Affected by the novel coronavirus pneumonia outbreak and the prevention and control policy, the tourism market in 2021 was weak, and the "retaliatory growth" expected by the market did not come. A few days ago, the "14th five year plan" for tourism development announced that it scientifically studied and judged the new situation and challenges faced by mass tourism entering the stage of all-round development during the 14th Five Year Plan period, focused on the theme of promoting the high-quality development of tourism, took meeting the people's growing needs for a better life as the fundamental purpose, and pointed out the way forward for accelerating the construction of a tourism power. "The plan reflects the great importance attached by the CPC Central Committee and the State Council to the tourism industry, which is undoubtedly the most favorable policy at this stage for the tourism industry undergoing the most arduous challenges, the longest recovery and the most profound changes." Dai bin, President of China Tourism Research Institute, said. Usher in the era of mass tourism "Novel coronavirus pneumonia outbreak is the biggest factor affecting tourism development in the past two years and the first half of 14th Five-Year, but overall, tourism is still in a strategic opportunity of high quality development." Dai Bin said. With the continuous improvement of residents' income level, tourism consumption has become an important part of residents' consumption in China. During the 13th Five Year Plan period, China's annual per capita travel exceeded 4 times, and tourism has become the rigid demand of people in a well-off society for a better life. "China's per capita GDP has exceeded 12000 US dollars, the proportion of people's consumption at the spiritual, cultural and leisure levels will continue to rise, and the market scale and social value of tourism will be good for a long time." Denning, vice president of Tourism Science College of Beijing International Studies University, said that this is the solid market base for achieving high quality development of tourism. During the epidemic period, micro tourism and micro vacation have become hot words in the industry and an important direction of market innovation. During the Spring Festival holiday in the year of the tiger, the popularity of local and surrounding tours will not decrease. "The willingness to grow, upgraded consumption and sinking market are the confidence of tourism recovery and the driving force for high-quality development." Dai Bin said. According to the plan, during the 14th Five Year Plan period, China will fully enter the era of mass tourism. This not only means that the number of tourists will be further expanded and the frequency of travel will be further increased, but also means that the tourism consumption demand of the people has changed from low-level to high-quality and diversified, and from focusing on sightseeing to taking into account sightseeing and leisure vacation. The change of demand puts forward new requirements for the high-quality development of tourism. How to make efforts from the supply side to better meet the consumption demand of mass tourism and enrich the effective supply, high-quality supply and elastic supply of tourism? The plan defines the key tasks of tourism development in the 14th five year plan from the aspects of improving the supply system of tourism products and expanding the mass tourism consumption system. "To meet the new needs of mass tourism, we need to have better infrastructure and supporting facilities, more attractive consumption scenes, higher quality product creativity and services, rely on science and technology to bring more new experience of virtual reality combination, and promote the further integration of culture and tourism to bring consumers more choices." Dunning said. "Entering the era of mass tourism in an all-round way, we need new ideas and new thinking to integrate tourism elements into more fields, gather more forces and promote the development of 'Tourism +' so as to meet the needs of more multi-level and diversified tourism consumption." Chen Nan, a professor at the school of cultural industry and tourism management of Henan University, said. From factor driven to innovation driven The epidemic has brought unprecedented challenges to the tourism industry, highlighting the importance of innovation for the development of tourism. Relying on innovative systems and mechanisms and the application of advanced technology, the management efficiency of the tourism industry has been greatly improved, the business mode of tourism enterprises has been adjusted, and new tourism products and services have emerged... Under the dilemma, innovation has become an important force in reshaping the tourism industry. "The remarkable achievements of tourism in the past 40 years are not entirely the result of resource development and market innovation, but the opening-up and demographic dividend. Even if there is no epidemic, the traditional dividend window will be closed. Scientific and technological innovation and cultural creativity are replacing traditional natural, historical and cultural resources and becoming a new driving force for the development of modern tourism." Dai bin told reporters. "The plan takes innovation driven development as the key task of tourism development in the 14th five year plan, which marks a major adjustment in China's tourism development mode, that is, from factor driven to innovation driven. This is not only a practical problem, but also a theoretical problem, which requires serious thinking and careful layout by operators." Zhang Hui, Professor of Tourism Management Department of Beijing Jiaotong University, said that in order to achieve high-quality development of China's tourism industry, in addition to paying attention to technological innovation, we should pay special attention to institutional innovation, start from the demand side, release consumer demand through institutional innovation, and study management innovation to give better play to the role of associations, chambers of Commerce and other organizations. "Attaching great importance to innovation drive is the internal requirement for the high-quality development of tourism. The tourism industry urgently needs to change from the drive of primary factors such as resources and capital to the drive of high-tech and high-quality human capital, accelerate the application and popularization of new technology in the tourism field, and use new technology to transform traditional hotels, scenic spots, restaurants and other business forms to empower traditional industries." Said Han Yuanjun, a doctor from the Institute of strategic studies of the Chinese Academy of tourism. "The diversity and comprehensiveness of tourism determine that tourism innovation is a broad concept, including resource utilization, product design, service concept, cross-border integration, consumption scene, application of science and technology and many other aspects." Denning said that in general, the core is to transform the traditional tourism industry by using technology, especially the Internet plus, to create a new tourism scene and experience, and to enhance the efficiency and efficiency of all links. Building a new pattern of national tourism space "Comprehensively consider the cultural context, geographical context, water context, transportation trunk lines and major national development strategies, and coordinate the development of ecological security and tourism, relying on the Great Wall, the Grand Canal, the Long March, the Yellow River National Cultural Park and the Silk Road tourism belt, the Yangtze River international gold tourism belt, the coastal gold tourism belt, the Beijing Harbin Beijing Hong Kong Macao high-speed railway, Taihang Mountain Wuling Mountain, Wanli tea ceremony, etc Build a new pattern of national tourism space with "point radiation, belt series and network coordination." For the first time, the plan made an overall layout of China's tourism development from a spatial perspective at the national level. Chen Nan said that the construction of a new pattern of tourism space is the result of comprehensive consideration of major national development strategies such as nature, humanities, ecology, transportation and economy. The layout of tourism at the national level shows that tourism will play a more important role in the future economic and social development. "Tourism will not only play a role in expanding domestic demand and driving economic development, but also contribute more to building a cultural power and displaying a new image of China." Experts said that optimizing the spatial layout of tourism is a long-term process. From a regional perspective, we should improve transportation and other facilities, give full play to the radiation and driving role of destinations, and form a linkage development with different characteristics and mutual complementarity; From the urban level, urban and rural planning should fully consider the layout of life and leisure, and realize the refinement and characteristic improvement of tourism. Dunning believes that at present, China's tourism development is still unbalanced in the region. "The differentiated development orientation of the East, middle and West should be more clear, the regional characteristics and destination types of tourism should be further clarified, and more attention should be paid to the pattern changes of non local tourism and leisure tourism around the city after the epidemic." He said that the introduction of the plan will speed up the construction of a tourism spatial layout and support system to promote high-quality development in view of the existing problems. (Xinhua News Agency)