Beijing's autumn is like an overturned dye pot, the Mutianyu Great Wall, which is in the best viewing period of the red leaves, has become a unique landscape, and tourists are constantly being "grassed" by various short videos and notes. In recent years, Mutianyu Great Wall around the brand, practicing "inner strength", from the scenic area hardware facilities upgrade, to supporting activities to introduce new, to create a "New Year's Day to watch the sunrise" and night tours and other representative of the content, and successfully seized the current tourism market recovery of the big opportunity. The ancient Great Wall is now entering the public with a brand new look.
Mutianyu Great Wall "new" by practicing "internal strength"
When it comes to the Mutianyu Great Wall, Li has the deepest impression of watching the sunrise on the Great Wall for the first time on New Year's Day this year. He clearly remembers that at about six o'clock in the morning, he took the cable car on the Great Wall, at this time there are a lot of tourists waiting on the ancient wall. After the lively lion dance performance, the crowd waited in a quiet eagerness for the moment of the new year's sunrise.
For many people, going to Mutianyu Great Wall on New Year's Day to watch the sunrise is a very New Year's ritual, which is also the only time between the Mutianyu Great Wall between the year to open to tourists to watch the sunrise of the opportunity to have been held for 29 consecutive years. New Year's Day sunrise watching is also significant for the Mutianyu Great Wall itself. Every year, the scenic area will determine a good theme for this activity, this year's theme is "Mu Yu first light - building dreams for the future", not only sends the scenic area on the future of the hope and good faith, but also expresses the scenic area for the people of the world to pray for the sincere wishes for the well-being of the people, with the rising sun, the scenic area with the tourists' wish to open the year 2023 together.
After three years of upgrading and adjusting, Mutianyu Great Wall debuted with a brand new look this year. In last year's renovation completed the new cable car, the use of high safety factor, the system is more stable cable car equipment, to overcome the challenges of construction difficulties, such as the successful completion of the transformation over a period of eight months, cable car equipment a new look. The new cable car further expanded the capacity, from the capacity of 1,200 people / hour, upgraded to 2,400 people / hour, greatly relieving the tourist waiting time during the peak season.
On the way up the mountain, the scenic area has also set up a number of card points along the road, such as the "I'm waiting for you at Mutianyu" road sign. Before the scenic area has operated for more than thirty years, "the Great Wall of China's first cable car" of the old cable car, but also continue to play a residual heat, decommissioned cable car compartments after interesting transformation placed in the roadside for tourists to rest and play cards. Among them, the boxing champion once rode the carriage became a "net red" can not miss. Along the Great Wall, the scenic area has also set up a lot of card points, such as the Great Wall of 14 platform of the good man monument, the 19th enemy building of the good man slope, as well as located in the scenic area of the highest 20 enemy building of the heroes and so on.
Tour guide Guo Xiaodao's feelings about the changes in the scenic area in recent years are even more obvious. "The scenic area has been upgraded in many infrastructures, and the service has become more flexible and humanized in all aspects." According to his observation, the construction of the Mutianyu Great Wall intelligent scenic area greatly facilitates the tourists' visit, for example, the tickets can be directly brushed with ID cards, passports, and Hong Kong, Macao and Taiwan documents, and there is no need to queue up to pick up tickets. The operation system in the background can grasp the scenic area passenger flow data and ropeway operation status in real time, effectively avoiding overcrowding caused by the excessive amount of tourists. With the achievements of intelligent scenic area construction, Beijing Mutianyu Great Wall Tourism Service Co., Ltd. has been selected as "2022 Intelligent Tourism Innovative Enterprises" list in 2022. In addition, the scenic spot also improves its service quality in every detail. For example, when the weather is hot, the scenic spot will start spraying to cool down the heat for tourists, and add sunshades in the scenic area.
Coding night tour, three months to realize the income of more than 8 million yuan
In addition to the enhancement of hardware facilities, the scenic area is also timely to seize the opportunity of tourism recovery, in the content of the continuous "plus size". July 1 - October 6 this year, Mutianyu Great Wall summer night tour activities officially open for tourists, become a few open night tour of the Great Wall scenic area. In order to enrich the night tour activities, the scenic area organized a variety of exciting programs, such as guzheng performance, band performance, ancient style dance. The reporter also learned from the feedback of tourists that the scenic spot has some original small designs that are highly praised. For example, some people found that the Great Wall, there are two places on the enemy building lights can cast shadows on the wall, so many tourists ran to put out a variety of "strange" action, shooting their own projection on the wall, interesting.
It is reported that the tourists involved in the night tour activities are mostly young groups. Scenic night tour time at 9:00 p.m., and these night tourists usually choose to stay close to the longer stay further drive tourism spending. In the night tour officially opened three months, the scenic area attracted nearly 70,000 tourists, realizing an income of more than 8 million yuan.
On the other hand, the current changes in visitor demand are also deeply reflected in the operation of the Great Wall at Mutianyu. Guo Xiaodao found that this year's May Day holiday, summer and the 11th holiday, the scenic spot passenger flow ushered in the peak, the family parent-child became the main source of customers, the demand for travel experience has also changed. "Before the epidemic, people may be more of a walk to see the Great Wall and take pictures. After the epidemic, tourists, including parents and children, will pay more attention to the culture of the Great Wall to learn more about the history, characters and stories related to the Great Wall."
It is understood that at present, the heat of the Great Wall fine-tuned related tourism products is continuing to go up. In this context, research and study is also included in the field of Mutianyu Great Wall focus layout. Since the beginning of this year, the scenic area has focused on launching a series of study tour products. Study tours are mainly small groups, each group of about ten to twenty people, and invited from the Beijing Great Wall Cultural Research Association of professional tutors to lead the team. During the activity, young tourists have an exclusive classroom to listen to the teacher explain the knowledge of the Great Wall, such as how the Great Wall was built, wearing fish scale armor, hand-made Great Wall bricks and so on. At the end of the program, young visitors can also accumulate volunteer hours in "Volunteer Beijing" and receive an official certificate of volunteer service.
Among the various study products, the starry sky study has become a representative study product of the Great Wall at Mutianyu. The scenic area will be the night tour of the Great Wall and the combination of study, young tourists can wander in the starry sky of the Great Wall, while learning the history and culture of the Great Wall, to cultivate the love of the excellent traditional culture, the inheritance of the spirit of the nation.
Multiple initiatives to create a scenic brand, the ancient Great Wall to attract young people
In addition to the domestic market, Mutianyu Great Wall also attaches great importance to the marketing and promotion of the overseas market and reputation building. It is reported that the Mutianyu Great Wall was originally quite popular in the overseas market, and the proportion of foreign tourists in the scenic area once reached 40%. Now, in order to meet the recovery of inbound tourism, the scenic area has also taken a series of measures around the overseas market.
In August this year, the new version of the scenic spot's English official website was officially launched. It is reported that the new version of the English official website of the old version does not meet the foreign browsing habits of the problems and shortcomings of the optimization, ticketing function is also more complete, can directly support foreign currency payments, easy for overseas tourists to buy tickets to make reservations. In terms of visual design, the website adopts flat style and traditional Chinese colors to convey the charm of the Great Wall. Meanwhile, the website adopts responsive design, automatically adapts to different devices and screen sizes, and provides timely information for overseas tourists through uninterrupted update of content operation throughout the year.
After a series of efforts, the reporter learned from local practitioners that the number of foreign visitors to the Great Wall at Mutianyu increased significantly after the 11th holiday this year, and the scenic spot has successfully completed the visits of Chilean President Gavriel Borich, Argentinean President Fernandez, and U.S. Governor of California Gavin Newsom during the Belt and Road Summit Forum since October 16th. The reception tasks and service guarantee work during the "Belt and Road Summit Forum".
From the New Year's Day sunrise to night tour to foreign affairs reception, through the efforts of many parties, Mutianyu Great Wall of the international brand is taking shape. At present, the scenic area has launched a self-media matrix, and for the characteristics of each channel to promote. For example, in the Little Red Book platform, the scenic area will release all kinds of "grass" content, attracting many parent-child groups to consult. In the jittery platform, the scenic area and all kinds of celebrities cooperation, through the live carry goods to realize the conversion. During this year's night tour, Mutianyu Great Wall launched a related topic to encourage people to come to play cards. According to the data of Jittery Voice, the broadcast volume of the topic "Mutianyu Great Wall night tour strategy" has reached 30.45 million times.
