Why are all provinces and cities across the country issuing travel cards?

Friends who travel frequently will find that in recent years, almost all provinces and cities across the country are applying for local or multi-city travel cards. One card can cover all the attractions in a province or a city. See It looks very attractive, so won’t the scenic spot lose money in this way?

What is the reason?

In fact, it is very simple. How many opportunities do you have to travel in a year? The vast majority of people only travel once or twice a year, and they are basically at work or school. Those who travel frequently are mostly retired elderly people, so applying for a card only costs one or two hundred yuan. Traveling to hundreds of attractions, in fact, if you don’t travel, you will be at a loss.

1. Policy support

Travel cards launched in various regions

In recent years, travel card products have added categories and iterative updates, and the market has gradually opened up.

·In August 2015, Article 12 of the "Several Opinions on Further Promoting Tourism Investment and Consumption" issued by the General Office of the State Council clearly stated: Strengthen cooperation with Internet companies and financial enterprises, and issue real-name national tourism certificates card, implement statutory preferential policies, and implement preferential merchant discounts.

In 2018, the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption" issued by the General Office of the State Council introduced consumption measures to benefit the people.

So far, the development of tourism cards, especially It is its unique attribute of benefiting the people and has received attention and recognition at the national level.

Provinces, cities, and counties such as Gansu, Ganzhou, Lishui, Hunan, Guangxi, Hainan and other places have successively launched all-in-one tourism cards. Some regions such as the "Capital Economic Circle" have launched the Beijing-Tianjin-Hebei Tourism Card.

2. Development process

Continuously improving in line with the times

The tourism card has been developed to this day. It has explored a variety of gameplay modes and adapted to the changing times.

NO.1, led by the "provincial, municipal and county" tourism authorities, with policy requirements and local characteristics. Inclusive, mainly for local residents and local school students, with different restrictions on the time or frequency of use; the second is local travel annual passes, such as Shaanxi annual travel passes.

NO.2, a tourist annual pass that is composed of several local annual passes. It is characterized by buying out a certain number of tickets for scenic spots. It is free for a single person to go to the scenic spot with the pass. The validity period is one natural year.

This move can stimulate the joint development of the tourism economy in multiple regions, and at the same time responds to the "Outline for Building a Powerful Transportation Nation": accelerating the development of new business formats and new models, and integrating the cultural and tourism rights of free tickets for regional scenic spots and bus and subway access in multiple cities. A multi-functional card that integrates transportation rights and interests.

NO.3, a national product. It mainly involves tourism companies and scenic spots to enter into cooperative relationships. There is no economic exchange, and the card holders are allowed to use the product through its own rules. People enjoy the discounts of scenic spots and bring more passenger flow to the scenic spots. Therefore, it has four characteristics: free tickets for members, discounts for peers, universal use on holidays, and universal use nationwide. The product is valid for one year from the purchase, and is not bound by the sales cycle and the scenic spot buyout policy. .

NO.4, a comprehensive electronic card that has appeared in recent years. At this time, "tickets to benefit the people" are no longer its only function, but a platform-based smart tourism ecosystem with electronic cards as the main body.

With the development and construction of smart tourism, WiFi in scenic spots is basically covered, and smartphones are popularized, the electronic travel card comes into being. Or QR code verification and write-off

For example, in the "One Card Operation Plan" launched by Guangzhou Juyou Technology in All-Area Tourism, wisdom can be realized with the support of the regional All-Area Tourism Public Service Platform.

3. The significance of the one-stop card

"Integration + Innovation" is upgraded

In the public mind, the function of the one-stop travel card is to provide tourist attractions. Ticket discount services. In fact, the functions of the travel card are far more than this.

From a macro level:

First of all, the local tourism annual pass is a government project to benefit the people. . Allowing tourists to fully enjoy the development results of the cultural tourism industry is a move that conforms to public opinion.

Secondly, the tourism card is an important means to promote the transformation of local tourism economy. The implementation of the all-in-one tourism card can stimulate citizens' enthusiasm for traveling, promote the development of catering, accommodation, shopping, performing arts and other related industries in scenic spots, and indirectly promote consumption upgrades.

Thirdly, the travel card is an effective means of tourism marketing. The implementation of the tourism card can allow more citizens and tourists to understand local tourism resources, participate in hometown tourism development, and promote local tourism brands.

From a micro level:

The functions of travel cards are becoming more and more abundant, especially travel electronic cards with Internet genes, using technology to expand space and continuously incorporating more new functions, such as Audio guides, route optimization, self-driving services, etc. form a platform-based travel card.

From this point of view, the all-region tourism card is of great significance, but Juyou Technology found in the expansion of the card scenic spots: many areas will encounter large and popular scenic spots that are unwilling to affect the original customer base or divert tourists. cooperate.

In this regard, Zhan Dongmei, a researcher at the China Tourism Academy, said: "From the perspective of strengthening the stickiness between scenic spots and tourists, the tourism card is a good medium."

If a scenic spot only relies on its own marketing activities, the cost will be very high, the attraction will not be strong enough, and it will be difficult to reach tourists directly. The tourism card brings together a variety of rights and interests between scenic spots, especially the combination of various low-frequency rights and interests, which can produce high-frequency contacts. In this way, the connection between the scenic spots and tourists will become closer, that is, Improve the input-output ratio of tourism marketing.

4. Future trends

Broad prospects and fundamental services

Conform to the new trend of transformation and upgrading of cultural and tourism consumption, deepen the supply-side structure of culture and tourism fields With the reform, the market prospect of tourism card is broad, and scenic spots and tourist destinations should pay attention to this industry.

For example, the Beijing-Tianjin-Hebei region has successfully implemented regional interactive marketing through one-card products; and the Guangxi All-Area Tourism Annual Pass, which has sold more than 130,000 in January since its launch, bringing in 2,000 million tourism benefits.

How to create a tourism card product depends on local resource endowments, consumption habits, basic transportation and other factors. During the cooperation process, both parties should balance the distribution of interests. At the same time, local governments or key state-owned scenic spots, High-A-level tourist attractions should give full play to their unified and coordinating role and implement preferential measures, people-benefiting policies, marketing activities, etc., so that this card can truly play its role and truly benefit the people.