Original title: Wei Xiaoan |2024: Steady.
Wei Xiaoan, General Counsel of the Leisure and Resort Branch of the China Tourism Association.
In the blink of an eye, 2023 is coming to an end. The psychological habits of the Chinese nation, when it comes to things, must pursue a great reunion. When it comes to time, it must be that tomorrow will be better. From a tourism point of view, it is also a sunny avenue, at least a flat river, which can be soaring. I've been saying since the beginning of 2023 that I'm just taking a breath this year, and I'm going to be able to turn around next year. In the 10 months since February, I have traveled around the country, traveled to 96 cities, attended 110 conferences for 210 days, watched more than 400 projects, and met countless industry people. All the way, all the way to read, all the way to listen, all the way to think, all the way to talk, and finally formed 147 manuscripts, more than 2 million words. Intensive research, intensive feelings, still feel that it is not appropriate to be optimistic. In 2024, steady and steady may be the best choice.
First, from the perspective of domestic tourism, the key lies in consumption. The current tourism consumption environment has reached the best period in history, and the best at all levels attaches great importance to it, and friendly destinations are being cultivated. However, the consumption capacity is worried, although tourism consumption has become a hot spot in various fields of consumption in the country this year, but it is a common phenomenon that Wangding is not prosperous. After the New Year, everyone will have money?I don't believe it anyway.
Second, inbound tourism has reached an all-time low, with the recent release of one-way visa exemptions for six countries, for the first time in history, and the results have also been seen, albeit limitedly. Visa is only the first pass, after foreign tourists enter the country, information circulation, consumption payment, language environment, etc., a series of things are not convenient, but in contemporary society is difficult. Outbound tourism is originally a spillover of China's consumption, but geopolitical changes, concerns about safe tourism, especially the understanding and practice of outbound tourism, are difficult to be optimistic. Diplomatic tools, economic and trade tools, cultural tools, comprehensive use, outbound tourism can play a greater role.
Third, the problem facing China's tourism is not today, but in the process. Uneven supply and demand, uneven structure, weak enterprises, poor efficiency, insufficient science and technology, brain drain, and six major problems, there is still no explanation, let alone understanding and analysis. We will always be in a good situation and an important industry. In the stage of tourism entrepreneurship and growth, it is necessary to insist on this. To this day, is it still like this?If you don't face up to the problem, you can't make the right decisions.
Fourth, after 45 years of development, China's tourism industry has formed a huge market scale, huge asset stock, and huge operating capacity. In general, the relationship between supply and demand is relatively loose, and traditional industries have been oversupplied. The era of hard development is over, and the era of soft development must begin. As a result, the era of attracting investment has passed, and the era of attracting talents and wisdom has come.
Fifth, China's infrastructure construction has reached the world's first-class. What used to be a constraint on the development of tourism is now a driving factor. The just-held National Conference on Tourism and Transportation is a clear proof that the generalization of tourism investment subjects and investment objects has become a new trend.
In this context, looking at Chinese tourism in 2024, it is not necessary to inflate and exaggerate. However, in the self-first era, everything is easy to magnify, and then radiate to the whole picture. Analyzing it carefully, there are several points to focus on.
First, digital empowerment, scenario-based consumption, high-quality experience, and high-frequency leisure. It will become a common phenomenon, and it will also become the object of hype, which will trigger a false boom.
Second, from Internet celebrity to long-term popularity, it is a goal pursued by many places. Influencers have a pattern :
First, everyone has what they have in their hearts, and what everyone has in their pen. Second, it is unexpected and reasonable. The third is life-oriented content, unique performance, digital foundation, and network communication. And Changhong is intensively cultivated, cultivating classics, there is no long-termism, how can Changhong?
Third, it is possible to do less incremental articles, more stock articles, tap potential and transform, and then add icing on the cake. The first is urban renewal, which corresponds to urban leisure. The second is rural revitalization, seeking rural micro-vacations. It is the real pursuit to set small for big, set fine development, create a new life, and provide a new way of life.
Fourth, on the whole, recovery and retrogression are intertwined, order and chaos are intertwined, hope and difficulties are intertwined, and problems and relief are intertwined. This is precisely the hot spot of the new pattern. The characteristics of the market are not short-term performance, but the germ of long-term trends, and the trend is bottom-up, and it will also form a spark. The consumption level is safe, close-range, short-time, and fast;The supply side will produce small, refined, special and new trends. ** level should be the countermeasures of affinity, harmony, quality and assurance, that is, pro-business, moderation, quality and assurance.
For this reason, in 2024, there is no need to pursue great development, let alone take off. Steady and steady, think about the present first, and survive first. If you can eat enough, let's talk about expansion. Besides, it is the duty of ordinary people to work and eat to earn money to support their families. There are so many successes?It's okay to fool others, don't fool yourself. The world is very big, the world is very wide, and for us, it is only one acre and three points of land under our feet. Happy New Year is coming. (Author: Wei Xiao'an is the general consultant of the Leisure and Resort Branch of the China Tourism Association).