Inter-provincial team tour to restart the revitalization of cultural tourism market and inject "cardiotonic agent"

After a lapse of nearly half a year, the inter-provincial team tour finally restarted, which injected a "cardiotonic agent" into the revitalization of the cultural tourism market.

After Beijing adjusted the emergency response level to level 3 again, on July 20, the Beijing Municipal Bureau of Culture and Tourism announced the resumption of inter-provincial and group tours. Up to now, Beijing, Shanghai, Shandong and other 14 provinces have announced the opening of cross-provincial tours. Affected by favorable policies, the inter-provincial travel products of tourism enterprises have also recovered rapidly, some offline stores have resumed business one after another, and the search volume of various platforms has also climbed again.

Travel agencies and travel platforms take the lead in boosting.

According to the Notice of the General Office of the Ministry of Culture and Tourism on Promoting Tourism Enterprises to Enlarge their Resumption of Work and Business and the Guide of Prevention and Control Measures for Travel Agencies to Resume Business in an Orderly Way issued by the Ministry of Culture and Tourism on the evening of July 14, under the premise of doing a good job in epidemic prevention and control, all localities can resume travel agencies and online travel companies to operate inter-provincial team tours and "air tickets+hotels" business.

According to Ctrip Group's data, since 15, some inter-provincial group tours and "air tickets+hotels" products have been "second light" almost as soon as they are launched, highlighting the urgent demand of consumers for "freedom". Ctrip predicts that in the first half of this year, there will be a "backlog" of tourism demand of about 654.38 billion people to be released; 88% users of the platform have the willingness to travel across provinces this year, and 70% users expressed their expectation to travel as soon as possible after the cross-border team tour resumed.

On July 20th, after Beijing announced the resumption of inter-provincial group tours, the data provided by Ctrip showed that the 1 hour instantaneous search volume of Beijing tourists searching for tourism products increased by more than 200% month-on-month. On the flying pig platform, the number of inter-provincial tourism commodities increased by114% compared with last year; In terms of entry and exit air tickets, where to go. According to com data, after Beijing announced the "downgrade" of emergency response level, the search volume also increased by seven times compared with the same period of the previous day.

Tourism enterprises or platforms such as Ctrip, Chunqiu, Mama Donkey, Tongcheng, Qunar and Zhu Fei are also actively preparing to launch related products in an orderly manner according to the requirements of epidemic prevention and control in various places. Gou Zhipeng, President of Qunar. com. The company said that the popularity of summer tourism has now rebounded to 80% last year. With the resumption of inter-provincial group tours in Beijing, most domestic tourism products such as scenic spots, hotels and transportation will heat up again.

Dai Bin, president of china tourism academy, said that the latest survey showed that the willingness of China residents to travel in the third quarter of this year was 80.22%, an increase of about 90% over the same period last year. With the gradual liberalization of domestic inter-provincial tourism, tourism consumption and willingness to travel will be further greatly improved.

Liang Jianzhang, Chairman of the Board of Directors of Ctrip Group, said frankly that generally speaking, outbound travel accounts for 50%, inter-provincial travel accounts for 40%, and short-distance travel only accounts for 10%. Previously, travel agencies around the country gradually resumed their short-distance business featuring local tours, but they still faced enormous survival pressure. Inter-provincial team tour and the recovery of "machine+wine" business have injected a "tonic" into the revitalization of the cultural tourism market. It is understood that since July 15, most of Ctrip's more than 7,000 stores have resumed production across the board, and the opening rate has increased significantly.

Hotels, airlines, scenic spots and so on. "Respond to the call"

It's summer vacation and the traditional tourist season. According to the statistics of china tourism academy and Ctrip Group, in 20 18 and 20 19, the summer tourist season from July to August accounts for about one sixth of the whole year, and the number of tourists accounts for about one fifth of the total number of tourists in the whole year. He Jianmin, a professor at Shanghai University of Finance and Economics, analyzed that the resumption of inter-provincial team tours will accelerate the development of life consumption of tourism and leisure and productive consumption of tourism exhibitions, and promote the development of the national economy.

Hotels, transportation, scenic spots and other tourism market segments have responded. The relevant person in charge of Zhu Hua Group said that the gradual liberalization of cross-provincial tourism means that the tourism market in China will be fully restarted, the leisure and business travel markets will recover faster, and the hotel business will continue to pick up. In mid-July, the occupancy rate of hotels under the Group rose sharply and has now recovered to over 80%.

According to the data of Tongcheng Yilong, on July 15, the number of domestic hotels on Tongcheng Yilong platform increased by more than 30% year-on-year, a new high since the outbreak of the epidemic. In the last week, the creation room of domestic hotels grew steadily by more than 20% year-on-year, maintaining a strong recovery momentum.

Spring Airlines opened 47 domestic routes in early May this year, and opened 28 new domestic routes in July. According to the relevant person in charge, the inter-provincial team tour and the recovery of "machine+wine" products have benefited the aviation market a lot.

With the resumption of inter-provincial group tours, the number of tourists received in domestic scenic spots has been adjusted from 30% of the maximum carrying capacity to 50%. According to the data released by the US Mission on the 20th, when the week begins to enter the peak period of travel booking, some popular tickets for flow-limiting pavilions and water parks will be staged as "one ticket is hard to find" and will reach the booking peak in early August.

Tourism enterprises should build core competitiveness in transformation and upgrading.

However, whether the market can undergo major changes, industry insiders said that it still needs to be observed. CYTS tourism believes that the opening of inter-provincial tourism will definitely promote the summer market and effectively promote the further recovery of tourism, but whether there will be retaliatory rebound needs further observation. Dai Bin also believes that the current market recovery needs a process. If there is no major recurrence of epidemic prevention and control, I believe that the whole market may return to the level of the same period last year by the eleventh.

According to industry analysis, it has been nearly half a year since the group tour was suspended in late June at 5438+ 10, and people's tourism consumption habits have changed. Tourism is facing the multi-stage superposition of normalization of epidemic prevention and control, improvement of consumer demand quality, deep integration of culture and tourism, and promotion of high-quality development. All provinces, cities and market players should adapt to the changes in demand and promote the structural reform of the tourism supply side.

From the feedback of the industry, first of all, people have higher requirements for the safety and privacy of travel. According to the data of china tourism academy, during the Dragon Boat Festival holiday not long ago, 8 1.7% of the tourists made reservations, which was higher than that during the May Day holiday this year. Zhou Zhongwei, CEO of Tongcheng International Travel Service, predicts that the recovery of cross-provincial team tourism will push up the demand for customized products, and people will have greater demand for high-quality small groups.

"Travel agencies provide customized services for tourists to help tourists book air tickets, hotels, attractions and other related links during the trip, so as to bring benefits to tourists at the price of group tours; However, in the actual travel process, tourists mainly complete their travel independently and leisurely in the form of free travel. Such a' travel remote housekeeper' may become one of the directions for the transformation and development of travel agencies. " Analysis of senior regional leaders of a travel agency.

Secondly, the performance of parent-child team tours and study tours will be relatively cautious this year. Ctrip's latest survey of its users shows that among the key factors affecting tourists' willingness to travel across provinces, 74.6% people choose "some provinces and cities advocate that teachers, students and parents should not leave the province in principle".

Thirdly, unlike the high proportion of long-distance tours in summer in previous years, this year's short-distance tours featuring "local tours" are still an important part of the summer tourism market. Dai Bin said that the data of four holiday tourism markets this year, Spring Festival, Tomb-Sweeping Day, Labor Day and Dragon Boat Festival, show that tourists are more willing to drive to enjoy short-distance scenery with their families and experience the beauty of daily life, which has many business opportunities.

Dai Bin pointed out that tourism enterprises should strengthen the application of science and technology and cultural creativity, and build their own core competitiveness in the process of transformation and upgrading. "If travel agencies still follow the traditional route or even the unreasonable low-price sales model, rely on tourists' self-funded projects and shopping rebates, and even collude with merchants to engage in forced consumption and fraudulent consumption, they will be ruthlessly eliminated by the market. "

At the same time, epidemic prevention and control can not be ignored. He Jianmin reminded that all localities should fully reserve prevention and control facilities and capabilities and resume cross-provincial team tours; Enterprises, tourists and communities should follow scientific and strict epidemic prevention and control measures.