On January 11, the first China cultural tourism innovation and development forum and 2021 cultural tourism fashion list award ceremony were successfully held in Langfang. With the theme of “sticking to the right and leading the new trend”, the conference was hosted by the new tourism industry and co sponsored by Xinyi holdings. Industry elites such as cultural tourism group, listed companies, investment institutions, management departments at all levels and news media gathered together to discuss how China’s cultural tourism can achieve innovative development and the changes in consumer market and industrial structure after the epidemic, And the prospect of China’s cultural tourism industry in 2022 driven by innovation.
In his opening speech, Li Yang, founder and CEO of the new tourism industry, said that in 2021, China’s tourism market has entered the upward trend of “V” slow recovery and growth. In the first half of 2021, 87.5% of China’s 56 A-share listed cultural tourism companies achieved year-on-year revenue growth, and the total net profit increased by more than four times compared with 2020. However, there are still many serious problems in the operation of cultural and tourism enterprises, and it is difficult to transform the rigid demand into the tourism market demand. In the past two years, half or more of the scenic spots and hotels can be operated, but almost all the travel agency business has stagnated and suffered heavy losses. Under such a trend, how to serve local residents and tourists in surrounding markets has become the direction that Liwen tourists should think about and actively layout in the future.
Wei Xiaoan, chief expert of wtcf and President of leisure and vacation branch of China Tourism Association, said that the cultural tourism industry needs to grasp three relationships in 2022. The first relationship is between the new and the old. The old is the tradition, the classic, the taste and the market, and the new is the model innovation, operation innovation, organization innovation, product innovation, content innovation, mixed innovation, cross-border innovation, etc. The second relationship problem is light and heavy. Extreme language is that those who get IP get the world. Light assets is certainly a good thing, but there is no light assets without heavy asset accumulation. The third relationship is between pan and specialty. Many experiences cannot be used in general. Large enterprises can be pan, and small enterprises can only be specialized.
Wei Xiang, a researcher at the Institute of financial strategy of the Chinese Academy of Social Sciences and a professor at the University of the Chinese Academy of Social Sciences, pointed out that tourism has become the first intention of people’s consumption after the epidemic, and the short-term impact probability of “retaliatory consumption” is very high. According to the results of China’s tourism sampling survey, in the first half of 2021, China’s tourist arrivals totaled 1.781 billion, an increase of 100.8% over the same period in 2020 (restored to 60.9% in the same period in 2019). Tourism consumption picked up significantly. The scenario based application equipment represented by the new generation of information technology, including the future VR games, AR navigation, AR navigation, AR games, holographic projection and other alternative technologies applied to the yuan universe scene, will further enhance the experiential interaction of tourists and become the new draught. As for the recovery direction of cultural tourism in the future, Wei Xiang believes that we should return to leisure, localization and socialization.
Sun Jie, CEO of Ctrip group, said at the meeting that Ctrip put more emphasis on content after the epidemic, and the younger user system was prominent. Meanwhile, Ctrip also accelerated the iteration of live broadcasting in 2021. Up to now, Ctrip live broadcast has attracted more than 3000 tourism merchants, and the merchants have broadcast more than 10000 times. Compared with the second quarter of 2021, the orders generated by the live studio in the third quarter increased by 15 times. As for the outlook for 2022, Sun Jie said that the Beijing Winter Olympics has entered the countdown. On the basis of effective epidemic prevention and control, the travel industry is full of expectations.
Guo Yu, vice president of Xinyi holding, said that with the continuous development of menglangfang international leisure and tourism port and the accelerated construction of the Silk Road International Art Exchange Center, Xinyi holding’s investment in culture and tourism is also increasing. In 2022, the enterprise is expected to build a dream of Red Mansions · drama fantasy City, shuiyunjian cultural business street, a dream of Red Mansions theme hotel, etc., and build menglangfang international leisure tourism port into a super large cultural tourism project to attract more tourists.
At the meeting, the new tourism research institute and OCT Tourism Investment Group jointly released the report on the innovation and development of China’s cultural tourism industry in 2021. Yang Jiaxu, research director of the new tourism research institute, said that the national economy as a whole maintained a recovery trend. In 2021, the economy fell rapidly after growing in the hot range. Internal circulation and China International double circulation are becoming a new development pattern. Meanwhile, although the cultural tourism market recovers steadily, there is still a big gap from 2019. In the first three quarters of 2021, the comprehensive index of national tourism economic operation has steadily entered the “boom” range from “relative boom”. In this context, the popularity of cultural tourism investment and financing has decreased, and the upgrading of stock, the renewal of content and the king of operation have become the key. The overall venture capital market of cultural tourism industry is shrinking, and capital investment prefers innovative enterprises with relatively mature models.
In the round table dialogue, many corporate celebrities expressed their views on the topic of “innovation power and practice under the normalization of the epidemic”. Qiu Wenhe, President of China Cyts Tours Holding Co.Ltd(600138) said that the epidemic has made cultural and tourism enterprises more firm in the path of transformation and development. In addition to going to tradition, they should also make “tourism +” innovation. Chen Xiaohua, chairman of Shenzhen dreamland holding group, said that day and night travel lengthens the consumption time. Through new digital technology means, it can more richly express the virtual world, which is also the charm of night travel.
Liu Chunhui, vice president of Dora Aimeng, said he hoped to replicate more small and beautiful parks around some first tier cities or developed second tier cities in China, further innovate, enlarge the extension of enterprises and improve the threshold of anti homogenization. Li Zhengxi, chief executive officer of accommodation, also pointed out that in terms of innovation, high-quality B & B practitioners are becoming more and more involved, and are already doing the localized content operation of B & B space, not just the creation of a single space.
