在过去的2023年，国内旅游人次达54亿，旅游收入近5.2万亿元，基本恢复到疫情前的水平。从大唐不夜城到淄博烧烤，从特种兵旅行到各地的音乐节，从city walk到村BA ，国内旅游产品和目的地正迎来新一轮井喷。
In 2023, domestic tourism in China witnessed a surge, with a total of 5.4 billion trips and nearly 5.2 trillion yuan in tourism revenue, essentially returning to pre-pandemic levels. From the vibrant atmosphere of the Tang Dynasty-themed "City of Eternal Night" to the sizzling barbecue scenes in Zibo, from adventure trips with special forces to various music festivals across the country, and from city walks to rural Bed and Breakfast experiences, a wide array of domestic tourism products and destinations experienced a new wave of growth.
MLA+在国内文旅业的发展中累积了许多值得借鉴和运用的经验，如何将这些宝贵经验引入国内文旅业的更多领域成为我们未来的重要思考方向。
MLA+ has accumulated a wealth of valuable experience in the development of China's cultural tourism industry. How to apply and expand this valuable experience into more areas of China's cultural tourism industry will be an important direction for our future consideration.
过去几年，MLA+作为旅游策划与规划者，从诗意的宜宾竹林到神秘的泸沽深湖，从摇曳的巴山红叶到惬意的玉龙山麓，写下了我们在中国的旅行日志。面向未来，我们希望探讨更可续的旅游发展模式。以旅游业为触媒，提升本地居民的生活质量与就业机会。从单纯的消耗型旅游，向着消费+生产的复合型旅游开发转型，从单纯关注游客体验与消费机会，到关注本地就业、农业发展、原生社区、自然资源、经济合作与文化留存等多样目标。
In recent years, as both tourism planners and strategists, MLA+ has ventured from the poetic bamboo forests of Yibin to the enigmatic depths of Lugu Lake, from the swaying red leaves of Bashan to the serene foothills of Yulong Mountain, penning our travelogue across China. Looking towards the future, we aspire to explore more sustainable models of tourism development. Using tourism as a catalyst, we aim to enhance the quality of life and employment opportunities for local residents. Transitioning from a mere consumption-oriented tourism approach to a composite model integrating consumption and production, we shift our focus from solely catering to tourist experiences and consumption opportunities to addressing diverse objectives such as local employment, agricultural development, indigenous communities, natural resources, economic cooperation, and cultural preservation.
四川凉山州泸沽湖
少数文化留存与多元价值观探讨
Sichuan Liangshanzhou Lugu Lake
Exploration of Minority Cultural Preservation and Diversity of Values
泸沽湖景区位置偏远，当地摩梭文化自成一体，是中国最具神秘色彩的古老文化之一。因而我们将本地村庄发展与原乡经济繁荣作为第一目标，而并非首先关注旅游业发展。
Due to its remote location, Lugu Lake is home to the distinct Mosuo culture, one of China's most mysterious ancient cultures. Therefore, we prioritize the development of local villages and the prosperity of indigenous economies as our primary objective, rather than focusing primarily on tourism development.
我们提出“Sphere”的核心规划理念，希望构建一个可以自我迭代的乡旅发展路径，从一开始围绕自然山湖的精心谋划与文化的挖掘转译，借由旅游投资带动起泸沽湖原乡社区的繁荣与可续旅游业的发展，到最终实现湖区内外的共建共荣，本地经济与文旅产业的彼此支持、协同增益，让原住民子孙后代长远地受益于今天的谋划。
We propose the core planning concept of "Sphere," aiming to establish a self-iterative development path for rural tourism. This journey begins with meticulous planning around the natural landscape of mountains and lakes and the exploration and translation of local culture. By leveraging tourism investment, we seek to drive prosperity in the indigenous communities around Lugu Lake and promote the sustainable development of tourism. Ultimately, our goal is to achieve mutual development and prosperity both within and beyond the lake area, fostering support and synergies between the local economy and cultural tourism industry. This approach ensures that future generations of indigenous descendants will benefit from the planning efforts of today in the long term.
左滑查看,木垮村本地发展项目落位▲
我们不希望“乡旅共荣”、“永续发展”停留在口号阶段。基于本地发展需求与适度发展边界，我们提出泸沽湖的理想发展模式，探讨在不超越自然承载力阈值的前提下，如何实现在空间利用、旅游发展、本地社区、基础设施、自然资源、在地文化、农业发展与经济合作等八个方面的积极发展。借此，方案中63个项目将规划于服务本地社区发展，并提出居民发展手册与社区公约，让泸沽湖本地人更好地参与未来的发展建设，借由旅游投资获得自我迭代与进化的机会。
We do not want "common prosperity" and "sustainable development" to remain at the slogan stage. Based on the local development needs and moderate development boundaries, we put forward the ideal development model of Lugu Lake, and explored how to achieve positive development in eight aspects, including space utilization, tourism development, local communities, infrastructure, natural resources, local culture, agricultural development and economic cooperation without exceeding the threshold of natural carrying capacity. In this way, 63 projects in the plan will be planned to serve the development of local communities, and a resident development manual and community convention will be proposed, so that Lugu Lake locals can better participate in future development and construction, and gain opportunities for self-iteration and evolution through tourism investment.
项目名称：四川泸沽湖旅游策划和概念性规划设计方案国际征集
功能：87.05 km²旅游策划与概念性规划
进度：2023年国际竞赛设计 第二名
合作团队：同济大学建筑设计研究院（集团）有限公司
巴中光雾山与诺水河
偏远乡村如何借由旅游业实现提质发展
Bazhong Guangwu Mountain and Nuoshui River
Strategies for Rural Villages
四川巴中拥有全中国最好的红叶景观资源，但长久以来本地居民却没有充分受益于此，反而，巴中是四川乃至广大西南地区最为贫困的地区之一。
Sichuan's Bazhong boasts the best red leaf scenery in all of China, yet local residents have not fully benefited from this for a long time. On the contrary, Bazhong is one of the poorest areas in Sichuan and even the broader southwestern region of China.
规划希望从自然视角出发，像山川河流一样思考。理解山谷不同空间各自的特点及适宜的开发模式，提出“原生景观”、“再生景观”与“共生景观”的概念，以最合理可行的方式置入文旅及乡镇发展空间，实现绿水青山的价值转换，带动乡旅共同繁荣。
The plan aims to adopt a natural perspective, akin to contemplating mountains, rivers, and valleys. It seeks to understand the unique characteristics of different spaces within the valleys and propose suitable development models. Concepts such as "original landscape," "regenerated landscape," and "symbiotic landscape" are introduced to integrate into the development space of cultural tourism and towns in the most rational and feasible manner. This aims to achieve a transformation of the value of green waters and lush mountains, driving mutual prosperity between rural areas and tourism.
在山地生态系统中，动植物群落的聚集与繁荣和山谷河滩带来的不同自然空间紧密结合。在山谷平地及两侧缓坡上，由于雨水及有机质汇集加上地势相对平坦，植被生长茂盛，动物种群分布多样；而在蜿蜒流淌的河流自然沉积形成的“凸面”由于土地肥沃，也较受河水冲刷更严重的“凹岸”更容易形成动植物群落的集聚，项目的空间发展逻辑遵循上述原则，划定不同的空间类型，并进一步制定详实的发展原则与设计原则。
In mountainous ecosystems, the aggregation and prosperity of flora and fauna communities are closely intertwined with the different natural spaces brought by valleys and riverbanks. On the flat valley floors and gentle slopes on both sides, where rainwater and organic matter accumulate due to relatively flat terrain, vegetation thrives, and animal populations exhibit diverse distributions. Meanwhile, the "convex surfaces" formed by natural sedimentation in winding rivers, due to fertile land, are more conducive to the aggregation of flora and fauna communities compared to the more severely eroded "concave banks" by river currents.The spatial development logic of the project adheres to the above principles, delineating different types of spaces, and further formulating detailed development and design principles.
除了回归自然的开发逻辑，项目更聚焦实现乡村与旅游业共同发展、全资源联动的愿景，设计充分考虑旅游服务与当地居民的关系，提出“双面街”的空间模型。将居住社区落位在旅游主动线一侧，两个动线平行设置，让新增的商业及其他设施能同时惠及两类人群。两个动线中间的建筑群将扮演“双面街”的角色，在不同场景下发挥不同功能，体现规划设计的弹性。
In addition to the development logic of returning to nature, the project focuses more on realizing the vision of mutual development between rural areas and tourism, and the linkage of all resources. The design takes into full consideration the relationship between tourism services and local residents, proposing a spatial model called the "Dual-Frontage Street."The residential community is positioned on one side of the tourist's active line, with two parallel lanes set up, allowing newly added commercial and other facilities to simultaneously benefit both types of people. The buildings between the two lanes will play the role of the "Dual-Frontage Street," serving different functions in different scenarios, thus reflecting the flexibility of the planning and design.
项目名称：巴中市光雾山诺水河文旅融合发展示范区
功能：1,606 km²的旅游综合发展区
进度：2021年国际竞赛设计 第二名
合作团队：
中国城市规划设计研究院
戴德梁行房地产咨询（成都）有限公司
宜宾蜀南竹海
自然文明与次生林态的解读和利用
Yibin Shunan Zhuhai
Utilization of Natural Civilization and Secondary Forest
位于四川宜昌的蜀南竹海是世界上最大的竹子森林，而有趣的是其广袤的竹林并非原生，而是不同物种互相竞争、此消彼长后形成的次生自然系统。而在其呈现优美统一的森林风貌背后，其实潜藏着林相单一带来的生态系统脆弱性。
Located in Yichang, Sichuan, the Shunan Bamboo Sea is the world's largest bamboo forest. Interestingly, its vast bamboo groves are not native but rather a secondary natural system formed through the competition of different species, leading to a dynamic balance. Behind the beautifully unified forest landscape lies the ecological vulnerability resulting from the monoculture of the vegetation.
我们一直希望运用先进的规划设计理念寻找可持续文旅发展过程中低影响开发与经济成功的平衡点。于是我们从竹林生态系统及文旅生态系统的问题入手，提出丰富竹林林相和增强度假区产业引力等策略。
We have always aimed to find a balance between low-impact development and economic success in the sustainable cultural tourism development process by applying advanced planning and design concepts. Thus, we start by addressing issues in the bamboo forest ecosystem and the cultural tourism ecological system, proposing strategies to enrich the bamboo forest vegetation and enhance the industrial appeal of the resort area.
竹林过去只被视为独立的自然系统，它的“自然力”没有被充分挖掘，我们希望这个绿色的能量场能联动整个城市的不同产业功能、赋予自然空间更强的吸引力、将景区运营塑造成如同竹子一般的长久生命力，共同构成的复合文旅系统，从而脱离单纯围绕景点建造的传统文旅规划，让度假区自身的升级助力宜宾整个城市能级的上升。
In the past, bamboo forests were only considered as independent natural systems, and their "natural power" was not fully tapped into. We hope that this green energy field can synergize with various industrial functions of the entire city, impart stronger attractiveness to natural spaces, and shape the operation of the scenic area into a long-lasting vitality akin to bamboo. Together, they form a composite cultural tourism system, departing from the traditional tourism planning focused solely on building attractions. This upgrade of the resort area itself will contribute to the overall elevation of Yibin's urban level.
项目名称：宜宾蜀南竹海度假区核心区概念规划竞赛
功能：2.8 km²蜀南竹海度假区核心区旅游规划、空间发展规划与运营模式策划
进度：2022年国际竞赛设计 优胜
合作团队：
深圳奥雅设计股份有限公司
德勤咨询（成都）有限公司
北京步麓建筑设计有限公司
复游城·丽江Foliday
探讨未来度假生活的试验场
Foliday·Lijiang
Exploring the experimental ground for future holiday living.
丽江复游城位于位于云南省丽江市玉龙县白沙镇，丽江市区西部，北联玉龙雪山，南接白沙古镇，区域按照景观斑块特征，场地主要被划分为三大块，北部的农田景观，中部的湖泊草地，以及东侧湿地。
Located in Baisha Town, Yulong County, Lijiang Revisit City is situated in the western part of Lijiang City, Yunnan Province. It is bordered by the Yulong Snow Mountain to the north and Baisha Ancient Town to the south. The area is divided into three main sections according to landscape characteristics: agricultural landscapes in the north, lakes and grasslands in the central part, and wetlands on the eastern side.
我们希望塑造一个超越传统意义上的度假区，复游城更希望为人们在生活和度假之间架起一座桥梁，创造一个度假、生活至工作相结合的第二居所，而不仅是观光旅游的停留地。 除了度假空间产品本身，我们更加关注如何在这样具备天生丽质的场地上，利用现有元素，用不同的体验序列引导到访者走向山林、溪川、草甸与古城，创造多层次、可反复探索自然目的地。
We aim to shape a resort area that transcends traditional notions. Lijiang Revisit City aspires to bridge the gap between living and vacationing, creating a second home where leisure, life, and work converge, rather than merely serving as a stopover for sightseeing tourists. Apart from the vacation space products themselves, we are more concerned about how to utilize the existing elements in such naturally beautiful surroundings. Through different experiential sequences, we aim to guide visitors to explore the mountains, forests, streams, meadows, and ancient towns, creating multi-level, nature destinations that are open to repeated exploration.
同时我们一如既往的关注自然的声音，从高海拔山沟景观的敏感和贫瘠与美丽并存品质为起点，开始所有的规划。谨慎地平衡不同因素，对敏感地区的有力保护、增加生物多样性的生态干预和增加可用性。为多样的人群带来独特的大自然体验，创造能被带走的感知与记忆。按照景观斑块特征，场地主要被划分为三大块，北部的农田景观，中部的湖泊草地，以及偏东侧的湿地。
We continue to prioritize the sounds of nature, starting all our planning from the sensitivity and beauty inherent in high-altitude mountain landscapes, which possess both barrenness and beauty. We carefully balance different factors, ensuring strong protection of sensitive areas, implementing ecological interventions to increase biodiversity, and enhancing accessibility. Our goal is to provide unique natural experiences for diverse groups of people, creating perceptions and memories that can be taken away. According to landscape characteristics, the site is primarily divided into three main sections: agricultural landscapes in the north, lakes and grasslands in the central part, and wetlands on the eastern side.
项目名称：丽江FOLIDAY 地中海国际度假区
功能：项目规划总用地为69.54 公顷，约1043亩，景观规划设计用地占243亩
进度：2021-2022年项目全域规划设计与景观规划设计
在国内繁荣的旅游业背后，我们观察到一些发展的痛点。比如绝大部分旅游产品依然以猎奇和观光为核心，目的地缺乏多次到访的潜力。其次，主流的旅游行业发展指标以旅游收入为衡量依据，背后映射的是目前以拉动地方消费为主导的旅游开发模式，在单一指标、单一评价体系和单一建设标准下，可能为未来旅游业发展埋藏隐患。此外，部分地方存在破坏性的旅游开发，过度包装当地文化，商品化/资本化地方特色。在缺乏旅游禀赋的前提下大举投入传统旅游业。甚至不惜举债来大兴土木，建设仅仅服务于游客的设施与景点，而本地原生居民却很难从中受益。所以，我们也希望通过近些年的旅游规划实践，探讨旅游业的另一种可能性。
Behind the thriving tourism industry in China, we observe some pain points in its development. For instance, the majority of tourism products still focus on novelty and sightseeing, lacking potential for repeat visits to destinations. Moreover, mainstream indicators for tourism industry development are primarily based on tourism revenue, reflecting a tourism development model dominated by boosting local consumption. Under a single indicator, evaluation system, and construction standard, potential risks may be hidden for future tourism industry development. Additionally, some places engage in destructive tourism development, excessively packaging local culture and commodifying/localizing local characteristics. In the absence of tourism endowments, there's a massive investment in traditional tourism. Some even resort to heavy borrowing for infrastructure development that mainly serves tourists, while local indigenous residents find it challenging to benefit. Therefore, through recent tourism planning practices, we also aim to explore alternative possibilities for the tourism industry.
MLA+里是一群爱旅行爱户外的人，我们每年相约一起去看山川大河，从自然中汲取灵感与知识。我们知道，这每一片风景里，不仅是我们玩耍嬉戏的地方，也是当地人祖祖辈辈生活工作的地方，更是自然万物生长繁衍的地方。因此我们希望用更宏观的视角和更全面的思考来对待每一次文旅规划工作、每一座瑰丽的山峰、每一处清冽的河湖、每一片静谧的森林、每一条有温度的村庄。
In MLA+, we are a group of travel and outdoor enthusiasts who annually gather to explore mountains, rivers, and landscapes, drawing inspiration and knowledge from nature. We understand that within each landscape, it's not just a place for us to play and enjoy, but also where local communities have lived and worked for generations, and where nature thrives. Therefore, we aspire to approach every cultural tourism planning endeavor, every magnificent peak, every clear lake and river, every tranquil forest, and every warm village with a more macroscopic perspective and comprehensive consideration.
新的一年，让我们一起期待下一趟旅行。
In the new year, let's look forward to our next journey together.
www.mlaplus.com
MLA+是集城设、建筑、景观、策划、咨询、展陈、标识、媒介设计等专业复合一体的新锐国际设计事务所，从前期策划创意概念，到后期施工落地，保证全专业全过程高品质输出。聚合全球17个国家130多名优秀设计师，三十年国际发展，十五年中国耕耘。
