During the Spring Festival this year，The tourism market is extremely hot。Information display on the official website of the Ministry of Commerce，According to monitoring，Celebrate the New Year locally and bring fire to local tours、Surrounding Tour、Short-distance self-driving trip，Parks in various places、Scenic Area、Museum、cinema、The passenger flow of ski resorts and other leisure and entertainment venues has increased significantly，City Suburban Resort Hotel、Hot bookings for B&Bs etc.。Related data display，Beijing Yanqing during the Spring Festival、Miyun、Accommodation consumption in Huairou and other suburbs increased more than three times year-on-year。

In the tourism industry，Wenbo has become a dark horse during the Spring Festival，“The performance of museums during the Spring Festival holiday exceeded industry expectations，The main reason for this phenomenon is，The initiative to celebrate the Chinese New Year in situ makes local consumption in cities become the main 188bet online sports betting consumption mode of tourism，Museums are rare places where you can visit and learn。" Jia Jianqiang, founder and CEO of 6renyou.com, said in an interview with a reporter from Securities Daily。

In addition，February 17，The "2021 Spring Festival In-Situ Travel Inventory Report" released by Lvmama Travel Network also shows，Cultural tours are particularly popular。“Look at specific consumer groups，Tourists who value cultural content experience tend to have relatively high levels of education，Stronger spending power，And more willing to spend on travel。" Zou Qingling, CEO of Lvmama Travel Network, introduced in an interview with a reporter from Securities Daily。

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Zou Qingling introduced in an interview with a reporter from Securities Daily，Whether it is sightseeing or leisure vacation，Cultural tourism is one of the important contents，Only in the era of leisure and vacation，Cultural and spiritual consumption accounts for a larger proportion，Higher experience requirements。Judging from the booking situation of Lvmama platform in recent years，Travel performing arts、Special folk experience、Museum check-in、Cultural theme hotel、Cultural theme towns and even specific performances，The number of tourists grew much higher than other products，And has the characteristics of high-frequency consumption。Also，More and more tourists not only include cultural experiences as part of their itinerary，It has even become the main attraction factor。Like a trip to Taizhou Tang Poetry Road、188bet app download Hexi Corridor Silk Road Tour、Quanzhou Maritime Silk Road Tour, etc.。

The reasons behind the popularity of the cultural and museum industry，There is another background that cannot be ignored，Under cultural confidence，Consumer needs have changed。

Judging from market reaction，"2021 Spring Festival In-Place Travel Inventory Report" shows，This Spring Festival，A Henan TV Spring Festival Gala program "Tang Palace Night Banquet" uses new technology to bring the Tang Dynasty warriors in the museum to life，Display the cultural features of the entire prosperous Tang Dynasty。This program is a hit on the Internet，Get out of the circle quickly，It also aroused many netizens’ enthusiasm for museums。During Spring Festival，Museums across the country also welcomed many visitors。Report Display，The search popularity of Henan Museum increased by more than 500% year-on-year during this Spring Festival holiday。And others such as the Palace Museum、Nanjing Museum、Nanjing Museum、Shaanxi History Museum、Sichuan Provincial Museum、Qin Shi Huang Mausoleum Museum, etc.，We also launched a variety of activities to welcome the Year of the Ox during this Spring Festival，Attracted many tourists to check in and visit。

"Current，The cultural and museum industry has received a good development opportunity，Consumer demand shifts from long-haul to short-haul，Transfer from sightseeing to study，And the revival of traditional culture，Museums are very important carriers，Study 188bet app download on research、Museum curriculum development has been very helpful。"Jia Jianqiang said。

The industry has entered the era of quality struggle

What needs to be noted is，From the perspective of the overall development of the cultural tourism industry，Obvious characteristics of stock competition。

Zou Qingling’s analysis by a reporter from Securities Daily，During the "14th Five-Year Plan"，The culture of our residents、Consumption demand such as tourism will continue to expand、Upgrade。The current cultural tourism industry has entered an era of stock competition，Incremental competition depends on speed，Stock competition relies on quality and IP。

“In view of the new trends in cultural tourism consumption that have emerged in recent years，Comprehensive cultural and tourism service capabilities are more important。"Zou Qingling thinks，Industry development must adhere to cultural IP leadership，Create new consumption scenarios and industrial communities。“Cultural tourism is a big industry，It’s people’s livelihood again，Today’s IP should not be limited to scenic spots、Hotel，Traditional tourism formats such as destinations，To link cross-border IP and all elements related to cultural tourism，Expanding around cultural tourism consumption scenarios、Increase in consumption formats、Efforts to improve the quality of cultural tourism consumption。”Also，Technology + is promoting the deep integration of culture and tourism、Intangible 188bet app Cultural Heritage Activation、Building new business formats，For example, using VR/MR to create some virtual experiences、Night tour content, etc.，Or use live broadcast to promote scenic spots，Greatly enrich the content and form of tourists’ cultural vacation，Better prospects。

*thisTextComeSource: Securities Daily Network, author: Gui Xiaosun, original title: "The cultural tourism industry has entered the era of stock competition, and museum tourism has become a new growth point》.