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

Someone enters the venue，Someone enters the venue，Around Caesar、The deal between Tuniu and JD.com’s three giants is officially settled。

Recent，Hopeful Tourism Limited, a subsidiary of Caesars Group, and JD Investment HK, a subsidiary of JD.com, JD Investment BVI completes Tuniu 78,061,Delivery of 780 Class A common shares (including 12 directly held,436,780 shares of Tuniu Class A ordinary shares and 65 indirectly held,625,000 shares of Tuniu Class A common stock)。After completion of this delivery，Caesar’s total shareholding ratio in Tuniu reaches 21.1%，Became the second largest shareholder of Tuniu，And Hopeful Tourism Limited can appoint a director to Tuniu’s board of directors。

The impact of the epidemic has exacerbated the difficulties of Tuniu, which has poor performance，once on the verge of delisting，Although currently saved，But its long-term loss situation has not substantially improved yet。Its unaudited third quarter performance report shows，During the reporting period，23.5 billion yuan.23.5 billion yuan，Decreased by 85 year-on-year.5%，Monthly increase of 263.11%；Net loss is 6205.60,000 yuan，Net loss in the same period last year 1262.10,000 yuan。First three quarters of this year，Tuniu has accumulated losses exceeding 400 million yuan。Another better information is，Tuniu’s operating cash flow turned positive in the third quarter，GMV increased by over 200% month-on-month。

Although the overall domestic epidemic situation remains good，But the trend of foreign epidemics is still unpredictable，The opening and recovery of outbound tourism is still full of uncertainty，This means that it will take a long time for Tuniu’s business to recover。

Now Caesar becomes the second largest shareholder，Whether it will bring more possibilities to Tuniu？

And behind this transaction，There are more capital connections。Before “exiting” all Tuniu，JD.com invests in Caesars 188bet Online Sports Betting and Casino Travel, a listed company under Caesars Group，At the same time, the flagship store of Caesar Travel sub-brand has entered the JD platform；At the same time，As of the end of 2019，HNA Tourism Group is the largest shareholder of Tuniu；Caesar Travel third quarter report display，HNA Tourism Group is its second largest shareholder。

See the advantages of each party，We do not rule out the possibility of collaboration and complementation between all parties in the future，The key lies in two parts: resources、Offline and online (channels、Passenger flow)。One of Tuniu’s advantages is reflected in its rich channel resources and user data assets；Hainan Airlines has a richer network of airlines、Travel、Resources such as catering and hotels；Caesar’s accumulated upstream resources and offline influence (stores) are advantages，And JD.com’s online platform、Users and big data can help。

But also see，Although there are many complementary logics and feasibility，But how effective is the final integration?，Still to be seen。

Opportunity in crisis，It is the immutable law of the market。This is confirmed by Airbnb。

Under the impact of the epidemic，Airbnb suffered a heavy blow，The demand for its housing occupancy basically dropped to zero，Facing $1 billion in order refunds，Disadvantages of Airbnb’s profit model by charging fees from both landlords and tenants，Exposed。This is why its founder Chesky once said that this is the "darkest moment"，Its valuation also fell for a time，From the peak of US$30 billion before the epidemic，Falled to around $18 billion。

However, there is news recently，Informed sources say Airbnb will disclose a higher-than-expected IPO valuation range during its road show this week。As understood，Airbnb targets a valuation between $30 billion and $33 billion，Higher than previously expected $30 billion。The factors behind this include，Under the influence of the epidemic，Demand for rural tourism continues to rise，And more people avoid hotels，Choose a house for vacation or long-term living。As the epidemic situation further stabilizes in the future，and normalization，Airbnb’s homestay resource supply，The value has been increased in response to market demand。

Of course，The market space of hotels will not shrink as a result，The key lies in how to meet market demand。Existing cultural tourism consumption trends，And the changes in demand caused by the epidemic，Deserves attention，Some capital has taken a fancy to its market opportunities。

Recent，Bidawu Group announced that it has received tens of millions of dollars in Series A financing，Led by Dice Capital，Zhen Fund and old shareholders make follow-up investments。As understood，Bidawu Group focuses on the research and development and creation of high-quality lifestyle brands，Bringing commercial value and returns to commercial spaces through multiple types of life IP operation solutions。The business segment covers the pan-tourism and cultural industries，Its core businesses are Pattaya Hotels and Pattaya Entertainment。

It is reported，The hotel brand of Patekwood Group includes Germany’s “Ruby Hotels” with more than 20 project reserves，“Barceló Hotels in Spain&Resorts Barcelo Hotel&Resort” has more than 50 reserve projects in the country，“Occidental Hotels by Barceló Occidental Hotel” has more than 80 projects in reserve，And Patek House's own brand "Mora Hotels"。

In these descriptions，The core content is: focus on the development and creation of high-quality lifestyle brands，Bringing commercial value and returns to commercial spaces through multiple types of life IP operation solutions。

It can be roughly viewed from two aspects: on the one hand，Start from the earlier statement “travel is a way of life”，“Lifestyle” has become more immersed in people’s various needs，Space scene、Products and services pay more attention to experience、IP-based、Theming，To meet people’s new consumption needs；On the other hand，The stock of hotels and commercial spaces is huge，The demand for further upgrading and transformation is also strong，plus increasing increments，They all need to be operational、Further improvements in content optimization and upgrading，Improve floor efficiency、Business value，This is Patek House’s opportunity，It is also an important aspect that is favored by capital。

Destination Investment Barometer

Incomplete statistics on benefits，Destination signing this week、Investment、The total estimated budget for cultural tourism projects to be constructed exceeds 140 billion yuan，Covering Foshan, Guangdong、Dazhou, Sichuan、Yantai, Shandong、Ningbo, Zhejiang、Gansu、Qingdao、Jiangxi、Guangxi and other regions，Involving campsite、Commercial complex、Aviation Tourism Town、Cultural Tourism Technology Town、Big health industry project、Hot Spring Resort、Cultural Tourism Eco-City, etc.。

We choose two projects and one area to focus on analysis.

The first project is Fante “Bear Infested Town”。Recent，Fantawild’s “Bear Infested Town” with a total investment of more than 3.2 billion yuan has started construction in Hangzhou Bay New District, Ningbo。Public information display，Fantawild’s “Bear Infested Town” project relies on the national-level animation IP “Bear Infested”，Total planned investment 32.600 million yuan，Planned area is about 403 acres，Construction includes Carnival Food City、Anime Camp、Illusionary Play Area、Extracurricular study camp、Bear Haunted Hotel、Supported parking lot, etc.，Building a parent-child education commercial tourism system，The project is expected to be completed in 2023。It is reported，The completion and opening of Fantawild Oriental Painting，Driving the annual passenger flow of the new district to exceed 6 million，Tourism revenue reaches 1.3 billion yuan。Start of new project，will help the new district accelerate its move towards "Orlando of the East"。

Orlando is famous for Disney’s cluster of theme parks，is a theme park tourist city。The Hangzhou Bay New Area also hopes to use the "Fante Beautiful China Trilogy" and the bear-infested theme town，Compose Ningbo Fantawild Theme Park Cluster。

One of the functions of theme park clusters is to form a synergistic and mutually reinforcing effect through different types of theme parks，At the same time, a clustered large IP is formed，Improve brand effect，Attracting customer flow and forming a sustained customer flow、Passenger flow mutual guidance、Improve competitiveness by extending passenger flow and consumption。Ningbo is located in the Yangtze River Delta，Shanghai and even the entire Yangtze River Delta market is the basis of passenger flow。And public data shows，Ningbo Fantawild Oriental Painting since its opening in 2016，Received more than 16 million tourists。But，The larger passenger flow of this project does not necessarily mean the above three trilogy、Bear-infested towns can create a passenger flow superposition effect，In addition to the obvious differences in the bear-infested town (the audience and fan base of this IP is also relatively limited，Relatively younger，In terms of passenger flow mutual guidance and coordination with other projects，There may also be challenges)，Differentiation between trilogy projects、How complementary，Still to be seen。

Look at the second project，The Konka Guxianli Cultural Tourism Science and Technology Town Project has recently started，The project is located in Yantai Development Zone, Shandong、Yantai Free Trade Zone，Invested by Konka Group113.800 million yuan construction，Committed to creating integrated cultural tourism、Business Services、Life Services、"Products such as administrative offices and high-end residences"、Text、Businessman、Home、City" a five-in-one characteristic town。It is reported，The project will be constructed in three phases，The main body is planned to be completed by the end of 2021，Full delivery in 2023。

Konka Group is mainly known to the outside world for the production and operation of televisions and other electrical appliances，In fact, its business layout is extensive，Real estate is one of the important sectors。And the above-mentioned cultural tourism technology towns，It is considered a cultural tourism real estate project，The general logic is essentially the same as the existing cultural tourism real estate projects on the market，Explore local cultural resources to create cultural tourism products，Place commercial projects at the same time、Residential projects, etc.，Form a cultural and tourism complex with real estate as one of its cores。

Also in Shandong，Qingdao has made a big move recently，It has signed 26 key cultural tourism projects，Total investment 70 billion yuan，At the same time，Qingdao also cooperates with China Tourism Group、10 companies including China Kanghui Tourism Group reached a consensus on cooperation，Jointly released the "Qingdao Consensus on Urban Cultural Tourism Marketing Promotion Cooperation"。Cultural tourism project investment + destination marketing，The “two wheels” of destination cultural tourism development。

The New Year is approaching，Many provinces and cities 188bet Online Sports Betting and Casino have launched cultural tourism projects to attract investment。Judging from the existing information，Although the epidemic has had a greater impact，But this year’s cultural tourism project signing、Investment and construction, etc.，The real estate market environment is not good。Investment to promote economic development、The real estate market environment is not good、Under the background of the development trend of cultural tourism consumption/cultural tourism industry，Cultural tourism project signing、The enthusiasm for investment is pretty good。

To promote the recovery of cultural tourism industry as soon as possible，And adapt to new trends after the epidemic，Ministry of Culture and Tourism、National Development and Reform Commission and other 10 departments，Recently jointly released the "Opinions on Deepening "Internet + Tourism" to Promote High-Quality Development of the Tourism Industry"。The "Opinions" pointed out，By 2022，The “Internet + Tourism” development mechanism is more complete；Built a number of smart tourist attractions、Resort、Villages and cities；The total number of tourist receptions and tourism consumption nationwide have returned to pre-COVID-19 levels。The "Opinions" also pointed out，All state-owned tourist attractions should provide online reservation services before the end of 2021。Accelerate the improvement of the national all-region tourism demonstration area、National 5A tourist attraction、5G network coverage level in various key tourist areas such as national tourist resorts。Also clear，Guide Cloud Travel、Yun Performing Arts、Cloud Entertainment、Cloud Live Broadcast、The development of new business formats such as cloud exhibitions，Cultivation of a new model of “online experience + consumption”。

This opinion is helpful to Wisdom Cultural Tourism、The development of digital cultural tourism is a policy dividend，will further promote intelligence、Digitalization in scenic spots、Penetration of destination, etc.、Popular application，Thus promoting the digital development of the cultural tourism industry，It will naturally attract more giants such as Tencent、Ali、Further competition from Internet companies such as Meituan。

But we must also see，Scenic Area、Smart destination、Digitalization is certainly a trend，The inevitability of digitalization in the cultural tourism industry and the conceivability of market space，But regulations such as “All state-owned tourist attractions should provide online reservation services before the end of 2021”，In fact, some similar time limits for ticket price reductions in state-owned scenic spots are the same，Is it universal?？

Cultural tourism consumption insights

This week’s cultural tourism consumption insights focus on the upcoming 2021。

One person leads a fire and a destination，In short video、The new marketing era built by Weibo and others，More possibilities are available。This week，“Sweet Wild Boy” Ding Zhen brings his Litang area to a hot stage，Public information display，Litang’s popularity surged 620% in a week，4 times more than National Day，Except 188bet Online Sports Betting and Casino for tourists from Sichuan Province，Guangdong、Shandong、Yunnan、Jiangsu、Beijing、Chongqing、Hunan、Henan tourists search for Litang。Litang may become a dark horse destination for New Year’s Day travel。

Travel includes at least two behaviors: one is when travel needs are present，Because of a person、One thing is waiting to be touched，“Spur of the moment” behavior，Many tourists became famous after Ding Zhen became famous，Choose to travel to Litang，Can be regarded as this kind；The other is to miss a certain place in your heart，A trip that has been planned for a long time。

If these two behaviors are cross-analysed，You can find Litang after Ding Zhen brought the fire，How to accept and convert the traffic brought by "impulsive" tourists，Or continue to "plant grass" in the hearts of tourists，Wait until a certain day to "pull the weeds"，Both require sustainability of content in destination marketing、Effectiveness maintains a certain ability，Also in travel products、The ability to maintain optimization and upgrades in services and other aspects。

The upcoming New Year’s Day and Spring Festival，It will be an important time to test Litang’s ability to undertake the transformation of traffic brought by Dingzhen，It is also a critical period to evaluate the recovery trend of domestic tourism。

Recent，At the meeting of relevant national departments，Deputy Director of the Flight Standards Department of the Civil Aviation Administration of China said，Preliminary prediction of New Year’s Day、Spring Festival Holiday，Civil aviation passenger traffic will be close to the same period before the epidemic，And focus on domestic transportation。estimated，Passenger flow remains strong during Spring Festival travel，It is expected to reach the pre-holiday peak from February 5th to 10th，Reaching post-holiday peak from February 17th to 20th。In addition，A second peak return trip may occur after the Lantern Festival。

If "New Year's Day、Spring Festival Holiday，Civil aviation passenger traffic will be close to the same period before the epidemic，And focus on domestic transportation” prediction，It was later confirmed as fact，This may illustrate the effectiveness of epidemic prevention and control，And the further recovery of people’s travel psychology under the normalization of the epidemic，This will bring more opportunities for further recovery of the cultural tourism industry next year。