Camping is on fire, the farm is hanging by a thread, the local tour has turned over, and the tourism industry has jumped.

0 1 outbound travel enterprises are forced to become local tourism developers.

Recently, I opened my circle of friends every day, and the screen was full of keywords such as cycling, camping, outdoor, tents and so on. Major tourism enterprises have launched "tourism+"products based on serving local customers, such as research, summer camp, camping and outdoor activities. Camping has been a mess for two years. It is reported that in 2020, campsite enterprises achieved the largest growth rate in 10 years, and in 202 10/0 years, the number of registered enterprises was the largest, and capital also flocked to the camping track.

Both the cabin and the children's slide have rabbit elements, which are quite childlike.

Boy, a miniature Eiffel Tower has also been built. If you can't go to France, just pretend to be in Paris.

The farm also raises sika deer, grass mud horse alpaca, swan and other small animals, and children can feed them themselves. According to Zhongxin's official statement, yowza De Farm is committed to creating a distinctive world-themed parent-child farm. By integrating resources with overseas tourism bureaus, it will create a diversified consumption scene with the theme of 1 month 1 day and the integration of business travel culture. I translated it in plain language: farm animals+children's amusement facilities+world famous tourist landmarks+eating, drinking and having fun+group building games. In addition to collecting tickets from tourists, they also ask for money from overseas tourism bureaus. Whoever gives money will be given a theme month, which is the same as Zhongxin's original store theme month marketing idea.

We will wait and see how the market reaction of this project is, whether to buy it or not. In any case, under the pressure of the epidemic, Zhongxin has taken a tentative step from an outbound travel service provider to a local tourist attraction developer. In the past two years, the COVID-19 epidemic has completely subverted the contempt chain originally formed by tourism enterprises. The local tyrant tour, which used to stand at the bottom of the contempt chain and was even ignored by big companies, finally turned over.

02 Travel Agency's Past Disdain Chain

In other words, when I just graduated from college and worked in a large international travel agency, the chain of contempt between the business sectors of our company was like this.

Inbound tourism stands at the top of the contempt chain. In the original words of Oliver, a die-hard fan of mine and a former colleague who is engaged in inbound tourism, "We have never taken the outbound department and the domestic department seriously". Why is inbound tourism so awesome?

Compared with the other three brothers, only inbound tourism is engaged in foreign trade business, aiming at overseas customers, so the foreign language level of practitioners is also the highest. Inbound tourism bears the burden of earning foreign exchange for the motherland, especially in the era when China's economy is still very difficult. The foreign exchange earned by inbound tourism is very precious.

In the eighties and nineties, being able to work in an international travel agency was a very enviable job, and its status was equivalent to that of Internet giants such as Tencent and Ali. High income, high status, many opportunities to go abroad, and free travel throughout the country. At that time, the travel agency was a high-profit industry, even a profiteering industry. At that time, foreign language tour guide was also a glittering profession, with the status of national cadres and the nature of private diplomats' work. In addition to earning wages, western tourists also have the habit of tipping and are generous.

Because the threshold of inbound tourism is relatively high and the qualifications of practitioners are high, the market competition is not as big as that of citizen tourism. Therefore, inbound tourism also stands at the top of the contempt chain with head held high. However, with the gradual shrinkage of the inbound tourism market, this top spot can't hold on.

Outbound travel, inter-provincial travel and local travel services are all aimed at China citizens. Why is there a chain of contempt? What makes outbound tourists better than domestic tourists?

Outbound travel is to send China people abroad. First of all, it sounds very advanced, and the unit price of customers is generally higher than that of domestic tours. The most important thing is that the qualification examination and approval conditions of outbound travel agencies are far more complicated and strict than those of domestic agents, which require a quality guarantee of 6.5438+0.2 million yuan, and there are also strict conditions for examination and approval. In addition, outbound travel also faces many operational difficulties, such as obtaining visas and purchasing international air tickets, which makes the market concentration of outbound travel much higher than domestic travel, and the degree of involution is not as serious as domestic travel. Therefore, outbound tourists generally have a certain sense of superiority than domestic tourists.

Standing on the third floor of the contempt chain is the domestic inter-provincial tour. This is from the perspective of the group club. They have local tourists in their hands and can be Party A in front of the land agency, so they despise the third floor of the chain home.

At that time, local tours were standing at the bottom of the contempt chain, such as one-day tour in the city and one-day tour around the city. How much do you despise? I despise many large travel companies and simply give up this market.

At that time, in Tiananmen Square, Wangfujing Street and other places where foreign tourists were concentrated, small advertisements for one-day trips in Beijing were everywhere, all of which were fake Gui Li, stealing the name of junior high school students to attract guests. The business threshold of local one-day tour is the lowest, so the most chaotic thing is mixed fish and dragons. These fake Gui Li have destroyed the local one-day tour market in Beijing. In order to get rid of the relationship with fakes and facilitate consumers to identify the authenticity, some large travel companies simply give up local travel business. Anyway, the local tour can't make much money, and there is not enough time to clarify and explain with the guests. However, who would have thought that under the strict epidemic prevention policies in various places, the chain of contempt for travel companies has been turned upside down.

Thirty years in Hedong and thirty years in Hexi, the contempt of tourism has gone up under the epidemic.

Nowadays, domestic tourism has become a hot topic for many tourism enterprises. A large number of practitioners who were originally only engaged in outbound or inbound tourism had to join the competition queue and try their best to share a piece of the action. I feel that the contempt chain of today's tourism enterprises has probably become like this.

The local tour completely turned over, ranking first in the contempt chain. Inter-provincial travel is close behind. Entry and exit, once the brother of the international tourism industry, is now my brother, falling to the bottom of the contempt chain.

The COVID-19 epidemic has been raging for two and a half years. Under the strict entry-exit control in China, the opening of entry-exit tourism is far away. However, the increase of epidemic prevention policies in various places has seriously hindered the flow of people across provinces, resulting in intermittent inter-provincial travel. Helpless travel companies have to spend all their energy on studying how to build local tourism products and how to serve local customers well.

It is the most stable business for local people to travel locally in recent years, and it is also a helpless move. However, it has greatly promoted the intensive cultivation of local tourism products and promoted the upgrading iteration of local gameplay. The local tour products launched by travel agencies have changed a lot compared with the past. It is no longer a simple series of scenic spots, but also a driver's guide.

Now is the time to fight for resources, plans and funds. I have noticed that many travel companies have some exclusive resources, such as homestays and camps. Travel agencies are no longer just a service intermediary, but invest more money to directly participate in the creation of tourism products. For example, the cycling products introduced in the last tweet need to purchase a batch of power-assisted bicycles, and Zhongxin's yowza farm is even more generous, investing a lot of money in development and construction.

In my opinion, local tourism is actually the future development direction of tourism enterprises, even after the epidemic.

The essence of the traditional travel agency's play in these decades is based on opaque information and asymmetric information. In the era of mobile internet, I believe that the term group society will probably lie in the history museum in the future. In the Internet age, information is extremely transparent, and time and space restrictions are broken. Each company can conduct direct sales through its own private domain traffic and e-commerce platform. In the future, whether it is an outbound tour or a domestic tour, tourists only need to buy large-scale transportation and find a destination travel service provider. Therefore, I might as well boldly predict that local tourism products will occupy the top of the contempt chain not only at the moment when the epidemic is raging, but also in the future after the epidemic is over.

He is my brother, a pair of inbound and outbound tourists, who was hit hardest by the COVID-19 epidemic, so you can hold your head and cry. The opening hours of inbound and outbound tours should be the same, because the resources of international flights are the same, and so are the epidemic prevention requirements for tourists in China.

If the two brothers insist on competing with each other, who will be worse? Personally, I think outbound travel will be worse. The reasons are as follows.

First of all, crooked nuts and China people have very different ideas about the COVID-19 epidemic and life.

Once the days of entry quarantine are reduced to an acceptable range, such as nucleic acid testing when entering the country, and the nucleic acid results come out, you can move freely. At this time, you can travel abroad.

Crooked nuts are not afraid to travel to China. They have been lying flat for a long time. Some people may have been infected with COVID-19 virus for several rounds, and they have healed themselves for several rounds. The idea of people in western countries is that life is precious and the price of freedom is higher. They didn't take COVID-19 too seriously from the beginning.

People in China are different. Even if outbound tourism is opened, there may be many people who are afraid to travel out of fear of foreign epidemics, especially the elderly. Many people have not been vaccinated, but the elderly are a major force of outbound tourists in China.

Secondly, our government has different attitudes towards inbound tourism and outbound tourism.

It is in China's economic interest to develop inbound tourism, because inbound tourism is a tourism service industry exported to China. Earning foreign exchange reserves for the country can promote economic growth and employment. Therefore, the China government will not artificially set up obstacles for the development of inbound tourism. However, foreign tourists' respective countries will not have policies to restrict people from traveling abroad. Therefore, as long as the country is open, inbound tourism can be restarted, and the rest depends on whether our tourism marketing means can attract them.

As long as the crooked nut is willing to visit China, our government's attitude is definitely welcome. Of course, there will be corresponding epidemic prevention requirements. I guess it's a three-piece suit: after vaccination, the nucleic acid test is negative, and it's quarantined for n days after entry. At present, the number of days of quarantine after entry has been reduced to 7 days, and may be further reduced to an operable and acceptable standard in the future.

The purpose of developing outbound tourism is to promote the economic growth of other countries. Our country really doesn't want everyone to go out and wants to keep consumption at home. Therefore, even if outbound travel has been liberalized in name in the future, the state can still intervene and restrict people from going abroad in various ways, such as what is being used now:

Strictly change your passport, and don't change your passport for unnecessary reasons; Strict interrogation during border inspection, and no exit without necessary reasons; Give administrative orders to people in the system (civil servants, business editors, state-owned enterprises), keep passports in a unified way, and forbid them to go abroad, so that the family members of people in the system are also controlled, because it is boring for a person to travel abroad; Control tourism enterprises and set strict requirements on team size and vacancy rate.

After such a wave of operations, people who can go abroad freely will be controlled in a small range. This is why I think the situation of outbound tourism is worse than that of inbound tourism. It is really unexpected that the once-beautiful outbound tour has now fallen to the bottom of the tourism contempt chain. A sigh.

At the end of the article, I think of two lyrics from a TV series I watched as a child, which is very appropriate here.

Thirty years in Hedong, thirty years in Hexi, a phoenix is not as good as a chicken.

Thirty years in Hedong, thirty years in Hexi, and there is a natural cycle in spring, summer, autumn and winter.