Whether it is a first-tier metropolis such as Beijing and Shenzhen, an online celebrity tourist destination such as An and Changsha, or a border treasure land such as Ruili and Mohe, the epidemic hanging in the sky comes randomly, followed by a long and arduous anti-epidemic process. People's eyes are also shrinking in this uncertainty, and gradually focus on the number of masks, the color of health codes, and the materials hoarded at home, rather than the distant scenery.
It is impossible to walk away, and travel has become a luxury.
In distant Barcelona, a hundred years later, the star of Bethlehem at the top of Notre Dame Sagrada Familia was lit. /Twitter
But after all, travel is a human need, such as writer Paul? Solo said: "I am interested in the process of going to and arriving at a place and leave poetically." Others are willing to study strict epidemic prevention policies in the cracks of the epidemic and look for new scenery outside the network celebrity scenic spots that they have been tired of visiting.
During the Golden Week of 20021National Day, a video was circulated on the Internet: At the top of Wugong Mountain in Jiangxi, the wind rolled up colorful tents. In the exclamation of tourists, the tent flew into the sky, and the picture was a little funny, spectacular and a little happy.
Tents in Wugong Mountain are flying all over the sky.
Netizens in the comment area have different opinions. Some people say that the epidemic is so serious that we shouldn't join in the fun. Some people say, what's the point of spending so much money sleeping in a tent on the top of the mountain? It is also said that Wugong Mountain has long been popular.
Some changes in the tourism industry are emerging in the crisis, and some changes in tourism concepts are quietly sprouting in the hearts of Chinese people. Perhaps, as predicted by the tents that have sprung up, when the epidemic really passes, a brand-new era of travel will await us.
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Tents in Wugong Mountain, hotels in Macau.
Although Wugong Mountain has long been famous in hiking and camping, before 202 1, few ordinary people could accurately point out its location on the map.
Wugong Mountain is located in the northwest of Jiangxi Province, belonging to the northern section of the Luo Xiao Mountains and bordering Hunan in the west. Although the elevation of Baihefeng, the main peak, is more than 1.900 meters, which is the highest in Jiangxi, and the Taoist scenic spots on the mountain have a long history, the name of Wugong Mountain is relatively common among the famous mountains and rivers in China.
Wugongshan finally made Jiangxi fire.
Looking back, it is hard to say whether the short video platform contributed to the development of Wugong Mountain, or whether the tourists swarming on Wugong Mountain first created a lot of tourism content. Perhaps, the relationship between the two is originally "chicken and egg, egg and chicken".
In short, from 20 19, Wugong Mountain began its high-intensity "screen-brushing" process: deep valleys and green grass fields. The most eye-catching things are the undulating sea of clouds on the top of the mountain and tents arranged in turn on the ground. In some lucky shots, there are stars at night.
Excessive camping may have an impact on the ecology of Wugong Mountain/vision china
In the short video, every link of the trip to Wugong Mountain looks completely different from the experience of traditional scenic spots. Fresh, relaxed, free and small (at least at that time), the sea of clouds and starry sky outside the tent almost satisfied the public's imagination of high-quality travel. As long as you click on the relevant content once, the recommendation mechanism of each platform will continuously push the beautiful scenery of Wugong Mountain to you until you make up your mind to go and have a look at Wugong Mountain yourself.
Therefore, under the interaction between online and offline, Wugong Mountain will naturally surpass Lushan and Wuyuan and become the top tourist stream in Jiangxi.
202 1 National Day, Wugongshan Tent Festival has reached the 14th. Tourists from all directions come here just to rent a tent, sleep on the alpine meadow at an altitude of 1600 meters, watch the sea of clouds, watch the sunrise and watch the stars. Many bloggers do this.
Have you been screened by Wugong Mountain?
The popular Wugong Mountain is just one of many cases; In the past year, more and more travel modes and destinations have completed the online communication-driven circle. But it is in this new mode that tourists bypass traditional travel agencies and platforms, and even completely bypass traditional destinations.
202 1 Macao, as the only city where mainland tourists leave the country without facing isolation, ushered in a small climax when the epidemic was repeated. An important reason for pushing this round of climax turned out to be cheap-
Five-star hotels that were once proud flew into the homes of ordinary people, lowering their "worth" to attract tourists. 50% discount is only a common occurrence in discounts and activities, and some prices are as low as 100 yuan. This price may only be enough to rent a tent at the top of Wugong Mountain, but not on weekends and holidays, because tents will increase in price on weekends and holidays.
Macao has the densest Michelin restaurant in the world.
According to the statistics of Macao Statistics and Census Bureau last year, in 2020, the annual income of 36 five-star hotels in Macao decreased by 66.7%. Of course, the epidemic is the most direct cause, but under the epidemic, there is also a circle of "Wugong Mountain". Young people, in particular, prefer to spend the same price to punch in the campsite in short videos, which also reduces their interest in discounted luxury hotels.
As a result, China people's interest in tourism has really changed.
02
The city has a deep routine and travels to the countryside.
The epidemic has killed many people's impulse to travel long distances, but unexpectedly promoted the prosperity of short-distance travel. Around the Yangtze River Delta, Pearl River Delta, Beijing-Tianjin, Chengdu-Chongqing and other metropolises, some boutique homestays and rural routes have gradually become word-of-mouth punching destinations after the residents of big cities voted with their feet.
There is an interesting data in "Operation Analysis of Tourism Economy in 20021Year and Development Forecast in 2022" published by china tourism academy: Last year's National Day Golden Week, the average tourist radius of China tourists was 14 1 km, but in last year's Golden Week, this figure exceeded 200 km.
Of course, the country tour is not just a farmhouse/map bug.
"Going far" is no longer the only criterion to measure a trip, and "having fun" gradually occupies a larger proportion in the hearts of tourists. Even the scenery you have seen is beautiful enough as long as it can bring a relaxing and relaxing experience. This improvement in travel quality is also confirmed by the data.
In the "2022 Spring Festival Tourism Forecast Report" published by an online travel platform, on the eve of the Spring Festival this year, travel and holiday orders in the province accounted for more than 60%, and the most common tourism projects were parent-child tours and hot spring tours. Helping the elderly and taking care of the young, staying in hot springs and staying in homestays, under the double attack of epidemic situation and life pressure, outing has become the wisest choice for middle-aged people with old people and young people.
This kind of Zhou Bianyou, short-distance tour and country tour has great market potential. Take Anhui Province as an example. In 20021year, the province's tourism revenue actually increased by 32%. In the past, tourists to Anhui were often attracted by world-class famous mountains like Huangshan, but there were few tourists in a series of rural ancient town scenic spots such as Tangkou Town and Zhuhai at the foot of the mountain. Now, when the "content" of local people among travelers has increased, the surrounding tourism has also flourished, and even the tourism under the mountain is no worse than that on the mountain.
Internet celebrities should not be the only labels/bugs in hotels.
For example, it is written in "202 1 Tourism Economic Operation Analysis and Development Forecast in 2022" that when short distance, individual, leisure and experience become the main body of travel, the industry has also ushered in profound changes.
The hotel industry, which has developed rapidly for ten years, is facing a big test in the epidemic situation and urban transformation. Since 2020, national policy normative documents related to B&B have been issued one after another. After stripping off the network celebrity filter and privacy concerns, suburban homestays, holiday-style homestays and rural homestays in some areas have ushered in development opportunities. The prosperity of rural short-distance tourism has prepared a blue ocean for the increasingly standardized homestay industry after the break.
03
The seesaw between internet celebrities and anti-internet celebrities.
About 202 1, "network celebrities" slipped from commendatory words to neutral words, and to some extent, from neutral words to derogatory words.
Not long ago, a well-known tea brand, Modern China Tea Shop, was in dispute because it closed the store and its founder "scolded" its employees. The bigger background of this incident is that, affected by the epidemic, the number of tourists of online celebrities in Changsha has decreased, and the brand expansion of online celebrities has fallen into weakness.
This paradox seems to have been staged all the time: in order to escape from the mainstream, we chose some niche brands, destinations and travel modes, but it is precisely because of more and more followers that the niche eventually became the public and Miao Miao became an online celebrity. After the excitement, there was only a chicken feather left.
Do you remember the "mirror of the sky" scam? /tuchong creativity
For example, the "wild luxury style" that was popular in B&B before-the wild is close to the natural environment, and luxury is at a four-digit price-has brought a bad reputation to the B&B industry before the epidemic. Many so-called high-end boutique homestays can't provide services that match their prices, and the harvest is naturally the collapse of word of mouth.
For example, Wugong Mountain mentioned earlier received nearly 6.5438+0.5 million tourists in 20021year, and the number of tourists entering the mountain in some holidays exceeded 20,000. At one time, there were not enough tents on the top of the mountain. Some netizens on a whim finally came back disappointed, leaving a lost evaluation of "it's very cold on the mountain, and there is a queue to go to the toilet".
Another example is bikini skiing, another example is glacier rafting in Changbai Mountain, and another example is the contempt chain of outdoor equipment-from wolf claws to the north and then to Archaeopteryx, the pace is not far, but the equipment is upgraded all the way, and Decathlon is firmly at the bottom-all people who love to travel have experienced the tug-of-war between online celebrities and anti-online celebrities on 202 1.
Half the people in the circle of friends have been drifting in Changbai Mountain. /tuchong creativity
The travel impulse created by online publicity has made Chinese people bid farewell to traditional tour groups and travel modes, and realized the "decentralized" mode of customizing destinations, DIY routes and discovering scenery. Either arrive at the frontier, hike in harmony, Arctic village and western Sichuan, or follow the advice of colleagues and neighbors and spend a leisurely weekend in the word-of-mouth village around the city. It is foreseeable that this high degree of autonomy will be preserved after the epidemic, making the travel choices of Chinese people more diverse and rich.
On the other hand, our autonomy may not be as pure as we thought, and online trends come and go in a hurry, just like we lied to the scene in the article "202 1", that's all? As summarized in the book, "out of line" travel seems to be maverick, but in fact it has become a follower. When the anti-network celebrity also becomes an online celebrity, it is necessary for everyone to slow down a little and think about the essential significance of travel to life.
04
The trip is recovering, and it is coming soon.
Between the outbreak of the epidemic, China people are trying to find a new balance between travel and life, but the traditional travel-related industries are still facing a grim situation. According to media statistics, the number of "dead" online travel platforms in China was 16 in 2020, and 5438+0 in the first half of 2026, reaching 14.
Many practitioners did not wait for the expected recovery, so they had to change careers in repeated epidemics.
The upstream and downstream industries of travel are also affected. Yesterday, the annual results disclosed by Shanghai Airport showed that the net profit loss last year was around 654.38+0.7 billion yuan, mainly because the passenger throughput and aircraft movements in 2026.5438+0 were lower than earlier expected.
Airlines suffered more losses than airports. In the first three quarters of last year, the three major airlines all faced huge losses, with Air China losing more than 654.38+0 billion yuan, China Eastern Airlines losing 865.438+0 billion yuan and China Southern Airlines losing 665.438+0 billion yuan.
Tourism is still in the cold winter. /pixabay
According to media reports, the income of some pilots has dropped to 30% to 40%, because their salaries are usually calculated according to flights. If there are fewer flights, it means that their income will be directly reduced. Because of the high mortgage and car loan, some well-paid pilots have to develop sideline business.
"The number of flights last month was similar to the number of days I saw the sun in Chongqing in June 165438+ 10." Captain @Nic, a well-known blogger and pilot, joked about his work status in the first phase of his Vlog at the end of last year.
Exactly a year ago, in an interview, "No one can do it better than people in this industry these days", we interviewed a person in charge of a travel agency. In the tourist season of 2020, he felt particularly uncomfortable in the face of this beautiful prairie: there was no such good grassland scenery for several years, and as a result, the grassland was fine this year and no one came.
Four seasons change, another year has passed. I wonder if there are any tourists waiting for him in his grassland? I wonder if the scenery he described has also become popular in short videos?
Hulunbeier grassland /tuchong creativity
Simple hope has been difficult to comfort people in the epidemic. When we learn to face difficulties and challenges, learn to get along with uncertainty, learn to think seriously and assess the situation, perhaps the dawn will slowly rise on the distant horizon.
A few days ago, the news reported the latest forecast of WHO: "If all countries can make full use of all strategies and tools, the worst stage of the epidemic can end this year, and the COVID-19 epidemic will no longer be a global public health emergency."
I hope that the prophecy will come true and everyone who yearns for the distance can see the dawn. Have you decided where to play in 2022?