In 2020, the cultural and tourism industry will break through its predicament and welcome the recovery,
our reporter Zhang Xue
In the extremely extraordinary 2020, the cultural and tourism industries are hit by the new crown pneumonia epidemic. What is commendable is that after the epidemic prevention and control has become normalized, the industry has jointly promoted the resumption of work and production and continued to discover new opportunities and developments amidst difficulties and challenges. The Innovation Bureau has written a strong and colorful stroke in the process of helping economic and social development.
Looking back on the development of the cultural and tourism industry this year, perhaps these keywords can evoke our common memory.
No travel without reservation
In 2020, the most obvious change in the travel industry is the popularity of booking tours.
"No appointment, no travel" has become a basic requirement for the operation of tourist attractions, and it also allows tourists to develop new travel habits.
During the "May Day" holiday, more than 80% of 5A-level tourist attractions realized ticket reservations through official websites, official accounts, and third-party platforms.
According to a survey conducted by the China Tourism Research Institute, 82.8% of tourists experienced booking travel to varying degrees during the National Day and Mid-Autumn Festival.
In 2019, the “Opinions on Further Stimulating the Potential of Culture and Tourism Consumption” issued by the General Office of the State Council stated that “promote the ticket reservation system for scenic spots, reasonably determine and strictly implement the maximum number of tourists received on a day. By 2022, 5A level State-owned scenic spots fully implement the requirements of a ticket reservation system.
The emergence of the epidemic has accelerated the popularization of booking tours.
For tourists, booking a tour can avoid queuing to buy tickets, reduce waiting time, and at the same time avoid "getting together" to improve travel experience; for scenic spots, booking a tour is conducive to strengthening refined management and improving service levels, especially for For some historical and cultural scenic spots, booking a tour can effectively control the flow of people and reduce the excessive loss caused by too many people in the scenic spot.
Digital cultural industry rises against the trend
Affected by the epidemic, my country’s cultural consumption has shown some new characteristics. For example, more and more cultural products and resources such as performances, exhibitions, conventions and exhibitions are on the "cloud", consumers do not need to be restricted by time and space, and can be anytime and anywhere Enjoy the cultural feast...This benefits from the rapid development of my country's digital cultural industry.
On the one hand, the digital cultural industry is increasingly enriching people's spiritual life; on the other hand, it has achieved an upward trend during the epidemic and has become a new driving force for the high-quality development of the cultural industry.
Statistics show that in the first three quarters of this year, the new cultural industry related to the digitalization of the Internet achieved an operating income of 2.12 trillion yuan, a year-on-year increase of 21.9%.
At the same time, the digital cultural industry is creating more and more jobs.
In November of this year, the Ministry of Culture and Tourism issued the "Opinions on Promoting the High-Quality Development of the Digital Cultural Industry", a national-level macro and guiding policy document on the development of the digital cultural industry, and issued support to the society and industry for the digital cultural industry A clear signal of high-quality development, it puts forward specific requirements for consolidating the foundation for the development of the digital cultural industry, cultivating new types of digital cultural industry, and building a digital cultural industry ecology, which will further guide the development of the industry.
Help poverty alleviation and increase income
In June, with the support of the Ministry of Culture and Tourism, the Ministry of Commerce, and the Office of Poverty Alleviation of the State Council, several major e-commerce platforms jointly organized the "Intangible Heritage Shopping Festival". Intangible cultural heritage related enterprises and intangible cultural heritage poverty alleviation workshops carried out sales activities on various platforms , To further open up product sales and turn fingertip skills into fingertip economy.
Intangible cultural heritage is an important starting point for helping poverty alleviation. Mastering a craft often means that there is hope for poverty alleviation and income increase.
Since 2018, with the support of the Ministry of Culture and Tourism and the Poverty Alleviation Office of the State Council, many places have carried out "intangible cultural heritage + poverty alleviation" work. As of June this year, more than 2,000 intangible cultural heritage poverty alleviation employment workshops have been established in various regions, driving more than 2,200 intangible cultural heritage projects. It has trained nearly 180,000 people, brought nearly 500,000 people to work, and more than 200,000 poor households who have registered and registered to get out of poverty.
Rural tourism is an important carrier that drives farmers' income and realizes rural revitalization.
Affected by the epidemic, tourists are increasingly inclined to travel in a slow-paced, short-period, and short-distance way. Compared with traditional destinations with dense traffic such as cities and tourist attractions, rural tourism that is close to nature, convenient, and green and fashionable is increasingly popular .
Since the beginning of this year, the Ministry of Culture and Tourism and others have launched rural tourism boutique routes at an appropriate time to organically combine excellent traditional culture, rural features and modern tourism needs to promote the integrated development of rural primary, secondary and tertiary industries, thereby driving the steady increase in farmers’ income.
"Small but fine" welcome machine
In July, the "Notice on Promoting the Expansion and Resumption of Work and Resumption of Tourism Enterprises" was issued, clearly resuming the operation of cross-provincial (regional, municipal) team tours and "air ticket + hotel" services by travel agencies and online travel companies, injecting new hope into the tourism market.
Group travel still has a broad market today. However, due to the epidemic this year, consumers are paying more and more attention to the safety and privacy of travel, and with the improvement of consumers’ living standards, travel has become personalized and differentiated. Demand, the combination of the two makes the "small and sophisticated" new type of team tourism usher in new development opportunities.
Small-scale, mid-to-high-end group tours such as private groups and customized tours are emerging.
Ctrip.com.cn shows that the number of tourists who signed up for private groups during the National Day and Mid-Autumn Festival has increased by 100% over the same period last year. On average, there are only 3 to 5 people in a group, mainly families.
Customized tours are dominated by tourists, and personalized itinerary plans are customized according to their preferences and needs. After the resumption of inter-provincial group tours, customized tours have become the dark horse in the market.
Compared with the traditional "big and complete" group tour, the "small and fine" group tour has higher requirements for the depth and theme of the tour. Merchants need to spend more time to enrich the consumer's sense of experience and participation in A firm foothold in the fierce market competition.
Cultural tourism enhances the night economy
In 2020, nights everywhere will become lively, and cultural and tourism integration projects and products will fully bloom in the night, which not only enhances the night economy, but also illuminates people's lives.
The "2020 China Night Economic Development Report" released by the China Tourism Research Institute shows that urban nightlife experience has become the first choice for tourist destinations for night tours; performances, cultural venues, and cultural markets are considered the most attractive night cultural scenes; cultural and artistic venues , Cinemas/theaters, night markets/markets are considered to be the most attractive night-time consumption scenes.
The increase in the categories of night travel items, the increase in night leisure consumption places and the widespread use of digital technology are the main keywords perceived by tourists in 2020.
Trendy night markets, cultural and creative markets, and micro-performing arts are becoming important vital factors for the city's night economic development.
In the “Notice on the Pilot Demonstration of Culture and Tourism Consumption” jointly issued by the Ministry of Culture and Tourism, the National Development and Reform Commission, and the Ministry of Finance recently, it is clear that the key tasks of the pilot demonstration include the development of night culture and tourism economy, and guidance for qualified personnel. Night tour services are carried out in tourist attractions, museums and art galleries are encouraged to open late or optimize opening hours, enrich the night performance market, optimize night dining, shopping, and performing arts services in cultural and tourist places, and improve night transportation and other supporting services.
Let the scenery jump to the clouds
At the end of this year, Ding Zhen and his hometown, who became popular overnight, let people see the infinite possibilities of Internet marketing.
It just so happened that the State Council executive meeting held in November this year determined the measures to support the development of "Internet + tourism", encouraging scenic spots to increase online marketing efforts and supporting the construction of smart tourist scenic spots.
In recent years, high-tech represented by the Internet, big data, and artificial intelligence has increasingly integrated into the development of the tourism industry, resulting in many new formats and models. Because of the emergence of the epidemic, they have accelerated their way into people's ordinary lives.
For example, the "cloud tourism" spawned by live broadcasts allows travel destinations to move from offline to the cloud; another example is digital-driven smart tourism that greatly improves the travel experience of tourists and the management level of scenic spots.
Although "Internet + Tourism" has achieved a lot of achievements, it still faces some problems. In this regard, ten departments including the Ministry of Culture and Tourism jointly issued the "Opinions on Deepening "Internet + Tourism" to Promote the High-quality Development of Tourism", which is very important Eight key tasks, including building smart tourist attractions and improving tourism information infrastructure, put forward requirements and clarified the future development direction.
Our reporter Zhang Xue