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 69】，Frontline information on culture and tourism，In-depth analysis of the week。

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February is coming to an end，U.S. stock earnings season continues，The “report cards” of the tourism industry have also been released one after another。

This week，Includes Marriott、Accor、Airbnb、Overseas tourism giants including Booking etc.，Disclosing 2020 results one after another。Behind the complicated data，Loss is still the “main theme”。Among them，Booking, the world’s largest OTA giant，Achieve revenue of US$6.8 billion in 2020，Down 55% year-on-year；Net profit dropped sharply 99% year-on-year to US$59 million；$35.4 billion in total bookings，Down 63% year-on-year。

There are several factors behind Booking’s dismal performance:

1、Relying on the accommodation business，Its main business covers hotels (accommodation)、Air tickets、Vacation、Car rental, catering, etc.。But its financial report shows，87% of Booking’s revenue in fiscal years 2018 and 2019 came from the online accommodation booking service business；

2、Booking expands into more China、India and other markets，But the current European market revenue accounts for the vast majority，Weakened its ability to hedge against crises，The severity of the epidemic in Europe has brought a considerable drag on its revenue；

3、Booking has a high level of internationalization，The impact of the global pandemic on companies with higher levels of internationalization，The impact will be relatively greater，The "eggs" in the baskets of each region are inevitable。

The entire accommodation industry is hardly optimistic in 2020.

February 26，Airbnb releases its first financial report after listing，It achieved revenue of 33% in 2020.USD 7.8 billion，Decreased by 29 year-on-year.7%；Net loss including listing expenses was 45.USD 8.5 billion，Compared to the loss of 6 in the same period of the previous year.US$7.4 billion, a year-on-year expansion of 5.8 times；AccorHotels revenue in 2020 is 1.6 billion euros，Down 60% year-on-year，Full year net loss of nearly 2 billion euros；Marriott Hotel’s 2020 full-year revenue is 105.USD 7.1 billion，Down 50% year-on-year；Net loss 2.USD 6.7 billion，The net profit in 2019 is 12.US$7.3 billion。Days ago，Many executives from Marriott International 188bet sports betting app download Hotel、Shareholders, etc.，A total of 6 net sales.610,000 shares，Executives may reduce their holdings to cash out because they are not optimistic enough about the overall market trend and the company’s subsequent development。

current，Overseas epidemics have repeated or even worsened，Many countries and places have adopted blockade measures。After many overseas tourism giants have experienced cost reduction measures such as layoffs and salary reductions in the past year，Still defeated by the epidemic trend，Business shrinkage is inevitable。Most experts from the United Nations World Tourism Organization believe that，Global tourism activity will not return to pre-pandemic levels before 2023。

Compared，The Chinese market may further become an important "battlefield" for giants to increase their investment。On the one hand，The epidemic in China is generally under control，The variables are relatively small，On the other hand，China’s leisure vacation market demand is rising，Enhanced attributes of destinations such as hotels and B&Bs，Local travel、Downloaded by peripheral tourists，Superimposed outbound travel blocked return conversion，High-end、The incremental development of leisure hotels in the Chinese market will be accelerated。such as Marriott、The further development of AccorHotels and others in the Chinese market is also expected to be an important move。The performance of the Chinese market will most likely be an important variable in 2021。

The competition among China’s local tourism brands is intensifying，New business format、New scene、New gameplay、New experiences are coming，The demand for local consumers is also more accurately grasped，Overseas giants win by accumulating market experience、Brand effect and relatively strong operation and management capabilities，But I want to get more of the pie in the Chinese market，It’s not easy either。

While overseas hotel giants are experiencing “Waterloo” in performance，The domestic hotel industry is facing the conflict between hotel operations and environmental protection supervision。

February 22，According to Zhejiang Anji County Environmental Protection Bureau，Alila Anji Hotel ceases operations due to alleged construction within drinking water protection zone；The hotel staff said，The main reason for the suspension of operations is due to the adjustment of government land planning，Possibly moved to other regions in the future。Coincidentally，The Internet celebrity hotel "Haixi", known as the "first floating hotel on the sea" in China， Being investigated on suspicion of illegal occupation of sea areas，Later was dragged away from the relevant sea area。

Part of the commonality between Alila Hotel and "Haixi" is that they are leisure and vacation products with accommodation as the core，Outstanding differentiation，At the same time, superimpose unique scenes and product experience series on the basis of accommodation，Form a comprehensive experience product with destination attributes，For example, according to public information，"Sea mat" gathers fishing、Crab fishing、Multiple experiences such as kayaking，And its exclusive butler can take users to deeply explore the local culture of Dongshan Island。

Also，Alila Hotel and "Sea Seat" are also called the traffic entrance of the location，Provide diversion effect for local tourism consumption。But the environmental 188bet Online Sports Betting and Casino protection red line is below，Product encountered difficulties in continuing operation，This actually reflects one of the main problems encountered in current tourism product innovation，Ready-to-use land、Yonghai’s compliance，It is still difficult to solve。

From another perspective，Take "sea seats" as an example，It can be regarded as providing an idea or a path for product innovation developed by domestic islands，Differentiation of island or sea area resources，and the uniqueness of the (potential) product experience that can be provided，Is the key to its different tourism product experience from land destinations，It is also the core of competitiveness。Taking the product "Hai Xi" as an opportunity，Product innovation next、Resource integration and marine environmental protection、Ecosystem maintenance, etc.，Try to find a healthy balance，Or the destination government、Tourism operators and others need to think more。

Finally, let’s take a look at OCT A’s latest moves.

February 24，According to Shenzhen Stock Exchange interactive trading news，OCT A indicates，The first domestic Super Wings IP real-life theme area jointly created by Happy Valley and Aofei Entertainment in Chongqing is expected to officially open on June 1 this year。OCT A indicates，Summary of the successful cooperation experience between Happy Valley and Aofei，In the next stage, both parties will have an in-depth discussion on future cooperation prospects，Whether it is new product development and construction or park renovation project，will bring a richer product portfolio to the market。

OCT as a domestic traditional theme park giant，His Happy Valley is considered a domestic theme park1.An important representative of 0 products，But the main focus is on power equipment experience，At present, we pay more attention to brand IP、Scene experience、Real-life entertainment and other market demands，Already showing signs of decline，Lack of well-known IP and content system that can be implemented into offline products，It is one of the obvious shortcomings of Happy Valley。

The cooperation between Happy Valley and Aofei Entertainment，Directly makes up for Happy Valley’s lack of IP，At the same time，For Aofei Entertainment，Put your own IP into Happy Valley，Also developed for its IP、The extension of the industrial chain found an offline scenario，IP content provider + offline theme park，It is one of the obvious paths for the development of current theme parks。The results of the above-mentioned theme area projects，will be an important factor in determining the continued cooperation between OCT and Aofei Entertainment。

Destination Investment Barometer

This week for destination，The big news is naturally the official listing of the National Rural Revitalization Administration，Rural revitalization has important organizational structures，The macro strategy has been directly implemented and promoted by functional departments，The following is the establishment of rural revitalization bureaus at all levels including provinces, cities and counties，The organizational system of rural revitalization will be further improved。

Add "National Rural Revitalization Strategic Plan (2018-2022)"、"Rural Revitalization Promotion Law (Draft)"、No. 1 Central Document, etc.，About the rural revitalization planning program、The law and other aspects have been continuously 188bet Online Sports Betting and Casino improved，The macro conditions are more complete，The next step is to look at the relatively microscopic exploration of representative models of rural revitalization，And in the land、Capital or Finance、Talent、How to further “break the problem” in terms of products。

Message on February 23rd，Since the issuance of the first rural revitalization special bond in August 2018，As of February 22 this year，A total of 33 rural revitalization special bonds were issued，Issuance size reaches 235.9.5 billion yuan。Among them，A total of 123 special bonds for rural revitalization were issued in 2020.2.2 billion yuan。

At least two points can be seen: First, the scale of special bond issuance for rural revitalization is relatively small；Second, the issuance of special bonds for rural revitalization in 2020 will account for a large proportion，More than half of the total，It should benefit from the "encouraged" issuance of special bonds in 2020、Increased financial support for rural revitalization and other backgrounds。

Next，The "inclined" support of rural revitalization special bonds is expected to increase，Issuance scale will increase。As one of the important starting points for rural revitalization，Can rural tourism be favored by special bonds for rural revitalization，This issue will also vary from place to place depending on the development focus of the cultural tourism industry。

Except for bond funding support，The construction of talent system has also been included in the plan。Days ago，General Office of the CPC Central Committee、The General Office of the State Council issued the "Opinions on Accelerating the Revitalization of Rural Talents"。The "Opinions" pointed out，We must strengthen the construction of rural cultural tourism and sports talent teams，Promote services for cultural tourism and sports talents to go to the countryside，Focus on old revolutionary areas、Ethnic areas、Border area tilt。The "Notice" also pointed out，We must improve culture and tourism、Radio and TV、Support policies for network audiovisual and other professional talents，Cultivate a group of rural literary and art societies、Creative Team、Cultural Volunteer、Intangible cultural heritage inheritor and rural tourism demonstrator。

Rural revitalization is divided into five major aspects，respectively for the revitalization of rural industries、Talent promotion、Cultural Revitalization、Ecological revitalization and organizational revitalization，You can watch each other separately，But it is also a long chain or a revitalization circle of various factors that influence each other (restrict or promote each other, etc.)。This is for rural tourism where talent is in short supply，is a positive sign，Industrial development + policy support brings two-way driving force。

But we also need to see，The revitalization of rural talents depends on the return of talents，It is more important to see “new” talents move from cities to rural areas，This is a long-term systematic project，How to achieve cyclical breakthroughs in industrial revitalization and talent revitalization is a key。

The first year of the “14th Five-Year Plan”，In addition to the rural revitalization strategy that is closely related to the development of the cultural tourism industry，Also includes the development of the health care industry。

Since January this year，Hainan、Yunnan、Gansu and other places have successively 188bet sports betting app download introduced new health and wellness tourism policies。Among them，Gansu Province plans to 2025，The province’s comprehensive cultural, tourism and health care income will reach more than 78 billion yuan；Yunnan Province proposes to continue to create a “healthy living destination” brand，Creating an international health and wellness tourism demonstration area，Positioning the tourism and wellness industry as a key investment project for a 100-billion-dollar industry；Hainan Province clearly builds “one center、Three Heavens、一高地"，Based on the construction of Hainan Free Trade Port，Create an internationally renowned holiday paradise、Healthy Paradise、Shopping paradise and exhibition highland，Initially established as an international tourism consumption center；The Fujian Provincial Department of Culture and Tourism has recently identified 20 provincial health tourism and leisure bases for 2020，At the same time, 14 units were recognized as provincial sports tourism and leisure bases。

There is an established influencing factor for the development of the health care, culture and tourism industry，Intensified population aging + policy support (such as the "Healthy China 2030" Planning Outline)，Another variable factor，That is, under the normalization of the epidemic，Residents’ concerns about health and elderly care、Accelerating release of demand for health and leisure such as comfortable accommodation，Bringing more opportunities to the development of cultural tourism and health care industry。Health and wellness is an important variable in the development of the cultural tourism industry，This variable is expanding rapidly，Cultural tourism and health care will be the most prominent natural resources and environment、Important competitive areas for destinations with good leisure vacation development，In particular, more cultural, tourism and health care real estate projects will be implemented。

Resource、Product、Enterprise and project mode、Industrial chain integration and building capabilities, etc.，There will be multiple factors for various places to compete for health care, culture and tourism，For example, the cultural tourism and health care real estate model promoted by real estate companies，is one of the patterns that cannot be bypassed。

Here are some details，Fujian Provincial Department of Culture and Tourism’s provincial health tourism and leisure base、Recognition of provincial sports tourism and leisure base，Someone provides a new "name" for the project involved，This is a qualification attribute identification，Product supply for related projects、Policy support will bring some benefits，It can also be regarded as providing more specific project carriers for the implementation of health tourism/sports tourism consumption。From another perspective，Under the normalization of the epidemic，Higher demand for wellness tourism/sports tourism，Combined with the existing products of the destination，To undertake new consumption points，Boost destination cultural tourism consumption，will be a direction for the development of the next destination’s “inner circulation”。

New cultural and tourism technology trends, consumption insights

Let’s first look at the financing information of a cultural tourism company.

Recently，Reportedly，GetYourGuide, a destination activity travel booking platform, announced that it has received US$80 million in revolving credit financing。188bet sports betting app download As understood，This financing was led by UniCredit Bank of Italy，Citigroup、Silicon Valley Bank、Deutsche Bank、 KfW’s technology growth financing venture capital institution followed the investment。According to company announcement，This financing is a vote of confidence in GetYourGuide，Enabling the company to make new strategic investments as tourism recovers this year。It is reported，October last year，GetYourGuide announced its acquisition of 1 through debt-for-equity swap.1.4 billion euros。

This financing is somewhat of a “help in times of need”，Travel demand has dropped sharply under the influence of the epidemic，The order volume of platforms including but not limited to GetYourGuide has been greatly affected，Cash flow challenges increase，1 above.Before receiving 1.4 billion euros，GetYourGuide announces layoffs of approximately 90 employees。

$80 million in financing helps GetYourGuide better respond to the crisis，The ability to obtain financing also lies in its competitiveness as a destination activity travel booking platform，Including integration of destination fragmented resources、The supply of niche or differentiated destination experience products, etc.。

Under the influence of the epidemic，Local travel、Neighboring tours still maintain high demand，B&B consumption is one of the manifestations。

The "2021 Homestay Consumption Trend Report" recently released by Tujia shows，More tourists reduce travel radius，Local travel、Outskirts、Peripheral travel replaces long-distance travel，Siheyuan、A single-family villa suitable for multiple occupancy、Siheyuan、Inns and other B&Bs have become a new trend in tourism consumption。Report Display，Skiing、Hot spring healing、Theme parks have also become the most popular B&B search topics during the Spring Festival this year，Parent-child、Family people have become the main consumer group，Whether it is disinfected on time、Free parking，Is there a viewing terrace，Can I do laundry, cook, bring cute pets in, etc.，Becomes the main factor affecting users’ orders。

In Shanghai，Choose to book a single-family villa、Loft duplex、Siheyuan、Inns and other homestays suitable for multi-family accommodation account for more than 20% of bookings。Report Display，During the Spring Festival，Sanya’s B&B orders accounted for more than 60% of the total B&B orders in Hainan Province；Spurred by many factors such as tax exemption policy and Valentine’s Day，High-quality B&Bs near various duty-free shops are more popular，The total transaction volume of B&Bs around duty-free shops accounted for more than 12% of the province’s total volume。

Based on the above information, it can be roughly seen: 1、A safe and secure environment is a key indicator that affects consumer psychology；2、Regions with higher spending power such as Shanghai、Rich tourism resources include areas with unique resources such as Sanya，They are two representative characteristic areas in terms of market consumption；3、Tourism consumption except core accommodation，Comprehensive and diverse experience is also one of the main needs，B&B serves as a population diversion or core attraction、Superimposed multi-experience products，Becoming a key component of the operating model, etc.。