Since the beginning of the year, cultural and tourism hotspots have been constantly emerging in various regions. New cultural and tourism gameplay features such as "Warmth Station", "Free Tickets for Reciting Poetry", and "Wang Po Talks" have attracted many people to travel far away. This year's May Day holiday, many places have shown a hot scene of "one ticket is hard to find". The "China Better Life Survey" jointly initiated by the Financial Program Center of China Central Television, the National Bureau of Statistics, and China Post Group Co., Ltd. shows that tourism ranks first on the 2024 Chinese consumer willingness list, with more than one-third of people planning to increase their consumption in tourism, the highest proportion in five years. Since the 18th National Congress of the Communist Party of China, China's tourism industry has developed rapidly and with high quality, successfully paving a unique path of development. Faced with the constantly upgrading demand for tourism consumption, how to better meet people's new expectations for a better life and make the tourism industry a rich and prosperous industry for people's livelihood is an important issue before us. One of the "five pairs of relationships" is to coordinate supply and demand. Balancing tourism supply and demand requires enriching supply to meet the essential needs of tourists. Traveling is not only about discovering destinations, but also about discovering oneself. Discovering the emotional connection with beauty, discovering the emotional connection with others, and discovering the connection with nature are all deep-seated needs in tourism activities. Especially for young tourists nowadays, their consumption patterns have undergone significant changes. Young people travel long distances without fear of twists and turns, in order to listen to their favorite music, see the scenery they want to see, and meet the people they want to see. They are more willing to pursue their interests and truly respond to their inner feelings. In recent years, the specialized tourism market for skiing, diving, hiking, mountaineering, cycling, and stargazing camping has become increasingly popular, precisely because these activities can meet the social needs of many like-minded people. Tourism events such as village supermarkets and marathons are flourishing, and it is also because every participant can feel that "this is our activity". Movies and TV shows such as "To a Windy Place" and "My Altay" have become popular destinations, and behind the beautiful scenery, the leisurely and leisurely atmosphere created in the dramas satisfies people's expectations for a better life. The popularity of places like Zibo in Shandong, Tianshui in Gansu, and Zhengding in Hebei is not only due to their highly regional delicacies, but also due to the goodwill of the government and market entities that cater to the sincere desires of young people. These new trends in tourism inspire us to understand and recognize the essential needs of tourists, which is essential in ensuring good tourism supply. Balancing tourism supply and demand requires innovative supply matching and demand creation. The demand for tourism has a certain degree of irreversibility. Tourists who have visited good scenic spots, experienced good projects, and even slightly different quality scenic spots and projects find it difficult to arouse enough interest from tourists. With the enrichment of tourism experience and experience, people sometimes feel confused and do not know where to go next, leading to the outflow of tourism demand and short-range substitution. In this regard, tourism suppliers should adhere to integrity and innovation, by cultivating more new business formats, developing more new products, and creating more new scenes, matching and creating tourist demand. Physical consumption has a high degree of repetition, but tourism as a spiritual and cultural demand changes rapidly, and the lack of innovation may mean that the target customer source is decreasing while receiving tourists. Continuously deepening the integration of culture and tourism is also the key to solving the problem. There are various understandings and expressions about the essence of tourism, but none of them point to people's diverse spiritual and cultural lives. Such needs need to be met through various resources and means such as natural landscapes, culture, technology, sports, education, etc. During a trip, people often have multiple purposes, including viewing beautiful scenery, eating delicious food, experiencing folk customs, and not wanting to miss out on local festivals and events. They also hope to learn something and gain a sense of accomplishment. Products with a single function and type are obviously unable to meet the needs of tourists. In addition to horizontal integration, vertical expansion of product lines is equally important. On the one hand, it can be extended upwards to create high-end tourism products that allow tourists to enjoy better quality in limited time; On the other hand, continuously enriching the traditional sightseeing industry, digging deep into the sinking market, and meeting the daily leisure and vacation needs such as short distance tours. Of course, product innovation on the supply side cannot be achieved without creating new market entities and accelerating the development of new tourism productivity. It depends on cultivating a group of tourism enterprises with global competitiveness. The development of China's tourism industry relied on resource advantages in the early stages. People came from afar to see the true beauty of natural and cultural landscapes; Later, the emergence of tourism service agencies increased the degree of market organization, making travel more convenient and cost-effective for people. Nowadays, tourism development relies on knowledge production, and tourism enterprises not only need to think about what tourists want, but also what tourists cannot think. Further optimizing the system and mechanism for facilitating the aggregation of production factors, accelerating the cultivation and development of knowledge-based tourism new drivers, enhancing the ability of relevant enterprises to lead and create new demands, continuously accumulating competitiveness, will help achieve a balance between supply and demand in tourism development, and promote high-quality development of China's tourism industry. (Lai Xin She)