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正是姹紫嫣红时节，浙东宁海县漫山遍野的桃花、油菜花、杜鹃花争奇斗艳。宁海旅游部门经精心策划，配合“欢乐健康游”主题，整合后推出独具特色的“三色花”春之旅——美丽胡陈“粉色”桃花游、生态桑洲“黄色”油菜花游和东海云顶“红色”杜鹃花游，让游客在旅途中感受芳香之春。
宁海旅游迎来又一个多姿多彩的春天：浙东大峡谷寻幽探奇，游人如织；前童古镇串街走巷，热闹非凡；南溪温泉养生度假，人来车往……
宁海县风景旅游管理局局长王鸿飞对我们说：“这是宁海县努力构建山水相依、海陆互动、县域一体的旅游体系，全力打造县域旅游大景区，不断完善旅游配套设施，努力构建生态休闲旅游大景区出现的可喜景象。”
游圣徐霞客在这里起步
宁海地处浙东中部沿海，从西晋太康元年（公元280年）立县至今，已经有1700多年历史。
举世闻名的《徐霞客游记》开篇中有这样的记述：“癸丑之三月晦，自宁海出西门，云散日朗，人意山光，俱有喜态……”近400年前的5月19日，“游圣”徐霞客选择从宁海西门出发，开始了他一生“驰骛数万里，踯躅三十年”、时间长达34年、足迹遍布大半个中国的伟大游历。也是从宁海开始，《徐霞客游记》开始了一字一词的积淀，最终成就了一部洋洋洒洒60余万言的明末社会百科全书。
从2003年第一届起，宁海县开创了中国徐霞客开游节。从此这一以“开游”为主题词的品牌活动体现出越来越浓厚的旅游文化气息。
徐霞客开游节的口号是“天下旅游，宁海开游”，宁海人对自己家乡的旅游事业充满了感情。设立中国旅游日，最早便是2001年由宁海的民间团体——徐霞客旅游俱乐部倡议的。
中国旅游日在这里诞生
近十年来，宁海县提出了将5月19日设为中国旅游日的倡议，并获得了政界、业界、学术界、新闻界的广泛支持。自2007年起，宁海县不断向国家和浙江省旅游部门以及徐霞客研究会、旅游研究机构争取，使之在旅游日选择上逐渐达成共识。2008年3月，浙江省旅游局行文国家旅游局请示，2009年2月，国家旅游局与浙江省政府签署合作备忘录，支持将5月19日设为中国旅游日。中国社科院旅游研究中心和中国徐霞客研究会分别组织中国旅游日论坛，探讨中国旅游日设立的合理日子。
国务院常务会议于2011年3月30日通过决议，正式确立“5·19”为每年中国旅游日。中国成为世界上少数设立国家旅游日的国家之一。
2011年宁海县“设立5·19中国旅游日的倡议与践行”案例荣获“中国最具影响力的十大旅游营销事件奖”。在2012年浙江省旅游工作会议上，“5·19成为‘中国旅游日’”与西湖申遗成功一起被评为2011年浙江旅游意义重大事件。“5·19”成为“中国旅游日”这一专题档案又被《记忆浙江·2011》收录，由浙江省档案馆永久典藏。
生态休闲旅游大景区
在这里打造
作为国家级生态示范区的宁海县，境内山水秀丽、人文荟萃，是一个旅游资源大县。但是，过去旅游景点规模小而分散，形不成拳头产品。为此，宁海县委、县政府明确提出：有效整合全县旅游资源，全力打造县域大景区，全面提升旅游景区品位，加快培育引领全县旅游业的龙头景区，促进旅游业转型升级。
宁海温泉开发始于上世纪50年代，因规模小，形不成气候。宁海县决定扩大这一在浙江省颇有名气的老牌景区的规模，挖掘旅游资源潜力，完善旅游配套设施，把南溪温泉建成国内一流的森林温泉养生度假胜地。他们将温泉景区规模扩大至30平方公里，把古镇深甽与温泉景区统一规划设计。同时还引进企业和民间资金开发温泉资源，兴建中高档宾馆和度假小木屋等。以生态养生休闲为特色，开发建设第一尖滑雪场、太阳山户外拓展、梅湖度假村等项目，中外游客慕名而至。
宁海县还通过打造城市旅游休闲中心和滨海休闲基地、森林养生基地、文化体验基地、乡村旅游基地、户外运动基地五大休闲基地，进一步完善旅游硬件基础设施。其中，滨海休闲基地以宁海湾和三门湾北岸等区域为重点，建设宁海湾长山岗乡村俱乐部、海滨水上运动区、游艇俱乐部、海岛观光休闲度假区等项目。文化体验基地以前童古镇、十里红妆为依托，形成上金国际商业文化广场、许家山石头村等文化旅游产品。乡村旅游基地积极打造特色村镇依托型、规模农业依托型、景区依托型、城郊休憩型、滨海景观依托型的乡村旅游业。
在打造县域大景区的同时，宁海县还在发掘旅游文化内涵上下功夫，加快十里红妆博物馆、古戏台文化等文化品牌建设，挖掘现有景区及古村古民居的文化内涵。针对游客的需求，不断增加游客参与性内容。如温泉度假基地，根据不同季节推出啤酒节、纳凉晚会、养生美食节等活动，使温泉淡季不淡，旺季更旺。
来自上海和杭州的游客游览了浙东大峡谷、前童古镇，还泡了温泉，在离开宁海时，有一位游客对这里旅游集散中心的工作人员说：“宁海是‘中国旅游日’发祥地，我们是慕名而来的，这里的山川风光、人文古迹令人留恋，尤其是这里的旅游服务设施，让人永远铭记。”
宁海县县长褚银良说：宁海旅游起步较晚，但发展较快。尤其是从2002年5月19日起已成功举办的历届“中国徐霞客开游节”，社会影响日益扩大。2011年宁海全县接待国内旅游者680万人次，同比增长16.5%，旅游总收入62亿元，同比增长17%，旅游直接从业人员超过6200人，间接从业人员达到3.6万人，富民效应逐步显现，旅游业已经成为宁海县经济发展的一个重要增长点。作为中国旅游日的发祥地，宁海正在加快推进旅游大景区建设，积极构建县域旅游一体化新格局，全力打造长三角区域生态休闲旅游名城。□
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 province’s tourism growth. Its modern tourism officially started on May 19, 2003 when the county launched Xu Xiake Tour-ism Festival. The county’s 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 county’s 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 Xiake’s 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 China’s 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. □
宁海旅游迎来又一个多姿多彩的春天：浙东大峡谷寻幽探奇，游人如织；前童古镇串街走巷，热闹非凡；南溪温泉养生度假，人来车往……
宁海县风景旅游管理局局长王鸿飞对我们说：“这是宁海县努力构建山水相依、海陆互动、县域一体的旅游体系，全力打造县域旅游大景区，不断完善旅游配套设施，努力构建生态休闲旅游大景区出现的可喜景象。”
游圣徐霞客在这里起步
宁海地处浙东中部沿海，从西晋太康元年（公元280年）立县至今，已经有1700多年历史。
举世闻名的《徐霞客游记》开篇中有这样的记述：“癸丑之三月晦，自宁海出西门，云散日朗，人意山光，俱有喜态……”近400年前的5月19日，“游圣”徐霞客选择从宁海西门出发，开始了他一生“驰骛数万里，踯躅三十年”、时间长达34年、足迹遍布大半个中国的伟大游历。也是从宁海开始，《徐霞客游记》开始了一字一词的积淀，最终成就了一部洋洋洒洒60余万言的明末社会百科全书。
从2003年第一届起，宁海县开创了中国徐霞客开游节。从此这一以“开游”为主题词的品牌活动体现出越来越浓厚的旅游文化气息。
徐霞客开游节的口号是“天下旅游，宁海开游”，宁海人对自己家乡的旅游事业充满了感情。设立中国旅游日，最早便是2001年由宁海的民间团体——徐霞客旅游俱乐部倡议的。
中国旅游日在这里诞生
近十年来，宁海县提出了将5月19日设为中国旅游日的倡议，并获得了政界、业界、学术界、新闻界的广泛支持。自2007年起，宁海县不断向国家和浙江省旅游部门以及徐霞客研究会、旅游研究机构争取，使之在旅游日选择上逐渐达成共识。2008年3月，浙江省旅游局行文国家旅游局请示，2009年2月，国家旅游局与浙江省政府签署合作备忘录，支持将5月19日设为中国旅游日。中国社科院旅游研究中心和中国徐霞客研究会分别组织中国旅游日论坛，探讨中国旅游日设立的合理日子。
国务院常务会议于2011年3月30日通过决议，正式确立“5·19”为每年中国旅游日。中国成为世界上少数设立国家旅游日的国家之一。
2011年宁海县“设立5·19中国旅游日的倡议与践行”案例荣获“中国最具影响力的十大旅游营销事件奖”。在2012年浙江省旅游工作会议上，“5·19成为‘中国旅游日’”与西湖申遗成功一起被评为2011年浙江旅游意义重大事件。“5·19”成为“中国旅游日”这一专题档案又被《记忆浙江·2011》收录，由浙江省档案馆永久典藏。
生态休闲旅游大景区
在这里打造
作为国家级生态示范区的宁海县，境内山水秀丽、人文荟萃，是一个旅游资源大县。但是，过去旅游景点规模小而分散，形不成拳头产品。为此，宁海县委、县政府明确提出：有效整合全县旅游资源，全力打造县域大景区，全面提升旅游景区品位，加快培育引领全县旅游业的龙头景区，促进旅游业转型升级。
宁海温泉开发始于上世纪50年代，因规模小，形不成气候。宁海县决定扩大这一在浙江省颇有名气的老牌景区的规模，挖掘旅游资源潜力，完善旅游配套设施，把南溪温泉建成国内一流的森林温泉养生度假胜地。他们将温泉景区规模扩大至30平方公里，把古镇深甽与温泉景区统一规划设计。同时还引进企业和民间资金开发温泉资源，兴建中高档宾馆和度假小木屋等。以生态养生休闲为特色，开发建设第一尖滑雪场、太阳山户外拓展、梅湖度假村等项目，中外游客慕名而至。
宁海县还通过打造城市旅游休闲中心和滨海休闲基地、森林养生基地、文化体验基地、乡村旅游基地、户外运动基地五大休闲基地，进一步完善旅游硬件基础设施。其中，滨海休闲基地以宁海湾和三门湾北岸等区域为重点，建设宁海湾长山岗乡村俱乐部、海滨水上运动区、游艇俱乐部、海岛观光休闲度假区等项目。文化体验基地以前童古镇、十里红妆为依托，形成上金国际商业文化广场、许家山石头村等文化旅游产品。乡村旅游基地积极打造特色村镇依托型、规模农业依托型、景区依托型、城郊休憩型、滨海景观依托型的乡村旅游业。
在打造县域大景区的同时，宁海县还在发掘旅游文化内涵上下功夫，加快十里红妆博物馆、古戏台文化等文化品牌建设，挖掘现有景区及古村古民居的文化内涵。针对游客的需求，不断增加游客参与性内容。如温泉度假基地，根据不同季节推出啤酒节、纳凉晚会、养生美食节等活动，使温泉淡季不淡，旺季更旺。
来自上海和杭州的游客游览了浙东大峡谷、前童古镇，还泡了温泉，在离开宁海时，有一位游客对这里旅游集散中心的工作人员说：“宁海是‘中国旅游日’发祥地，我们是慕名而来的，这里的山川风光、人文古迹令人留恋，尤其是这里的旅游服务设施，让人永远铭记。”
宁海县县长褚银良说：宁海旅游起步较晚，但发展较快。尤其是从2002年5月19日起已成功举办的历届“中国徐霞客开游节”，社会影响日益扩大。2011年宁海全县接待国内旅游者680万人次，同比增长16.5%，旅游总收入62亿元，同比增长17%，旅游直接从业人员超过6200人，间接从业人员达到3.6万人，富民效应逐步显现，旅游业已经成为宁海县经济发展的一个重要增长点。作为中国旅游日的发祥地，宁海正在加快推进旅游大景区建设，积极构建县域旅游一体化新格局，全力打造长三角区域生态休闲旅游名城。□
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 province’s tourism growth. Its modern tourism officially started on May 19, 2003 when the county launched Xu Xiake Tour-ism Festival. The county’s 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 county’s 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 Xiake’s 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 China’s 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. □