Author: Ma Yiliang (President of the China Tourism Research Institute [Data Center of the Ministry of Culture and Tourism]), the tourism industry rebounded strongly this spring. According to the data of the Ministry of Culture and Tourism, during the Spring Festival holiday this year, 308 million domestic tourists visited the country, up 23.1% year on year, reaching 88.6% in the same period of 2019. Despite the end of the holiday, the staggered peak travel market is still strong, and with the "restart button" pressed for outbound group travel on February 6, the tourism market is expected to enter a stable recovery channel. When the epidemic is no longer a significant factor affecting the development of tourism, people's tourism will and confidence in the development of tourism will be further restored and released. However, it cannot be ignored that the tourism market under the epidemic has changed, and this change will exist for a long time. Moreover, the more fully the tourism market recovers, the more obvious the change is. If we want to say that the biggest change is that the demand for tourism is not the same as before, and people's demand for recreation space is higher, and more sensory stimuli such as "seeing the beautiful scenery, enjoying the delicious food, and enjoying the folk customs" have been transformed into seeking spiritual pleasure experience. Specifically, the mentality behind this demand change is mainly manifested in two aspects: on the one hand, people prefer to keep a certain distance from strangers during the journey, and are unwilling to travel in groups with people they don't know, and they will actively avoid the congestion in the scenic spot, rather than rush to avoid missing. This will further promote the generalization of scenic spots. In addition to more than 14000 A-level scenic spots, more non-traditional tourism resources, especially modern life tourism resources, such as cultural tonal libraries, online celebrity restaurants, beautiful river valleys, landscape bridges, and movie spots, will become "tourist attractions". With more and more tourists going to these places and scattered in more recreational spaces, the pressure of incremental passenger flow in traditional tourist attractions will continue to increase. In addition to spatial dispersion, the pace of tourists' dispersion of travel according to their interests and social needs has also accelerated under the influence of the epidemic. People participate in or form various weak contact groups and travel together through activities such as cycling, hiking, fishing, stargazing, skiing, boating, photography, camping, etc. This makes the boundary of the tourism industry more and more blurred. Fitness clubs, online celebrities, group owners, car clubs, associations, research organizations, etc. have all joined the ranks of the tourism market supply. On the other hand, as people become more and more experienced in tourism, especially when young people travel around with their parents since childhood, many of the landscapes and customs they want to enjoy have been experienced, so people will focus on the inner feelings instead of the scenery outside. The epidemic has undoubtedly accelerated this transformation. People increasingly agree that it is better to "go through" in one place than to "go through" in "go to bed and take photos". This has challenged the development model of "selling the right to visit" of "collecting tickets around mountains and rivers". In recent years, the ticket price reduction of state-owned and private scenic spots around the country is related to the policy guidance to reduce the ticket price of key state-owned scenic spots, and more directly related to the internal logic that the current scenic spots gradually become flow entrances, and the comparative advantages of scenic spots change from visiting rights to recreation space. Influenced by the epidemic, the business model of tourism enterprises has also changed significantly