As the domestic epidemic prevention and control situation continues to improve, the tourism industry has gradually resumed production. Recently, the 19 peaks scenic spot in Chuanyan, Xinchang County, Shaoxing, Zhejiang Province has attracted many tourists to visit in the spring through the form of "online cloud tour+offline experience". People’s vision
Core reading
Based on the principle of "orderly opening up" and "paying close attention to online", we will persist in accurately, orderly and solidly promoting the return to work and production of cultural and tourism enterprises. At the same time, accelerate the development of digital tourism industry.
Online and offline concerted efforts
A number of scenic spots held live online activities, attracting many tourists to participate.
"Canceled the travel itinerary, and it is also very informative to visit online at home." These days, Lin Ying, a college teacher in Yangpu District, Shanghai, took her daughter to watch the live broadcast of Xi ‘an Beilin Museum online. Together with more than 300,000 "online tourists", she followed the commentator to the museum to learn about history. "The commentator’s explanation is humorous and vivid, and my daughter is very interested."
Since February, some scenic spots have held live broadcast activities such as "Cloud Tour" on Internet platforms such as Tik Tok, Taobao, Tencent and Aauto Quicker. This new way of traveling has attracted many tourists to participate. At most, the single-day viewing of live events in museums alone has reached 10 million people.
"Actively introducing new service methods is an effective measure for cultural tourism enterprises to cope with the impact of the epidemic." Jing Linbo, president of China Academy of Social Sciences Evaluation, believes that the epidemic has different impacts on different regions and industries, and the tertiary industry is the most affected as a whole. Tourism is directly related to the flow of people and is directly affected by the epidemic. According to the data of the National Bureau of Statistics, from January to February, the retail sales of travel goods dropped significantly, including the catering income related to tourism dropped by 43.1%, and the room income of the above-designated accommodation industry dropped by nearly 50%.
At present, on the one hand, tourism enterprises actively resume work and production, on the other hand, they strive to seek transformation. In order to guide the national tourist attractions to continue to implement epidemic prevention and control, and steadily do a good job in the work related to the resumption of opening up, the Ministry of Culture and Tourism recently issued the "Guide to Prevention and Control Measures for the Resumption of Opening Up of Tourist Attractions", proposing that each scenic spot should gradually resume opening up in different regions and projects according to the actual situation, and clearly control the tourist flow, implement real-name registration and other scenic spot tour management measures.
On March 1st, the Potala Palace held its first live webcast, with more than one million viewers in one hour. On March 9th, the Potala Palace once again boarded Taobao’s live broadcast room, which was broadcast live with 5G signal for the first time. The picture was clearer and smoother, and it was well received by viewers. According to incomplete statistics, up to now, more than 30 famous domestic museums, such as China National Museum, Dunhuang Research Institute, Nanjing Museum and Suzhou Museum, have held live webcasts, and some museum curators have gone online to tell the audience the story of national treasures.
Scenic tours can be broadcast live, and industry training can also be broadcast live. Since mid-February, Jingyu Mama Group began to organize large-scale public welfare cultural travel live classes. This course, which is introduced once a day and lectured by tourism experts, has become a set of timely and rich training materials for tourism practitioners who are "busy charging" and "practicing internal strength" during the epidemic. As of the beginning of March, the cumulative number of viewers of the live class has exceeded 200,000.
As the situation of domestic epidemic prevention and control continues to improve, the situation of offline tourism resuming production is also improving. On March 16th, shenzhen happy valley, windows of the world, splendid china Folk Village and other scenic spots under OCT Group resumed opening in an orderly manner. According to the relevant person in charge of shenzhen happy valley, after re-opening, visitors are required to keep a distance of more than 1.5 meters and wear masks all the way to the park, and the amusement equipment will be taken in separate seats. The staff will fully disinfect the seats immediately after each group of tourists leave.
According to the 2020 Destination Recovery Index Report released by Ctrip. com, as of March 11th, the number of scenic spots reopened for booking on Ctrip platform has exceeded 900, and the number of 5A-level scenic spots nationwide has exceeded 100, accounting for nearly 40% of the total number of 5A-level scenic spots.
Looking for new growth points
The market fundamentals supporting the operation of tourism economy have not changed, and the tourism industry should continue to exert its efforts in improving quality.
"During the epidemic, although people’s travel was suspended, the demand did not disappear and the upgrading trend did not disappear." Zhai Xiangkun, an associate professor in the Tourism Department of China Institute of Labor Relations, believes that tourism is directly affected by the epidemic, but it may rebound faster than other industries after the epidemic. After the epidemic, the new growth point of cultural tourism enterprises is still focused on improving quality.
The market fundamentals supporting the operation of tourism economy have not changed. Recently, a special survey for urban and rural residents in china tourism academy showed that more than 70% of the respondents expressed their hope to travel after the epidemic.
"The epidemic did not make the demand for tourism disappear, but it was delayed." Sun Jie, CEO of Ctrip, said that not long ago, Ctrip and global tourist destinations jointly launched the "Revival V Plan" and launched a 1 billion yuan recovery fund to help the tourism market regain its vitality.
Yao Jun, general manager of OCT Group, believes that the current cultural tourism industry is undergoing profound changes, and the problem of "whether it is available or not" has been basically solved, and the problem of "whether it is good or not" is more and more prominent. After experiencing the rapid growth in the early stage, cultural tourism is facing transformation, traditional scenic spots are facing development bottlenecks, and the industrial structure is not suitable for market demand. The high-quality development of cultural tourism is an inevitable requirement.
Innovation is the main source of new growth points. On March 26th, Song Cheng Performing Arts announced that its romance of the song dynasty, Guilin and Zhangjiajie will resume their performances on April 3rd, and hangzhou paradise will resume its opening on the same day. After the reopening of the park, a series of brand-new performances will be presented in Song Cheng, Hangzhou, including a number of new dramas, such as Hua Xiang Rong, Katyusha, Modern Times and Phantom, which were created during the epidemic period, and are expected to become new highlights to attract tourists.
Looking forward to a lot of help.
Help digital tourism enterprises to reduce the losses caused by the epidemic and expand the supply of high-quality digital tourism products.
Zhai Xiangkun believes that the demand for travel will quickly pick up after the epidemic has become the consensus of the industry, and the cultural tourism industry, which is dominated by small and medium-sized enterprises, needs to make efforts in many ways.
According to the relevant person in charge of the Ministry of Culture and Tourism, we will adhere to the principle of "orderly opening up" and "paying close attention to online", and promote the resumption of work and production of cultural and tourism enterprises in an accurate, orderly and solid manner, and formulate open guidelines or guidance for tourist attractions, public libraries, cultural centers and cultural and cultural institutions respectively, so as to provide safer consumer products and places for the people on the premise of preventing and controlling the epidemic. At the same time, accelerate the development of digital tourism industry, strengthen the construction of smart tourism in 5A-level scenic spots, guide the scenic spots to change their development concepts, promote the deep integration of industries, constantly expand the connotation and extension of industries, create diversified products and improve the supply structure.
In view of some problems faced by the development of digital tourism industry, the Ministry of Culture and Tourism will issue relevant policies, including the implementation of fiscal, taxation and financial policies, to help enterprises reduce the losses caused by the epidemic and enhance the development confidence and stamina of digital tourism enterprises. At the same time, expand the supply of high-quality digital travel products, accelerate the release of emerging consumption potential, develop immersive experience-based travel consumption, and guide and cultivate new hot spots and new modes of consumption such as online consumption, experiential consumption and intelligent consumption. In addition, the Ministry of Culture and Tourism will strengthen the construction of new infrastructure, promote the deep integration of cultural tourism and digital economy, and promote the digital, networked and intelligent development of the cultural tourism industry.
In order to help enterprises trapped during the epidemic, the Ministry of Culture and Tourism recently issued a notice to temporarily refund part of the tourism service quality deposit and support travel agencies to cope with operational difficulties. At the same time, the Ministry of Culture and Tourism also set up a column on official website to support the development policies and measures of enterprises in response to the epidemic situation, and set up online courses such as Red Tourism Cloud Classroom, Face-to-Face Live Classroom of Rural Tourism, Cloud Classroom of Tourist Attractions and Cloud Lecture Hall of Cultural Tourism Industry. At present, policies in finance, finance, taxation, social security and other aspects have benefited cultural and tourism enterprises.
To tide over the difficulties and fully recover, the tourism industry also needs to work together. In order to alleviate the pressure on partners, the tourism platform Mawei has fully opened up and integrated the platform’s high-quality resources, and provided urgently needed action guides for partners free of charge, which has been welcomed by many partners.
Recently, Linyi Blue Ocean International Hotel under Shandong Blue Ocean Hotel Group has found a new revenue growth point. The Blue Ocean Hotel, which joined the "Stay +X" evergreen plan of the US Mission, launched a take-away service during the epidemic, and the daily average take-away order increased rapidly from about 10 to 160, and the transaction volume also increased from 500 to 800 yuan at the beginning to nearly 13,000 yuan.
Jing Linbo believes that as long as the cultural tourism enterprises accurately analyze the current trend of tourism consumption upgrading, further update tourism products, change tourism management and operation methods, and improve the risk management mechanism, they will certainly enhance their ability to resist risks and the driving force for sustainable development, thus achieving a comprehensive recovery of the cultural tourism industry.
People’s Daily (April 1, 2020, 19th edition)