Wan Zhou

The Ministry of culture and tourism recently released domestic tourism data for the first quarter of 2022. According to the statistical results of domestic tourism sampling survey, in the first quarter of 2022, the total number of domestic tourists was 830 million, a decrease of 194 million or 19.0% over the same period of last year. Domestic tourism revenue (total tourism consumption) was 0.77 trillion yuan, an increase of 0.03 trillion yuan or 4.0% over the same period of last year. Even affected by the epidemic, tourism consumption still showed an increasing trend.

The new covid-19 outbreak of pneumonia in early 2020 has caused heavy domestic tourism. According to the domestic tourism data released by the Ministry of culture and tourism, in 2020 alone, the number of domestic tourists decreased by 52.1% year-on-year, and the total domestic tourism consumption also decreased by 61.1% year-on-year. Most scenic spots have been crowded on holidays and almost disappeared. Although domestic tourism recovered during the Qingming holiday and the National Day golden week last year, domestic tourism has not yet come out of the shadow of the impact of the epidemic. Since the beginning of this year, the epidemic outbreaks in many places have once again pressed the “pause” button for the recovery of tourism, and many cultural and tourism enterprises have difficulty in their operation.

Even so, in the first quarter of this year, the total domestic tourism consumption still showed an adverse growth trend, which made people see the huge space of tourism consumption potential. The positive signals released by the market show that the epidemic is not only a challenge, but also an opportunity. Not waiting for the situation of epidemic prevention and control to improve, taking the initiative to turn danger into opportunity, and activating the “spring water” of tourism consumption potential in a targeted way has become a necessary answer for the tourism industry to deal with the epidemic examination.

At present, tourism has become one of the main ways of people’s leisure life. Although the epidemic has affected public travel to a certain extent, the basic trend of public travel has not changed, and tourism demand is increasingly showing a trend of transformation and upgrading to “quality tourism”. The tourism industry should seize this rare opportunity, fully tap the potential of tourism consumption, and realize the beauty of “a pool of spring water” to overcome the difficulties of epidemic management and activate the potential of tourism consumption.

To activate the potential of tourism consumption, we need to do our homework in improving the sense of tourism experience. Tourism is not simply walking, but relaxing in poetry and distance. Therefore, improving the sense of experience has become the background color to attract tourists. In this regard, the market entities operating tourism should earnestly bid farewell to the means of attracting tourists through low-cost competition in the past, and take the initiative to protect the rights and interests of consumers and improve tourism experience as the first priority. The competent department of culture and tourism should also focus on the transformation and upgrading of the tourism industry, improve the quality and efficiency, promote new places, optimize the supervision, accurately supervise the improper competitive means of the main body of the tourism market to worsen the tourism experience, connect people’s increasingly strong tourism demand with grounding measures, and make tourists willing to consume in the sense of “worth visiting”.

To activate the potential of tourism consumption, we should calculate the big account of bid farewell to the “ticket economy” and long-term development. “Tourism economy” covers ticket, catering, accommodation and other income, rather than a simple “ticket economy”. Relevant research and data show that the benefits of the tourism industry chain are about seven times the economic value of tickets, including accommodation, transportation, shopping and indirect social wealth. For a long time, many places regard tickets as the main source of income and suffer from “ticket economy” dependence. Such a one-off deal that will not be a big account will not help to release the potential of tourism consumption, nor is it conducive to the long-term development of tourism.

After the flow restriction of personnel under the normalization of epidemic prevention and control has become the standard configuration, all localities should learn to calculate big accounts, actively guide market players to take the initiative to bid farewell to their dependence on the “ticket economy”, with the goal of tapping the potential of tourism consumption and realizing the sustainable development of tourism.

The tourism industry has a long industrial chain and plays a direct role in stimulating the consumption of accommodation, catering, transportation and other industries. In the face of the current situation that the development of tourism is not optimistic under the epidemic, local cultural and tourism authorities and relevant market subjects should dare to go against the trend, activate the “spring water” of tourism consumption potential, and release the potential driving force of tourism consumption, so as to help the tourism industry overcome the difficulties of the epidemic and promote the transformation and upgrading of tourism, So as to promote the development of national economy.

For China / vision