Can Zhou Border Tour to Save Tourism? The industry is eager to restart cross-provincial travel.

It has been a whole month since the May Day holiday ended. After the short-term passenger flow is restored, the tourism industry is still in a "low pressure" state. The industry's expectation for resuming inter-provincial tourism is more and more urgent.

"Our greatest expectation is that after the two sessions, the travel ban can be further relaxed. If it is possible to resume some cross-provincial tourism business activities in June, the hope of accelerating the recovery of the industry in the second half of the year is still relatively great, but it seems windy at present, but the news has not been confirmed, "some operators said in an interview with Lv Wen.

When everyone is talking about the recovery of the tourism industry, only when the enterprises themselves know how much this wave has recovered and to what extent it needs to be restored can they truly achieve "self-help".

0 1, May Day holiday limited "blood return"

When it comes to the recovery data of the May Day tourism market, people in the industry are optimistic. According to the data released by the Ministry of Culture and Tourism, the first national small holiday under the normalization of epidemic prevention and control received a total of domestic tourists1.1.50 billion person-times, and realized domestic tourism income of 47.56 billion yuan. Compared with the same period last year, the overall business has recovered by about 50%. Compared with the Qingming holiday, citizens' willingness to travel has also improved significantly.

So for tourism enterprises, what is the recovery degree of this May Day holiday? Has the recovery model started as reflected by industry data?

As an important destination of Zhou Bianyou in Beijing, Gubei Water Town officially reopened on April 23rd, and the passenger flow has been slowly recovering. The May Day holiday is the first peak of passenger flow after the park is closed for dozens of days, and the occupancy rate of hotels affiliated to the scenic spot exceeds 95%.

Zhou, general manager of Beijing Gubei Water Town Tourism Sales Company, said: "Under special circumstances, the recovery of passenger flow is not as good as expected in previous years. Originally, according to the requirements, the tourist flow in the scenic spot also needs to be limited by 30%. Judging from the May Day holiday, under the situation that the epidemic crisis has not been completely lifted, tourists' confidence in traveling has gradually recovered, but they pay more attention to safety and health issues than before. "

Compared with Gubei Water Town, the recovery of Shishi Ocean World in Quanzhou is slower. During the May Day period, only the outdoor part was opened and the indoor part was closed, accounting for one third of the exhibition area of the whole museum. In terms of passenger flow recovery, Li Bo, chairman and general manager of Quanzhou Shishi Ocean World, said that it only recovered to about 30% of the same period of last year, which was basically in line with the previous expectations of passenger flow recovery during the May Day holiday, and was based on the impact of the epidemic and the requirements of current restriction in scenic spots.

He further said that in the case that the epidemic risk has not been completely lifted, the tourists in the scenic spot are mainly short-distance tourists from local and surrounding cities, and the lack of inter-provincial and group tourists has a great impact on the scenic spot. Moreover, judging from the recovery of the market, the recovery of scenic spots will begin with natural scenery and outdoor display scenic spots. As an indoor scenic spot like the aquarium, the recovery speed is bound to be longer.

Travel agencies are also slow to "return blood." According to Xi Yuanming, director of Ranger Market Center, during the May Day holiday, the business in Zhou Bianyou, one of its core business segments, recovered to about 50% to 60%, but the outbound and domestic long-distance tours could not be restarted, so the overall business recovery progress of the company was not satisfactory.

"Everyone knows that the gross profit margin of the tourism industry is low, and high-priced outbound travel and domestic long-term products are more valued and relied on by travel agencies. If these two businesses are not resumed, travel agencies will not be on the right track of rapid recovery. However, the reality is that it will take a long time for outbound travel to resume. It's hard to say whether it can be opened this year. Domestic inter-provincial tourism has experienced a smooth transition during the May Day holiday, and it is more likely to be gradually liberalized. Therefore, the main battlefield this year will be the domestic tourism market. How to dig deep into Zhou Bianyou products and do a good job in the domestic tourism market will be an important business layout direction for travel agencies including Rangers. " Xi Yuanming said.

02. The public travel demand presents a new trend.

After the impact of the epidemic, it is not only tourism enterprises that need time to recover, but also consumers' confidence in traveling. If the purpose of mass travel before the epidemic is to broaden one's horizons, relax and enjoy life, then the epidemic crisis has come to an end and the purpose of travel has become to release pressure and get some air. Driven by such demand and restricted by the real environment, consumers' demand for tourism products is also changing obviously, paying more attention to quality and privacy of play.

As far as B&B business is concerned, B&B operators always want to stay and enjoy B&B itself as a destination, and the epidemic has accelerated the realization of this goal. Wang Qiqi, the founder of Seven Girls B&B brand in the suburbs of Beijing, told Lv Wen that one of the biggest feelings of this May Day holiday is that the guests will never go out after staying in B&B. They will definitely go to the scenic spots near Huairou before, and even focus on the itinerary of the scenic spots. This holiday, everyone stayed in the yard, and chatting with family and friends became the most important content. Obviously, we can feel that people are still concerned about the epidemic, but they need to come out to catch their breath after a long time.

The same is true for the choice of Zhou Bianyou products. Xi Yuanming said that in the past, Zhou Bianyou's products mainly traveled by bus, but this year's family-oriented small groups were more popular, and the sales of luxury small group products with higher prices increased significantly compared with the same period of last year, which was one of the most obvious changes in the tourism market after the epidemic, which was basically consistent with the previous judgment on the market. It is understood that in order to cope with this new trend, Ranger has undergone a brand-new upgrade during this period, positioning itself as a "fun theme travel platform" and will make a deeper layout on theme travel products.

This is also reflected in the May 1 business data of Zhongxin Tourism. According to Zhang Lei, senior vice president of Zhongxin Tourism Group, the focus of tourists during the May Day holiday this year is changing, and safety, health, green, ecology and environmental protection have become new demand points. When developing Zhou Bianyou products, Zhongxin Tourism also pays attention to integrating these elements. At present, Zhongxin Tourism has launched the Zhou Bianyou brand "Travel Notes for One Week" and the domestic landing group series product "Sahuaner China" in the domestic regional market. Both of them take "safety details, satisfaction guarantee, comfortable models, butler service, preferred hotels and transparent consumption" as the commitment standards, regularly disinfect vehicles every day, keep masks, hand sanitizers and body temperature guns at all times, give away travel accident insurance, pay in advance if you are dissatisfied, and so on.

Some experts in the industry told Lv Wen that under the normalization of epidemic prevention and control, the revitalization of tourism will inevitably be gradually realized according to the process from near to far, from sparse to dense. Local, peripheral and short-distance leisure tourism will become the main content of tourism consumption, which requires tourism enterprises to make changes in time to adapt to the new changes in market demand. Before the disaster, one of the first industries affected must be tourism, and this epidemic is no exception. Tourism suffered a fatal blow and made many sacrifices. The first May Day holiday under the normalization of epidemic prevention and control is only a recovery, not a revitalization. If you want to revitalize the tourism industry, you need more holidays to activate it, and the whole industry needs to make more efforts and changes.

03, eagerly looking forward to the "relaxation" of the inter-provincial travel ban.

At the just-concluded two sessions, Hong Chu, deputy director of the Standing Committee of Jiangxi Provincial People's Congress, Wu Guoping, deputy to the National People's Congress and chairman of Wuxi Lingshan Cultural Tourism Group Co., Ltd., and Huang Xihua, deputy to the National People's Congress and general manager of Guangdong Tourism Holding Group Co., Ltd. have jointly submitted the Proposal on Further Promoting the Recovery of Tourism after the Outbreak, one of which is to call on areas with low risks to take the lead in restoring inter-provincial tourism business.

In this regard, Zhang Lei said that the smooth implementation of the May Day holiday has played a positive role in further relaxing the control over tourism. I believe that under the orderly guidance of the government, tourism will further recover. Zhongxin Tourism is also increasing product research and development, giving full play to the advantages of national layout and creating a number of boutique domestic tourism products and projects. After the news of further lifting the ban is issued, we can meet the long-suppressed travel needs of tourists with the best products and services at the first time.

Xi Yuanming also said that after the two sessions, he hoped that the domestic tourism market would be further loosened, and some cross-provincial tours could be resumed conditionally, giving the industry some confidence. However, we can clearly feel that the impact of COVID-19 epidemic is more extensive and far-reaching than that caused by SARS 17 years ago, and it will take longer for the market to recover, so there will be no retaliatory tourism consumption. As an enterprise, we should be prepared to fight a "protracted war".

"In fact, the partial recovery of Zhou Bianyou can't maintain the normal operation of the company, so we made an extension of e-commerce business. Based on the characteristics of platform tourists, we will choose some products that meet the needs of tourists, such as outdoor equipment products recommended for outdoor enthusiasts, find ways to expand revenue channels and support enterprises to tide over this difficulty, but the goal of becoming the largest theme tour platform in China will not change because of the epidemic. "

Current-restricted scenic spots are also looking forward to the further liberalization of the market. Li Bo said that at present, he still has confidence in the recovery of tourism. Due to the particularity that people in scenic spots are easy to gather, it is actually a good thing to recycle carefully. Once the uncontrollable situation really occurs, it will be an unbearable loss for the scenic spot and tourists. I believe that after the May Day holiday, tourists' confidence in traveling will be further restored. As a scenic spot, what we can do is to further provide a safer playing environment. Once the market is liberalized, we can meet the needs of tourists.

Considering the current situation of global epidemic prevention and control and people's psychology, Li Bo predicts that the recovery period of indoor tourism industry will last until May next year 1 day, and will basically return to the basic level of 20 19 by the eleventh holiday next year at the earliest. The recovery period of outdoor scenic spots will be shortened by more than half compared with indoor ones, but the upper limit of people flow will continue to be controlled by the government for a certain period of time.

Recently, a news from the tourism industry said that ten regions will resume inter-provincial tourism in June, but no exact information about this news was found in the official media of relevant departments. But even rumors have made the tourism industry feel hopeful and full of expectations. After all, in a blink of an eye, the tourism industry, especially travel agencies, has been in a "cold winter" state for half a year, and it is in urgent need of a "booster" to continue.

Some travel agency operators told Lv Wen that it was very painful to see that other industries were speeding up their work and production, while tourism seemed to be forgotten. "We waited from winter to spring, and ushered in summer from spring, but when can the inter-provincial tour break the ice and when can the travel agency really move? As a part of this business chain, we need an answer too much. "