2016 has just passed，2017 has arrived。At the end of the year and the New Year，China’s cultural tourism industry has ushered in many major events。With the implementation of the 13th Five-Year Plan for the tourism industry，A new 7 trillion market is opening。

China’s wave of consumption upgrades that began 5 to 10 years ago，In the past two years, its strong consumption power has swept through China’s tourism industry。

China’s tourism industry has undergone preparation and start-up in the first 5 to 10 years，In 2016, it began to enter a period of accelerated development。Summer of 2016，The opening of Shanghai Disney and Wanda’s two tourist cities in Nanchang and Hefei，Set off a wave of upsurge for China’s entire tourism industry。Hot sales of Evergrande’s Hainan Haihua Island、Country Garden’s full launch in Malaysia，The blue and green twin cities bloom in the tourist town，marks that a large number of front-line real estate troops have fully entered the tourism industry across borders。

Meanwhile，The pastoral east of the Yangtze River Delta、The opening of Nianhuawan and Wucun，Comprehensively reshaped the tourism industry in Jiangnan region；Niushou Mountain, Nanjing、Changzhou Oriental Salt Lake City、The opening and rise of Beijing Gubei Water Town，It also further tells the market about the latest generation of innovation that combines culture and tourism。

Standing on this occasion of the New Year，We take stock of 2016，Looking ahead to 2017，It can be found that some major product innovation trends are becoming the new mainstream in the next 5 to 10 years。

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The current unified point of view formed by investment entities in the industry is，Tourism is the same as commercial and residential industries，Where there is a flow of people, excellent asset operation quality will be maintained。Therefore in densely populated areas、The markets around cities with strong consumption power have become a hot spot for the entire tourism industry。

We once did a set of big data calculations。Comparison of tourism market data of major first- and second-tier cities across the country。By comparing the total number of tourists in each city、Three sets of economic indicators can be found: per capita tourism consumption expenditure and total city tourism revenue，Excluding areas around the four first-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen，The most golden cities in China’s tourism industry are Hangzhou、Suzhou、Nanjing、Wuhan、Markets surrounding new first-tier cities such as Chengdu。Judging from the total actual tourism consumption income，Lijiang、Jiuzhaigou、The tourism revenue of traditional Chinese 5A scenic spots such as Huangshan is still not as good as the markets surrounding China’s metropolitan areas that are closer to the source market。

Here we summarize the year，We participate、Inspection and experience of various innovative tourism projects in China，Summary of six major product trends，For industry reference。

一、Tourist Town——Promoted by the four major capital groups，Becoming the biggest outlet in the tourism industry

Tourist towns are not a new product，But in 2016, tourist towns have entered a new market niche。The spillover effect of home purchase demand from counter-urbanization in China’s core cities、Real estate developers continue to look for new growth market segments and policy promotion and guidance have become the core driving force for the explosion of tourist towns。

There will be three development trends in the products of tourist towns:

First type，Traditional cultural tourism town enters mature stage，The strong are always strong

Traditional Chinese tourist towns represented by Wuzhen have been developed for more than 10 years，Entering the mature stage，Having formed a rare cash cow-type high-quality asset。The long-lasting prosperity of Wuzhen and the sudden rise of Gubei Water Town，all give the market a firm signal，That is, as a source of customers close to the market、Excellent product quality、Management regulations、Full cultural connotation、A town with unique landscapes and rich lifestyle experience，With the acceleration of tourism investment growth，Will have mid- to long-term competitiveness。

Therefore，The trend of the strong always becoming stronger has emerged。As for whether this situation will be subverted in the future，In the short term，There seems to be no sign of recession。There is data to prove it。Wuzhen’s annual revenue in 2015 has reached 1.1 billion yuan，Net profit 400 million yuan，The passenger flow of Gubei Water Town also increased rapidly in 2016，90% year-on-year increase，Revenue in the first half of the year reached 300 million yuan，It is expected that the market space of Gubei Water Town will surpass Wuzhen in the future。

It can be seen from this，Tourist town products have the following characteristics: high initial capital investment threshold，Extremely strict requirements for site selection，Need to have sufficient cultural height and uniqueness，But once the work takes shape，Withstood market test，It will become a stable and excellent tourism asset that outperforms the market in the future。

Beijing Gubei Water Town

Second type，New Culture、New ideas、The new gameplay subverts the existing pattern of Chinese ancient towns with thousands of towns on one side

Tired of seeing Wuzhen in the market、Xitang、After Tongli and other ancient towns with traditional Ming and Qing architecture represented by the six famous towns in Jiangnan，The exotic cultural style town represented by Nianhua Bay opened to the market in 2016，Immediately refreshing，Detonated the entire circle of friends。Nianhuawan’s high quality in architecture and landscape architecture，Talk directly to the current post-80s generation、The hearts of the post-90s petty bourgeoisie and middle class。Not only loved by the middle-aged and elderly vacationers it was originally targeted at，It is even more popular among contemporary mainstream youth travel groups。

Wuxi Nianhua Bay

Meanwhile，The birth of Oriental Salt Lake City，Another resort town product with the core of creating cultural and leisure lifestyle，Incorporating theme entertainment venue equipment and entertainment elements。An interpretation of the Taoist Bagua style theme venue created by him，Integrating interactive experience elements into traditional ancient streets and Chinese traditional culture。This is called 4.0 version of cultural tourism project，Also makes the market shine，Gives countless inspirations to the industry。

Changzhou Oriental Salt Lake City Dao Tianxia

The third type，A tourist town for real estate developers，Hit the middle class with passion and strong product power

There is another type of town，We call it a tourist town for real estate developers。A real estate developer team represented by the famous blue and green twin cities，Began to inculcate a new concept of small town lifestyle into society。This kind of town is more about feelings、Life Services、Beautiful houses are the core product driving force，Combined with landscape resources，Strive to implant into the tourism industry。Take the huge sales of Wuzhen Yayuan and Taoli Chunfeng as the tipping point，The unique product spirit of Song Weiping style，Won the favor of a group of middle class，It has also attracted 188bet sports betting app download widespread attention and imitation in the industry，Leading a wave of trends。

Hangzhou Taoli Chunfeng

二、Theme park market—the tourism category fueling the fire，Foreign capital predators are not accustomed to the climate，Real Estate Capital Hunting

Should say，The theme park market is an important direction for the future high-speed growth market。There is data to prove it。AECOM’s 2015 theme park research report shows，The growth rate of visitor numbers at major theme parks in Asia Pacific in 2015 was 6.9%，The growth in mainland China is particularly strong。The number of visitors to Chimelong Ocean Park increased by 36% year-on-year，Songcheng Group’s number of tourists increased by 53% year-on-year，Much higher than the average in the Asia-Pacific region。

According to statistics from Orient Securities，2012~2013，A total of 14 theme parks and water parks opened in my country，25 theme parks and water parks opened in 2014，More to come in 2015。Estimated 2020，China will add 64 theme parks，Potential number of admissions reaches 1.6.6 billion，Total investment reaches US$23.8 billion。

1、All foreign investors are present，But it has become the norm to be acclimatized

Opening of Shanghai Disneyland、The layout of Universal Studios in Beijing，Zhejiang Luozi of the Six Banners of Landscape，The launch of Legoland Shanghai，It all symbolizes the collective entry of a group of the world's top theme parks into the Chinese market。If you want to make huge profits in the Chinese market，Even Disney has to work hard。

The fact that foreign-funded theme parks have suffered frequent failures in China in the past two years tells us: blindly copying old creative IP from Europe and the United States in the early years to fool the Chinese market will not work，Rough workmanship of theme park products is not welcomed by the market，High pricing that is divorced from the market is unaccustomed to the environment。

The rapid rise of China’s film industry in the past two years，It has greatly improved the cultural confidence of the Chinese people。Excellent production、The success of large-scale movies supported by profound Chinese cultural traditions in China，A warning has been issued to purely foreign theme park investors。

Shanghai Disney

2. The local theme park flagship group’s siege

OCT、Chimelong、Fangte、Songcheng and other four major groups，Constitutes the first echelon of Chinese theme parks，The number of tourists in 2015 reached more than 20 million。Other than that，Haichang and other ocean theme parks are also rapidly attacking the city，And derived from the real-life entertainment project married to the city shopping mall。This group of companies has become the middle force and protagonist in China’s theme park industry，It even has a winner-take-all effect in some markets。

Qingyuan Chimelong

3. Real estate developers collectively enter the theme park market

Another obvious trend in the theme park market is the collective hunting by powerful real estate developers。Wanda、Evergrande、Shimao and other real estate developers have entered this market one after another，Its attack speed far exceeds that of traditional tourism investors，Keeping the bosses awake at night、Having trouble sleeping and eating。

The disadvantage of real estate developers entering the tourism market is their eagerness for quick success，No core content production capabilities of its own，Lack of creative resources and weak refined management capabilities，But its advantage is that it is good at capital operation，You can buy, buy, buy，Obtain core industrial resources through mergers and acquisitions。

Wanda and other leading real estate developers，Enter the blue ocean of tourism in the chaotic competitive red ocean market，Leverage their capital strength and product development speed，Redefining industry rules has become inevitable。

Nanchang Wanda Theme Park

4. The reverse entry of new forces in the industry

The construction logic of China’s theme parks has always started offline。Looking back at the originator of the world’s theme parks、The growth history of Disney, a company with a market capitalization of trillions，We can find out，A century-old theme park，It all started from the online DreamWorks。

So，Two years in China，A group of content companies with core creative capabilities, represented by Huayi Brothers, have begun to follow the path of Disney，Boldly moved the movie scenes offline，Construct a movie town type product。The reverse entry of this new online force，Can it be successful，Still needs to withstand the test of the market。

This business model must be logically correct，It’s a pity that the era that Huayi Brothers lived in and the golden era of Disney’s rise are no longer what they used to be，Faced with the encirclement and suppression of so many offline theme parks，The road to Huayi Brothers’ film and television theme park is bound to be bumpy。

Haikou Feng Xiaogang 1942 Film Commune

As the largest capital investment in the tourism industry、The most technology-intensive、The theme park product with the highest cultural experience，The competition in the future is the competition of technology and competition of IP resources。The scene is more dreamy、The era of theme parks with more cultural experience。

三、Urban historical and cultural district—after silence，In urgent need of activation、Upgrade and rebuild

Historic and cultural blocks are a focus category at the intersection of urban commercial real estate and cultural tourism industry。They are typical representatives of the current hot urban micro-tourism。However, there have been few eye-catching works in the development of this category of tourism products in the past few years。

The reasons are the following four points:

1. Strict but not accommodating urban cultural relics protection measures;

2. Strict urban planning control measures;

3、Urban Renewal in Demolition、The complexity of specific operations such as placement；

4、Most historical and cultural districts have good locations，No shortage of passenger flow resources，Thus continuing the slow process、Conservative philosophy。

Therefore，This kind of old antique in the historical and cultural district is falling silent，The business format is getting older and older、Old-fashioned、Low-end，In urgent need of revitalization and reconstruction。In the past two years，The typical cases that are truly innovative in this field may be Chengdu Taikoo Li and Nanjing Laomendong。Strictly speaking，Both projects are new construction and not protective development。But they all found a compatibility point in the fashion that inherited the tradition，Thus deeply loved by local middle-class citizens。

Taikoo Li Chengdu、Nanjing Laomendong’s attempts at product innovation surpassed Shanghai Xintiandi、Beijing Nanluoguxiang、Chengdu Kuanzhai Alley and other past patterns。

More modern、More refined、More luxury、More fashionable、More culture，has become a product development trend in this type of historical and cultural district。

Nanjing Laomen East

四、Rural tourism - from folk customs to quality and light luxury，From low-end to mid-range

Beautiful countryside is an important product category of China’s tourism industry。The rapid development of this tourism product category comes from General Secretary Xi’s two important conclusions in recent years: one is about China’s rural issues，We should be able to see the mountains，Can see water，Remember the nostalgia”；The second is "Lucid waters and lush mountains are mountains of gold and silver"。This high-level judgment of the central government at the national level，Directly guided the direction for regional 188bet sports betting app download governments and capital。

So，Rural tourism has begun to develop a two-stage development model。

The first stage: rural infrastructure construction stage

Should say，2015 and 2016 are the years of infrastructure layout for rural tourism in China。The biggest problem in rural tourism is the investment in infrastructure。As early as 200 years ago, the British urban planning master Howard published his world famous book "Tomorrow's Garden City"，It was clearly stated that rural towns have a more superior environment than big cities，The core key to the construction of pastoral towns is to create magnets that attract people to live。The most critical prerequisite is the design of the input-output model of township infrastructure。

The most attractive feature of the new countryside is the rich material conditions and good public facilities of the big cities，Combined with the beautiful pastoral landscape of the countryside，Only in order to form an attraction to the public beyond the city。Now，After nearly two years of promotion by various government and national policies，Roads involved in rural tourism、Public infrastructure such as pipe networks has been laid out to a certain scale，Having the conditions for capital entry in the later stage of marketization。

Wuxi Pastoral Oriental

The second stage: the construction stage of rural tourism products

After the completion of the construction of supporting facilities in the first two years，Several product lines that we are currently familiar with in rural tourism，Like a pastoral landscape、Folk culture、Flavour Catering、Cultural Creativity、Parent-child experience and special B&B, etc.，These constitute 1 of rural tourism.0 version product。

The Yuanjia Village we know、The creation of several classic projects such as Pastoral Oriental and Wucun，It’s all about contemporary rural tourism 1.Representative of version 0 works。

After entering 2017，After the construction of basic supporting facilities is completed，A large amount of private capital will officially enter the development of rural tourism，China’s rural tourism will enter the year of product innovation and upgrading，Rural tourism will definitely present different product models in the future。In the future，Introduction of more content industries，will bring rapid iterative innovation to China’s rural tourism。Elderly Care、Technology、Cultural innovation and the entry of new economic industries，will be able to give rural tourism a new functional level。

Wucun

五、Resort Hotel - B&B model is difficult to make a profit，Mid-range resort hotels become a trend

Make the hotel a tourist destination，Always an important tourism product model。

Feelings of Lijiang Inn、The elegance of Moganshan B&B，The exquisiteness of Banyan Tree Hotel，Cultural charm of Amanfayun Hotel，The uniqueness of the tent hotel，A multi-level and beautiful product line that has been drawn into the Chinese resort hotel market。

When the first batch of investors who entered the market were still flocking to this type of product，As everyone knows, the resort hotel market has quietly changed。The essence of this change is the evolution of the consumer base of resort hotels。

Behind this evolution are the changes in two social trends:

First，After the anti-corruption，The mainstream of China’s tourism and vacation consumption has moved from consumption at the top of the pyramid to the rising middle class。So we see the Banyan Trees collapsing，The large villa in the tourist area is vacant，Light luxury represented by Atour、The mid-range hotel market with a strong cultural atmosphere is hot for bookings。

Second，After China’s economy dropped from high-speed development to low-speed development，Created a typical lipstick economic model。Industrial transformation、A group of literary and artistic investors spawned under the background of 188bet sports betting app download consumption downturn，The single emotion they rely on cannot support a long-term B&B、Inn、Hotel and other operations，A large number of individual young people、Designers will have to face the test of market profitability，Most of them will eventually be eliminated by the market，Bosses are bound to return to big cities to learn new skills，Adapt to the needs of the new economy。Finally，In this field，The ultimate winner who can satisfy the quality consumption of the middle class must have management efficiency、Scale advantage、Professional hotel management organization with service standards and marketing capabilities。

Atour Hotel

Six、Traditional scenic spots and tourist resorts - linkage of product innovation in individual scenic spots and global tourism development

China’s traditional scenic spots and tourist resorts，Always a national treasure，Basically concentrated in the 227 5A scenic spots recognized by the National Tourism Administration。They are stable with few big innovations。But that doesn’t mean it won’t remain the same。

The birth of two new projects in 2016，Changed the market’s view on this。

One is Nanjing Niushou Mountain。As Nanjing’s newest city card and most important religious tourism project，Niushoushan’s product creation techniques are shocking。Worship the Buddha without burning incense，Instead, use it as a leisure vacation，Combining the observation of Buddhist culture with the relaxation of body and mind，Constructed into a rare physical and mental baptism。This rare way of religious tourism in museums，Constitutes the wonder of color and space、Beautiful tourist scenes，It has given the world a new understanding of traditional Buddhism。

Foding Palace in Niushou Mountain, Nanjing

One is Baishi Mountain Scenic Area and Zhangjiajie Glass Plank Road。The emergence of Baishi Mountain tells us，Traditional scenic spots have been carefully planned，Detailed consideration and bold innovation in tourism experience，It can also achieve the effect of more than 10 times the passenger flow。The glass walkway is the finishing touch。The miraculous craftsmanship of nature can have a stronger visual impact on the glass trestle。

Strive to imagine how to use new processes、New display method，Let tourists see the world from a different perspective，This is a new trick in the innovation of traditional mountainous scenic spots。

Hebei Baishi Mountain Scenic Area

Zhangjiajie Glass Plank Road

In addition to innovation in a single attraction，The global tourismization of existing attractions is also a major trend。

Full-region tourism has been a policy initiative promoted by the country in the past two years。In fact, objectively speaking，From 332 cities in China、Resource endowment of 2860 counties and cities、In terms of industrial capabilities，There are destined to be only a small number of people who can truly develop all-region tourism。

Traditional popular tourist destinations are naturally the key to developing global tourism。Zhangjiajie’s comprehensive tourism、Wuzhen’s industrial introduction and iterative innovation，This is all after the implantation of traditional tourist attraction industries，Turn into a resort area，Furthermore, various scenic spot transportation systems will be implanted in the entire area，Improving supporting services outside the scenic area，Becomes a true global tourism area。

Zhangjiajie tourism map

Overall，After the slow development of China’s tourist destination market in previous years，The rapid promotion of capital has allowed us to see that the supply-side reform of products in the industry is faster than we expected、More fierce、Bolder，Product innovation has become more diverse、More comprehensive、More grand。

What can be expected in the future，In the coming wave of tourism consumption，Driven by new trillions of capital，China’s tourism industry 188bet Online Sports Betting and Casino will usher in unprecedented prosperity。

The golden age of China’s tourism industry is rapidly opening。

*This article benefits the expert author: Zou Yi