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，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。

Cultural Tourism Review【Week 26】，Cultural and tourism frontline information，In-depth analysis of the week。

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This week’s “fight against the epidemic” is still focused on policy.

From recent national ministries and commissions、Province and City、It can be summarized from the policies issued by the county (district)，Financial support、Financial support、Tax discount、Property rent、Social Security、Stabilizing employment and flexible adjustments to industry-related management systems，It is the main way for the government to rescue cultural and tourism enterprises during the epidemic。

Let’s look at two tourist destinations first, Sanya and Zhangjiajie.

Sanya implements the “Ten Tourism Guidelines” in response to the epidemic，The first batch of tourism enterprise burden reduction reward and subsidy funds will be released on February 17，Total 54 million yuan，Including 15 companies with relatively high tax payments in 2019, which received 33 million yuan，Another 15 tourism companies received 21 million yuan in special funds for tourism industry development。

If averaged，Each company received millions of funds，Not too much，Plus other support policies，At least I can breathe a sigh of relief，But it is still difficult to maintain for a long time，Resuming work and production when conditions permit and obtaining cash flow income is the key，But this also depends on the recovery of tourists’ consumption confidence。It is difficult to resume work and production，Cash flow remains tight for some time。

Zhangjiajie recently formulated the “310” action plan to promote the comprehensive recovery of the tourism market，Including corporate bailout，The plan includes the establishment of special tourism support funds、Increase financing policy support、Tax policy support、“Ten policies” to reduce business operating costs，Compared with cities that have introduced relevant 188bet online sports betting policies，There are not many similarities and differences in direction，It depends on the implementation。Under the current situation of resumption of work and production，Zhangjiajie’s “ten measures” to launch the tourism market are also worthy of attention。

Discount is a key word in these measures，Including discounts for medical staff in scenic spots、Scenic spot tickets、Hotels, B&Bs, inns and other accommodation discounts、Encourage travel agencies to organize groups；Encourage travel agencies to organize groups、Support and encourage the opening of special tourist trains，Carry out the "Online Games Zhangjiajie" activity，Promote Zhangjiajie。

From the perspective of the destination government，Provide support to tourism enterprises through multiple means，More Just Bailouts，Extending the time available to combat the current crisis，The market is open，Business liquidity is the key to more sustainable survival and development。

Looking back at Sanya，Recent news，Sanya is actively promoting the establishment of Sanya Tourism Promotion Bureau，It is planned to be managed by Sanya Tourism, Culture, Radio, Television and Sports Bureau、About 10 large-scale key tourism companies jointly established a board of directors，Perform investor and management responsibilities，And make decisions on various major tourism marketing and promotion matters。

Judging from these descriptions，Sanya Tourism Promotion Bureau may not be a public institution similar to the Tourism and Culture Bureau，More are specialized tourism promotion agencies jointly organized by official organizations and enterprises，Resources of both parties、Integrate channels, etc.，Promote the Tourism and Culture Bureau’s destinations、Marketing and other corresponding responsibilities will be extended，Highlight the status and efficacy of this aspect。

This is related to Sanya’s plan to build an international tourism consumption center，Establishment of Tourism Promotion Bureau，In the promotion of foreign tourism、Marketing, etc.，It is considered to be in line with international models (such as many foreign tourism bureaus，The functions undertaken mostly focus on marketing and promotion)，Sanya needs to achieve further results in expanding international tourists，It is also a response to the recovery of the tourism market after the epidemic。

Quotes of cultural and tourism giants

Affected by the epidemic，The market prices of many cultural and tourism giants are falling，Including Hilton closing 150 hotels in China，Its executives said that it is assumed that the epidemic will last for 3 to 6 months，Plus 3 to 6 months of recovery period，May cause a loss of US$25 million to US$50 million to Hilton Group’s full-year 2020 earnings；Kaiyuan Hotel、Xi’an tourism industry mentioned that the epidemic will have an adverse impact on its performance。It seems estimated，The first quarter and first half of this year，The performance of cultural and tourism giants will not be good enough。

The epidemic will eventually pass，For the giants, the epidemic has not yet reached the point of "breaking their muscles and bones"，We still need to plan for long-term development。This aspect，Caesar Travel and Jiuhua Tourism have both taken action。

Let’s first look at Caesars Travel (formerly “Caesar Travel”)，It recently introduced strategic investor Jiantou Huawen，This is a professional financial investment institution with a central enterprise background，Backed by China Construction Bank Investment。JIC Huawen will use its own resources and financial advantages to cooperate with Caesars Tourism，Subsequent plans include but are not limited to equity participation、Co-investment and other forms with Caesars Travel are tax-free、In-depth cooperation in tourism finance and other aspects，Expand and deepen the layout of Caesars Tourism Industry Chain，Promote further development of related businesses。

After the Caesars regained actual control of the listed company in October last year，Caesar Travel’s new cultural tourism group business map has been relatively clear，Among them, tax exemption and tourism finance are both Rio Tinto sectors，JIC Huawen will provide direct financial support in these sectors。Although the current duty-free market is in a highly monopolized stage，However, there are also situations where competition is concentrated in some tax-free “highlands”，The duty-free market is still in the rising stage of share and regional expansion，There are still many market opportunities available for competition。The situation of tourism finance is relatively better，No effective monopoly has been formed yet，The competitive market space is larger。

Another thing to pay attention to is，A company with the background of a central enterprise，CCB Huawen brings more than just financial and industrial chain support to Caesars Travel，It also depends on tax exemption and tourism finance as areas that require corporate qualifications or background，CCB Chinese will obtain more qualifications related to Caesar，It may also bring some help。

Look at Jiuhua Tourism Again。Recent，its announcement，Plans to join Anhui Zhongan Tourism Health Industry Fund Partnership in the form of a limited partner，Subscribed capital contribution of 100 million yuan，Investment ratio 10%。The purpose of joining the partnership is "to further improve the industrial layout，Enhance the comprehensive competitiveness of enterprises”，“With the investment capabilities and industrial integration capabilities of professional institutions，Find、Prepare and invest in high-quality tourism resources”。

The investment areas of Zhongan Tourism Fund include tourism、Health care、Recovery、 Health management and other industries，Focus on investment in tourism destination planning, design and construction projects、With high-quality tourism resources, destination projects and health management、Health and leisure destination projects。This has a certain synergistic relationship with the main business of Jiuhua Tourism，Help it seize some opportunities 188bet online sports betting for mergers and acquisitions in the tourism industry，Create a new project，Cultivation of new profit growth points。

Jiuhua Tourism’s appeal is basically consistent with that of many domestic scenic spots，How to break through the existing traditional scenic spot business model，In terms of obtaining more tourism resources and creating projects，There is a possibility of more diversity，Realize business transformation and expansion，This is an urgent move for traditional scenic spots, especially famous scenic spots，Projects such as health and wellness tourism are also one of the current key areas of cultural tourism investment。

But there are few high-quality tourism resources，The competition for related resources is also fierce，This brings certain risks to Jiuhua Tourism in realizing its corresponding demands，In addition, whether it can effectively achieve business with Zhongan Tourism Fund、Synergy effect of strategic appeal，There are also risks。

Destination Investment Barometer

Destination，This week’s keyword is naturally “resumption of work”。According to incomplete statistics，Park attractions belonging to Hangzhou West Lake Scenic Area、Sanya tourist attractions and cultural and sports enterprises，And Lijiang tourism industry including Lijiang Ancient Town and Jade Dragon Snow Mountain, etc.，Already promoting the resumption of work and opening。Also，Beijing Universal Theme Park has resumed operation，The park will open normally in May next year。

Past one month，The cultural tourism industry has been severely hit by the epidemic，Many cultural and tourism companies are in a state of tension，There is an urgent need to realize the flow of funds through business liquidity，Continue the normal operation of the enterprise or project，This demand is subject to the premise that the epidemic is gradually under control，is gradually being released。Another project as large as Universal Theme Park，If resumption of work is delayed，Not just cost expenditure，It also depends on the changes in the market opportunity period that may be brought about by the delay in the opening of the project，This is a more unacceptable result。

But the epidemic is not far away yet，The turning point has not yet been reached，Opening of scenic spots and attractions，There is still a risk of cluster infection，Leading to the opening of scenic spots in terms of epidemic prevention and control management，The nerves still need to be tense。At the same time，Epidemic Control、Constrained by factors such as the off-season and the recovery of consumer confidence，Many scenic spots will be in a state of "difficult to resume work and reopen" for a certain period of time，The number of tourists received will be greatly restricted。Are there more projects to come、Destination tourism resumes operations，To a large extent, it still depends on the direction of epidemic prevention and control。

If the epidemic is further controlled，The situation is improving，The tourism industry may gradually recover。This level of recovery，It also depends on the investment 188bet Online Sports Betting and Casino and construction of local cultural tourism projects。

Days ago，Changsha Municipal Development and Reform Commission announced Changsha’s 2020 major project investment plan，1320 major projects in the city (including bundled projects，716 of them are continued projects、604 new projects)，The total project investment is expected to be 1,624.5 billion yuan，Estimated investment in 2020 is 359.2 billion yuan。According to investment plan，Changsha Nighttime Economic Development and Construction Project，Smart street lights will be carried out、A mobile phone to visit Changsha APP and other construction，And the renovation of the night tour of the Yuelu Mountain summit trail、Microscopic Forest、Mountaintop Leisure Business。At the same time，Changsha will build about 5 nighttime cultural tourism cities、Consumption cluster，Carry out night festivals and celebrations，Create cultural tourism scenes such as night tours on the Xiangjiang River。

On the one hand，Changsha is a city with outstanding entertainment consumption，Have a good foundation for night consumption，Increase the construction of night economy projects，Improve the supply of cultural tourism consumer products，Reasonable；On the other hand，Nighttime economy is one of the modern urban economic formats，With prosperous consumption、The role of expanding domestic demand，Also represents the economic vitality of a city，As a provincial capital city，Increase investment in the construction of night-time economy，It is inevitable。

And this trend，It will be extended to more cities this year，The epidemic will not cause much damage。

Innovative cultural and tourism formats, cultural and tourism consumption insights

This Saturday，Xiangban Cultural Tourism Group (hereinafter referred to as "Xiangban") announced the completion of Series B financing，Received an investment of 200 million yuan equivalent to US dollars from Zhixin Capital。Xiangban’s model is to enter the countryside with B&B products，From point to surface，A full ecological chain covering industrial development，Thus forming a decentralization、A new rural community with high interactivity。

Hometown partners can obtain financing，One key is that it captures the pursuit of a better life in the countryside by the new urban middle class，They have certain financial strength，Pursuing quality、High experience life。The countryside provides a scene space that meets needs。

Currently, especially in some economically developed areas，The blurring of urban and rural boundaries、The needs of urban residents for non-urban life、Requirements for activation and improvement of rural economic and cultural vitality，And the feasibility improvement of project construction land supply, etc.，The fusion effect of multiple factors，Making rural areas find a convergence point in the supply and revitalization of cultural tourism products。

Let’s take a look at the innovative business formats in various places this week.Currently，The epidemic has brought about certain changes in both the supply and demand side of cultural tourism，These are provided by robots，For example, the hotel’s “contactless service”、The Museum’s “Cloud Viewing Exhibition”、"Cloud travel" in scenic spots, etc.。

Looking at it in two dimensions.One，Short-term impact，These are provided by robots、APP、Services provided by WeChat ID and other Internet technologies，Meets users’ needs for “playing” or safe accommodation at home，It has a certain effect on maintaining users and even expanding users，For hotels, they can also find more balance points between epidemic prevention and control and opening for business；

Part 2，Long-term effects，Hotel robots and guests complete check-in and check-out services by themselves，Many hotels were trying this before the epidemic，Not yet ready for large-scale application，Applications in this epidemic，will cultivate user habits，Achieving Penetration of Contactless Services，Improved，But there may still be a longer way to go for real large-scale application；

Eryun is watching the exhibition、More appearances of cloud tourism，On the one hand, it will also make the museum、The main supplier of these products and services in scenic spots，Get some experience in the integration of content and technology，There will be improvements in supply and demand in the future，5G technology applications will also be expanded。On the other hand，Due to visitor spacing、Regulations on the distance between tour guides and tourists and the distance provided by guide services，It will also enable further application of audio guide service products，This type of enterprise will have more market opportunities，Corresponding competition will also intensify。

The coverage of users going online due to the epidemic、The penetration rate has increased accordingly，QuestMobile data display，After the Spring Festival, the average daily mobile Internet time per person increased to 7.3 hours，This is also the above-mentioned cloud viewing exhibition、One of the important factors for the expansion of cloud tourism。Next，Cultural Tourism Project、Destination promotion and marketing, etc.，Online channels may be further expanded。

There are always two sides to a thing，The epidemic has brought opportunities to some segments，But it has brought huge trauma to the tourism industry as a whole。Data estimates from China Tourism Academy，The number of domestic tourists in 2020 decreased by 9% year-on-year.3.2 billion people，Domestic tourism revenue reduction 1.18 trillion yuan。Regardless of whether "retaliatory growth" appears，At least this year, cultural and tourism companies will not be having a good time as a whole。