In recent years, the cultural and tourism system of Gansu Province has earnestly practiced Xi Jinping Thought on Culture, thoroughly implemented the important speeches and instructions of General Secretary Xi Jinping during his inspection of Gansu, aimed at the goal of building a high-level cultural and tourism strong province, adhered to integrated development, innovation-driven development, and improvement of quality and efficiency, and achieved new results in the high-quality development of the cultural and tourism industry. Recently, the relevant person in charge of the Gansu Provincial Department of Culture and Tourism answered the reporter's questions on the specific measures to promote the high-quality development of the cultural and tourism industry.

Question:When promoting high-quality development in the industry, how can we emphasize value guidance,infuse cultural elements into tourism and showcase culture through tourism?

Answer:We are deeply excavating Gansu's unique cultural elements, symbols, and artistic forms, as well as utilizing cultural venues, and integrating them into tourist attractions, scenarios, and routes to stimulate the contemporary value of cultural heritage transmission. First, strengthen policy guidance. Successively hold conferences on cultural and tourism development as well as tourism development promotion, issue opinions on building a "Cultural Gansu", a culturally strong province and the integration of culture and tourism, promulgate and implement regulations on the protection of intangible cultural heritage, red resources and the protection and inheritance of Longju (a local opera in Gansu), and issue policy documents on building an important national base for cultural inheritance and innovation, a high-quality tourist destination with international and domestic influence, the Hexi Corridor National Heritage Route, and the Gansu section of the Yellow River Cultural Tourism Belt. These efforts aim to promote the integrated development of cultural heritage protection and utilization, cultural undertakings, and the cultural and tourism industry in a coordinated manner. Second, enhance cultural connotation. Implement the "Scenic Area Renovation" project to enrich the connotation and vitality of tourism by infusing culture into scenic spots. Accelerate the construction of Dunhuang Academy into a model and a highland, build three major national cultural parks, complete over 1,800 major projects such as the protection and utilization of Mogao Grottoes and the protection of the Jiayuguan World Cultural Heritage, and put 12 national cultural park projects into operation. These measures help make Gansu's "beautiful scenery" and "good stories" complement each other. Third, strengthen tourism functions. Build 270 new-type public cultural spaces with tourism and leisure functions, establish 3 national demonstration zones for public cultural service systems, add 9 new museums and upgrade 50 existing ones, complete the construction of Gansu Bamboo Slips Museum, and develop 35 tourism performance projects, thereby promoting the dissemination and commercialization of culture.

Question:What specific practices are implemented in terms of being project-driven, achieving multi-industry integration, and providing diverse supply?

Answer:In response to the increasingly personalized, segmented, and specialized market demands, we have enriched the "culture and tourism +" and "+ culture and tourism" formats and products, strengthening the driving wheels for sustainable development. First, development driven by projects. Since 2024, 1,676 cultural and tourism projects have been implemented, with investment reaching 33.004 billion yuan. Additionally, 557 investment promotion projects were signed, totaling 87.85 billion yuan. Key projects such as "Rhythm of Dunhuang," Tianshui Bailucang, and the Xuanquanzhi Ruins Complex have been completed and put into operation. Second, strengthening market entities. More than 200 new large-scale cultural and tourism enterprises have been established, while 190 key enterprises in cultural tourism and wellness, and 409 cultural creative and intangible cultural heritage enterprises have been cultivated. One national-level cultural industry park, eight demonstration bases, three national pilot projects for cultural industry-driven rural revitalization, one national integrated culture and tourism development demonstration zone, and eight national nighttime cultural and tourism consumption clusters have been established. Third, fostering diverse products. New formats such as study tours, wellness tourism, outdoor recreation, and performing arts have been developed. Innovative digital and scenario-based products like "Wind of the Han Dynasty," "White Horse Grand Ceremony," and "Dancing Horse in Danxia" have been launched. In 2024, revenue from performing arts reached 326 million yuan. A total of 409 types of cultural and creative products, including the "Green Horse" series, and 1,752 products across eight categories were launched, achieving annual sales of 350 million yuan.

Question:What work has been done to expand our reach, build substance into form, and create strong brands? Specifically, how have you meticulously cultivated renowned cultural-tourism brands that possess both a 'visible form' and a 'deeper soul'?

Answer:First, build cultural exchange brands. Enhance the visibility of the "Eight Ones" cultural brand, and successfully host the Fuxi Festival Memorial Ceremony and the Dunhuang Cultural Expo. During the 2025 Fuxi Festival Memorial Ceremony, a total of 29 cultural and tourism projects were signed, with a total value of 4.12 billion yuan. During the 7th Dunhuang Cultural Expo, 74 projects were signed, with the total signed amount and credit extension reaching 27.148 billion yuan. Promote the creative activation of The Complete Library in the Four Branches of Literature, the business format expansion of Readers magazine, and the tour performances and commercial shows of the dance drama The Silk Road Flowers Rain to amplify the brand effect. The themed activity "Traveling Gansu with Art" was recognized and commended as a typical case by the Ministry of Culture and Tourism. Second, develop tourism product brands. One new world geopark and one new World's Best Tourism Village were approved; 2 new 5A-level tourist attractions, 1 national tourist resort, 4 tourism and leisure blocks, 1 national ski tourism resort base, and 4 industrial tourism demonstration bases were newly established. In the first half of this year, three tourist spots in Gansu—including the Art Life Museum of Gansu Museum, the Ink Danxia Tourist Scenic Area, and the Hexi Metropolis in Wuwei—were successfully selected as typical cases of national new consumption scenarios. Third, create marketing brands. Successfully hold brand activities such as the "Poetic Gansu" Poetry Gala and "Traveling Gansu with Art", and regularly plan and organize a series of promotional activities. Gansu won the only national gold award of the "Great Wall Award—Outstanding Cultural and Tourism Brand"; external publicity platforms such as "Cloud Tour Dunhuang" have covered 78 countries and attracted 23 million visitors; the domestic and international communication power of Gansu's new media has always ranked among the top tier in China. The "Smart View Gansu AI Cultural and Tourism Model" was rated as an "Excellent Solution" for national smart tourism in 2024 by the Ministry of Culture and Tourism.