County tourism to the crossroads tourist town: choice and advance and retreat

China Well -off Network Exclusive Specialty

Text | "Well -off" · China Well -off reporter Yu Jingyuan

"The county tourism has reached the critical moment standing at the crossroads and choosing tomorrow." Wei Xiang, a professor of the Institute of Finance and Economics of the Chinese Academy of Social Sciences, believes that many counties are no longer suitable for the tourism economy, or the tourism industry is based on the strategic pillar industry Essence Is there a better industry to drive the development of the county? Local needs to think carefully.

People who have a head vacation from Beijing, Guangzhou, and Shenzhen who have "head vacations" enjoy Fengyu feast at the starry sky restaurant. Photo Supply/Interviewee provided

"I want to go out!" At the beginning of June, Bai Jiajia, a Shanghai citizen who had just unblocked, couldn't restrain the urge to go out. Because foreign travel cannot be realized for the time being, Bai Jiajia and good friends have chosen the more niche attractions in the country -Fengyu Town, Euyuan County as their dispersion, relaxation, and vacation. Set off. Bai Jiajia said that Feng Yu is a place where her idol and singer Li Jian loves very much, and the characteristic labels such as "open -air art museum, micro -hidden home, head vacation, native" and other characteristic labels also make her urban white -collar workers born Yearn for.

Bai Jiajia's choice is not surprising, and even her choice has represented the choice of most urban people. The full -scale "local taste" rural life in the video of Douyin video blogger "Zhang" has attracted the attention of more than 10 million fans. The fire of "Zhang" is precisely because rural and county are the carrier of the essence of Chinese culture. They are the secrets and focus of Chinese culture. The poem "Jiu in Fan cage, returning to nature" In today's point of view, not only does the nostalgia and rural feelings of "people in the city", but also shows people's longing for the slow life of the countryside.

Opportunities and challenges coexist?

Indeed, county tourism looks different from the past. The county tourism carries the beautiful longing for people to return to nature and walk in the countryside. Many counties have accumulated power during the epidemic, and the software and hardware are upgraded together to create a good image of the tourist destination.

The release of the "China County Tourism Competitiveness Report 2021" (hereinafter referred to as the report) also shows that the high -quality development trend of county tourism has continued to improve. According to the report, the 2021 China Tourism Top 100 counties and cities are distributed in 19 provinces (autonomous regions, municipalities). Among them, there are 30 Zhejiang Province, 10 Sichuan Province, 8 Jiangxi Province, 7 in Guizhou Province, 7 in Jiangsu Province, 6 in Hunan Province, 5 in Yunnan Province, 4 in Anhui Province, 4 in Guangxi Zhuang Autonomous Region, and Hubei Province Three, 3 in Chongqing, 2 in Hebei Province, 2 in Henan Province, 2 in Shandong Province, 2 in Shanxi Province, 2 in Shaanxi Province, 1 in Fujian Province, 1 Gansu Province, and 1 Xinjiang Uygur Autonomous Region.

According to statistics, in 2020, the aforementioned county and cities received an average of 15.3048 million tourists, recovering 79.3%before the epidemic, 40.4 percentage points higher than the national total tourism recovery rate; 1020 yuan per capita for tourists; total tourism revenue and county areas. The ratio of the GDP was 60.3%, a decrease of 31.8 percentage points from the pre -epidemic.

In terms of the quality of tourism resources, there are 58 national 5A -level tourist scenic spots, 299 national 4A -level tourist scenic spots, 16 World Heritage, 16 national tourist resort, 55 national scenic spots, and world geological geology 11 parks, 29 national geological parks, 65 national forest parks, 39 national red tourism classic scenic spots, and 405 national key cultural relics protection units.

Traffic accommodation conditions have also continued to improve. In terms of airports, 31 of the Top 100 Tourism and Cities in China to the nearest transport airport distance is less than 50 kilometers and 84 within 100 kilometers. In terms of railways, 78 tourist train stations were built in the top 100 counties and cities in China, including 46 of the high -speed rail, and 14 of motor vehicles or intercity trains. In terms of hotels, there are 59 five -star hotels and 160,000 rooms in China and cities in China and cities; 184 four -star hotels and 33,500 rooms.

The report believes that county tourism has become the most potential and strongest toughness in the national tourism development pattern in the post -epidemic era. Since the epidemic, the national tourism habits have undergone profound changes, and short -distance tourism, surrounding tourism, and suburbs have risen widely, injecting new vitality into the recovery of county tourism; the strategy of rural revitalization has been comprehensively promoted, and the continued efforts of rural tourism provides new support for the rise of county tourism to the rise of county tourism. ; The construction of rural civilization has been continuously strengthened, and the deep integration of agricultural culture and tourism has set up a new highlight for the transformation of county tourism; in -depth advancement of reform and innovation, and the rapid development of smart tourism characteristics characterized by digital, networked, and intelligence has stimulated new county tourism upgrades. kinetic energy.

Although the report shows the good side of the county's tourism development, it is an indisputable fact that the development of traditional tourism development is affected by the epidemic. The scenic area is closed no longer receiving tourists, the tourism economy has fallen into a trough, and how the tourism industry has developed into the biggest challenge facing traditional tourism. After the disease prevention and control of the epidemic, domestic tourism has indeed become the main force of tourism. Under such a pattern, county tourism faces more challenges or more opportunities? "My personal point of view is obviously challenging, difficulty, stress, stress, It is far greater than the opportunity, "said Wei Xiang, a professor of the Institute of Finance and Economics of the Chinese Academy of Social Sciences.

Wei Xiang said that the tourism industry is a traditional service industry, but its uniqueness. In his opinion, whether the tourism in a place can develop well is mainly determined by three economic elements, that is, consumption power, resources and reception. The consumption power depends on the consumption power of external tourists, and the resources and reception of resource and reception depends on the local natural resources and the level of modernization of the government and the enterprise. Wei Xiang pointed out that two major characteristics of consumption and economy after the epidemic occurred: first, the translation of income layer or income brought about the general weakening of consumer purchasing capabilities; the second is that tourism resources are concentrated in better regions, that is, Matthew, that is, Matthew, that is, Matthew The better the cities, the better the economic conditions, the better the consumption power, and the better economic conditions to create resources and reception. Actively break the situation

From the perspective of data and cases, looking at the characteristics of the development of the tourism economy in the past century, Wei Xiang said that when the economy is downward, urban tourism or introverted tourism will be easier to develop. The surrounding tourism in small and medium -sized cities is facing greater pressure and competition.

"The county tourism has reached the critical moment standing at the crossroads and choosing tomorrow." Wei Xiang said that the two keywords of the current development of county tourism are choosing and advanced. Many counties are no longer suitable for the tourism economy, or the tourism industry is the strategic pillar industry. Is there a better industry to drive the development of the county?

So, how can county tourism break the deadlock affected by the epidemic and open up a path of forward development?

"There are two main ideas for development in the current development of the county." Wei Xiang pointed out that the first one, the financial resources are relatively not tight, and the resources are unique. For example, there are very unique cultural and historical attractions. Industry development. The second is to develop tourism as a supporting industry or an additional industry, and use the tourism industry to demonstrate and improve the brand value of its own industry and the ability to attract investment. "For example, in some counties of photovoltaic and wind power, its environmental base and industrial tourism can be developed." Wei Xiang explained.

Only in the danger can the real wise and brave -how to actively break the situation in a difficult environment, and has never stopped in many places. As the "Emerald's Emerald", from "raising in deep boudoirs" to world tourist destinations, Libo, Guizhou only spent five years. Although the epidemic has caused the just -established tourism brand to be huge and fiscal revenue is in trouble, Libo is brave to face reality. In addition to the upgrading of the original tourism resources and hardware, it has spared no effort to use new media to promote Libo. Belief is "always coming one day."

Under the normalization of the epidemic prevention and control, Guangxi Bama tried to integrate the development of traditional medicine and tourism industry. The epidemic has accelerated the development of Bama's traditional pharmaceutical industry to some extent. It is reported that in the next five years, the Bama International Travel Area will rely on Bama International Long Life Health Tourism Land, focusing on the development of the national recreational tourism industry, and realize the transition from resource -based brands to product -type brands.

Anhui Yixian County is located in southern Anhui and belongs to tourist counties. The county has extended a variety of formats such as photography economy, sketch economy and research, homestays, and e -sports in terms of integration of cultural tourism. The tourism industry occupies the "half of the country" for the county's economic development. In the past two years, the epidemic has risen one after another. Under the background of the decline in the tourism industry in the country, Lixian has not been spared. However, under the epidemic, "practicing internal skills and breakout against the trend" has become one of the current key tasks of Qixian County.

Following the ancient city of Dali and the ancient fishing village of Shuanglang, Fengyu Town, Euyuan County, has become Yunnan's highly anticipated new net red punching land with the ecological environment and creative artistic content of "Cangshan and the source of Erhai Lake". Feng Yu is trying to become "China's largest open -air art museum", and a new Western Humanities and Art Center has begun to take shape. The founder of the New Weekly and Chairman of Dali Qiansu Cultural Travel, Feng Xinting, has been creating a "hometown" phoenix model in recent years. "After the epidemic, we will usher in the era of new cultural travel -body tourism is upgrading to 'head vacation'." Fengxin City said. What is "head vacation"? He explained that "physical repair+mind charging" with content as attracted, it can be said that "curriculum+experience" is the product characteristics of "head vacation".

"The Fengyu model is in line with the current ideas of tourism development in the county." In Wei Xiang's view, "From the perspective of tourism products, this is a useful exploration and a model worth studying for reference."

("Well -off" · China Well -off Exclusive Draft)

This article was published in "Well -off" in late July 2022

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