"The South of Colorful Clouds" Reshape the New Tourism Ecology
——A Survey of Yunnan's Tourism Industry
Our reporter Zhou Bin and Cao Song
The latest data shows that the Qingming holiday is expected to usher in the first small peak of inter-provincial travel this year.
Among them, Lijiang in Yunnan ranks among the top three popular destinations for cross-provincial travel.
The new crown pneumonia epidemic has had a huge impact on the tourism industry, and Yunnan's tourism industry is also adapting to the various changes caused by its own tourism revolution.
Yunnan, which is blessed with rich tourism resources, was severely damaged by the extensive development model in previous years.
Since 2017, a tourism revolution based on the rectification of chaos has been launched in Yunnan, promoting the transformation and upgrading of Yunnan's tourism and cultural industry.
Has this self-revolution withstood the test of the market?
How effective is it?
Yunnan's tourism resources are "extraordinarily gifted". After years of development, tourism has become an important pillar industry in Yunnan.
But once, the extensive traditional development model severely damaged Yunnan's tourism ecology.
"In recent years, in order to protect the'golden signs' of tourism in Yunnan, we have tried first and have done a lot of exploration." said Sun Jiong, deputy director of the Yunnan Provincial Department of Culture and Tourism.
Since 2017, the tourism revolution based on the rectification of chaos implemented by Yunnan Province has become an important event to promote the transformation and upgrading of Yunnan's tourism and cultural industry.
In the past two years, the continuous deepening of the tourism revolution has brought continuous impact on the industry, and has also encountered the impact of the new crown pneumonia epidemic. The "South of Colorful Clouds" has not gone smoothly on the road to reshape the new tourism ecology. What is the effect?
A few days ago, reporters from the Economic Daily went to Kunming, Dali, Lijiang and other important tourist cities to explore the impact and changes this "storm" has brought to Yunnan's tourism industry.
Chaos
Tourism reputation dropped sharply
Walking into Yunnan, Kunming is like spring all year round, Dali is full of wind and snow, Lijiang is reflected in the ancient city of snow-capped mountains, and Shangri-La is ancient and quiet...Everywhere has a different scenery.
However, in the past 10 years, in addition to the beautiful scenery, there has been a series of negative news about tourism that has made Yunnan famous.
On February 23, 2017, “Deputy Governor of Yunnan Province's WeChat Visit and Forced Consumption by Shopping Stores” made the headlines of major websites.
Prior to this, incidents of forced consumption by Yunnan tour guides exposed by the media were endless.
From 2014 to 2016, Yunnan's tourism complaint rate ranked first in the country for three consecutive years.
Why does chaos happen frequently?
Yang Mingjun, secretary of the Party Leadership Group of the Kunming Municipal Bureau of Culture and Tourism, who has been working in the tourism system for a long time, pointed to the "low-price tour" sharply.
"For decades, the traditional tourism model centered on tourism shopping has severely damaged our tourism ecology."
Under this model, "buy, not buy" seems to be the freedom of tourists, but it is directly related to the vital interests of practitioners. The constant outbreak of friction between tourists and tour guides has become the focus of public opinion under the "magnifying glass" of the Internet, which has also led to tourism in Yunnan. Word of mouth dropped sharply.
The chaos has not yet ended, and Yunnan tourism has been caught off guard in the era of free travel spawned by the Internet and private cars.
Statistics show that in 2015, self-guided tourists accounted for 70% of the total number of tourists in Yunnan, and group tours have fallen below 30%.
"Team travel and free travel are ebb and flow, but in the face of the rapidly emerging tourist crowd, Yunnan has not yet fully constructed a corresponding tourism system." Sun Jiong said.
Yang Mingjun feels deeply about this: "Our tourism products are aging and single. We are a spring city, but we do not have summer and cold shelter products; we are a historical and cultural city, but history lies in a museum and does not speak. The market and consumer demand are all there. Change, if we stay the same, we will be eliminated."
Word-of-mouth affects reputation, and group tours are gradually being replaced by leisure vacation tours. The smooth winds of Yunnan’s tourism industry began to encounter unprecedented difficulties.
Reshape
Build an honest market environment
At the beginning of this year, the reporter walked into the tourist center of Lijiang Old Town Scenic Area. At the first window of the lobby, a striking "return" word reminded tourists that this is the service point of the Yunnan Tourist Return Center in Lijiang Old Town.
"My biggest return here was on August 13, 2020. The tourist bought a jade pendant for 10,800 yuan. After a few days, it felt that the purchase was expensive. After checking, we helped him return the goods. "Fu Xiaodong, the Comprehensive Administrative Law Enforcement Bureau of the Lijiang Ancient City Scenic Area Administration Bureau, accurately recorded this return in the file.
Starting from May 1, 2019, Yunnan Province has fully implemented the “30-day return without reason” system for tourists shopping, dropping a blockbuster on forced shopping and fraudulent tourists.
Prior to this, in order to rectify the problem of the tourism market, on April 15, 2017, the Yunnan Provincial People’s Government issued the “Measures for the Order Rectification of Yunnan’s Tourism Market”, which introduced seven aspects such as tourism shopping management and regulating travel agency operations. It is the 22 most stringent measures in history, and strives to cut the gray interest chain with the most thorough measures to solve the problems of the "low-price travel" business model.
"These policies were introduced at that time, which can be said to have broken their arms. With the rise of tourism in neighboring provinces, everyone was worried that such heavy-handed rectification might not even have low-priced groups." Lijiang City Culture and Tourism Bureau Director Zhang Jianhua recalled.
Under pressure, Yunnan's determination and courage to promote the province's tourism reform have not wavered and diminished.
They know that rectification of chaos is only a "cold medicine". The fundamental purpose is to force businesses and the market to build an "immune system" based on a credit system, so that the "virus" in the tourism industry has nowhere to hide. Eventually a healthy and orderly tourism market environment will be formed.
Statistics show that the number of tourist complaints in Yunnan has dropped from 6th in 2017 to 21st in 2018 and 25th in 2019.
One of the achievements of the Yunnan tourism revolution is a system consisting of 123 tourist shopping return supervision centers and 130 return service points throughout the province's tourist attractions, stations and airports-this is the new symbol of integrity in Yunnan and the new brand of Yunnan tourism.
The data shows that the satisfaction rate of tourists in Yunnan “30 days without reason to return goods” reached 99.9%.
Facts have proved that after the overall improvement in the quality of tourism services, the number of tourists in Yunnan has not declined, and tourism revenue has increased.
Zhang Yu, a Lijiang tour guide who won the "National May 1st Labor Medal" for 15 years in the industry, experienced the changes before and after this reform. "The whole market is becoming more and more standardized, and the friends around me are also transforming. Everyone has passed the high-quality Service to earn respect".
Experience
Digitalization enhances travel services
In 2020, the smart tourism project "Traveling Yunnan with a mobile phone" is listed as a typical case of cultural and tourism information development and will be promoted nationwide.
This is a major achievement in the "trilogy" of the tourism revolution implemented by Yunnan Province, which takes intelligence as an important starting point to accelerate the transformation and upgrading of tourism.
On October 1, 2018, the global tourism smart platform "Travel Yunnan with a mobile phone" ("You Yunnan") jointly created by the People's Government of Yunnan Province and Tencent Corporation was officially launched, fully covering tourists before and during their travels in Yunnan , After the tour, various needs, the slogan "Yunnan has only one scenic spot, this scenic spot is Yunnan" implemented on a mobile phone.
Why did you choose such a track layout, in the words of Sun Jiong, "In the Internet age, as long as you can go online, you can take a trip that just walks away. This is already a major tourism trend."
In the scenic area of Pudacuo National Park in Diqing Shangri-La, Yang Yang, who is responsible for the construction of network technology, demonstrated the power of this APP: Before departure, visitors can open the "tour Yunnan" to see the real-time scenery of the scenic spot and learn about the guided tour; if you choose When you go to the scenic spot, you can realize face recognition after making an online appointment. You can quickly enter the park by swiping your ID card and scanning the code; when looking for a toilet or parking space, you can learn about the remaining vacancies nearby in real time through the mobile phone platform; You can use the platform AI to view the scene and the voice commentary function to "knowledge"...
In fact, the launch of the "Yunnan" APP not only provides tourists with a smart service platform, helping them "one machine in hand, worry-free throughout", but also provides a regulatory service platform for the government to realize "government services everywhere." .
Open the "Travel Yunnan" APP, and the complaint module is set on the homepage.
Tourists who have any difficulties can use this application to directly reach the cultural and tourism departments of 16 prefectures in Yunnan.
"This is a return visit made a few days ago. This lady reported that she had prepaid one month's rent in a homestay, but the boss was unwilling to refund the money when she left early. After the staff handled it, she was very satisfied. We monitored the entire disposal process. "At the Lijiang Old Town Integrated Management Command Center, Zhang Yebing, director of the Integrated Command Office of the Lijiang Old Town Protection Administration Bureau, introduced, “First of all, we must ensure that tourists can enjoy themselves well and that we must deal with problems in time.”
At present, the 24-hour settlement rate of complaints on "Travel in Yunnan" is 99.9%, with an average settlement time of 3 hours and 53 minutes, making it the fastest platform for handling tourist complaints across the country.
Kunming, Lijiang, Dali and Xishuangbanna prefectures can finish in 2 hours at the earliest.
Fusion
Break the pattern of bad money driving out good money
Rectifying the market order and eliminating tourism chaos has paved the way for deepening reforms. How to launch new products that meet the consumption characteristics of the emerging population has become another key to Yunnan's promotion of tourism revolution.
During the Spring Festival holiday this year, in the ancient town of Xizhou by the Erhai Lake in Dali, some young tourists with enough views will walk into the Xizhou living room to find the birthplace of a two-dimensional story.
Yang Donger, a 25-year-old girl from the Bai ethnic group, set up a "premature animation" team here. The comic "Cangshan Booklet" created with the natural and ethnic cultural elements of Dali Prefecture has been read more than 10 million times on the entire network.
"The elf'Yuan Yuan' based on the Cangshan red panda, the Bai girl'Xue Ling' based on Cangshan Snow... These characters are inspired by Dali culture or local intangible cultural heritage." Yang Donger said.
At the foot of the Yulong Snow Mountain in Lijiang, the live performance of "Impression of Lijiang" attracts many tourists from home and abroad every day.
In more than 10 years, it has staged more than 10,000 games, and it lasts for a long time.
"Impression of Lijiang" is based on the strange mountains and different waters, showing the ancient Dongba culture, the long history of the ancient tea-horse road and the folk customs of the Naxi people, and has become a beautiful cultural business card for Lijiang tourism.
In Kunming, many tourists will visit the Yunnan Army Jiangwutang History Museum because of a "Jianwutang Ice Cream".
In 2019, Yunnan Jiangwu Culture and Technology Co., Ltd. cooperated with the museum to develop 11 categories of creative cultures, including color series and silhouette series, based on the concept of "lifestyle" of cultural and creative products and "liveness" of cultural history. Create products.
Fang Qinglan, deputy general manager of Yunnan Jiangwu Cultural Technology Co., Ltd., said, “History must be revitalized. Through the development of cultural and creative products, event marketing and other popular methods, tourists will be more receptive, and the history of Yunnan will be better and faster. And the spread of culture."
"Life and consumption methods have changed, and tourists' mentality and knowledge are different from the past." Yang Mingjun believes that to meet the needs of 70% of emerging tourists, it is necessary to continuously innovate tourism formats and create distinctive and differentiated products.
"We are not without culture. The key is to dig deeper, integrate and develop, compress the content of serious homogeneity, and change the pattern of bad money expelling good money."
Shuffle
Restructuring a new system of cultural tourism industry
"We saw the Erhai Lake 3 times in Dali, 4 times in a daze in the Old Town of Lijiang, and 5 times in Xishuangbanna. Can you give me a reason to come to Yunnan again?" This kind of tourist asked like a joke, actually it was a trip to Yunnan. A torture in 40 years of development.
In Sun Jiong's view, although the tourism revolution has achieved results, in the face of the new round of reshuffle that the national tourism industry is undergoing, is there a new supply of tourism products to attract tourists?
This is a problem that must be faced directly in the transformation and upgrading of Yunnan tourism.
In April 2019, Yunnan Province formally put forward the idea of creating a tourism loop in the western part of Yunnan.
The implementation of this concept in the past two years is an important support for Yunnan to solve new issues.
According to data, the Great Dianxi Tourist Circle originally involved Deqin, Shangri-La, Lijiang, Dali and other places about 1,600 kilometers.
After that, 1,600 kilometers of southwest loop lines involving Kunming, Yuxi, Honghe, Pu'er, Xishuangbanna, Lincang, and Chuxiong were added to the original basis, forming a "8-shaped" large loop.
On this route, unique tourism resources such as the rich plateau canyons, snow-capped meadows, rivers and lakes, volcanoes and hot seas, and the charm of ancient cities in western Yunnan are connected with 1,079 tourism resources with high development value to form the world Unique tourist golden route.
Yunnan Province regards the construction of the Great Dianxi Tourism Ring as a lever to promote tourism upgrading. Among them, opening up the traffic bottleneck is the basic project, and accelerating the construction of the Banshan Hotel project is the biggest highlight.
The Songzan Linka Hotel in Shangri-La City, Diqing Tibetan Autonomous Prefecture, is located on a hillside. Several Tibetan houses are built randomly, paved with slates and stone walls. The Songzanlin Temple stands under the blue sky not far away, which makes people feel the whole building. It is deeply connected with the environment and the earth.
According to Zhishi Qilin, CEO of Songtsam Resort Hotel Group, Songtsam Group has always been characterized by Tibetan culture and built in accordance with the hotel operation model of "landscape + boutique mountain residence + local culture + local residents and employees + tourist experience" Travel destination.
"On the one hand, the hotel itself is integrated with the natural environment, just like growing from the ground; on the other hand, it fully explores the local cultural and tourism resources, and extends the hotel from a single accommodation function to change. Into a travel destination."
In fact, there is no uniform standard for how to build and operate Mid-Levels Hotel.
However, Yunnan Province has strict requirements in terms of positioning and style: to show "low-key luxury."
At the foot of Cangshan Mountain in Dali, Beijinger Bai Haifeng transformed an abandoned Bai nationality old house into a boutique hotel and is currently actively applying for it.
He believes that the Mid-Levels Hotel is not only a need for accommodation, but also a sentimental station for travelers, "to feel the local nature and culture and live in, learn to slow down and enjoy life".
Since March last year, various parts of Yunnan have actively explored and promoted the construction of Mid-Levels hotels.
According to the plan, by the end of this year, Yunnan Province will build and operate more than 50 Banshan hotels; by 2025, more than 150 hotels will be built.
"Around the 3200-kilometer big ring road, we hope that through the government's 25 billion yuan of public tourism service facilities, more than 140 billion yuan of social capital investment will be stimulated, and finally a building that includes mid-levels hotels, tourist towns, tourist service centers, and off-site car rental services The comprehensive service system of tourism and cultural industry, including tourism sites, tourism emergency medical centers, and viewing platforms, promotes the economic and social development of the western Yunnan region." Sun Jiong said.
More than 1,000 years ago, part of the Ancient Tea-Horse Road, which emerged in the border areas due to business exchanges, was located in the Great West Yunnan Tourist Circle.
Soon, perhaps tourists will be able to feel the beauty and prosperity of this ancient trade passage again.
——Survey of Yunnan Tourism Industry
——Survey of Yunnan Tourism Industry