Source: Ministry of Culture and Tourism Cartography: Zhu Yu (Xinhua News Agency)
With the great strategic achievements in the national epidemic prevention and control war, the economic and social operation order has been accelerated, and the enthusiasm of the masses for tourism consumption is also rising. During the May Day holiday, family travel, urban leisure and Zhou Bianyou became the choices of many consumers.
According to the data released by the Ministry of Culture and Tourism on the 3rd, in the first three days of the May Day holiday, the total number of domestic tourists was 84.997 million, and the domestic tourism income was about 35.06 billion yuan. What are the new features of current tourism consumption? In the process of promoting the recovery of the tourism market in an orderly manner, what are the experiences and practices in various places? How to turn crisis into opportunity and promote the upgrading of tourism consumption? The reporter conducted an interview.
new pattern
Online travel enthusiasm is high.
Release the emerging consumption potential
During the epidemic prevention and control period, offline cultural tourism activities were affected, but online new formats and new consumption continued to grow. According to statistics, museums around the country have launched more than 2,000 online exhibitions, with a total number of visitors exceeding 5 billion during the Spring Festival. Many 5A-level scenic spots have opened up the online tour function; A number of VR cultural tourism products have spread on the Internet, and "cloud tourism" projects have also been launched.
"When the bronze drum hits, the reeds ring, and the heart swings, Guangxi is waiting for you." On March 26, the gesture dance "Waiting for You" appeared on major video websites, and netizens forwarded it like it. This year’s "March 3rd", Guangxi carefully designed the online activity of "Meet and Visit Guangxi", and cultivated new "cloud participation" tourism modes such as gesture dance and cloud live broadcast.
"Welcome to the live room! Today, we came to Detian Waterfall Scenic Area in Chongzuo County, Guangxi. Please follow the camera and enjoy the beautiful scenery here. " The anchor Lu Xiaoyan and the tour guide Cheng Wenkai are walking on the trail of the scenic spot. In the picture, the thick camphor trees on both sides of the road stretch out dense leaves, and the phoenix bamboo rises straight into the sky, and the faint sound of the waterfall is coming. Gradually, the waterfall sounds louder and louder, like thunder. The camera suddenly turned, ho! How spectacular!
Interactive messages at the bottom of the screen are constantly updated: "It’s beautiful", "The landscape here is really good" and "I want to see it" … … Cheng Wenkai added: "Guangxi not only has beautiful scenery like Detian Waterfall, but also delicious food such as snail powder, Guilin rice noodles and Tian’s Chili sauce. Welcome everyone to come to Guangxi to eat delicious food and enjoy the beautiful scenery! " The one-hour live broadcast attracted 64,000 people to watch online. The audience rushed to grab orders and buy tickets. By March 30th, 2955 tickets had been sold on Detian Waterfall.
"Online promotion attracted me. The scenic spots are beautiful, and there are strict disinfection and temperature detection measures. Our family is very comfortable here. " Lai Yawu, a tourist who is visiting the scenic spot, said.
The relevant person in charge of the Guangxi Department of Culture and Tourism introduced: "Guangxi passed ‘ Cloud participation ’ And other tourism modes to attract tourists to visit Guangxi. Taking the cooperation with Alibaba as an example, 200 travel agencies, 500 A-level scenic spots and 600 accommodation, cultural and entertainment enterprises above designated size have been organized for online promotion, which is expected to drive consumption of more than 3 billion yuan. "
Nowadays, the digital travel industry is increasingly regarded as an important starting point to promote the high-quality development of the industry. It is understood that the Ministry of Culture and Tourism will further expand the supply of high-quality digital travel products, guide and cultivate new hot spots and new models such as online consumption, experiential consumption and intelligent consumption by developing immersive experience travel consumption, and accelerate the release of emerging consumption potential.
New fashion
Policies help market recovery.
The offline tour is safe and orderly.
Recently, the Ministry of Culture and Tourism, together with the Health and Health Commission, issued a notice requesting that the number of tourists received in the scenic spot should not exceed 30% of the approved maximum carrying capacity, establish and improve the reservation system, and strictly limit the number of tourists who receive tickets and purchase tickets on site. According to these regulations, all localities have made corresponding adjustments, and under the premise of doing a good job in epidemic prevention and control in tourist attractions, in accordance with the principle of zoning and grading and relevant requirements, limited and orderly opening. As of May 1st, there were 8,498 A-level tourist attractions in China, accounting for 70% of the total. With the gradual recovery of the offline tourism market, making an appointment to visit, voice explanation and digital tour have gradually become new consumption trends.
Less than 7: 00 in the morning, the staff of Xiangfu Scenic Area in Jincheng, Shanxi Province have begun to get busy. They have to conduct a comprehensive disinfection of public areas such as ticket gates and toilets before the arrival of tourists. "Now make an appointment to visit, make an appointment in advance, and visit the wrong peak, and receive up to 5,000 people every day." Wang Xiaohu is the general manager of the Xiangfu Scenic Area in the Imperial City. After the scenic area was reopened, especially after the preferential activities of exempting the first entrance tickets were launched, he obviously felt that the tourism market was picking up bit by bit.
In order to stimulate tourism consumption in the province, Shanxi has launched a three-month "Shanxi People Traveling to Shanxi" activity since March 25, which benefits tourists with real money and activates the tourism market. As of April 15th, a total of 103 scenic spots have reduced or exempted the first ticket for tourists in the province. At present, 215 of the 216 local A-level scenic spots have been opened.
"It’s very pleasant to come out and breathe, with mountains and water and flowers in full bloom." On March 28th, Ms. Guan’s family started a "two-day free tour" by making an appointment to visit. During the day, they visited the Imperial Palace, visited Guoyu Ancient City at night, and stayed at the hotel for one night. "The antique is quite distinctive, just to experience it."
In this homestay where Ms. Guan and her family stayed, the former guests mainly came from the surrounding provinces of Shanxi. "Preferential policies have brought us a lot of popularity. There are five or six scenic spots nearby, and many tourists from surrounding cities will choose to stay for one night before leaving. Now the occupancy rate can reach 40%." Yuan Jianfang, the person in charge of the hotel, said. Wei Lu Li, who also runs a B&B in the scenic spot, has recently made more reservation orders: "On weekends, 7 rooms can be booked for 10 rooms every night."
According to the relevant person in charge of the Shanxi Provincial Department of Culture and Tourism, during the previous Qingming holiday, the province made a total of 6,993,700 trips, and the comprehensive tourism consumption was 3.683 billion yuan. Although it is lower than last year, the demand for tourism is gradually recovering. It is worth mentioning that many scenic spots in the province have ensured the safety of tourists’ visits, improved the tourist experience and improved the satisfaction of tourists on the basis of effective prevention and control of the epidemic.
Recently, third-party organizations such as Meituan Research Institute and Ctrip released tourism consumption reports, showing that local tours and provincial tours are favored. Whether it is transportation, hotel reservation, scenic spot tickets, car rental and self-driving or Zhou Bianyou, April shows an upward trend compared with March.
The number of people who searched and booked tickets for the May 1 local group tour, free travel, car rental in go on road trip and scenic spots on Ctrip platform reached the peak since April; The number of tourists booked for the May Day holiday has more than doubled. Although the search volume and booking volume have increased rapidly, the management work of booking out is more orderly.
New trend
The government helps enterprises save themselves.
The pace of upgrading and upgrading has accelerated.
For some time, various localities and departments have issued a number of assistance measures to help all kinds of tourism market players who are trapped in production and operation to help them return to work in an orderly manner. Some scenic spots also take the initiative, actively grasp the new trend, use the gap, enrich the characteristic cultural tourism products, and innovate the cultural tourism promotion model.
"It feels good to be busy again!" The popularity of Jinxi Taoyun Scenic Spot, located in Kaihua, Zhejiang Province, has gradually recovered. Ye Xiaoping, the owner of farmhouse music, greets tourists and is very busy. Huang Jie, a tourist who is dining, is very happy. "This is the first time to travel after the epidemic, and I finally got addicted."
During the epidemic, Kaihua tourism industry pressed the "pause button", and the local government immediately issued policies such as "product innovation, marketing promotion" and "supplementary tourism consumption and loan interest", covering scenic spots, hotels, travel agencies and other subjects.
"The original price of seven dishes and one soup is 240 yuan, and you only need 190 yuan when you pay." Huang Jie called "too cost-effective". Ye Xiaoping didn’t earn a penny less here. The county launched a consumption compensation of 3 million yuan, and the customer’s consumption discount will be returned to the merchants in real time in the form of equal cash. Reopening after being closed for nearly 2 months, the intimate policy gave Ye Xiaoping confidence: "Business will definitely get better in the future!"
In addition to government assistance, civilized scenic spots also use gaps to improve quality and expand capacity. "Using this node, it is just to carry out repairs and upgrades to meet tourists with better service." Qi Zhongen, deputy general manager of Gengong Buddhist Culture and Tourism Zone, said, "Not only did some root carving works in the scenic spot be repaired, but also the parking lot was expanded, tour buses were added, and the maternal and child room and rest room were upgraded to make the service in the scenic spot more intelligent and humanized."
Under the leadership of the government, the local cultural tourism industry has formed an industry association alliance to create integrated services such as "one-vote pass" and stimulate consumption vitality through business integration. At present, 12 A-level scenic spots and more than 100 rural scenic spots in the county area have been fully opened. "Some time ago, the spring tourism train entered Kaihua, and we believe that tourism will also usher in spring." Jin Shuming, director of the Wenguang Tourism and Sports Bureau of Kaihua County, is full of expectations.
It is understood that the current fiscal, financial, taxation, social security and other policies have benefited cultural tourism enterprises. The Ministry of Culture and Tourism has set up a column on policies and measures to respond to the epidemic and support the development of enterprises in official website, and set up online courses such as cloud lecture hall for cultural tourism industry to guide all parties to grasp the new trend of tourism consumption and accelerate the upgrading of tourism consumption. In the next step, we will also guide relevant parties to seize the development opportunity of digital economy, strengthen the construction of new infrastructure, promote the deep integration of cultural tourism and digital economy, promote the digital, networked and intelligent development of cultural tourism industry, and continuously integrate into the development pattern of digital economy.
