November 10，Dr. Liu Xiangyan, assistant researcher at the China Tourism Research International Research (Hong Kong, Macao and Taiwan Studies) Institute, on behalf of the research team, released the main content and core viewpoints of the "China Inbound Tourism Development Report 2020" online。The report analyzes the impact of the new crown epidemic on the overall inbound tourism market，Reviewed the active response measures taken by all parties during the period，And based on data analysis and expert judgment, the focus of tourism destination marketing work under the background of the epidemic was clarified。

188bet Online Sports Betting and Casino

In 2019, China’s inbound tourism market continued to maintain the recovery growth since 2015，Market structure continues to be optimized。2019，my country received 65.73 million overnight tourists，31.88 million foreign tourists，A year-on-year increase of 4 respectively.5% and 4.4%。Both the inbound overnight market share and the foreign inbound tourism market share continue to maintain an upward trend，Continuous optimization of customer source market organizations。2019，my country’s overnight entry market、Foreigners account for 45% of the inbound tourism market.2% and 21.9%，Increased by 0 respectively compared with the previous year.7 and 0.3 percentage points。

The sudden new crown epidemic has interrupted the original growth trend of inbound tourism。According to the latest statistics from China Tourism Academy (Data Center of the Ministry of Culture and Tourism)，my country received 14.54 million inbound tourists in the first half of 2020，Decreased by 80 year-on-year.1%。Among them，Inbound overnight visitors and foreign visitors also fell by more than 80%。Before the global epidemic is completely controlled，Full Year 2020，my country’s inbound tourism will most likely continue the 188bet Online Sports Betting and Casino sharp decline seen in the first half of the year。

The impact of the epidemic on the behavior of inbound tourists will also change the source market and destination structure of my country’s inbound tourism。Potential inbound tourists after the epidemic are cautious about safety，On the one hand, the travel distance will be shortened，With the nearby markets becoming the main market in the early stages of post-epidemic inbound tourism recovery，The proportion of the inbound overnight tourism market and the foreign inbound tourism market will be reduced in the short term，The market structure of inbound tourism has been adjusted。On the other hand，People prefer natural and ecological tourist destinations that are less affected by the epidemic，Most of them are located in the western region，Like Tibet、Qinghai、Ningxia、Guizhou、Gansu, etc.，Inbound tourism in these areas may be given priority to resume after the epidemic，This will bring opportunities to catch up with the development of inbound tourism。

While ensuring safety, we actively plan for the future development of inbound tourism

In order to ensure the safety of our citizens，Protect the hard-won anti-epidemic achievements，Like other countries around the world, they have to impose restrictions on international travel。During the epidemic，my country’s entry visa policy continues to tighten。From March 28, 2020，my country temporarily stops foreigners from entering China with valid visas and residence permits，Suspension of various preferential visa policies at the same time。Although travel restrictions from Macau to the mainland will be relaxed from August 12，However, its driving effect on the overall inbound tourism market is limited。Starting from September 28th in my country，Allow valid Chinese work category、Entry of foreigners with private affairs and reunion residence permits，But this only applies to some people who live in China all year round to work or study、Foreigners who already hold a specific category of residence permit，Does not include foreign tourists holding tourist visas，Immigration policy is still tightened，This objectively hinders the development of inbound tourism in our country。

my country’s determination to develop inbound tourism has never wavered，Governments at all levels took active actions during the epidemic，188bet online sports betting Laying a solid foundation for the post-epidemic recovery of inbound tourism，Promote it well。During the epidemic，Governments at all levels in our country are working hard on their internal strength，Laying a solid foundation。Cultural and tourism departments at all levels organize various online trainings for tourism practitioners，Accelerate the progress of cultural tourism integration；On hardware，Guarantee the construction progress of cultural tourism projects，Ensuring the steady improvement of the cultural tourism industry。On the other hand，Cultural and tourism departments at all levels carry out overseas promotion and marketing activities using new media as the main channel，Various forms of promotion，“Cloud” becomes the new favorite。For example，During the epidemic, some local governments continued to export local characteristics abroad through new methods such as online live broadcasts，Increase its popularity and exposure abroad。

Market entities under the impact of the epidemic actively carry out self-rescue

The sharp decline in the inbound tourism market under the epidemic means that the tourism reception business has dropped sharply，For inbound tourism enterprises，In particular, inbound travel service providers have been hit hard，Self-rescue has become the annual theme of the inbound tourism industry。In the continuous tracking of market entities, we found that，There are many companies that are relying on their own accumulated advantages，By actively expanding new business tracks，To reshape the business ecology of the enterprise。For inbound travel service providers，These proactive companies can be divided into two categories: one is that they already had direct C-side connections before the epidemic、Has its own official website、Small and medium-sized tourism service provider with brand and reputation。During the epidemic，They passed Development 2B、2G terminal business，To build a diversified business ecosystem，Typical representatives are Beijing Hemo Technology (LETS) and Guilin Tang Dynasty。The other type is large state-owned tourism service providers whose original business fields were relatively diversified before the epidemic。Their response is to transform to domestic business，Actively join the “internal circulation” 188bet app of China’s economy。 The typical representative is China Tourism Group Travel Service Co., Ltd.。

These companies are in the process of fighting the epidemic，formed a series of countermeasures worth learning from，For example, adopting an advance sales strategy。Many attractions、Hotels, etc. are all sold in advance、Get cash flow through discounts and other measures；Some companies are beginning to plan to switch to DTC (Direct-to-consumer，Customer direct connection) strategy，To break the long-term constraints of the 2B business model on enterprises and the development of China’s inbound tourism market。There are also companies that use optimized customer structure、Seeking business diversification strategies，To improve the low risk resistance caused by the enterprise's business model being too single。We also saw，Some companies that stick to the field of inbound tourism insist on low-cost promotion through various self-media，Culture through video、Explanations on food and other topics to let inbound tourists know more about their services。

Building a safe and healthy tourist destination image

According to the results of the 2019 Inbound Tourist Consumption Behavior Survey conducted by the China Tourism Academy (Ministry of Culture and Tourism Data Center)，What we found compared to 2018，The behavioral characteristics of inbound tourists in 2019 remained basically unchanged。Based on this，Target customer groups for tourism destination marketing efforts、Marketing keywords、Marketing channels, etc. have not changed much: the level of education is high、Young and middle-aged people with middle and high income are the target customer groups of overseas destination marketing；Freedom and in-depth experience are key words in overseas tourism destination marketing；Online marketing channels are the top priority，Attention should be paid to the transmission of pan-destination information。

Affected by the sudden new coronavirus epidemic，The 2019 survey results cannot effectively guide destination marketing efforts in 2020 as before。To this，The report uses the results of HiChina Travel’s special survey on the Korean inbound tourism market during the epidemic to gain insights，To reflect the impact of the epidemic on the willingness and demand of potential inbound tourists 188bet app to travel to China。Pass survey，We found that Korean residents are more willing to travel to China after the epidemic。Over 80% of the respondents expressed their willingness to travel to China after the epidemic is over；Safety and health are the most important issues for potential inbound tourists to South Korea。The safety and health concerns brought about by the uncertainty of the end time of the new coronavirus epidemic and the possibility of another outbreak are the biggest obstacles for potential Korean inbound tourists to travel to China。

Based on the study and judgment of the inbound tourism market demand，We believe that in the future period under the background of the epidemic，The focus of destination marketing and promotion work is to reshape the image of the tourist destination using "safety" and "health" as key words。First，Rely on "government leadership，The implementation entity of "Multiple Parties Participation"。Actively play the leading role of the government，Take safety precautions internally，Establish an external information disclosure mechanism；Introducing preferential policies for external parties，Release kindness and friendliness。The tourism promotion department can fully cooperate with the media、Industry organization、Enterprise、Foreign students and other private forces，Based on its influence on public opinion on potential inbound tourists from source countries/regions，Delivery Security、Healthy tourist destination image。

In the specific work of shaping the image of tourist destinations，Prioritize good political relations with China、Countries/regions that are closer are the target of image promotion，Using the unique customs of western China and traditional Chinese medicine tourism as the carrier of the destination image，Rely on professional videos、Live broadcast and other content production team，Via Social Media，Use live streaming and other activities to shape our country’s security、Healthy tourist destination image，Finally implement the communication and promotion work of this tourism image。

In the long run，Our confidence in the resumption of inbound tourism remains firm。Looking back at history，No matter it is an epidemic，Still a terrorist incident，Or other natural and man-made disasters，Although these 188bet app sudden crisis events have caused heavy losses to the tourism industry in the short term，However, the international tourism market can recover quickly。As the domestic mass tourism market becomes increasingly mature，Tourism infrastructure continues to improve，The quality of tourism services continues to improve，For inbound tourism in the same space as domestic tourism，This means that the foundation for the high-quality development of inbound tourism in the future will be more solid，The recovery and improvement of inbound tourism after the epidemic is inevitable。

*Source of this article: China.com, author人: Wu Ce, Yi Ding, original title:《China Inbound Tourism Development Report 2020: The COVID-19 Epidemic Disrupts Inbound Tourism》.