How to achieve the "second take-off" in tourism
During this "May 1st" holiday, domestic tourism exploded.
Huangshan, Anhui is no exception.
On the evening of May 1, the Huangshan Scenic Area Management Committee issued an announcement to remind tourists that the number of tourists who made reservations for online ticket purchases on May 2 in the scenic spot has reached the limit of 35,500 online ticket sales under the conditions of epidemic prevention and control. It is recommended that tourists choose other tours Route, or enter the mountain another day.
In the first quarter of 2021, Huangshan City received 9,701,200 tourists, an increase of 112% year-on-year and a 70% recovery from 2019. The total tourism revenue was 10.019 billion yuan, an increase of 113% year-on-year and a recovery of 65% from 2019.
Everything is gradually improving.
However, in the context of the great changes in the tourism industry, facing the general trend of cultural and tourism integration, especially after experiencing the "severe cold" of the new crown pneumonia epidemic, how the tourism industry can stand out and achieve a "second jump" through supply-side reforms has become a common industry in the industry. Concerns.
"The reduction in tourists under the epidemic is just a small'throttle' in Huangshan." Huangshan City Mayor Sun Yong believes that "the bigger'throttle' of Huangshan should be the transformation and upgrading after 40 years of development."
In recent years, major tourist provinces such as Yunnan, Sichuan, Gansu, Guizhou, and Fujian have all sounded the clarion call for "second entrepreneurship".
With the advancement of global tourism, the tourism industry has blossomed, and competition among scenic spots has become increasingly fierce.
Huangshan Tourism has also encountered a common problem in the industry-insufficient innovation and a slowdown in the pace of development.
In the past, the "ticket economy" that backed the mountains and eats the mountains is being impacted by emerging consumption paradigms such as the "luminous economy" and "homestay economy"; traditional travel agencies are getting colder, and self-guided tours are becoming the norm; Interactivity is becoming a new selling point for stimulating consumption.
"Ticket Economy": Tickets will still be sold, but you can't just rely on tickets
"People in the Peach Blossom Spring", especially refers to Xidi, an ancient Hui-style village in Yixian County.
The first ticket to the scenic spot is preserved here: an unpacked cigarette box paper with the words "two corners" handwritten on the back and the official seal of the village committee.
From two corners in the 1980s to 52 yuan today, the tickets for Xidi Scenic Area have changed more than 10 times. Tickets of different denominations have become the best testimony of Huangshan's tourism development.
"Be a little ambitious and hit the Huangshan brand!" On July 15, 1979, Comrade Deng Xiaoping made a sonorous voice when inspecting Huangshan.
In that year, Huangshan Yupinglou Hotel had only one table, two beds, and one chandelier. There was only one public bathroom less than 3 square meters on the second floor of the entire hotel.
Comrade Deng Xiaoping's "Huangshan Talks" opened the way for the development of China's modern tourism industry.
Relying on the unique natural resources of Huangshan Mountain, Anhui started its first business venture, and strived to create a pioneering area for the development of China's tourism industry.
In 1996, Huangshan Tourism Development Co., Ltd. was established and issued "China's first full-featured tourism concept stock", which was in the limelight for a while.
After 40 years of reform, exploration and innovation, Huangshan has become the most beautiful business card in Anhui. The dozens of local tourism service standards formulated by Huangshan Tourism have also been adopted as industry standards and have become the benchmark for mountain scenic spots in China.
Zhu Wu, Secretary of the Party Committee and Chairman of Huihuang Tourism Group, believes: "Today, the development of tourism is mainly achieved by upgrading scenic spots, business formats, and services." Since 2012, the proportion of tickets in the company's total revenue has dropped from 90%. It was less than 60% last year.
And the famous Huangshan Scenic Area at home and abroad, ticket income accounted for nearly one-third of its tourism income.
Huangshan Tourism Development Co., Ltd. Party Secretary and Chairman Zhang Dehui said frankly that in the process of transformation and upgrading of Huangshan Scenic Area, tickets will still be sold, but tickets cannot be relied on. “Traditional advantageous businesses should expand horizontally, and new businesses should expand vertically”.
Since 2016, with the goal of "going down the mountain and going out", Huangshan Scenic Area has begun to expand into new businesses: by allowing scenic spots to "rotate", the forest coverage rate of scenic spots has increased from 56% in the 1970s to 98.29%.
While doing enough "subtraction" on the mountain, Huangshan Scenic Area strives to do "addition" under the mountain.
"Tourism + Town", "Tourism + E-commerce", "Tourism + Literature", "Tourism + Agricultural Tourism"... Huangshan Scenic Area has increased the pace of external expansion and capital operation, and strived to realize the company's transformation from a single development to a coordinated and coordinated development. Transformation from connotation growth to extensional expansion, from scenic spots tourism to global tourism, from asset management as the main focus to both asset management and capital operation.
Increasing supply-side reforms is becoming a new key to Huangshan’s “second entrepreneurship”.
In Shexian County, Huangshan City, activities such as the Rape Flower Photography Festival, Xin'anjiang Landscape Gallery International Marathon, Baili Gallery’s Hundred Cars Self-driving, Huizhou Ancient City Folk Culture Festival and other activities took turns taking place, becoming an important focus for innovative tourism marketing and amplifying the advantages of landscape and culture. hand.
"With the diversification of tourism and the rationalization of tourist consumption, coupled with government guidance and even free, the proportion of ticket revenue will gradually decrease." Lu Lin, vice president of Anhui Normal University, believes, "Cultivate new growth points for the tourism industry. Only by increasing investment in diversified operations and increasing the "replay rate" of tourists can the tourism industry be upgraded.
"Luminous Economy": Expanding passenger time means expanding consumption space
Just after the sunset, in front of the Mingjing Lake, the fountain in the ancient village of Xidi began to sway with music. Relying on mountains, water and archways, the water curtain light and shadow show "Legend of Xidi" is being performed by modern technological means such as sound, light and electricity. Staged.
This is a new product of Huihuang Tourism Group spending 30 million yuan to upgrade Xidi's infrastructure technology and strive to create a "luminous economy".
In recent years, many large cities and scenic spots have devoted themselves to "lighting up" at night.
Beijing, Shanghai, Tianjin, Chongqing and other places have issued relevant guidelines, and many places such as Qingdao, Hangzhou, Xi'an, and Chengdu have also issued relevant policies. The Nuggets "Moonlight Economy".
"Expanding tourist time is to expand tourism consumption space." Xu Dahe, director of the Huangshan Municipal Bureau of Culture and Tourism, introduced that starting from 2019, Huangshan City will build an ancient city in Shexian County and ancient villages in Yixian County in accordance with the city's global joint development approach. The key night economic gathering areas supported by Qun, Qiyun Town, Tangkou Tourist Town, etc. form the night economic development pattern of "the moon is shining seven stars and the stars are over the moon".
By focusing on the "tourism+" and global tourism development strategy, and continuously enriching Huangshan city night tours, night banquets, night performances, night shopping, night entertainment, and overnight accommodations, Huangshan tourism is shifting from "static exhibitions" to full-time, three-dimensional " Living inheritance": On the Xin'an River, cruise night banquets are in the ascendant, creative lighting shows, and opera performances complement each other; Hui cultural characteristic commercial blocks focusing on Tunxi Old Street and Huizhou Fang are becoming Huangshan tourist night consumption gathering areas; target 90 Post- and post-00 consumer groups, combined with AR, VR and other new technologies and new material applications, the opening of cultural venues such as Huizhou Culture Museum at night is actively advancing; 24-hour bookstore, "Huizhou Night Talk", night music performance, night running, night fishing The nightlife in Huangshan is increasingly becoming an online celebrity "check-in" project for foreign tourists to experience the charm of Huangshan cultural tourism.
Feng Kui, a researcher at the Center for Urban and Small Towns Reform and Development of the National Development and Reform Commission, believes: “Huangshan’s'luminous economy' should be based on the core of Huizhou culture and build a three-dimensional and lively cultural gallery, allowing visitors to walk into the depths of history to experience and experience Huizhou culture. The tourism industry can be stable and far-reaching only if it is broad and profound."
"B&B Economy": It is an economic industry and a way of life
The ancient Huizhou dwellings on the white wall and the Daiwa horse head wall are dotted with mist and cooking smoke. Zuyuan Village, Xiuning County, Huangshan City, looks like a paradise on earth.
Pang Huantai, the operator of the "Dream Country" of Zuyuan B&Bs, from Shanghai, told reporters that before 2015, Zuyuan was a high mountain hollow village with less than 50 villagers left behind, with an average annual income of 6,000 yuan.
In the past six years, Zuyuan’s “Dream Country” has become a well-known homestay brand in southern Anhui. Through construction and service labor, it has not only promoted the local farmhouse, transportation, planting and other industries, but also has more than 100 farmers returning to live in the village.
The story of "Dream Countryside" is just a microcosm of the development of Huangshan B&B.
It is estimated that by 2022, the total number of Huangshan B&Bs will reach 4000, with operating income of 4 billion yuan.
In Pang Huantai's view, Huangshan B&B has a future only by implementing differentiated development and avoiding homogeneous competition.
In Qiankou Old Street in Qiankou Town, Huizhou District, the reporter saw that more than 30 almost abandoned Huizhou residential buildings along the street have been successively renovated and functionally renovated by Pang Huantai.
An ecological and health-care characteristic block with famous foods, famous products and famous doctors is just beginning to take shape.
“In the future, the direction of tourism development should be to create a new way of life to meet people’s yearning for a better life in the urban era.” Yu Kongjian, a professor at the School of Architecture and Landscape Design of Peking University, believes that “homestays are different from hotels and should be able to satisfy different needs. Tourists’ demand for diverse lifestyles."
Following in the footsteps of educator Tao Xingzhi, Yu Kongjian built his own "Snow Fishing Garden" in Xixinan Village, Huizhou District, Huangshan City.
"Diaoxueyuan" has built a global tourism approach that integrates research, cultural creation, bed and breakfast, and organic food.
"Global tourism must transform from'creating scenery' to'creating life'. The core is'seeing the mountains, seeing the water, and remembering homesickness'." Yu Kongjian said, "Only the authenticity, integrity and integrity of Huizhou culture The ordinary landscape of folk life truly becomes an important experience content of global tourism, and Huangshan can become the back garden of leisure for the entire East China region."
It is understood that in order to achieve the "second take-off" of the tourism industry, Huangshan City has set an important phased goal of cultural and tourism integration: By 2022, the total tourist reception of Huangshan City will exceed 90 million, and the total tourism revenue will exceed 800. 100 million yuan, overnight tourists reached 13 million.
"By 2022, Huangshan City will basically form an all-round and in-depth integrated development pattern of cultural and tourism industries. The added value of the cultural and tourism industries will increase significantly. A number of characteristic cultural tourism projects will be built and a number of cultural tourism projects with greater influence and competition will be cultivated. Strong cultural tourism enterprises have formed a number of well-known cultural tourism brands.” said Cheng Hong, deputy mayor of Huangshan City Government.
(Our reporter Changhe Ma Rongrui)