20 17 new tourism policy 1. The integration of de-capacity, de-inventory industry and tourism brings new formats.
China's economic structure will gradually develop from de-capacity and de-inventory to cross-border integration. For industrial enterprises (steel and coal industries) that have lost their production capacity due to capacity reduction, can they change their business ideas and explore? Tourism+industry? At present, China's industrial tourism has not yet formed a mature development model, and the corresponding industrial tourism resources and product construction are still in a relatively backward primary stage. However, under the guidance of China's favorable policy of seeking rapid economic restructuring, industrial tourism is expected to gain greater development space. Actively explore the real economy (real estate industry) that goes to inventory? Real estate+tourism? Cross-border integration has become a new trend. The 13th Five-Year Development Plan released on 20 16 clearly stated that the development and construction of characteristic towns should be accelerated to support the overall transformation of real estate enterprises.
Image source: Securities Times Network
Second, the integration of agriculture, rural areas and tourism has become a new way to support farmers' income generation.
The report pointed out that in 20 17, the state will further promote the structural reform of the agricultural supply side, improve the policy of strengthening agriculture and benefiting farmers, expand the channels of increasing farmers' employment and income, ensure national food security, promote the mutual promotion of agricultural modernization and new urbanization, and accelerate the cultivation of new kinetic energy for agricultural and rural development. We will promote the innovation and cross-border integration of the service industry model, improve tourism facilities and services, and promote the stable development of agriculture and the continuous increase of farmers' income. Vigorously develop rural, leisure and global tourism. Just released not long ago? Central document no.1? Taking the integrated development of tourism and agriculture as the core method to solve the three rural issues, we should pay more attention to the integration of agriculture and related industries, including tourism, and provide more pragmatic guidance for building a new rural area. The policy orientation of the government work report on agricultural development will bring a new perspective for the structural reform of China's agricultural supply side, and the advantages of dual-format driving will be more obvious. Agricultural transformation and development will also rely on rural leisure tourism to meet the supply, and the personalized demand brought by China's tourism consumption upgrading will be further developed through deep integration with agriculture, and the multi-angle integration perspective of consumption-related industries will be clearer, and the allocation of basic elements and resource development will be more diversified, ecological and healthy.
Third, cultural and educational tourism will become the transportation foundation for poverty alleviation.
The report points out that poor areas and poor people are the biggest shortcomings for China to build a well-off society in an all-round way. In 20 17, we should carry out precise poverty alleviation in depth, reduce the rural poor population by more than100000, complete the ex situ poverty alleviation and relocation of 3.4 million people, and increase the special poverty alleviation funds of the central government by more than 30%. In the implementation of specific policies, it is necessary to strengthen the development of concentrated contiguous poverty-stricken areas and old revolutionary base areas, improve infrastructure and public services, promote the development of characteristic industries, export labor services, educate and help the poor, implement the overall upgrading project of poor villages, and enhance the self-development ability of poor areas and poor people. Promote the integration of agriculture-related funds in poverty-stricken counties and strengthen the supervision of funds and projects. Innovate the poverty alleviation cooperation mechanism and support social forces to participate in poverty alleviation. Zhihui believes that in order to achieve the above goals, it is necessary to conduct in-depth research on the economic structure and industrial status quo of poverty-stricken areas and carry out targeted poverty alleviation planning. Strengthen the popularization of compulsory education in areas with backward education level, improve the education system, transport professional talents and realize the prosperity of education; Guide large-scale tourism development companies to develop and utilize those areas with high historical stories, and promote the employment of local population with tourism. In recent years, the local poverty alleviation work has achieved good results under the policy of vigorously advocating tourism poverty alleviation, developing rural tourism and helping with special poverty alleviation funds.
Fourth, the aging population just needs old-age care and medical tourism.
The report pointed out that in 20 17 years, the state should further release the potential of domestic demand, promote the adaptation of supply structure and demand structure, and enhance the lasting pulling effect of domestic demand on economic growth. Adapt to changes in consumer demand, improve policies and measures, and improve the consumption environment. 20 17 we should speed up a new round of comprehensive reform of the service industry and support social forces to provide education, old-age care and medical services. China has entered an aging society since 2000. According to the data of the sixth census, the population aged 60 and above accounted for 13.26%, which was 2.93 percentage points higher than that of the 2000 census. It can be seen that China's population aging is accelerating. Generally speaking, the number of beds in old-age care institutions per 100 people in China is low, hovering between 1-2. This is far from the number of 5-7 beds in developed countries. There is a big gap in the demand for old-age care institutions for the elderly in China. The supply of beds in old-age care institutions is far less than the demand, and the contradiction between supply and demand is very prominent. This has directly led to new changes in the structure of social demand. The special physiological, psychological and behavioral characteristics of the elderly have produced special material needs and spiritual needs different from other people. This indicates that the demand market for the elderly will occupy an increasingly important position in the total social demand, and industries such as pension, medical care and tourism formed to meet the special needs of the elderly will face unprecedented development opportunities.
Verb (short for verb)? Sports industry+tourism? Become a necessity under the consumption upgrade.
The report pointed out that the state will make overall plans for the development of mass sports, competitive sports and sports industries, and extensively carry out national fitness, so that more people can enjoy sports happiness and have healthy bodies. Authoritative data show that in 20 15 years, the tourism industry achieved a total income of 4 trillion yuan, an increase of 12% over the previous year. In the same year, the total output value of sports industry reached 1.8 trillion, maintaining an average annual growth rate of 16%. The sports tourism market of 20 15 is only17 billion, which is still in the primary development stage. Compared with European and American countries, sports tourism accounts for 25% of the total tourism output value. China's sports tourism has great potential for future development, but it still needs a long time to cultivate. According to the prediction of the State Sports General Administration, the total scale of China's sports industry will reach 5 trillion in 2025.
New direction of tourism? Experience economy? 、? Industrial chain economy? The time has come.
A survey report on the category structure and tourism consumption behavior of the Golden Week of the 20 17 Spring Festival released by a tourism website shows that the demand for the Spring Festival tourism market is strong, and the national tourism consumption scale has reached a new high. During the Golden Week of Spring Festival in 20 17, * * received 344 million tourists from all over the country, up 13.8% year-on-year. The total number of China citizens traveling abroad is about 610.5 million, up nearly 7% year-on-year, including 374,000 group tourists, up 2.5% year-on-year. The number of individual travelers and freelancers has increased, and high-end outbound travel has grown rapidly.
With the rapid improvement of national consumption and tourism capacity, individual travel has gradually become the dominant form of tourism, and people's expectations for tourism are also increasing. ? The purpose of traveling is to experience the local culture and lifestyle. ? Ms. Liu, a Beijing travel enthusiast, said.
? Many people came to book rooms before the Spring Festival, mostly families or accompanying students. ? A staff member of a travel agency in Beijing told the Beijing Morning Post that the Spring Festival Golden Week travel booking is hot, and the study tour for primary and secondary school students is also very popular. Today's post-90s students pay more attention to what kind of experience they have on the journey, what kind of gains they have, and the choice of scenic spots and routes is no longer single. ?
In this regard, Liu Deqian, deputy director of the Tourism Research Center of China Academy of Social Sciences, said that with the increase of people's travel times and the improvement of consumer demand, the early scenic spots can no longer meet people's needs, and now tourists pay more attention to spiritual experience and feelings, and pay attention to the experience of history, culture and life. This year is the year of improving the quality of tourism development, and China's tourism industry has begun to change from the enlightenment period to the high-speed development period. Tourism has gone from a single? Ticket economy? Go to a deep boutique tour? Pan-tourism model? Change. Now more and more people choose self-help tour, which also indicates that tourism has developed from fast surface attractions to deep tourism and slow tourism.
? Consumption orientation?
Major tourism products
? With the concept of mass tourism and global tourism put forward, the demand of tourists has also changed qualitatively. ? The head of Caesar's tourism said that people no longer stay in? Eat, drink and be merry? The enjoyment of the basic elements, but more is the love of those tourist destinations and tourism projects with comprehensive characteristics, so as to obtain multiple satisfaction in the process of a trip.
According to the "2016-20 17 China Tourism Consumer Market Development Report" jointly issued by Tuniu Tourism Network and china tourism academy on June 5438+ 10/7, cruise ships and island tours will continue to be 20 17 under the dual effects of demand and industry. According to another data, after cruise ships frequently enter the China market, the domestic home port capacity will increase by more than 50%. The construction, renovation and expansion of more theme parks will bring more products to the tourism market.
Experts predict that in 20 17 years, the proportion of consumer-centered consumption in experience tourism will increase. China tourism academy pointed out that with the development of global tourism? Travel+? With the development of new formats and new elements, the consumption of core tourism products and derivative products will be further promoted in the future. The infiltration of culture, creativity, technology and other elements in tourism will change the previous tourism consumption structure, such as experiential consumption in cultural entertainment and destination life experience, and will further expand. Among them, rural tourism has become an important branch of tourism consumption.
By who? Product marketing? stage
Orientation? Brand casting? period
According to the statistics of Shanghai International Tourism Resort Management Committee, Shanghai International Tourism Resort received more than 580,000 tourists during the Spring Festival, and it is hard to get a ticket for Disneyland. What's the difference between Disneyland and ordinary amusement parks? Why is it so hot?
? Disneyland is a model of a global tourist destination. No matter where Disneyland is, it is considered from the perspective of global tourism development. ? Wang Kunxin, a professor at Zhejiang Tourism Vocational College, once said that parks distributed all over the world are a tourism complex, including theme parks, resorts, characteristic hotel, gift shops and theme restaurants. Its marketing is also a unified image, logo, slogan, but also take into account regional objects. A family traveling to Disney can almost meet the different needs of members at different levels.
? The brand Disneyland is synonymous with joy in people's minds? Ms. Wang, who has experienced Disneyland for many times, admits that Disneyland has established a good corporate and product image for tourists, enhanced consumers' awareness of Disneyland, and actually shaped the service myth of Disneyland.
The person in charge of Xingmei Tourism said that people's requirements for product quality and service are constantly improving, and brands with higher cost performance are more likely to meet the needs of consumers. At the same time, brand advantage is the key for businesses to win the market. In this context, local tourism enterprises need to pay attention to the creation of brand culture connotation, form high-quality tourism brands, infect tourists with brands, and promote the market with brand promotion.
National tourism
Create a new tourism format
Recently, 32 counties, including Baishui County, Weinan City, Shaanxi Province, Acheng District, Harbin City, Heilongjiang Province, Tonghe County, Shangrao City, Jiangxi Province, and luxi county City, Honghe Prefecture, Yunnan Province, were established in Beijing? Tourism alliance? , develop the tourism market for the whole country, enjoy the tourism resources, standardize the management, and promote the transformation of county-level scenic spots products into global tourism such as sightseeing, leisure and vacation.
? Tourism alliance? Become a catalyst for the development of global tourism. Since the beginning of this year, all localities have started global tourism practices, and rural ecology, homestay culture and other fields have once again become gold-absorbing depressions. Li Jinzao, director of the National Tourism Administration, pointed out: Global tourism is a systematic tourism with panoramic space, which is to plan modern tourism and grand tourism in addition to traditional tourism. Dismantle the management fence of scenic spots, realize the integration of multiple regulations, promote the integration of public services and tourism supervision, and realize the effective combination of product marketing and destination promotion. ?