旅展融合，“玩”起新时尚

岳俊

思明区有着悠久的会展历史，其旅游资源丰富，人文底蕴深厚，是闻名中外的商旅目的地。

近年来，思明区文化和旅游局组织了一些旅游和会展相融合发展的活动，旅游产业内涵不断的丰富。 特别是今年荣膺“2020首批福建省全域生态旅游示范区”，思明区将成为厦门旅游对外宣传的又一张金名片。

本期专题通过对思明区文化和旅游局张建斌的采访，让中外商旅更加了解思明旅游发展方向，清晰思明旅展融合发展新趋势。

Integrate tourism with exhibition， "play" to create new fashionn

——Interview with Zhang Jianbin， Director of the Bureau of Culture and Tourism of Siming District， Xiamen

Siming District has a long history of exhibition， is rich in tourism resources and profound cultural heritage. It is a famous business destination at home and abroad. In recent years， Siming District Culture and Tourism Bureau has organized some tourism and exhibition integration development activities， and the connotation of tourism industry is constantly enriched. This year， Siming District In particular， this year， it was awarded one of "the first batch of all-around eco-tourism demonstration zones in Fujian Province in 2020"， making it another golden name card of Xiamen tourism publicity.

Through the interview with Zhang Jianbin， Director of the Bureau of Culture and Tourism of Siming District， Xiamen， this article aims to help Chinese and foreign business travelers better understand the development direction of local tourism as well as the new trend of the integration of Siming tourism and exhibition.

《旅游會展》：思明区成功举办了幸福思明旅购季、体育时尚季、音乐季、影视旅游节等系列活动，开创了文体旅会融合发展新模式。请您谈谈有哪些心得？

张建斌：思明区要打造更具吸引力的国际旅游目的地，需要不断延伸旅游的内涵与外延。在文旅融合的趋势下，推动市场不断的丰富旅游产品，持续增强旅游吸引力。深化“思明体育时尚季”“厦门音乐季”等文化体育旅游产业IP，推动文化和体育活动品牌化，打造旅游新卖点。

依托环岛路最美赛道、观音山黄金沙滩、鼓浪屿海上花园等资源，在办好国际马拉松、铁人三项、沙滩排球等赛事的同时，拓展特色运动项目，举办帆船、游艇、鼓浪屿日出女子跑、穿越城市定向挑战赛等体育休闲项目，开拓体育消费市场，推动体育与旅游相互融合、相互促进。

丰富“体育赛事+旅游”产品供给，通过“创新引领、跨界融合、资源整合、产品升级、融合推广”等方式，打造“领SHOW思明”暖冬等活动，提升冬季“体育+旅游”休闲体验，促进思明区冬季体旅消费。……