Focus on the recovery of the "May Day" tourism market-
The orderly opening of scenic spots is gaining popularity
Economic Daily · China Economic Net reporter Zeng Shiyang
In the "May Day" holiday just passed, under the "offensive" of various preferential activities, people's enthusiasm for tourism has increased, and peripheral tours, self-driving tours, ecological tours, and rural tours have become hot spots for consumption. As the tourism market recovers, the risk of epidemic transmission also rises. To this end, on the premise of doing well in the prevention and control of epidemic situation, the tourist attractions around the country, in accordance with the principle of zoning and grading, should achieve limited opening and orderly opening to ensure that the traveling people have fun and have more peace of mind--
The "May Day" holiday just passed is the first small holiday after China enters the stage of normalized epidemic prevention and control. Compared with the past, what are the new features of this year's "May Day" holiday tourism market? How can scenic spots in various regions be opened in an orderly manner under the premise of epidemic prevention and control? During the epidemic, how can tourism companies break through? The reporter made an interview on this.
Market vitality is emerging
"After the outbreak, the children did not go out very much, taking advantage of the" May Day "holiday, take her to the suburbs to breathe the fresh air." Mr. Li, a Beijing citizen said. On the first day of the holiday, Mr. Li and his family came to the Purple Valley Eden Scenic Spot in Beijing for a picnic. The lawn in the scenic area is covered with colorful tents, and the children are very lively.
On the same day, nearly 100 days after the museum was closed, the Palace Museum was reopened. The Palace Museum implements appointments, peak shifts, and current-limit visits, and the daily current limit is reduced from 80,000 to 5,000. The data shows that not only all the tickets for the "May Day" holiday are sold out, but also the tickets for the first rest day after the holiday, May 10, have been sold out.
According to incomplete statistics, on May 1, a total of 124 grade scenic spots were opened in Beijing, and 331 country houses resumed business. At the same time, the Beijing Municipal Bureau of Culture and Tourism has launched 10 "Roaming Beijing" boutique routes such as Yudao strolling, ancient Jianfangfang and Huangcheng Yayun to guide the public to "walk around Beijing and visit Beijing suburbs" in a safe and orderly manner.
From a national perspective, under the premise of doing well in the prevention and control of epidemic situation, the cultural and tourism systems in various regions are promoting the orderly resumption of production and production in the industry. On May 1, there were 8,498 A-level tourist attractions nationwide, accounting for about 70% of the total. In some areas, various preferential policies have been introduced, such as free admission tickets, accommodation discounts, and consumption coupons.
Taking Hainan as an example, Sanya Wuzhizhou Island Tourism Zone launched the "May Day Energy Holiday Package" which was booked in advance to deliver scenic tickets and diving training verification; Yanoda Rainforest Cultural Tourism Zone released "0 yuan labor model benefit" "National Medical Service" Welfare for workers free of charge; and other benefits; Haikou City launched six major preferential activities with the theme of "Sea Breeze in May", including the issuance of 30 million yuan of rural tourism consumption vouchers, and the opening of Hainan tax-free preferential month.
Under the "offensive" of various preferential activities, people's enthusiasm for tourism has risen. Huanghe Tower, West Lake, Gulangyu and other scenic spots have been favored by tourists. Surrounding tours, self-driving tours, ecological tours, and rural tours have become hot spots for consumption. According to data from the Ministry of Culture and Tourism, from May 1 to 5, the country received a total of 115 million domestic tourists and realized domestic tourism revenue of 47.56 billion yuan. The vitality of the tourism market has initially appeared.
Outbreak prevention and control first
As the tourism market recovers, the risk of epidemic transmission also rises. "Mobility is the nature of the tourism industry. The free flow of tourists brings unrestricted communication. The density of people in popular attractions tends to be dense at certain times, which further exacerbates the risk of epidemic transmission." Said Wu Bihu, a professor at the School of Urban and Environmental Sciences at Peking University.
Prior to this, the Ministry of Culture and Tourism and the National Health and Health Commission jointly issued a notice stressing that, under the premise of doing well in the prevention and control of epidemics, tourist attractions in various places should be open in a limited and orderly manner in accordance with the principle of zoning and classification. During the "May Day" holiday, how do tourist attractions around the world do it?
On May 3, at the entrance of the Beijing Summer Palace scenic spot, the number of people in the park was updated in real time on the display. "We reserved tickets on the WeChat public account in advance, and the on-site tickets were all cancelled." Tourist Ms. Wang said while moving forward with the team. After identity verification and body temperature measurement, Ms. Wang entered the park smoothly.
In response to the sudden increase in tourists during the holidays, the Summer Palace implemented time-sharing admission measures, implemented early warning management based on the scale of passenger flow, and set up a single-line tour route to prevent tourists from convection. Every few meters in the park, there is a guide who holds a signboard to guide tourists to follow the prescribed route to ensure that tourists do not gather, get together, and visit in an orderly manner.
Similar epidemic prevention and control measures have also appeared in scenic areas such as Hangzhou Qiandao Lake, Chengdu Kuanzhai Alley, Qin Shihuang Terracotta Army Museum. All localities strictly implement the requirement that the reception capacity does not exceed 30% of the approved maximum carrying capacity.
Taking the Taishan Scenic Area as an example, due to local congestion, the scenic spot issued three notices to control passenger flow. At 22:06 on May 1, Taishan Scenic Area issued a notice saying that as of 22:05 that day, the number of tourists in Taishan Scenic Area reached 25% of the maximum carrying capacity, and ticket sales have been suspended. At 23:25, a further notice was issued saying that the time-sharing appointment system will be implemented from May 2nd. At 23:30, another announcement was issued, deciding to implement zoned time-sharing measures after sunrise.
The prevention and control measures of near-end dredging and far-end current limiting are obvious. According to the Ministry of Culture and Tourism, scenic spots across the country have basically achieved limited, staggered, safe, and orderly opening. However, the reservation and current limit policies frustrate some tourists who fail to buy tickets. Wu Bihu said that the current domestic epidemic situation is not over yet, and the pressure of overseas imports is still increasing. The tourist attractions should always tighten the prevention and control string, and develop strict and practical implementation plans according to local conditions.
"Overall control of the limited amount is the fundamental prerequisite for the prevention and control of the epidemic situation and the safe and orderly opening of the scenic spot." Xi Jianchao, a researcher at the Institute of Geographical Sciences and Natural Resources Research of the Chinese Academy of Sciences, believes that the nature of the resumption of production at the current stage belongs to "bottom line management" and should ensure the life of tourists. Safety is the first priority of management, "strive to ensure that tourists can enter in an orderly manner and can be dispersed immediately."
"Yunyou" is popular
Out of concern for the epidemic, there are also a few people who choose to "home" to spend "May Day" at home. The VR products, travel live broadcasts, online sightseeing and other services provided by major platforms make "out of the house to see the world" become In reality, online "Yunyou" is popular.
From May 1st to 5th, Douyin launched the "Cloud Tourism Bureau" live broadcast event, including "Incredible Adventure", "Traveling Through Beautiful China", "City On The Tongue", etc., allowing viewers to follow the camera into Dali, Yunnan, Xinjiang Scenic spots such as Kanas, Putuo Mountain, Mount Everest, etc.
Prior to this, in order to alleviate the impact of the epidemic, many scenic spots had opened the "cloud travel" mode to meet the public's needs during the "epidemic".
Ctrip launched the "Scenic Cloud Tourism" activity, which has joined eight suppliers to freely open nearly 7000 kinds of audio guide products in more than 3000 scenic spots; Dunhuang Research Institute and Tencent jointly launched the WeChat applet "Cloud Tour Dunhuang", users can move their fingers Explore the panoramic digital cave in 360 degrees; Ma Honeycomb Tour and Kuaishou short video jointly launched the "Cloud Tour Global Museum" series, which leads the audience to visit famous museums and art galleries online in the form of live broadcast ...
From voice, graphics and text to VR to live broadcast, the expression of "Yunyou" emerges endlessly, bringing a brand new audiovisual experience to the public. Zhan Dongmei, a research expert on scenic spots at the China Tourism Research Institute, said that "Yunyou" has grasped the market demand during the epidemic period. The rapid development of the Internet has provided more mature technical support for the development of cloud services for scenic spots, pushing "Yunyou" from concept to reality.
"'Yunyou' has irreplaceable value. For example, saving time and economic costs, breaking through the limitations of objective factors such as weather, traffic, and passenger flow, so that tourists can have poetry and distance without leaving the house." Zhan Dongmei said, " "Yunyou" is not only necessary for "epidemic". After the epidemic, people can also choose and understand the destination in advance through "Yunyou" before going offline to make a strategy, so as to obtain a better tour experience.
At present, more and more scenic spots are joining the ranks of "Yunyou". Gao Zheng, director of the Industrial Development Department of the Ministry of Culture and Tourism, said that the digital cultural and tourism industry has sprung up and bucked the trend, becoming a new hotspot and trend. Next, the Ministry of Culture and Tourism will accelerate the development of the digital culture and tourism industry, promote the in-depth integration of cultural tourism and the digital economy, and promote the upgrading and upgrading of tourism consumption.