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Looking Forward to 2021: Six Opportunities for Culture and Tourism

Date: 2021-01-05

Seizing the six major opportunities, the culture and tourism industry in 2021 is worth looking forward to.

Despite the impact of the epidemic, in 2021, world economists have full confidence in China's economic development. With international tourism at a semi-stagnation, China's domestic tourism consumption confidence has been fully restored, and tourism development potential has been effectively released. Seizing the six major opportunities, the culture and tourism industry in 2021 is worth looking forward to.

World economists have high hopes

In 2020, the new crown epidemic is raging around the world, and the global economy has suffered a great blow. Regarding the future economic development, the world's authoritative organizations have given very optimistic estimates, and various economists have high hopes for China's economic development. .

The Organization for Economic Cooperation and Development (OCED) released a global economic outlook report, predicting that the global economy will grow by 4.2% in 2021, and China will contribute more than one-third of global economic growth. The International Monetary Fund (IMF) mentioned in its latest "World Economic Outlook Report" that the global economy will shrink by 4.4% in 2020, and the Chinese economy will grow by 1.9%, making it the only major economy in the world to achieve positive growth. The IMF predicts that China's economic growth next year is expected to reach 8.2%.

The world's confidence in China is not only derived from China's effective prevention and control of the epidemic, but also because China has still taken a series of measures to promote economic reforms and expand opening up in the face of the impact of the epidemic, which has effectively improved the resilience of the Chinese economy.

Domestic tourism is picking up steadily

In the first half of 2020, China's tourism industry suffered heavy losses due to the impact of the epidemic. In the first half of 2020, my country's domestic tourists numbered 1.168 billion, down 62% year-on-year, and domestic tourism revenue was 0.64 trillion yuan, down 77% year-on-year. Judging from the development in recent years, the scale of tourism receipts in my country has maintained a steady growth, from 2.641 billion in 2011 to 6.006 billion in 2019, an annual growth rate of 10.96%.

With the effective prevention and control of the epidemic in China, the confidence of tourism consumers has gradually recovered. In May 2020, the central government issued the programmatic guidance of "gradually forming a new development pattern with the domestic cycle as the main body and the domestic and international dual cycles mutually promoting each other". The use of reform and opening up measures to stabilize employment, protect people's livelihood, promote consumption, stimulate the market, stabilize growth, and effectively stimulate the recovery of the tourism economy. According to data during the National Day of 2020, during the National Day and Mid-Autumn Festival, the country received 637 million domestic tourists, a year-on-year recovery of 79.0% on a comparable basis; domestic tourism revenue was 466.56 billion yuan, a year-on-year recovery of 69.9% on a comparable basis. According to China UnionPay data, the transaction value of the UnionPay network reached 2.16 trillion yuan in the 7 days before the National Day holiday, an increase of 6.3% over the same period last year; this year, the National Day and Mid-Autumn Festival were unified, and the transaction amount on the day exceeded 330 billion yuan, an increase of 15.5% year-on-year. .

Data show that China's domestic tourism has gradually recovered. As long as the epidemic does not recur in a large area in 2021, the development of domestic tourism is still worth looking forward to.

International tourism will take time to resume

Under the impact of the epidemic, the development of outbound tourism in 2020 has basically stagnated. Since the outbreak of the epidemic, the General Administration of Customs, the National Immigration Administration and other units have jointly issued recommendations suggesting that nationals should not participate in inbound and outbound tourism unless necessary to reduce the cross-border movement of people. The year-on-year growth rates of outbound tourists from January to June in 2018 and 2019 are all positive, while the year-on-year growth rates of outbound tourists from January to June in 2020 are all negative.

According to data released by the Beijing Bureau of Statistics, in the first three quarters of 2020, the number of inbound tourists received by travel agencies (groups) was 33,188, a year-on-year decrease of 95.5; the number of outbound tourists organized by travel agencies was 471,240, a year-on-year decrease of 87.1%.

As the international epidemic situation is complicated and changeable, experts from the World Health Organization stated on December 11 that from an epidemiological perspective, the global epidemic situation is still very unstable. Although the new crown vaccine gives people hope, other anti-epidemic measures are still indispensable. Or missing. Some experts predict that it will be difficult for international tourism to return to its pre-epidemic conditions within 2-3 years. It is expected that in 2021, international tourism will remain at a semi-stagnation.

6 major development opportunities in the future

(1) The new era has given birth to a new pattern, and high-quality products are facing the greatest opportunity.

Our country is forming a new development pattern in which the domestic big cycle is the main body and the domestic and international double cycles promote each other. The new opportunities for culture and tourism are embodied: high-quality products, industries, district construction and business upgrades.

The stagnation of international tourism has brought good development opportunities for domestic high-quality tourism. The guiding ideology of double circulation also requires that the tourism industry should realize the return of outbound cultural tourism consumption.

Relying on the cultivation of high-quality cultural tourism consumption scenes, actively introduce tax-free shopping, catering, hotels, cultural performances, cultural research, cultural venues, luxury goods, medical beauty, beauty and health, cruises and other international brand institutions to promote outbound culture and tourism consumption. The transformation of domestic consumption will make the domestic consumer market bigger and stronger.

Exploit the attraction of cultural tourism resources and major events with Chinese characteristics such as world heritage, national culture, historical culture, intangible cultural heritage, international sports events, new urbanization and rural revitalization strategies, actively develop the inbound consumer market, and promote international business service areas The construction of high-quality culture and tourism consumption needs.

(2) New traffic expands new space

With the planning and construction of major projects such as the Sichuan-Tibet Railway, a comprehensive three-dimensional transportation network has been established in areas such as Guangdong, Hong Kong, Macao, the Yangtze River Delta, and the Yellow River Basin. The construction of Beijing-Shenzhen High-speed Railway, Beijing-Zhangzhou High-speed Railway, and Beijing-Xiong High-speed Railway has effectively reduced travel time. The reduction of travel time has played a vital role in expanding the 4-hour travel circle and expanding the consumption radius.

Micro vacations in the "one-hour traffic circle" around big cities will face major development opportunities. Several major urban agglomerations have formed a "one-hour traffic circle" with improved transportation, effectively promoting the transformation of spatial "integration" into time "co-city", forming a new space of "a day life circle, weekend consumption and leisure circle" .

(3) Urban-rural integration brings new quality

New urbanization and rural revitalization have become the driving force to promote economic and social upgrading. Among them, the shortcomings of basic public service facilities have become a centralized platform for stimulating investment and consumption. Improving medical and health facilities, improving educational facilities, improving nursing facilities for the elderly, developing cultural and sports facilities, improving social welfare facilities, and building comprehensive community service facilities have greatly improved the quality of cultural and tourism development, and the integration of urban and rural areas into cultural tourism The rapid and high-quality development of

(4) New ways of fostering new technologies

The construction of smart culture and tourism system based on 5G technology accelerates the emergence of new cultural and tourism methods in product creation, public service facilities construction, new experiences, new marketing, market management, and industrial extension, providing independent travel and vacation tourism. Technical Support. In addition, scientific and technological innovation is combined with the development of cities, towns and villages to build big data centers, driverless experience, smart hotels, smart scenic spots, smart resorts and other characteristic projects. New technologies have become important tools for cultural and tourism transformation and upgrading.

(5) New development after the epidemic

The post-epidemic situation has brought room for development for "new retail" and "net celebrity marketing". Cloud tourism, cross-border sales of goods, and online celebrity products have become the "new blue ocean" for cultural tourism companies to seize the beach, and "contactless service" has led to the fire of intelligent unmanned hotels, promoting the transformation of the culture and tourism industry. During the normalization of the epidemic, live webcasting has become a new scene of information dissemination, product transactions and consumption, directly affecting the dissemination and sales channels of cultural and tourism companies and brands.

The epidemic has accelerated the awareness of life and health of the people. With the normalization of the epidemic and the arrival of the post-epidemic era, the attention of new formats such as low-density tourism, eco-tourism, rural tourism, customized tourism, and health tourism has increased.

Public service facilities, cultural resources, cultural industry parks, tourist attractions, and resorts have all become new consumption content, accelerating the promotion of modern cultural consumption formats and the cultivation and gathering of mid-to-high-end leisure and holiday products.

(6) Build a new scene for independent travel

In the era of autonomous tourism, tourists completely independently choose the time, route, content, travel mode, travel partners, travel service methods, service providers and payment methods, etc., presenting themes, customization, niche, in-depth, random, Pre-ordered, fragmented, and adjustable consumption characteristics. Tourists’ experience of tourism expands from scenic spots to entire regions. Tourist elements attract materialization. Traditional industrial elements such as accommodation and transportation are gradually upgraded to “new tourism products”. Industrial parks, characteristic blocks and urban functional areas are all expanded into new scenes and infrastructure. The importance of public service facilities and various supporting facilities has been greatly increased, and thematic, experience, quality, intelligence and specialization have become important standards. (*Source: Lvwei Cultural Tourism Comprehensive from, Beijing Bureau of Statistics, Xinhuanet, Tencent News, etc.;)