As a cultural and tourism industry operator，We all look forward to moving forward on this、Every major event in the ever-changing cultural and tourism era、Every key node，Have more understanding，Know its transformation、Hot and cold and trends。

here，Zhihui coordinates and analyzes the latest trends in cultural tourism during the week，Trying to find from these living elements the latest events or information in each field that are worth recording，Based on a certain framework、Perspective or Dimension，Let’s explore what they bring to the development of the cultural tourism industry，The value points brought to us。

Cultural Tourism Review【Week 43】，Cultural and tourism frontline information，In-depth analysis of the week。

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This week is the first year of the year、The dividing line in the second half of the year，But the life of travel companies has not really changed in the second half of the year。

Cirque du Soleil finally chose to file for bankruptcy protection，4.USD 200 million sale。As early as March this year，Cirque du Soleil announces 95% layoffs，Only the core support team remains，Later, shareholders injected capital into it 3.500 million yuan，But the situation is irreversible。The current and future epidemic situation is still not optimistic，This makes Cirque du Soleil heavy mode、The debt crisis caused by debt expansion will continue to rise、The turning or turning space becomes narrower，Bankruptcy is a helpless stop-loss strategy。

Whoever ends up taking over Cirque du Soleil，We still have to face its deep-seated problems，How to maintain the existing model？Continue or adjust？On the one hand，Extensive borrowing heavily will increase its financial pressure，In case of operational problems，Crisis reappears，This epidemic is a lesson learned from the past；On the other hand，Cirque du Soleil’s core competitiveness must be maintained，To a certain extent, this makes it difficult to make light of its unique product model，Also，The current demand and supply in the performing arts market have become increasingly diversified，The competitive environment faced by Cirque du Soleil will be more complex。These are all tests for the receiver。

Except Cirque du Soleil，Many travel companies are facing business difficulties this week。

Thailand NokScoot announces the end of operations，Perform financial settlement，The main reason is the fierce competition in the low-cost airline market，In addition, the epidemic has aggravated business difficulties。Looking at the big picture，The impact of the epidemic has further squeezed the low-cost airline market，On the one hand，Significant reduction in demand for air travel；On the other hand，Non-low-cost airlines resume business 188bet Online Sports Betting and Casino to expand customer acquisition，Return part of the cash flow，Introducing multiple preferential measures，A large number of routes are discounted and become cheaper。

Same，According to foreign media news，Mexico Airlines also began voluntary bankruptcy reorganization this week，Becomes the third Latin American airline to file for bankruptcy protection。May this year，Latin America’s top two airlines, Avianca and LATAM, filed for bankruptcy protection。

The epidemic brings a chain impact。Airlines facing crisis，Aircraft suppliers are also having a hard time。Airbus recently announced，Estimated to be before summer 2021，In France、Germany、UK、1 total layoffs in Spain and other locations around the world.50,000 people，The main goal is focused on voluntary separation and early retirement，But the possibility of compulsory layoffs is not ruled out。

Hotel brand OYO also plans to lay off employees，It recently announced that it will lay off most of its American employees who have previously announced furloughs。From furlough to layoffs，It may indicate that business recovery is not progressing as expected，Difficulties are increasing。

In the most important India、China and US markets，OYO has been forced to shrink its business or even retreat。

Taking the Chinese market alone，According to previous reports by domestic media，OYO China employees have reached a peak of nearly 10,000 people，Reduced to more than 2,700 people，Five of the seven senior executives who participated in the early creation of the OYO China team have resigned；Some senior executives assigned by SoftBank have also resigned collectively。

OYO’s defeat is not just due to the epidemic，The shortcomings of its business model have long been obvious，The fanatical capital promoters bring backlash。

Masayoshi Son, the head of SoftBank Group, is the main capital promoter behind it。With the support of a large amount of funds，OYO rapidly expands hotel listings，Building a "bubble" for China's second largest hotel group，The model of increasing business revenue and profits for hotel owners has not been able to make a substantial breakthrough。In this situation，OYO needs more time to continue trial and error adjustments to find a run-through model，At the same time, more capital transfusion is needed to ensure sufficient time。But during the epidemic，Both of these are less available，In particular, the most important "funder" Sun Zhengyi is also facing losses and financial difficulties due to investment failures in many important projects，Recently sold tens of billions of dollars worth of Alibaba stocks，This is an example。OYO will not withdraw from the Chinese market，For Sun Zhengyi, it is a choice that requires greater courage。

One more thing related to OYO，Its competitor Treebo recently received 21 million yuan in Series D financing，But the valuation decreased by 16%。On the one hand，It can be said that Treebo is still favored by capital；On the other hand，Capital Blood Transfusion、Share price discount，May be more reflective of the financial problems it faces，Survival is the most important thing。

To improve safety and survival coefficient，Recently, Japanese travel agency giant HIS plans to close one-third of its stores，188bet app download Up to 80-90 households。This is the first time it has fallen into financial difficulties since it went public in 2002。

Another way to deal with this is to issue new debt to repay old debt。Recently disclosed by the Shanghai Clearing House，Yunnan Urban Investment Group plans to issue 500 million yuan of ultra-short-term financing bonds，Issue period 120 days，Purpose is to return mature debt financing instruments。Not long ago, Yunnan Urban Investment Group received a cash injection of 3 billion yuan from the government。Big local state-owned enterprises are also short of money，But there is no shortage of new sources of money。

Finally, let’s take a look at the latest big moves of international travel companies in the Chinese market，Airbnb recently announced that Xiao Jinhong will serve as the chief operating officer of Airbnb China。Xiao Jinhong will be fully responsible for the daily operations and management of Airbnb’s China business，To the co-founder of Airbnb、Report by Chief Strategy Officer and China Chairman Bai Siqi。Xiao Jinhong joined Airbnb in 2012，Served as general counsel of the Asia-Pacific region and head of Asia-Pacific business，Before joining Airbnb, he served as the general counsel of Southeast Asia at Yahoo!。

The key information here is: Xiao Jinhong will be fully responsible for the daily operations and management of Airbnb’s China business，To the co-founder of Airbnb、Report by Chief Strategy Officer and China Chairman Bai Siqi。

One，The Chinese market is an indispensable market for Airbnb and we must continue to invest in it，It further consolidates and develops the Chinese market，More needs to be done，Local competitors still cannot be underestimated。At the same time，The Chinese market has recovered relatively well under the epidemic，Salary reduction、layoffs、Financing loan，In the context of going public and reaching a crossroads of choices，Airbnb China’s performance will be even more critical。

Part 2，Previously, Airbnb China already had the person in charge, Peng Tao，He will have a more detailed division of work responsibilities with Xiao Jinhong，The new appointment is to strengthen Airbnb’s senior management configuration in the Chinese market，There may still be some personnel changes？

Destination Investment Barometer

This week’s destination cultural tourism investment involves Sichuan、Jiangxi、Nanjing、Shandong、Gansu、Shandong、Wuxi、Chongqing、Zhejiang、Henan、Yunnan、Anhui and other places，The total estimated amount of contracted investment exceeds 100 billion yuan。

Focus on two of the projects。First, the Shengzhong Lake tourism project in Nanchong, Sichuan has started，Total investment 10.2 billion yuan，It will be constructed in three phases from 2020 to 2028。After the project is completed，A national-level tourist resort will be created for Shengzhong Lake Scenic Area，Create landscape movement、 Forest wellness international tourist destination, etc.。

Second, Weihai, Shandong Province builds the fragrant seaside cultural tourism town，Total investment 30 billion yuan，Planned area 8 square kilometers，will create a comprehensive health care、Casual、A cultural, tourism and resort complex integrating business。Currently，The project has been completed as a star hotel、Hot spring health care、Partial project construction in the cultural and creative district。

A core element of both projects is wellness.

Incomplete statistics before Zhihui，First half of 2020，Signing and construction of cultural, tourism and wellness projects in various parts of the country，The estimated investment amount exceeds 111.5 billion yuan，Most of them are cultural, tourism and health care real estate projects。

In addition, approximate statistics of Zhihui，Among the top 100 real estate companies of China Index Academy this year，Most of the top 20 real estate companies have entered the cultural, tourism and wellness field，The layout has items，Including Evergrande、Country Garden、Vanke、Poly Development、Sunac, etc.，The main difference lies in the current business volume、Investment levels and plans vary。

Among the top 20 real estate companies，At least there is Evergrande、Poly Development、Green space、Longhu、Rongsheng Development、Jinke Real Estate has established a specialized cultural, tourism and wellness business company，For example, Evergrande Health、Greenland Health Industry Group、Rongshengkanglv、Jinke Cultural Tourism and Health Care Group, etc.。

Cultural tourism and wellness projects are hot in investment，Closely related to the domestic environment。

China’s aging trend is getting stronger，Data display，As of the end of 2018，The number of elderly people over 60 years old in my country is 2.500 million，18% of the country’s total population，In accordance with the "Healthy China" planning outline，By 2030，my country’s health service industry is expected to reach a market size of 16 trillion。

This is an important foundation for the health care industry，It is believed to reach 10 trillion in size by 2020 (another term is the big health industry)，Health care is also regarded as an industry with a market size similar to that of real estate。

In these contexts，Plus health care、Sojourn、A combination of real estate and other elements，Real estate developers will be one of the most active participants and even leaders in the cultural, tourism and wellness industry。A high-quality cultural, tourism and wellness project，It requires investors or operators to have sufficient high-quality resources, including top hospitals、Doctor，Those who are responsible for the sustainable and effective operation of health care real estate，It is more necessary to have a certain industrial foundation in the landing area、Supporting resources，Be able to create a more complete industrial chain。Do you have this ability，It will be a test to see if a cultural tourism and wellness project has a cultural, tourism and wellness core，It is also an important indicator of traditional real estate projects。

Let’s look at two more places: Guangxi and Hainan.

Recent，The Department of Culture and Tourism of the Guangxi Autonomous Region signed a cooperation agreement with the Guangxi Rural Credit Union，During the cooperation period，The Rural Credit Union of Guangxi Autonomous Region will provide credit funding support of no less than 20 billion yuan to Guangxi’s cultural tourism industry。

Mainly look at three aspects: First，Financing is difficult、Expensive、Slow，This is a problem that many travel companies have been facing，More financial institutions’ financial support and even moderate tilt，will bring direct help to solve 188bet online sports betting financing problems，This is why the cultural tourism industry in one place can continue to grow、Necessary supporting elements for transformation；Part 2，Whether it is policy requirements (such as rural revitalization、Urbanization, etc.)，Still looking for diversification of financial business、Extension of financial business tentacles，Rural Credit Cooperatives participate in cultural tourism financial services，It is feasible；Part 3，Government authorities intervene，has a certain government endorsement effect，Also seeking more financial support，Created in the capital use chain，And the tilt of funds (especially towards small and medium-sized travel companies)，will play a certain role。

Hainan has recently made two main new moves，First, from July 1st, the tax exemption limit for Hainan’s outlying islands has been increased to 100,000，At the same time, the types of duty-free goods on outlying islands will be increased from 38 to 45 types，And cancel the 8,000 yuan tax-free limit for a single item，Significantly reduce the types of products with single purchase quantity limit。

Second, the upper limit of corporate income tax for some enterprises in Hainan Free Trade Port has been reduced to 15%，For the tourism industry established in Hainan Free Trade Port、Modern service industry、Income from new overseas direct investment by high-tech industrial enterprises，Exemption from corporate income tax。

Reduction and exemption of corporate income tax (most corporate income tax in mainland my country is 25%)，Naturally attract more capital、Enterprises invest in Hainan、Entrepreneurship, etc.，Including many tourism companies。The entry and expansion of high-quality enterprises，It is an inevitable move for Hainan to optimize and extend the industrial chain。

The tax exemption limit has been greatly increased、Increased tax-free varieties, etc.，The combination of the two phases may bring greater stimulating effect，Convert the increased quota into an increase in consumption。There is also a consideration behind this to further increase consumption and promote domestic demand。

Although the epidemic has affected the scale of long-term tourists in Hainan，But the impact on outbound travel，Another tour for Hainan、Duty-free consumption brings certain market opportunities，Tax exemption is a catalyst。But how big is this catalytic effect，It also depends on the price and size of Hainan’s duty-free products，Enough price advantage、Enough products，It is crucial to have both and interact with each other，In this way, we can attract more customers、Increase the base of tax-free consumer groups，Thus attracting more brands to cooperate and join the duty-free camp，The three form a virtuous cycle，This is also why Hainan encourages moderate competition，A consideration in trying to introduce international duty-free giants into Hainan。This is for China Duty Free and other duty-free enterprises，Will bring certain competitive pressure，And it is good for consumers。

Cultural tourism consumption insights

Let’s first take a look at the “New Tourism” in the Post-Epidemic Era—Report on Travel Consumption Changes of Generation Z” released by Mafengwo.，This report shows，Before 188bet sports betting app download the epidemic，86.96% of Generation Z like to check out the local “fly house” in travel destinations。But after the epidemic，The proportion of this group has dropped significantly to 35.28%。The number of young people who choose to serve formal chain catering brands has increased from 43 before the epidemic.48% to 74.6%。Report also shows，Generation Z is more pursuing personalized and niche experiences，Over 40% of the respondents said，They will choose a certain travel destination because of a film or animation。

Refer to this report to see，Hygiene caused by the epidemic、Safe and secure consumption，It may affect the consumption mentality of young customers in the medium to long term，This will also be the marketing and hardware facilities of many cultural tourism projects，A point that will stand out。

The Dragon Boat Festival that just passed，Is an important section to observe the trend of the tourism industry under the epidemic。The Dragon Boat Festival B&B travel report released by Tujia，Outing during the Dragon Boat Festival holiday，3 hours of self-driving around the city、Surrounding tour within the high-speed rail circle、Short-distance travel is still the most popular way of travel for tourists。

Whether you admit it or not，Most destinations this year will be local tours、Mainly traveling around the area，This actually brings certain challenges to many destinations，Exhibits strong demand，But the quality and quantity of product supply may not necessarily keep up。To improve local tourism、Consumption frequency of peripheral travel、Price per customer, etc.，Destination、Travel companies need to be more diversified in product levels、Exploration of level improvement。

This is similar to another Dragon Boat Festival tourism consumption data from Mafengwo。its data display，Dragon Boat Festival vacation market is growing significantly，The number of "customized tour" orders on the Mafengwo platform increased by 4300% compared with the Qingming Festival。At the same time，Covering high-end picnics、Camping、In-depth gameplay of outdoor sports and other sports are more popular with local tourists。

From this，Further exploring local tourism resources，Carry out resource integration and innovation，Create a richer experience、Differentiated or personalized products，is the destination、One of the directions that tourism companies should focus on next is to focus on local tourism or surrounding tourism。

We are moving to a new home!

July 3，Zhihui Beijing headquarters officially moved to Beijing Shangba International Advertising Park (specific address: Room 101, Floor 1, Building C, Building 1, No. 3 Courtyard, Xiadian, Chaoyang District, Beijing)。

New address, new atmosphere, Zhihui will start a new journey.

The new cultural and tourism era has arrived，Let us go hand in hand，Start a new chapter together。