The industry gradually picks up and the market potential is huge

　　New concept of tourism consumption recovery (new economic orientation, new industry and new format)

　　As the national epidemic prevention, control and blocking wars have achieved major strategic results, the economic and social order of operation has been speeded up, and the enthusiasm of the general public for tourism consumption has also been rising. During the "May Day" holiday, family travel, urban leisure and surrounding travel have become the choices of many consumers.

　　According to data released by the Ministry of Culture and Tourism on the 3rd, three days before the May Day holiday, the total number of domestic tourists received by the country was 84.997 million, and the domestic tourism income was about 35.06 billion yuan. What are the new characteristics of current tourism consumption? In order to promote the recovery of the tourism market in an orderly manner, what are the experiences and practices in various places? How to turn crises into opportunities to promote the upgrading of tourism consumption? The reporter conducted an interview.

New model

　　Online travel enthusiasm

　　Unlock emerging consumer potential

　　During the epidemic prevention and control period, offline cultural tourism activities were affected, but new online formats and new consumption continued to grow. According to statistics, museums around the world have launched more than 2,000 online exhibitions, with a total of more than 5 billion visitors during the Spring Festival; many 5A-level scenic spots have opened up online tour functions; a number of VR cultural tourism products are spread online, and the "cloud tourism" project One after another.

　　"The copper drum knocked, Lu Sheng sounded, and my heart was swaying, Guangxi was waiting for you." On March 26, the gesture dance "Waiting for You" appeared on major video websites, and netizens forwarded their likes. This year's "March 3", Guangxi meticulously designed "meeting to travel to Guangxi" online activities, and cultivated a new "cloud participation" tourism model such as gesture dance and cloud live broadcast.

　　"Welcome to the live broadcast room! Today we came to the Detian Waterfall Scenic Area in Chongzuo County, Guangxi. Please follow the camera and enjoy the beautiful scenery here." Anchor Lu Xiaoyan and tour guide Cheng Wenkai are walking on the scenic trail. In the picture, the thick camphor trees on both sides of the road stretch out the leaves of the dense dense turns, and the phoenix bamboo that rises from the ground goes straight up to the sky, and the sound of the water of the waterfall is coming. Gradually, the sound of the waterfall became louder and louder, like thunder. The camera suddenly turned, woo! So spectacular!

　　The interactive message at the bottom of the screen is constantly updated: "It's so beautiful", "The scenery here is so good", "I also want to see it" ... Cheng Wenkai added on the side: "Guangxi not only has beautiful scenery like Detian Waterfall, but also snail powder and Guilin rice powder Food like Chili Sauce, Tiantian, etc. Welcome everyone to eat food and enjoy the beautiful scenery in Guangxi! "Just one hour of the live broadcast attracted 64,000 people to watch online. Spectators rushed to place orders and purchase tickets. As of March 30, Detian Waterfall sold 2,955 tickets online.

　　"Online promotion has attracted me. The scenic area is beautiful, and there are strict measures for disinfection and temperature detection. Our family is having a good time here," said Lai Yawu, a tourist visiting the scenic area.

　　The relevant person in charge of the Guangxi Culture and Tourism Department introduced: "Guangxi attracts tourists to travel to Guangxi through tourism models such as 'cloud participation'. Taking cooperation with Alibaba as an example, it has organized 200 travel agencies, 500 A-level scenic spots and 600 accommodation, cultural, and entertainment companies above the quota (scale) are online for promotion, which is expected to drive consumption of more than 3 billion yuan. "

　　Today, the digital cultural tourism industry is increasingly being used as an important starting point for promoting 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 cultural tourism products, guide and cultivate new hotspots and new models such as online consumption, experience consumption, and intelligent consumption by developing immersive experience-based cultural tourism consumption, and accelerate the release of emerging consumer potential.

new fashion

　　Policies help the market recover

　　Safe and orderly offline tour

　　Recently, the Ministry of Culture and Tourism jointly issued a notice requesting that the number of tourists received in scenic spots should not exceed 30% of the approved maximum carrying capacity, establish and improve the reservation system, and strictly limit the number of on-site ticket collectors and ticket purchasers. According to these regulations, various regions have made corresponding adjustments, and on the premise of doing well in the prevention and control of epidemic situations in tourist attractions, in accordance with the principle of zoning and related requirements, limited opening and orderly opening. As of May 1, there were 8,498 A-level tourist attractions nationwide, accounting for about 70% of the total. With the gradual recovery of the offline tourism market, appointment visits, audio explanations, digital guides, etc. have gradually become new consumer trends.

　　Less than 7 a.m., the staff of Jincheng Huangcheng Xiangfu Scenic Spot in Shanxi has started to be busy. They have to sterilize the ticket gates, toilets and other public areas before the tourists arrive. "I am now making appointments to visit, make appointments in advance, and go to the wrong peak. I can receive up to 5,000 people a day." Wang Xiaohu is the general manager of the Huangcheng Prime Minister's Scenic Area. He resumed the opening of the scenic area, especially after the promotion of free admission tickets It is obvious that the tourism market is picking up bit by bit.

　　In order to boost tourism consumption in the province, Shanxi has launched a three-month "Shanxi People Traveling to Shanxi" tourism benefit activity since March 25, which will benefit tourists and activate the tourism market. As of April 15th, a total of 103 tourist scenic spots have reduced the entry ticket for tourists in the province. At present, 216 local A-level scenic spots have been opened.

　　"It's very comfortable to come out, there are mountains and water, and the flowers are all open." On March 28, Ms. Guan's family opened the "two-day free ticket" tour by appointment. In the evening, I visited the ancient city of Guoyu and stayed at the hotel for one night. "The antique is quite unique, just experience it."

　　Ms. Guan and her family stayed at this homestay. In the past, the guests were mainly from the provinces around Shanxi. "The preferential policies have brought us a lot of popularity. There are five or six scenic spots nearby. Many tourists in the surrounding cities will choose to stay overnight and then go. Now the occupancy rate can reach 40%." Yuan Jianfang, head of the homestay, said. Lu Weili, who also runs a bed and breakfast in the scenic area, has also increased her recent reservation orders: "On weekends, 7 rooms can be booked for 10 rooms per night."

　　According to the person in charge of the Shanxi Provincial Department of Culture and Tourism, prior to the Qingming Holiday, the province has travelled 6.9937 million people, with a total tourism consumption of 3.683 billion yuan. Although it has declined compared to last year, tourism demand is gradually recovering. It is worth mentioning that many scenic spots in the province, through the implementation of scheduled visits, on the basis of effective prevention and control of epidemic situations, ensure the safety of tourists to visit, improve the tourist experience, and increase the satisfaction of tourists.

　　Recently, third-party organizations such as Meituan Institute, Ctrip and other third-party organizations have published tourism consumption reports, which show that local and provincial tourism are very popular. Whether it is transportation, hotel reservations, scenic spot tickets, car rental or self-driving tours, etc., April showed a rising trend compared with March.

　　The number of people who searched and reserved "May 1" Beijing local group tours, free travel, car rental self-driving tours, and scenic spot tickets on the Ctrip platform reached its peak since April; the number of tourists who booked the "May 1" holiday trips has more than doubled than before . Despite the rapid increase in search volume and booking volume, it is more orderly to make appointments and exercise various management tasks.

new trend

　　The government helps enterprises to save themselves

　　The pace of quality improvement is accelerated

　　For a period of time, various localities and departments have issued a number of assistance measures for various types of tourism markets that have suffered from production and operation difficulties, helping them to resume work in an orderly manner. Some scenic spots have also taken the initiative to actively grasp new trends, take advantage of gaps, enrich characteristic cultural tourism products, and innovate cultural tourism promotion models.

　　"It feels good to be busy again!" The popularity of Jinxi Taoyun Scenic Area in Kaihua, Zhejiang gradually recovered, and the farmhouse owner Ye Xiaoping greeted tourists and was very busy. Huang Jie, a tourist who was eating, was very happy. "This is the first time to travel after the outbreak, and I have finally become addicted."

　　During the epidemic, Kaihua's tourism industry pressed the "pause button", and local policies such as "incentive product innovation, award marketing promotion" and "replenishment of tourism consumption and loan interest" were introduced at the local time, covering subjects such as scenic spots, hotels and travel agencies.

　　"The original price of seven dishes and one soup is 240 yuan, and it only costs 190 yuan when paying." Huang Jie called out "too cost-effective". Ye Xiaoping didn't make a small profit here. The county introduced a compensation of 3 million yuan, and consumer discounts will be returned to the merchants in real time in the form of cash equivalents. After reopening for nearly two months, the intimate policy gave Ye Xiaoping confidence: "The business will definitely get better in the future!"

　　In addition to government assistance, various scenic spots in Kaihua also use vacancies to improve quality and expand capacity. "Using this node, it is just a renovation and upgrading to meet tourists with better service." Qi Zhongen, deputy general manager of the Root Palace Buddha Kingdom Cultural Tourism Zone, said, "Not only the repair of some root carvings in the scenic area, but also the expansion of the parking lot and the addition of tour buses , Upgraded the maternal and child room, rest area, etc. to make the service in the scenic area more intelligent and humanized. "

　　Under the leadership of the government, the local cultural and tourism industry has formed industry associations and alliances to create integrated services such as "one-ticket pass" to stimulate consumption vitality through the integration of business formats. At present, 12 A-level scenic spots and more than 100 rural scenic spots in the county have been fully opened. "Sometimes ago, the spring tourism special train entered Kaihua. We believe that the tourism industry will usher in spring." Kaihua County Culture and Tourism Bureau Secretary Jin Shuming was looking forward to it.

　　It is understood that the current financial, financial, taxation, social security and other policies have benefited cultural and tourism enterprises. The Ministry of Culture and Tourism has set up a column on the official website to respond to the epidemic to support corporate development policies and measures, and through the establishment of online courses such as the cultural tourism industry cloud lecture hall, guide all parties to grasp the new trend of tourism consumption and accelerate the promotion and upgrading of tourism consumption. In the next step, it will also guide relevant parties to seize the opportunities for the development of the digital economy, strengthen the construction of new infrastructure, promote the in-depth integration of cultural tourism and the digital economy, promote the digitalization, networking and intelligent development of the cultural and tourism industry, and continuously integrate into the digital economy development pattern .

　　Our reporter Wang Ke Zhang Yunhe Fu Mingli Dou Hanyang