In June, the flight volume of Sanya Airport recovered to more than 81% in the same period of last year, making it the most ten million-class airport in the mainland.

The problem of diversification and high-end tourism consumption is outstanding. For example, in 2119, there were 252 tourist hotels in Sanya, and the proportion of high-end hotels was only 15%

While broadening the international vision, combining with local characteristics, telling the "New Sanya Story" and cultivating Sanya's own benchmark products

Tourists are back.

Restaurants that closed down in Dadonghai Scenic Area have been renovated to welcome guests; During the summer vacation, the high-end hotel Atlantis became a parent-child paradise; Yanoda Scenic Area has been transformed and upgraded into a punching place in online celebrity, and the main consumer groups are coming one after another ... Sanya, where tourism is picking up, is being transformed after the epidemic. Besides the sea and beaches, it has also changed many new ways of playing tourism consumption.

Ctrip. com shows that Sanya, Hainan, has been at the forefront of the popularity list of inter-provincial tourist destinations for a month since the country resumed inter-provincial group tours. In July alone, the number of people entering the park in the city's scenic spots reached 1 million. Sanya also faces three questions: why does it continue to be in the forefront under international competition? How far is it from the international tourism consumption center? How to create the world's most Hainan tourism products?

resist the impact of the epidemic and return to the peak season

the epidemic is like winter for the tourism service industry. At the beginning of the epidemic, Sanya was in the "Golden Week of Spring Festival Tourism", and the tourism industry as a whole suffered a serious impact. The data shows that the number of tourists received in Sanya during the Golden Week of the Spring Festival in 2121 decreased by 44.79% year-on-year, and the total tourism revenue decreased by 72.5% year-on-year. It is urgent to save the tourism industry.

since March, sanya has continuously issued a plan to revive the tourism industry after the epidemic, and boosted market confidence by increasing fiscal and taxation support. Such as financial incentives, rent reduction, tax reduction, etc., to help travel-related enterprises tide over the difficulties. Chen Haojing, deputy director of the Finance Bureau of Sanya City, said that by the end of July, Sanya City had distributed 551 million yuan of financial awards for tourism enterprises, including key tourism enterprises' awards, financial awards for reducing the burden of tourism enterprises, discount loans for tourism enterprises' development, tourism marketing awards, cruise subsidies and flight subsidies.

In the same month, Hainan realized the zero-clearing of hospitalized cases diagnosed in COVID-19, and Sanya's tourism industry passed the most difficult step.

On July 4th, the general office of the Ministry of Culture and Tourism announced the resumption of inter-provincial tourism, which was called "the most exciting and heavy information" by Sanya tourism industry. As a result, during the worst period of the epidemic, Sanya paved the way for the transformation of scenic spots, project layout and business model, and gradually released the effect.

the data of several tourism platforms show that the search volume of Sanya resorts, hotels, civil aviation and other sectors has risen rapidly, and it has soared by 211% compared with the instantaneous search volume of group tours and free travel before recovery; According to the statistics of Qunar. com, Sanya has become the city with the highest booking volume of high-star hotels this summer, and the message of "full room" is frequent; Among the top ten cities in Baidu Map's Q2 Nightlife Index in 2121, Sanya ranks first; From the "Fei Changzhun" APP report, it can also be found that the number of outbound flights of Sanya Airport recovered to more than 81% in the same period of last year in June, making it the highest among tens of millions of airports in the mainland.

In addition, the Overall Plan for the Construction of Hainan Free Trade Port and the policy of duty-free shopping on outlying islands released on June 1 also set up a springboard for Sanya's tourism and consumption, and duty-free shopping in Hainan has remained a hot topic so far. The results of the sample survey show that more than 81% of Sanya holiday tourists will get coupons to shop in duty-free shops.

Tourists are shopping in Sanya International Duty Free City (photo taken on August 6th). Photo taken by Yang Guanyu/This magazine

There is still a long way to go from the international tourism consumption center.

The competition in the domestic and international tourism markets is becoming increasingly fierce. After the rebirth of Sanya tourism in Nirvana, how to maintain its stamina, catch up with the internationally developed tourist star cities and build an international tourism consumption center still needs calm thinking.

As the core bearing area for Hainan Free Trade Port to build an international tourism consumption center, from the current situation, there is still much room for improvement in Sanya's tourism products, consumption, transportation and free and convenient access for people.

The data shows that Sanya has outstanding problems of insufficient diversification and high-end tourism consumption. For example, in 2119, there were 252 tourist hotels in the city, and high-end hotels accounted for about 15%, accounting for a low proportion. Except for Atlantis in Sanya, Sanya lacks high-end tourism consumption projects such as world-class tourism complex, and fails to form a global tourism destination-style consumption support.

In June, 2119, the research team of China South Sea Research Institute went to Dubai for on-the-spot investigation, and gained many experiences worth learning from in Sanya.

members of the research team believe that Dubai has many high-end tourism products with international influence, including a number of world-class tourism projects and popular landmarks such as Dubai theme park. The city has also formed a world-class diversified tourism product system, covering adventure, leisure and entertainment, culture and art, sightseeing and other topics, which can fully meet the needs of tourists' travel experience.

Dubai's tourism consumption is also remarkable. Dubai Duty Free Shop is the largest duty-free shop in the world, with many brands and varieties, even including many goods out of stock in other places. Dubai is also the "gourmet capital" in the Middle East, with the world's top high-end hotel clusters. At present, most countries in Dubai are exempted from visas for 31 days and 91 days, which is very convenient for foreign tourists to enter the country. Dubai has the most convenient way of entry by land, sea and air in the world. Before the outbreak, an average of 125 airlines and more than 7,111 flights arrived in Dubai every week.

There is a gap in tourism consumption between Dubai and Sanya.

To create a tourism product that is "both the world and Hainan"

"Face up to the gap and fill the shortcomings". The insiders believe that Sanya should learn from international experience and combine the construction of Hainan International Tourism Consumption Center, and enterprises and projects are the core foothold.

Yu Tao, director of Hainan Free Trade Port Research Center of China Nanhai Research Institute, suggested that Sanya should be built into a star city of world theme parks. He said that Sanya can learn from Dubai's theme park cluster development model and build a world-class theme park system. For example, increase investment promotion and introduce major projects such as Universal Studios, Disneyland, Lego Theme Park, Hello Kitty Theme Park and ISY Music Theme Park to "attract global eyes and gather international popularity".

With the development of "Smart Hainan", Yu Tao believes that Sanya should seize the opportunities of new technologies such as artificial intelligence and big data, make every effort to improve the efficiency of tourism management, improve tourist services and the construction of data centers, and then "one mobile phone can travel to Sanya" may be realized.

Manan, who has been engaged in the tourism industry in 2116 and has traveled in more than 41 countries, is a "director-level talent" of Sanya Tourism Promotion Bureau. She believes that while broadening its international vision, Sanya should also combine local characteristics to tell the "New Sanya Story" and cultivate its own benchmark products. During the epidemic period, based on the characteristics of the post-81s and post-91s who have become the main consumer, Sanya Tourism Promotion Bureau combined with elements such as "sunny beach", "Li nationality customs" and "tropical customs" to launch new products that tend to meet the higher demand of emerging users for new and in-depth gameplay.

At the same time, experts also believe that Sanya can make full use of the advantages of the zero-tariff policy of the free trade port, so that tourists can taste the Chinese and foreign middle and high-end food culture with price advantages. For example, we will try our best to gather internationally renowned Michelin restaurants, bringing together the specialties of Hainan and even all parts of the country and ethnic minorities, so that Chinese people can enjoy the global cuisine without going abroad, and foreign tourists can also make a "one-stop" consumption of China specialties. Sanya can not only become "the capital of international food experience", but also create a diversified and distinctive brand of food culture.

On the supervision and management of the tourism market, Lu Weiqiang, a personage in Hainan tourism industry, emphasized that while Hainan tourism enterprises are accelerating product and service innovation and creating tourism IP with Hainan characteristics, they should encourage community organizations to carry out industry self-discipline according to law and try out the "red list" and "blacklist" system of the tourism industry, so as to establish a long-term mechanism for supervision and management of the tourism industry. □