After some scenic spots are free of tickets, the income does not drop but rises?
Get rid of the dependence on tickets and explore the development of secondary consumption projects such as ropeways, rock climbing, performing arts, and cultural and creative products
Our reporter Wu Lirong
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From February 16 to March 31, the first tickets of 226 scenic spots in Henan are free for tourists.
In the past two years, many places across the country have successively launched ticket reduction and exemption activities for scenic spots to boost cultural tourism consumption.
After the tickets for some scenic spots are free, the income does not drop but rises.
At present, many scenic spots are exploring to get rid of the ticket economy and vigorously develop various secondary consumer products such as ropeways, rock climbing, performing arts, and cultural and creative products.
From February 16th to March 31st, Henan launched the "Yuanjian Spring · Huiyou Hometown" activity. The first tickets of 226 scenic spots in the province are free for tourists, which has attracted widespread attention.
In the past two years, many places across the country have successively launched ticket reduction and exemption activities for scenic spots to boost cultural tourism consumption.
What are the effects of free tickets for scenic spots?
After the tickets are free, how does the scenic spot make money?
The first ticket is free, and the government gives a 50% subsidy
"Is there any carpooling to Laojun Mountain?" "Everyone's enthusiasm is high, and the Wenlvtong system has collapsed." As soon as it came out, it became a hot search on the Internet, and many netizens flocked to the "Henan Wenlutong" applet to make an appointment.
The scenic spots participating in the ticket-free event in Henan this time account for 82% of the province’s charging A-level scenic spots, including 17 5A-level scenic spots such as Shaolin Temple, Longmen Grottoes, Yuntai Mountain, Hongqi Canal, and Anyang Yinxu.
The free ticket is only for the first ticket of the scenic spot, excluding secondary consumption such as scenic spot transportation.
For scenic spots and key tourism enterprises participating in the ticket reduction and exemption activities, the Henan financial department will provide subsidies based on 50% of the actual amount of tickets exempted, and the subsidy funds will be shared by the provincial and municipal finance at a ratio of 1:1.
In the past two years, due to the impact of the epidemic, the tourism industry has suffered great losses. Many places across the country have successively launched ticket reduction and exemption activities for scenic spots to boost cultural tourism consumption.
In August 2020, Hubei announced that the province's A-level tourist attractions will be free of tickets until the end of the year.
In October last year, Henan launched the one-month "Henan Jinqiu, Huiyou Hometown" activity, and 432 A-level scenic spots were free of tickets.
From December last year to March 31 this year, 7 world cultural heritage sites including the Dunhuang Mogao Grottoes and Tianshui Maijishan Grottoes in Gansu have half-price tickets.
The reporter noticed that provinces that launched free admission activities for scenic spots usually also provide certain subsidies to the scenic spots participating in the activities and the travel agencies that organize tourists to visit the local area. Coupons.
On the first day of free tickets, more than 20,000 tourists were welcomed
"On the first day of free admission on February 16, our scenic spot received more than 20,000 tourists." Wu Peimeng, marketing director of Henan Yuntai Mountain Scenic Spot, told reporters.
This is the third time that Yuntai Mountain Scenic Spot has launched a ticket-free event in recent years.
"The overall effect of the previous two events was very good, and it also led to the rapid recovery of the surrounding cultural and tourism industry chains such as catering, accommodation, and transportation." Wu Peimeng said.
Immediately entering March, it is an important time for the launch of the market throughout the year. Combined with the ticket-free policy, they will also launch the 4th Yuntaishan Hanfu Flower Festival at the same time, with a view to a good start for the market in 2022.
The ticket-free activity received an enthusiastic response. A few days before the event, the number of reservations in many scenic spots in Henan reached the upper limit, and some even issued notices to remind tourists to travel at staggered peaks.
"By exempting the first ticket of the scenic spot, it can stimulate and release the tourism demand of the public, especially for price-sensitive tourists. It is very attractive." Wu Liyun, associate professor of the Chinese Culture and Tourism Industry Research Institute of Beijing International Studies University, told reporters Said, "This is a good thing for the scenic spot. It attracts people and can also drive tourism consumption in the entire destination."
There are also people in the tourism industry who believe that ticket-free, as a tourism promotion activity, has received widespread attention from tourists across the country through vigorous promotion.
Explore the development of "two match", get rid of ticket dependence
Ticket prices for many scenic spots are relatively high, and they were once criticized for being too dependent on the ticket economy.
At the policy level, the price reduction of tickets for state-owned scenic spots continues to promote.
After the ticket price is reduced or even free, how can the scenic spot make money?
"At present, the core income of most scenic spots is actually tickets, but more and more scenic spots are developing 'two match' products." Wu Liyun said.
Cableways, cable cars, sightseeing cars, participatory entertainment projects, performances, shopping, etc. in the scenic area are all secondary consumption items.
Wu Peimeng told reporters that Yuntai Mountain Scenic Area has been promoting various project construction and exploring transformation and development since about 2015.
At present, the scenic spot has a variety of secondary consumption projects such as ropeways, rock climbing, night tours, dome theaters, accommodation, and catering.
"Although we have done two ticket-free events in 2021, the overall revenue of the scenic spot will increase compared with 2020." Wu Peimeng said, "Ticket-free has greatly improved the 'two match', and the proportion of our ticket revenue has increased. lowering."
"The number of tourists who mainly focus on sightseeing is not growing like in the past. The number of tourists in some scenic spots even has a downward trend. If it is still based on the ticket economy, it will not work." Wu Liyun said that exploring diversified income channel, which is conducive to the sustainable development of the scenic spot.
In order to be profitable, the "two-match" project in the scenic spot needs to adapt to local conditions and launch personalized products that meet the needs of tourists.