Li Zhongguang | Summarizing the Experience of Fuyuan and Promoting High Quality Development of Border Tourism

Recently, entrusted by Dean Dai Bin, Vice Dean Li Zhongguang led a team to conduct a special research on Heixiazi Island in the border town of Fuyuan. During the visit, he participated in the "Heixiazi Island China Russia Tourism Development Strategy Forum" and gave a keynote speech. The research team has put forward opinions and suggestions on summarizing the development model of tourism in Fuyuan and improving the construction of the Heixiazi Island scenic area. Comrades Wu Fenglin, Li Xue, Li Pengpeng and others from our research group on Heixiazi Island provided academic support. In the report of the 13th Party Congress of Heilongjiang Province, it was proposed to plan and construct the Heixiazi Island China Russia International Cooperation Demonstration Zone with high standards, and to create a new high-level opening-up measure of "one zone, two islands" for green ecological tourism and convenient and beneficial trade islands. The current tourism market in Fuyuan is rising like the rising sun in the East. It is our common responsibility to further improve the quality of tourism development in Fuyuan and Heixiazi Island from a professional perspective. 1、 Promoting high-quality development of Sino Russian tourism cooperation is the real market foundation for border tourism in Fuyuan. Fuyuan can play a greater role in the high-quality development of Sino Russian tourism cooperation. The Heixiazi Island Sino Russian Tourism Development Strategy Seminar is an international conference held on the occasion of accelerating the resumption of work and production in the tourism industry. It not only enhances local influence, but also brings great confidence to the tourism market. （1） Implementing the outcomes of this meeting, advocating for the acceleration of high-quality development of post epidemic tourism cooperation between the two countries and the implementation of relevant plans and deployments between the two countries. One is the tourism cooperation mechanism and route development among the Shanghai Cooperation Organization, BRICS countries, China, Russia, and Mongolia, such as the Shanghai Cooperation Organization Member States Cultural and Tourism Integration Development Training Course and the "Ten Thousand Miles Tea Ceremony". The second is the comprehensive strategic cooperation relationship promoted by the heads of state of China and Russia, the joint communiqu é of the regular meetings between the prime ministers of China and Russia, as well as the China Russia Cultural and Tourism Year activities and other related content. Thirdly, there are projects in the industry such as the China Russia Tourism Seminar, the joint developer Travel Communication Social Platform, and the International Tourism Alliance. Strengthen post epidemic recovery. Advocate for the cohesion of efforts, uphold the spirit of equality, mutual benefit, inclusiveness, mutual learning, and win-win cooperation, and promote high-quality development of post epidemic tourism cooperation. Continue to actively leverage the diverse cooperation mechanisms between the two countries and the leading role of brands such as the Heilongjiang China Russia Cultural Collection, and build platforms to jointly deepen tourism cooperation between China and Russia. Implementing the consensus on cooperation between the two countries, such as strengthening cooperation in talent cultivation, improving the professional level of tour guides, and accumulating strength for the recovery of the post epidemic tourism market; Strengthen the integration of culture and tourism, promote mutual development, enhance data and experience sharing, and promote pragmatic cooperation; Intensify cooperation in the tourism industry empowered by modern technology, accelerate the development of smart tourism characterized by digitization, networking, and intelligence, and promote deeper and more practical tourism cooperation. Develop tourism routes. The cultural and tourism industries of the two countries' tourism routes will drive the rapid development of tourism economy in cities along the route, and have a positive and far-reaching impact on deepening cultural communication and exchange. In order to make the international cooperation and spread of border tourism in accordance with the law of contemporary tourism development, Fuyuan needs to follow the principles of life orientation and marketization, fully and deeply integrate into the daily life of people in all countries, and take young people, new business forms, digital cultural tourism, etc. as the main force to realize the beautiful development prospect of new international tourism routes faster and better. （2） Fuyuan and other border cities between China and Russia should actively promote the high-quality development of Heilongjiang as a world tourism destination, strengthen local tourism industry exchanges between China and Russia, and do a good job in the follow-up implementation of Heilongjiang's participation in the "Ten Thousand Miles Tea Ceremony" between China and Russia. Taking the lead in promoting the cultural gathering between China and Russia has not only become an important cultural brand in Heilongjiang, but also an important platform for cultural exchange between China and Russia. Developing border tourism has encouraged 18 cities and counties along the Russian border to actively participate, creating a cultural exchange city corridor with Russia, and carrying out various cultural exchange activities such as the China Russia border cultural season. Especially in the context of normalized epidemic prevention and control, efforts have been made to strengthen cultural and tourism exchanges between China and Russia, promote trade cooperation, and foster people to people connectivity. Both sides at the border should implement the consensus on tourism cooperation between the two countries, unite their efforts, uphold the spirit of equality, mutual benefit, inclusiveness, mutual learning, and win-win cooperation, and work together to promote high-quality development of post epidemic tourism cooperation. The tourism industry plays an important role in creating employment, promoting economic growth and social development, and restoring the potential for tourism cooperation. We need to strengthen communication and cooperation, share excellent practical experience, accelerate the post epidemic recovery of the tourism industry, and contribute to the recovery and development of border tourism. Drive the Heilongjiang border to become an important source of customers and tourist destination for China and Russia, and promote tourism cooperation to enter a new era of upgrading and deepening cooperation. Strengthen information communication and policy coordination, explore new opportunities for cooperation, and enhance the visibility and reputation of international tourism brands in Northeast Asia. Promote diversified innovation of new tourism formats, continuously advance tourism facilitation, and improve tourism quality. Further develop cross-border tourism routes, enrich and extend Northeast Asia routes in accordance with the law, and explore new markets such as the Russian Far East. Promote tourism exchanges to a higher level and let the two peoples share the fruits of tourism cooperation. 2、 Preliminary suggestions for creating a national 5A level tourist attraction on Heixiazi Island. From the geographical distribution of the Sino Russian tourism market, it is suitable for Sino Russian tourism cooperation to achieve point breakthroughs on the basis of strengthening top-level design and high-level interaction. Firstly, the tourism cooperation should be implemented, and then gradually expanded and strengthened. The border areas are an important foundation for China Russia tourism cooperation. As an important border port city, Fuyuan is adjacent to Khabarovsk (Boli), and the special attribute of "two countries, one island" on Heixiazi Island will promote it to become an important breakthrough for China Russia tourism cooperation. 1. Continuously establish a normalized cooperation mechanism for the joint development of Heixiazi Island between China and Russia, including a joint conference system at the national and local levels, a normalized exchange mechanism between tourism research institutions, associations, and management committees of the two countries, and a dialogue mechanism for cross-border tourism cooperation zones. 2. Develop a strategic cooperation agreement and plan between China and Russia to jointly promote the development of tourism on Heixiazi Island, and layout and construct Heixiazi Island under a unified framework to achieve coordinated and unified planning and construction between China and Russia. 3. Strengthen research on the consumption behavior of inbound and outbound tourists to Russia, and conduct in-depth analysis of market characteristics. Macro grasp of tourism product design, project planning, and marketing for both China and Russia on the island, targeting segmented markets. In terms of products and projects, Heixiazi Island should be considered as a unified whole to meet the needs of tourists and achieve regional complementarity, avoiding redundant construction. 4. Jointly strengthen the education and training of tourism practitioners. Fuyuan and Khabarovsk (Boli) can establish a talent exchange mechanism in the tourism industry, continuously improving the quality and service level of tourism practitioners. Specific education programs in China and Russia can also be utilized to jointly cultivate and train tourism talents in a targeted manner. Mutual popularization of Chinese and Russian language and cultural knowledge, forming a group of tourism talents who master the regional culture of Northeast Asia, to meet the needs of tourism development on Heixiazi Island. 5. It is suggested that both parties jointly establish a high-level research platform and a border tourism research center on Heixiazi Island. Regular tourism development forums and scientific conferences should be held between the two sides to jointly study the development path of the tourism industry on Heixiazi Island. It is suggested that both sides jointly organize a series of cultural activities, sports events, trade negotiations, and other forms of commercial, cultural, and tourism activities to promote tourism and business trade exchanges along the China Russia border. The management model of "opening up the first line, regulating the second line, and promoting freedom throughout the island" will lay a new foundation for achieving free trade and tourism on the island. While considering the issue of tourism facilitation, it is also important to ensure the safety and quality of tourism services. 7. In development and construction, we must adhere to the bottom line of resource and environmental constraints, and make every effort to protect the ecological environment and natural features inside and outside the island. While developing commerce and tourism, we must ensure that Heixiazi Island is built into a green ecological tourism island where humans and nature coexist harmoniously. 3、 Improving the quality of tourism development in Fuyuan and comprehensively consolidating the foundation for the creation of the Heixiazi Island scenic area (1) Heixiazi Island is the core resource of Fuyuan tourism. Under the constraints of ecological and border conditions, its creation of a 5A level scenic area and high-quality tourism development should follow the path of island city integration. With the development of the tourism market, Fuyuan and Mohe have become the golden signboards of tourism in Heilongjiang. Fuyuan has a high reputation, unique ecology, history, culture, and location. It has business cards such as Sanjiang Wetland, Freshwater Fish City, Hezhe Ethnic Group, and Heixiazi Island, making it a distinctive tourist city. The region is densely populated with tourism resources, and tourism development has taken shape. Outdoor water carnivals and paddle boarding competitions have attracted attention. The infrastructure in Fuyuan is complete, and various airlines have successively opened Fuyuan routes. It takes only 3 hours to drive along the highway to Jiamusi. There is enormous potential for tourism cooperation between Fuyuan and the surrounding regions of the province and Russia. Although Fuyuan is relatively far from the south and the city has promoted the tourism slogan "When hearts are together, love knows no distance", the first group of self driving and cycling tourists have come to Fuyuan in recent years. According to the plog model based on the laws of the tourism market, a wave of mass tourists is about to arrive. These new opportunities and new futures also pose higher requirements for the tourism industry. Only by vigorously improving the tourism industry system can Fuyuan Tourism achieve the standards of "release" and "listing" in China's mass tourism market. （2） Improving the quality of tourism development in Fuyuan is the foundation for consolidating the creation of the Heixiazi Island scenic area and building a demonstration area for high-quality tourism development. It comprehensively enhances the market size, service quality, destination specifications, and other development levels. We must adhere to national strategy, international perspective, and act according to market rules; Seize the challenges and opportunities of intensified international competition and the impact of globalization, and take advantage of the dual circulation and new development pattern to form a new pattern of tourism in Fuyuan; Building a comprehensive modernization, developing a modern tourism industry system, serving the Chinese tourism market, and achieving the goal of a "strong tourism city"; Make industrialization, quality, and refinement the requirements of tourism projects such as scenic spots, hotels, catering, and shopping, and turn good resources into good industries. Incorporate into national strategy and build China's characteristic tourism destinations. Develop national specialized division of labor documents based on experience cases such as Manzhouli and Pingtan. Benchmarking the development models of Mohe and Yabuli, and building the Fuyuan tourism brand. According to the goal direction proposed by the Municipal Party Committee of "Hainan Island to the south and Heixiazi Island to the north", with the strength of the country, we will build a corresponding tourism industry system and project facilities. Join the border tourism self driving route and border tourism cooperation platform, positioned as one of the Northeast border tourism centers. On the basis of profound history and humanity, we will refine, propose and carry forward the "Fuyuan Spirit", attract more countrymen people to participate in the construction of border cities, and build a national tourism observatory, research travel center, and think tank expert cooperation mechanism. Improve the business environment, strengthen strategic and commercial cooperation, and build platforms. Organize and hold the "Fuyuan Conference" on the planning of new era border tourism. Build border tourism demonstration zones, strengthen patriotic education and red tourism, and properly handle historical, cultural, and ideological sensitive topics. Using border city cooperation and research achievements as a platform, gather elements of domestic and foreign border cities, and construct historical and cultural tourism projects in northern Xinjiang. Developing the international market and becoming an important business card for Heilongjiang as a world tourism destination. Showcasing the tourism development concept of national leaders, discussing the spirit of "facing Jieshi to the east" in the new era, building a demonstration zone for a strong tourism country and province, creating a pearl in Northeast Asia, and hosting a successful tourism development conference. Taking the planning of Heixiazi Island as a starting point, we will build a demonstration zone for Sino Russian tourism cooperation, promote the development of Sino Russian cultural centers and tourism along the Heilongjiang border, actively respond to Russia's "open Far East" strategy, and jointly build a "one island, two countries" world border tourism special zone. Utilize location advantages to attract the tourism market in Northeast Asia and build a platform for Northeast Asian Silk Road travel and cultural exchange. Join the "Wanli Tea Road" tourism alliance as soon as possible and implement the "One City, Two Ports" strategy to build a node on the Northern Silk Road. Based on the cultural relics of the Neolithic Age in Fuyuan, we actively initiated the "Swift Journey" self driving tourism route from South Africa to Northeast Asia and the Americas, while restoring the global migration route of humans through Northeast Asia (Fuyuan Delta) 100000 years ago, echoing the concept of a community with a shared future for mankind. Launch a lifestyle experience tour with rich Hezhe ethnic customs. Drawing on the tourism model of Hokkaido, we will create international cultural and creative works and IP images using the black bear cartoon image and the lucky mascots "Dongdong", "Beibei", and "Yaya". This will enrich our cultural exchange and tourism promotion system, tell Chinese stories well, and showcase China's image. （3） Develop a modern tourism industry system, build a strong domestic tourism market, and promote tourism elements. Make black bears, catfish, and salmon the main symbols of urban tourism and important national tourism images. Propose the overall image of water cities and river cities. Vigorously promote the unique image of "Northeast Asia's land of fish and rice", the lungs of the earth, and the hometown of salmon. Depicting the shape of a big Peng and a golden phoenix in the city, the legend of Heilongjiang and Little White Dragon, the "purple air coming from the east" formed by the steam diffusion in the Three Rivers wetland, and the eastern atmosphere of sunrise. Focus on developing cultural tourism elements such as Heixiazi Island, Guomen, flag raising ceremony, the first whistle in the East, the first ray of sunshine, Hezhe ethnic town, Wusu Town (Wusuli River, different from Wusu City and Wusu Beer in Xinjiang), fish museum/specialty fishery/whole fish banquet (drawing on the high-quality model of Japanese and Korean cuisine, developing "Chinese sushi"), ecological experience (such as biological Silicon Valley, cranberries, etc.), and panoramic view of Zhuji. Develop tourism products. Focusing on one-day, three-day, and one week itineraries, develop and improve the Fuyuan tourism and vacation route system. Launch the Hezhe History and Border Defense Life Experience Checklist. Launch winter "Mo Yan package", such as watching the sunrise on New Year's Day, East Lake ice car activity, Hezhe catching lucky fish, etc. Introduce projects such as game player rally, low altitude flying, Northeast Asia cross-border, urban and rural nighttime, and starry sky observation. Cultivate brands such as Fuyuan Town to Heixiazi Island Tourism Avenue (Fuwu Line), "One Town, One Product", Jiangnan Village Fish Industry Complex, Black Bear Theme Park, and Zhuji Town. Enrich Fuyuan gifts and souvenirs, based on local characteristics and "Fuyuan" standards, comprehensively promote Sino Russian mutual market products and local residents' characteristic daily necessities to both domestic and international markets, and produce characteristic models such as black bears and salmon seeds. Provide strategic guides such as Dongsheng Night Market stalls, foreign trade supermarkets, fish markets, ports, river views, Fisherman's Wharf (one of the beautiful scenery in Fuyuan), Xichengmen, downtown department stores, international shopping malls, pedestrian streets, Yingbin Road city gates, Xinhua Bookstore special experiences, JD convenience stores, and night panoramas in the city. Introduce "modern tourism industry system solutions" and cultivate market entities. Adhere to the direction of "enriching the people and strengthening the city" in tourism development, and implement the strategy of "unveiling and leading" through tourist surveys, enterprise training, government cooperation, international exchanges, etc. Carry out brand cooperation and investment operation with more knowledgeable people, implement a rotating tourism town mayor system, and build a platform for government industry research cooperation. Introduce direct sales models for scenic spots such as Hoshino in Japan and Danzhai in China. On the basis of Oriental Hotel, Fuyuan cooperates with Oriental Hotel, Oriental Pearl TV Tower, Northeast Window, etc. to build the image of "Oriental City" of Fuyuan. By leveraging the 5A initiative of Heixiazi Island, holding 5A scenic area conferences and regional venue construction, we aim to expand the market and further enhance Heixiazi Island's position in the Chinese tourism market through market promotion