The "Several Measures on Unleashing the Potential of Tourism Consumption and Promoting the High-quality Development of the Tourism Industry" (hereinafter referred to as the "Several Measures") recently issued by the General Office put forward 30 measures from five aspects. In terms of strengthening inbound tourism, the "Several Measures" proposes to implement an inbound tourism promotion plan. Specific measures include optimising inbound tourism products and routes, and launching more tourism products and services that are popular with inbound tourists. Strengthen overseas market publicity and precision marketing, and continue to carry out "Hello!".China" national tourism image series of promotion activities. The implementation of these measures is of great significance for the recovery and revitalization of the inbound tourism market, which has been hit hard by the epidemic.
In the long run, promoting the development of inbound tourism requires the joint efforts of enterprises, enterprises and relevant levels to implement effective inbound tourism promotion programs, continue to optimize visa policies, promote the upgrading of inbound tourism products, systematically plan and strengthen overseas tourism marketing, actively cultivate inbound tourism markets and talents, and promote the brand building of China's world-class tourist destinations.
First of all, systematically plan and strengthen overseas tourism marketing.
The first is to reshape the image of China's tourism from a strategic height and carry out marketing and image communication to the world. Develop new awareness programs and incentive programs for post-pandemic returns. Integrate overseas marketing resources such as overseas agencies, travel agencies and tourism platforms, focus on promoting transparent and friendly entry policies, high-quality tourism reception facilities and services, and publicize and promote the transit visa-free policy.
Since December 1, China has implemented a unilateral visa-free entry policy for six countries, including France and Germany. According to the statistics of the National Immigration Administration, from December 1 to 3, the number of people entering the country from relevant countries continued to rise, with a total of nearly 180,000 people entered China. Among them, nearly 7,000 people came to China through visa-free, indicating that the policy has achieved positive results.
The second is to improve the external information dissemination mechanism, expand the radiation level of China's tourism through a variety of channels, especially change the past practice of focusing on the construction of "communication aircraft carriers", strive to develop small and light "communication submarine groups", form a large "spokesperson group", and gradually create a more attractive image of China from the cognitive and emotional aspects. Relying on the professional team, through social **, industry organizations, enterprises, international students and other channels to publicize, according to the information needs of inbound tourists, set up attractive topics, timely release on international social **, and encourage inbound tourists to become an important force in the re-dissemination of China's image.
The third is to use big data to grasp the dynamics of image communication in real time, adjust communication strategies in a timely manner, and scientifically assist marketing decisions. Establish a monitoring and early warning platform for China's global image communication based on big data technology. Through real-time data, we can quickly obtain the content hotspots and network nodes of China's global image communication, and grasp the dynamics of China's overseas image communication. Through big data analysis, we can clarify the key path and content of China's image in different countries around the world, and formulate accurate marketing plans for different destination countries. Evaluate the communication plan through big data, analyze the effectiveness of the communication plan, and adjust the marketing communication plan in a timely manner.
Second, restore and improve the capacity of inbound tourism reception facilities and services.
The first is to help inbound travel agencies resume their exhibitions. Deepen the support policies and employment security policies of travel agencies, delay the time for making up the deposit for inbound travel agencies that have handled temporary withdrawal and postponement of the payment of tourism service quality deposits, delay the payment of employee social insurance and provident fund, and give one-time employment subsidies to new jobs. The policy of some key foreign-funded and inbound travel agencies should be tilted, and the tax policy for duty-free shops in the city should be studied and improved as soon as possible.
The second is to focus on improving the reception facilities of star-rated hotels and attracting experienced international hotel management talents to return. Provide financial instruments such as inclusive finance to help the accommodation industry obtain funds for hardware modernization and maintenance, improve salary levels, and replenish human resources. Corresponding policy preferences and subsidies will be given to newly opened high-star hotels, and the service facilities and reception capacity of star-rated hotels will be rapidly improved.
The third is to issue service vouchers for inbound tourism enterprises to provide enterprises with financial and tax, legal, management consulting, information technology and other services, focusing on supporting scientific and technological empowerment and product innovation, and helping inbound tourism-related industrial chain enterprises to recover.
Fourth, attach importance to the cultivation of inbound tourism talents. **Colleges and enterprises should jointly establish a comprehensive tourism higher education and vocational training system, encourage professional skills training for in-service employees, and improve the overall service level. Provide a good employment environment and development opportunities for tourism talents, and attract more outstanding talents to join the inbound tourism industry.
Finally, we should pay attention to the tourism experience and enrich the supply of inbound tourism products.
The first is to break through the service blockages and improve the overall level of tourist experience. In view of the outstanding problems that affect the inbound travel experience, we will prescribe the right medicine to improve the satisfaction of tourists. For example, increase international direct routes and flights, reduce transit links, and improve the convenience and optionality of inbound tourism;Build more duty-free shopping areas, provide more duty-free shopping discounts, and promote consumption;Encourage and support merchants to expand payment methods, expand direct consumption scenarios of overseas cards, set up foreign currency exchange points in key places, and improve the operational convenience of overseas tourists using WeChat and AlipayCreate a "China one-click tour" application, which can switch to multiple languages, realize the functions of ** consultation, map navigation, scenic cloud tour, personalized recommendation, ticket reservation, hotel restaurant transportation reservation, intelligent guide, community feedback, etc., and provide smart tourism services for the whole process of "pre-tour, mid-tour, and post-tour" for foreign tourists and the whole element of "food, housing, transportation, travel, shopping and entertainment".
The second is to set up guidance incentive funds to support the development of high-quality inbound tourism products. Support the empowerment of science and technology to create new consumption scenarios, launch in-depth experience products, increase the display of social and technological elements in activities, and take cultural tourism as the core to show the excellent traditional Chinese culture and the achievements of Chinese-style modernization. Create immersive products, through the integration of sound, light, electricity, shadow and other technologies, so that history, culture, landscape and other integration, give the product stronger vitality, and provide tourists with a more interesting and dreamy experience.
Launched interactive products to achieve instant interaction with tourists through artificial intelligence, perceptual interaction, augmented reality and other technology applications, providing tourists with an immersive experience.
Develop panoramic products, through the extensive use of 3D, VR and other technologies and equipment, blur the boundaries between physical and digital, real and virtual scenes, and make the presentation content more comprehensive, three-dimensional, rich and diverse. For example, the scenic tour map can be nested in the panoramic VR, allowing visitors to shuttle through various scenic spots through the Internet and smart devices, both stopping and seeing the whole picture.
The third is to improve various inbound tourism public services. Promote the facilitation of online visas, improve the coverage of electronic visas and the efficiency of visa application platforms, and simplify the entry visa procedures and customs clearance procedures for overseas tourists. Improve the convenient payment system for inbound tourism, improve the convenience of using bank cards and foreign currency exchange in the gathering areas of inbound tourists, major transportation hubs, hotels and large shopping spots, and create a more friendly tourism consumption environment. Relying on digital means, we will expand the coverage rate of inbound travel insurance and provide convenient life insurance services for international tourists. (Author: Zhong Lina, School of Tourism Science, Beijing Second University of Foreign Chinese;Editor: Song Yuqiu).