What direction will Xinjiang’s tourism develop today?

"Analysis of Development and Prospects of Xinjiang Tourism Industry"

Xinjiang's tourism industry has shown a healthy and stable development situation to this day. The effect of the industry has been highlighted, and it has greatly stimulated transportation, civil aviation, catering, etc. Industry management is also improving day by day, and the overall quality and skills of employees have been greatly improved. Economic benefits have been significantly improved, and the customer source market has become relatively stable while becoming more scientific and reasonable. It can be said that Xinjiang's tourism industry has entered a good development period that is market-oriented and meets the needs of the Chinese tourism market. It is transitioning from a development period to a stable maturity period. It is expected to enter the maturity period in about three years. But there are also some problems that cannot be ignored and need to be solved.

1. Tourism must become an industry, rather than just cultivating a tourist destination

The entire tourism industry is gradually becoming a pillar industry of Xinjiang’s national economy. At least as an industry, it has already played an important role in the economy. The role in society is constantly improving, but due to various reasons, some scenic spots (spots) subjectively and objectively regard scenic spots as tourist destinations to pursue the number of tourists and ticket revenue while ignoring their due industrial role. The so-called industry can first be judged by its contribution to the local regional economy and the pull it exerts on related industries. Whether it is direct or indirect, it should play a positive and important role in promoting the regional economy. The greater this role and positive impact, the greater the effect. The more mature its industry is. Therefore, the tourism industry must work hard and possess these essential characteristics before it can be called an industry, and only then can it prove its maturity and contribution to society. The direction and trend of Xinjiang's tourism development toward industrialization is correct, and it will eventually become a pillar industry in Xinjiang. However, in the development process, there are problems such as an unbalanced industrialization process and a lack of understanding of the role of the industry. When designing route layouts and product development in scenic spots, we only focus on immediate and local interests, ignoring the needs of future industrial development. Some are caused by objective reasons such as climate, environment, location, etc., which are easy to understand and can be adjusted. However, some scenic spots (spots) do not know subjectively that destination and industry are two-level issues, so they pursue simple tourist numbers and tourism product returns one-sidedly, and independently look at everything from investment and construction to tourism product design and packaging. own interests, while ignoring its role in increasing income for local farmers and herdsmen, boosting transportation, catering, etc. This allows one's own interests to be rewarded in a short period of time and has a negative effect on the formation of the industry. On the contrary, it affects the development of the entire scenic spot and even the regional industrial economy. Tip: As every decision-making leader, planning expert and investor in the tourism industry, we should pay attention to and strive to use tourism as an industry to contribute to the regional economy and regard it as a responsibility to society. Similarly, only if it is made into an industry can we Long-term return on investment, rather than simply treating it as a tourist destination, otherwise the far-reaching significance of developing tourism will be lost. It is hoped that some scenic spots (spots) should pay attention to this aspect and strive to develop tourism towards industrialization.

2. The input and output of tourism do not match, resulting in different effects and goals.

Tourism is indeed a large-investment industry, especially in Xinjiang scenic spots. They are generally large, which is part of the Western Region style that makes Xinjiang attractive to tourists. Most of them range from a few hundred square kilometers to several thousand square kilometers, or even tens of thousands of square kilometers. The large total number of scenic spots and the variety of types are rare advantages, but they also increase the difficulty in investment and development, especially in infrastructure investment such as roads, power supply, communications, water supply and drainage, so that the entire scenic spot can be visited quickly and safely by tourists. , then all road construction must be in place, which will increase investment. At this time, it is also necessary to consider a comparison between input and output. The large number of scenic spots cannot keep up with the input. The former will affect the development of the entire scenic spot and cause lagging development. The latter relies entirely on the accumulation of funds, and its scale will expand in a short period of time. Some unreasonable contradictions and problems will be exposed in future use. At the same time, the output is far inferior to the input, which is disappointing.

For example: some scenic spots only invest tens of millions or even less in infrastructure, while some scenic spots currently invest more than one billion in infrastructure, with an investment ratio of tens to one or one percent. Several, and the comprehensive economic output ratio of tourism is several to one. Relatively speaking, the output ratio of scenic spots with small investment is much higher than that of scenic spots with large investment. At the same time, hundreds of millions or even billions of investment can be completed in a very short period of time. Can the scientific nature and reasonable performance of the project stand the test of practice? With the development in the future, will these scenic facilities built with huge sums of money still meet the needs? It is understood that such problems have already occurred.

A sightseeing road with an investment of more than 80 million yuan in a certain scenic spot did not take into account the increase in traffic flow. It has only been used for two years and now it is obvious that the road surface is not wide enough, which not only cannot meet the needs of use but also increases safety risks. Tip: Investing too much and too hastily will neither achieve the returns it deserves nor be scientific and reasonable. However, those scenic spots that rely on their own rolling development and have time to study, think and improve, coupled with unremitting efforts in scenic spot management, external publicity and other work Work hard not only to achieve good returns but also to achieve good social benefits. Therefore, this is a problem that should be studied and better solved in future work to prevent improper use of limited funds and recurrence of investment deviations.

3. The tourist source market is gradually stabilizing, which is the early stage of maturity.

With several years of rapid development and several consecutive years of rapid growth, Xinjiang’s tourist source market has After being fully opened, the growth rate is slow and the growth rate is declining, which shows that Xinjiang's tourist source market has gradually entered a stable and mature period. It is expected that after the growth rate drops to a low point in about three years, the number of tourists will remain relatively stable. After that, the number of tourists will continue to be stable for a longer period of time and fully enter the maturity stage, but it will maintain a large tourist base. In 2006, the number of tourists nationwide was 180 million (including outbound travel), of which 17 million tourists from Xinjiang accounted for about 10%. They already accounted for a large share and ranked among the top among all provinces, municipalities and autonomous regions in the country. Most of Xinjiang's total tourism resources have been developed, and a platform has been basically established to convert resource advantages into economic advantages. With the improvement of tourism accessibility in Tibet and the rapid growth of outbound tourism, there is not much room for growth in Xinjiang tourism. The focus of rapid growth will shift. This is normal. We must look at this issue objectively and correctly. We cannot think that the decline in tourist growth is a decline in the tourism market or problems in Xinjiang tourism. Rather, it shows that this phenomenon is a precursor to the arrival of a mature period. .

At this time, we should assess the situation and adjust our ideas and strategies. First of all, we should focus on product development and resource combination, design more scientific routes and make the greatest efforts to increase attractions. Secondly, we should make the existing scenic spots more refined and detailed so that they have the vitality of "eternal youth". It is necessary to deeply explore the history and culture, and the development of the national customs and folk culture in the current scenic spots can basically meet the viewing and appreciation requirements of current tourists. As tourists' consumption and appreciation levels continue to improve, new cultural connotations must be developed as highlights and souls, which cannot be limited to the excavation and interpretation of contemporary folk customs of various ethnic groups, but also the historical culture. For example, the Nalati Scenic Area conducted academic research on the ancient tombs of the Sezhong people and the Wusun people to verify the economic prosperity and cultural splendor of this grassland from more than 3,000 to 2,500 years ago, thereby proving that the Nalati grassland is China's The birthplace of grassland culture and even the birthplace of grassland culture in West Asia, this can give the scenic spot eternal vitality and soul. At the same time, archeology has also proved that the Central Plains and the Western Regions have had close political, cultural and economic connections for thousands of years. A whole that makes good sense. At the same time, we must do a good job in protecting the ecology. The main body of tourism in Xinjiang is still eco-tourism. Therefore, it is necessary to increase the protection of the ecology. In the future, both the state, local governments and enterprises should adjust their investment direction to the protection of the ecology, the improvement of vegetation quality and pollution control, so as to truly achieve sustainable development and achieve this goal in this way. The goal of changing the growth model is also the prerequisite for making high-quality products. Secondly, we should strive to improve the overall service level and increase the training of service skills and service awareness. In the future, all operators must understand that they can only win by service quality. In addition, we still need to strengthen external publicity and marketing work, try our best to ensure a larger share of the tourist source market in the future, and try to keep tourists who have entered the mature stage for a longer period of time.

The aforementioned mature stage of Xinjiang’s tourism industry only refers to its share of the tourist source market, but there is still much to be done in improving the industry and extending the industrial chain, including how to improve Per capita consumption, how to extend tourists' stay in scenic spots, how to develop downstream products, etc. are all areas that need to be studied and solved in the future.

Therefore, the ideas and strategies of future work should be adjusted. The focus on development and marketing in the past should be shifted to creating high-quality products and improving the industry, and guiding investment flows to the improvement of projects, the characteristics of content and culture. By digging into it, we can make policies tend to how to lengthen the industrial chain and increase coverage in order to comply with the laws and needs of the development of things, so that the tourism industry can continue to develop healthily and steadily.