Tourism industry: Facing the "spring breeze" to seek new changes (tourism embraces the "beautiful year" ④)

  Although the Spring Festival holiday is over, tourism consumption remains unabated.

At present, the prices of air tickets and hotels in some popular tourist destinations have dropped, and the passenger flow in popular tourist attractions has decreased significantly compared with the Spring Festival holiday. Moreover, the preferential ticket policies for some scenic spots are still valid, so many tourists choose to travel at staggered peaks.

In addition, people's enthusiasm for tourism consumption has risen, and tourists have begun to plan trips for the "May 1st" mini-long holiday.

  The "spring breeze" has arrived, and the tourism industry has accelerated its recovery.

How to seize this opportunity, better meet the needs of tourists, and continuously promote the innovative development of the tourism industry, tourism destinations and tourism enterprises need to focus on efforts.

Meet the needs of in-depth travel

  Taking advantage of the "east wind" of tourism recovery to enhance the vitality of the tourism market, many places are planning the direction of tourism development in the new year.

  Shanghai is speeding up the construction of a world-famous tourist city. How to enhance the connotation of local tourism products and attract tourists to "come again and again" has become the focus of breakthroughs.

For some tourists, what attracts them the most is not necessarily the Bund or the Oriental Pearl Tower, but the Shanghai snacks in a corner shop, or the unique experience of cycling through old alleys.

However, the development of in-depth city tours in Shanghai is still insufficient. The itineraries of Shanghai tours provided by some travel agencies are almost the same as those of many years ago, which cannot meet the new needs of tourists.

Chen Juanling, deputy to the Shanghai Municipal People's Congress, pointed out that Shanghai's street life, time-honored shops, and historically protected buildings are all things that foreign tourists are interested in, and more "smoky" in-depth tourist routes should be developed.

  Affected by the epidemic, people's travel concepts and travel methods have quietly changed, with more emphasis on travel experience.

Therefore, the recovery of the tourism industry is by no means the same as going back to the past, but should be combined with the new needs of tourists to reshape the industry.

"The era of 'crowding around mountains and seas to enjoy dividends, and collecting tickets for traveling around mountains and water' has passed, and the model of 'going around on horseback to visit scenic spots, shopping in stores and getting commissions' is even less likely to bring the tourism industry back to the golden age." President of China Tourism Academy Dai Bin pointed out.

  Lu Zhaoyi, Regional Director of Mainland China of the Hong Kong Tourism Board, introduced that in order to attract mainland tourists to visit Hong Kong, in-depth tour products with unique local cultural characteristics of Hong Kong will be launched.

  Do fine "diversification" articles

  During the Spring Festival holiday, the Pedestrian Street of Huangxing South Road in Changsha, Hunan has become the hottest business district.

According to the WeChat public account "Changsha Release", from New Year's Eve to the third day of the Lunar New Year, the cumulative passenger traffic on Huangxing South Road Pedestrian Street increased by 40% compared with last year's Spring Festival.

The time-honored brand New National Tide Carnival, Internet celebrity landmark check-in spots, IP images and consumption scenes that attract young people, etc., provide tourists with a "diversified" experience.

Tourist demand is becoming an important factor affecting the direction of tourism development.

  "When tourism becomes a way of life, we should not only pay attention to the life of tourists in different places, but also pay attention to the leisure life of local people." Dai Bin pointed out that in addition to scenic spots and resort areas, the space for tourism has already extended to public cultural venues and historical and cultural blocks , commercial and leisure centers, etc., travelers begin to quickly switch between the identities of tourists and citizens, and fully integrate into the life of the destination. Tourist destinations should focus on building a new space for a better life shared by hosts and guests.

  With the continuous advancement of the integration of culture and tourism, people pay more and more attention to the cultural connotation in tourism.

During the Spring Festival holiday, traditional cultural activities such as English singing and dancing, Shehuo, and Yangko not only attracted a large number of local people to watch and participate, but also many foreign tourists made a special trip to the local area to experience it.

On February 4, Liu Zhen, a tourist from Jiangsu, rushed to Puning City, Guangdong Province to watch the English singing and dancing performance live.

Accompanied by clanging gongs and drums, dozens of "Heroes of Liangshan" appeared on the stage, hitting each other up, down, left, and right with sticks and mallets and dancing, showing the lofty aspirations of Liangshan heroes.

  "Future tourism destinations must also be cultural highlands. Cities and villages without cultural attractions cannot be built into first-class tourist destinations and continue to attract foreign tourists." Dai Bin pointed out that from the perspective of tourism development, it can be The culture that can be touched and experienced is the culture that tourists need.

  Reconcile "hot and cold unevenness"

  In the past, popular tourist destinations and unpopular tourist destinations, peak seasons and off-seasons always formed a polarized situation of passenger flow.

Tourists in popular tourist destinations gather together, and the tourist experience is not good, while tourist destinations that are not very popular may face the embarrassing situation of "no crowd".

  Today, this situation has changed significantly.

The same journey travel data shows that during the Spring Festival holiday, the hotel bookings in Foshan and Huizhou have increased by more than 10 times compared with the same period in 2022; over the same period in 2019.

Among them, Quanzhou, an important starting point of the ancient "Maritime Silk Road", was rated as "the most worthwhile niche tourist city" by many netizens.

  On the one hand, traditional popular tourist destinations such as Hainan and Yunnan are still popular; on the other hand, many niche cities have become new travel choices, and the trend of diversified tourism consumption is gradually taking shape.

People are turning their attention to niche destinations with low consumption and better experience, which is inseparable from the continuous promotion of all-for-one tourism in various places in recent years.

With convenient transportation, improved accommodation conditions and more leisure facilities, niche tourist destinations are increasingly attractive to tourists.

  In addition, tourism authorities in various places have also frequently made moves to guide the diversion of tourists.

For example, Shanghai has launched more than 500 new spring cultural tourism activities, guiding half of the tourists to go to the new local cultural tourism space to play and spend, avoiding crowds of tourists in traditional popular scenic spots; Scenic tours and folk health and ecological tours each have their own emphasis, which is not only conducive to differentiated development, but also can balance passenger flow.

Many travel platforms also launch local guide services, led by experienced travelers, to lead tourists to more spots not covered in traditional travel itineraries, to experience local characteristic culture, and to experience "being a local for a day".

Yin Jie