Sanya takes Hainan Island International Film Festival as an opportunity to inject new vitality into the cultural tourism industry.
Hainan Daily reporter Li Yanmei
Walking into the cinema to watch movies is not a new thing; But watching movies on the top of the mountain is a novel experience for many people. On the evening of November 17th, in the Luhuitou Scenic Area in Sanya, tourists from all over the country, together with local residents in Sanya, "unlocked" this new experience: facing the sea, facing the breeze and feeling the fun of watching movies at the top of the mountain.
On the evening of December 17th, in the Luhuitou Scenic Area of Sanya City, citizens watched an open-air movie in a romantic night. Hainan Daily reporter Wang Chenglong photo
It is reported that the 5th Hainan Island International Film Festival has set up a "Golden Coconut Carnival" unit to carry out a variety of film-themed activities in scenic spots, hotels and communities in Sanya, including film screening, film fairs, film and television golden melody concerts, punching in and taking pictures of film installations, etc., integrating film and music culture with natural elements such as the sea and coconut wind, so that citizens and tourists can enjoy the light and shadow feast of Qiongdao in a multi-point, multi-dimensional and immersive way.
Hainan Island International Film Festival is an important window to show Sanya’s urban scenery and cultural connotation, and it is also an important opportunity to enrich the supply of products and promote the consumption of cultural tourism. The tourism departments and tourism enterprises in Sanya seize the opportunity of the film festival, and through a series of cultural tourism activities with urban characteristics, let the film empower tourism development, let tourism plug in the "wings" of the film, and open a new two-way journey of culture and tourism on Lucheng land.
In Luhuitou Scenic Area of Sanya City, tourists brought their children to participate in the "Golden Coconut Carnival". Hainan Daily reporter Wang Chenglong photo
Outdoor screening allows fans to "fancy" the movie.
"There are only a handful of cities in China that can watch movies outdoors in December. This is the romance of Sanya." On the evening of December 17th, Chen Wei, a Harbin tourist, met a light and shadow date in Luhuitou Scenic Area. We originally planned to play for 1 hour, and finally we had a good time for 3 hours before ending the trip.
As one of the characteristics of Hainan Island International Film Festival, outdoor screening has always been concerned and loved by fans. The outdoor screening of this year’s film festival was upgraded to the "Golden Coconut Carnival", and a four-day "Light, Shadow, Cultural Tourism and Benefiting the People" special activity was held at the top of Luhuitou Scenic Area, Anaya Community Lawn, the theater of St. Regis Yalong Bay and Wanning Riyuewan, so that citizens and tourists could share a movie feast.
At 18: 30 every day from December 17th to 20th, Luhuitou Scenic Area will show films such as Forgive him 77 times, Nobody and New never to lose. The big screen is set below the sculpture of Luhuitou, and the audience can sit along the stairs, not only enjoying the film, but also enjoying the graceful night view of Sanya.
Since July 1st last year, Luhuitou Scenic Area has been open to citizens and tourists free of charge, which has attracted a large number of local residents to return. Wei Wu, a citizen of Sanya, is one of them. He will visit the scenic area from time to time. This time, when he learned that Hainan Island International Film Festival was holding activities in Luhuitou, he came to experience it with his wife and son. "After watching the sunset, you can not only enjoy the night scene, but also watch many movies for free. This trip is worth it." Wei Wu said.
Diversified activities let the host and guest share the beauty.
The activity site of Luhuitou Scenic Area integrates film market, film and television golden melody concert and interactive games, so that visitors can experience the "cultural atmosphere" of the market, "fireworks atmosphere" of film and television food and "life atmosphere" of interactive games while camping and watching movies.
Citizen tourists participate in the Golden Coconut Carnival film and television golden melody concert. Hainan Daily reporter Wang Chenglong photo
On the basis of covering market, interaction and music performance, the Anaya community activity site combines light and shadow art with camping form to meet the audience’s visual feast and leisure and entertainment needs.
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Hainan Daily reporter learned that the activities of the 5th Hainan Island International Film Festival "Golden Coconut Carnival" are rich in content. In addition to film screening, there are also activities such as film theme market, film and television golden melody concert, and film atmosphere group photo punching, creating a "playable, audible, viewable and enjoyable" cultural tour that integrates new formats, new consumption and new hotspots, and continuously releases new kinetic energy for the integration and development of cultural tours in Sanya.
In addition to colorful offline activities, this year’s "Golden Coconut Carnival" also highlights the characteristics of national participation. Sanya Tourism Development Bureau launched the "Travel with Movies" challenge on the online social platform, attracting nearly 100 fans to participate in the event, with a total online exposure of 5.3 million times. The continuous exposure of online topics has aroused the public’s expectation and concern for the "Golden Coconut Carnival", which has set off the upsurge of watching movies for the whole people and the enthusiasm for traveling to Sanya.
"Holding the activities of Hainan Island International Film Festival in scenic spots, communities and hotels is also a concrete practice of Sanya’s continuous implementation of the concept of" host-guest sharing ",which not only allows tourists to discover the more interesting and fun side of Sanya, but also drives the popularity of tourism to soar, releasing more consumption potential, enriching the daily life of citizens and letting everyone rediscover the beauty of’ home front’." The relevant person in charge of Sanya Tourism Development Bureau said.
At the scene of the "Golden Coconut Carnival" in Luhuitou Scenic Area, Sanya City, citizens participated in the prize-winning quiz. Hainan Daily reporter Wang Chenglong photo
The integration of cultural tourism makes Sanya’s vitality emerge
In recent years, Sanya has frequently become the location of film and television works. These film and television works with different themes have further shaped Sanya’s diversified business cards and demonstrated Lucheng’s open and inclusive attitude. At the same time, on the occasion of Sanya’s tourist season, a Covenant of light and shadow not only enriches the cultural life of citizens and tourists, but also enhances the new enthusiasm of Sanya’s tourism and injects new vitality into the development of cultural tourism industry.
"The holding of the Hainan Island International Film Festival has set up a new platform for cultural exchanges between Hainan and Sanya facing the world. Sanya will also actively use this platform to give full play to the policy advantages of Hainan Free Trade Port and Sanya’s unique natural resource endowment to promote the high-quality development of Sanya’s cultural tourism industry. " Zhou Chunhua, member of the Standing Committee of Sanya Municipal Committee, Minister of Propaganda Department and Deputy Secretary-General of Hainan Island International Film Festival Organizing Committee, said.
Not only film festivals, this year, a number of trendy cultural tourism activities with strong interactivity and full of experience, such as music festivals, comedy performances and exhibitions, have been held in Sanya, which not only makes the city more interesting and fun, but also drives the soaring popularity of tourism, releasing more consumption potential and promoting the deep "marriage" between tourism industry and cultural industry.
At present, the main force of travel is getting younger and younger. Young customers are not satisfied with a single sightseeing experience. They show their individuality and pursue trendy, personalized and novel travel experiences, hoping to play with their own characteristics and tricks. Sanya is also actively adapting to market changes, combining with the preferences of young customers, launching a number of activities with distinctive features and rich connotations, shaping a new image of Sanya as a young, fashionable and international city, and making Lucheng "swim" younger and younger.
Next, Sanya will take advantage of the IP of film festivals and music festivals to continue to release its attraction, so that more young people will focus on Sanya, drive more young tourists to Sanya, and attract more brand activities to settle in Sanya, realizing "traffic" and "retention".
(Hainan Daily, Sanya, December 18th)