Tourism is poised for recovery
2022-06-07
With the positive progress of epidemic prevention and control in various regions, the tourism industry has ushered in recovery. During the Dragon Boat Festival holiday this year, there were 79.61 million domestic tourism trips nationwide, a year-on-year decrease of 10.7%, and it recovered to 86.8% in the same period in 2019 according to the comparable caliber. In order to help the main players in the tourism market cope with the impact of the epidemic, since this year, the central and local governments have continuously made hard and practical moves. On the one hand, they have rescued enterprises from the financial and fiscal policy levels, and on the other hand, they have released the potential of the tourism market through measures such as stimulating consumption. Industry enterprises also actively carry out self-help and mutual assistance, face new market demands, expand business space, and seize new opportunities for the recovery of the tourism industry. Make policy "combination fist" Due to the characteristics of personnel contact, gathering and mobility, tourism is greatly affected by the epidemic, and it is also one of the industries that the relief policy focuses on. In February this year, 14 departments jointly issued several policies on promoting the recovery and development of difficult industries in the service sector. Recently, the supporting policies of relevant departments have been intensively implemented, and the rescue effect of the policies has initially appeared. All localities are also accelerating the introduction of relevant measures. Up to now, more than 20 provinces have announced specific implementation measures and put forward innovation support measures in combination with the actual situation. "The tourism industry has a long industrial chain, involves many types of enterprises and is greatly impacted by the epidemic. Generally speaking, the relief policy has played a positive role in the survival and development of tourism enterprises." Hanyuanjun, a doctor from the Strategic Research Institute of the China Tourism Research Institute, said that the intensive policies have strengthened the confidence of the tourism industry in overcoming the epidemic and recovering development, saved the operating costs of enterprises and supplemented the cash flow of enterprises. "At present, there is still uncertainty in the development of the epidemic, and relevant departments should issue more targeted support policies according to the characteristics of the tourism industry. For example, financial policies should favor small and medium-sized tourism enterprises, while highlighting the role of credit loans; support local governments to give priority to the use of industrial funds for the recovery and development of cultural and tourism enterprises." Han Yuanjun said. Recently, the general office of the State Council issued the opinions on further releasing the consumption potential and promoting the sustainable recovery of consumption, which defined a series of measures to increase the efforts to help enterprises and expand cultural and tourism consumption around the protection of market players. In order to welcome the China tourism day, nearly 5000 tourism benefit measures have been launched in various regions, including free or half price discount in some scenic spots, issuance of cultural and tourism consumption vouchers, etc. Chennan, a professor at the school of cultural industry and tourism management of Henan University, said that ticket reduction, issuance of consumption vouchers and other means will help stabilize the fundamentals of consumption in the cultural and tourism market. Chen Nan suggested that the supporting policies for tourism should also be guided by new cultural and tourism needs such as "cultural guidance + scientific and technological innovation", "new infrastructure + traditional projects" and "tourism demand + Leisure Space", guide tourism enterprises to further improve the construction of digital cultural and tourism products and service system, and promote the innovation of tourism enterprises' business models. Active self-help without "lying flat" On May 28, the Yinji international tourism resort in Zhengzhou, Henan Province resumed its opening. Zhanghongchao, deputy general manager of the market center of Yinji cultural tourism group, said that affected by the epidemic, the business operation of the enterprise is facing considerable pressure this year. Since the beginning of this year, Henan Province has launched a number of policies to help enterprises. The ice and snow world under Yinji cultural tourism group participated in the ticket free activities of 226 scenic spots in Henan Province, and the government subsidized the participating scenic spots. "Favorable policies have increased the confidence of enterprises. In the face of the uncertainty caused by the epidemic, enterprises themselves should also refuse to 'lie flat', actively innovate and change, timely adjust marketing strategies according to the current market demand, and accumulate brand strength." Zhanghongchao introduced that at present, local tourism has become the mainstream of the tourism market, and camping is particularly popular. The company has paid close attention to the air outlet, laid out the camping market in advance, and continued to reap the market heat during the Qingming Festival holiday and the May Day holiday. "The government's support policy for enterprises is phased. Tourism enterprises should rely more on their own strength to dig into the characteristics of cultural and tourism market demand and consumption transformation trend in the new era." Chen Nan said. Han Yuanjun believes that the epidemic has changed the form of tourism and formed a new form of consumption; The epidemic has also changed the travel radius of tourists, and rural tourism and home stay economy are favored; Travel agencies develop parent-child cultural and Expo tours, outdoor expansion and other new customers... These are the directions for the self-help transformation of the tourism industry and standing in the new wind. Enterprises in the tourism industry chain are also actively helping each other. Qunar travel.com launched a variety of activities such as traffic support and local vouchers this year to help hotels, B & B and other businesses better adapt to market changes and improve exposure and order volume. The data shows that since this year, various drainage projects of the hotel have helped the merchants participating in the activities to increase the comprehensive flow by 30% and the order volume by about 20%. Cloud tourism adds heat With the popularization and application of 5g, VR and other technologies, cloud tourism makes distant scenic spots leap on the mobile phone screen, and it is also like being on the scene thousands of miles away. It is not only widely welcomed by people, but also a realistic choice for the self-help of the tourism industry at present and a useful exploration for the upgrading of tourism services in the future. "Cloud tourism covers the sum total of online tourism experiences realized through intelligent means such as digitalization and virtualization. Specifically, its common forms include non cargo tourism live broadcast, tourism short video, tourism vlog, vr virtual tourism, etc." Said Deng Ning, vice president of the school of tourism science of Beijing Second International Studies University. According to the "May Day" travel report released by Tiktok life service and the massive engine City Research Institute, 250million people in total followed the tour guide to punch in the scenic spots during the "May Day" holiday this year; The "traveling Museum" series launched on the platform of flying pig travel.com has been watched live by more than 10million people since May. "Cloud tourism has realized continuous contact and interaction with tourists, and increased visibility and attention for the return of tourists after the epidemic." Cuiyupeng, deputy general manager of the holiday business department of Feizhu travel.com, said. Dunning said that consumers generate tourism impulse through cloud tourism, and then buy destination and travel agency products, book some expected products with high cost performance, such as hotels, airlines, etc., and can also buy peripheral products of tourism destinations. With cloud tourism, online traffic is turning into real sales. Chen Nan believes that in the context of the epidemic, the tourism industry should strengthen its viability and development resilience by means of digitalization. Tourist attractions can also display the culture, resources and products of destination scenic spots by means of cloud live broadcast and short video, and market destination products by means of live broadcast. In addition, the scenic spot can also actively use 5g, vr/ar, holographic projection and other technologies to promote the design of digital, immersive and interactive cultural tourism projects in the scenic spot, launch online scenic spot tourism projects and home VR tourism products, and promote the whole process of Intelligent Tourism Services in the scenic spot. (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：ECONOMIC DAILY
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