Editor's note.
In the context of accelerating the formation of a new development pattern with the domestic cycle as the main body and the domestic and international cycles reinforcing each other, consumption will add impetus to the economic cycle. As a consumer service industry, the cultural tourism industry has been seriously affected by the epidemic. The first ** week under the normalization of epidemic prevention and control is a key node for the cultural and tourism industry to enter an accelerated recovery, and it is also an excellent period to observe the recovery of cultural and tourism consumption, the cultural and tourism industry to seek change in crisis, and the transformation and upgrading of the cultural and tourism industry. Starting today, Nanfang** and Nanfang+ will launch a series of in-depth reports on the "Apocalypse of Cultural Tourism Reform after the Epidemic", focusing on the deep changes and new opportunities of the tourism industry under the normalization of epidemic prevention and control.
This year's Mid-Autumn Festival and National Day ** week is extraordinary.
Behind the sigh that "the National Day has passed the Spring Festival" is the strong economic resilience and consumption vitality presented in the first ** week under the normalization of epidemic prevention and control.
The cultural and tourism industry, as a consumer service industry with a closer demand for short-term economic activities, has particularly highlighted its recovery performance in the first week. Under the impact of the epidemic, from shutdown to change, from waiting for customers to welcoming guests, the "hand of consumption" has always escorted "poetry and distance".
On the demand side, new vitality of consumption is released.
In the first week after the epidemic stabilized, the Mid-Autumn Festival coincided with the National Day. The eight-day holiday is seen as the strongest opportunity for the tourism industry to recover in the second half of the year: it not only carries the long-pent-up travel demand of consumers, but also the "last battle" for the tourism industry, which has been shut down for several months due to the epidemic.
On October 3, Liu Wanyan, a room attendant at a local five-star hotel in Guangzhou for 23 years, ushered in the busiest day since the epidemic. "It's been a long time since I've been so excited! On the same day, the occupancy rate of the hotel reached more than ninety, and in order to vacate clean and hygienic rooms in time, she disinfected and cleaned more than 10 rooms on the basic workload.
At 4 p.m. on October 8, the ticket system of the Gulongxia Forest Kingdom in Qingyuan showed that a total of more than 70,000 visitors were welcomed on the 8th of the holiday. "The guests are back! Xu Weiyue, deputy general manager of the scenic spot, finally breathed a sigh of relief.
From looking forward to welcoming customers, with the help of the "hand of consumption", the tourism industry has kept the clouds open and seen the moon. With the economic recovery improving, people celebrated the steady restoration of production and life order in various ways during the long holiday, and Guangdong was full of vitality in cultural, business and tourism consumption.
From October 1 to 7 days, the turnover of Guangzhou's catering industry reached 5 billion yuan, and the city's in-store catering orders increased by more than 30% compared with the same period last year.
The former residence of General Xie Jinyuan in Meizhou became an instant hit because of the release of the movie "Eight Hundred" and became an in-depth "Internet celebrity" check-in place.
During the National Day period, nearly 1,000 tourists visit Shaoguan, Lechang, Pingshi, Zhenjiang Village and other research sites related to the history ......of education in South China, and as of October 7, tens of thousands of tourists have been received
The supply side makes efforts to optimize new products.
Before the arrival of the week, ** travel platforms have successively launched a "subsidy war" for tourism products: from the "1 billion subsidy" plan launched by Tongcheng-Elong, to Fliggy's "10 billion" cashback subsidy, and then to Ctrip and Meituan have joined the battle. In addition, more than 20 provinces and cities such as Beijing, Shandong, Zhejiang, and Zhengzhou have issued consumption vouchers for long holidays, and according to Ctrip's big data, more than 1,500 scenic spots across the country have implemented different free or discount ticket policies.
In the face of the changes in demand brought about by the epidemic, the supply of cultural tourism has been done in one move. As the largest province in terms of outbound travel, Guangdong has a richer supply of local cultural and tourism products when outbound tourism has not yet resumed. According to the data of only one travel agency, the number of local tours in Guangzhou increased by 100% year-on-year, leading the domestic and provincial tourism sectors for the first time. Wen Qian, vice president of Guangzhou Tour, said that "localization of travel destinations" is a new feature of the tourism market during the 2020 Mid-Autumn Festival and National Day ** week. Guangzhou's high-quality local tourism resources not only attract foreign tourists to visit Guangzhou for in-depth tourism during the holidays, but also become an important part of local citizens to rejuvenate the flower city and foreign friends to unlock Cantonese culture.
On the evening of October 1, 120 urban and rural residents from Guangzhou, Foshan, Shunde, Zhongshan, Jiangmen, Zhanjiang and other cities in the province gathered together on a Mid-Autumn Festival charter boat with the theme of "Pearl River Flower Moon Night" to enjoy the moon, travel at night and taste Cantonese cuisine.
The moon is the hometown of Ming. Ms. Deng, a citizen of Guangzhou, lamented that although she stayed in Guangzhou during the holiday, she revisited Huacheng in a different way, and she had a new understanding and understanding of her hometown.
In addition, during the long holiday, the Guangdong Provincial Museum held the "Lingnan People - Lychee Culture Exhibition", the Provincial Cultural Center held a series of activities of "Festival 'Sigh' Intangible Cultural Heritage", the Guangdong Cantonese Opera Cantonese Opera Huimin Performance held by the Guangdong Cantonese Opera Company, the "Children's Book Festival" held in Jiangmen, and the "15th Wenjin Book Award Winning Book Exhibition" held by Zhuhai Library, etc., further enrich the connotation of holiday leisure and let poetry run through the cultural tourism experience.
Cross-border integration gives rise to new business formats.
Sail against the current and hold it hard, and retreat a thousand times away. The impact of the epidemic has not completely dissipated, and how to find opportunities in the crisis and find new opportunities in the reshaping of the industrial pattern is related to the sustainable development of the cultural tourism industry.
The new format has injected a new impetus into the Guangdong cultural tourism market this year.
Beijing Road Pedestrian Street, the country's first 5G pedestrian street, which rushed to "open the street" before the holiday, has become one of the most favorite holiday tourism check-in points for citizens and tourists, attracting more than 400,000 tourists on the first day of the National Day holiday; The AR interactive area of "Take Pictures with Guangzhou" is crowded almost every day, and technology expands the boundaries of time and space in the travel experience.
New tourism formats such as paramotors, hot air balloons, drones, and seaplanes on Yanzhou Island in Zhaoqing have refreshed tourists' travel experience and concepts; In the automobile culture camp in Zhaoqing New District, the lights are flickering and the voices of people are boiling, like a bazaar, and the stall owners are "practicing stalls" at night, so it is not lively.
Yunfu's various food festivals, snack festivals, beer festivals, river fresh festivals and other special activities create a beautiful scenery for the night market.
Huizhou City held the "Wonderful Night" Huizhou Cultural Tourism and Sports Colorful Consumption Season, and hundreds of series of activities brought prosperity to the night tourism consumption ......
Under the epidemic, people are more focused on domestic high-end tourism and emerging tourism formats. On the eve of the long holiday, Liang Jianzhang, co-founder and chairman of the board of directors of Ctrip, opened the 28th BOSS live broadcast in Macau, and in his opinion, the domestic high-end tourism market, including the Guangdong-Hong Kong-Macao Greater Bay Area, will be more and more concerned by Chinese people. The new format of cross-border integration is becoming a new footnote to the "Travel-friendly Bay Area".
On the eve of the National Day, the Ministry of Culture and Tourism announced 300 national rural tourism boutique routes, which were affected by the epidemic, and the slow-paced, short-cycle, and short-distance travel methods were more favored. Different from urban tourism, rural eco-tourism close to nature and green leisure has increasingly become the mainstream form of tourism. According to data from the Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism, from October 1 to 4, Guangzhou's daily reception of rural tourists has exceeded the level of the same period last year. As a new form of rural tourism, homestays have not diminished their vitality under the impact of the epidemic. The occupancy rate of high-end boutique B&Bs in Zengcheng District, Guangzhou is as high as 9486%, a year-on-year recovery of 154%, and some homestays were full during the long holiday.
In the second half of the recovery of the tourism industry, it is the norm to go through ups and downs. Fragile and sensitive, which is a common attribute of the industry. Flexible and tenacious, this potential trait of the travel industry will inject a steady stream of impetus into people's pursuit of a better life.
Southern ** reporter Zhou Renguo.