Bordering Hunan and Jiangxi provinces, Liuyang boasts exceptional cultural and tourism resources. To address the coexisting challenges of over-reliance on fireworks and transit tourism, Deng Xiuli, a member of the Liuyang Municipal CPPCC, submitted the Proposal on Taking the "Ticket-stub Economy" as the Lead to Create an All-in-one Tour Experience of Liuyang’s Landscapes. The proposal suggests upgrading fireworks ticket stubs into a universal pass for Liuyang’s integrated cultural and tourism sectors, linking the full spectrum of dining, accommodation, transportation, sightseeing, entertainment and shopping experiences to extend the cultural tourism consumption chain.
Designated as a key proposal of the municipal CPPCC this year, the proposal is led by the Bureau of Culture, Tourism, Radio, Television, Sports of Liuyang, with joint implementation by the Municipal Bureau of Agriculture and Rural Affairs, Liuyang Firecracker and Fireworks Industry Development Center, Liuyang Development Group and the Municipal Media Center. Fully embracing the recommendations, the Bureau has broken inter-departmental barriers and translated ideas on paper into tangible cultural and tourism initiatives.
Liuyang Cultural Tourism: Shifting from Seasonal Summer Peaks to Year-round Operations
Since the start of this year, infrastructure upgrades for the Sky Theatre zone have been completed to accommodate up to 100,000 visitors. The Daowushan Urban Park has taken initial shape, while four sub-projects — Tianhu Hotel, Garden Hotel, Mingzhu Hotel and Daowu Mountain Villa — are racing toward opening. Phase I of the Dawei Mountain Ice and Snow Sports Experience Center has been put into operation, and cableway construction is accelerating. Liuyang’s cultural tourism sector is rapidly transforming from a summer-heavy, winter-sluggish model to year-round operation.
Meanwhile, six micro-landscape routes covering Daowushan, Changxing Lake, Gaoping, Chengchong, Yong’an and Dongyang are under focused development. New attractions such as Jiayou Coffee and Manyuman Natural Aesthetics Manor have been cultivated, creating a dense network of small yet charming destinations across the region.
"Fireworks Ticket Stubs" Running Through the Entire Agri-tourism Chain
To consolidate the foundation of the ticket-stub economy, Liuyang has formulated the Work Plan for Ticketing and Operation of Liuyang Creative Fireworks Shows, which coordinates total volume control, allocation rules and operation models. Liuyang Development Group has set up a dedicated operating entity to embed fireworks ticket stubs throughout product design and ticket sales. Agreements have been signed with partner hotels, homestays and scenic spots to deliver the experience of one ticket stub, multiple privileges.
The Liuyang Firecracker and Fireworks Industry Development Center continues to oversee reviews of firing plans and product quality inspections. The Municipal Bureau of Agriculture and Rural Affairs has improved rural tourism reception capacity by upgrading farm resorts, revitalizing idle rural houses and promoting the Liuyang Specialties brand. Visitors can enjoy consumption discounts by presenting their ticket stubs.
"Cool Summer, Visit Liuyang" Campaign Drives 390 Million Yuan in Consumption
Faced with the temporary suspension of weekend fireworks shows, the Bureau of Culture, Tourism, Radio, Television, Sports launched the Cool Summer, Visit Liuyang cultural tourism consumption promotion campaign in July this year. A package of public benefits was rolled out, including 100,000 free tickets, 10,000 free portions of steamed dishes and discounted stays in 1,000 hotel rooms. During the campaign, 30 million visits were recorded. A total of 5 million yuan in subsidies such as cultural tourism vouchers were issued, stimulating 390 million yuan of consumption and turning Liuyang’s summer cooling resources into a thriving industry.
Zhang Xianqian, Party Secretary and Director of the Bureau of Culture, Tourism, Radio, Television, Sports of Liuyang, stated: "We will build a new fireworks cultural tourism consumption layout featuring one core hub plus multiple nodes. Centered on the Sky Theatre, two to three concentrated fireworks viewing zones will be developed. We will step up investment promotion to attract more high-quality cultural tourism projects to Liuyang, design more themed cultural tourism events to enrich its cultural appeal, and enable the single ticket stub to connect dining, accommodation, transportation, sightseeing, shopping and entertainment. Our goal is to effectively convert fireworks visitor traffic into growth in cultural tourism consumption."
