欧宝体育

1. Introduction to the Project

1.1 Project background

1.1.1 Project introduction

The project is located in Nong’an County, under the jurisdiction of Changchun City, Jilin Province. Nongan County, historically known as Huanglongfu, was a royal city of two generations and a key town of five dynasties. It is one of the important birthplaces of Northeast China civilization. With a cultural history of over 6000 years and a city building history of over 2000 years, it shines like a pearl outside the Great Wall on the vast black land. The project relies on the historical background and cultural heritage of the ancient city of Nong’an County to create a cultural and leisure tourism block that integrates cultural leisure, artistic style, specialty shopping, catering and accommodation, and cultural experience. It is a key cultural and tourism leisure project in Nong’an County.

1.1.2 Market prospect

(1) Analysis of the current situation of China’s cultural tourism market

As an important component of the national economy, China’s tourism industry has achieved sustained and rapid development in recent years, demonstrating significant market vitality and enormous growth potential. This industry covers multiple sub-sectors including scenic area management, travel agency services, hotel accommodation, catering and entertainment, forming a complete industrial chain. From the development and protection of tourism resources, to the design and marketing of tourism products, to tourism services and experiences, all links are closely connected, jointly promoting the prosperity of the tourism market. With the improvement of consumption level and the acceleration of digital transformation, China’s tourism industry is developing towards personalization, intelligence, and greenness, providing more diverse tourism experiences for global tourists. At the same time, the cooperation and integration between upstream and downstream enterprises in the industry chain are constantly deepening, jointly promoting the sustainable and healthy development of the tourism industry.

In the first quarter of 2024, China’s domestic tourism revenue reached 1.52 trillion yuan, a year-on-year increase of 17.0%, setting a new historical high. The number of domestic tourists reached 1.419 billion, a year-on-year increase of 16.7%, indicating a strong recovery in the tourism market. The average travel expenditure per trip reached 1071 yuan, and the average travel expenditure of both urban and rural residents reached a historical high, indicating that tourism consumption power is continuously being released.

Cultural tourism is attracted by the differences in regional culture, characterized by the collision and interaction of cultures, and the fusion of cultures. It has features such as ethnicity, artistry, mystery, diversity, and interactivity. As a key driving force for consumer recovery, the cultural and tourism market is constantly gaining popularity, with new forms and scenarios emerging, and consumption vitality continuing to be released. As tourism gradually becomes a daily consumption for more people, they are increasingly pursuing personalized, diverse, culturally rich tourism products and convenient and thoughtful services.

For example, Datong and Shuozhou in Shanxi, the important locations of Black Myth: Wukong,  the domestic game ushered in a peak of tourism on the Mid-Autumn Festival. According to the data of the same trip, the popularity of travel bookings for the Mid-Autumn Festival in Datong and Shuozhou has more than doubled year on year.

Data shows that during the week ending September 5, 2024, the search popularity for night tours of ancient town gardens in China increased by 77% month on month during the Mid-Autumn Festival holiday, and the search popularity for night boats increased by 42% month on month.

Data shows that during the Mid-Autumn Festival holiday in 2024, the travel market mainly focused on short and medium distance trips, presenting characteristics of high travel frequency and diversified demand. The demand for short and medium distance tourism is strong in regions such as the Yangtze River Delta, Pearl River Delta, Beijing-Tianjin-Hebei, Chengdu-Chongqing urban agglomeration, and Central Plains urban agglomeration. The high-speed railway tourism market is particularly active within 3 hours.

(2) Analysis of cultural tourism prospects of Nong’an County

With the continuous development of the cultural tourism industry, Nong’an County, as an area with rich historical culture and natural resources, has attracted much attention for its cultural tourism prospects.

Nong’an County has rich historical and cultural heritage, which is an important foundation for the development of cultural tourism. In recent years, Nong’an County has further strengthened the protection of these resources and enhanced its cultural tourism appeal through the restoration of historical sites and the hosting of cultural festivals and events. These measures will provide tourists with rich cultural experiences and promote the development of the cultural tourism industry in Nong’an County.

Nong’an County has abundant natural and cultural resources, providing a solid foundation for its tourism development. Nong’an County is located in the hinterland of the Songliao Plain, with a long history and profound cultural heritage. This is the capital city of Fuyu Kingdom, with a history of over two thousand years. It is an important political, economic, cultural, and military center in Northeast China. Yue Fei’s oath and Li Dazhao’s poetry made Nong’an famous far and wide. In addition, there are many famous historical relics in Nong’an County, such as the ancient pagoda of the Liao Dynasty and the Jingang Temple, which attract a large number of tourists to visit.

In recent years, the government of Nong’an County has vigorously developed comprehensive tourism around the goal of creating a “Changchun’s backyard” that integrates rural scenery, local culture, and water town charm. By connecting characteristic industries and beautiful rural areas through water systems, Nong’an County continuously improves the green engine of economic development and promotes the upgrading of comprehensive tourism. Taipingchi Tourist Resort is a successful case, relying on the water system to build beautiful landscapes and leisure facilities, attracting a large number of tourists to come and play and relax.

With the promotion of the rural revitalization strategy, Nong’an County will continue to adjust its industrial layout and promote the development of characteristic advantageous industries. For example, by developing the sticky bean bun industry, Nong’an County not only increased farmers’ income, but also promoted the development of local agricultural products industry. This successful case has injected new vitality into the tourism development of Nong’an County.

In summary, with its abundant natural and cultural resources, active government promotion, and comprehensive tourism development strategy, Nong’an County has a very optimistic tourism prospect and is expected to become an important tourist destination in Northeast China in the future.

1.1.3 Advantageous conditions of project construction

(1) Policy advantages

The Ministry of Culture and Tourism mentioned in the issuance of the Domestic Tourism Enhancement Plan (2023-2025) to create high-quality tourist destinations. Build a number of world-class tourist attractions and resorts with rich cultural heritage. Implement the action of empowering urban renewal with cultural and tourism industries. Create a group of national level tourism and leisure cities and neighborhoods with distinctive cultural characteristics. Guide and promote the construction of national 5A level tourist attractions and national level tourist resorts. Carry out pilot projects to empower rural revitalization with cultural industries and promote the improvement of rural tourism operation level. Launch a batch of national key rural tourism villages and towns, rural tourism clusters, and international rural tourism destinations.

The General Office of the State Council has issued the Measures to Release the Potential of Tourism Consumption and Promote the High-quality Development of the Tourism Industry, which points out that 30 work measures are proposed to promote the high-quality development of the tourism industry from five aspects: increasing the supply of high-quality tourism products and services, stimulating tourism consumption demand, strengthening inbound tourism work, enhancing industry comprehensive capabilities, and ensuring measures.

(2) Location and transportation advantages

Nong’an County is located at the geometric center of Northeast Asia and is an important component of the pilot zone for the development and opening up of the Northeast region, as well as an inland port for the national strategy of Changchun-Jilin-Tumen. The county town is 60 kilometers away from Changchun, the provincial capital located within the half-hour economic circle of Changchun, 90 kilometers away from Changchun Longjia International Airport, 700 kilometers away from Dalian Port, and only 20 kilometers away from the multi-functional inland port (Changchun Xinglong Comprehensive Bonded Zone) in the south. Changchun-Baicheng Railway, Changchun-Baicheng Highway, and G12 Expressway run north-south in the area, with developed transportation.

(3) Resource advantages of the project

Nong’an County Committee and Government attach great importance to the development and construction of tourism, deeply exploring the four characteristic resources of “culture, water, agriculture, and industry”, and focusing on the construction of the four major tourism industry sectors of “historical culture, ecological wetlands, rural leisure, and characteristic industries”. The county’s cultural and tourism projects are becoming increasingly mature. At present, the county has one national 4A level tourist attraction - Liao and Jin Dynasties Cultural Park, two 3A level tourist attractions - Liaota Tourist Park and Jianpeng International Horse Center, and eight A-level or above rural tourism management units. Chenjiadian Village, one of the most beautiful rural areas in China, and Zhanjia Village, one of the key rural tourism villages in China, are located in Huajia Town. There are over 30 rural tourism operation units and more than 100 leisure fishing sites in the county. Among them, the Liao and Jin Dynasties Cultural Park has been rated as a 5A level rural tourism management unit in Jilin Province. In a few years, the Liao Dynasty Pagoda was promoted to a national level cultural relic protection unit; Boluo Lake has been upgraded to a national nature reserve; Taipingchi has been rated as a national wetland park. It has successively completed the construction of a number of scenic spots such as Baota Garden, Huanglong Grand Theater, People’s Park, and Ecological Longhu Wetland, attracting a large number of citizens and tourists from other places to come for sightseeing and appreciation. The newly built Nong’an Museum is under construction, and a cultural and tourism pattern of historical culture and ecological resources complementing each other is gradually taking shape.

1.2 Contents and scale of project construction

The project covers an area of 200000 square meters. Huanglongfu Cultural Tourism District, Liao and Jin Dynasties Cultural Ancient City, Dreaming of Liao and Jin Dynasties Immersive Performance Experience Theater, featured antique-style B&B, photography theme base, tourist service center and food commercial street, etc.

1.3 Total investment of the project and capital raising

The total investment of the project is 1.6 billion yuan, including the construction investment of 1.28 billion yuan.

1.4 Financial analysis and social evaluation

1.4.1 Main financial indexes

After the project reaches the production capacity, its annual sales revenue will be 935.67 million yuan, its profit will be 280.7 million yuan, its investment payback period will be 7.7 years (after the tax, including the construction period of 2 years) and its return on investment will be 17.54%.

Note: “10 thousand yuan” in the table is in RMB.

1.4.2 Social evaluation

The construction of this research project has significantly improved the overall image of the city and effectively promoted the prosperous development of the local cultural tourism industry. This project not only injects new vitality into the city, but also creates more employment opportunities and economic benefits for residents. The successful implementation of the project has attracted a large number of tourists and investors, further improving the living standards of residents, while also improving infrastructure and public services. In addition, the regional economy has also gained significant driving force, with an increase in economic growth rate and optimization and upgrading of industrial structure. Overall, the implementation of the project has had a profound and positive impact on improving residents’ quality of life and promoting sustainable regional economic development.

1.5 Cooperative way

Sole proprietorship, joint venture or cooperation

1.6 What to be invested by the foreign party

Funds, equipment or technology

1.7 Construction site of the project

Taipingchi Reservoir, Nong’an County

1.8 Progress of the project

A project cooperation plan has been prepared.

2. Introduction to the Partner

2.1 Basic information

Name: Nong’an Economic Cooperation Promotion Center

Address: Xinghua Road, Nong’an Town, Nong’an County, Jilin Province

2.2 Overview

Nong’an County is located in the central part of the Songliao Plain in Jilin Province, covering an area of 5400 square kilometers. It governs 22 townships, 4 streets, and 377 villages, with a total population of 1.2 million. Nong’an County has 382804 hectares of arable land and 353782 hectares of basic farmland, making it the county with the largest arable land area and the largest population in Jilin Province.

The location of Nong’an County is historically known as Huanglongfu, with a civilization history of nearly 7000 years and a city building history of more than 2000 years. It has the reputation of being a “royal city of one generation and a key town of three dynasties” passed down through generations. As a national key cultural relic, the Liao Dynasty Pagoda is the northernmost ancient pagoda in China. It was built in the third year of Taiping during the reign of Emperor Shengzong Yelvlongxu of the Liao Dynasty (1023 AD) and has now become a cultural landmark in Nong’an.

The Liao Dynasty Pagoda is an octagonal thirteen story solid eaves tower, consisting of three parts: the base, body, and brake, with a total height of 44 meters. On the slopes and ridges of each eave of the ancient pagoda, there are various types of beasts such as lions, dragons, and horses, all in different shapes and lively. When the wind blows, the copper bells hanging at the corner of the pagoda dance with the wind, making a buzzing sound, as if telling the eternal legend of the Liao Dynasty Pagoda.

The “No. 1 Jade Dragon in China” unearthed at Zuojiashan Site, more than 6500 years ago, records the earliest origin of the Chinese Long culture. The Mount Wutai site fills the archaeological gap of nearly 10000 years before the Bronze Age in the Songhua River basin. According to the Records of the Three Kingdoms, during the Han Dynasty, Fuyu was the largest vassal state in the northeast region of the Han Dynasty, with “one million households and a prosperous country”, creating the first glorious period in the history of Huanglongfu with written records.

At the National Conference on Cultural Work held in 1960, Bajilei Town was awarded the title of “Bajilei Poetry Township”. Currently, there are more than 4200 rural poetry enthusiasts in the county. Huanglong Opera, the local drama has been exhibited and performed multiple times in Beijing, and has been listed as a national intangible cultural heritage. From Zhang Kongsun, the Minister of Rites and famous calligrapher and painter of the Yuan Dynasty, to contemporary calligraphers and painters Liu Yizhen, Zhu Yuduo, Liu Fusheng, and famous children’s literature writer Xie Hualiang, the continuity of cultural context has deeply planted the charm of this land.

In recent years, Nong’an County has attached great importance to the protection and inheritance of cultural heritage, fully implemented cultural protection projects, focused on promoting excellent traditional culture, deeply excavated the connotations of Huanglongfu culture and Liao and Jin Dynasties culture, accelerated the protection and development process of ancient city walls, launched intangible cultural heritage into scenic spots, intangible cultural heritage research and experience tourism projects, carefully designed fishing and hunting scenes, Liao Dynasty Pagoda construction and other scene experience projects, created a Huanglong opera cultural experience space, prospered literary, calligraphy and painting, and folk art creation, vigorously supported the development of film and media industries, and transformed Nong’an’s cultural and historical advantages into industrial and economic advantages.

2.3 Contact method

2.3.1 Contact method of the partner

Contact unit: Nong’an Economic Cooperation Promotion Center

Tel: +86-431-89936018

E-mail: 1042274541@qq.com

2.3.2 Contact method of the city (prefecture) where the project is located

Contact unit: Changchun Cooperation and Exchange Office

Contact person: Zhang Junjie

Tel:+86- 15704317930

Fax: +86-431-82700590

E-mail: xmc82763933@163.com