It received 19.1142 million Chinese and foreign tourists, a year-on-year increase of 24.13%; the cumulative tourism revenue was 8.015 billion yuan, a year-on-year increase of 22.83%; 3.8847 million people visited the core scenic spot of Wulingyuan at one time, a year-on-year increase of 23.88%. Good news came from the Wulingyuan District Tourism and Overseas Chinese Affairs Bureau of Zhangjiajie City. In 2015, Wulingyuan District’s tourism reception hit three record highs, achieving sustained and substantial growth in the tourism economy.
Brand Marketing Expands Domestic and Overseas Source Markets
Tourism resources are integrated and brand marketing efforts are unprecedented. In 2015, we expanded the domestic and overseas tourist source markets in various ways through media marketing, event marketing, tourist source marketing, online marketing, policy marketing and other channels, and greatly enhanced the tourism brand image of "Zhangjiajie Core Scenic Spot·Wulingyuan". We have cooperated with French, Japanese and other media for location shooting; we have successfully held the "Golden Salamander Cup" Cross-Strait Cycling Race, "China's Good Scenery" Zhangjiajie·Wulingyuan Division Photography Competition, and Huangshizhai Extreme Cycling Downhill Race; we have targeted tourism around the Bohai Bay, Southeast Asia, and new route tourist destinations such as Wenzhou, Hangzhou, and Huai'an. Promotion, promoting Zhangjiajie tourism products, releasing new routes, and preferential policy information; upgrading the "Zhangjiajie Tourism" multimedia platform, Wulingyuan Tourism website was initially launched, and organizing 28 Wulingyuan-based enterprises to join the Hunan tourism e-commerce platform; continuing to implement the off-season ticket policy for Wulingyuan, Zhangjiajie's core scenic spot, and the market stimulating effect is obvious.
Key Projects Improve Service Facilities
Key projects are advanced and service facilities are continuously improved. Taking the re-inspection of national 5A-level scenic spots as an opportunity, we further improved tourism infrastructure and public service facilities. Upgraded and expanded the Bailong Elevator and Tianzishan Cableway, completed the renovation and upgrade of 23 tourist toilets, 630 signboards, trash cans, rest seats and safety guardrails in the scenic area, built the Yuanjiajie Tourist Service Center, and completed the construction of the meteorological disaster prevention system in the core scenic area. At the same time, the construction of tourism supporting projects such as the Wujiayu Visitor Center, Taohua Valley, and Baofeng Lake Plaza are also progressing steadily.
Management Services Enhance Tourist Satisfaction
Management services are optimized and tourist satisfaction continues to improve. We will continue to carry out the "Safety and Satisfaction in Zhangjiajie" and the "Three Must" activities to serve tourists, and crack down on illegal activities such as price gouging and chasing customers. Strengthen tourism industry training, standardize the service behavior of tourism employees, and improve tourism service levels. Wulingyuan has comprehensively carried out the industry integrity assessment work, and was successfully selected into the first batch of "National Tourism Price Trustworthy Scenic Spots" in Hunan Province. It is the first country in the country to introduce a no-reason return and exchange system within 15 days for tourist group shopping venues to effectively protect the rights and interests of tourists. Tourism safety management in scenic spots has been strengthened. No major safety accident involving tourism occurred throughout the year, and tourist satisfaction in core scenic spots has been further improved.
Institutional Innovation Advances Comprehensive Reform
Breakthroughs were made in institutional innovation, and comprehensive reforms were steadily advanced. Zhangjiajie Wulingyuan Scenic Area and National Forest Park Administration were established, and the core scenic spots were managed in a unified manner. Improve emergency plans for various tourism emergencies and form a tourism industry plan system suitable for the actual situation of our region; comprehensively strengthen the construction of the tourism safety supervision responsibility system and strive to create a "10-minute emergency rescue and treatment circle in scenic spots"; establish a peak passenger flow response mechanism in scenic spots to effectively alleviate order problems in scenic spots caused by long queues of tourists. Establish and improve the promotion mechanism for the development of characteristic inns, and formulate the "Guiding Opinions on the Development and Construction of Characteristic Inns in Wulingyuan District" to encourage and guide the large-scale and standardized development and construction of characteristic inns in the district.