On the evening of December 26, the National Health and Medical Commission issued an announcement stating that the new type of coronavirus pneumonia was renamed as a new type of coronavirus infection, and the new type of coronavirus infection was adjusted from “Class B and A management” to “B and B management”. my country’s epidemic prevention and control has entered a new stage.
As the epidemic prevention and control measures continue to be optimized, the tourism industry is also releasing signs of recovery. At the same time, many places across the country have launched favorable policies for the tourism industry, “real money” to attract tourists to spend.
“Zero Yuan Tour” and “Shareholder Tour” attract traffic from all over the country
On December 22, the Shanxi Provincial Department of Culture and Tourism issued an announcement stating that A-level scenic spots in the province are encouraged to pre-sell tickets for next year’s scenic spots at preferential prices on the online platform of this scenic spot from January to June 2023. From January 1 next year to June 30 next year. The reporter noticed that, in addition to Shanxi, 85% of A-level scenic spots in Gansu have also implemented preferential policies for ticket reduction and exemption and are free of tickets. Yunnan, Chongqing, Hubei, Xinjiang and other places have launched related cultural, tourism and sports consumption coupons.
The “Securities Daily” reporter learned that Kunming’s 5A scenic spot World Expo Horticultural Expo Park has implemented a free and open preferential policy since May 29, 2022. The World Expo Park, which once had a peak ticket price of 100 yuan, reduced or exempted tickets to 30 yuan during the epidemic, and is now open for free to attract tourists.
On December 26, the Yunnan Provincial Department of Culture and Tourism announced the supplementary list of 7 measures to resume tourism development, including incentives for travel agencies to attract tourists from outside the province to Yunnan. Among them, the local travel agency won the highest bonus of 237,900 yuan, and a single travel agency attracted 47,600 tourists from outside the province at most; There are also corresponding subsidies for the platform to carry out marketing activities and other activities.
Listed tourism companies have also innovated the means of “drainage”. According to the WeChat public account “Huangshan”, after the market closes at 15:00 on November 30, 2022, shareholders who hold Huangshan tourism shares can visit Huangshan and other scenic spots and take the cableway for free from December 3 to 11. . Preferential measures are superimposed with favorable policies, and Huangshan Scenic Area has successfully “drained traffic”. Huangshan Tourism said that on December 7, after the State Council’s joint prevention and control mechanism issued the “New Ten Measures”, on December 10 and 11, the total number of tourists received by Huangshan Scenic Area exceeded 4,500.
Zhou Mingqi, the founder of Jingjian Think Tank, an industrial economic research and consulting organization, told the “Securities Daily” reporter: “The logic of long-term promotional discounts for tourism products will not change. These ways of stimulating consumption can quickly supplement the cash flow of enterprises and help restore tourism. Scenic spots are ‘popular’. The most important thing now is to restore confidence in the industry, so tickets for scenic spots will not increase in price for the time being.”
Listed companies and travel agencies provide quick feedback on new business
Huaan Securities believes that the source of the travel chain in the traditional sense begins with “scenic spots”, and the magic weapon to attract consumers is to create a strong IP influence by resource endowment. Among them, natural scenic spots have naturally created an absolute advantage in competition by virtue of their unique attributes, such as: Lijiang Shares, Guilin Tourism , Huangshan Tourism, Mount Emei, etc. Therefore, their post-epidemic demand recovery is relatively certain.
On December 26, Lingnan shares answered investors’ questions on the interactive platform that in 2018 and 2019 before the outbreak of the epidemic, the operating profit of the company’s cultural tourism business accounted for about 30% of the company’s profit for the year, and the cultural tourism sector was the largest part of the company’s performance profit. important growth point. With the normalization of the epidemic and the arrival of the post-epidemic era, coupled with the support of favorable national cultural and tourism policies, the company’s ecotourism, rural tourism, customized tourism, tourist attractions and other businesses are expected to recover quickly, and are expected to contribute to the company in 2023 larger gains.
Popular tourist destinations have also shown confidence in development. According to data released by the Xishuangbanna People’s Government, from January to November this year, the prefecture received 39.61 million tourists, a year-on-year increase of 20%; the total tourism revenue was 48.7 billion yuan, a year-on-year increase of 13%. The local government has also set a “small goal” for tourism revenue: by 2024, the total income of the cultural tourism and health care industry will exceed 150 billion yuan, and the added value of the cultural tourism industry will account for more than 25% of GDP.
Listed travel companies are actively seizing the opportunity of tourism recovery. Qujiang Cultural Tourism also announced on the night of December 26 that it will invest in Qujiang Digital Technology Co., Ltd., seize the opportunities and challenges brought by the rapid development of the Internet to cultural tourism, and actively integrate into the digital economic development system.
Not only listed companies actively responded to favorable policies for tourism recovery, but travel agencies also quickly launched new businesses in response. On December 27, a reporter from “Securities Daily” discovered during an offline visit that some travel agency stores have quickly responded to the new entry-exit policy and started to launch fast-track passport and visa services. At the same time, pre-sale travel products to Sanya, Xishuangbanna and other places for the Spring Festival have also become the main promotion of travel agencies.
An employee of a travel agency told a reporter from the Securities Daily: “There are much more tourist routes this year than last year, and there are also discounts on prices. Outbound tour groups have not yet opened, but tourism promotion for Laos and other Southeast Asian countries has begun. .After the introduction of the new policy yesterday, the number of inquiries has increased a lot, and popular destinations present two extremes: warm Sanya and cold Harbin.”
Institutions are generally optimistic about the recovery trend of the tourism industry
“Yangkang people flock to Sanya” has become a hot search on the Internet. The optimization of the epidemic prevention and control policy is superimposed on Hainan’s winter tourist season, and Hainan’s tourism industry is the first to usher in recovery. People in the tourism industry are generally optimistic about the market conditions for the upcoming New Year’s Day and Spring Festival holidays.
According to the data, Kunming and Sanya airports ranked last week’s passenger traffic growth rate was significantly faster than in previous years. Hainan and Yunnan, the traditional high-end tourist destinations it represents, are also recovering rapidly. At the same time, once the news was released on the evening of December 26, the number of international air ticket bookings on the Qunar platform increased by 5 times compared with the hour before the release.
The person in charge of a related business of a travel platform said that traditional high-end tourist destinations, such as Yunnan and Hainan, have a more obvious recovery trend.
According to the analysis of China Asset Management, the tourism sector, as one of the areas most severely affected by the epidemic, is bound to usher in a recovery as restrictions on inter-provincial travel are gradually lifted. Next year, it is foreseeable that the economy will usher in a boost. Judging from historical experience, the market space of the tourism industry will expand rapidly with economic growth.
Zhou Mingqi further said: “From the perspective of the long-term development trend of the tourism industry, we are cautiously optimistic about the recovery of the industry. At present, consumers and tourism companies are looking forward to the market after the relaxation of prevention and control policies. But on the other hand, tourism consumption Consumers’ spending power will take some time to recover.”
The CICC research report believes that in the medium and long term, consumption upgrades and yearning for a better life are still the general trend, and the industry is expected to regain growth. The increasing proportion of the added value of the cultural and tourism industry in GDP is an important manifestation of people’s pursuit of a better life. In the future, as the impact of the epidemic is gradually eliminated, and income levels and consumption willingness gradually recover, the tourist hotel and catering industry is expected to resume growth.
This article comes from the WeChat public account “Voice of Securities Daily” (ID: securitiesdaily) , author: Xie Lan, Li Rushi and Liu Zhao, 36 Krypton is authorized to publish.
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