The COVID-19 epidemic that has been raging so far has become a "black swan" sweeping the global economy，Tourists cancel hotel and flight tickets、Scenic spots are closed、Travel and performing arts canceled and postponed......The cultural and tourism industry, which is naturally sensitive to the market environment, has been severely impacted。

However，As an important part of residents’ consumption，The development potential of the cultural tourism industry is still huge。

Past 16 years，China’s domestic tourism revenue grows at a compound annual growth rate of 17.52% rapid growth；2018 merger of the Ministry of Culture and the Ministry of Tourism，The cultural tourism industry has become a national strategic pillar industry；China’s tourism industry’s comprehensive contribution to GDP in 201910.94 trillion，Contribution reaches 11%，Become an important part of GDP。

Based on international experience，When per capita GDP is close to or exceeds 5,000 US dollars，Culture、There will be a "blowout" phenomenon in travel consumption，China’s per capita GDP exceeded US$10,000 in 2019，There are various signs on the surface，China’s cultural tourism industry is growing into a trillion-level market.

Therefore，While seeing the difficult situation in front of us，We must also see the long-term positive trend of the cultural tourism industry。

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As the domestic epidemic gradually comes under control，Many tourist attractions are gradually reopening，The cultural and tourism industry is beginning to pick up。

March，The online attention of the national tourism industry is on the rise，The daily amount of relevant information exceeds 800,000，Scenic spots in various regions have begun to gradually open to the outside world on a limited basis，Welcome a wave of openings，Among them，Green in the suburbs 188bet app download around the city、Safe travel products attract much attention。

In April and May，There are Tomb Sweeping Day holiday and May Day holiday，Various regions ushered in two waves of peak tourist flow，But subject to the needs of epidemic prevention and control of passenger flow，The number of passengers still dropped significantly compared with the same period last year。

According to data from the Ministry of Culture and Tourism，May 1-5，Total number of domestic tourists received nationwide 1.1.5 billion people，Realize domestic tourism revenue 475.600 million yuan，Although compared to 1 in 2019.9.5 billion people、1176.The overall data of 700 million yuan is almost halved，But compared to previous months，The tourism market data has improved significantly。

Although the number of tourists and tourism revenue will be difficult to recover in the short term,The investment and construction of cultural tourism projects is in the stage of rapid recovery。According to opinion index statistics，12 new investments in domestic cultural tourism projects in March，The total investment amount reaches 702.6.6 billion yuan，Showing an obvious upward trend。

Data source: Compilation of opinion index

Judging from the category of the project，8 projects are cultural and tourism complex projects，2 villages are characteristic towns，There are also 1 scenic spot and 1 main park respectively。Cumulatively，27 domestic cultural tourism project investments from January to March 2020，Total investment amount 1453.6.6 billion yuan。

It’s April and May，Resumption of investment and construction in the cultural tourism industry has accelerated again，After you sing, I will appear，Among them, Sunac Cultural Tourism is a “newcomer” in the cultural tourism industry，Take the lead in signing contracts and inspecting them continuously。(The following are incomplete statistics，Information source media、Sunac official WeChat account)

April 8，Sunac China and Wuhan Real Estate Group signed an investment and construction cooperation agreement with Huangpi District for the "Sunac·Wudi·Yangtze River Cultural Tourism City" project，The project will be constructed in three phases，Proposed investment amount is about 75 billion yuan。

April 20，Yuecheng District Government of Shaoxing City, Zhejiang Province and Beijing Sunac Holdings Group Co., Ltd.、Shenrong Cultural Tourism Investment (Shenzhen) Co., Ltd. signed a strategic agreement on the development and construction project of Shaoxing Rice Wine Town，Estimated investment amount reaches 25 billion yuan。

May 2，The Mile Municipal Government of Yunnan Province and Sunac China signed an investment cooperation agreement for the "Taiping Lake International Ecological Tourism Resort and Dianxi River Cultural Tourism and Wellness Industry Project"，The overall positioning of the project is a cultural, tourism and wellness industry project。

May 5，Sun Hongbin, Chairman of the Board of Directors of Sunac China, led a delegation to visit Shilin Yi Autonomous County, Yunnan Province for project inspection。

Inside Sunac，The cultural tourism sector is regarded as the second curve of Sunac’s future development。In 2019, the construction and operation revenue of the cultural tourism city increased by 41% year-on-year to 28.500 million yuan，But for now，Sunac Culture and Tourism, both in terms of revenue and profit contribution，The proportion is still very small。

In this case，Sunac China’s continued investment inspection reflects its continued optimism for the cultural tourism market，Sun Hongbin, Chairman of the Board of Directors of Sunac China, also told the media，The cultural tourism industry will rebound after the epidemic，This industry is a supply-side problem，Demand is far from being met。

Related statistics display，Among the top 100 real estate developers, about 57% are in the cultural and tourism industry，Nearly ten have established specialized cultural tourism companies (groups)，Including Evergrande、Country Garden and Poly Development, etc.，Although each player has different gameplay，But they are all full of ambitions and hopes for the cultural tourism industry。

(Correction in the picture: Evergrande Tourism Group was established in May 2015)

Meanwhile，Wanda has not completely given up on cultural tourism real estate，Since September 2018，Successively settled in Yan'an、Lanzhou、Chaozhou、Four places in Shenyang，The total contracted investment exceeds 150 billion，Most of the funds are invested 188bet Online Sports Betting and Casino in cultural tourism projects。

More and more real estate companies are actively entering the cultural tourism industry，In fact, we also value the long-term development value behind the cultural tourism industry。

How can cultural tourism companies break through the current "epidemic" dilemma?

Affected by the epidemic,Enterprise costs are rising, customer acquisition is difficult, and income continues to be lowIt is also a practical problem that cultural tourism companies have to face.

Judging from the report of listed cultural tourism companies in the first quarter，Most companies are experiencing a cliff-like decline，A decline of at least 30% in the same period，As high as 80%，Some amusement parks in poor operating conditions have announced their closure，It is inevitable that the cultural tourism industry will face a "shuffle"。

This is also a wake-up call for many cultural tourism companies: because the investment cycle of the cultural tourism industry is relatively long，Need to pay attention to the company’s cash flow in the long term。For this，Many people in the industry suggested，Cultural and tourism companies should consider starting to adopt the securitization model，Securitize high-quality rate of return projects to collect funds。

The United Nations World Tourism Organization (UNWTO) recently released a report，Reports since the first report of COVID-19 in January 2020，Almost all tourist destinations around the world have implemented restrictions，Or a total travel ban，It is expected to be before the end of this year，The situation of global tourism will not improve，Outbound travel has basically been interrupted，But this will also help to promote the recovery of the domestic tourism market to a certain extent。

May 12，Shanghai Disneyland reopens to the public after being closed for nearly 3 months，Became the first Disneyland in the world to reopen。

Many tourists who visited the park on the first day also expressed optimism:

"My happiness is back!"

“I’ve been to the park several times before，In comparison, the passenger flow on the first day was not much，It will be more comfortable to play。”

“Everyone actually wants to wear a mask、I have become very accustomed to showing the epidemic prevention measures such 188bet app as the application code，Safety and peace of mind。”

The epidemic is gradually under control，Tourist consumption demand returns，Government departments at all levels have also actively introduced various support policies，From financial support、Stable employees、Reducing corporate tax burden and other aspects，Solving practical problems faced by enterprises，Promote the true recovery of the cultural tourism industry。

May 9，The Yunnan Provincial Government issued "Several Measures to Support the Cultural Tourism Industry in Yunnan Province to Accelerate the Transformation and Development in Response to the COVID-19 Epidemic"，Yunnan will adopt rent reduction and exemption measures、Support the establishment of cultural and tourism branches、Construction of Mid-Levels Hotel、18 Measures including Discounted Tickets for Tourist Attractions，Reviewed by netizens as the policy that most effectively helps tourism companies recover，It is expected that other provinces will also promulgate corresponding policies in succession。

Expert advice，At this stage, cultural tourism enterprises should concentrate on developing their internal skills，Promote future development through innovation and upgrading。

For example，This epidemic has changed some people’s lifestyles，As everyone has higher requirements for a healthy lifestyle，And the rapid recovery of domestic tourism、Effective release of consumption potential，The health and cultural tourism industry will surely usher in greater development。

In terms of product content, comply with market development needs,Utilizing 5G、Artificial Intelligence、VR/AR、Big data、Internet of Things and other application technologies，Implementing “Culture+”、“Tourism +” strategy，Promote the innovative and integrated development of cultural tourism and related industries，Continuously cultivate new business formats for cultural tourism、New products and new models。

In terms of product marketing, various online cultural tourism activities are in full swing,Smart cultural tourism has attracted much attention,Cultural and tourism companies can explore more online marketing、Diversified methods such as self-media marketing。

The sudden cold 188bet app winter in cultural tourism has hit many established tourism companies hard，But there are also new forces dormant in the dark，The development potential of the cultural tourism industry is still huge，The fundamentals and development pattern of the industry are still very good，I believe that those projects that continue to evolve during the epidemic will usher in a good situation of both supply and demand after the epidemic。

*Source of this article：WeChat public account"Commercial Real Estate Observation" (ID:sydcgc)，MadeAuthor: Ray, original title: "Observation on the recovery of cultural tourism industry: Difficulties still exist，The future is still bright》.