Data shows that last year, my country's cultural and tourism industry showed a good momentum of "booming people and wealth": the number of domestic tourists exceeded 5.6 billion, an increase of nearly 15% year-on-year; the number of inbound tourists was 132 million, and the number of tourists spent nearly 100 billion US dollars. In recent years, my country has focused on the people's yearning for a better life and introduced a series of policies and measures to promote the long-term development of the cultural and tourism industry, and its international influence and reputation have been continuously improved.

At the same time, we must also see that my country's cultural and tourism industry still has problems such as focusing on development and neglecting protection, overloading resources and environment, and homogeneous competition to a certain extent. To achieve sustainable and healthy development, we still need to make unremitting efforts from multiple aspects.

Firmly establish the concept of protection priority. Humanistic resources and ecological resources are the foundation for the development of the cultural and tourism industry. All localities should always adhere to the principle of protection first and take good care of local culture, folk customs, scenery and ecological resources. On the one hand, we should protect and organically protect tangible villages, houses, and characteristic architectural styles, and inherit intangible intangible cultural heritage. The thousand-year-old kiln fire in Jingdezhen, the Naxi Dongba culture in Lijiang, and the suspended secret realm of Datong... It is precisely based on the proper protection of cultural heritage that local cultural tourism has maintained its unique charm. On the other hand, we should pay attention to long-term protection and improvement of the natural ecological environment, and take corresponding environmental protection measures and management mechanisms. Taking Huangshan, the "World Double Heritage Site" as an example, the local area implements closed and rotating rest for major attractions to balance tourism development and ecological protection and strive for sustainable development.

Crack severe homogeneity and excessive commercialization. Building complexes that look like ancient times but not ancient, bar streets that are similar, and small commodities that are the same... At present, cultural and tourism development in some places has fallen into the "copy and paste" routine, facing the dual dilemma of homogeneity and excessive commercialization, causing tourists' aesthetic fatigue and the scenic spots to have low efficiency. In the process of building scenic spots, all localities should adapt to local conditions and highlight their characteristics. They should not only dig deep into local culture and create unique IPs; they should also strengthen policy coordination and resource integration, and restrict the repeated construction of similar projects through planning to complement each other with surrounding scenic spots. At the same time, we will learn from advanced management experience and make real-time warnings on store density and business model similarity, forcing the dilemma of excessive commercialization. Wuzhen, Zhejiang strictly controls the commercial area to a certain proportion of the total area of ​​the scenic area, which is worth learning from by all localities.

Establish a mechanism for mass participation and interest linkage. The United Nations World Tourism Organization emphasizes that community participation is an important principle of sustainable tourism. The cultural and tourism industry should strive to achieve industrial value-added, enterprise efficiency increases, and people's income increases simultaneously. Government departments should support the masses in the system and mechanism to jointly build and share cultural and tourism industries, develop resources at their "door-to-door" so that they can find employment nearby. Cultural and tourism enterprises should explore the establishment of interest linkage mechanisms and encourage residents to participate in the development and management of tourism resources in depth. More people participate in the development of the local cultural and tourism industry, which not only helps preserve the original traditional projects and enrich cultural and tourism industry formats, but also enhances their enthusiasm and initiative in protecting various resources, thereby forming a virtuous circle and promoting the sustained and healthy development of the cultural and tourism industry. (Author: Jin Guanping)