Health and wellness has gradually become an urgent need for tourism, and the new "Cultural Tourism +" business format is ushering in new opportunities.

The newly released "China Cultural Industry and Tourism Annual Inventory (2021)" shows that in 2021, the process of in-depth integration of culture and tourism will accelerate; the domestic tourism market will recover in an orderly manner, and holiday tourism will effectively drive year-round tourism Consumption; the popularity of tourism in some areas continues to rise, with northwest tourism becoming a bright spot in the regional tourism economy; my country's per capita travel spending continues to grow, and urban residents' tourism consumption grows rapidly.

The "Report" predicts that in the future, health and wellness tourism will become a new choice for the "silver-haired people", and the health and wellness tourism industry featuring health and wellness sports tourism, hot spring tourism and other health and wellness will be more abundant; Sports Tourism will continue to heat up and develop towards the masses; the Metaverse may become a new way of cultural heritage innovation and tourism sensory enhancement.

With the intensification of aging, the elderly cultural industry and tourism consumption have released greater development potential. In 2021, the total number of elderly people aged 60 and above in mainland my country will be 267 million, accounting for 18.9% of the total population. United Nations data predicts that the number of China's elderly population will reach about 280 million in 2025, accounting for nearly 20% of the total population. By 2050, the elderly population will exceed 480 million, accounting for 36.5% of the total population. While my country's aging process is accelerating, the consumption power of the elderly group is also increasing, and the elderly group's demand for a better life has become stronger. Living-in elderly care has subsequently become a new elderly care model.

In terms of policy, in December 2021, the "14th Five-Year Plan for National Aging Development and Elderly Care Service System Plan" issued by the State Council clearly pointed out that it is necessary to promote the integrated development of elderly care and tourism. Guide various tourist attractions and resorts to strengthen the construction and transformation of aging-friendly areas and build health and wellness tourism bases. The "Healthy China 2030 Planning Outline" also proposes to actively promote the integration of health and elderly care, tourism, the Internet, fitness and leisure, and food, and to spawn new health industries, new business formats, and new models.

At the same time, the hosting of the 2022 Beijing Winter Olympics is expected to set off a new round of sports tourism, especially ice and snow tourism. Ice and snow tourism is transforming from a new fashion and new folk custom into a normal lifestyle for ordinary people. The number of people participating in ice and snow sports across the country has reached 346 million. With the strategic goal of "300 million people on ice and snow" and the powerful engine formed by the Olympic cycle, the national sports tourism market demand is increasingly strong. Sports tourism will continue to heat up and develop to the masses, and be more widely integrated into people's daily lives. It plays an important role in the development chain of the sports industry. has become increasingly important.

Currently, the global sports tourism industry is growing at an average annual rate of 14%. Qichacha data shows that the number of sports tourism-related companies in my country increased from 52,400 in 2019 to 235,200 in 2021, a year-on-year increase of 348.85%. The sports tourism market is showing a rapid growth trend. In August 2021, the State Council issued the "National Fitness Plan (2021-2025)", which clearly regarded sports tourism as one of the three major areas for the integrated development of national fitness, highlighting the importance of sports tourism.

In recent years, Shandong has proposed to actively promote the healthy and orderly development of the new "cultural tourism +" business format, and work from both supply and demand ends to optimize the supply of cultural and tourism products and services. At present, Shandong has introduced policies to support the development of new business formats such as industrial tourism, health tourism, sports tourism, study tourism, etc. Related industries and enterprises are expected to usher in new development opportunities in 2022.