Tourism Development Report on River Valley Civili…

The Tourism Development Report on River Valley Civilization(hereinafter referred to as the Report), compiled by the World Tourism Alliance (hereinafter referred to as the WTA) and the Linfen Municipal Bureau of Culture and Tourism of Shanxi Province, written by the College of Tourism and Service Management of Nankai University, was released in Beijing on November 28th 2019. Based on a lot of references and research in China and abroad, the Report introduced the origins and development of tourism activities of civilizations of six rivers that include the Amazon River, the Yellow River, and the Yangtze River, analyzed the demand, development benefits, and challenges of the river valley civilization tourism market, explained the development model of the river valley civilization tourism, and summed up experience and ideas with respect to the development of the river valley civilization tourism.

According to the Report, with rapid economic and social development as well as the transformation and upgrading of the demand of the tourism market, the development of the river valley civilization tourism requires more tourism planning and regulations, with an emphasis on the effective use of the space and the environment as well as on the functions of rivers and valleys. Tourists are now changing their preferences toward product consumption, as evidenced by the rising popularity of the tourism products that offer great experiences, such as the experiences of exotic folk cultures and hot spring spa. Deep experiences will become the dominant theme when it comes to the development of high-quality products. In the past, tourist development was mostly focused on the domestic market and less on the international one. But as the market further develops, international tourists are now on the rise, which makes market segmentation increasingly important and necessitates more targeted sales of river valley tourism products.

It’s believed in the Report that the development of the river valley civilization tourism is in line with the culture-tourism integration in the new era of industrial development, that it has promoted the exchanges among various civilizations and their coordinated development as well as the development of the river valley tourism, that it has offered development models and plans for river valley tourist destinations and governments, and that it’s still confronted with such challenges as the protection and inheritance of the river valley resources and the sustainable development of the river valley civilization tourism.

It’s mentioned in the Report that Linfen is to develop and exploit the Yellow River as a start to build the “The Spirit of Yellow River, The Feature of Shanxi” brand, with a view to turning the city into a tourist destination that is culturally connected with the Yellow River. While developing the river valley civilization tourism, the city will give more publicity to its cultural and tourism characteristics, offer a complete set of tourism services, innovate development models, enhance inter-regional tourism cooperation, build a talent pool, increase brand marketing, and innovate products based on tourist demands, with the aim of providing tourists with higher-quality tourist products.

Against the backdrop of greater endeavors for ecological progress, consumption upgrading, and culture-tourism integration, said the Report, the river valley civilization tourism is meeting with brand new opportunities of development. The Report is conducive not only to the social, economic, cultural, and tourism development alongside China’s river valleys, but to the culture-tourism integration and transformation and upgrading of the culture-tourism industry as well as the exchanges among various river valley civilizations in the world.

原标题：《Tourism Development Report on River Valley Civilization Released》