Tourism used to be a very low-end industry，The scenic area closes the mountain gate and collects tickets，Added a bunch of travel agencies to form the original tourism industry。But with the rapid economic development in recent years，This industry has completely changed，And increasingly complex，Tourism has become an all-encompassing cultural tourism industry。

Where will the cultural tourism industry develop in the future？How to seize business opportunities and make money？The author wants to elaborate on it from three aspects，respectively: challenge、Opportunities and the future。

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Nowadays, investment in the tourism industry is a bit exaggerated，There are many phenomena of swarming when encountering hot spots，For example, PPP was very popular before、Specialized town、Pastoral complex, etc.，But how many successful cases are there in the end？In such a big environment，Cultural tourism investment needs to be cautious。

High investment amount in cultural tourism project development、Long cycle，Be sure to see the trend clearly before investing、Research the market、Design a good business model。

1. Macro-environmental trends

The development and macroeconomics of any industry、Consumption level is definitely closely related。

For example, Beijing will host the Winter Olympics，Ice and snow sports are very popular。Then why skiing first started and the industry was most developed in the European Alps？Why not in the Himalayas？This is determined by the economic environment around it。What countries are the Alps and surrounding areas？Switzerland、France、Italy、Germany、Austria etc.，They are all established rich countries of Western imperialism。

The rapid development of China’s cultural tourism industry in recent years，It is also due to the rapid economic growth in recent years and the increase in residents’ disposable income，as a basis。But cultural tourism investment looks at the future，We must see clearly China’188bet online sports betting s future economic trends。

People are indeed becoming more and more playful in recent years，The requirements for quality are getting higher and higher，They need higher quality tourist destination products、Experiential content products。

So for cultural tourism product builders，How to reduce costs while improving quality and experience，Make the price more attractive，Create high quality、Highly cost-effective product，Rather than too high-end products or low-quality and low-price products，This may be a trend。

2. Relevant market environment

Can we make cultural tourism products、How to do it，In addition to looking at macroeconomic trends，It also depends on the surrounding market environment，Looking for needs and differences。

Cultural tourism projects are now being built on a large scale in various places，Quantity increasing rapidly，Although it cannot be too hot，But the homogeneity is very serious。For example, there are small towns everywhere，Make a thousand towns look alike；For example, mountain scenic spots are building glass bridges、Glass Plank Road；Another example is the construction of giant Buddhas in religious scenic spots...

So whether cultural tourism projects can be built，Conduct careful research on the surrounding market environment，What kind of region do you want to see、Crowd，What kind of product is suitable？

For example, two relatively successful cases in the industry: Gubei Water Town、Yuanjiacun。

The reason why Gubei Water Town is successful，The most fundamental advantage is that it is next to Beijing，There is no such water town product in the entire surrounding area，Became an orphan，There is a huge attraction。But if you put it in Jiangnan，The result is different。Because the six ancient towns are all in Jiangnan，And they are all genuine，Educated、has history、Famous。If you put Gubei Water Town in Jiangnan，Will face very cruel competition。

The same goes for Yuanjiacun，Its success lies in its focus on Guanzhong snacks，At that time, there was a shortage of such things around Xi'an。Successful、Made money，Continue to improve and refine on the original basis。If this product is placed in developed southern regions，I’m afraid it’s difficult to satisfy southerners’ appetite for quality。

So any tourism product development，If not in the right area，Facing the right people，That will fail。And be sure to carefully analyze market consumption data，Research peripheral competing products，Differentiation，Highlight your own characteristics。

In the absence of good research、Product design and business layout，It is likely to cause long-term losses in cultural tourism projects，Like a wound that can’t stop bleeding，Even if other sectors (such as real estate) make money，I will also 188bet Online Sports Betting and Casino paste it in little by little，Dilution of vested profits。

Opportunity

Where there are challenges, there are opportunities，It is precisely because of the challenges of many uncertainties，The market is also faced with obtaining high-quality resources、Opportunity period for industry reshuffle。

1. Real estate capital will be transferred to cultural tourism real estate

Judging from the current situation，Urban real estate，Especially real estate in first- and second-tier central cities，The future will be strictly controlled，It’s hard to make money again。

Let’s look at the policy environment first，July this year，The country clearly stated，Resolutely curb the rise in housing prices。From "controlling the excessive rise in real estate" to "resolutely curbing the rise in housing prices"，Remove the word "too fast"，This means an essential change。

Affected by intensive control policies，796 failed land auctions nationwide from January to July this year，A new high since 2012。And the first-tier cities all dropped year-on-year and month-on-month，Showing a line of coldness、The third-line hot situation。

But tourist real estate is generally located in third- and fourth-tier cities with beautiful scenery but relatively remote areas，Less affected by regulatory policies，Often no purchase restrictions、No price limit。And use cultural tourism as the entrance to get land，Can greatly reduce the cost of acquiring land，After obtaining the project, the financing cost of the tourism project can also be greatly reduced，There are also various government supporting packages and subsidies，These will greatly improve the profitability of tourism real estate，Making it a guarantee of profits and fund returns for the entire cultural tourism development project。

The author has previously investigated several projects and found that，When acquiring land for cultural tourism development，The land price is only several hundred thousand/acre，It has only been developed for a few years，The project is partially opened but not yet fully completed，Now the surrounding land prices have soared to several million/acre。Not counting building a house，Earning more than ten times from the land alone。Of course there is a price，Billions will be invested in the cultural tourism sector。Both developers and local governments actually benefited，Everyone takes what he needs。

Of course，To seize this opportunity, you must also look at the product。There is an excellent cultural and tourism sector，Only land and real estate can have more room for premiums，The house can only be sold。

2. Scenic spots need to iteratively update products

National high-level officials have clearly stated before: lower ticket prices for key state-owned scenic spots。The National 188bet app download Development and Reform Commission issued guidance on June 28，Required before this year’s National Day Golden Week，Further reduce ticket prices for key state-owned scenic spots。The "People's Daily" also published an article criticizing the scenic cableway、Shuttle bus and other transportation costs are too high，I think the price should be reduced at the same time。

Everyone knows，At present, most of the well-known scenic spots in our country are "ticket economy"，The main income comes from scenic spot tickets and ropeways、Basic income such as vehicle transportation。Especially the mountainous scenic spots, which account for the largest category of scenic spots in my country，The ropeway is “just needed”。Tickets and transportation fees to scenic spots are resources monopoly income，Little investment in daily maintenance、High gross profit，Basically make money while lying down。

After price reduction for tickets and ropeway，Most tourist attractions may face losses。This will stimulate the urgent need for iterative updates of a large number of scenic spot products，Introducing high-quality resort hotels、Complex、Commercial Street、High-tech experience、Performing Arts、Outdoor expansion and other various experiential projects，Outdoor expansion and other various experiential projects。Experiential products will be the focus of tourism investment in the future。

And after a large number of scenic spots suffered losses，There will be a need to introduce entrusted managers or investors。And almost all well-known traditional tourist attractions are state-owned，Even many are established by public institutions directly under the government or with administrative levels。Everyone knows the efficiency of monopoly operations under the state-owned system，Accustomed to monopolizing public resources to obtain profits，This is not possible。

This will become a good opportunity for large-scale cultural and tourism enterprises to obtain high-quality resources and conduct national layout。Scenic Spot Investment + Operation Trusteeship，Acquire control of high-value tourism resources at a lower cost。High-quality tourism resources are different from land acquisition in the city，It is scarce、Not copyable。When you occupy this pit，Acquired the best resources，It will be difficult for others to come in。Especially those who are famous、Good location，There is a certain consumer base in the surrounding area，High-quality tourism resources near important transportation nodes。

How to invest and develop in the future?

1. Focus on industrial research

The cultural tourism industry has become increasingly complex，Every originally simple product has evolved and developed through changes。For example, tourist resort，Many projects have evolved into large-scale 188bet app cultural and tourism complexes，Investment amount、The scale and complexity of the business are completely different。

Cultural tourism destination products are becoming increasingly complex，Developers increasingly need to conduct systematic industry research on the entire large industry and each sub-industry。Because no company has such a long industrial chain，Generally just investment，Then use products from different suppliers and partners，Recruit investment after the basic prototype is ready、Introduction of business formats。

If not different business formats、Features of different products、Advantages and Disadvantages、Profitability、Supporting business model、Thorough research on future development trends，Not true for the entire industry、Data analysis and research on market trends and consumer groups，Then the bigger the project，The more uncontrollable factors there are，You may lose money if you make a slight mistake。Cultural tourism projects are non-standard products，Although the benefits are great，But it is far less easy to operate than simple real estate or hotels that can be copied nationwide。

If the developer compensates for a project，Billions of dollars were thrown in，Obviously the time and economic cost of studying this is very necessary and worthwhile。

2. Seize high-quality tourism resources near key nodes

What is a key node: near a central city with a concentrated population，Have certain economic foundation，Transportation hub (highway、High-speed rail、It’s better to have an airport) perfect，Unique scenery and cultural heritage (has a certain degree of popularity or is unique in a certain aspect、Top)。

For what are high-quality resources，You can refer to UNESCO’s relevant evaluation standards for World Heritage。Of course，That is a world-class heritage，Our requirements can be less demanding，Slightly lower on this basis，But the overall idea of ​​determining what high-quality resources are is the same。

Cultural Heritage

The World Heritage Convention stipulates that the following items should be listed as cultural heritage:

First、Cultural Relics: From History、Art and Science Perspective，Buildings of Outstanding Universal Value、Sculpting and Painting，Components and structures of archaeological significance、Inscription、Cave、A combination of residential areas and various cultural relics。

Second、Architectural complex: from history、Art and Science Perspective，In architectural form、Unity and its integration with the environmental landscape，A group of individual or interconnected buildings of outstanding universal value。

Third，Site: From History、Aesthetics、An ethnographic or anthropological perspective，Projects of outstanding universal value or projects combining nature and human beings and areas with archaeological excavation sites。

Natural Heritage

The World Heritage Convention stipulates that the following items should be listed as natural heritage:

First、From an aesthetic or scientific perspective，With outstanding universal value、Natural appearance composed of natural and biological structures。

Second、Natural structures of outstanding universal value，And clearly defined habitat areas for endangered animal and plant species。

Third、From Science、Conservation or natural beauty perspective，A natural attraction or clearly demarcated natural area of ​​outstanding universal value。

After obtaining high-quality resources，Building iconic resorts and tourist destinations，With a large amount of tourism real estate or health care industry as a balance of funds and return of investment。This will have many advantages: irreplicable attraction、Low unit cost、High premiums on land and housing prices (becoming a god)、Strong bargaining power with relevant parties (including the government)。

3. Pay attention to the combination and ratio of different business formats

Any mid-to-high-end project that “raises three seasons in one season”，They are all bound to lose blood。

Significant seasonal changes in most parts of China，At the same time, due to the current labor system, there are few and concentrated holidays，The performance of domestic tourism in the off-peak and peak seasons is often very obvious。This is why it is proposed to seize resources near key nodes，This can become a low-frequency consumption for travel，Transformed into short-term, short-distance and high-frequency consumption for daily weekend leisure。

Encountering a busy off-season，For low-end projects, it can be closed down，Daily maintenance costs reduced to zero。But not for mid- to high-end projects，Not even a single customer，There will also be a lot of daily maintenance costs。Fixed assets need to be depreciated，Daily operation and maintenance required，And to ensure service quality, it is impossible to use too many temporary workers。

Then from another perspective，When actually landing，Be sure to pay attention to the matching and proportion of different business formats and products in the project。For example, ski resort，Can form a spring outing、Summer escape、Wild expansion、Sports events、A resort complex that combines health and wellness。

4. Focus on investing in content products or R&D products

Minimize the off-season，Guaranteed more playable days，Increase secondary consumption and tour time。Keep the project fresh for a long time，We need better and better content experience products。

This will be a focus and outlet for cultural tourism investment in the future。It is recommended that large companies invest in related projects，This is helpful for improving one’s own development strength，Reduce the overall cost of development projects，188bet app And long-term profitability，These are very important guarantees。

5、Excellent business model design，And ensure good cash flow

The development capital demand for large-scale cultural tourism projects is particularly large，Therefore, when designing the business model, it is necessary to obtain a large amount of real data，Carry out systematic financial model calculation，Redesign the overall business model，This is a guarantee of business success。

Low cost: How to obtain funds at a lower cost，How to use financial instruments such as ABS，How to obtain resources at a lower cost，How to build it at low cost (but not low quality)。

Quick repayment: Real estate is of course a very important part，Future aging trend，Perhaps health care is a more potential "rigorous need"。

Government support: It is necessary to highlight the driving role in local economic and social benefits，Get cheaper land，Use various development models with government to gain support、Reduce costs。

Good business model design，It is the guarantee of the healthy capital flow of the enterprise and the continued good returns of the project in the future。And with the continuous expansion of business，Own core competencies、Development capabilities、The ability to control will continue to improve。

Author: Zhou Mingqi (WeChat: ZMQ_V_)，Founder of Jingjian Think Tank、Chief Analyst。This article is slightly abridged。View the original text of the author，You can follow the public account: Jingjian Think Tank (jjwlzk)。