in order to actively respond to the impact of the epidemic, accelerate the transformation of cultural tourism enterprises from returning to work to resuming production and reaching production, and promote the recovery and development of the cultural tourism industry, on March 8, the Propaganda Department of Guangzhou Municipal Committee, the Municipal Bureau of Culture, Radio, Film and Television Tourism, and the Office of the Municipal Leading Group for Cultural System Reform and Cultural Industry Development jointly issued "Several Measures of Guangzhou Municipality on Actively Responding to the Impact of the Epidemic and Promoting the Healthy Development of the Cultural Tourism Industry" (hereinafter referred to as "Twelve Measures"). It is understood that the "Twelve Articles" measures mainly start from three aspects to promote the healthy development of Guangzhou's cultural tourism industry. Experts in the industry pointed out that this measure is both accurate and continuous, not only based on the immediate resumption of work and production, but also building new kinetic energy for future industrial development, which will better lead the new work of Guangzhou's cultural tourism industry.
capital "blood transfusion"+cultural tourism benefiting the people to help the industry recover
This year's epidemic has greatly affected the cultural tourism industry. How to overcome these adverse effects? Taking active and effective measures to promote enterprises and institutions to resume work in an orderly manner under the premise of doing a good job in epidemic prevention has become the focus of work at this stage.
in order to further understand the adverse impact of the epidemic on the cultural tourism industry and the damage of enterprises, Guangzhou Municipal Bureau of Culture, Radio, Film and Tourism has previously issued a questionnaire to understand the needs of cultural tourism enterprises, consulted associations and enterprises, and put forward countermeasures and suggestions to be included in the "48 measures" of the municipal government. The "Twelve" measures to promote the healthy development of the cultural tourism industry are further formed on the basis of solving problems. The reporter combed this measure and found that it mainly started from three aspects, effectively promoting the smooth recovery and healthy development of Guangzhou's cultural tourism industry.
First, through financial support, financial support, and assistance from key cultural tourism enterprises, help cultural tourism enterprises to alleviate the difficulties caused by the epidemic. Among them, in terms of financial support, 311 million yuan of financial funds were arranged as a whole to support cultural and tourism enterprises to cope with the epidemic, ease operational difficulties, revitalize consumption and promote industrial recovery.
Second, according to the development of different subdivided key industries, parks and formats, targeted promotion measures are introduced, including giving financial support to cultural tourism industrial parks (gathering areas) such as creating national global tourism demonstration zones and national cultural industry demonstration zones, and creating villages with tourism cultural characteristics, as well as supporting comprehensive cultural tourism festivals and exhibitions such as Guangzhou Cultural Fair.
Third, take multiple measures to promote industry revitalization and market prosperity. While supporting the creation of literary and artistic masterpieces, it also strengthens urban marketing and publicity, and gives certain financial subsidies to Guangzhou smart tourism promotion platform and domestic and foreign brand promotion and marketing activities of cultural tourism enterprises. At the same time, the "Guangzhou Wenlv Huimin Voucher" will be issued, and the consumption of performing arts, movies, music, entertainment and tourism will be activated by combining government subsidies, platform concessions and business discounts.
The "Twelve Measures" are both accurate and sustainable
Cultural and tourism enterprises are facing the difficulty of losing revenue in this epidemic. In their view, this "Twelve Measures" will help alleviate the subsequent operating pressure. Qin Li, deputy general manager of Guangzhou Cool Travel Agency Co., Ltd. believes that the "Twelve Articles" measures in Guangzhou have a wide coverage and strong guidance. While helping cultural tourism enterprises to alleviate their operational difficulties, strengthening urban marketing and publicity, revitalizing the cultural consumption market and issuing "Huimin vouchers" are of great help to the prosperity of the market after the cultural tourism industry recovers.
According to Professor Jiang Jinbo, vice president of School of Economics and Trade of South China University of Technology and doctoral supervisor, accuracy and continuity are the two biggest highlights of this measure. He pointed out that its accuracy is mainly reflected in supporting key areas. First, to support cultural tourism enterprises, the "one enterprise, one policy" assistance scheme is adopted, and the measures taken are diversified, including loan interest discount, financing concessions, tax reduction and exemption, and subsidies for key projects. The second is the financial support for the cultural tourism industrial park (gathering area). It fully embodies the clear target accuracy and strong implementation orientation of the "Twelve Measures".
"The persistence of this measure reflects the difference from the measures taken by other cities to deal with the epidemic. In fact, responding to the epidemic situation and resuming production is not the goal of the development of the cultural tourism industry. The future epidemic prevention and anti-epidemic are not the ultimate goal. The sustainable development, high-quality development and industrial revitalization of the cultural tourism industry are fundamental. " Jiang Jinbo believes that the "Twelve Measures" are not only based on the immediate resumption of work and production, but also simultaneously build new kinetic energy for the future development of the cultural tourism industry, which will surely lead the new work of the cultural tourism industry in Guangzhou.
Li Xieju, president of Guangzhou Travel Agency Industry Association, believes that the current travel agencies, scenic spots and hotels need market recovery and the flow of guests, and the policy of benefiting the people in the "Twelve Measures" is very helpful in this regard. I hope that the tourism in Guangzhou and its surrounding areas can be resumed as soon as possible in the next step. It is suggested that the scope of the policy of benefiting the people can be expanded by means of tax rebate for tourism consumption, and rural tourism can be encouraged to poverty alleviation points.
Do a good job in restarting the market to meet the new consumption demand
In the tourism industry chain, travel agencies play the role of integration, coordination and driving of upstream and downstream industries. Wen Qian, vice president of Guangzhi Travel, said that the series of policies for benefiting enterprises and warming enterprises released this time not only guaranteed the cash flow of enterprises and stabilized the fundamentals of industry development, but also greatly boosted the confidence in the restart and recovery of the travel agency industry, which further clarified and strengthened the work direction of market restart.
With regard to the resumption of the post-epidemic tourism market, Guangzhi Travel said that it will intensify the efforts of opening up, * * * sharing, matching and integration, establish a value * * * sharing model with upstream and downstream suppliers, and further strengthen the R&D and innovation of tourism products and services to help the tourism market recover and revitalize.
Some surveys show that after the epidemic, more people will think more about the hygiene and safety of travel tools. In order to boost tourists' travel confidence, Guangzhi Travel said that with the recovery of the business scope of travel agencies, the "four safe trips" such as tourist cars, meals, accommodation and itinerary arrangements will be upgraded in the future to effectively ensure the health and safety of tourists.
In order to meet the needs of citizens to get close to nature and relax after long-term "staying at home", Guangzhi Travel will also launch tourism products with the theme of health and ecology in due course. Create a number of outdoor theme routes around the suburbs of Guangzhou such as Conghua, Zengcheng and Huadu, such as flower viewing and fruit picking, healthy hiking, greenway cycling and hotel leisure. In addition, combined with the market restart rhythm and seasonal characteristics of local tourism in Guangzhou, rural cultural tourism products in Guangzhou, such as farming culture in Conghua Lutian and rural folk experience, will be launched in due course.