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西安市旅游局2015年工作总结及2016年工作计划

 

西安市旅游局

2015年工作总结及2016年工作计划

 

市政府办公厅:

根据通知要求,现将市旅游局2015年重点工作完成情况及2016年工作计划报告如下:

一、2015年工作总结

预计年底将顺利完成接待海内外游客1.36亿人次,实现旅游业总收入1070 亿元的目标任务。

(一)多措并举加大营销,不断提升西安旅游的吸引力。持续加大网络和媒体的营销,在央视一套和新闻频道投放西安旅游宣传广告。制作以介绍西安人文为主题的《寻找长安》电视片在央视音乐频道播出。与歌手霍尊合作首次推出以宣传西安为主题的英文单曲《唐诗》,在新浪、搜狐、凤凰、优酷等各大网站上集中发布。在美国《国际日报》刊发中英文西安旅游宣传系列专版。强化网络营销。西安旅游天猫旗舰店年初正式上线,打造西安旅游“网购”平台在西安旅游局官方网站设立了“丝绸之路”和“习莫西安会”主题专栏,“带着微博去西安”阅读量达到9610万次。加大实地宣传推介力度,针对入境市场,结合丝绸之路申遗成功和72小时过境免签政策实施,先后赴日本、韩国、埃及、土耳其、土库曼斯坦等客源市场进行实地促销,新增吉尔吉斯斯坦“西安之窗”旅游推广中心,并向我市20个国家24个友好城市赠送原大高仿兵马俑。针对国内市场,先后在福州、宁德、泉州、南宁、北海、郑州、洛阳等地进行实地旅游推介。在北京、上海、济南等17块LED大屏、北京公交亭宣传“美丽西安,中华文明标识之旅”,组织我市旅游企业对福建、重庆、成都、武汉等目标客源市场,开展面向业界的实地宣传推广,西安旅游的吸引力和影响力进一步增强。

(二)丰富旅游产品体系,加快旅游产品结构转型升级。一是策划推出特色旅游线路产品。根据习总书记视察陕西时的讲话精神和市委、市政府的要求,策划推出了“美丽西安—中华文明标识之旅”等 4条特色线路产品二是加紧休闲产品体系的规划。编制《西安市国民旅游休闲计划2015-2020》,规划推进我市休闲旅游发展。三是举办系列旅游节事活动。先后推出了踏青季、赏花季、登山节、骑行大会以及惠民旅游季等独具特色的旅游节事活动,并推出西安研学旅行和国际港务区产业旅游等专题产品,集中向旅行社进行推广,拉动旅游市场四是推动乡村旅游提档升级。联合市财政局、市统筹办、市农林委对全市乡村旅游发展情况进行调研,起草制定了《西安市乡村旅游服务质量评定标准》、《乡村旅游示范村、镇评定办法》,对农家乐实行统一服务标准、统一标识。加强对乡村旅游从业人员的培训,重点对农家菜的制作、服务礼仪等方面进行规范提升。继续开展创建“西安最美乡村”评选活动,以点带面,促进乡村旅游提档升级。

(三)着力推进丝绸之路经济带旅游合作与营销。充分利用国家旅游局“美丽中国——2015中国丝绸之路旅游年”主题活动,启动编制丝绸之路西安旅游专项规划,邀请德国、瑞士旅游批发商对我市丝绸之路旅游产品进行考察,加大丝路产品营销。抓住丝绸之路旅游部长会议暨第七届联合国世界旅游组织丝绸之路旅游国际大会在西安举办的契机,加大丝路起点的营销推介。举办了包括丝绸之路国际美食精品暨婚庆(喜宴)街头展销、丝绸之路美食探秘和网上惠民百姓美食展示展销等系列活动在内的“2015丝绸之路国际美食旅游月”。与泉州市旅游局共同举办“丝路对话西安活动”,着力打造丝绸之路旅游品牌。成功举办2015欧亚经济论坛旅游分会、2015丝绸之路国际旅游合作座谈会暨丝绸之路国际旅游合作联盟年会,共同商定2016年联合营销工作计划,丝绸之路国际旅游合作联盟城市的市民将有望享受门票优惠政策。

(四)大力规范市场秩序,努力提升旅游服务质量。在全市范围内集中开展“一日游”专项整治活动,充分发挥区县、开发区的主体作用,重点打击旅游市场各种乱象。提请市政府出台了《关于建立全市旅游市场联合执法机制的实施意见》,联合市公安局、市物价局、市宗教局、市交通局等部门,对“5元游曲江”等市场乱象进行专项整治,会同市考核办、市监察局对相关区县、开发区规范旅游市场秩序情况进行暗访检查。加强行业内部规范,完成导游年审培训5000余人,对全市300多家旅行社的旅游责任险、质保金、经营地址等相关资料信息,逐一进行核对,重点对旅行社以不合理低价招揽游客和导游员规范执业情况开展专项检查,截止目前,共检查旅行社分公司、门市部130余家,检查导游员1200余人次,约谈涉嫌违规旅行社15家,暂扣导游证4个,对违规导游扣分处理3人次。大力开展旅游服务质量提升活动,指导各旅游企业广泛开展岗位练兵,不断提升从业素质,面向全社会发布旅游企业信用“红黑榜”,持续开展文明旅游行动,营造良好旅游环境

(五)加强基础设施建设,不断完善旅游服务功能。西安市旅游公共服务体系规划》已定初稿,预计年底将编制完成。制定《西安市旅游厕所建设管理行动实施方案》,加快旅游厕所建设进度。积极跟进、推动火车站旅游集散中心、北客站旅游集散中心建设。大力推进旅游景区标准化管理,对7家景区创A工作进行培训和评估。主动融入互联网时代,与腾讯签署战略合作协议,大力推进以信息和互联网技术为核心的智慧旅游建设,努力为游客提供方便、快捷的旅游信息服务。年底将完成旅游服务业规模以上企业营业收入增速24%。

(六)狠抓旅游安全维稳,确保旅游安全生产。不断完善旅游行业安全生产制度,认真落实安全生产“一岗双责”,深入开展重大节庆和敏感时期安全隐患大排查、大整治活动。组织以旅行社加强用车安全为重点的安全检查40余次,要求旅行社租用车辆要严格检查“五证两单一牌”,严禁使用非营运车或下线旅游车,指导景区开展平安景区创建,联合相关部门加强对星级宾馆的消防安全检查、农家乐的食品安全监管,在全局实行旅游安全生产督导检查包干责任制,确保把旅游安全工作落到实处

二、2016年工作计划

2016年,全市旅游工作将主动适应经济发展新常态,以转型升级、提质增效为主线,加快旅游业深化改革,加快旅游与其他产业融合,有序推进全域旅游,推动旅游产品向文化观光与休闲度假并重转变。以智慧旅游为抓手,不断完善城市旅游公共服务功能,提升旅游管理和旅游服务水平。推动建立旅游市场整治长效机制,努力优化旅游环境,不断提高旅游产业对我市经济社会发展的贡献率。力争接待海内外游客1.5亿人次,增长10%左右,实现旅游总收入1209亿元,增长13%左右。重点在以下4个方面着力:

(一)创新旅游宣传营销,进一步提升西安旅游的吸引力不断提升旅游宣传营销的精准性和有效性。加强网络营销和电视营销,在主流媒体黄金时段投放西安旅游广告。进一步完善西安旅游官方旗舰店,启动建设以西安市旅游局资讯网、政务网为窗口的西安旅游综合营销平台。在入境旅游市场上,重点做好欧美、东南亚、港澳台以及新通航城市等主要客源市场的宣传营销工作,组织丝绸之路联盟单位开展联合营销,新增“西安之窗”境外推广中心,进一步拓展营销渠道。在国内市场营销上,以“中华文明标识之旅”为主题,继续抓好我市周边500至800公里半径城市、丝绸之路国内段沿线城市以及高铁沿线城市等重点客源市场的实地促销。在本地市场营销上,通过主流媒体、游客密集区域LED屏以及车站、机场投放西安旅游广告,进一步吸引本地客源。

(二)大力发展休闲度假旅游,加快旅游产品结构转型升级。坚持走观光旅游和休闲度假旅游并重的路子,制定出台《西安市国民旅游休闲计划》,联合相关部门编制《西安秦岭旅游专项规划》,推动渭河西安城市段发展生态休闲旅游。不断丰富旅游新业态,大力发展红色旅游,加强竞赛表演、健身休闲与旅游活动的融合发展,推出一批中医药健康旅游服务产品,积极发展研学旅游和老年旅游。编制《西安市乡村旅游规划》,制定乡村旅游示范村服务质量标准,鼓励各区县、相关开发区突出地域和文化特色,大力开发休闲度假型、综合体验型、民俗风情型产品,继续开展西安“最美乡村”评选活动,推出一批特色旅游名镇、名村。努力扩大旅游购物消费,重视旅游纪念品创意设计,培育体现西安特色的旅游商品品牌。策划、开发丝绸之路旅游线路产品,开展2016西安丝绸之路国际美食旅游月活动。

(三)优化旅游市场环境,努力提升旅游服务质量。进一步发挥区县、开发区在旅游市场监管工作中的主体作用以整治“黑车、黑导、黑托”为抓手,重点规范火车站广场、大雁塔南北广场等重点区域的旅游市场秩序。积极推进旅游市场联合执法机制常态运行,加强综合治理,形成监管合力,坚决打击零负团费、强迫消费、违规“一日游”等问题,切实净化旅游环境。向全社会发布旅游企业“红黑榜”,大力开展文明旅游。旅行社用车安全、平安景区建设、星级宾馆消防安全和农家乐食品安全为重点,狠抓旅游安全,确保旅游市场平稳运行。

(四)持续加大旅游基础设施建设力度,完善旅游综合服务功能。实施项目带动战略,加大游客集散系统、信息咨询系统、旅游标识系统以及自驾游营地的建设力度,提高旅游服务便捷度。推进景区标准化建设,加大景区旅游道路、步行道、停车场等基础设施建设。加快推进智慧旅游建设,着力推动“互联网+”与西安旅游充分融合,启动建设西安旅游数据中心,建设开发以西安旅游手机APP、西安旅游微信公众号为代表的西安旅游公共服务移动平台,引导旅游企业开展旅游在线服务、网络营销。大力推动“厕所革命”,通过政策引导、标准规范等手段,全面提升旅游景区、旅游交通线路、旅游步行街区旅游厕所的建设和管理水平。

(五)狠抓旅游安全,确保旅游市场平稳运行。一是认真贯彻省、市安全生产工作会议精神和各项工作要求,以旅行社用车安全、平安景区建设、星级宾馆消防安全和农家乐食品安全为重点,落实安全生产工作包干督查责任制,深入排查治理各种安全事故隐患。二是推进安全生产监管平台的使用,开展安全生产标准化及先进单位奖励工作,开展安全生产宣传教育工作,举办两次安全知识培训。三是及时修订旅游业应急预案、旅游安全应急管理办法,开展旅游业安全、反恐、消防等综合应急演练。四是完善各类安全管理制度档案,建立健全重大和重要危险源信息台帐及落实相应防范措施等。

              

                               西安市旅游局

                               2015年12月7日

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           

 


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