7month18On the same day, the official website of the Ministry of Culture and Tourism publicized the list of the second batch of national-level night cultural and tourism consumption clusters. The list shows that there are a total of123The location is proposed to be included in the second batch of national-level night cultural and tourism consumption clusters, with Guangdong being selected among them.6district.
What impact does night-time culture and tourism consumption have on consumption and tourism, and what is its significance? How can we better develop night-time culture? Frost & SullivanFrost & Sullivan,Zhang Jian, Partner and Managing Director of Frost & Sullivan's Greater China Region (hereinafter referred to as 'Frost & Sullivan'), was interviewed by Economic Observer Network to discuss the impact of nightlife culture on tourism and consumption under the background of the epidemic, as well as future development trends.
Economic Observer Network
7month18On the same day, the official website of the Ministry of Culture and Tourism publicized the list of the second batch of national-level night cultural and tourism consumption clusters.
The list shows that there are a total of123The location is proposed to be selected as part of the second batch of national-level night cultural and tourism consumption clusters, including Guangdong.6One is the Guangzhou Chimelong Tourist Resort, another is the Guangzhou Tower Tourist Area in Guangzhou City, the third is Shekou Coastal Cultural and Creative District in Shenzhen City, and the fourth is Happy Coast in OCT Town in Foshan City.PLUS, Qian Deng Lake area in Foshan City, Shuidong Street in Huizhou City.
Previously2021year11In January, the Ministry of Culture and Tourism announced the list of the first batch of national-level night cultural and tourism consumption clusters.120The location has been successfully selected, including Guangdong5Districts include Beijing Road in Guangzhou City, Zhengjia Plaza in Guangzhou City, Foshan Creative Industrial Park in Foshan City, Zhongshan Holiday Plaza in Zhongshan City, and Chaozhou Ancient City in Chaozhou City.
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In response, Zhang Jian, Partner and Managing Director of Frost & Sullivan Greater China, pointed out to an Economic Observer reporter that developing night tourism and consumption can expand domestic demand during a global economic downturn caused by the COVID-19 pandemic, which is conducive to stimulating the tourism economy.
The launch of the construction of national-level night cultural and tourism consumption clusters is at2021year7Month. At that time, the Ministry of Culture and Tourism proposed to rely on existing blocks (including art blocks) in various regions with good development conditions, high concentration of cultural and tourism industries, and active nightlife markets,The selection and construction will be carried out in batches, including theaters, museums, art galleries, cultural and entertainment venues (such as concentrated areas), cultural and sports commercial and tourism complexes, tourist attractions, business areas of provincial-level and above cultural industry demonstration parks, etc.200The above-mentioned area is a national-level night cultural and tourism consumption cluster that meets the development direction of culture and tourism, has rich cultural connotations, prominent regional characteristics, a large scale of cultural and tourism consumption, high quality and level of consumption, and plays a typical exemplary and leading role.
The Ministry of Culture and Tourism also emphasized that the construction of national-level night cultural and tourism consumption clusters should not involve large-scale demolition and construction. It is strictly prohibited to engage in 'image projects', 'performance projects', or 'face-saving projects'. To be eligible for applying to become a national-level night cultural and tourism consumption cluster, six requirements must be met:
First, the boundaries are clear. The floor area of commercial areas within blocks, tourist attractions, provincial-level and above cultural industry demonstration parks should not exceed3Square kilometers, and the commercial area of the cultural, sports, business and tourism complex should not be less than1ten thousand square meters;
Second, the business format has a high degree of concentration, with a large number and scale of nighttime cultural and tourism consumption. For blocks, cultural and sports commercial and tourism complexes, and cultural industry demonstration parks, the number or area of cultural businesses among night-time operators should account for no less than40%For tourist attractions, the number of cultural and entertainment facilities operating at night or the area they cover should account for no less than40%;
Thirdly, public services are improved. Nighttime social security, lighting, sanitation, transportation, and mobile communications are all in good condition, making nighttime travel convenient. There are parking spaces that can basically meet consumers' needs for overnight parking;
Fourth, the brand has a high level of awareness; Fifth, the market order is well-regulated; Sixthly, the policy environment is favorable. The location of the applicant places importance on developing night culture and tourism economy, which can provide support to the applicants. Preferential policies such as financial rewards and subsidies are formulated and implemented.
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"Under the impact of the pandemic, consumers' travel scope and choices have been limited, making it suitable for exploring tourism that combines regionalism, entertainment, and innovation. The night economy has social and leisure entertainment attributes, as well as distinct consumption scenarios, which can promote economic recovery in the post-pandemic era," said Zhang Jian.
Zhang Jian pointed out that China has had a nighttime culture since ancient times. After the initial exploration period and the development phase when the government introduced policies to rectify the disorderly nightlife economy, China's nighttime tourism and consumption have entered a high-quality development stage where various regions are promoting the construction of nighttime economies. Against the backdrop of the national promotion of nighttime tourism, new scenarios such as innovative cultural consumption and smart consumption are gradually emerging. Diversified products integrating traditional culture are continuously being created and produced. While promoting consumption and enriching the nation's spiritual culture, these efforts further increase the options for social employment and positions.
According to LeadLeo's data, the scale of domestic night economy consumption has been growing rapidly in recent years, from2016year12trillion yuan, increased to2020The year's promise19trillion yuan, with a compound annual growth rate of11.4%The consumer sector mainly includes catering, bars, cultural activities, supplemented by shopping, leisure entertainment, sports and fitness. With continuous promotion from the national and local governments,2025The annual night economy consumption scale is expected to exceed40trillion yuan.
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In Zhang Jian's view, the significance of the Ministry of Culture and Tourism leading the construction of national-level night cultural and tourism consumption clusters is mainly reflected in two aspects: cultural promotion and urban development. To avoid a single model of night tourism, night tourism areas should combine local characteristics, and after attracting visitors, they should boost local cultural promotion.
*This article is reprinted from Economic Observer Network, Reporter Li Huaqing , Original title: Announcement of the List of the Second Batch of National Night Cultural and Tourism Consumption Agglomeration Areas Guangdong plans to be selected6district ">
