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。

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Quotes of cultural and tourism giants

First, let’s look at the cooperation between the two giants, OCT Group and Tencent.

Recent，Strategic cooperation between OCT Group and Tencent，Involving intelligence、New Culture and Tourism、New infrastructure、Innovative development in fields such as big data and big ecology。

More specific contents include: 1、Intelligence。Both parties will leverage the advantages of OCT’s cultural tourism scene and Tencent’s Internet advantages，Exploring smart scenarios，Realizing smart global tourism、Digital transformation such as smart cities；

2、New Culture and Tourism。Achieving creative transformation of high-quality cultural content through "Culture+"，Create rich theme scenes、Theme services and theme products, etc.；

3、Ecological interconnection。Both parties will establish an industrial alliance、Carry out capital cooperation through funds and other means。OCT and Tencent also plan to establish a joint venture、Promote cooperation by giving priority to business cooperation。

From several aspects，One，The cultural and tourism scene in OCT needs more data to open up，And improve the accuracy of products and services through intelligence，These scenarios also provide richer application scenarios for Tencent’s data，Improve the granularity of data；Part 2，OCT’s cultural tourism projects need more innovative supplies，The games included in Tencent’s new cultural creation、anime、The extension of the market value chain of content IP such as film and television also requires more development and implementation；Part 3，The transformation and upgrading of the cultural tourism industry is inseparable from digitalization，The non-standardization of cultural tourism services and the required energy efficiency improvement，The onlineization of consumer aggregation has changed the consumption paths and methods，and scene，Connection and interoperability of online and offline consumption scenarios，The expansion of online consumption circles、Background such as increased online penetration and sinking degree，And the implementation of new infrastructure, etc.，Both promote the penetration of digitalization in the cultural tourism industry。

The epidemic will actually promote cultural tourism enterprises to a certain extent、Industry has more enthusiasm in digital exploration。But at the same time, how to alleviate or even eliminate the 188bet sports betting app download severe damage to performance caused by the epidemic，It is also a longer-term process。

Among the nearly 50 listed travel companies according to Zhihui statistics，The overall performance is still dismal，Loss is still the main tone in the first three quarters。In which assets are “sold off” in exchange for survival or subsequent development space，Become one of the ways for enterprises to save themselves during the severe epidemic。

November 6，Haichang Ocean Park announcement，Haichang Tourism and Changan Trust signed a capital increase agreement。According to agreement，Chang'an Trust injects additional capital into Dalian Haichang Jiayue Real Estate1.900 million yuan。Pending changes to industrial and commercial registration，Haichang Tourism will hold 5% equity of Haichang Jiayue，Chang'an Trust will hold 95% of the shares of Haichang Jiayue。At that time，Haichang Jiayue will no longer be a subsidiary of Haichang Ocean Park。

And on September 28 this year，Haichang Jiayue with 13.Won the right to use land G-01-02 in Linwang Area, Haitang Bay, Sanya City for 3.3 billion yuan。This land will be used to develop the theme hotel and leisure resort properties supporting the Haichang Ocean Park Sanya Haichang Dream Ocean Evernight City project。

Sanya Haichang Dream Ocean Evernight City officially opened on January 20, 2019，Occupies an area of ​​approximately 23.250,000 square meters，It is a cultural tourism center、Entertainment experience、An immersive marine entertainment complex integrating innovative business。The construction of projects related to the above-mentioned land parcels will contribute to the product format of the never-sleeping city project，Promote project quality and upgrade，And further strengthen the project’s attractiveness and revenue capabilities。

Overall，Haichang Ocean Park introduces Changan Trust，Mainly to obtain financial support from the latter，Used for the company’s debt repayment and subsequent development of the above-mentioned land (to provide more follow-up support for the development of the Evernight City project)。If it is not "lack of money"，There should have been no such transfer of equity，At least not such a large stake。First half of this year，Haichang Ocean Park recorded revenue 3.25.5 billion yuan，Decreased by about 70% year-on-year；Loss attributable to shareholders 8.7.6 billion yuan，837% year-on-year expansion。Also，As of June 30 this year，Haichang Ocean Park’s current assets are approximately 35.7.5 billion yuan，Cash and bank deposit are about 26.5.9 billion yuan，Total equity is about 35.8.8 billion yuan，The total amount of interest-bearing bank and other borrowings is about 88.7.3 billion yuan。Money is still lacking。

Some companies can no longer bear it，The list of bankrupt travel companies continues to grow amid the epidemic。

November 4，Thailand Nok Air was officially ruled to enter bankruptcy and reorganization procedures、Establish a reorganization planning team。It is reported，Nok Air previously submitted a bankruptcy reorganization application to the court on July 31，Total debt reaches 26.5 billion baht。Nok Air CEO previously stated in an interview，If the court agrees to enter the bankruptcy reorganization procedure，Nok Air plans to complete the formulation of a bankruptcy reorganization plan within three months or in early February next year，And plans to complete business recovery within 5 years。

Thailand’s tourism industry relies heavily on inbound 188bet online sports betting tourism。Official data display，2019，Thailand has received a total of approximately 39.8 million foreign tourists，Brought 1.Tourism revenue of 93 trillion baht (approximately 440 billion yuan)，About 12% of Thailand’s GDP。plus indirect contributions，The proportion of tourism in Thailand’s GDP is actually higher。

Affected by the epidemic，Thailand has closed its borders since April this year，International passenger flights are prohibited from entry。The number of inbound tourists in Thailand dropped sharply，Data released by the Ministry of Tourism and Sports of Thailand，Thailand received 6.69 million inbound tourists in the first three quarters of this year，Down 77% year-on-year.3%；Tourism revenue from inbound tourists is only 332 billion baht，Reduced by 77% year-on-year。Affected by the epidemic，Thailand has predicted that GDP will shrink by 8 in 2020.5%。

Thailand is currently trying to attract inbound tourists by launching a special tourist visa and has achieved a breakthrough，But among them business、There are more people visiting relatives，There are still few real tourists，This situation will continue for a long time。

What really affects people’s travel is not just the tightness of relevant policies，It depends more on the trend of the epidemic situation and the recovery of people’s confidence in traveling。Viewed from this dimension，Thailand's inbound tourism is still more "small and small"，It is still difficult to truly restart inbound tourism in Thailand and around the world。

Destination Investment Barometer

Looking at the amount alone，The signing/investment of cultural tourism projects in destinations this week is still relatively hot，Incomplete statistics estimate the amount exceeds 200 billion yuan，Among them, Guangxi signed 42 cultural tourism projects，The total amount exceeds 100 billion yuan，The contracted project includes the big health industry、Cultural facilities、Tourism Development、Leisure vacation、Medical health care、Sports and wellness、Big health products and other projects；20 cultural tourism projects signed in Chongqing，The total contract amount reached 601.500 million yuan，Including new cultural and tourism infrastructure、Planning and construction of key scenic spots、Cultural Industrial Park and other projects。

The contracted projects include the contracted amount, although there is a high probability that not all of them will be realized in the end，But at least it shows the destination to promote the implementation of cultural tourism projects、Motivation to accelerate the development of the cultural tourism industry，And a larger space for investment in cultural tourism。Especially during the urban economic recovery after the epidemic，Investment includes investment in cultural tourism projects，It will be one of the main thrust of local search。

Let’s look at Sichuan’s data。Media reports show，Sichuan cultural tourism key projects plan to invest 156.4 billion yuan this year，In the first three quarters of this year, 108.1 billion yuan of investment in key cultural and tourism projects has been completed，Investment completion rate reaches 69%，Among them，Completed investment of 55.1 billion yuan in the third quarter，57% increase compared to the second quarter；Chengdu completed investment of 26.9 billion yuan、Nanchong 14.7 billion yuan、Leshan 9 billion yuan、Meishan 7.9 billion yuan、Dazhou 6.2 billion yuan，Ranked among the top five in the province。Judging from the annual investment completion rate，Chengdu、188bet Online Sports Betting and Casino Luzhou、Guangyuan、Neijiang、Leshan、Dazhou、Bazhong、Ya'an、Meishan、All 10 cities (prefectures) in Ganzi exceeded the schedule。

In the "Recommendations" issued by the country on November 3 to formulate the "14th Five-Year Plan" and the long-term goals for 2035，Content related to Dawen Tourism is also one of the key contents，Including the mentioned "promoting the upgrading of the life service industry to high quality and diversity，Property and other service industries、Elderly Care、nurturing children、Culture、Travel、Sports、Housekeeping、Property and other service industries，Strengthen public welfare、Basic service industry supply”。The "Recommendations" also mentioned，Promote the integrated development of culture and tourism，Build a number of world-class tourist attractions and resorts rich in cultural heritage，Create a number of national-level tourism and leisure cities and neighborhoods with distinctive cultural characteristics，Develop red tourism and rural tourism。Focus on telling Chinese stories well，Innovation promotes international communication，Strengthen foreign cultural exchanges and multi-level civilizational dialogue。

From the literal meaning，Health、Elderly Care、Culture、Travel、Sports, etc. are all important areas for the integration of culture and tourism (cross-border)，Healthy Travel、Sports tourism will have more market space。At the same time，A current situation in the domestic cultural tourism industry is that it is difficult to update and upgrade cultural tourism products to meet the needs of new cultural tourism consumers，World-class tourist attractions and resorts、Construction of national tourist cities and neighborhoods，It can be regarded as a promotion in terms of product positioning and destination positioning。Also，The particularity of red culture、The importance of rural poverty alleviation，The development of red tourism and rural tourism will have more policy support and promotion。

Ice and snow projects are naturally one of the key areas of cultural tourism investment，Indoor ski resort project construction in cultural tourism complex increased，Ice and snow project consumption expands from north to south，The Northeast region will elevate the development of the ice and snow industry to a higher level。

Early November，China·Tonghua MVR Expo Village Integrated Experimental Zone Project with a total investment of 11.5 billion yuan was launched in Liuhe County, Tonghua City, Jilin Province，Mainly construct Qinglong Mountain Mountain Ski Resort、Outdoor Youth Education Base、Plateau Snow Training Base、Shanlitun Agricultural Tourism and Tourism Industrial Park、Longxing Future Four Seasons Hot Spring Health Care 5 Projects。The Qinglongshan Ski Resort project includes 66 ski trails，The total length of the ski trails is 165 kilometers，Snow area 5.5 million square meters，It is expected to meet the requirements of top international competitions after completion。

The skiing leisure vacation needs of skiers、Teaching and training needs for ice and snow projects，And domestic and international competition requirements，This is the corresponding composition of the main business of an ice and snow project，The quality of ice and snow resources、The supply richness of ice and snow products、The chain nature of the leisure and vacation industry，And the ability to connect the expansion of education and training business with the expansion of 188bet sports betting app download user consumption，will affect the demand satisfaction ability and project competitiveness level of the corresponding segment business。

In fact, there is another blue ocean field in mountain tourism。November 3，Signing of China Mountain Tourism and Transportation Industry Town Project with a Planned Investment of 10 Billion Yuan，Planned to land in Dayi County, Chengdu, Sichuan。As planned，This project is mainly built around three contents，First, build a mountain rack train vehicle assembly base；The second is to build a tourism rack transportation supporting industrial park；The third is to build China’s mountain tourism and transportation industry town，Combined industrial tourism demonstration site，Create various experiential application scenarios and consumption scenarios，Create a unique town with unique style of mountain tourism transportation industry。

This item has multiple element attributes，The focus here is on mountain tourism。The world is rich in mountain resources，Mountain tourism has huge market space，Data is displayed，Global mountain tourism revenue reached 1 in 2019.36 trillion US dollars，And the overall trend continues to rise。And the Chinese market，will be a great potential area，Not only China’s rich mountain resources、Huge tourist consumer population，It is also because it is in the transition of social consumption upgrade、Cultural tourism consumption upgrade stage，The corresponding new customer group behind the scenes、New consumption、New requirements, etc.，Optimizing, improving and upgrading product supply for mountain tourism，Even the structural upgrade of the mountain tourism industry，Bring more opportunities，Same，There are many challenges。

At present, there are two situations in domestic mountain tourism: First, there is still a large volume of sightseeing tours；Second, the consumer demand from sightseeing to in-depth immersive experience has become increasingly obvious，This is the direction of development。(How the blue ocean market of mountain tourism will develop，For more information, please refer to the 2020 “IMTA Mountain Tourism Awards” sponsored by the International Mountain Tourism Alliance，Click "Read the original text" at the end of the article to learn more。）

Innovative cultural and tourism formats, consumption insights, new technology trends

Recent，As Singapore announces it will lift entry restrictions on visitors from mainland China，Search popularity about traveling to Singapore、Related products have experienced increases to varying degrees。Ctrip data display，October 30th to November 4th，Ctrip APP "Singapore" keyword search volume increased by 379% month-on-month。China Youth Travel Service information shows that visa product bookings increase by more than 30% every week。

The epidemic situation in Asia is relatively good，Especially China，This is also the basic condition for Singapore to lift entry restrictions on visitors from mainland China。But search popularity、Rise in related products, etc.，Does not represent tourists’ active travel，More likely to be business、Needs such as visiting relatives and education，These needs are more "suppressed" than traveling，The need for travel and entry is more urgent。At the same time，The Ministry of Culture and Tourism has clarified that inbound and outbound group tours will not be resumed for the time being，This also brings constraints to many travel agencies，The direction of the epidemic 188bet app download is still unclear、Strictly guard against input situations，Don’t dare to resume the outbound group tour business casually。

In comparison, the recovery situation of domestic tourism is indeed relatively optimistic。Refer to public information display，As an internet celebrity city，Chengdu’s homestay bookings account for more than 70% of the total bookings in Sichuan Province，The number of B&B accommodation accounts for nearly 60% of the province；Chengdu’s post-epidemic recovery has achieved remarkable results，B&B order volume、B&B income has recovered to 80% of the same period last year。Among them，The number of B&Bs increases instead of decreasing，An increase of 34% compared with the same period last year。This should benefit from surrounding tourism、Rural tourism and travel safety psychology, etc.。

Another comparison to last week，Incomplete statistics include more cultural and tourism enterprise financing information this week。At least 5 travel companies have received financing，Including Hengda Wenbo’s completion of RMB 70 million B+ round of financing；Digital marketing service provider Zhiketong completed USD 50 million in Series D financing, etc.。

Hengda Wenbo is the first Chinese company to provide navigation equipment for museums，Now it has developed into providing museum smart services、Smart Management、Smart Protection、Digital exhibition and other full business processes，Service integration provider of smart solutions。The company actively explores smart wearable technology、Application of AR/VR technology in navigation equipment，analyze big data、Artificial Intelligence Technology、Data visualization is used in the company’s independently developed software products，Developed a new generation of smart venue management platform，Collect and analyze the visitor’s visit data，Provide decision-making suggestions to managers，Thus improving service quality and reception level。

General view，Evergrande Cultural Museum must solve at least two key demands of cultural museum venues: 1、Revitalization of cultural relics，Combining specialized resources with new technologies to provide new experience products；2、More intelligent service management、Refined，Seeking audience needs and accurate supply of products corresponding to cultural and museum venues，And the possibility of market-oriented product development in the future。

Look at the digital marketing service provider "Zhiketong" that received US$50 million in Series D financing。This round of financing will be mainly used for technology iteration innovation and business expansion。As understood，"Direct Pass" was established in 2014，is a digital marketing service provider of "transactional SaaS+ service"，Mainly helps high-star hotels and scenic spots open official direct sales stores in the WeChat ecosystem，Efficient customer acquisition。

High-star hotels and scenic spots currently have several pain points: 1、Acquisition of customers is difficult and costly，It is not easy to acquire incremental customer groups；2、The sales channels and membership system are not sound enough，Insufficient private domain traffic、Incomplete direct sales channels；3、Products and services are not symmetrical enough to consumer needs，Insufficient exploration of consumer needs，Repurchase rate is not high enough，It is difficult to extend the corresponding product 188bet app and service consumption chain。

The direct marketing services focus on: 1、Optimize offline sales efficiency；2、Help customers acquire customers on new traffic platforms such as Douyin；3、Helping customers tap user value，Operated through private domain traffic，Increase repurchase rate and new user growth。

Finally, let’s take a look at the new trends in cultural tourism technology.

According to public information，“Smart Travel Hainan” APP will be officially launched for trial operation on November 20th。As understood，“Smart Travel Hainan” uses mini programs and APP applications as the main functional carriers，Committed to destination marketing，Around "Eat、live、row、游、Entertainment、Provide one-stop service for shopping and other tourism elements。The “Destination Digital Museum” created by the application covers cities and counties across the province、Scenic Area、Country Point、Topic line、Travel and cultural activities、Latest news, etc.，Let tourists use just a mobile phone to "pre-travel"、Traveling、Enjoy smart travel services throughout the journey after traveling。

This matter is nothing new，Because its product model is essentially similar to the current “one machine tour”，But what’s new about this is that this is another implementation of the “one-machine travel” platform and model in a new destination，Meaning that the smart tourism platform is expanding to more destinations。In a way，“One-machine travel” can be regarded as a private domain traffic operation for a provincial and municipal destination，Looking forward to localized tourism products、One-stop service，Provide tourists with more localized travel experience services，In order to attract visitors、Leave a guest，And more products in series、Demand mining and product supply updates bring more possibilities。