Why do all provinces and cities in China have tourist cards?

Friends who travel frequently will find that in recent years, almost all provinces and cities in China are handling local or multi-local tourist cards. One card can cover all the scenic spots in a province or a city, which looks very attractive. So, won't the scenic spot lose money?

What is the reason?

It's actually quite simple. How many times a year do you have the opportunity to travel? Most people only travel once or twice a year, mostly for work and school, and most of them are retired people who travel frequently. Therefore, it seems that you can visit hundreds of scenic spots for only one or two hundred yuan, and you can get a card. In fact, if you don't travel, you lose.

1, policy support

Tourist cards have been introduced in all regions.

In recent years, the variety of tourist card products has increased and the market has gradually opened up.

2065438+In August 2005, Article 12 of the 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, issue national tourist cards in real-name registration system, implement statutory preferential policies, and implement preferential discounts for merchants.

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

So far, the development of one-card tourism, especially its unique attributes of benefiting the people, has been concerned and recognized at the national level.

Provinces, cities and counties in Gansu, Ganzhou, Lishui, Hunan, Guangxi, Hainan and other places have successively launched global tourist cards, and some areas such as the capital economic circle have launched Beijing-Tianjin-Hebei tourist cards.

2. Color development method

Keep pace with the times and strive for perfection.

So far, tourist cards have gone through a variety of exploration modes and adapted to the changes of the times.

1, mainly issued by the tourism authorities of various provinces, cities and counties, has policy requirements, is partially inclusive, mainly for local registered citizens and local students, and has different restrictions on the time or times of use; The second is the annual ticket for local tourism, such as the annual ticket for Shaanxi tourism.

The 2-day annual travel ticket is a combination of annual tickets from several places, which is characterized by buying out a certain number of tickets in the scenic spot. Documents to the scenic spot, tickets are free and the service period is one natural year.

This will promote the coordinated development of tourism economy in many regions, and also respond to the outline of building a strong transportation country: accelerate the development of new formats and models, and integrate the rights and interests of free travel in regional scenic spots and the rights and interests of public transportation and subway transportation in many cities.

No.3, the products that radiate the whole country are mainly made by tourism enterprises and scenic spots, and there is no economic exchange. Through the use rules of the product itself, the licensee can enjoy the scenic spot discount and bring more tourists to the scenic spot, so it has four characteristics: free membership ticket, peer discount, public holidays and universal use. The product is valid for one year from the date of purchase, and is not restricted 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 benefit the people" is not 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, the basic coverage of WiFi in scenic spots and the popularity of smart phones, tourism electronic business cards came into being. Travel electronic card is a travel card generated on mobile phone. When verifying scenic spots, it is verified and written off by designated equipment or QR code.

For example, Guangzhou Juyou Technology can realize intelligent write-off with the support of regional global tourism public service platform in the "One Card Operation Plan" launched by global tourism.

3, the meaning of a card

"Integration and innovation" will be upgraded.

In the public's impression, the function of tourist cards is to provide tourists with preferential services for scenic spots. In fact, the role of travel cards goes far beyond this.

At the macro level:

First of all, the annual ticket for local tourism is the government's project to benefit the people. It is in line with public opinion to let tourists enjoy the fruits of the development of cultural tourism industry.

Secondly, one-card travel is an important promotion means.

At the micro level:

The functions of tourist cards are becoming more and more abundant, especially the tourist electronic cards with Internet genes. By using technology to expand the space, more new functions, such as voice guidance, route optimization, self-driving service and so on. Constantly integrated into the formation of platform travel cards.

From this point of view, the global tourist card is of great significance, but in the expansion of the one-card scenic spot, Juyou Technology found that many areas will encounter large-scale popular scenic spots, and they are unwilling to cooperate because they are afraid of affecting the original customer base or diverting tourists.

In this regard, china tourism academy researcher Zhan Dongmei said: "From the perspective of strengthening the stickiness between scenic spots and tourists, tourist cards are a good medium."

If the scenic spot only does its own marketing activities, the cost will be high, the attraction will be insufficient and it will be difficult to reach tourists directly. Tourist cards integrate various rights and interests between scenic spots, especially low-frequency rights and interests can be combined to produce high-frequency connections. In this way, the connection between scenic spots and tourists will be closer, thus improving the input-output ratio of tourism marketing.

4. Future trends

Broad prospect, service foundation

Comply with the new trend of transformation and upgrading of culture and tourism consumption, deepen the supply-side structural reform in the field of culture and tourism, and the tourism card market has broad prospects. Scenic spots and tourist destinations should pay attention to this industry.

For example, the Beijing-Tianjin-Hebei region has realized regional interactive marketing through one-card products; As well as the annual ticket of Guangxi tourism, more than 30,000 tickets were sold in June 5438+ 10, bringing 20 million tourism revenue.

How to build tourist card products depends on local resource endowment, consumption habits, basic transportation and other factors. In the process of cooperation, both sides should balance the distribution of interests. At the same time, local governments or state-owned key scenic spots and high-A-level tourist attractions should give full play to the role of unity and coordination, and put preferential measures, policies for benefiting the people and marketing activities in place. Let this card really play its role and really benefit the people.