After resuming cross-provincial travel, you still need to stay awake after "spreading happiness"

According to reports, a few days ago, the Ministry of Culture and Tourism issued the "Notice on Promoting Tourism Enterprises to Expand their Resumption of Work" (hereinafter referred to as the "Notice"), officially resuming cross-provincial (autonomous regions and municipalities) team tourism. After the tourism industry pressed the pause button 100 for more than a few days, the domestic cross-provincial tour finally ushered in a formal "thaw".

Responding to the long-awaited tourism aspirations of the general public, the tourism industry that has fallen into the cold winter due to the epidemic quickly triggered a "cardiotonic effect." After the publication of the Notice, the number of domestic instant searches for group tours and free travel surged five times compared with that before opening. The real-time search volume of tourism e-commerce, hotels, civil aviation and other direct benefit sectors has also increased rapidly, and related topics have rushed to major hot searches.

In fact, as early as March this year, with the gradual progress of resumption of work and production, many scenic spots in China have been reopened in an orderly manner. Before and after the Qingming small holiday, various localities further introduced policies to encourage the development of holiday economy and night economy, and group tours in Zhou Bianyou and the province continued to heat up. However, due to the fact that important travel modes such as inter-provincial travel have not been lifted, the public's enthusiasm for travel and the demand for resumption of production in the industry are still greatly suppressed. The promulgation of the "Notice" conforms to the objective reality of gradually opening up the space for public activities and prudently promoting the large-scale movement of personnel, and achieves a balance as much as possible in grasping the levers of epidemic prevention, protecting people's livelihood and promoting employment. The temporary adjustment of the structural contradiction between supply and demand is helpful to alleviate the anxiety and pressure of tourism development.

In the first half of the year, affected by the epidemic, the overall development speed of the tourism industry was sluggish, and many enterprises sought transformation through various forms to reserve their stamina. The public has been isolated at home for several months, and the "online grass planting" represented by "cloud" tourism, "cloud" exhibition and live broadcast with goods has developed greatly. "Internet of Everything" is projected into the field of tourism propaganda, which combines the advantages of both sides to the maximum extent. The online live broadcast of scenic spots has low operating cost and strong interactivity, which not only enhances the brand awareness, but also broadens the "fan" effect and conveys the sense of travel security and consumer confidence to consumers. It is a positive means to lock in future consumption expectations, and also lays a solid foundation for opening the door to welcome guests in the next step.

Since March this year, many places across the country have put forward opinions on flexible vacations to encourage the public to take flexible vacations; Issuing tourist vouchers in many places and planning influential cultural tourism consumption brands are all providing positive help for the tourism industry to return to the fast lane. The tourism industry should seize the important opportunity of "lifting the ban on cross-provincial travel", maintain its own brand, strengthen the management of various chaos, follow the trend and explore new ways of transformation, upgrading and development.

It is worth emphasizing that the liberalization of cross-provincial travel at this time does not mean that epidemic prevention can be "relieved". On the contrary, this requires us to predict and deal with all kinds of possible problems calmly with a more calm mind. The "Notice" clarifies that group tourism and "air ticket+hotel" business are not allowed in high-risk areas, and the inbound and outbound tourism business will not be resumed for the time being; Tourist attractions should continue to implement the requirements of "limited, reserved and peak-shifting", and the number of tourists received should be adjusted from 30% of the maximum carrying capacity to 50%. With the normalization of epidemic prevention and control, opening up cross-provincial tourism is tantamount to a big exam, which will provide a prediction and reference for the further thawing and recovery of China tourism in the future. All parties should actively and cautiously deal with this exam.

(Author: Li Yongjin, media commentator)