What are the opportunities and impacts of developing international tourism service trade in China during the 13th Five-Year Plan period?

Related information: Analysis Report on the Market Prospect and Development Plan of China Tourism in the 13th Five-Year Plan by Prospective Industry Research Institute.

The 13th Five-Year Plan period will be a year of deepening economic transformation and reform in China, and so will tourism. With the continuous improvement of tourism status, the upgrading of tourism industry, the innovation and perfection of tourism elements, the combination of soft and hard tourism services and the rational development of tourism market ... tourism will become a veritable strategic pillar industry and modern service industry, playing an increasingly important role in transformation and upgrading, happy life and beautiful China construction. Breakthroughs in reform, development and innovation will be the key. This paper will comprehensively expound the reform direction and key points of tourism in the 13th Five-Year Plan from four aspects: development orientation, time dimension, promotion orientation and breakthrough field, with a view to contributing to the reform and development of tourism in the 13th Five-Year Plan.

First, innovative positioning.

Enhance the strategic position and build a discourse system. Tourism is an economical industry that can stimulate industry, expand investment and promote consumption, a comprehensive industry that can increase income, stimulate employment and make people happy, an ecological industry that can reduce consumption, beautify the environment and develop intensively, and a cultural industry that can inherit culture, innovate creatively and reshape value. It can be said that the development of tourism is inseparable from the strategies of economic prosperity, beautiful China, ecological civilization and cultural power. At present, China's tourism industry is in the further deepening stage of national tourism, and has become the world's largest domestic tourism market and the world's largest outbound tourism consumption market, which has attracted more and more attention. However, tourism is still in a relatively marginalized position in the discourse system of national strategy, generally at the third and fourth levels, and has not yet reached the first and second levels. Therefore, during the "Thirteenth Five-Year Plan" period, the discourse system of tourism should be constructed from the height of national strategy as a whole, and the top-level planning should be carried out from the aspects of economic and social environment integration to truly enhance the strategic position of tourism and make it truly play its comprehensive advantages. The whole discourse system should include the powerful engine of consumption economy, the new yardstick of happy life, the stage of folk diplomacy and the lubricant of harmonious society.

In the "Thirteenth Five-Year Plan" period, we should especially start with building national welfare and leading to a happy life. The ultimate goal of economic development is to live a happy life, and tourism is an important industry for lifestyle change and an important symbol of quality of life. Especially in the current background of service economy and experience economy, tourism has increasingly become a symbol of a happy life. During the "Thirteenth Five-Year Plan" period, it is necessary to improve the status of tourism from the perspective of quality of life and happiness, enhance the right to speak of tourism, promote clear requirements from the national level and policy level, and regard tourism as an important national welfare, as an important starting point and foothold for benefiting the whole people and a happy life, so that tourism can truly become an important indicator of the national happiness index and a happiness-oriented pillar industry benefiting the whole people.

Second, grasp two dimensions.

Grasp the time dimension and do in-depth research. The "Thirteenth Five-Year" tourism industry development plan should be based on the historical depth and future extension. It should be based on the evaluation, analysis and summary of tourism development in the past decade, and also face the prospect analysis of tourism development in the next decade. It is necessary to clarify the achievements, problems and stages of tourism, and then clarify its development trend, development fields and main goals. The development of the 13th Five-Year Plan should be planned in the time coordinates of the previous decade.

Grasp the spatial dimension and learn from experience. The "Thirteenth Five-Year Plan" for the development of tourism industry should be based on the development experience of different regional subjects, draw lessons from the experience and practices of China's developed tourism regions and international tourism powers, and plan the development of China's tourism industry in the spatial coordinates of local experience and successful practices of international experience. The "Thirteenth Five-Year Plan" period is a crucial period for the transformation and development of China's tourism industry. We should seize historical opportunities, consolidate development achievements, face up to development problems, sum up experience models, expand international horizons, and promote the more efficient development of tourism in the 13 th Five-Year Plan with typical driving and advanced guidance.

Third, make clear three orientations.

Goal-oriented, forward-looking and leading. Combined with the overall development goals such as a tourism power, a strategic pillar industry of the national economy and a modern service industry that people are more satisfied with, we can try to put forward more specific and innovative goals, such as building one of the five major tourism powers in the world in the next decade, implementing the national tourism quality plan, constructing the corresponding evaluation index system, improving service quality, comprehensive benefits and comprehensive competitiveness, etc.

Strategic orientation, practical promotion. Let the development of tourism closely integrate with the national strategy, respond to the economic strategy under the new normal of economic transformation, expanding domestic demand and stimulating consumption, respond to the ecological strategy of ecological civilization and beautiful China, respond to the people's livelihood strategy of happy life and people's livelihood projects, respond to the industrial strategy of cultural power and new urbanization, respond to the spatial strategy of the Belt and Road Initiative and the Yangtze River Economic Belt, and make overall consideration, focus on efforts and push forward pragmatically. Tourism has rich connotations and many systems, but it is actually fragmented in the national integration policy system. Tourism can be combined with ecology, cultural strategy and industry, but they are not dominant and seem to be everywhere, but they are not everywhere after refinement. How to bring tourism into the national strategy and form a complete policy system based on itself also needs attention.

Problem-oriented, look at the present. Through the longitudinal analysis of time dimension, the main problems and contradictions existing in the current development of China's tourism industry are clarified as the basis for putting forward tourism development planning policies and promoting projects in the 13 th Five-Year Plan. At present, the problems of China tourism mainly focus on three aspects:

First, at the level of supply and demand, the structural contradictions of tourism products are prominent, some are surplus and some are insufficient. On the one hand, there are some traditional elements such as travel agencies and hotels, on the other hand, the rapidly growing demand for popularization, personalization and experience of the people cannot be met, and high-quality holiday and leisure products are seriously insufficient; The contradiction of service structure is prominent, and tourists' travel mode is changed from line-led team travel mode to destination-led individual travel mode. However, the tourism service system and related supporting systems can not adapt to the coming era of individual tourism; The contradiction of consumption structure is prominent, and the actual consumption of tourism, entertainment, experience and culture is not high, but the rigid consumption expenditure such as transportation, accommodation and scenic spot tickets accounts for a high proportion; The contradiction of talent structure is prominent, and the matching degree between the talents trained by the school and the talents needed by practice is very poor, which makes it difficult to adapt to the rapidly changing tourism development situation.

Second, in terms of growth mode, tourism development in the past paid too much attention to economic orientation and investment orientation, and lacked quality orientation, people's livelihood orientation and service orientation. It is urgent to guide the tourism management mode to focus on management, software and service. Lack of scientific and technological innovation, high degree of marketization and modernization of tourism development, but relatively weak application of science and technology, business model, equipment manufacturing, tourism products, cultural creativity and other innovations combined with science and technology are still quite insufficient; The profit model is extensive. At present, the profit of China's tourism industry mainly depends on scenic spot tickets and land income, and the comprehensive profit chain has not yet formed. Large real estate and small tourism are very common, and scientific and sustainable tourism is not profitable.

Third, in terms of industrial benefits, whether it is economic benefits, brand benefits or ecological benefits, the contribution of tourism has not actually been widely recognized by society. From the perspective of other departments and the public, the tourism sector seems to pay more attention to the growth of the number of people and income, which makes tourism like development and destruction, but in fact, the comprehensive benefits of tourism are very prominent. During the "Thirteenth Five-Year Plan" period, there should be more indicators or contributions to evaluate the comprehensive benefits of tourism.

Fourth, achieve four breakthroughs.

A breakthrough in status. Really enhance the status of tourism, raise tourism to the new normal economic power, national economy and people's livelihood, and national welfare, incorporate tourism into the national welfare policy system, promote the transformation of tourism from industrial economic attributes to social attributes, people's livelihood attributes, and career attributes, and comprehensively plan paid vacations, study tours, and regional linkages. So that tourism can be truly integrated into the national strategic body.

Power breakthrough. The traditional driving force of economic development depends on two hands, one hand grasping the industrial economy and the other grasping the land finance. However, under the new normal development pattern, the engine role of these two hands is gradually weakening, and it is imperative to find a new economic-driven engine. As a powerful comprehensive driving industry, tourism can organically combine culture, ecology and people's livelihood and release efficient and comprehensive economic benefits. It is the best endogenous power in the new era. During the "Thirteenth Five-Year Plan" period, we should strengthen this concept, do a good job in policy design and industrial planning, clarify and rationalize the management system, let the government supervise according to law, let the enterprise market operate, let the association be spontaneous, and let the tourism industry play a more powerful role under the new normal.

Quality breakthrough. In the past, the development was still based on the idea of quantity, and more attention was paid to the construction of tangible content such as scenic spots, products and hotels. Generally speaking, the scale of China's tourism industry is improving, but the improvement of quality and service is still insufficient, especially the construction of service system and management system. It is necessary to regard the promotion of tourism services as an important aspect of China's tourism promotion during the 13 th Five-Year Plan period, and make a comprehensive breakthrough in combination with the entire public service system. Change from factor allocation to service system construction, do a good job in building industrial service system around industrial development, change from extensive service to fine service and high-quality service, combine personalized service with standardized service, and change from traditional service to professional service, and do a good job around the weak links of productive and consumer services such as tourism processing and manufacturing, tourism commodity design and production, and tourism planning and design.

Breakthroughs in science and education. In the national science and technology plan, tourism is still marginal and weak, so we should do a good job in science and technology support and education support, strengthen investment in tourism science and technology innovation at the national level, cultivate a number of innovative and influential national tourism research institutions, universities and new think tanks, and do a good job in the research and development and application of a number of new fields, new products, new projects and new technologies (such as smart tourism science and technology innovation, industrial integration, service construction, etc.). ), promote the efforts of Industry-University-Research integration.