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January 19, 2015，Director Li Jinzao of the National Tourism Administration proposed at the National Tourism Work Conference: China’s tourism must transform from “attraction tourism” to “all-region tourism”。Director Li Jinzao has raised the concept of “global tourism” to unprecedented heights，Travel-related media are rushing to report，Causing a strong response in the tourism industry。

Of course，Just like "Internet +" was not the first one proposed by Premier Li Keqiang (as early as 2012，Yu Yang, Chairman of Analysys International, proposed the concept of “Internet +” for the first time，2015，Tencent CEO Ma Huateng also proposed "Internet +" in the National People's Congress proposal。Based on the fact that by the end of 2014, the number of Internet users in China had exceeded 6.300 million，Since 2012, the number of mobile Internet users has exceeded that of PC users，The Internet has penetrated into all walks of life，Mobile Internet has affected various fields，March 15, 2015，Premier Li Keqiang officially included "Internet+" in the "Government Work Report"，This has become a national strategy。），The concept of “global tourism” is not the first one created by Director Li Jinzao (a few years ago，Many tourism planning agencies have prepared “Global Tourism Plans” for many local governments，As in 2014，Qichuang Tourism Planning Consulting Agency compiled the "Chongqing Yuzhong District All-Region Tourism Development Plan"，And combined with planning practice to write an article "Driving Factors and Development Model of "Global Tourism"")。Why Director Li Jinzao wants to elevate “global tourism” to such a high level？Obviously，This is definitely not Director Li Jinzao’s whim。The author thinks，The general background of the concept of "global tourism" is that the demand side of China's tourism - tourists - has undergone fundamental changes。

1、Huge domestic tourism market demand and insufficient effective tourism supply

Domestic tourism shows continued growth，Exceeded 4 billion passengers in 2015，Annual growth rate reaches 10.2%，China has become the world’s largest domestic tourism market。Estimated according to the "National Tourism and Leisure Outline (2013-2020)"，By 2020，China’s domestic tourist arrivals are close to 6 billion，Per capita travel reaches 4.5 times。 

Domestic tourism has become a rigid need，But tourist attractions alone cannot meet the huge demand of domestic tourists。Every holiday，Most 5A/4A tourist attractions are overcrowded，Travel has changed from leisure to suffering！“I just want a place to relax”，Becomes the travel demand of more and more domestic tourists。

2. China has entered the era of individual travel, and independent travel has become popular

1990s，The group-to-break ratio of domestic tourists is about 7:3，2003，The group-to-break ratio for domestic tourists is adjusted to 3:7，China’s tourism market has officially entered the era of individual travelers 。2015 statistics released by the National Tourism Administration，Independent travel is the most important way of travel for Chinese tourists。Among the 4 billion domestic tourists，Free travelers account for 80%，Up to 3.2 billion people；1.Out of 200 million outbound tourists，2/3 tourists choose to travel independently，Reached 80 million visitors。

Group tourists，Follow the travel route specified by the travel agency，Mainly traveling to tourist attractions。And individual travelers，You are completely free to choose transportation、Walking route，Travel purpose、Travel interests are becoming more and more diversified。Tony Leung's "Sometimes I'm bored，I will go to the airport temporarily at noon，Get on any flight you want，For example, fly to London，Squatting alone in the square feeding pigeons all afternoon，Fly back that night”，No longer an anomaly but a fashion。A square with pigeons，A B&B with an atmosphere、A theme restaurant with signature dishes、A small bar with atmosphere、A milk tea shop with a beautiful proprietress...these are not tourist attractions，Is becoming a new tourist attraction in tourist destinations！For individual travelers，Tourism without scenic spots gradually becomes the new normal。

3、China enters the era of self-driving travel，“Travel at your convenience” has become the norm

2014，The number of private cars in China reaches 1.2.6 billion vehicles，The number of cars in big cities is close to 1 per household，Cars are now in every household。 Correspondingly, the proportion of self-driving 188bet sports betting app download tours is increasing year by year, The proportion of self-driving tourists in many scenic spots reaches more than 70%.

How to travel by self-driving tourists，More casual and free，“Go travel” has become the norm in the era of self-driving cars，And，Tourists who rely relatively on public transportation，Self-driving tourists prefer “off the beaten path”，Broader and deeper activities in tourist destinations，Result，More and more self-driving tourists，Appears in various places other than traditional scenic spots，Global travel scope for self-driving tourists。

4、The huge difference in needs between "Internet Generation" tourists and traditional tourists

The new generation of tourists who grew up with the Internet - those born after 80/90/00，There is a huge difference in demand from traditional tourists - those born in 50s/60s/70s。

Summary of traditional tourists’ needs for tourism，From the earliest pursuit of "getting here"，To pursue "new、odd、Special”，Generally, we still focus on sightseeing in traditional tourist attractions。

The needs of “Internet generation” tourists，Regular sightseeing tours to scenic spots have been OUT，Fashion、Trend、Personality、Fun、HAPPY has become a new demand for tourism。A star concert、A sports event、A floating big yellow duck，have become the motivation for the Internet generation tourists to travel thousands of miles to another city，Of course，The travel destination is not a tourist attraction。From this，Triggered a new standard of travel in the Internet era: cool、Shuang、Hi、Cute！ 

2. New channel development opportunities under “all-region tourism”

When tourists’ focus shifts from scenic spots to “the whole area”，Tourists’ demand for information acquisition and reservations on travel destinations has also greatly increased，Objectively, tourist destinations are required to provide tourists with the entire territory、Tourism information and tourism elements of the entire industry chain，This brings huge development opportunities to various channels。

• National travel information and booking platform

Ctrip、Where to go、Tuniu、Mama Donkey、Tongcheng，By building an information bridge between tourists and destinations and providing booking services，Just over ten years，The above OTAs have all grown rapidly from a small company to one of the top 20 Chinese tourism groups！Take Mother Donkey as an example，The earliest single ticket for scenic spots，Later implemented the "ticket + X" strategy，Hotels in tourist destinations、Performing Arts、Catering、Shopping and other elements，Integrate them into travel packages and recommend them to tourists，Meet tourists’ needs for scenic spot sightseeing + global tourism；a few years ago，Lv Mama has started to launch the "(Vacation) Hotel + X" strategy，Focusing on (resort) hotels in tourist destinations，Integrating scenic spots into tourist destinations、Performing Arts、Catering、Shopping and other scattered tourism 188bet sports betting app download elements，Sold as a vacation package to tourists，Meet the needs of leisure vacation + global experience。

• Regional tourism information and service platform

Big OTA is a network that covers the whole country and even the world，More standard products that provide scale，A regional information and service platform，provides tourists with more details、More fragmented local information and services，Meet tourists’ comprehensive and in-depth travel needs。

2013，Zhejiang Shenzhen University and Guizhou Huangguoshu Scenic Area cooperate to jointly create a smart tourism O2O service platform for Huangguoshu Scenic Area，Opened a new model of localized OTA service。This model is centered on Huangguoshu Scenic Area, the leader of Guizhou tourism，Integrate various scenic spots in the surrounding areas of Huangguoshu Scenic Area、Hotel、Restaurant、Performing Arts、Travel elements such as car rental，Supported by LBS and other technologies，Provide comprehensive information and reservation services for Guizhou destinations for domestic and foreign tourists who have already visited Guizhou，Welcome by both in-depth tourists and tourist destinations。With the support of this concept，Zhejiang Shenzhen University and Gansu Dunhuang respectively、Qinhuangdao, Hebei、Shaanxi Huashan、Shandong Penglai、Cooperation with more than 30 famous tourist destinations including Kashgar, Xinjiang，Work together to build a regional information and service platform。

• Travel information service platform in niche areas

Segmentation of tourism demand and specialization of corresponding supply，Have spawned a number of tourism information service platforms focusing on serving market segments，"Dangke" developed by Ru Xiaomao Technology，Choose outdoor leisure sports, which are difficult for tourism companies to develop on a large scale under the traditional tourism industry, as a breakthrough，Using the power of the platform to solve management problems for outdoor sports clubs，Solved the problem of connecting needs and services for outdoor leisure sports enthusiasts。RuTvGouTong，Is the first platform focusing on Internet travel shopping，By solving the entry point、Product selection、Payment method、Logistics model and other issues，Connects tourists’ shopping needs of “high quality and low price” with the supply of “genuine and affordable” products in tourist destinations。

2014，China’s online travel penetration rate is only 8%，In Zhejiang Province, where e-commerce is relatively developed，Online travel penetration rate is only 12%。Compared to developed countries in Europe and the United States, the online travel penetration rate reaches 30-50%，China’188bet app s online tourism still has huge room for development。Especially driven by the demand for “all-region tourism”，There are still many investment and development opportunities on the channel side。

3. New supply-side opportunities under “all-region tourism”

When the structural reform of tourism supply meets global tourism demand，All tourist destinations、There is a lot of room for improvement and huge development opportunities on the tourism supply side of all factors。

• Upgraded version of regular travel supply

Traditional tourism elements of tourist destinations: eating、Live、row、Purchase、Purchase、Entertainment, etc.，Constitutes the regular tourism supply of tourist destinations，Facing the global tourism needs of tourists，General needs improvement and upgrade。

Accommodation upgrade: from traditional business hotel to theme boutique hotel，Upgraded from rural farmhouse to boutique B&B，Upgrading from a traditional resort to a resort lifestyle hotel...improve the quality of accommodation，Improve your accommodation experience

Upgraded version of catering: prison restaurant、Couples Restaurant、Sky restaurants...more and more themed restaurants，Making tourists’ dining at tourist destinations an unforgettable travel experience， Michelin Restaurant，The restaurant’s international standard label，Become the trump card to attract all kinds of foodies and food tourists。

Upgraded version of amusement park: traditional equipment-based amusement park from many cities，To Disneyland from strong IP、Universal Studios、Fangte Happy World、Teddy Bear Museum、Hello Kitty Paradise，Creating new entertainment elements in tourist destinations

……

• Specialized tourism for market segments

For the children’s market: Children’s Career Experience Center (Beijing’s Like the World、Shanghai’s Saturday Town、Dudu City in Hangzhou)，LEGOLAND (LEGO LAND) and the LEGO Discovery Center (LEGO DISCOVERY CENTER), Parent-child Paradise, Tian Mama...

For the student market: various summer camps/winter camps、Nature Education Center...

For the self-driving travel market: self-driving campsite、RV Campground、Campsite…

For the sports market: Qinghai Lake Cycling Competition、Fujian Liancheng Cycling、Mount Siguniang Mountain Climbing、Hiking the Tengger Desert、Xiamen International Marathon, etc.，Various sports events and sports activities，Becoming an important special tourism product and an important tourism attraction core for tourist destinations。

For the study tourism market: Dujiangyan Confucian Temple’s “Six Arts” study camp、Shaolin Martial Arts Training Class in Shaolin 188bet online sports betting Temple、Many temples have launched “meditation classes”... to meet the special needs of study tour tourists。

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• New business formats that create tourism demand

From the traditional six elements of tourism to the new six elements of tourism，The supply side of tourism changes in response to the demand side，Innovation and creation on the tourism supply side，It can also lead to the release of tourism demand。Take the Anji Tent Guesthouse invested and developed by Jingyu Group and opened in October 2014 as an example，A new tent-style resort hotel has been built in the 10,000-acre white tea garden in Xilong Township, Anji County, Zhejiang Province, the hometown of white tea in China，Created a new category of wild luxury resort hotels in China。Under the overall sluggish situation of China’s hotel industry，Anji tent guest hotel sells for thousands of yuan a night，Far more than the five-star hotel room rates in Anji County and Huzhou City，The annual average occupancy rate exceeds 90%，Please book 1-2 months in advance during holidays。“Tourists choose their vacation spots because of tenters”，Tent guest creates a new vacation format (tent guest = wild luxury hotel + vacation life + shopping platform)，Make Xilong Township, which is not a tourist destination, into a place where high-end vacationers flock to，Promote Anji County’s tourism image from a traditional tourist destination to a high-quality leisure resort。

Author: Ren Guocai，Zhihui travel expert author，Assistant President of Jingyu Group，General Manager of Large Marketing Department。