202 1 Is there still a play for outbound travel?

The epidemic situation is still the biggest uncertain factor in the domestic tourism market. However, the epidemic situation in China is controllable, which makes many people have confidence in the long-term development of the tourism market. For example, the return of outbound travel and overseas high-end consumer demand to China is a major certainty increase in the domestic market. However, as the epidemic continues, the overall recovery of the industry will still be a long process.

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Text | Financial reporter Yang Lizhen

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After suffering from the epidemic for a year, the tourism industry is looking forward to turning over during the Spring Festival holiday of 20021,but unexpectedly, the epidemic rebounded in many places years ago. The call of "celebrating the New Year on the spot" has poured a bucket of cold water on tourism practitioners. According to reports, many people in the tourism industry take a holiday for the New Year in advance, and some even decide to take a holiday until May to choose a good opportunity.

The epidemic situation is still the biggest uncertain factor in the domestic tourism market. The travel confidence surveys conducted by McKinsey & Company 202 1 and 1 show that the confidence of domestic consumers in travel safety is lower than that of last year's National Day.

However, people in the tourism industry have also noticed that the epidemic situation is controllable in China as a whole, which makes many people have confidence in the long-term development of the tourism market. "In 2020, everyone stayed at home for epidemic prevention for a long time, which inhibited and delayed the travel plan. 202 1, there should be a more benign repair. " Chen Wei, global managing partner of McKinsey, said.

Outbound travel and overseas high-end consumer demand return to China, which is a major deterministic growth in the domestic market. This part of the demand is giving birth to the matching supply-skiing, diving, inland river cruises, luxury consumption players to accelerate the layout. Some duty-free shop practitioners said that they have been busy with Hainan tax-free projects, and their work intensity is no less than that of the Internet industry.

Even in the mass market, it is necessary to upgrade products and services because of oversupply. "You can only upgrade, or you will die." Chen Gang, CEO of Qunar.com, said in an interview with Caijing and other media that small enterprises should seize the window of these two years, provide additional services on the basis of low prices and explore diversified income sources. For example, on the basis of keeping the room clean and comfortable, a homestay can decorate some soft clothes that can impress consumers-even keep a few cats. "For young consumers, there is a big difference between keeping a cat in a homestay and not keeping a cat." Chen Gang said.

Is the outbound tour of 202 1 completely hopeless? Chen Yun believes that the answer is not an absolute negative. With the popularization of vaccines, outbound travel is still expected to be partially restarted in the second half of the year. Some countries in Europe and Asia have begun to explore or establish a travel bubble mechanism (cooperation between countries and regions with stable epidemics, allowing citizens to move freely without compulsory isolation). "For Macao, Hong Kong, Singapore and Thailand, tourism is an important local economic pillar. They want to promote cross-border tourism, but it depends on the effectiveness of epidemic prevention in various countries and the mutual understanding and mutual trust of governments on epidemic prevention standards."