China News Service, April 25 (Ma Xueling) On the morning of April 25, the "Fourth National Online Media Tour of Jiangxi" held a press conference on Mount Lu. Dai Jian, Deputy Director of Mount Lu Tourism Bureau; Xiong Wei, member of the Party Committee and Head of the Publicity Department of the Mount Lu Administration; Cui Feng, Chairman of Mount Lu Tourism Development Co., Ltd.; and Cui Xiaoyi, Deputy Head of the Publicity Department of the Mount Lu Administration attended and answered questions. It is reported that Mount Lu will go public this year, aiming to gradually shift from being primarily ticket-based to becoming industry-driven.
Mount Lu will gradually shift from a ticket-based business model to an industry-driven one
According to reports, Mount Lu has set its current and future development direction — namely, "to build an international sightseeing, vacation, and leisure tourism destination, to establish itself as a world-class tourism destination, and to maintain leading key tourism economic indicators among scenic areas in Jiangxi Province while advancing comprehensively among mountainous scenic spots nationwide." The goal is to "strive for a doubling of major economic indicators within three years, reaching 12 million visitors, achieving a total tourism revenue of 12 billion yuan, and breaking through fiscal revenue of 800 million yuan. Within five years, aim to rank among the top global mountainous scenic areas."
Mount Lu will also gradually transition from a ticket-based model to an industry-driven one, from extensive management to intensive operations, and from loose organization to leading enterprise-driven models, thereby enhancing the internal growth momentum of Mount Lu’s tourism.
Mount Lu Tourism Development Co., Ltd. to go public this year
In addition, Mount Lu will complete all preparations to ensure a successful listing this year, striving to build Mount Lu Tourism Development Co., Ltd. into a top-tier national tourism enterprise capable of entering the country’s top 100 tourism companies, exerting influence, leadership, and radiating impact on the city and even the province’s tourism industry development. The company will also help regulate industry order and lead industry advancement. Strategic investors will be leveraged to create a diverse regional tourism leader.
Environment is Mount Lu's 'make-or-break card'; tourism is its 'lifeline'
To accelerate development, efforts will focus on refining products. Emphasis will be placed on building high-quality scenic spots, developing premium tourism offerings, and cultivating new tourism formats. Mount Lu will further enhance attractions such as the Brocade Valley, Hanpokou, and Celebrity Villas, and jointly develop premium routes as well as new tourism concepts such as travel clubs, self-driving tours, and hiking expeditions. Priority will be given to developing business and convention tourism, using conventions to boost tourism and tourism to drive conventions.
This year, Mount Lu will continue comprehensive marketing, strengthen its marketing network, and innovate marketing methods. Marketing teams will be dispatched to key source markets for "full-coverage" on-site engagement; leveraging media platforms and events, the focus will be on event marketing, joint marketing, and online marketing, ultimately achieving the goal of "booming both domestic and inbound tourism, and maintaining strong demand in both peak and off-peak seasons."
The environment is Mount Lu’s 'make-or-break card,' and tourism is its 'lifeline.' This year, Mount Lu will fully implement a visitor satisfaction strategy by promoting standardized tourism management, humanized services, and regulated market practices, thereby further enhancing its service support capabilities.
Mount Lu aims for 8 million visitors and 7 billion yuan in revenue this year
In terms of project development, Mount Lu will accelerate the completion of ongoing projects such as the Jiangxi Provincial Retired Cadres’ Sanatorium and Baiyun Leisure Villa, as well as two five-star hotels — the American Golden City International Business Hotel. Work will also speed up on renovating the Beishan Park Entrance parking lot and completing the second phase of the sightseeing bus system. Meanwhile, the goal is for Mount Lu Tourism Development Co., Ltd. to go public this year; the authority will also push forward early planning for potential projects, targeting large enterprises and conglomerates to attract promising ventures with strong market prospects and economic returns.
Currently, Mount Lu is working hard toward its established goals of “doubling in three years and advancing in five.” For 2012, the scenic area aims to receive 8 million visitors and achieve 7 billion yuan in tourism revenue. Fiscal revenue is expected to reach 500 million yuan, up from 375 million yuan in 2011. (End)