Stop for 1 days, "restart" tourism presents a new ecology

after more than a hundred days of suspension, the tourism industry gradually recovered. A few days ago, under the guidance of the Notice on Further Opening up Cultural and Tourism Market Management Activities issued by the Guangdong Provincial Department of Culture and Tourism and related epidemic prevention and control measures, travel agencies and scenic spots in the province gradually resumed operations. Throughout the country, not long ago, the "May 1" tourism market has basically recovered to 5% in the same period, showing the strong resilience and vitality of the market. The epidemic is like a "catalyst", which accelerates the intensification of some industrial problems accumulated in the past, but also profoundly affects the industrial pattern and development model of the traditional tourism industry. The new ecology of the tourism industry after pressing the "restart button" is confirming this.

New tour guide skills: Online anchor

This is the first time that Cui Kangjin, a tour guide, has taken such a long vacation in his nearly 1 years.

In the Spring Festival of 22, the tourism industry, which was supposed to be the most prosperous, stopped due to the COVID-19 epidemic. "I didn't expect to take a break for several months." Cui Kangjin, a tour guide in Guangzhou, said that he can finally relax.

The rare holiday gave Cui Kangjin a chance to "recharge". He reorganized the tour guide's words and collected the red historical materials of Guangzhou. Besides, he also learned to be an anchor. After registering his account in Tik Tok and Kuaishou, he began to shoot videos and broadcast live. "It's not as simple as taking a group!" He once tried to broadcast live in Zhengjia Polar Ocean World and explain it to netizens as a tour guide. However, due to poor signal and unclear picture, netizens went offline one after another. After constant exploration and trial, Cui Kangjin found that online live broadcast can not follow the old routine of taking a group offline. How to shoot a good picture, enhance the sense of experience and express it accurately in a short time is no small challenge for this old tour guide. For several months, Cui Kangjin has almost no income. He is "practicing" in seclusion, waiting for the opportunity to go to the front line after the tourism restarts.

Tour guide is one of the occupations most seriously affected by the epidemic. According to the Report on the Living Condition and Career Development Needs of Tour Guides under the Epidemic Situation recently released by Ctrip Tourism College and the Tour Guides Professional Committee of China Travel Agency Association, 81% of tour guides have no business at present, 11% of tour guides have started to work part-time online, and 8% of tour guides have changed careers or are planning to change careers. 7.2% people expect the income to drop by more than 5% this year.

Unlike Cui Kangjin, who is self-charging, Li Dan, a post-9s "local guide" in Chengdu, recently received a lot of business. "During the May Day holiday, the turnover was about 3% of last year's, but many people consulted. I can see that everyone has needs. " More than a year ago, Li Dan switched from a traditional travel agency to set up a studio and became a "local guide" who independently practiced online. Because the business is skilled and can meet the individual needs of consumers, the studio has quickly grown to 15 people.

"It is a new direction for qualified tour guides to transform into local guides." Li Dan said that the mode of local guide Internet practice has gradually matured. Because of personal practice, consumers' evaluation can be known at a glance online, so it is more necessary to highlight personal service ability and brand, and it will be more diversified and subdivided in the future. The more professional talents can achieve better development.

New action of travel agency: local play brings new ideas

Offline stores of travel agencies are an important part of the tourism industry, bringing together a large number of practitioners. According to media reports, in the first quarter of this year alone, more than 1, tourism-related enterprises in China were cancelled, and travel agency stores were one of them.

"The business volume of May Day is about 1% of that of the same period last year. Even so, it is a good result." Zhang Wenjuan, who runs five stores, said that in the past, the customers of the stores were mainly middle-aged and elderly people, mainly engaged in "long-distance travel and outbound travel", but now, "we can only focus on short trips and Zhou Bianyou. But to be honest, if the products are not innovative and attractive, and the locals are familiar with the local area, why do they need a travel agency? "

this is the paradox of the current existence of travel agency stores. The prevention and control of epidemic situation has narrowed people's travel radius, and the control of people flow in public places is still going on. The demand for short-distance travel around is concentrated on individual products such as scenic spots tickets and hotels, which are not the strengths of stores, and the profits are meager, which is naturally unsustainable.

it is better to act than to wait. Zhang Wenjuan can't judge how long the current situation will last, but he has found a new way.

"We tried to promote RV tours, and the results were good. It can not only solve the problems of travel safety and privacy, but also travel time is more flexible. You can drive by car, stay, and travel with friends and several cars, which is very popular. "

local tours can also be innovative. According to the statistics of Ctrip's theme tour platform, there are many new ways of traveling in this May Day, and the newly developed products are quite popular. Hiking, outdoor, RV, cross-country, camping, travel shooting, online browsing and booking in the "May 1" theme tour products are popular. Ctrip's new trends and new gameplay suggestions released before the festival, high-quality products, new pre-sale products, etc., have become consumers' "explosive" choices.

Guangzhou traditional travel agencies are also seeking new ways to survive. The newly launched "family micro-customization" service of Guangzhi Travel, for example, tourists in the same group can only travel with family and friends, and they can choose three pick-up locations in the city, and arrange a variety of rooms such as parent-child rooms, family connecting rooms and multi-room villas according to the needs of tourists. There will be no meals during the trip, but local restaurants will be recommended for tourists, and excellent tour guides with a satisfaction rate of over 95% will be arranged to meet the needs of small group tours and cut into the market segments of family groups.

"The epidemic has made tourists pay more and more attention to quality and service, and high-end customers who used to like to go abroad have also turned to China, so we need to actively adjust and integrate resources to launch new products." Zhang Li, CEO of Ctrip's Tourism Channel Division, said that the positive effects after adjusting the strategy are gradually emerging.

"If you don't change it, you can't do it." Zhang Wenjuan is inspecting the routes in Yunnan and Hainan these days. She plans to launch a local RV route and build a tour+RV tour in Sanya.

the new ecology of tourist destinations: low density and high quality become the norm

The epidemic prevention and control has entered the normalization stage, and the flow restriction and reservation in scenic spots are one of the main characteristics of the recovery of the cultural tourism market.

In fact, the reservation system has a dual effect on scenic spots: on the one hand, it helps to control passenger flow, cut off peaks and fill valleys, travel in low density, and enhance experience; On the other hand, it makes the tourist flow in scenic spots more transparent, forcing many scenic spots that rely heavily on ticket revenue to improve their ability to develop secondary consumption and tertiary consumption as soon as possible.

The Oriental Pearl Tower is one of the first famous scenic spots in China to try the reservation system, and this year's "May Day" was partially opened in strict accordance with the requirement of no more than 3%+ reservation system. Liu Beiting, director of the Marketing Center of Oriental Pearl Tower, said that three days before the holiday, the scenic spot received 16, tourists. Visitors need to make an appointment first, buy tickets after getting the reservation code, and check two codes (reservation code, health code) and one ticket when entering the door.

But the appointment system is not simple. The Oriental Pearl Tower has gathered a variety of formats such as catering, sightseeing, experience projects, performances, shopping malls, etc., and integrated the unified interfaces of so many formats to the outside world. It took the Oriental Pearl Tower nearly two years to set up a technical middle platform and access all products, so that it is possible to gather them on one ticket and make the reservation system land smoothly. It is precisely because all the product chains have been opened up that the Oriental Pearl Tower has also launched online shopping malls, points exchange and other projects to achieve online and offline interoperability.

according to national requirements, the reservation system will be fully implemented in 222 in China's state-owned 5A scenic spots, and the epidemic situation has greatly accelerated the popularization of the reservation system. "In the long run, this is definitely a good thing. Reservations can improve the quality of tours and change consumers' habits, but they also put forward higher requirements for scenic spots. Only richer content and rich products can meet the psychological expectations of tourists and citizens for cultural, entertainment and tourism complexes. " Liu Yuting said frankly.

A scenic spot is only a part of a tourist destination. Under the conditions of reservation and flow restriction, the experience of scenic spots is expected to be further improved, and the various formats of tourist destinations will also move towards high-quality development. Industry analysts pointed out that Yunnan, Xinjiang, Qinghai, Gansu, Tibet, Inner Mongolia, Heilongjiang and other tourist destinations, which are expected to replace the outbound travel market, need to further improve product diversification and service quality, less bully customers, more excellent products and good goods, less cheating, more honesty and law-abiding, less scenic spot fees, and more supporting services.

"The tourism industry is sensitive but not fragile and extremely resilient. However, the resilience of the industry does not mean the resilience of a specific employee or tourism enterprise. " Liu Simin, vice president of Tourism Branch of China Future Research Association, said.

Dai Bin, president of china tourism academy, thinks that it is impossible for the tourism industry to return to the past after this campaign.

new trends and new ways of playing have been constantly emerging. After the tourism industry presses the "restart button", the change of tourism ecology is coming.