In order to cope with the impact of the epidemic and promote the orderly recovery and development of consumption, the General Office of the State Council issued the "Opinions on Further Unleashing Consumption Potential and Promoting the Sustainable Recovery of Consumption".

In order to implement the requirements of the "Opinions", various localities and departments have refined policies and introduced a package of measures to promote consumption recovery.

The consumer edition launched the "Consumption is picking up" column, reporting on the implementation and effectiveness of consumption-promoting policies and measures, and discussing how to maintain consumption in the next step.

　　"I took my child to stay at the Universal Studios Hotel in Tongzhou District for one night, and I got a 50% discount on coupons, and it only cost more than 600 yuan." Li Xue, a citizen of Tongzhou District, Beijing, was one of the first consumers to grab Beijing travel coupons.

She told reporters that she had already bought tickets for Universal Studios, and the child was still thinking about staying at the Universal Studios Hotel for one night, but the price of more than 1,000 yuan was a bit high, and she was reluctant to book.

In early July, after learning that Beijing was going to issue cultural and tourism consumption coupons and offer a 50% discount on B&B hotels in the suburbs of Beijing, Li Xue set an alarm clock the night the coupons were issued. Going to Universal Studios is a dream come true.

　　Thanks to the widespread issuance of cultural tourism coupons, lucky consumers like Li Xue have appeared in many places across the country recently.

According to incomplete statistics, as of the beginning of July, more than 20 provinces had issued multi-domain consumer coupons, of which the subsidy for cultural and tourism consumer coupons amounted to billions of yuan, involving Beijing, Yunnan, Guizhou, Qinghai, Zhejiang, Hainan, Anhui, Hunan , Hubei, Henan, Tibet, Shandong, Sichuan and other provinces, covering various travel scenarios such as hotel accommodation, scenic tickets, vacation routes, and duty-free shopping.

　　These cultural and tourism consumption coupons may be activated before the peak summer tourism season, or the cards will be issued before the start of the summer vacation. With the overall situation of national epidemic prevention and control stabilizing and the arrival of the student travel window, the tourism market has accelerated to pick up.

　　Subsidies bring "full house" effect

　　The multiplier effect of consumer coupons on stimulating cultural tourism consumption and driving the vitality of cultural tourism businesses is visible to the naked eye.

According to the summer travel trend report released by Ctrip, as of July 12, the total number of orders for summer travel products booked through Ctrip in the past half month has increased by more than 9 times from the previous month.

On the Qunar platform, in the first three weeks of July, hotel bookings across the country increased by 64% compared with the same period in June, and by 25% compared with the same period before the epidemic in 2019.

　　It is not difficult to observe the recovery process of the tourism industry in this round, and it is not difficult to find that the hand of the government has played a powerful role in promoting it.

"Thursday, July 21, full room; Friday, July 22, full room; Monday, July 25, full room." The reservation page of Beijing Wutong Ximu Homestay shows "full room".

　　"During this time, our working days were basically full." Fan Yufei, a homestay manager, told reporters that he runs 9 homestays in Beijing's Huairou, Miyun, Yanqing and other suburbs.

Hotels and homestays located in the suburbs of Beijing generally do good business on weekends, and there are not many people on weekdays. This year, they were closed for more than 2 months due to the epidemic.

However, starting from mid-July, with the opening of the summer vacation and the promotion of Beijing tourism coupons, the homestays have actually been full on weekdays.

　　Fan Yufei specifically asked the guests, and some people really came after grabbing the coupons.

Beijing suburban B&B hotels generally rely on holidays and summer vacations for revenue. This year, due to the epidemic, there was basically no income in the previous holidays, so this summer vacation is very important.

Fan Yufei has calculated that, driven by cultural and tourism consumption coupons, if the room can continue to be full, this summer vacation can almost flatten the trough in the first half of the year and bring the overall revenue back to the pre-epidemic level.

　　From a national perspective, the stimulating effect of Yunnan cultural tourism coupons is one of the most obvious.

On April 25, the Yunnan Provincial Department of Culture and Tourism began to issue Yunnan cultural and tourism consumption coupons.

During the period of subsidy distribution, the attention of users has increased significantly.

For example, on the Ctrip platform, the popularity of Yunnan visits increased by 42% month-on-month.

As of now, the volume of bookings for summer trips to Yunnan has recovered by 110% year-on-year.

　　The summer vacation is approaching. On July 5, the Yunnan Provincial Department of Culture and Tourism issued cultural and tourism consumption coupons and gas coupons again.

Yi Yang, general manager of the Southwest Region of Ctrip Group's Government Cooperation, said that since the Yunnan consumption subsidy was issued, the proportion of tourists from outside the province who received the subsidy has increased significantly, reaching nearly 70%, effectively attracting tourists to Yunnan, and the tourism market has recovered rapidly - Lijiang in June The city received 3.1009 million tourists, a month-on-month increase of 51.8%.

According to tourists' reflections on social platforms, since the summer vacation, some hotels and homestays in Dali have been increasing in price for several consecutive days and their rooms are full.

　　Cultural and tourism consumption coupons can help stimulate users' tourism consumption demand and drive tourism business income, so as to realize the dual-track recovery of tourism supply side and demand side.

According to Yi Yang, the overall driving effect of some destination coupons on local tourism consumption has reached a leverage ratio of more than 1:10, which has a significant boosting effect on the income of tourism businesses.

All kinds of data are saying one sentence: the tourism from "coupons" is really fragrant!

　　"Localized" customized coupons

　　For the convenience of operation, most localities choose to "cast a wide net" by combining the travel OTA platform with their own channels. One place will issue coupons, and consumers across the country will benefit.

For example, in addition to issuing cultural tourism consumption coupons and cultural tourism gas coupons through three online platforms, Ctrip, Meituan, and Tongcheng, Yunnan also distributes the “Yunnan Tour” app, the “Yunnan Tour” applet, and the “One Mobile Tour Yunnan” official account. , and the "Yunnan Tour" official account to issue coupons.

Beijing's cultural tourism coupons are exclusively issued on the Qunar platform.

The money is funded by the local government and can save consumers thousands of dollars per order.

At the same time, the OTA platform will also support activities such as "billion subsidies" when issuing coupons, allowing consumers to save tens to hundreds of yuan per order.

　　After sorting out the places where the coupons were issued, the reporter found that the enthusiasm for issuing coupons in the central and western regions and tourist cities was relatively high, and they started earlier.

For example, Yunnan, Hainan, Guizhou and other places have started to issue cultural tourism consumption coupons from April and May, two months in advance to warm up the summer vacation.

　　Pan Helin, co-director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Business School, analyzed that most of my country's cultural tourism resources are in the west, while most tourists are in the east. Therefore, it is necessary to use consumer coupons to attract foreign tourists and activate the local cultural tourism industry.

　　Therefore, he suggested that the issuance of consumer vouchers should accurately cover consumers with potential needs. For example, in some western provinces, tourists in this province are not enough to activate the popularity of scenic spots, so it is necessary to focus on multi-platform issuance in addition to local platforms. The issuance of consumer coupons on the national platform not only expands the coverage, but also uses the subsidy support of the commercial platform.

　　Consumer coupons are mainly subsidized by the local government. Too much subsidy will bring great financial pressure, and too little subsidy will have little leverage.

Yi Yang suggested that all localities should "localize" the types and combinations of consumer coupons and subsidy ladders. Instead of blindly competing for subsidies, they should focus on the most needed and characteristic aspects of local tourism, and pursue the greatest leveraging effect. The best experience for tourists.

　　"I feel that the coupons are carefully designed and can only be used from Sunday to Thursday. The time is just in the off-season of working days for Beijing suburban homestays; a 50% discount on the amount can be up to 1,000 yuan, while Beijing suburban homestays are full of Hospital reservations are generally more than 2,000 yuan, just enough to use up the quota, which makes consumers feel that it is very worthwhile." Fan Yufei introduced that the amount of consumer coupon discounts is fully subsidized by the government, and the homestay operator gets the original listing price. other expenses, so it is very popular with operators.

He hopes to do more publicity to let more consumers know about and use cultural tourism coupons, which is expected to further increase consumption enthusiasm.

　　According to Yi Yang, the platform participates in the issuance of government cultural and tourism consumption coupons, which are generally launched several months in advance, and will go through certain procedures. Before the official issuance of coupons, the platform will cooperate with some publicity.

From the current point of view, several rounds of consumer coupons have been generally prepared in various places, mainly covering September, so that consumers have sufficient time to choose.

However, because there are more people who know it, the more difficult it is to grab coupons later, consumers can pay more attention to news in various regions, or search for destination coupons first.

　　According to the reporter's understanding, from July to August, Hunan Province, Qinghai Province, Anqing City of Anhui, Karamay City of Xinjiang, Zunyi City of Guizhou, Qianxinan Prefecture, Liupanshui City, Rizhao City of Shandong and other destinations will also issue consumer subsidies. , Seize the peak summer tourism season and try to bring back the consumption that was delayed in the first half of the year.

Pan Helin reminded that tourists from all over the world are coming with "coupons", which has caused certain pressure on the epidemic prevention and control and reception capacity of tourist destinations. Tourist attractions must do a good job in epidemic prevention.

Previously, some tourist attractions have been stranded due to the sudden outbreak of the epidemic, which will greatly reduce the tourist experience and affect the recovery of the industry.

She Ying