China's tourism innovates against the trend

　　This year is a year when the tourism industry has been deeply affected by the epidemic, and it is also a year when all tourists have worked hard to fight the epidemic and forge ahead.

On December 11, the China Tourism Academy released seven reports on domestic tourism, Chinese leisure, and tourist attractions and resorts at the 2022 China Tourism Group Development Forum to take stock of the tourism economy this year.

　　In the domestic travel market, whether it is local leisure or short-distance travel, a variety of new products have emerged, and market segments such as research, parent-child, self-driving, and camping have shown gratifying scenes.

　　Short distance travel mainly local travel

　　The domestic tourism report pointed out that due to the impact of the epidemic, the travel distance and destination recreation radius of domestic tourism will shrink significantly in 2022. 81.24% of domestic tourism flows are represented by intra-provincial tourism flows, and short-distance tourism and local leisure have become the spatial characteristics of domestic tourism.

Domestic tourism presents new features such as short-term, short-distance, and high-frequency, and "light tourism", "micro-vacation", and "hotel stay" have become new highlights.

People pay more attention to the beautiful scenery around them and the good life in daily life.

　　New products and formats of domestic tourism are favored by tourists.

Driven by the Beijing Winter Olympics in 2022, outdoor sports represented by the Beijing-Zhangjiakou Sports and Cultural Tourism Belt will be active. Activities such as skiing, camping, mountaineering, hiking, horseback riding, grass skiing, and rafting will become new ways for people to get close to nature. .

In the summer of 2022, there will be high temperatures in many places in China, and tourism products such as waterfront leisure, ecological health care, rural pastoral, urban leisure, and summer residence are popular among tourists.

　　The China Leisure Report pointed out that national leisure time has increased significantly, and weekend leisure has become increasingly normalized.

Short-distance travel and high-frequency leisure have become the main features of national tourism and leisure since the epidemic, and the area within 1 to 3 kilometers from home constitutes the spatial scope of leisure activities.

Leisure activities are rich and diverse, and leisure scenes tend to be diversified. The proportion of cultural leisure in the daily life of urban residents is increasing, and the number of urban residents visiting cultural places such as museums, exhibition halls, and science and technology museums continues to increase.

　　Cultural and museum tourism continues to gain popularity, and more and more museums are exploring new ways and means to increase personalized immersive experience, revitalize history and culture, and shorten the distance between collection culture and people's lives.

During the Mid-Autumn Festival and National Day holiday in 2022, the proportion of tourists participating in cultural activities will be as high as 93%.

　　Travel from landscape to scene

　　The report on tourist attractions and resorts pointed out that China is full of scenery, and the development of tourist attractions and resorts has a new direction, which is shifting from scenery to scene.

　　While travel distances are shortened, the frequency of leisure has increased significantly, and tourism consumption scenarios have become more diverse. Tourism and leisure activities can be held in community gardens, urban greenways, city parks, country parks, national parks, and other open spaces with scenery. It can be used in commercial environments such as restaurants, bars, cafes, shopping centers, vegetable markets, hotels and homestays, as well as in cultural spaces such as libraries, cultural centers, museums, art galleries, cinemas, concert halls and theaters.

　　Traveling is all the time.

Morning market, morning tea, movies, drama, night market, square dance, fishing, camping, outings...all can meet the fragmented tourism and leisure needs of tourists.

In the eyes of tourists, there are flowers in spring, moon in autumn, cool wind in summer and snow in winter.

Short-distance, low-consumption, high-frequency short-distance tourism and local leisure inject new content into traditional tourist attractions, and also make traditional consumption scenes become new tourist attractions.

　　Changes in tourist demand have also spawned new forms of tourism and leisure business, such as the light and shadow art exhibition of Van Gogh and Monet at the Dewey Center in Beijing, Gopherson Chocolate Town in Jiaxing, Zhejiang, Hequan Villa in Bengbu, Anhui, and buildings launched by Shanghai Spring and Autumn Tourism Can be read, urban micro-tourism, etc.

They are not traditional scenic spots, but brand-new consumption scenes. While integrating scenery and scenes, they also provide a new space and unlimited possibilities for scenic spot innovation and destination construction.

Personalized, high-quality, and diversified tourism consumption needs will bring tourist attractions to a broader development space.

　　Outstanding features of various scenic spots

　　Scenic spots such as ice and snow tourism, red tourism, and rural tourism are on the road to recovery and innovation, with outstanding features and vitality.

　　The report on tourist attractions and resorts pointed out that ice and snow scenic spots in the post-Winter Olympics era provide tourists with more differentiated ice and snow activity scenes and spaces.

"Small area, low consumption, high frequency, local tourism, self-service, equal emphasis on ice and snow tourism and ski leisure and vacation" has become a new trend in the ice and snow tourism consumption market. According to the special survey of ice and snow by China Tourism Academy, 42.5% of tourists tend As for ice and snow sightseeing, 45.1% prefer skiing and leisure vacations.

Consistent with the strong willingness to consume ice and snow, trillions of funds are also leading the investment boom in ice and snow tourism across the country. The construction of traditional ice and snow scenic spots and the creation of emerging indoor ice and snow scenes go hand in hand.

　　Red tourist attractions are becoming spiritual highlands for cultivating cultural self-confidence and national identity.

In recent years, the popularity of red tourism has continued to rise. From the 100th anniversary of the founding of the Communist Party of China to the 20th National Congress of the Communist Party of China, every holiday, especially during the National Day, the strong feelings of family and country make the red scenic spots usher in a peak.

Red tourism-themed activities such as punching in red landmarks, visiting red old sites, and remembering revolutionary martyrs launched this year are very popular.

Feeling the red culture and planting the feelings of family and country have become the main theme of the cultural leisure and tourism market.

　　Scenic spots play an important role in promoting and leading the industry in comprehensively promoting rural revitalization and realizing common prosperity.

In the past three years, rural tourism in the suburbs of cities has grown against the trend.

From the early scenic spot-based rural tourism to the integration of rural scenic villages and landscapes, scenic spots have increasingly become the background of rural tourism.

Various consumption scenarios defined by tourists are also redefining the rural landscape and reconstructing the content of scenic spots in rural tourism.

A poetic country house, an ancient country road, a tavern in the wild mountains and forests, every scene where tourists stop in the country tour has become a new scenery that urban people flock to, and a good place to remember nostalgia .

　　Zhao Shan