【Guidance】: During the period of National Twelfth Five-Year Plan (2011-2015), central China’s Hubei Province saw a toursim boom with prosperous trend and rapid growth. In the five years, Hube has received 2.076 billion tourists from home and abroad, and realized a total income of 1582.8 billion yuan, up 14.4 percent and 15.07 percent, respectively, according to statistics.
Total income exceeds 400 billion yuan
Made into China’s first phalanx
During 2010 to 2015, the number of scenic areas above 4A-level in Hubei increased from lesss than 80 to more than 290, quadrupling over five years. in particular, this province ranked the third place for 11 5A-level scenic areas nationwide, has becoming one of the major comprehensive tourist destinations in China.
In 2009, Hubei tourism revenue reached 100.4 billion yuan, breaking through the threshold of "100 billion yuan" for the first time.
In 2014, the revenue hit 375.2 billion yuan, more than tripled from 2009.
And in 2015, it was expected to exceed 400 billion yuan.
The tourism industry, maintained an average growth of more than 20 percent in the five years, has become one of the fastest-growing multi-billion industry in Hubei.
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Hubei, a place full of flowers
Flower-viewing tours ignite rural leisure tourism
Cherry blossoms in Wuhan University is known to the public nationwide.
During the period of National Twelfth Five-Year Plan, Hubei rural touism grew vigorously. Featuring flower-viewing tours, it won a national fame for rhododendrons of Macheng, cherry flowers of Wuhan, rape flowers of Jingmen as well as the roses of Zaoyang.
With continuously improving service and facilities, the abundant tourism products in Hubei, like the spring flowers, summer cooling, autumn leaves, winter hot spring, countryside tours, study tours, science popularizing tours, regimen tours, ect, could make more and more people leave for a trip without hesitation.
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Taking initiatives to transform
Overcoming difficulties for "metamorphosis"
Facing intense pressure of economic downturn and tightening public consumption, Hubei tourism industry took initiatives to innovate and restruct, realizing successful "metamorphosis", during the period of National Twelfth Five-Year Plan: a number of tourism market participants maintained a continous growth both in size and strength; the travel agencies listed among China’s top 100 increased from 3 to 8; the world renowned hotel groups all settled in Hubei; five-star hotels increased from 13 to more than 20; 8 large investment groups, like ECOTIC, etc, were newly added.
Also during the five years, more than 530 tourism projects were completed, with an actual investment of 320 billion yuan. Showing increasingly evident comprehensive advantages in attracting investment, tourism has become the favored industry of all the big financial institutions.
A large number of tourism projects were constructed and completed, like Enshi Grand Canyon, Wuhan Han Show Theatre & Movie Park, City of Tang Dynasty in Xiangyang, etc.
A batch of tourism projects, featuring high technological content, resources-conserving and environment-friendly concepts and Jingchu culture as well as adapted to the market, has become the regional economic engine.
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Taking initiatives to develop
Shaping the new image of an " international tourist destination "
Wuhan-Gold Coast direct air route was launched this September.
In February of 2012, Hubei launched a tourism cooperation agreement between Hunan, Hubei and Jiangxi provinces.
In May of 2013, Hunan, Hubei and Jiangxi provinces jointly promoted a yearly concessionary tourism ticket to co-build the barrier-free tourist area.
In May of 2014, 308 travel agencies in Huann, Hubei and Jiangxi united the federation league of travel agency.
In May of 2015, the Yangtze River Tourism Promotion Association was jointly set up by the tourism departments of 13 provinces and cities in Hubei, Chongqing, Shanghai, etc.
During the period of National Twelfth Five-Year Plan, Hubei constantly strengthened regional cooperation with Hunan and Jiangxi provinces, Yangtze River Economic Belt, and even the provinces all around China.
Hubei tourism industry, took initiatives to strengthen liaison and co-operation with the provinces and cities along the Yangtze River. With support of location and transportation advantages, rich tourism resources, Hubei has given impetus to the tourism construction of Yangtze River Economic Belt.
In overseas market, Hubei is planning for greater regional cooperation. Last year, Hubei has set up a tourism promotion center in Austrailia, and its branch in Paris was opened this year. These overseas tourism promotion centers continuously deliver Hubei’s information to the overseas tourists.
With such successful marketing, "Hubei, home of wonders" is known by more and more foreigners, and the province is becoming a mature and popular tourist destination worldwide.
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【Postscript】: Facing intense pressure of economic downturn and tightening public consumption, Hubei tourism industry still kept a double-digit growth. How to realize this laudable achievement? "Taking TV series-style marketing to explore market, adopting open-style marketing to drive win-win cooperation, developing local-oriented marketing to enlarge the markt participants are the path to success" the senior officials of Hubei Tourism Administration introduced.
(hubei.gov.cn by Ruan Xinqi)
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