The 2021 National Conference of Directors of the Department of Culture and Tourism emphasized that it is necessary to thoroughly study and implement the spirit of General Secretary Xi Jinping’s important expositions on culture and tourism, and enhance the sense of responsibility and mission. It is necessary to deeply grasp the strategic deployment of the integrated development of culture and tourism, deeply understand and conscientiously implement the promotion of the deep integration of culture and tourism, and realize the mutual promotion and complementarity of culture and tourism.

Culture is the soul of tourism, and tourism is the carrier of culture. The integration of culture and tourism is an important way to promote the high-quality development of the culture and tourism industry, which helps to enrich characteristic culture and tourism products, and cultivate new types of culture and tourism. In the process of promoting the integration of culture and tourism, there are still problems such as insufficient exploration of cultural connotation, insufficient integration of culture and tourism industries, and insufficient maturity of cultural consumption systems and mechanisms. Standing at the starting point of the new era, how to achieve the organic integration and high-quality development of culture and tourism is a common proposition for the entire industry. In this process, large-scale tourism companies must give full play to their own advantages, dare to take responsibility and act bravely, and contribute to the in-depth integration of cultural tourism and the high-quality development of the industry.

The first is to strengthen cultural self-confidence and promote the integration of culture and tourism through business innovation. The integration of cultural and tourism can promote and enhance cultural self-confidence. At the same time, the premise of cultural and tourism integration is precisely cultural self-confidence. With the continuous economic and social development and the improvement of people's living standards, tourism based mainly on sightseeing can no longer satisfy tourists' desires of "innovation, wonder, knowledge, and pleasure". This requires in-depth excavation of excellent cultural resources, including cultural heritage relics, historical and cultural traditions, local customs of various ethnic groups, etc., integrate historical culture and modern civilization into the development of tourism economy, vigorously promote excellent national culture and national spirit, and carefully build more Tourism boutiques and original IPs that reflect cultural connotation and humanistic spirit, enrich characteristic culture and tourism products, cultivate new cultures and tourism formats, and make natural landscapes more charming and cultural experience full of charm. Over the past 30 years of development, OCT has always adhered to cultural self-confidence, and continuously explored the cultural connotation of projects in various places. Starting from the first domestic cultural landscape theme park Splendid China·Chinese Folk Culture Village, Window of the World, Happy Valley, A batch of high-quality cultural tourism products such as Happy Coast and Gankeng Hakka Town.

The second is to increase scientific and technological innovation and cultivate new kinetic energy to promote industrial upgrading. At present, the driving force for the development of the culture and tourism industry is shifting from being driven by resources and factors to driven by technological innovation to meet the actual requirements of consumption iteration and industrial upgrading. Technology makes astronomy, geography, hydrology and humanities more immersive and participatory, and can realize digital connections that can be visualized anytime, anywhere. In the process of cultural and tourism integration, we need to strengthen the use of technology to promote the conversion and application of big data, artificial intelligence, 5G, immersive experience, human-computer interaction and other scenarios in multiple business fields, and build new retail, smart hotels, and smart Scenic spots, smart tourism platforms, explore the application space of drones, unmanned driving, etc. in enhancing consumer experience, and use technological innovation to empower industrial development, transformation and upgrading. In 2020, OCT signed a strategic cooperation agreement with a well-known Internet company. It plans to carry out in-depth cooperation in multiple areas such as overall intelligence improvement, new cultural and tourism integration, deep exploration of the value of big data, and ecological interconnection, and explore cultural resources with the help of technology and digital power. A new direction for the upgrading and development of the tourism industry.

The third is to deepen institutional innovation and promote high-quality development of culture and tourism. For a long time, culture has focused on business attributes and tourism has focused on industrial attributes. A large number of hidden barriers and industry segmentation have caused difficulties for the deep integration of cultural and tourism. At the same time, the cultural and tourism industry has invested heavily in financing, and financing is relatively difficult. The lack of a comprehensive cultural and tourism industry support system has restricted the diversified development of culture and tourism to a certain extent. To promote the deep integration of culture and tourism, it is necessary to improve the system and mechanism for the integration and development of culture and tourism to provide institutional guarantees for the deep integration and innovative development of culture and tourism. For example, it can strengthen the guidance of policies and regulations, study and formulate relevant supporting policies and measures, especially in the aspects of finance, finance, land use, and talent guarantee, to provide policy support for the integrated development of cultural and tourism; incorporate the promotion of integrated cultural and tourism development into relevant cultural development reforms Planning and tourism development planning, planning and designing a number of important projects, key projects, and major measures; actively building integrated development platforms and carriers, creating a good environment, and letting all the sources of creativity that are conducive to the integrated development of culture and tourism flow fully.

In the new era, to promote the integration of cultural and tourism development, we must adhere to the people-centered approach, provide more excellent cultural products and high-quality tourism products for the masses, enrich the people's spiritual world, strengthen the people's spiritual strength, and meet the people's spiritual needs. The occurrence of the new crown pneumonia epidemic requires the culture and tourism industry to pay more attention to the individualized, diversified, and segmented needs of consumers, be market-oriented, innovate development models, and give full play to the empowering role of culture and the fulcrum of promoting high-quality development Actively seek the integration points of each link of the cultural and tourism industry chain, promote the integration and development of culture and tourism in a wider, deeper and higher level, and continuously enhance the people’s access to high-quality cultural and tourism supplies Sense, happiness.

2021 is the first year of the "14th Five-Year Plan" and the 100th anniversary of the Communist Party of China. This is a year of special importance in the process of my country's modernization drive. The tourism industry will usher in brand-new development opportunities, which will stimulate culture and tourism to further play a comprehensive and leading role, and help build a new development pattern.

As the only domestic enterprise group that has been rated as one of the top 30 national cultural enterprises and the top 20 China Tourism Group, OCT will firmly grasp the main line of tourism supply-side structural reform, adhere to the strategic basis of expanding domestic demand, and give full play to the industry's leading role and industry. Development advantages, based on the domestic big cycle, help smooth the domestic and international double cycles, in the new development pattern, promote cultural and tourism work to create a new situation, and strive to move towards the grand goal of a world-class enterprise group with global competitiveness.