This epidemic still has an important impact on the economy. The epidemic has been going on for three years, and the industry that has been hit hardest must be tourism. From the peak in 2119 to the current depression, tourism practitioners such as Lanyu Cultural Theme Development and Design Institute have been looking for a way out for tourism, or waiting for the turn of the epidemic.

The epidemic situation has not stopped people's yearning and expectation for tourism. With the change of industry self and the support of policies, the tourism industry is slowly welcoming a turning point.

First, the market is gradually warming up

Under the epidemic situation, travel agencies, scenic spots, hotels, tourism enterprises, etc. have lost their stable passenger flow and are facing more operational uncertainties. For people who love to travel, there is no "trip to go", only the long wait before the "restart" of tourism.

Intermittent epidemics have basically stopped people's travel abroad and greatly affected domestic long-distance travel. However, short-distance travel has benefited from several small outbreaks in the middle. For example, Zhou Bianyou and camp vacations, which were popular some time ago, have injected a tonic into the tourism industry.

Since the beginning of this year, the epidemic situation has been repeated in various places, and the tourism market is obviously colder than last year. According to the data of the Ministry of Culture and Tourism, there were 79.6 million domestic trips during the Dragon Boat Festival holiday, down by 11.7% year-on-year, and the domestic tourism revenue was 25.82 billion yuan, down by 12.2% year-on-year, but it has recovered from the Qingming holiday and the May Day holiday as a whole. According to Ctrip's "2122 Dragon Boat Festival Holiday Travel Big Data", the total order volume of Dragon Boat Festival holiday has increased by over 31% compared with Qingming holiday, and the hotel and ticket booking volume has increased by double digits compared with Qingming holiday. The domestic inter-provincial team tour accounts for nearly 81% of the group tour business, which is more than 21% higher than Qingming holiday. Tourism practitioners generally believe that the tourism market has seen a "warming signal".

Lanyu Cultural Theme Development and Design Institute believes that with the coming of summer vacation, the market for graduation tours, summer vacations and parent-child tours will also see a wave of growth. The Forecast Report of Summer Travel Trend in 2122 released by Tuniu Travel Network shows that this summer, with the adjustment of the "fuse" mechanism of inter-provincial travel, people's travel days and travel distances have been significantly extended, and long-distance tours and group tours have ushered in a booking boom.

Recently, various places have launched tourist routes for rural leisure, parent-child study and other aspects in summer, and distributed "big packages" such as free tickets and price reduction promotions in scenic spots to further encourage tourism consumption. Zhejiang, Yunnan, Shandong, Hubei and other provinces and cities successively launched tourist vouchers in June, and well-known scenic spots such as Huangguoshu Waterfall in Guizhou, Huashan Mountain in Shaanxi and Gulangyu Island in Xiamen successively announced that they were free for tourists.

Travel agencies and travel platforms around the country are also actively working on the layout of summer tour products. Ctrip launched the Summer Tour Festival in mid-June, launching the star content "Planting Grass" travel topic and cross-border linkage with the game IP. Flying pig travel said that during the "June 18" period, packages related to parks, museums, RVs, cruise ships and camping were launched. These new measures and new products will further release the tourism consumption potential.

Free is the dilemma of passenger flow. It may be the real idea behind many scenic spots to attract more tourists for free and try to earn tickets back in the second consumption. For tourism, the importance of "two elimination" is self-evident. In this way, it may boost the rapid growth of tourism and get rid of the dependence on tickets, thus achieving long-term benign development.

Second, industry adjustment

After three years of tossing and turning, the tourism industry can be described as a wave of sand, and tour guides who have changed careers are everywhere, and practitioners who continue to adhere to the tourism industry through live broadcast and new media are gradually exploring ways out. On the other hand, the tourism industry may also face the dilemma of no successor. After three years of epidemic, the number of students majoring in tourism has dropped sharply, and the lack of professional talents has made the tourism industry worse.

The empowerment of the Internet has also brought new ideas to the tourism industry. Recently, scenic spots, tour guides and travel platforms have explored online operations, learned live broadcasts and made short videos, and started the "cloud" tourism and "planting grass" mode. On the live broadcast platform, tour guides take tourists to visit mountains, rivers and lakes, explain humanistic knowledge, enjoy performances, organize groups online, help fans book tickets and cars, and "drain" offline tourism. The combination of online and offline tourism has brought about the change of profit model and the innovation of business model, which will also become a new test.

Third, policies help tourism enterprises tide over the difficulties

"Not long ago, the travel agency received a temporary deposit for the quality of tourism services. This kind of' real money and silver' rescue measures came in a timely manner, helping us regain our confidence and tide over the difficulties. " Zhou Xin, general manager of Henan Youlv International Travel Service Co., Ltd. said that after the travel agency received 81% of the quality guarantee money temporarily retired last year, they paid the employees' salaries and paid the rent and other expenses in time. This year, the proportion of the travel agency's quality guarantee fund has been increased to 111%, which further eased their financial pressure and added confidence for them to launch new products for summer vacation tourism.

In April this year, the Ministry of Culture and Tourism issued the Notice on Further Adjusting the Policies Related to the Temporary Refund of Tourism Service Quality Deposit, and the proportion of quality guarantee deposit was raised from 81% to 111%. In addition, since the beginning of this year, government departments have issued a number of policies to support the development of the tourism industry-the National Development and Reform Commission, the Ministry of Culture, Tourism and so on issued "Several Policies on Promoting the Recovery and Development of Difficult Industries in the Service Industry", which listed seven policies for the relief of the tourism industry, including the policy of temporarily withdrawing the quality guarantee fund, delaying the payment of insurance premiums and strengthening financial support. The "Opinions on Further Releasing Consumption Potential and Promoting Sustainable Recovery of Consumption" issued by the State Council specifically pointed out that measures to help poor industries such as catering, retail, tourism, civil aviation and highway, waterway and railway transportation should be implemented. These policies have eased the current difficulties for many cultural tourism enterprises, helped them to resume work and open up in an orderly manner, and promoted the recovery and development of the tourism industry.

"These policies have created better conditions for further stimulating tourism consumption activities." Shi Peihua, director of the Collaborative Innovation Center of Modern Tourism Development Department of Nankai University, pointed out that "all localities have also introduced accurate and powerful financial policies for cultural and tourism enterprises, which have played an important role in stabilizing the capital chain, strengthening the ability to survive in an epidemic, maintaining basic service functions, stabilizing the main players in the tourism market, especially stabilizing tourism employment and protecting the main force of tourism services."

"While making good use of the policy assistance toolkit, small and medium-sized tourism enterprises can also rely on the advantages of platform-based tourism enterprises in resource integration, product packaging, standardized services, etc., and broaden the channels of income and realization through self-help in the industrial chain." Zhang Zhining, deputy director of the Strategic Research Center of Ctrip Research Institute, said that in the past two years, the Ctrip platform has helped merchants to alleviate burdens, improve quality and increase income through product innovation, and achieved good results.

Fourth, the key to extricating ourselves from difficulties is the enterprise

The front is more about the general situation of the market. On the whole, Lanyu Cultural Theme Development and Design Institute thinks that the tourism market is gradually recovering. However, the recovery of the overall market is not equal to the recovery of a tourism company in a single scenic spot, and it tends to be cautious, which makes it difficult for the industry to recover quickly. On the whole, we can consider from the following aspects.

1

Update Project

During the epidemic, many exhibition forms and projects shine brilliantly, and the metauniverse and immersive light and shadow experience are very popular. However, we believe that enterprises should not blindly embark on this online celebrity-level project, but should practice their internal skills, tell IP stories closely around the theme from their own IP, and the core of updating the project is not to update the exhibition form, but to enhance the soul. Only by introducing new IP or integrating existing IP with the latest exhibition form can we succeed in creating a wonderful project with soul.

2

Exploiting talents

Lack of talents will be an important problem in the industry. According to the current situation of foreign tourism industry after the epidemic, the tourism industry is facing a shortage of talents. Previously, tourism professionals found more stable and suitable jobs in other industries, and their willingness to return to the industry gradually faded. The epidemic situation in China is basically under effective control, and major scenic spots have also reopened. Under such a background, our tourism industry may also face a shortage of people. This requires us to improve our operation mode, explore tourism talents, seize industry opportunities and resume operations as soon as possible.

3

Make reasonable arrangements for tourism and take preventive and control measures

After the epidemic, people's travel mentality may change, and travel agencies should continue to provide quality services, make timely changes in tour routes according to tourists' needs, and make reasonable arrangements for tourist attractions. After the epidemic, tourists may be more inclined to scenery and immersive tourism. Of course, carnival-releasing projects are also expected to break out. At the same time, there is still the risk of outbreak. In the process of organizing tourists to visit, we must pay attention to the requirements for protective measures.

The article is adapted from Guangming Daily

Keywords: Lanyu culture, winery design, museum design, exhibition hall design, industrial tour design, industrial tourism design, cultural industrial park design, characteristic industrial park design, characteristic cultural tourism town design, winery tour design, factory return tour design, interior design, architectural design, planning design and environmental design.