The 2019 China International Tourism Mart recently opened in Kunming, Yunnan。In each display area on site，Visitors visiting the exhibition can taste cultural and creative food、Buy cultural and creative products，You can also participate in role-playing、On-site production of Yunnan specialty handicrafts，Rich and diverse cultural tourism experience，Let people linger、Enjoyed。

These years，With the continuous deepening of tourism supply-side reform，A group with a strong sense of participation、New tourism formats with strong cultural flavor are emerging one after another。These new business formats，Continuously refreshing people’s travel experience，Becoming a new growth point in the development of tourism market。

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The new tourism industry can be described by three words: "participation", "immersion" and "Internet+"

"Here，I have seen the beauty of Jiangnan water town，Appreciate the beauty of Jiangnan culture again，Very comfortable。”Recently，Li Hui, an employee of a financial company in Pudong New District, Shanghai, and his family，Driving to Fuyang District, Hangzhou, Zhejiang，Feel the charm of the integrated development of local culture and tourism。

Li Hui said，Walking in the village，The rows of rural houses and pastoral scenery are intertwined into an ink painting rich in life。More than a hundred remaining buildings from the late Qing Dynasty and the early Republic of China，It even takes people through history，Understand a unique culture。

At night，Li Hui and his family stayed in a B&B by the river in Dongziguan Village，First, taste the local Jiangsu food，Then set up a table in the yard，Having tea with family，While chatting。“After two days’ trip，Really unforgettable。"Li Hui said。

Same as Dongziguan Village，Culture is becoming the focus of many scenic spots across the country。The combination of culture and tourism，Let culture go "afar" better，Traveling is also more "poetic"。188bet online sports betting Cultural Landscape、Travel performing arts、Theme Park、Specialized town、Cultural and creative development、Cultural festivals... various new models of integrated development of culture and tourism are emerging，Bring tourists a more cultural tourism feast。

With the upgrade of tourism consumption，Compared with traditional tourism，People now have higher requirements for travel experience。Stay in a B&B to experience local customs、Wear VR to watch a super blockbuster、Put on ancient costumes and take a journey through time... Immersive tourism with more experience and participation is increasingly popular among tourists。

“Sense of participation” is the key word of the new tourism industry——

In the observation project of the 4th Provincial Tourism Development Conference of Hebei Province，Luquan Industry, Trade and Tourism Innovation Zone has become a “check-in” hotspot for people。Junlebao Dairy Town in this area，Many parents took their children on a milk-themed study trip。As the first ranch in China、Factory、An industrial tourist attraction that organically integrates milk culture science popularization and industrial tourism，Here，Visitors can not only watch a cup of yogurt being harvested、Ingredients、Fermentation、The whole production process from filling to packaging，In-depth understanding of the origin and development of yogurt、Popular science knowledge，You can also have a close interaction with cows。

“Immersion” is the new attraction of new tourism format——

“I used to travel，Prefer to stay in standard hotels。Traveling now，Basically stay in B&Bs。”Cindy, an employee of an Internet company in Haidian District, Beijing, is a senior “alice friend”。In his opinion，An important reason why people prefer B&Bs，You can enjoy an "immersive travel"，Chat with the host of the B&B、Feel the local customs，Instead of just treating the residence as a place to sleep。

“Internet+” is the new characteristic of the new tourism industry——

Move your fingers，You can reserve tickets online，Then scan your face to enter the park，Save the trouble of queuing；Scan the QR code，Online playback of attraction introduction，Listen to the lecture while watching the scenery，Convenient and fun；How many tourists are there during the peak period of the scenic spot，Prediction can be made through big 188bet app data technology，Help alleviate the congestion problem at popular tourist attractions during holidays...These new smart tourism services，Is becoming the “standard feature” in more and more scenic spots，Bring tourists a better travel experience。

New business formats reflect new needs

From focusing on “presence” to caring about “quality”，Tourism consumption demand continues to escalate

current，my country’s tourism market still maintains rapid growth。Displayed in the "China Tourism Consumption Big Data Report 2018" released by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism)，The travel power index of my country’s domestic residents hit a new high last year，reached 17.8%，Popularization of tourism consumption has become a trend。

Associate professor Zhai Xiangkun, Department of Tourism, China Institute of Labor Relations thinks，The upgrading of tourism consumption demand is the basic law of the development of tourism markets in various countries around the world。As income increases，People also have higher requirements for the quality and experience of travel。

In the 7th Beijing Huimin Cultural Consumption Season that ended recently，The city’s 16 districts have launched various cultural initiatives to benefit the people，Including low-ticket performances to benefit the people、Cultural consumption subsidies, etc.。"Twelve Measures to Promote Consumption of Culture and Tourism in Beijing in 2019" proposed，Create a cultural benchmark for benefiting the people by using electronic coupons during the consumption season to benefit the people，Continue to issue 50 million yuan of Beijing Huimin Cultural Consumer Electronic Vouchers to consumers in Beijing，Make full use of its precise support and motivational guidance，Cultivation of market mechanism for positive interaction between supply side and demand side。

In Chongqing，Government departments guide the cultivation of an upgraded version of “smart tourism”，By promoting the construction of “tourism cloud”，Realizing tourism public services、Brand Promotion、Brand Promotion、Statistics Management、Real-time monitoring、Data sharing and exchange functions。Benefit from this，Digitalization of key tourist attractions、The level of intelligence has been improved，A batch of smart scenic spots、Smart Hotel、Smart Travel 188bet online sports betting Agency、Smart tourism town developed，Multiple levels of tourists、Diverse needs are better met。

"Cultural Tour、Industrial Tourism、The emergence of new tourism formats such as study tours，Benefit from the guidance at the national policy level，Also driven by tourists’ demand for the cultural connotation of tourism products。" Tang Xiaoyun, deputy director of the China Tourism Academy, believes，Establishment of cultural and tourism departments at all levels，Let cultural products and tourism market demand be more closely connected，Bring convenience to increase the supply of cultural tourism products。Some places have successively introduced various policies to benefit the people，Accelerate the supply-side upgrade of the tourism industry，Meet residents’ cultural tourism consumption needs。

Chinese culture is broad and profound，Provides rich materials for the development of cultural tourism products。Traditional folk custom、Folk culture，The tourism market is glowing with new charm。According to the survey of China Tourism Academy (Data Center of the Ministry of Culture and Tourism)，During the Spring Festival last year，Visit the museum、Art Museum、Library and Science and Technology Museum、The proportion of tourists in historical and cultural districts reaches 40.5%、44.2%、40.6%、18.4%，The number of tourists watching various cultural performances reached 34.8%。“The attraction of cultural tourism is evident。" Zhai Xiangkun said。

“From focusing on ‘presence’ to caring about ‘quality’，Tourists’ consumption concepts have changed greatly，We must also keep up。" said Wu Jing, sales manager of Colorful Forest Scenic Spot in Shijiazhuang, Hebei Province，Today，Tourists are no longer satisfied with "getting on the bus and sleeping"，Get off the car and take pictures” style tour，This year has entered the peak tourist season。Take accommodation as an example，This year has entered the peak tourist season，A high-end hotel with higher comfort in Colorful Forest Scenic Area，The rooms were booked quickly。To better meet the needs of tourists，The scenic spot has successively launched forest Western food、Colorful light show、Drone performances and other special projects，All are welcome。

New business formats need to be strengthened

Not only must be new in "face"，Making real quality tourism，Making real quality tourism

"Every trip，I will buy some local specialties in scenic spots to give to relatives and friends。But，Many specialties in scenic spots lack characteristics，Looks similar。”Mr. Gao, who lives in Shanghai, always likes to “buy, buy, buy” when traveling，But the fake and shoddy cultural and tourism products in some scenic spots disappointed him。He said，Mention cultural tourism products，Often just a mobile phone case、Cultural shirts and other ubiquitous things，Lack of phenomenal products that make people shine。

current，my country’s new tourism industry is developing rapidly，But compared with the ever-escalating tourism consumption demand，There are still obvious shortcomings，There is still a lot of room for improvement in new business formats。

In order to adapt to the new trend of transformation and upgrading to improve the quality of culture and tourism consumption，Deepen supply-side structural reform in culture and tourism，The General Office of the State Council issued the "Opinions on Further Stimulating the Potential of Cultural and Tourism Consumption" in August，Propose a series of measures to stimulate the potential of cultural tourism consumption from both supply and demand ends。

Zhai Xiangkun thinks，Measures to promote cultural and tourism consumption proposed in the "Opinions"，Not only expands the effective supply of cultural tourism products and services，Promote deeper integration and development of culture and tourism，Strengthened “Internet+”、Big data technology application，Promote cultural tourism consumption upgrade，Improving the convenience of cultural tourism consumption。

To further stimulate cultural and tourism consumption potential，"Opinions" proposed，Promote consumption pilot demonstration。Determine a group of national cultural and tourism consumption pilot cities and demonstration cities and conduct dynamic assessment，Encourage the construction of collective cultural and creative stores、Specialized Bookstore、A consumer gathering place for various businesses such as small theaters。Focus on enriching product supply。Encourage the establishment of small and medium-sized enterprises、Theme、Special cultural tourism performing arts products，Promote the brand development of star-rated tourist B&Bs；Actively develop leisure agriculture，Launching a number of key rural tourism villages；Promote 188bet sports betting app download the construction of national all-region tourism demonstration zone，Support red tourism innovation、Integrated development。

“There is a lot of room for new tourism formats，But the requirements are also higher，Not only must be new in ‘face’，More new in ‘Lizi’，Making real quality tourism。"Zhai Xiangkun thinks，Future，New tourism supply should be based on new tourism consumption needs，Improve the quality of products and services。Including accelerating the upgrading and transformation of tourism products，Focus on improving the cultural connotation of tourism products、Technological content、Green elements, etc.。I believe that through these efforts，It can improve our country’s cultural and tourism consumption facilities，Consumption structure is more reasonable，The consumption environment is more optimized，Cultural and tourism products、More abundant service supply，Thus promoting the rapid growth of cultural and tourism consumption。

*this文来Source: People’s Daily, Author: Wang Ke, Gao Yuan, original title: "Immersive tourism brings new experiences (Consumption Window)》.