Zhu Keli: Cultural Tourism Breakout

Zhu Keli | Cube, everyone talks about column authors

With the improvement of the domestic epidemic situation and the "picking stars" of the itinerary card, recently have announced that they have resumed cross -provincial tourism, and the cultural tourism consumer coupons have been issued densely. Many scenic spots have launched discount tickets and other measures. Combined with the current situation of the epidemic prevention and control situation and the development of the tourism market, the General Office of the Ministry of Culture and Tourism issued the "Notice on the Unified Management of Touring Tourism Specialty in the Inter -Provincial Tourism" Break "mechanism. A series of relief measures release policy dividends and inject strong hearts to the tourism industry.

As an important part of the tertiary industry, tourism is one of the powerful leverage to expand domestic demand and leverage economic development. In recent years, due to the continuous influence of the epidemic, the vitality of the tourism market has declined, the overall market is sluggish, and the market subject is universally difficult, especially the traditional tourism format that highly relies on on -site experience consumption. Due to its contact, clustering, and liquidity, the tourism industry and catering, retail, civil aviation, highway waterway railway transportation has become a special trapped industry under the epidemic. The people who are very poor have an impact on employment and people's livelihood.

Because of this, the difficulties and challenges brought about by the face -to -face epidemic in my country have successively introduced a policy of stabilizing the economy from the central government to the local government. In response to the dilemma and admission to the tourism industry, dynamically adjust the prevention and control measures of the tourism industry epidemic, stabilize market expectations, and enhance corporate confidence. Starting from various aspects of scientific precision and epidemic prevention, inter -provincial and cities, and the system of tourism industry, and the system of tourism industry, through multi -strategies and accurate policies, strive to minimize the negative impacts of the epidemic, and for the tourism industry for the tourism industry in my country and the breakout and breakthroughs of the tourism industry. Value improvement creates favorable conditions.

For the tourism industry, whether it can break through in the short term mainly depends on the epidemic, and whether it can be improved in the long term depends on the transformation. Fundamentally, the favorable conditions and potential forces of breakouts and improvements originated from changes and trends in demand and trends. The epidemic can block the smooth flow of physical space, but it is difficult to shake people's deep -seated needs. Among the groups of cultural tourism, there are more and more young people, and their consumption concepts and experience focus have changed, showing new trends such as short -distance travel consumption and localization, tourism experience digitization and scene changes. The light of these trends is passing through many uncertain gaps, and it is based on reality and future.

It is true that, as a long -chain industry that starts to "eat, accommodation, travel, and entertainment", its market potential is far from being released. However, in recent years, the tourism industry has not only become a barometer from recovery to prosperity, but also is brewing and ushered in a new inflection point for transformation and upgrading. The era of farewell to the traditional dividend of the ticket economy urgently needs to find opportunities in danger to reshape future dividends. This is inseparable from self -help and mutual assistance in the industry, and it depends on the two -wheeled linkage of the market and policies.

It is necessary to stimulate the in -market drive and promote the combination of depth and horizontal. At present, the internal driving force of the tourism market is weak, and the market entity generally lacks a sense of gain. This is not matched with its long industrial chain, a large number of employment population, and a large role in economic driving. It is urgent to refine internal skills and stimulate the vitality in the tourism industry. Under the common catalyst of the epidemic and technology, all walks of life seeking new changes in consumer scenarios, business content, and operation models. People's needs expand to personalized diversification. Tourism should also seize these new characteristics and cooperate Cultural creation, scene creation and digital transformation, build a new space pattern and new industry ecosystem for the high -quality development of tourism industry, further do a good job of refined operations, and hedge the risks brought about by the epidemic and other factors.

In the context of cross -border integration of the industry, the tourism industry has shifted to the light asset model. More new players and gameplay are endless, and they also rely on cultural technology and creative elements. Online and offline integration innovation has become a mainstream form. Facing the future, in addition to the deepening expansion of the tourism industry, designing products for different user groups, doing differentiated services, and paying attention to horizontal development, giving full play to the advantages and adhesive characteristics of tourism, accelerating the layout of "tourism+research", "research", "research" " New formats such as tourism+sports "" tourism+health care "are used for new economic thinking market for the new economic thinking.

It is necessary to enhance policy execution, coordinate the rescue and guide both hands. From the perspective of localities, there are currently many measures to target the pain of the industry to provide practical policy guarantees for the tourism industry's rescue. For example, targeted awards for the tourism industry, increase support for the development of advanced outings, urban tourism, and district tourism, and help travel agencies to restore production. However, in reality, the epidemic prevention policies in different regions and scenic spots have not yet been scientifically accurate, and the cost of market entities virtually increased. In this regard, all localities should be implemented and guaranteed as soon as possible to make it true. While accelerating the implementation of bailout measures, we must focus on providing support and guidance for market entities from policy, improve basic service facilities, do everything possible to promote the improvement of the quality of cultural tourism, and promote the vitality of the tourism market.

Attachment: Reception of interviews

Related background: Recently, the New Oriental "grassroots" teacher transformed into the live stars of the live broadcast room, which attracted widespread attention. At present, how to brew new opportunities in the transformation in the case where the economic situation is complex and the epidemic challenge is large? People's Daily launched a series of "transformation is a new opportunity" report, and made a series of reports from the aspects of education, catering, tourism, retail, etc. After publishing, it was recommended on the homepage of the People's Daily Online. The following is an interview with relevant experts:

1. Stopping -restart -stop ... The Chinese tourism industry who stopped and stopped has spent two years of extraordinary two years. What is the current situation of the current market entities in this "lasting battle"?

Zhu Keli: In recent years, the domestic epidemic has repeatedly suppressed personnel to move out. The tourism industry in my country has been impacted. It has been closed between stopping and restarting, and slowly recovered in uncertainty and uncontrollable. In this "long -lasting war", the main body of the tourism market is generally dragged down by the epidemic, the market vitality has declined, and it is in a stable downturn. The tourism company confidence index fell to the lowest point since the first quarter of last year. But different types of market entities also have different situations. For large -scale tourism companies, due to the recovery of overseas tourism markets, the main online tourism booking platforms are far exceeding domestic platforms. Among the domestic scenic spots operating listed companies, many operating income in the first quarter of this year decreased by more than 40%year -on -year. For small and medium -sized tourism companies, the market subjects in the East China region are more serious, and travel agencies are even more. The current tourism industry is directly and indirectly employed by nearly 80 million, and up to half of the employee loss rate of nearly half of the enterprises exceeds 20 %. Only the main body of the tourism market can guarantee employment and people's livelihood.

2. Under the epidemic, the cultural tourism industry ushered in a new inflection point and opportunity for transformation and upgrading?

Zhu Keli: The epidemic blocks the smooth flow of physical space. Some traditional tourism formats that highly depend on on -site experiences are particularly affected. However, we must also see that the epidemic cannot stop people's deep -seated needs of people's emotions and spiritual aspects. As more and more young people in the cultural tourism audience are increasing, the focus of consumption concepts and experiences has also changed. New trends such as chemical and localization, digitalization of tourism experience, and scene changes. These all means that the cultural tourism industry is ushered in a new inflection point and opportunities for transformation and upgrading, which will inevitably have a positive impact on future market recovery that will not be ignored.

3. Do you think the tourism industry should find opportunities in danger and deal with the difficulties and challenges brought by the current overcoming epidemic?

Zhu Keli: In the context of the normalization of the domestic epidemic prevention and control, governments at all levels have successively introduced a measure of stability of the economy, providing policy guarantee for the tourism industry's rescue. However, the current tourism market is weak, and the market entity generally lacks a sense of gain. The key is to stimulate the endogenous energy of the tourism industry. Therefore, it is necessary to face the difficulties and challenges brought by the epidemic.

On the one hand, we must focus on the implementation of accurate epidemic prevention, tourism inter -provincial and cities, and the system of tourism negative list system. Create favorable conditions for my country's tourism industry rescue and value improvement.

On the other hand, crisis and opportunities are often coexisting together. Under the common catalyst of the epidemic and new technologies, all walks of life in all walks of life in terms of consumer scenarios, business content, and operation models. Diverse expansion, the tourism industry should also seize these new characteristics to further refine operations to hedge the risks caused by uncertain factors such as epidemic conditions. I believe that the tourism industry is still promising.

4. For the future, how to view the development of the future tourism industry? What are you looking forward to?

Zhu Keli: As an important part of the tertiary industry, the future prospect of tourism has a huge imagination. Under the trend of cross -border integration in the industry, the tourism industry is turning to the light asset model. More new players and gameplay are endless, and they also rely on cultural technology and creative elements. Online and offline integration and innovation have become more and more mainstream.

Facing the future, in addition to expanding the depth of the tourism industry itself, designing products and differentiated services for different user groups, and paying attention to differentiated services, we must also pay attention to horizontal development, give full play to the advantages and adhesive characteristics of tourism, accelerate tourism+education, tourism+tourism+ The layout of new formats such as sports, tourism+health care, and a big chess game with the new economic thinking market.

Responsible editor: Shi Jian | Audit: Li Zhen | Director: Wan Junwei

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