It is reported，China’s tourism still showed rapid growth in 2016，Domestic tourist arrivals and income both maintained double-digit growth，Tourism has increasingly become a new driving force for economic transformation、A new engine for consumption upgrade、New starting point for supply-side reform。Currently socialism with Chinese characteristics has entered a new era，This is a new historical direction for the development of our country，This will undoubtedly become the biggest background and premise for the future development of China’s tourism，Meaning that China’s tourism development will be in an important strategic opportunity period。So，In the new era，How to find the key points of tourist attractions、Create a new tourist destination，Work hard to make up for your shortcomings，Create effective supply，Extend the industrial chain，How to promote the supply-side structural reform of the tourism industry and promote the modernization of the tourism industry，It is a major issue that needs urgent research and solution。

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The National Tourism Administration recently released data showing，China’s tourism industry’s comprehensive contribution to GDP exceeds 10%，More than education、Bank、Automotive Industry，The number of people employed in tourism in my country has accounted for more than 10% of the total employment。“Outbound tourism has been booming for many years、International inbound tourism is sluggish，Explanation that domestic tourism supply and environment cannot meet the travel needs of some citizens，It is also not adapted to the needs of international tourists”。 The Central Committee’s report also pointed out: The main contradiction in current society has transformed into the contradiction between the people’188bet online sports betting s growing needs for a better life and unbalanced and inadequate development，This reflects the upgrading of consumption、Composite needs。Tourism and consumption are closely related，The current shortcomings are mainly: serious homogeneity of scenic spots、Not very attractive、Insufficient travel packages、Scarcity of cultural and creative tourism products、Prominent cyclical issues in tourism，Big investment、Long cycle、Slow results。

According to statistics，Among more than 20,000 scenic spots nationwide，Even among more than 8,000 A-level scenic spots，More than 90% of “homogeneous” tourism products are seriously oversupplied，In operational difficulties or even serious 188bet app losses，On the other hand，Insufficient or serious shortage of mid-to-high-end products。At the same time，Except for the problem of insufficient total tourism supply，What is more prominent is the structural problem，Or it shows that the total amount is insufficient，Essentially the structure is unreasonable，The accompanying cyclical problems of tourism are also increasingly prominent。

Travel has become popular、Normalized lifestyle，At the same time，The ambiguity of what is happening in life itself、Comprehensive changes such as mobility and marginality make it global、No attractions、Mobile platform、Trends such as pre-trip and on-trip services，Diversification of tourism demand side、Personalization、The market for self-driving individual travel is rapidly expanding，The result is a serious oversupply of abundant low-end travel products，The supply of mid-to-high-end products is insufficient or seriously insufficient，Obviously，Unreasonable supply-side structure、Unbalanced、Wrong way，Can no longer adapt to demand-side diversification、Individualization、Upgraded market consumption。“It used to be demand-side management，stimulate consumption，Now it’s a problem of insufficient supply。Solved the supply side，The demand side will be solved naturally”。This "contradiction emerging" phenomenon exists in the tourism industry，Looks like a market problem，But in the final analysis, it is a problem of supply-side structure，That is, the problem of mismatch between demand and supply。

In short，The overall lack of effective tourism supply and structural shortages have become increasingly serious。So，Supply-side structural reform in the tourism field is the focus，Also imminent，This is a huge opportunity for the supply of factors in the tourism industry，It is also a strong driving force to stimulate the vitality of the tourism market。

Innovation in tourism development positioning is the top priority

Need reform，First of all, we must understand the problems of reform。The development of tourism involves more than 100 industries，Different from any other industry，has its own special rules，The most important thing in tourism investment is smart investment。Tourism investment in 2016 continued to rise against the trend，The total amount is still growing，But the increase is declining。There are three main reasons，First, high-quality tourism resources are more difficult to choose，Investors are more cautious；The second is the lack of strong asset and operation managers，Resulting in the shelving or death of a large number of scenic spot projects；The third is not adapting to the new era，Lack of new ideas for truly good tourism、New ideas and new ideas。

To summarize，The eight main common problems leading to the above results are: (1)、Replanning、Light positioning；（2）、Concept、Light products；（3）、Reconstruction、Light marketing；（4）、Resources、Light culture；（5）、Hard investment、Light Soft 188bet online sports betting Investment；（6）、Heavy area、Light Nationwide；（7）、Focus on “standard” products、Light innovation supply；（8）、Re-pull in、Easy to stay，This one，The more prominent problem is heavy planning、Light positioning，Due to the lack of positioning with core competitiveness，Therefore，Leading to the widespread belief inside and outside the tourism industry that tourism is a “big investment、Long cycle、Slow results”，Thus affecting the healthy development of my country’s tourism industry。actually，my country’s tourism development in the past few decades is undoubtedly an extensive development model，The main reason for these is the lack of comprehensive understanding of the regularity of tourism，Lack of overall thinking on tourism development，Lack of deep thinking on innovation, the soul of tourism development。

Moreover，The "two eras" (the Internet era that has undergone tremendous changes and the new era that socialism with Chinese characteristics has just entered) have brought about three new "reconstructions", that is, "rebuilding order"、 "Rebuilding Morality"、"Rebuilding Ecology"， It will inevitably lead to the redefinition of tourism，It will inevitably bring about a new supply reconstruction of the tourism industry，At the same time，It has become a fact that scenic spots brought by global tourism have been marginalized，No doubt，Selling scenic spots has turned to selling space、Selling environment、Pan-tourism concept of selling traffic, etc.，Turn to the second step of deep mining tourism、Potential effects of three or even N times of consumption，Scenic spots are given priority to “A” level、"Star" level will turn to "Heart" level，Take it hard ”The business format shifts to a “soft” business format，In the middle and late stages of industrialization, China's entire industrial structure has changed from one, two, and three industries to three, two, and one，“Platform is king” in the first thirty years，“Content is King” in the next thirty years。

So，An accurate positioning of tourism development，Its value is like the potential of thousands of tourists、comparable to an investment of tens of millions，It is a truly valuable intangible investment。Having a unique positioning，will reduce most of the investment，Build the three types of resources into first-class scenic spots，otherwise，No matter how good the travel planning is, it is all in vain，Finally fell down halfway while traveling。What is positioning？It is to find the strategic high ground of differentiation in homogeneity、Shocking creativity that goes beyond the norm，It is to create a strong selling point IP、Mobilizing the power of customers’ minds，Make destination scenic spots the first choice for tourists。Tourism development positioning is the top priority，Core status。Then，How to locate？From a macro perspective，The orientation of tourism development should focus on meeting the people’188bet online sports betting s growing needs for a better life，From a micro perspective，At least consider: what kind of project you want to do、For whom、How to divide customer groups、Product settings for groups、Create original brand symbols, etc.，It is necessary to do a good job in the "Three One Projects"，That’s the only one、First and exclusive, etc.，That is, based on the characteristics of resources、Dig out highlights、Find out the selling points and tipping points，Finally forming a profitable and sustainable point，So，The development concept based on innovation should be "positioning (top-level design)-marketing-planning-construction"，Instead of simple "planning and construction"。

Therefore，Tourism development，Focus on deep integration and good use of resources，Aiming at the big market，Strengthen soft development，Moderately hard development，Ensure effective supply of mid- to high-end products。New generation (80、Post-90s) consumer groups have become an important force in pushing back changes in the traditional tourism industry，So，To be built for interaction、Experience、Participation is the core of coolness、Shuang、Hi、Cute、Supply of USP selling points of wild tourism products。Effective suppliers are proactive，Those who get the demand will get the world。With the saturation of traditional markets，The tourism, leisure and vacation market shows explosive growth and the venture capital field matures，Tourism companies must increasingly return to tapping the potential of products and services，So，Future opportunities lie in the in-depth combination of tourism + content + technology，The connotation must be innovative、Extension must be extended。Tourism development is about finding a good fulcrum、Create miracles，Satisfies consumers’ “casualty”、Having fun、Relax、The psychological need of “fun”。Yes，Scenic spots can realize "investment in the year、Operation in the current year、The goal of "resulting in 1-2 years"，The operation can achieve "one year change"，The goal of "three-year leap"，Of course，To achieve sustained profitability，There must also be long-term cultivation of craftsman spirit、Continuous innovation，Need intensive farming、Detailed work、Extreme。

There is great potential for building a smart tourism economy

current，The past traditional emphasis on "body" tourism has shifted to more emphasis on "soul" tourism，Micro-tourism、Pan media、Decentralization and clever living are entering a new social life，Diversification of tourism methods is an important trend，Corresponding to it，The development of its scenic spots shows three major trends:

First, combine sightseeing with leisure，Work together to build a destination tourism complex。The traditional tourist attraction model can no longer meet the needs of contemporary tourism development，Consumer demand is changing towards leisure and vacation，Leisure 188bet app download vacation meets the requirements of development in the new era，The market industry will flourish in an all-round way，But it is not a simple transformation from sightseeing to leisure vacation，But upgrade and optimize，Meanwhile，The demand for sightseeing will not decrease because of this，But the requirements are more complicated，Visitors who want to relax and unwind，I want to enjoy more and more beautiful scenery，So，Scenic area development cannot be done in isolation，But it must be built from the perspective of the industrial chain；

The second is the trend of Jingcheng integration，That is, other planning such as regional planning should be carried out simultaneously with the planning of scenic spots。China’s tourism industry is in a golden development period，It is also the structural adjustment period under the new economic normal:1、The marginal benefit of scenic tourism is gradually declining，There is no doubt that there is a need to expand the development space for innovation；2、The trend of individual travel and leisure has increased sharply，Self-guided tour exceeds 85%，Self-driving travel exceeds 60%，Leisure vacation travel exceeds 50%，The core competitiveness of tourism has shifted from scenic spots to comprehensive competition in tourist destinations；

The third is the characteristic business format、Leisure businesses are booming、Let a hundred flowers bloom。Decades of tourism practice tells us，Tourism development is a highly high-tech job，At the same time，Also a creativity、Highly innovative work，Not an ordinary enterprise、What ordinary people can do，“Tourism is the most difficult industry”，It’s not an exaggeration to say so。Non-standardized characteristics of the tourism industry，The success model is extremely difficult to copy，The operation of scenic spots is becoming more and more complex，Tourists’ demands are getting higher and higher，This requires more distinctive business formats to support product appeal、Improve service quality and cultural connotation、Enrich tourist participation experience，This way，Only in this way can the scenic spot be more flexible、Sustainable development space。

How to promote the supply-side structural reform of the tourism industry？How to improve the quality and added value of tourism consumption，Cultivation of new growth points，Expand tourism space，Increase the proportion of flexible consumption？The answer is also very simple: innovation is the core，Positioning is the key。

So how to innovate new supplies、Release new requirements？Improving all elements of tourism is food、Live、row、raise、Purchase、Entertainment、Business、Study、raise、Idle、luck、odd、The productivity of 13 factors such as business has become the first issue to be solved in the current development of tourism economy。Smart tourism economy is a specific exploration to improve total factor productivity，It includes the use of "big data、Cloud Service”188bet app 、With information technology as the axis，Industry as the core，Cross-border integration with tourism + N，To lengthen the industrial chain、Consumption chain、Service chain is the target，Create effective supply and core competitiveness，Multiple business formats formed、Multiple products、All-weather tourist complex。

The development content is mainly reflected in the creation of element products、Intelligent management、Information services、Precision marketing and other aspects。This is a useful attempt to solve the generally poor benefits of tourism development，It also provides a better way to solve the problem of unbalanced and inadequate development and meet the needs of a better life；It is an effective way to cultivate large industries and develop all-region tourism，It is the only way to realize the supply-side reform of tourism to accurately meet the needs of the public。

“Character town” is one of the most popular concepts this year，Even Internet celebrity Jack Ma and movie celebrity Feng Xiaogang，also created "Tmall Town" and movie town across borders，Its main function is leisure and vacation，Existing elements of entertainment，There are folk customs、Catering and other accommodation facilities，Gathering industries through tourism、Support tourism with industry，A complete closed loop is formed，This is actually the smart tourism economy promoting new urbanization，An empirical manifestation of guiding the transformation and upgrading of regional tourism economic development。

Anyway，Building a “Smart Tourism Economy”，The core is innovation，The difficulty is positioning。Revolving around "how to introduce it，How to retain people，How to get out”，Repass "Go Out，Introduced，Retain people to form a sustainable development model，Achieving twice the result with half the effort，It is to accelerate the innovative development of tourism regions under the new economic normal、Sustained and Stable Development、Strategic choice to promote the structural reform of tourism supply side，This will help speed up the agglomeration of high-end factors、Industrial transformation and upgrading，Implementing the rural revitalization strategy and promoting inclusive and sustainable development of tourism and integrated urban and rural development。

*Source of this article:Ma Jinkuan，Deputy General Manager of Wisdom (Beijing) Tourism Development Co., Ltd.，Expert Author。