May 29，The Hubei Provincial Novel Coronavirus Pneumonia Epidemic Prevention and Control Headquarters held the 103rd press conference，Notice on "Several Measures to Boost Consumption and Promote Stable Economic Growth"，8 measures involving cultural tourism consumption。Hubei Province is the province most severely affected by the new coronavirus epidemic，Measures taken to revitalize the tourism industry and resume work and production and relevant information announced at the press conference，It has benchmark significance for other provinces。

A spokesman for the Hubei Provincial Department of Culture and Tourism said: “Our province currently does not have the conditions to promote overseas tourists from outside the province to travel to Hubei。The "Guiding Opinions on Actively and Orderly Promoting the Resumption of Work and Production while Effectively Preventing and Controlling the Epidemic" issued by the Central Leading Group for COVID-19 Response clearly stated: "Inter-provincial and cross-border tourism will not resume for the time being"。Even after inter-provincial and cross-border travel is relaxed in the future，It will also take some time for our province’s tourism image to recover in the overseas tourism market outside the province，The situation of tourism recovery growth is not very optimistic。188bet sports betting app download

Recovery time for the tourism market，Hubei’s official estimate is that next year’s tourism market in Hubei Province in 2021 will be dominated by local travel and intra-provincial travel。That is, Hubei Province’s outbound tourism in the second half of 2021、Inbound tourism and inter-provincial long-distance tourism will not resume on a large scale。

Before and after this year’s May Day Golden Week，Follow-up results of the tourism industry’s policy relaxation on the resumption of inter-provincial and cross-border tourism，188bet online sports betting Placing too much expectations and enthusiasm，Think the floodgates are open，There is a huge flow of tourists，While ignoring the "normal" epidemic prevention and control of external epidemic prevention and internal prevention, the objective pressure on the revitalization of the tourism market and the psychological pressure of tourists。

The tourism industry’s market recovery and resumption of work and production should be based on people and money，To form a passenger flow higher than the revenue line，Get tangible benefits。The tourism industry’s expectations are beginning to focus on the “May Day”，Now focusing on the summer vacation，Then I thought it would be a big deal until the National Day Golden Week，The tourism market should recover。We must recognize a cold reality:Even with the liberalization of cross-provincial and cross-border tourism policies，It does not mean the emergence of a large number of profitable customers。Hubei’s official prediction of the tourism market may be applicable to various provinces，That is to say, in the second half of this year and even next year, the tourism market of each province will be based on local tourism、Mainly traveling within the province。The optimistic estimate at this time is the May Day Golden Week in 2021。

At press conference，Hubei Province’s measures to promote cultural tourism consumption are:

(1) Carry out “Hubei Travel to Hubei” and other people-benefiting tourism activities，Encourage tourist attractions to send free admission tickets to tourists。Encourage scenic spots、Travel agency、Hotels and others adopt product packaging、Introducing “preferential packages” and “gift packages” through price bundling。

The arrival of the era of local travel and intra-provincial travel，Hainan、Yunnan、Guizhou and other provinces that mainly focus on cross-provincial long-distance travel，The pressure on destination companies may have just begun，The local population of this province cannot form a huge customer source market，Market competition becomes more intense。Shandong、Henan、Sichuan、Jiangsu and other populous provinces，The pressure in the industry will be less。Travel agency、Scenic Area、Hotels and other enterprises should cover the entire province through market channels as soon as possible，Marketing strategy is productization、Channelization、County destinationization。

(2) Develop a series of short-distance tourism products for residents in the province，Encourage all localities to issue travel vouchers (cards) to citizens，Vigorously promote “Hubei people visiting Hubei”。

"Developing short-range products" mentioned in the above policy，That is, the destination product organization，To form tourism products suitable for tourism in this province，For example, it is best not to provide "Shandong pancakes" to tourists from Shandong province，Products must have county destination characteristics, etc.。

(3) Holding the Yangtze River Cultural Tourism Expo、Jingchu Rural Cultural Tourism Festival，Concentrate on pulling and eating、Stay、row、游、Purchase、Entertainment and other extended consumption。Implementing “Culture into a Scenic Area、Culture into Scenic Spots” Action Plan and the Three-Year Action Plan for Integrating Culture and Tourism to Help Rural Revitalization，Launched the “Top Ten Demonstration Brands” such as Hubei’s famous cultural tourism counties, towns and villages。

In the "2020 National Two Sessions Government Work Report" it was emphasized: "We must vigorously optimize the fiscal expenditure structure，Basic livelihood expenditures only increase rather than decrease，Expenditures in key areas must be effectively guaranteed，General expenditures must be resolutely reduced，It is strictly prohibited to build new buildings and halls，Strictly prohibit extravagance and waste。Governments at all levels must really tighten their belts，The central government must take the lead，Negative growth in expenditure arrangements at the central level，The non-urgent and non-rigid expenditures are reduced by more than 50%。"The popular understanding is，For a long time to come，Government agencies at all levels have less money，At least 50% less，A considerable part of this money was originally used for travel、Conference、Exhibition、Festivals and publicity, etc.，That is, flowing to the tourism industry，Originally relied on government meetings at all levels、Exhibition、Business trip、Hotels for festivals and events、Travel agencies must make a clear judgment，And under the influence of administrative increase，Provincial, city, county and other government agencies will have a greater proportion of reductions。Also，Except government agencies，Institutions reducing funding also include scientific research 188bet Online Sports Betting and Casino institutes、Schools and other institutions, as well as large and small state-owned enterprises, etc.。The above factors will affect OTA、Hotel、Travel agencies and other enterprises，The impact may not last until next year。

(4) Implement the paid leave system，Encourage employees to take vacations in stages、Staggered holiday，Advocate to arrange travel vacations in conjunction with legal holidays。

Recently, many provinces in China have proposed to implement a paid leave system，Providing vacation time guarantee to stimulate the tourism market。The domestic travel market in the province is dominated by family travel，Let’s not talk about the lack of rigid constraints on paid leave，In the just past "May Day" Golden Week，Middle schools of all sizes、Notices and warnings from elementary schools and even kindergartens prohibiting students from traveling have hindered most families from traveling，These "admonitions" against traveling will most likely continue into this year's summer vacation or even next year's winter vacation。To study and travel、Tourism companies whose main business is parent-child travel must have a clear understanding，The popular understanding is: may not leave the county。

(5) Encourage qualified localities, government agencies, enterprises and institutions to optimize and adjust summer work and rest arrangements in accordance with the law，Create favorable conditions for employees to travel on Friday afternoons and weekends。

Under realistic conditions，People’s overseas travel plans may have to be postponed until 2022。The industry generally believes that the frequency of local weekend trips will increase，On the other hand，The psychology of traveling under normalized epidemic prevention conditions is very fragile，Drag the whole family to the mountains in the suburbs for some fresh air，It is common to catch a cold and have a fever if you are not careful，Then how much the body temperature rises is a big deal，A hotel、Scenic Area、A few tourists with high body temperature showed up at the travel agency，This business cannot be done。Future，Tourism companies develop tourism products in this province under normalized epidemic prevention、Full preparations should be made in terms of reception and public opinion handling。

(6) Trade unions at all levels organize model workers and employees to recuperate in the province，Carry out Spring and Autumn themed tours、Summer summer vacation、Winter special tours and other activities，Use trade union membership fees to apply for cultural and tourism annual passes for employees。

From now on，Perhaps this is the beginning of the overall decline of group tourism，This is also the beginning of a comprehensive transformation of the travel agency operating model。Nowadays, most organizations constantly emphasize the need to avoid gatherings, gatherings, and collective activities，In the past, these collective activities brought great market opportunities to tourism companies。On May 27, the Shandong Provincial Sports Federation issued the "Notice on National Fitness Events under the Normalization of Epidemic Prevention and Control"，requires online concentration、Organize and carry out current national fitness events in an offline and decentralized manner，Marathons and other mass gathering sports activities will not be resumed for the time being、Related project training, etc.。Destination associated with the above factors、Tourism companies should be prepared。Future，Tourism companies should pay more attention to the individual traveler market，Including individual passenger operation models such as travel cards and annual passes，Especially the individualized operation model of travel teams。

(7) Start the construction of supporting facilities in new cultural tourism, commercial and consumption gathering areas，Encourage various places to build collective cultural and creative stores、Specialized Bookstore、Small theater、A consumer gathering place for various business types such as cultural and entertainment venues。

The foreseeable future，Whether it is a scenic spot or other cultural tourism facility，The capacity of the venue will become the Sword of Damocles，Hang on my head for a long time。You can also predict，The upper limit of carrying capacity will be gradually relaxed，From 30% to 50% and higher，However, the upper limit may not be raised to 100% by next year，This scenic spot、Travel performing arts and other ticket venues should have a clear understanding of the benefits of limited carrying capacity。One way to consider in the future is to expand the venue、Increase load capacity、Increase the distance、Add two matches, etc.，It is estimated that the scenic spot will adopt various methods，Contemplating increasing the approved carrying capacity，Hoping that a rising tide will lift all boats。Of course，The general direction is to increase tourists’ secondary consumption，Get higher unit price。The long-term impact is，Carrying capacity limits provide rigid constraints on destination market capacity，This affects the destination product organization、Marketing and even the construction of destination cultural tourism projects。

(8) Temporarily refund 80% of the tourism service quality deposit to travel agencies。

There is also a temporary refund policy for the quality deposit，It also shows that cultural and tourism management agencies provide fewer and fewer "burden reduction" policies for travel agencies。For the most difficult group in the tourism industry-travel agencies，Cultural and tourism institutions should communicate closely with travel agencies，Introduce more open source policies。The management agency should extend the period of difficult period for travel agencies to at least the May Day Golden Week next year，Fully consider the operating difficulties of travel agencies during this time，Find a way to keep your job first，Stabilize the team。

In the "2020 National Two Sessions Government Work Report"，A sentence "Leave green mountains"，Win the future”，Sober、Dignified and promising，Also reflects the expectations of the tourism industry。

The market is still there，The source of customers is still there，If you take out one province, it will be a medium-sized country with a tourist population。

Tourism resources are still there，Take out a Shandong，There are 137 county-level destinations and 1824 township-level destinations。

The talent is still there，We can promote a country，Marketing a Province，Of course you can easily shout at a county，“Bringing goods” to a township。

The confidence is still there, the mountains are still green, and we will win the future.

*Source of this article: WeChat public account "Weituo Yichu" (ID: cn12301)，Author: Yan Xiangjun，Dean of Shandong Tourism Vocational College，Original title:《《Leave Green Mountains，Winning the future—Ninety-six of Qingping’s talks in the wind》》.