"National Brand" has become an important starting point for the supply-side structural reform of the tourism industry

The second batch of national all-region tourism demonstration zones, the new batch of national tourist resorts public list, the new batch of national 5A tourist attractions list... Recently, the Ministry of Culture and Tourism has announced a batch of The list of national tourism brands marks the further improvement of the construction of my country's multi-level tourism product system. The "national brand" tourism product system has improved both in quality and structure, and has been optimized in structure, which better meets the increasingly diversified and upgrading needs of mass tourism.

Enrich supply to meet public demand

"National" tourism brands such as A-level scenic spots, national tourist resorts, and national all-region tourism demonstration areas are important supports for my country's tourism product system , is an important starting point to promote the supply-side structural reform of the tourism industry.

With the announcement of the second batch of national all-region tourism demonstration zones, there are 168 national all-region tourism demonstration zones. Each demonstration zone has accumulated rich experience in the integrated development of culture and tourism, tourism to help the poor and enrich the people, urban and rural coordination, ecological protection, scenic city construction and enjoyment, leisure and vacation, resource transformation, border development and opening, etc., and provides tourists with High-quality all-region tourism services.

After the announcement of a new batch of national-level tourist resorts, the total number of national-level tourist resorts has reached 45. At present, the Ministry of Culture and Tourism has issued the "National Tourism Resort Management Measures", established a dynamic management mechanism with incoming and outgoing, and carried out review and inspection to ensure the quality of the resort.

According to the "2019-2020 China Tourist Attractions Development Report" compiled by the Department of Resource Development of the Ministry of Culture and Tourism, as of the end of 2019, there were 12,402 A-level scenic spots nationwide, including 280 5A-level scenic spots. . According to the "2019 Statistical Bulletin on Culture and Tourism Development" issued by the Ministry of Culture and Tourism, in 2019, the total number of visitors to national A-level tourist attractions was 6.475 billion, an increase of 7.5% over the previous year, and tourism revenue was 506.572 billion yuan, an increase of 7.6% .

Regarding the recently announced list of national tourism brands, Zhou Bing, chairman of Shaanxi Tourism Group Co., Ltd., believes that when the tourism industry has been affected by the epidemic, the announcement of this list will undoubtedly be inspiring. The role of the human heart. Regardless of the internal and external environment, my country's tourism industry still has considerable room for improvement. System thinking and system construction still have a long way to go. There is still a lot of "real skill" that needs to be cultivated to improve the overall level of the industry.

Polish the brand and improve the quality of supply

In the construction of a multi-level tourism product system, the industry strives to create high-quality tourism products. In particular, the "Guozihao" brand has established a good image in the minds of the public.

In the context of the increasingly perfect multi-level tourism product system of points, lines and surfaces, how can A-level scenic spots highlight their own advantages? The newly promoted 5A-level scenic spot and Chishui Danxia Tourist Area in Zunyi City, Guizhou Province have been explored. "We must further improve the service quality of scenic spots, strictly manage and train, renovate and upgrade infrastructure, and fully demonstrate the standards of 5A scenic spots. We must continue to launch unique tourism experiences to meet the personalized needs of tourists. We must take a long-term view and achieve economic, social and ecological benefits. Balanced." said the relevant person in charge of Chishui Tourism Development Co., Ltd.

Regarding how to highlight the advantages of resorts and maintain the brand of resorts in the new development pattern, the relevant person in charge of the newly promoted national tourist resort and Sanqingshan Jinsha Tourist Resort in Shangrao City proposed that it should be "green and healthy" "" is the concept, giving full play to the advantages of climate and ecological environment, enriching product types, and achieving characteristic and high-quality development. At the same time, we should focus on improving service quality, optimizing reception services, focusing on the construction of the "fast travel and slow travel" system and the coordination and improvement of the surrounding environment, and promoting the full coverage of smart tourism; purifying the tourism environment, strengthening tourism safety management, establishing an efficient tourism complaint handling mechanism, and strengthening Strengthen law enforcement inspections and supervision in the tourism market; improve service facilities, and accelerate the improvement of supporting facilities such as tourist roads, public toilets, and parking lots.

Qingpu District, Shanghai, is a new national comprehensive tourism demonstration area. Regarding building a global tourism brand, Shen Qiujuan, Secretary of the Party Leadership Group and Director of the Qingpu District Culture and Tourism Bureau, said that Qingpu District is the location of the China International Import Expo pavilion and an important place for the integrated development of the Yangtze River Delta. In the next step, Qingpu District will amplify the spillover effect of the CIIE, connect with the Hongqiao Business District, continue to promote the construction of an urban tourist area around the National Convention and Exhibition Center, and create an all-region exhibition and business tourism system; relying on the resource advantages of Qingpu New City's river network, it will integrate host and guest* **Enjoy and water city integration concepts to create an ecological, cultural and leisure park gathering area; we will actively promote the integrated development of the Yangtze River Delta and regional linkage to accelerate the creation of a "Jiangnan Water Town Living Room", especially focusing on the Dianshan Lake area, taking the Zhujiajiao Ancient Town as a guide to create a well-known The Lake District promotes the high-quality development of tourism in the entire region.

Study trends and optimize destination creation

my country’s mass tourism has a good momentum of development, and tourism has increasingly become an indispensable part of public life.

In the face of ever-changing development trends, the creation of tourist destinations requires scientific judgment and careful polishing.

Xie Meng, vice chairman and executive director of Zhengjia Group, believes that tourism destination creation can continue to try and innovate in the direction of integrating culture, business and tourism. To achieve long-term development, tourism destinations must establish "mental links" with consumers, and the integration of culture, business and tourism is an effective way to enhance consumers' in-depth experience. Xie Meng suggested that we should make full use of various cultural and tourism resources, devote ourselves to creating the overall culture and tourism atmosphere of the destination, and improve the tourism environment; increase efforts to develop tourism auxiliary products and strengthen IP creation; dig into the cultural connotation and create flagship products, Innovate and optimize the product structure of tourist destinations; promote agglomeration development, create a number of tourist consumption gathering experience areas, and achieve positive spatial linkage.

"Under the influence of comprehensive factors such as the epidemic, tourists' consumption decisions have emerged as a new trend, shifting from price-sensitive to safety-sensitive and quality-sensitive, and no longer blindly looking at price. From the age level,' Generation Z is not only sensitive to price, but also to quality. " Xu Zhenyan, senior public relations manager of Qunar.com, believes that in the future, online travel agencies will help tourists discover absolutely low-priced products while working together with destinations to achieve quality upgrades. Meets consumer upgrade needs.

Author: Li Zhigang, Liu Yazi, Zhou Chen and Ding Ning

National Industrial and Economic Platform contact number: 010-65367702, email: hz@people-energy.com.cn, address: Chaoyang District, Beijing People's Daily, No. 2 Jintai West Road