been warmly welcomed by their travel trade.

Photos/Provided by the Chongqing Municipal Development Committee of Culture and Tourism