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，Focus on cultural and tourism giants、Destination、New business format、New Technology、Five areas including new consumption，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。

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Quotes of cultural and tourism giants

This week we focus on two giants: Evergrande and Sunac.

The giants continue to "enter the Northeast"。Recent，Evergrande signed a contract with Dalian Lushunkou District，Planned investment of 15 billion to build a cultural tourism city。According to public information，Since this year，Evergrande has made many huge investments in Northeast China，Including investment of 120 billion in Shenyang，In new energy vehicles、Cultural Tourism、Health and wellness and many other fields are deployed in Liaoning；Signed with Jilin Province to deploy ice and snow、Travel、Health、High-tech agriculture and other industries。

Can be roughly viewed from two aspects，First, corporate actions under national strategic policies，The so-called policy trend，Northeast revitalization is still an implementation strategy this year and even in the coming period，Evergrande’s actions are concrete support for this strategy，Action "correct"；The second is the need for Evergrande’s business expansion，The current business environment in Northeast China has improved，its ice and snow、Health care and other resources have more market space to be explored and developed，Get your seat as early as possible，Also needed。

Just look at this investment in Dalian Lushun，This is closely related to the local development trend in recent years。In recent years，Land prices in Dalian urban area are relatively high，It is relatively difficult to obtain land，resulting in limited profit margin。Lushun is a value depression in the traditional sense，More real estate companies will choose the Lushun sector with greater potential this year。The "Hengda Cultural Tourism City" project is located in Lushun Economic Development Zone，Also known as the western coastal plate of Lushun，Rail Ferry、Port、Industrial Logistics、Travel、Complete education and other supporting facilities。With the opening of Lushun Light Rail、The transportation in Lushun District is perfect，Shopping malls and supermarkets are now 188bet app download stationed，Lushun Economic Development Zone already has a good investment and development environment。

Look at Sunac，Multiple new actions this week，First in Wuhan、Qingdao spent 45 respectively.600 million、8.2.5 billion land acquisition，Intended to participate in the construction of smart eco-city、Building a comprehensive film and television location base。At the same time，Signed a cooperation agreement with Baoan District, Shenzhen，The agreement covers Sunac China’s Greater Bay Area headquarters，And an ice and snow cultural tourism complex including the world’s largest indoor snow world is planned to be settled in Bao’an。Among them，The ice and snow cultural tourism complex project plans to invest approximately 338.300 million yuan。

Recently，Sunac continues to increase its investment in cultural tourism，They are all generous，Covered areas include exhibitions、Health care、Ice and Snow、Film and television industry chain。Behind the continuous expansion of mergers and acquisitions，Having no worries about performance is his biggest motivation。Data display，Sunac achieved sales of 500.5 billion in the first 11 months of this year，Catching up with Vanke and ranking among the top three。

There are several points worth paying attention to in the above-mentioned investment: First, Sunac’s internal resources are being opened up，Including real estate and film and television、Ice, snow and other cultural tourism resources，Provide certain advantages for acquiring land；The second is the expansion of Sunac，Also shows head effect，Maintenance and expansion of its market size，It is still one of the important keynotes；The third is to set up headquarters in the Guangdong-Hong Kong-Macao Greater Bay Area，Shows its intention to cultivate deeply in this area，The Greater Bay Area is a highland for policy and market，Of course we need more space；The fourth is to build an ice and snow complex，This is another move of "ice and snow going south"，Sunac’s ice and snow industry territory is expanding。

Under the spotlight of the Winter Olympics，The ice and snow industry and ice and snow economy have huge prospects，Sunac has already sniffed business opportunities from it。Since the opening of Harbin Sunac Snow Park last year，Guangzhou Sunac Snow World and Wuxi Sunac Snow World will open in June this year，Sunac has deployed ice and snow cultural tourism in three places。Choose Shenzhen，One is to cater to the individual needs and differentiated consumption of people in the southern region。Relevant research shows，About 6.5 million people participate in ice and snow sports across provinces in the south，Great potential，And the southern people have strong demand for the ice and snow market，But the market is vacant。Part 2，Shenzhen’s city status、Economic development level、Transportation、Many factors such as passenger flow，Meeted all conditions for project site selection。

For Sunac，It is not limited to one ice and snow project or ice and snow complex，This is just an important part of building the ice and snow industry chain，Ice and Snow School、Training、Events, etc.，It is expected that there will be more series connections and collaborations in the future。

Destination Investment Barometer

Investment in cultural tourism projects this week is mainly concentrated in the southwest region，Investment project (signing contract、Start of construction、opened) 12 projects，The estimated investment amount is approximately 53.2 billion yuan。

Judging from the disclosed amount，The Shiyan Happy World project that has officially started construction is relatively outstanding，The total investment is expected to reach 10 billion yuan，Will be planned to build a tourism distribution center、Ecological Shopping Park、Happy Water Town、Performing Theater、Light and water show、Hot Spring Hotel、Health Care Community、Shanhai Paradise、Magical Paradise、Research base、More than ten cultural tourism venues including Happy Farm，Construct all aspects、Multiple business formats、Composite type、A large-scale cultural tourism resort project integrating experiential ecological leisure tourism functions and ecological residential communities。

This is a cultural tourism real estate project，Look at the advantages and disadvantages of the cultural tourism sector，Advantages，Shiyan’s unique geographical location，It is located in northwest Hubei，With western Henan、Southern Shaanxi、The border junction of 3 provinces and cities including eastern Chongqing，Transportation location conditions are acceptable，But not outstanding；Shiyan is rich in cultural and tourism resources，For example, Wudang Mountain，Tourism industry and ecological industry are two of the local pillar industries，The existing passenger flow provides a certain foundation for it；Also，Cultural tourism products in northwest Hubei currently focus on eco-tourism products，Cultural experience products are relatively lacking，The Happy World project can fill some market gaps；

Disadvantages，Shiyan’s economic development level is not outstanding enough，The regional economic development it radiates is basically similar，There is still doubt whether the corresponding consumption capacity can support tens of billions of projects；At the same time，This also restricts the sales of the real estate segment of the project，Especially in the current situation where the real estate market is not optimistic enough，It remains to be seen how the investment and operation progress and effectiveness of this project will be。

Let’s look at local policies，This week，Nanning、Jinan has successively issued incentive policies for scenic spots。Among them，Nanning City Regulations，Ruduixin is rated as a national 5A tourist attraction、National tourist resort，A one-time reward of 10 million yuan；Jinan’s new assessment of 5A、4A、3A national tourist attraction industrial enterprise，RMB 800,000 each、500,000 yuan、One-time reward of 300,000 yuan。

Overall，Under the storm of rectification of national A-level scenic spots，Rewards for newly rated A-level scenic spots，Can further promote the quality improvement of scenic spots、Positiveness in service optimization and other aspects，Strengthen the brand building of scenic spots。Looking at the reward policies broken down by region，Also intended to support local characteristic tourism resources，Forging 188bet online sports betting regional brands。For example, Jinan。

Jinan is an important industrial city in China，Industrial development has a long history，Strong industrial foundation，Complete system。As one of the earliest cities to open its own ports，Jinan retains many time-honored brands，Especially after the founding of New China，Jinan becomes the national machinery、Textile、Light Industry、Medicine、An important production base for food and other industries。During National Day this year，Jinan Industrial Tourism has received nearly 400,000 tourists in total，Becoming an emerging tourist hotspot in Jinan。

Under the "tourism +" strategy，Promote the integrated development of tourism and other industries，Industrial tourism is undoubtedly an important content and an important carrier of global tourism。Jinan increases support for industrial tourist attractions，Intended to further explore unique resources，Strengthen the industrial tourism brand。

Finally, let’s talk about seasonal winter travel.

Recently，Beijing Municipal Culture and Tourism Bureau has released ten winter outing routes in Beijing with the theme of "Hot Springs, Skiing, Food and Health Tours"，Covers the rich hot springs in the suburbs of Beijing in winter、Skiing、B&B and food tourism resources。

Since December，Many places across the country are ushering in the traditional tourism off-season，But with the improvement of people’s living standards and life concepts、Change in approach，Demand for winter travel is rising。According to the report released by Mafengwo，This winter，Among the 10 destinations with the highest increase in tourism popularity，There are 9 warmer areas in the south，Including Zhanjiang, Guangdong、Haikou, Hainan、Xishuangbanna, Yunnan, etc.，The overall trend of winter travel to escape the cold。Meanwhile，Harbin’s popularity still tops the list，This also shows that ice and snow tourism is receiving more and more attention。

However，How to sort out the industrial chain in various places，Find local tourism projects，How to develop differentiatedly，Turn "cold" resources into a "hot" economy，This still needs further exploration in the industry。

Innovative cultural and tourism formats

Incomplete statistics，Many companies in the accommodation field received financing this week，Including the US high-end apartment hotel “Domio” completing US$100 million in financing、Anxin Group, an enterprise employee accommodation service platform, completed Series C financing、Accommodation operation service provider “ttg” received tens of millions of yuan in financing。

These three companies have different business focuses，Focused boutique vacation、Corporate Staff Apartment、Hotel accommodation for young people is currently a fiercely competitive field，At the same time, he has not become an absolute giant，The market space that can be developed is still large。

One of the characteristics of Domio is that it is technology-driven，It is based on consumer search content、Climate Model、Economic indicators and other factors，Use internal quantitative algorithm to determine business expansion area。After deciding on a city or destination，Domio will integrate and access corresponding 188bet online sports betting housing services。This means that it is used in user portrait analysis、There is better foresight in terms of matching needs and services。

And ttg is targeting the main customer group of young millennials with a population base of 400 million，Exploring content and products around the needs of young people，It builds consumption scenarios and mobile communities through "living + X"。Young people value experience，Personalized and differentiated accommodation has become one of the attractions，At the same time, the variable "X" undertakes multiple experience contents、Scene construction，Already has the function of diverting traffic，It also has the function of increasing user stickiness。

There is another big event in the big accommodation field，Recently, Fliggy announced the establishment of the Philippine Hotel Alliance，Shared membership by alliance，Open up online and offline traffic，Combined with the ecological advantages of Alibaba economy，Form membership sharing、Marketing linkage、Win-win relationship，Solution to the weak influence of independent hotel brands、Lack of membership system and self-owned traffic problems，Helping independent hotels to "get out of singles"。

In summary，Independent hotels mainly face several problems，First, the brand is weak，Marketing capabilities are also weak or investment is insufficient，Second, insufficient operational capabilities；Third, it is difficult to increase the occupancy rate and unit price。Duo Lai Guests、Making more money is their direct goal。

But for now，一、Although many companies have entered the independent hotel market，However, there is currently no sustainable and feasible empowerment model that can be said to be successful，Everyone is still exploring，This is an opportunity for the above alliance to form and enter；二、There are more than just flying pigs behind this alliance，Standing even more is Ali，Alibaba’s large amount of user data、Digital middle platform technology、Platform marketing port, etc.，Contribute to brand marketing for independent hotels、Operation services and user retention, etc.，Brings more possibilities。

New Technology Trends in Cultural Tourism

In the cold winter period, we also first look at the financing situation of enterprises.

TravelFlan, a chatbot service provider focusing on travel segmentation scenarios，Recently completed a Series A investment of US$7 million，Led by SPK AITravel Tech Fund，Linear Capital、Construction-Radiant Tech Venture Capital Fund、Hong Kong ITVFC Fund and others followed the investment。

TravelFlan has two technologies，AI chatbot and one-stop management system that aggregates partner resources covering inventory management data management、Distribution、Customer analysis and other services，The latter is the main business。From the perspective of business collaboration，AI chatbot is both a pre-trip planning assistant for personalized travel，Another translator on the trip、Daily life assistant，Can accumulate user data for a one-stop management system，At the same time, the data capabilities of the management system can also make the chat robot’s information more intelligent，And the volume and quality of information services provide more 188bet Online Sports Betting and Casino possibilities。As far as the current situation is concerned，This is exactly what chatbots urgently need to improve。

What deserves attention，China Unicom and Huawei reach cooperation，Jointly layout the 5G+VR market，On the occasion of the launch of Huawei’s latest VR head display product “VR Glass”，Both parties will work on VR technology、Platform solution、Network Solution、Application scenario、Joining marketing and other aspects。

This is a strong alliance，China Unicom in 5G high-speed network、Advantages in channels and other aspects，Huawei has certain accumulation in 5G and VR technology， The cooperation between the two parties will be helpful to the improvement of VR technology and user experience，Offline application scenarios also help to reach more people。

New consumption insights in cultural tourism

This week’s consumer insights focus: hot spring B&Bs and sinking markets.

Tujia report display，Hot spring B&B has more than doubled in the past two years。End of 2019，The top ten popular cities for hot spring B&Bs include Huizhou、Sanya、Guangzhou、Qingyuan、Beijing、Guilin、Dandong、Nanjing、Fuzhou、Chengdu。These are mostly southern cities。

Looking at two dimensions，On the one hand，B&B is an important experience space for personalized accommodation，Itself is a traffic entrance，But at the same time, it is difficult for B&Bs to exist independently，Need a certain quantity and quality of experience content as a supplement，In order to form a more complete experience consumption chain，and corresponding repurchase rate；On the other hand，It’s cold in the south in winter，Plus health awareness improvement，Hot spring bathing has become a popular consumer product for leisure，The hot spring tourism market is expanding，Hot spring B&B is a combination of physical and mental experience。

Look at the sinking market again.

Recently，The "McKinsey China Consumer Survey Report" released by McKinsey shows，The new generation of consumers in mid- and low-tier cities has become the new engine of growth；Most consumers have consumption levels，While upgrading, some pay more attention to quality、Some pay more attention to cost performance, etc.；The "China Consumer Market Research Report Based on JD Big Data" released by JD Digital Technology Group shows，The total consumption of low-tier cities is growing faster than that of high-tier cities，The growth rate of total consumption in fourth- and fifth-tier cities leads other first-tier cities。

Comprehensive view，The consumption potential of residents in mid- and low-tier cities is indeed being released，And their consumption demand and level are not very low，They settle accounts and pursue cost-effectiveness，But we also pursue quality，Viewed from this wind direction，The trend of cultural tourism companies continuing to enter the sinking market will become increasingly intense，There will likely be a new battle for market dividends，And in the process，A similar product that can effectively figure out the huge customer base in the sinking market、Differentiated needs，Provide effective marketing strategies and matching products at the same time，This challenge is not small for many travel companies。