Tourism recovery: seize the opportunity to recover quickly

This round of epidemic still has an important impact on the economy. The epidemic has been going on for three years, and the industry t

Tourism recovery: seize the opportunity to recover quickly

This round of epidemic still has an important impact on the economy. The epidemic has been going on for three years, and the industry that has been hit hardest must be tourism. From the peak of 20 19 to the current depression, Lan Yu Cultural Theme Development and Design Institute and other tourism practitioners have been looking for a way out for tourism, or waiting for the turn of the epidemic.

The epidemic has not stopped people's yearning and expectation for tourism. With the changes of the industry itself and the support of policies, the tourism industry is slowly welcoming the turning point.

First, the market is gradually picking up.

Under the epidemic, travel agencies, scenic spots, hotels, tourism enterprises, etc. Lost the steady passenger flow, faced with more operational uncertainty. For those who love to travel, there is no "trip to go", only a long wait before the "restart" of tourism.

Intermittent epidemic basically stopped people's travel abroad, and domestic long-distance travel was also greatly affected. The small outbreak of intermediate tourism benefited from short-distance travel. For example, Zhou Bianyou and camping holidays, which were popular some time ago, injected a shot in the arm into the tourism industry.

Since the beginning of this year, the epidemic situation has been repeated in various places, and the tourism market is obviously colder than last year. According to the data of the Ministry of Culture and Tourism, during the Dragon Boat Festival holiday, there were 796 domestic trips10000 person-times, down 10.7% year-on-year, and domestic tourism revenue was 25.82 billion yuan, down 12.2% year-on-year, but overall it recovered from Qingming holiday and May Day holiday. Ctrip's "2022 Dragon Boat Festival Holiday Tourism Big Data" shows that the total order volume of Dragon Boat Festival holiday has increased by more than 30% compared with Qingming holiday, and the hotel and air ticket bookings have increased by double digits compared with Qingming holiday. Domestic inter-provincial team tours account for nearly 80% of the group tour business, which is more than 20% higher than the Qingming holiday. Tourism practitioners generally believe that there is a "warming signal" in the tourism market.

Lan Yu Cultural Theme Development and Design Institute believes that with the arrival of summer vacation, the market of graduation tour, summer vacation tour and parent-child tour will also usher in a wave of rise. According to the Forecast Report of Summer Tourism Trend in 2022 released by Tuniu Travel Network, this summer, with the adjustment of the "fuse" mechanism of inter-provincial travel, people's travel days and travel distances have been significantly extended, and long-distance tours and group tours have ushered in a booking boom.

Recently, various places have launched summer rural leisure, parent-child research and other aspects of tourism routes, and issued "gift packages" such as free tickets and price reduction promotions in scenic spots to further encourage tourism consumption. Zhejiang, Yunnan, Shandong, Hubei and other provinces and cities successively launched tourist vouchers in June, and well-known scenic spots such as Huangguoshu Waterfall in Guizhou, Huashan Mountain in Shaanxi and Gulangyu Island in Xiamen successively announced that they were free for tourists.

Travel agencies and travel platforms around the country are also actively deploying summer travel products. Ctrip launched the Summer Tourism Festival in mid-June, and launched the star content "Planting Grass" travel topic and cross-border linkage with the game ip. Flying Pig Travel said that during the "June 18" period, packages related to parks, museums, RVs, cruises and camping will be launched. These new measures and new products will further release the tourism consumption potential.

Behind the free is the dilemma of passenger flow. Attracting more tourists for free and trying to earn tickets back in the second elimination may be the real idea behind many scenic spots. For the tourism industry, the importance of "two elimination" is self-evident. This may boost the rapid growth of tourism and get rid of the dependence on tickets, thus achieving long-term benign development.

Second, industry adjustment.

After three years of tossing, the tourism industry can be described as a big wave, and tour guides who changed careers abound. Practitioners who continue to adhere to the tourism industry through live broadcast and new media are gradually exploring their way out. On the other hand, tourism may also face the dilemma of no successor. After three years of epidemic, the number of students majoring in tourism has dropped sharply, and the lack of professionals has made the tourism industry worse.

The empowerment of the Internet has also brought new ideas to the tourism industry. Recently, scenic spots, tour guides and travel platforms have explored online operations, learned live broadcasts, made short videos, and started the mode of "cloud" tourism and "planting grass". On the live broadcast platform, tour guides show tourists around the mountains, explain humanistic knowledge, enjoy performances, organize groups online, help fans book tickets and cars, and "drain" offline travel. The combination of online and offline tourism has brought about the change of profit model and the innovation of business model, which will also become a new test.

Third, policies help tourism enterprises tide over the difficulties.

"Not long ago, the travel agency received a temporary deposit for the quality of tourism services. This kind of' real money and silver' rescue measures came in time and helped us regain our confidence and tide over the difficulties. " Zhou Xin, general manager of Henan Lv You International Travel Service Co., Ltd. said that last year, after receiving the 80% quality deposit that was temporarily refunded, the travel agency paid the employees' wages and paid the rent and other expenses in time. This year, the quality guarantee ratio of travel agencies has increased to 100%, which further eased their financial pressure and increased their confidence in launching new products for summer vacation tourism.

In April this year, the Ministry of Culture and Tourism issued the Notice on Further Adjusting the Relevant Policies of Temporary Refund of Tourism Service Quality Margin, and the proportion of quality margin was increased from 80% to 100%. In addition, since the beginning of this year, government departments have issued a number of policies to support the development of tourism-the National Development and Reform Commission and the Ministry of Culture and Tourism have issued "Several Policies on Promoting the Recovery and Development of Difficult Services Industries", and listed seven policies to solve the difficulties of tourism, including temporarily withdrawing quality deposit, delaying payment of insurance premiums, and strengthening financial support. The Opinions on Further Releasing Consumption Potential and Promoting Sustainable Consumption Recovery issued by the State Council specifically pointed out that measures should be taken to help poor industries such as catering, retail, tourism, civil aviation and highway, waterway and railway transportation. These policies have eased the current difficulties of many cultural tourism enterprises, helped them to resume work and open up in an orderly manner, and promoted the recovery and development of tourism.

"These policies have created better conditions for further stimulating tourism consumption activities." Shi Peihua, director of the Collaborative Innovation Center of Modern Tourism Development Department of Nankai University, pointed out that "accurate and powerful financial policies for cultural tourism enterprises have also been introduced in various places, which have played an important role in stabilizing the capital chain, enhancing the viability of the epidemic, maintaining basic service functions, stabilizing the main players in the tourism market, especially stabilizing tourism employment and protecting the main force of tourism services."

"While making good use of the policy assistance toolkit, small and medium-sized tourism enterprises can also take advantage of the advantages of platform-based tourism enterprises in resource integration, product packaging and standardized services. And expand the income and realization channels through the industrial chain self-help. " Zhang Zhining, deputy director of the Strategic Research Center of Ctrip Research Institute, said that in the past two years, Ctrip platform has helped businesses reduce burdens, improve quality and increase income through product innovation, and achieved good results.

Fourth, self-reliance of enterprises is the key to extricating themselves from difficulties.

The front is more about the general situation of the market Generally speaking, Lan Yu Cultural Theme Development and Design Institute believes that the tourism market is gradually recovering. However, the recovery of the overall market is not equal to the recovery of a single scenic spot tourism company, which tends to be cautious and it is difficult for the industry to recover quickly. On the whole, we can consider the following aspects.

1

Update project

During the epidemic, many exhibition forms and projects shine brilliantly, and the super-universe and immersive light and shadow experience are very popular. However, we believe that enterprises should not blindly launch this network celebrity-level project, but should practice their internal strength, start from their own IP, and tell IP stories closely around the theme. The core of updating the project is not to update the display form, but to enhance the soul. Only by introducing new IP or combining the existing IP with the latest exhibition form can we successfully create a wonderful project with soul.

2

Explore talents

Shortage of manpower will be an important problem in this industry. According to the current situation of foreign tourism after the epidemic, tourism is facing the problem of talent shortage. Previously, tourism professionals found more stable and suitable jobs in other industries, and their willingness to return to the industry gradually faded. The epidemic situation in China has basically been effectively controlled, and major scenic spots have been reopened. In this context, our tourism industry may also face the problem of manpower shortage. This requires us to improve the operation mode, explore tourism talents, seize industry opportunities and resume operations as soon as possible.

three

Arrange tourism reasonably and take prevention and control measures.

After the epidemic, people's travel mentality may change. Travel agencies should continue to provide quality services, change the tour routes in time according to the needs of tourists, and arrange tourist attractions reasonably. After the epidemic, tourists may prefer scenery and immersive tourism. Of course, the carnival release project is also expected to break out. At the same time, there is still the risk of an outbreak. In the process of organizing tourists to visit, we must pay attention to the requirements of protective measures.

The article was adapted from Guangming Daily.

Key words: Lan Yu culture, winery design, museum design, exhibition hall design, industrial tourism design, cultural industrial park design, characteristic industrial park design, characteristic cultural tourism town design, winery tour design, factory return tour design, interior design, architectural design, planning design and environmental design.