Innovate tourism promotion methods to help the summer market recovery

Recently, the Ministry of Culture and Tourism launched domestic tourism promotion activities in 2022 with the theme of "Beautiful China · Beautiful Life". This is under the premise of doing a good job of preventing and controlling the normalization epidemic, guiding localities to adapt to changes in tourism market trends such as "micro -tourism" and "micro vacation", innovate tourism promotion methods, strengthen adaptation and docking between consumption and supply, and better guide to better guide And promote the development of the tourism industry, and to promote an innovative attempt for the industry to help enterprises' rescue work.

As the epidemic prevention and control situation continues to improve, the domestic tourism market has accelerated the momentum of recovery. Especially after the adjustment of the "fuse" mechanism of cross -provincial tourism, the tourism team's tourism is restored in an orderly manner, and it is expected to inject vitality and motivation to the upcoming summer tourism market. The author believes that how to effectively restore the confidence of tourists and market entities and better accumulate for market recovery is a realistic topic that the tourism management department and the industry are concerned about. In this context, the domestic tourism promotion activities are launched. To make the expected effect of promotion activities, we need to focus on the following aspects:

The first is to make a difference in establishing confidence, maintaining confidence and strengthening confidence. Start with publicity and promotion, choose the urban tourism and leisure circle as the starting point, and tap the potential of short -range tourism and leisure. Under the premise of doing a good job of security, grasp the summer time node, and launch various activities with various forms and rich contents according to the needs of parent -child research, leisure vacation, cool summer and other segments, and use market traction supply to create hot spots and stimulate the market to stimulate the market The subjective vitality. During this event, the Weibo platform launched a special promotion activity of "Urban Patrol". Through the linkage of orange V and ordinary users in the field of blue V. Tourism and other fields, we will jointly focus on exploring the new model of "tourism+" cross -border integration to help build The new attraction of urban tourism, at the same time, links the "100+" cultural and tourism departments, scenic spots, hotels, OTAs, media and other blue V users in the provinces, districts, municipalities, and districts, and share the city's characteristic travel experience. With the help of platforms such as Weibo, the popular topics and enthusiasm of the tourism market are expected to continue to rise, and the attention of the tourism market will also increase.

The second is to work hard to prevent and control the epidemic. In accordance with the work deployment of the joint prevention and control mechanism of the State Council, pay close attention to the situation of the epidemic situation, and scientifically and accurately implement the "melting" mechanism of cross -provincial tourism. Tourism companies such as travel agencies, scenic spots, hotels, homestays, and other tourism companies should strictly implement various epidemic prevention and control requirements and operation processes, and start the responsibility of the main body of the epidemic prevention and control from themselves. Relevant departments can use big data resources to monitor market activities including domestic tourism promotion activities, identify and avoid risks in advance, and improve the certainty and stability of demand and supply matching. This domestic tourism promotion activity provides a good social atmosphere for market players to carry out business, but it is also necessary to fully evaluate market recovery and risk factors faced by normalized epidemic prevention and control.

Third, the implementation of the system to promote the implementation of the rescue policy for enterprises. Recently, the state and localities have successively introduced a series of policies for helping companies, creating a good policy environment for the restoration and development of the tourism industry. For example, with the consent of the State Council, the "Several Policies on Promoting the Recovery and Development of Hard Industries in the Field of the Service Industry" jointly issued by the 14 departments such as the Ministry of Finance and Reform, the Ministry of Finance, the Ministry of Culture and Tourism, etc., focusing on increasing tax cuts and reduction in financing costs, reducing financing costs, reducing financing costs. Increase policy coordination of policies such as increasing support for bailout funds, strengthening production factors guarantee, support for small and medium -sized enterprises, guaranteeing the payment of small and medium -sized enterprises, and expanding market demand. As a difficult industry in the service industry, the tourism industry is seriously affected by the epidemic. Market promotion activities should be fully collaborated with other corporate relief policies, complement each other, and form a joint force. In terms of market activation and expansion, domestic tourism promotion activities can combine the organic combination of consumption promotion such as local consumer vouchers and hosting festivals to form a policy superposition effect. Encourage localized financial subsidies and discounts on the prevention and control of enterprises in the prevention and control of the outbreak, provide timely providing rescue subsidies and stabilized subsidies, and explore easier support for obtaining ways, such as "exemption to enjoy" and "no contact" and so on. Essence

In this sense, carrying out domestic tourism promotion activities can not only help tourism companies to seize market opportunities in a timely manner to accelerate recovery, but also help stimulate the enthusiasm of market entities to provide valid product supply. (Author: Yang Jinsong; Unit: China Tourism Research Institute; Editor: Yang Shuo)

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