In the morning of January 14th, 2020 China·Yunnan·Luoping International Canola Flower Culture Tourism Festival and Luoping Tourism Promotion Conference were held in Beijing by Luoping county-level CPC party committee and people’s government of Luoping county. Attendees included Ma Hongmei, director of Beijing office of Yunnan Provincial People’s Government, Wang Guan, general secretary of Chinese National Culture and Art Promotion Association, Zhang Jixiao, president of College of Art and Design of Beijing Forestry University, Wang Zhengli, deputy county chief and member of the standing committee of Luoping CPC party committee, Chen Min, director of Luoping bureau of Culture and tourism, and so on. More than 100 people from relating travel agencies, OTA, cultural tourism enterprises and media also attended the conference.
In the conference, Ma Hongmei, director of Beijing office of Yunnan Provincial People’s Government, said that in recent years, Yunnan province had been constructing Western Yunnan Tourism Ring Road which was a part of realizing the principle that “lush mountains and lucid water are gold and silver mountains”. The aim was to establish world-level tourism products, including “walking on the grassland of snow mountains”, “walking on the bank of Erhai Lake of Cangshan Mountain”, “riding through Nujiang River gorge”, “admiring the joining of three rivers from above”, “living in the hotel on the mountainside”, “experiencing hot springs” and “enjoying natural oxygen bar”, all of which had such high attraction that once visitors come, they didn’t want to leave. She said that Luoping was one of the important tourist destinations in Yunnan province and Qujing. It’s a piece of land that was amazing, beautiful and vigorous. The combination of special karst landform and custom of ethnic minorities was the secret of it’s unique scenic beauty which was a painting of the harmonious coexistence of man and nature.
Wang Zhengli, deputy county chief and member of the standing committee of Luoping CPC party committee said in his speech that Luoping had favorable geological advantages with good transportation. It’s tourism resource with customs of ethnic minorities was the best among the east region of Yunnan province. He said that the tourism festival highlighted principles of “tourism+culture”, “tourism+art” and “tourism+sports”; core of “development supported by festival and conference”; direction of “government dominance, social participation and government operation”; goals of “characteristic, high-standard, profitable and people-benefiting” and demands of “high standard, quality and level”. All of the factors above led to the creation of a brand IP of Luoping International Canola Flower Culture Tourism Festival which was conducive to the construction of an all-for-one tourism demonstration area as well as to further improve the economic benefit and brand image of Luoping tourism.
A fashion of products of flower fairy IP was the beginning the introduction. The path for Luoping International Canola Flower Culture Tourism Festival to develop a new brand started with Duoyi, the image of the IP and a logo, both of which were designed by Zhang Jixiao, president of College of Art and Design of Beijing Forestry University.
In the conference, Chen Min, director of Luoping Bureau of Culture and Tourism made a theme introduction named “Luoping only has one scenic area which is Luoping itself”. From multiple angles and perspectives, he analyzed the latest achievements and the eight characteristics of Luoping tourism development, including “beautiful Luoping, healthy Luoping, artistic Luoping, Luoping of ethnic minority customs, research in Luoping, cultural innovation in Luoping, and food in Luoping”.
Shao Shuli, deputy director of Luoping Bureau of Culture and Tourism, introduced in detail the content of Luoping International Canola Flower Culture Tourism Festival and Luoping’s cultural all-for-one tourism in the whole year. There would be a four-season tourism about “canola flower in spring, waterfall in summer, mountains in autumn and fog in winter”. There would be international canola flower culture tourism festival in spring; water carnival in summer; golden autumn harvest festival in fall and dreamy fog online celebrity festival in winter, which was the plan for amazing events in every month and season.
The conference started with the song “Travel in Luoping” and ended with the song “I’ll Wait for You in Luoping”. the lasting melody and touching lyric expressed the beautiful scenic beauty, sang for hospitality and brought people back to their happy time in Luoping.
Outside the conference hall were pictures of amazing events and history of Luoping International Canola Flower Culture Tourism Festival. There’s also an exhibition of fun, delicious and good-looking tourism products in Luoping to show the local features and city attraction. Guests went to have a look. At last, heads of government and institutions jointly conducted the initiation process of the cultural tourism festival, marking the official beginning of the Luoping International Canola Flower Culture Tourism Festival.