俞毓華 邱明亮

正是姹紫嫣紅時節(jié)，浙東寧海縣漫山遍野的桃花、油菜花、杜鵑花爭奇斗艷。寧海旅游部門經精心策劃，配合“歡樂健康游”主題，整合后推出獨具特色的“三色花”春之旅——美麗胡陳“粉色”桃花游、生態(tài)桑洲“黃色”油菜花游和東海云頂“紅色”杜鵑花游，讓游客在旅途中感受芳香之春。

寧海旅游迎來又一個多姿多彩的春天：浙東大峽谷尋幽探奇，游人如織；前童古鎮(zhèn)串街走巷，熱鬧非凡；南溪溫泉養(yǎng)生度假，人來車往……

寧?？h風景旅游管理局局長王鴻飛對我們說：“這是寧?？h努力構建山水相依、海陸互動、縣域一體的旅游體系，全力打造縣域旅游大景區(qū)，不斷完善旅游配套設施，努力構建生態(tài)休閑旅游大景區(qū)出現的可喜景象?！?/p>

游圣徐霞客在這里起步

寧海地處浙東中部沿海，從西晉太康元年（公元280年）立縣至今，已經有1700多年歷史。

舉世聞名的《徐霞客游記》開篇中有這樣的記述：“癸丑之三月晦，自寧海出西門，云散日朗，人意山光，俱有喜態(tài)……”近400年前的5月19日，“游圣”徐霞客選擇從寧海西門出發(fā)，開始了他一生“馳騖數萬里，躑躅三十年”、時間長達34年、足跡遍布大半個中國的偉大游歷。也是從寧海開始，《徐霞客游記》開始了一字一詞的積淀，最終成就了一部洋洋灑灑60余萬言的明末社會百科全書。

從2003年第一屆起，寧海縣開創(chuàng)了中國徐霞客開游節(jié)。從此這一以“開游”為主題詞的品牌活動體現出越來越濃厚的旅游文化氣息。

徐霞客開游節(jié)的口號是“天下旅游，寧海開游”，寧海人對自己家鄉(xiāng)的旅游事業(yè)充滿了感情。設立中國旅游日，最早便是2001年由寧海的民間團體——徐霞客旅游俱樂部倡議的。

中國旅游日在這里誕生

近十年來，寧?？h提出了將5月19日設為中國旅游日的倡議，并獲得了政界、業(yè)界、學術界、新聞界的廣泛支持。自2007年起，寧?？h不斷向國家和浙江省旅游部門以及徐霞客研究會、旅游研究機構爭取，使之在旅游日選擇上逐漸達成共識。2008年3月，浙江省旅游局行文國家旅游局請示，2009年2月，國家旅游局與浙江省政府簽署合作備忘錄，支持將5月19日設為中國旅游日。中國社科院旅游研究中心和中國徐霞客研究會分別組織中國旅游日論壇，探討中國旅游日設立的合理日子。

國務院常務會議于2011年3月30日通過決議，正式確立“5·19”為每年中國旅游日。中國成為世界上少數設立國家旅游日的國家之一。

2011年寧?？h“設立5·19中國旅游日的倡議與踐行”案例榮獲“中國最具影響力的十大旅游營銷事件獎”。在2012年浙江省旅游工作會議上，“5·19成為‘中國旅游日”與西湖申遺成功一起被評為2011年浙江旅游意義重大事件。“5·19”成為“中國旅游日”這一專題檔案又被《記憶浙江·2011》收錄，由浙江省檔案館永久典藏。

生態(tài)休閑旅游大景區(qū)

在這里打造

作為國家級生態(tài)示范區(qū)的寧?？h，境內山水秀麗、人文薈萃，是一個旅游資源大縣。但是，過去旅游景點規(guī)模小而分散，形不成拳頭產品。為此，寧?？h委、縣政府明確提出：有效整合全縣旅游資源，全力打造縣域大景區(qū)，全面提升旅游景區(qū)品位，加快培育引領全縣旅游業(yè)的龍頭景區(qū)，促進旅游業(yè)轉型升級。

寧海溫泉開發(fā)始于上世紀50年代，因規(guī)模小，形不成氣候。寧?？h決定擴大這一在浙江省頗有名氣的老牌景區(qū)的規(guī)模，挖掘旅游資源潛力，完善旅游配套設施，把南溪溫泉建成國內一流的森林溫泉養(yǎng)生度假勝地。他們將溫泉景區(qū)規(guī)模擴大至30平方公里，把古鎮(zhèn)深甽與溫泉景區(qū)統(tǒng)一規(guī)劃設計。同時還引進企業(yè)和民間資金開發(fā)溫泉資源，興建中高檔賓館和度假小木屋等。以生態(tài)養(yǎng)生休閑為特色，開發(fā)建設第一尖滑雪場、太陽山戶外拓展、梅湖度假村等項目，中外游客慕名而至。

寧?？h還通過打造城市旅游休閑中心和濱海休閑基地、森林養(yǎng)生基地、文化體驗基地、鄉(xiāng)村旅游基地、戶外運動基地五大休閑基地，進一步完善旅游硬件基礎設施。其中，濱海休閑基地以寧海灣和三門灣北岸等區(qū)域為重點，建設寧海灣長山崗鄉(xiāng)村俱樂部、海濱水上運動區(qū)、游艇俱樂部、海島觀光休閑度假區(qū)等項目。文化體驗基地以前童古鎮(zhèn)、十里紅妝為依托，形成上金國際商業(yè)文化廣場、許家山石頭村等文化旅游產品。鄉(xiāng)村旅游基地積極打造特色村鎮(zhèn)依托型、規(guī)模農業(yè)依托型、景區(qū)依托型、城郊休憩型、濱海景觀依托型的鄉(xiāng)村旅游業(yè)。

在打造縣域大景區(qū)的同時，寧?？h還在發(fā)掘旅游文化內涵上下功夫，加快十里紅妝博物館、古戲臺文化等文化品牌建設，挖掘現有景區(qū)及古村古民居的文化內涵。針對游客的需求，不斷增加游客參與性內容。如溫泉度假基地，根據不同季節(jié)推出啤酒節(jié)、納涼晚會、養(yǎng)生美食節(jié)等活動，使溫泉淡季不淡，旺季更旺。

來自上海和杭州的游客游覽了浙東大峽谷、前童古鎮(zhèn)，還泡了溫泉，在離開寧海時，有一位游客對這里旅游集散中心的工作人員說：“寧海是‘中國旅游日發(fā)祥地，我們是慕名而來的，這里的山川風光、人文古跡令人留戀，尤其是這里的旅游服務設施，讓人永遠銘記。”

寧?？h縣長褚銀良說：寧海旅游起步較晚，但發(fā)展較快。尤其是從2002年5月19日起已成功舉辦的歷屆“中國徐霞客開游節(jié)”，社會影響日益擴大。2011年寧海全縣接待國內旅游者680萬人次，同比增長16.5%，旅游總收入62億元，同比增長17%，旅游直接從業(yè)人員超過6200人，間接從業(yè)人員達到3.6萬人，富民效應逐步顯現，旅游業(yè)已經成為寧?？h經濟發(fā)展的一個重要增長點。作為中國旅游日的發(fā)祥地，寧海正在加快推進旅游大景區(qū)建設，積極構建縣域旅游一體化新格局，全力打造長三角區(qū)域生態(tài)休閑旅游名城。□

Ninghai Offers First-Class Tourist Attractions

By Yu Yuhua, Qiu Mingliang

Ninghai, a coastal county situated in the eastern Zhejiang Province, is a rising star in the provinces tourism growth. Its modern tourism officially started on May 19, 2003 when the county launched Xu Xiake Tour-ism Festival. The countys tourism industry is now flourishing. Statistics of 2011 tell a story of success: it received 6.8 million domestic tourists, up 16.5% year on year; the annual tourism revenue amounted to 6.2 billion yuan, up 17% year on year. At the yearend, the countys industry employed 6,200 people directly and 36,000 indirectly. Today, tourism is a pillar industry of the county.

Although modern tourism in Ninghai started quite late, Xu Xiake (1587-1641), arguably the greatest traveler, geologist, and travelogue writer in the Chinese history, started his travels across China at the age of 22. He traveled 34 years and kept a diary of 2.4 million words, most of which were lost. Xu Xiakes Travelogues is a book put together by other people. The first entry of his remaining 600,000-word travel journals is dated May 19, 1613. The entry says he started from the west gate of the capital of Ninghai County.

In 2001, Xu Xiake Club, a civic organi-zation in Ninghai, first came up with the idea of establishing May 19 as the National Tourism Day. The government of Ninghai loved the idea and started a campaign in 2003 in a bid to have the day designated. With the government promotion, the idea grew popular with various sectors of socie-ty. In 2007, the county went all out to trans-late the idea into reality. The county gov-ernment achieved a common understanding with the provincial tourism bureau. In 2008, the county signed an agreement with the national tourism administration to promote May 19 as the National Tourism Day. In 2011, May 19 was officially designated by the State Council as the National Tourism Day in honor of Xu Xiake.

The success of the inscription of the day as the National Tourism Day on the part of Ninghai County is now considered one of Chinas top ten tourism-marketing success stories.

Tourism industry in Ninghai has grown exponentially by integrating and tapping into its tourism resources. In the past, Ning-hai did not offer any big attractions to allure tourists. Nowadays, Ninghai has developed a very best spa region that measures about 30 square kilometers, big enough to enter-tain tourists in various ways. The county has sightseeing resources everywhere since it boasts both the sea and the mountains. Nowadays, Ninghai offers tourists with such attractions as spa resorts, sports on the sea, the ancient town of Qiantong, the Great Valley of Eastern Zhejiang. All these at-tractions provide tourists with great hands-on fun for days. Tourists from Hangzhou and Shanghai, the largest tourism markets in eastern China, come to Ninghai in large quantities.

In addition to the best use of its resourc-es, Ninghai now has turned itself into a par-adise for fans of outdoor leisure activities. The county has built a 100-km network of hiking paths in its mountains and a 50-km network of bicycling paths. The hiking and bicycling systems are endowed with camp-ing sites, reception stations, take-a-break stations, contact-police spots, and rubbish treatment systems. Most hiking trails are natural, punctuated with sections of plank roads along cliffs, paved with sandstones and gravels. Moreover, the hiking trails are equipped with an outdoor assistance system and marked with signs for directions and safety. The bicycling and hiking paths at-tract outdoor fans from all over the country and cities in the Yangtze River Delta in par-ticular.

The booming of tourism in Ninghai has attracted waves of investment. In May 2011, Ninghai held an investment promo-tion event in Hong Kong. Three contracts were signed. The first contract was worth 200 million USD, the second 500 mil-lion RMB and the third 80 million USD. In October 2011, a contract was signed to launch a 180-million USD spa hotel project in Ninghai. In November 2011, a series of contracts were signed at an investment fair, including a 500-million-yuan five-star hotel project and a 5-billion-yuan national wet-land park project. □