Breakout and reshaping of tourism industry

Early morning of Zhou Wanping/Guangming Picture of Chengde Great Wall in Chengde, Hebei

Tourists are leisure on the bank of Tianchang Lake, Suifenhe City, Heilongjiang. Xinhua News Agency

In Qihu Village in Chahe Town, Hongze District, Huai'an, tourists and villagers participated in the duck -catch competition. Xinhua News Agency

Visitors play in Jinbixi Scenic Area, Wulingyuan District, Zhangjiajie City, Hunan. Xinhua News Agency

The repetition of the new coronary pneumonia has brought unprecedented tests to the tourism industry. People's travel plans have slowed down, various types of tourism businesses have stagnated, and tourists have to support the difficulties of decreased tourists and decline in income.

However, the epidemic did not block people's longing and expectations for tourism. Many tourism companies began to pay attention to new needs of the market, adjusted the direction of the product, and found the opportunity to find opportunities and took the initiative to change. Recently, the central and local governments have launched a series of policy measures to continue to "reduce" and "blood transfusion" for the tourism industry. Can the efforts of the government and the market make the tourism industry survive the long "cold winter" and usher in the moment of "spring flowers bloom"? What measures should we take to further promote the recovery and development of the tourism industry? The reporter sought the answer in the interview.

The market gradually recovers: the potential of tourism consumption is further released

Under the epidemic, travel agencies, scenic spots, hotels, tourism companies, etc. have lost stable passenger flow, facing more uncertainty in operation. For those who love travel, there is no "travel that goes away", and only the long waiting before the "restart" of the travel.

"During this period of time, the epidemic was intermittent. We didn't go anywhere. I do n’t know when the closure and isolation of the arrival will make the desire to travel." For Mr. Gao and his family who likes travel, the days of "house" during the epidemic situation are A little uncomfortable. In the past, they not only walked through many places at home and abroad, but also liked to share travel experiences on the Internet. Now they can only relax their bodies and minds in small attractions in the city and suburbs. "Maybe, we also have to consider the travel plan of the RV like friends."

Under such circumstances, the trend of shortimed tourism in the tourism market has begun to appear. "Micro -tourism" and "micro -vacation" have become trend, and more people choose to travel around the city and local tour. On the eve of the Dragon Boat Festival holiday, the Ministry of Culture and Tourism issued a notice. The scope of the "fuse" of cross -provincial tourism was adjusted from provincial level to county level. The more accurate "fuse" mechanism promoted the restoration of the liquidity of the tourism market in various places.

Since the beginning of this year, the epidemic in various places has been repeated, and the tourism market is obviously deserted than last year. According to the data of the Ministry of Cultural Tourism, 79.61 million people traveling nationwide during the Dragon Boat Festival holiday, a year -on -year decrease of 10.7%, domestic tourism revenue of 25.82 billion yuan, a year -on -year decrease of 12.2%, but the overall holiday and the "May 1" holiday have resumed. According to the "Big Data during the 2022 Dragon Boat Festival Holiday" released by Ctrip, the total number of orders during the Dragon Boat Festival has increased by more than 30 % compared with the Qingming holiday. The proportion is close to 80 %, an increase of more than 20 % over the Qingming holiday. Tourism practitioners generally believe that the "recovery signal" has appeared in the tourism market.

With the coming of summer, students' graduation, summer tourism, and parent -child tour market will also usher in a wave of rise. The "2022 Summer Travel Trends Forecast Report" released by Tuniu Travel Network shows that this summer vacation, with the adjustment of the inter -provincial tourism "melting" mechanism, people’s travel days and travel distance are significantly extended. Booking boom.

Recently, various places have launched tourism routes for summer leisure and parent -child research on summer, and they have distributed tourist "big gift packages" for tourism with tourist exemption and price reduction promotion to further encourage tourism consumption. Zhejiang, Yunnan, Shandong, Hubei and other provinces and cities successively launched tourism consumer coupons in June. Well -known scenic spots such as Huangguoshu Waterfall in Guizhou, Huashan, Shaanxi, and Xiamen Gulangyu have successively announced free tourists.

Travel agencies and tourism platforms are also actively deploying summer travel products. Ctrip launched the Summer Travel Festival in mid -June, launching a star content "grass" travel topic and cross -border linkage with the game IP. Flying Pig Travel said that during the "6 · 18" period, the park, museum, RVs, cruise ships and camping related package products were launched. These new measures and new products will further release tourism consumption potential.

Change of the industry's difficulties: adjustment of business models for market demand

"The epidemic has been three years, and this year is particularly difficult. I don't know how long I can hold on." Jiang Chen, a guide from Jiangsu, said that since the epidemic in 2020, more than half of his tour guides have changed career. Most of the middle -aged guides, most of them can only choose a low -entry threshold for sale, takeaway, express delivery, online car rental thresholds. Today, while doing his job, he is doing live, writing articles, and studying editing, and he is struggling in this industry.

The loss of talents made the dull tourism industry worsen. And this year's graduation season, many tourism graduates have not entered the tourism industry. Li Jing, a professional student who is about to graduate, said that less than 20%of the students in the class found the counterpart units, and her resumes delivered to dozens of tourism companies were also deep in the sea.

The cold and long -distance tourism with the group tour is limited, which allows tourists to make adjustments. By pushing out the new and seeking transformation in the predicament.

"Some time ago, in order to ensure the company's cash flow, we have launched more products for surrounding and local tourism, such as historical and cultural lines in the city, and the recreation vacation in the suburbs." Xu Ying told reporters that the summer is approaching, and they have been busy these days, and some products for parent -child families and graduates will soon be launched. "We are also trying to customize small groups, theme tours and other models to launch more cultural heritage products. Now, more and more people are willing to pay for higher quality consumption experiences, the epidemic will pass, the trend of consumption upgrade will not change "Xu Ying said.

The impact of the epidemic has accelerated the pace of the transformation and upgrading of the tourism supply side. Experience and immersive tourism replaced tourism tourism. The trend of personalization and diversification is becoming clearer. More tourism practitioners have begun to pay attention to family parent -child, deep research, outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure, and outdoor leisure and outdoor leisure. New needs such as micro -travel, slow leisure, and deep leave.

"For travel agencies, the impact is relatively large. You should try more about new business, accelerate the adjustment of business formats, explore the source of income, and strengthen your own pressure resistance." Han Jie, president of China Youth Travel Travel Technology Development Co., Ltd. Become the main force of tourism, increase consumer demand, and have higher requirements for service quality. Therefore, it is necessary to create a product service system that meets the needs of user needs, recommend high -quality tourism resources for consumers, and provide high cost -effective travel solutions. "At present The consumer demand and habits of the 80s, 90s and even post -00s of the main consumer group as the main basis for product development and promotion of the main consumer group as the main basis for product development and promotion to provide products that meet market demand.

The empowerment of the Internet also brings new ideas to the tourism industry. Recently, scenic spots, tour guides, and tourism platforms have explored online operations, learned live broadcasts, produced short videos, and opened the "cloud" tourism "grass" model. On the live broadcast platform, the tourists took tourists to visit Shanhe, Lakes and Seas, explained humanistic knowledge, and appreciated performances. They "group groups" online, helping fans booking tickets, booking cars, and "drainage" for offline tourism. The combination of online and offline tourism has brought about changes in profit models and innovation of business models, which will also become a new test.

Introduction of bailout policies: helping tourism companies survive the difficulties and continue to develop

"Not long ago, the travel agency received a temporary retired tourism service quality margin. In this way, the" real gold and silver "bailout measures came in time to help us regain confidence and spend difficulties." Manager Zhou Xin said that after the travel agency received a temporary retired 80%of the warranty last year, they paid employee salary in time and paid various expenses such as rent. This year, the temporary retirement ratio of the travel agencies increased to 100%, which further alleviated their funding pressure, and also added to them to launch new tourist products in the summer vacation.

In April of this year, the Ministry of Culture and Tourism issued the "Notice on Further Adjusting the Temporary Temporary Temporary Policies of Temporary Tourism Service Quality Margin". In addition, since this year, government departments have issued a number of policies to support the development of tourism in the tourism -the National Development and Reform Commission, the Ministry of Cultural Tourism, etc., and issued the "Several Policies on Promoting the Recovery and Development of Hard Industries in the Service Industry". There are 7 separate tourism policies in the tourism industry, including temporary decreasing insurance policies, as well as sustained insurance premiums, and strengthening financial support. The State Council issued the "Opinions on Further Release of Consumption Potential to Promote the Continuity of Consumption" specifically pointed out that it has implemented the support measures such as restaurants, retail, tourism, civil aviation, highway water railway transportation. These policies have eased their current difficulties for many cultural tourism companies, helped their orderly and open work, and promoted the recovery and development of tourism.

"These policies have created better conditions for further stimulating tourism and consumption activities." Shi Peihua, director of the Provincial and Ministerial Construction Cooperation Center of Modern Tourism Development of Nankai University, pointed out that "there are also precise and powerful financial policies for cultural tourism companies in various places to serve enterprises for enterprises Stabilize the capital chain, strengthen the "survival 'ability in the epidemic, maintain basic service functions, stabilize the tourism market subject, especially to stabilize tourism employment, and protect the main force of tourism services to play an important role."

"While making good use of policy assistance tool packs, small and medium -sized tourism companies can also rely on platform -type tourism companies in terms of resource integration, product packaging, and standardized services to broaden the channels for self -rescue of the industry chain to broaden their income and monetization." Ctrip research research Zhang Zhining, deputy director of the Strategic Research Center of the Academy, said that in the past two years, the Ctrip platform has helped merchants to reduce burden reduction and improve quality and income through product innovation, and achieved good results.

Promote policy implementation: Enhance confidence for future development

Whether the relief assistance policy can really make tourism companies feel a sense of gain, whether the implementation of the implementation is the key. Many people in the industry believe that due to the changes in the adjustment of epidemic prevention policies, some enterprises are unfamiliar with the policy itself or processing processes, there are still problems and blocks in policy implementation.

"At present, there are different opinions on the opening of travel policies in various places. There are problems such as inconsistent information and complex application processes. It requires the joint efforts of enterprises and governments to let the bailout policy be blossomed." Han Jie said.

Zhang Zhining believes that after the "fuse" of cross -provincial tourism is accurate to the county and the "nine inaccurate" policies such as the prevention and control of the epidemic, the prevention policies of different communities and streets in some cities are inconsistent. "Go in" not only shorten the stay of tourists, but also limits the vitality of the recovery of the tourism market.

Li Xinjian, Executive Dean of the Capital Cultural and Tourism Development Research Institute of Beijing Second Foreign Language Institute, said that it is necessary to strengthen the propaganda of bailout policies, allow more enterprises to understand the latest policies in a timely manner, and at the same time investigate the latest situations, and launch richer policies for subsequent launch The measures laid the scientific foundation. It is necessary to strengthen the coordination of relevant departments in the implementation of bailout policies and strengthen supervision of the implementation of the implementation of bailout policies. "At the same time, enterprises also need to adjust the product direction in a timely manner, and focus on product innovation, business innovation, and model innovation. With policy support, they will prepare for talents, business, products, and services. Opportunity to win the market. "Li Xinjian said. In the future, what aspects should we start to further boost the tourism industry and help them get out of the industry as soon as possible?

Shi Peihua believes that to maintain the systemic, sustainability and connectivity of the policy, a single field and temporary bailout policy often have difficulty in fundamental support. It is necessary to stabilize the capital chain, clear marketing channels, help product updates, and maintain the quality of service quality. It is necessary to increase the support of cultural tourism enterprises in the financial and fiscal field, and take the stable employment and tourism talent team as the key content of the resuscitation and recovery of the tourism industry. Innovation.

Li Xinjian suggested that the system of exploring insurance instead of margin is considered, considering exploring the formation of the three -party sharing mechanism of premiums between tourism companies, insurance companies and government departments, and minimizing the expenditure of tourism companies in premiums. Gradually promote the establishment of an industry relief system or regulations facing the industry's dilemma, as well as the business break system in the predicament, to "retain the green mountains" for future development.

(Reporter Lu Yuanzhen)

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