Why is 20 16 the first year of tourism ip?

20 16 is the first year of the 13th Five-Year Plan, the first year of the "5 15 strategy" and the year of the transformation of China's tourism industry. In May, the first World Tourism Development Conference, co-sponsored by the China Municipal Government and the United Nations World Tourism Organization and undertaken by the National Tourism Administration, will be held in Beijing. This will be a historic event with globalization, grand strategy and high standards, and it will also be a major event in the world tourism industry. For tourism practitioners, we should also take this conference as an opportunity to sum up and review, make preparations and seek new development.

"The world is so big, I want to see it." This sentence is becoming a declaration of tourists in the new era, and it also indicates the arrival of a new era of tourism. In the past ten years, China's tourism industry has developed at an alarming rate, the market demand is increasing, and people's tourism concept is also upgrading. Nowadays, tourism is not only an accessory to improve the quality of life, but also a necessity. For this reason, the traditional way of traveling with a group has long been unable to meet the growing diversified and personalized needs of tourists, and free travel came into being. When the tourism market enters the era of individual tourists, self-help travel or even self-help travel is the most talked about way and goal for tourists. Tony Leung Chiu Wai's petty bourgeoisie style "flying to feed pigeons" is no longer just a ridicule, but a new way of tourism that people yearn for and pursue; A luxurious first-class flight, a unique hotel, an elegant English afternoon tea, a delicious dinner with local flavor, and even a square with pigeons and a wishing pool can all constitute a new scenic spot-free tour.

Once, tourism was just an unreachable luxury; Nowadays, tourism has become a normal life choice and an indispensable leisure necessity. Once, tourism just followed the team and stopped when it arrived; Nowadays, the boundary of a single scenic spot is gradually broken through by the concept of "global tourism", and tourism is developing in many dimensions such as breadth, depth, freedom and experience.

From 265438 to the beginning of the 20th century, the proportion of individual travelers increased rapidly, and the era of independent travel, go on road trip, parent-child travel, theme travel and customized travel began. The combination of eating, living, traveling, traveling, entertainment and shopping is becoming more and more diversified, the multi-level system of "tourism+"is constantly improving, and the connotation and extension of tourism elements are constantly expanding. With the rapid development of tourism community economy, tourists no longer meet the basic needs, and tourism has become a group of people who go out to work; Not satisfied with the tour guide just introducing scenic spots, they need a tour guide to lead them to take pictures and pose, driving them crazy; Not satisfied with the accommodation, just three or four stars, need characteristics; Not satisfied with eating box lunch, but need local food; Not meeting the order is just a dialogue between man and machine, which requires the temperature of face-to-face between people.

Why is this happening? If the word 1 is used to describe the future tourism development trend and the core pursuit of tourism, it is IP (intellectual property). What is IP? The so-called IP, literally translated, is intellectual property, an intangible property right, also known as intellectual property. Generally speaking, intellectual property rights are the exclusive rights of intellectual labor achievements created by human beings in social practice. For this reason, IP represents individuality and scarcity, embodies the core value of goods, and can resolve the price war of homogenization.

The combination of IP and tourism has been a pioneer in the world. For example, Kumamon's popularity in Asia is to create regional popularity through the combination of animation IP+ virtual stars+tourism, which will bring economic benefits of 654.38+020 billion yen to the local area within two years. Disney has also achieved great success by combining super IP communication such as movies and cartoons with tourist parks and mascots to support industrial operations.

At present, China's tourism industry is only in the stage of marketing through IP, which is in the primary state. In the future, IP will gradually penetrate into every link of products, services and even tourism, including tour guides, scenic spots, hotels, shops, shopping, restaurants and so on.

The first World Tourism Development Conference was held in Beijing, which in itself is the affirmation and trust of China's tourism development. At present, China's domestic tourism, outbound tourism, domestic tourism consumption and overseas tourism consumption have all become the first in the world, which is an important engine for the development of world tourism. At the same time, the holding of the conference in Beijing will certainly bring more opportunities for the development of China's tourism industry, share and exchange global tourism development experiences with other countries, promote international tourism cooperation, and explore future tourism development models.

Jingyu Group will also cherish this platform, learn from each other's strengths and seek opportunities. At present, Jingyu has incorporated IP building into its development strategy. For more than ten years, the scenic spot has initially formed a tourism O2O one-stop service ecosystem with tourism planning, brand marketing, e-commerce, scenic spot operation management, private brand investment promotion and tent hotel as its core. 20 16 is jingyu's IP year, which will strengthen its three major IP brands: channel IP brand and donkey mother; Service IP brand, Qichuang marketing, scenic spot tourism; Create your own IP brand, tent guests, etc.

20 16 will be the first year of tourism IP, and those who get IP will win the world. In the future, Jingyu Group's vision will be further extended to the happy industry and the happy industry, connecting IP in all directions, creating new IP, awakening sleeping resources and continuously delivering happiness to tourists. Under the spring breeze of the World Tourism Development Conference, Jingyu is willing to join hands with the tourism industry to better export wisdom and energy in the great wave of supply-side structural reform in China and build a strong IP for China tourism.