Walking into the Heshun Ancient Town of Tengchong, Baoshan, and walking along the Double Rainbow Bridge, geese and ducks play in the water, fish gliding to the shallow bottom, willows blowing on the shore, green shadows whirling, a school of poetry and painting scenery. Beside the bridge stands a stone with the inscription "Heshun, the Charming Town of China". It is a photo entry point for tourists to Heshun, and also a witness of a historic turning point in the development of Heshun ancient town.

Heshun is an ancient town with a history of 600 years. During the Hongwu period of the Ming Dynasty, soldiers from Sichuan and Hunan took root and blossomed here. Since the middle of the Ming Dynasty, people in Heshun traveled along the southern Silk Road and created a number of multinational companies, grand businessmen and cultural celebrities in the past several hundred years. Heshun ancient town has become a pearl in the border area. After the War of Resistance against Japan, the southern Silk Road was blocked, and Heshun people had no source of living, and the ancient town gradually declined. In the 1980s and 1990s, the agricultural town of Heshun was economically backward and its people were not rich.

In November 2003, HESHUN ANCIENT TOWN DEVELOPED ITS TOURISM ACCORDING TO THE IDEA OF "PRESERVING STYLE, EMERGING culture, appropriate matching and harmonious DEVELOPMENT". The unique charm of HEShun ancient town has been gradually discovered and emerged, which amazes the world.

In 2005, HEShun ancient Town stood out from more than 180 participating towns in China and won the title of "China's Top Ten Charming Towns" and the only grand prize in the selection of Charming Towns held by CCTV.

With the blessing of "charming town", HEShun ancient town began to change from a traditional agricultural town to a tourist town.

Aerial panorama of Heshun Ancient town. Photo taken by Ruchen

Culture and tourism integration "Heshun" brand more and more brigh

Over the past 600 years, the forefathers of Heshun ancient town formed a unique architectural culture, ancestral hall culture, folk culture and overseas Chinese culture in the process of blending with the border culture, South Asian culture and Western culture. The rich and unique cultural resources have unique charm and irreplaceable cultural value, which provides unique conditions for the ancient town to carry out cultural and tourism integration and cast the "Heshun" brand.

The premise of cultural and tourism integration is the protection of resources. "To protect traditional blocks, ancient buildings and cultural relics is to preserve the history and context of the city; We should cherish and respect ancient buildings, old houses and old blocks ", which is also the action guide for Heshun ancient town to protect ancient town resources in the integration of culture and tourism. The ancient town style is regarded as the lifeblood of cultural and tourism development. In order to protect the style and style, the enterprise and the government conducted a survey and research on the ancient buildings of more than 80,000 square meters in Heshun ancient town, and established electronic documents on the history, current situation and architectural features of the ancient buildings. Protection of famous trees and ancient trees. The PROMULGATION AND IMPLEMENTATION OF THE REGULATIONS ON THE PROTECTION OF HEShun Ancient TOWN symbolIZED THAT THE PROTECTION OF HESHUN ANCIENT TOWN HAD A legal guarantee.

In the process of cultural and tourism integration, it is emphasized to protect the ancient town style, one of the main contents is to protect the ecological environment. The scenic area fully practices the concept of "clear water and green mountains are gold and silver mountains", and scientifically handles the relationship between environmental protection and enterprise development. The local government has made scientific protection plans for wetlands and other resources, and established a pastoral scenery protection zone with the support of the Party Committee and government to retain the pastoral scenery of Heshun ancient town. A series of water environment improvement and landscape improvement projects have been carried out in the ancient towns of Yeya Lake, Zhanhe River, Longtan and Yuzhou Pavilion.

In particular, the river, after protection and governance here a pastoral beauty. In addition, the project of "impression on water" is created by ecological techniques, so that the river area becomes a good place for tourists to "do farming, appreciate the lotus, watch birds, swing boats" and "see the mountains, see the water, remember to live in nostalgia" to enjoy the rural scenery.

The focus of cultural and tourism integration in Heshun ancient town is the inheritance and presentation of fine traditional culture.

Heshun ancient town is more than 600 years "and, propriety, righteousness, loyalty, filial piety, frequently" good start-up culture heritage, such as after finishing, dig the enrichment and Dan eighteen stories, through the relief form of art, a showcase and emerge in the history of moral models, cultural and educational pioneer, the anti-japanese heroes, patriotic model, such as corridor "step one scene", "one scene a story," It has become a new highlight integrating artistic, ornamental, display and educational functions in the ancient town.

In the process of cultural and tourism integration, the life scene of the ancient town is activated so that tourists can immerse and experience the charm of the ancient town. In the alley of Heshun in the ancient town, the horse gang Museum, the Dian Business Hall and the Walk Yi Museum... Together, it has become the epitome of Heshun culture, allowing people to taste the ancient rhyme of civilization stretching over 600 years. Intangible cultural heritage such as ancient paper making, shadow puppets and participatory performance projects are presented in the alleys. The alleys build a hub connecting modern people with history and culture, giving people a taste of a "living ancient town".

Through cultural and tourism integration based on protection and inheritance, adhering to the concept of innovative development, the cultural and tourism industry as a lever, leveraging rural revitalization, so that villagers will have a better living environment and a happier life.

Since 2005, Heshun Ancient Town has been awarded as a national town with beautiful environment, a national AAAA scenic spot, a national historic and cultural town, a National Cultural Industry Demonstration base, and a characteristic town of Yunnan Province.

Nowadays, with the creation of the label "world Tengchong, World harmony", Heshun is becoming famous and known by more and more people.

Innovation enables the development of ancient towns with new charm

Looking back on the development of HEShun Cultural Tourism, integrity and innovation have always been the driving force of Heshun's development, not only the summary and practice of Heshun's development model, but also the management and marketing of scenic spots.

With the help of characteristic towns, the establishment of 5A scenic spots as an opportunity to carry out service innovation. We will adhere to the concept of whole-region tourism development, further promote the standardization of tourism, accelerate the quality improvement of scenic spots, and continue to innovate and improve tourism, accommodation, catering and other supporting services. Through the implementation of the "Visit Yunnan with a Mobile Phone" project, the scenic area has accelerated the progress of intelligent development, established 98 5G free WiFi digital points, built an environmental monitoring system, and purchased more than 10 sets of smart travel and face scanning facilities and equipment. Install cameras to improve security capabilities, complete the intelligent upgrade of scenic spot management services, and supplement and improve the intelligent explanation system of itinerations; Integrate the needs of the tourist end and the management end, build intelligent systems such as safety emergency and intelligent fire fighting, improve the two-dimensional code explanation function, and supplement and improve the intelligent explanation system of itineraries. Intelligent service, intelligent management and intelligent operation will be realized to enhance tourists' intelligent tour experience.

Centering on maintaining and strengthening the feature of "living ancient town", we should strengthen product innovation, follow the concept of cultural tourism as the form and business as the interior, enrich the content experience of heshun cultural tourism, tell good Heshun stories, and launch interesting and novel activities such as "Fun Fair" and "Han Style Theater". Through "Intangible cultural heritage Theater", "Overseas Chinese Hometown", "Horse band Song", "Impression on water" and other performance programs, the history and culture are embodied, enriching the cultural soul of ancient town tourism.

On the road of innovation, the scenic spot looks forward and pays attention to the present, creating new highlights, injecting new content and providing new experiences around the new needs of different tourist groups. For example, during the National Day, new contents such as immersive garden drama "The Sky Falls Apart" and talk show were introduced for the first time, and the mode of "performance + tourism" was tried, so as to make the ancient style and rhyme of the ancient town collide and blend with the fashionable and young pop culture. Further enhance the cultural and experiential nature of the scenic spot.

In the future, Heshun Ancient Town will take its long and profound history and culture and years of brand cultivation as the core, fully tap the unique historical, cultural and natural resources advantages of the ancient town, and carry forward the excellent traditional Chinese culture. At the same time, it will actively enhance the cultural experience of the ancient town, integrate young fashion business forms, combine business elements such as Guo Chao, Yuan yuan and Yuan universe with the history and culture of Heshun, strengthen the economic atmosphere at night, and shape the unique IP of Heshun ancient town. We will further promote the use of literature to shape tourism and reflect the use of tourism to enhance literature. Take customer demand as the guidance, product research and development as the core, introduce resources, optimize the allocation. At the same time, keep up with the trend of The Times, make good use of new media technology, promote the integrated development of culture and tourism, rely on cultural resources to create tourism products, improve the quality of tourism, so that people's harmonious journey will become an unforgettable spiritual journey, cultural journey.