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《关于进一步促进文化和旅游消费若干措施》的政策解读

丽水市文化和广电旅游体育局 2024/09/06 17:58

为深入贯彻全市文旅产业高质量发展会议精神,切实落实文旅产业高质量发展要求,聚力建设具有鲜明丽水特色的现代文旅产业体系,打造文旅产业高质量发展的山区样板,加快建设文化和旅游强市。制定了《关于进一步促进文化和旅游消费若干措施》(以下简称《若干措施》),现将有关情况解读如下:

一、出台背景

2023年中央经济工作会议提出“积极培育文娱旅游等新的消费增长点”,把文旅消费摆上重要内容。文旅消费已经成为各地繁荣消费市场,拉动经济发展的重要渠道,同时人们对于高品质的文旅供给需求日益旺盛。文旅产业作为丽水市富民强市的支柱产业之一,近年来对促进农民增收,推进乡村振兴及革命老区共富起到了重要作用。

目前我市2021年出台的《丽水市推动生态旅游业高质量发展若干意见》(丽政发〔2021〕2 号),两年来,市本级兑现奖励资金439.91万元,对推进全市文旅发展起到了积极作用。但与上级新要求、兄弟地市新政策和文旅市场发展的新趋势相比,我市现有文旅政策奖励重点需要适度优化,奖励标准也需要适度提升,与周边地市保持合理平衡,更有效助推丽水文旅产业高质量发展。

二、文件依据

(一)国务院办公厅印发《关于释放旅游消费潜力推动旅游业高质量发展的若干措施》的通知(国办发〔2023〕36号)。

(二)省文旅深度融合专班《关于进一步促进文化和旅游消费的若干措施》(浙文旅融办〔2023〕10 号)

三、主要内容

《若干措施》按照“抓文旅发展就是抓稳增长、抓扩投资、抓促消费”理念,重点围绕鼓励“引客入丽”、支持大型商演、优化通景交通、支持项目建设、鼓励多元推广等五个方面制定奖励办法。

(一)鼓励“引客入丽”。突出政策赋能和杠杆作用,更加注重对市场主体的撬动作用,以及市场主体对行业的贡献度。加大“引客入丽”的力度。如对组织市外游客来丽人数达到激励门槛并在市区住宿1晚以上、游览丽水A级收费景区2个以上的旅行社实行分段超额累进奖励。设立“旅游送团特别贡献奖”,对组织市外游客年累计5000人以上且游客总数排名前10名的市外旅行社进行奖励。

(二)支持大型商演。通过政策引导大型演艺落地,形成导流与宣传效应,带动市场人气,实现丽水文旅出圈破圈,为整个文旅市场注入了活力。同时鼓励市级部门和各县(市、区)加强大型商演配套服务支持和消费优惠政策,拉动整体文旅消费。

(三)优化通景交通。通过开通旅游直通车,解决“最后一公里”的通达瓶颈问题,且顺应当前旅游市场小团化、个性化、品质化趋势。

(四)支持项目建设。建立重大文旅项目土地和资金要素激励机制,通过全市资源集聚,奖励招引有效果的县(市、区),进一步提升各县(市、区)推动文旅项目落地的积极性。

(五)鼓励多元推广。出台专项政策,全市域统筹,积极培育具有丽水辨识度和国内外影响力的现象级文旅产品。对利用各大新媒体平台推广丽水区域形象的原创视频或图文发布者,根据单个视频或图文的全网传播指数予以奖励,推动丽水文旅吸引力、美誉度、竞争力整体提升。

四、执行范围和时间及注意事项

本扶持奖励政策按就高不重复享受原则,自2024年11月1日起施行,有效期2年。政策奖励资金按现行财政体制由各县(市、区)分级分担。原有相关政策与本政策不一致的,以本政策为准。

五、解读机关及咨询方式

解读机关:丽水市文化和广电旅游体育局

解读人:陈兵

咨询电话:0578-2656266