文化和旅游部 recently issued the "15th Five-Year Plan for Building a Strong Tourism Country," incorporating "promoting ticket root linkage with景区参观、餐饮消费、商业购物" into national policy planning. This marks the first time that ticket root linkage has been included in top-level national policies, signaling encouragement for integrated development across transportation, culture and tourism, and commerce. In this context, Hebei Expressway Group Co., Ltd. has creatively transformed a simple toll payment voucher into a bridge between transportation and cultural tourism consumption. Leveraging its advantages in road network traffic flow, the company has shifted beyond traditional highway operations to explore a "ticket root economy" model, directing passing vehicle traffic towards nearby scenic areas. Historically, highways primarily served as transportation routes, with自驾 vehicles quickly passing by without fully utilizing the surrounding cultural and tourism resources. The challenge of converting "passing traffic" into "cultural tourism retention" has been a key focus for交旅融合exploration. Instead of merely offering one-time discounts, Hebei Expressway Group took a proactive approach by collaborating with three main stakeholders: highway operators, cultural tourism authorities, and market entities to build an integrated cooperation mechanism. Based on the distribution of local red and ecological cultural tourism resources, the company's Xingfen Branch conducted in-depth research by visiting 15 cultural tourism enterprises, includingFenhu Valley,天河山, and 抱香谷. This effort aimed to understand景区客流 characteristics and business needs. During these visits, it was discovered that some scenic areas were concerned about additional costs associated with cooperation. To address these concerns, the Xingfen Branch organized a cultural tourism enterprise symposium at the Kangda South收费站, explaining the partnership model in detail and clarifying that each收费站 would provide free distribution of promotional materials for the景区s. Building trust among partners, the next step was to focus on权益兑换for drivers. The Chuangda Branch launched文旅联名特惠activities both online and offline: online through official accounts, short videos, and text messages; offline at收费站 redemption points where travelers could exchange toll payment vouchers for discounted or special tickets. Since launching the ticket root linkage initiative in July, Xingtai Grand Canyon Scenic Area has seen more than 4,000 vehicles benefiting from the高速费报销policy.景区managers noted that this collaboration has significantly improved引流效果. The model has proven particularly effective during major cultural tourism events. For example, during theBaoxiang Valley Music Festival, traffic increased substantially at Longquan Temple收费站. Staff not only managed congestion but also provided route guidance and tourism benefits to drivers, effectively directing them towards nearby attractions. During summer vacation, Jixiangtong ETC Zhangjiakou Customer Service Center hosted live broadcasts to educate travelers on electronic invoice issuance and ETC troubleshooting while promoting ticket root retrieval methods and local cultural tourism resources. Similar activities were conducted by other branches includingXuanDa、京雄and邢衡衡水分公司. For tourists, the combination of travel and游玩福利enhances the自驾 experience. For small scenic areas and homestays, it provides a stable source of customers. For local county-level cultural tourism efforts, it leverages transportation networks to activate red and ecological resources while driving secondary consumption in dining and accommodation. For Hebei Expressway Group itself, this represents a transformation from highway operator to comprehensive travel service provider. Li Zhi, Deputy General Manager of the Xingfen Branch's Party Committee, stated that by treating收费站as cultural tourism宣传windows, they have distributed over 4,000 promotional materials this year alone. This has effectively boosted visitor numbers forXingtai western scenic areas and supported the local campaign,"这么近，那么美，周末到河北." From a simple toll payment voucher to a bridge between consumption and cultural tourism, the ticket root system not only offers景区ticket discounts but also unlocks potential for highway resources to empower county-level economic development. （文章素材来源：人民网）