Tourism card "stars" boosts confidence in tourism recovery

Author: Special Commentator Wang Hongyan

According to the website of the Ministry of Industry and Information Technology, in order to resolutely implement the general strategy of "external defense investment and internal defense rebound" and the general policy of "dynamic zero clearing" of the CPC Central Committee and the State Council, support the efficient coordination of epidemic prevention and control and economic and social development, and facilitate users' travel, the "asterisk" mark on the communication travel itinerary was cancelled on June 29th. Once this heavy news was issued, it quickly climbed to the top of the hot search list and continued to trigger heated discussions in the tourism industry. People in the industry generally believe that this is a sign that the overall situation of epidemic prevention and control in China is stabilizing and will play a powerful role in promoting the recovery and revitalization of the tourism market.

In fact, the day before the national travel card "Star", the State Council issued the "Prevention and Control Plan of novel coronavirus (Ninth Edition)", which is consistent and effectively integrated in terms of policies and measures. "Stargazing" is by no means a small standard, but a comprehensive account. "Star-picking" of communication itinerary card is an effective strategy to comprehensively judge the current world situation, national conditions, social conditions, people's feelings and epidemic situation. It not only implements the clear requirements of the CPC Central Committee that "the epidemic situation should be prevented, the economy should be stable and the development should be safe", but also embodies the firm confidence and strong ability to effectively coordinate the epidemic prevention and control and economic and social development, and also marks that in accordance with the idea of "one country, one plan", accurate epidemic prevention and control and scientific prevention and control have entered a new stage.

At present, it coincides with the summer tourist season, and the move of "picking stars" conforms to the needs of the broad masses of people to travel. With the further improvement of the domestic epidemic prevention and control situation, the prevention and control measures have been further optimized, and the number of provinces that have resumed cross-provincial team tours has further increased. People's demand for tourism is increasing day by day. "Stargazing" makes people's willingness to travel higher. After the news of "Star Picking" was released, the data of relevant websites and platforms showed that the search volume of tourism products surged. The search volume of several popular tourist destinations on Ctrip platform increased by more than 300%; Tongcheng big data shows that the hotel search volume increased by 220% compared with the same period of the previous day; According to the data of Qunar.com, the search volume of air tickets increased by 60% within 30 minutes.

The exponential increase in search volume indicates that the peak of summer travel will come this year, and the long-suppressed mass travel demand is expected to be effectively released. Although "star-picking" has relaxed the restrictive requirements for people to travel, it does not mean that they are completely free to flow. Recently, local epidemics have appeared in Jiangsu, Anhui, Zhejiang and other places, and the pressure of epidemic prevention and control in China is still relatively high. Don't be too optimistic if you want to travel.

"Stargazing" is not the purpose, but the purpose is to achieve more scientific and accurate prevention and control of normalized epidemic situation and promote the recovery, revitalization and high-quality development of tourism. Faced with the clear requirements of the Party Central Committee to coordinate epidemic prevention and control and economic and social development, the strong demand of the people for travel and tourism, the strong demand of the main body of the tourism market for recovery and development, and the summer tourist season, the whole industry can neither excessively prevent and control the sudden braking, nor relax the prevention and control, but should focus on finding a balance between promoting scientific and accurate prevention and control and the recovery and revitalization of tourism.

First of all, we must realize a national rule. It is self-evident that "Star Picking" is good for the tourism industry, which will greatly boost industry confidence and market confidence. Whether it can play a positive role depends on the adjustment of local prevention and control policies, the introduction of relevant supporting measures and the specific implementation. Since "star-picking" is a unified "prescribed action" at the national level, it is hoped that the national level will strengthen the guidance, inspection and supervision of the implementation of this policy in various places to prevent the implementation of policies and countermeasures from not being in place. Resolutely stop self-marking, tracking, restrictions and other transformation methods, variant models or alternatives, and vigorously rectify problems such as simplification, one size fits all, and layer-by-layer overweight, so as to truly achieve the national standard.

Second, we must scientifically and accurately prevent and control the epidemic. Adhering to scientific and accurate prevention and control is an inevitable requirement for implementing the ninth edition of the epidemic prevention and control plan and an important prerequisite for promoting the recovery and revitalization of the tourism market. Once the epidemic situation is repeated, the recovery of the tourism market will be affected. The whole industry should always tighten the string of epidemic prevention and control, resolutely overcome the mentality of paralysis, war-weariness, luck and relaxation, adhere to the general strategy of "preventing imports from outside and rebounding from inside" and the general policy of "clearing out dynamically", and further compact the responsibilities of all parties in view of the new situation of epidemic prevention and control, the new demand of mass travel and the new characteristics of summer tourism market, implement various measures, and weave a dense epidemic prevention and control network.

Finally, we should actively adapt to market demand. It is worth noting that since the outbreak, people's travel demand mode, travel mode and travel experience mode have all changed quietly. The whole industry should be guided by market changes, seize the opportunity of "picking stars" and the peak season of summer tourism consumption, and promote the accelerated recovery of tourism. Actively develop local tours, Zhou Bianyou tours, eco-tours, leisure tours, especially new formats and modes such as go on road trip and camping tours, which are popular recently. For college entrance examination and senior high school entrance examination graduates, primary and secondary school students, boutique tours, outdoor tours, study tours and parent-child tours will be launched. Fully integrate the resources of tourist elements such as air tickets, hotels and scenic spots tickets, increase the intensity of tourism benefiting the people, and promote the release of market demand and the rebound of tourism consumption.

In short, canceling the "asterisk" mark on the travel card is not only to remove the star from the communication travel card, but also to remove the "star" from the epidemic prevention and control measures in various places. Only in this way can we guarantee people's travel and add vitality to the accelerated recovery and revitalization of tourism.