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 70】，Cultural and tourism frontline information，In-depth analysis of the week。

188bet app

Let’s talk about the giants’ money first.

March 2，Airbnb announces the issuance of US$2 billion in convertible bonds，It said it will use part of the funds from this financing，Coupled with own cash to reduce company debt。

According to foreign media reports during the same period，Airbnb closes the commission reward mechanism for travel bloggers (users enter Airbnb B&B through the content of the travel blogger page，You will get a certain percentage of commission)，Officially starting from the end of March，We will no longer accept new travel bloggers to join us。

Airbnb did not explain the reason for ending this program。But the other side，Airbnb is recently launching a new marketing plan to recruit more hosts to join its platform。Airbnb said in a document，The company’s sales and marketing expenses will account for a higher proportion of total revenue than in the second half of the year。

Airbnb was successfully listed at the end of last year，And the stock price rises，But its financial pressure is still not small。The first financial report after listing，2020 income 33.US$7.8 billion，Down 30% compared to $4.8 billion in 2019，Net loss for the year is 45.USD 8.5 billion，Among them, the net loss in the fourth quarter of last year was 38.USD 900 million (expenses related to the IPO are one of the influencing factors)，And the same period in 2019 was a loss of 3.US$5.2 billion。

Airbnb closes commission reward mechanism for travel bloggers，Does not rule out the consideration of reducing sales and marketing expenses，Although the market is recovering，But "spring" has not yet arrived，Added debt pressure，Airbnb’s next financial pressure is still not small。Airbnb name，Estimated total booking amount in the first quarter of this year、Overnight and experience bookings will be higher than last year，But lower than Q1 2019 levels。It also said，Given the difficulty in determining the pace of vaccine rollout and the associated impact on willingness to travel，The growth trend in 2021 remains unclear。

There is a detail，Compared to Hilton、Marriott and other hotel groups’ revenue in 2020 fell by about 50% year-on-year，Airbnb has fallen by 30% and is considered a winner，The latter’s composite product composition of B&B + hotel，And the B&B’s better occupancy recovery compared to hotels，is an important influencing factor。Airbnb further recruits more hosts to join the platform，Expand the number of properties on the platform，Whether 188bet online sports betting it is coping with the recovery of the homestay market，Or improve the competitiveness of your own housing，This is all normal behavior。

Among them，China’s tourism market is still the market with the best recovery situation，Will Airbnb further expand its listings in the Chinese market?，Try to narrow the property gap with other B&B giants，will be one of the important points of attention。

Benefiting from the recovery of the domestic market and corresponding strategic adjustments，Ctrip handed over a pretty good report card in 2020。

Ctrip’s 2020 financial report released，Its GMV that year reached 395 billion yuan，Ranked first in the global online travel industry for three consecutive years，Full year net operating income is RMB 18.3 billion。In addition，The fourth quarter of 2020，Ctrip’s net operating income is 5 billion yuan，Net profit attributable to shareholders is 1 billion yuan。Gross profit margin in the fourth quarter reached 82%，A new high for 11 consecutive quarters。

In addition，Domestic short-distance and local travel have also become a key driver of Ctrip’s business recovery。The fourth quarter of 2020，Provincial hotel GMV increased by more than 20% year-on-year，Bookings for scenic spot tickets and local entertainment have nearly doubled，Excellent performance for short-haul and local travel continues into the Spring Festival holiday。

Mainly from two aspects，First, under the influence of the epidemic，City local tour、Surrounding tours/short-distance tours become mainstream，But this market is not small，Existing and pent-up tourism consumption demand，Relatively concentrated releases in this market，Become a larger consumer base；Second, Ctrip is at the destination、Existing advantages of product services and other supply chains，Plus strategy adjustment (live broadcast、Content + transaction closed loop), etc.，Under the influence，Having better acceptance and transformation into the needs under the new market pattern。

Look at the same detail，The fourth quarter of last year，Ctrip’s domestic hotel GMV maintains positive year-on-year growth，Mid- and high-star hotel bookings continue double-digit growth，Leading the industry average by 15%-20%。

This should be related to the conversion of outbound tourism return consumption, which has boosted the demand for mid-to-high-end hotels，This type of hotel plays the role of core or important business format in leisure vacation destinations，It has become more obvious，And the competition surrounding the domestic mid-to-high-end hotel market，It’s still getting worse。

The recent listing of Junting Hotel was approved for the first time，Potential to become the first A-share mid-range hotel stock，It is mainly engaged in the operation and management of mid-to-high-end select service hotel chains，Business is mainly distributed in the Yangtze River Delta area。

The domestic mid-to-high-end hotel market is still expanding，Mainly manifested in: 1、The market in first- and second-tier cities is relatively saturated (there is also growth，The increment space is different in different specific areas)，Competition in the existing market is relatively obvious，Chainization、Improved branding requirements，The brand effect of hotel groups、Operation capabilities and industrial chain advantages, etc.，There will be further blessings。In the process of survival of the fittest，Foreign hotel brands still have outstanding advantages，But domestic hotel brands are also constantly "impacting" to gain more market share；2、The sinking market of third- and fourth-tier 188bet app cities has become an incremental market，Due to economic development、Urbanization, etc.，Increase in residents’ income and consumption level，Having formed a larger mid-to-high-end hotel consumer group，Mid-to-high-end hotel brands are in the “sinking” layout，But the business expansion should be a step-by-step process。

When it comes to hotels, Vanke cannot be bypassed.

As ​​early as December，Vanke newly established hotel and resort business unit (BU)，The original ice and snow business unit merged into the new BU。At that time，The point of view of favoritism is，Vanke may have at least two considerations for this move，First, Vanke combines cultural tourism with real estate，And expand business in the future，Move to higher level；

The second is the hotel’s stock asset operation、Creation of incremental projects，It is more important in the expansion of corresponding sectors of real estate companies，This market has not peaked yet，At the same time, judging from the above-mentioned cooperation model and project types between Vanke and Banyan Tree，Hotels serve as supporting facilities for cultural and tourism complex projects such as resorts or cultural tourism real estate，The importance will increase，The hotel will become one of the destinations in the future，here，Vanke places hotels at the front of its new business unit，Maybe you have this consideration。(For more detailed analysis, please click "The new boss of "Musheng" expansion: Vanke Cultural Tourism's latest big dip")

I think it is beneficial，In Vanke’s existing and future cultural tourism layout，Traffic、Content、Synergy is the key word。

The recent strategic cooperation between Vanke and China Communications Construction Company，Also related to this layout。Both parties will follow the "resource sharing、Complementary advantages、Equality and mutual benefit、The principle of market dominance，In land development and snow vacation business、Cooperation in areas such as talent training and exchange。

For example, Vanke’s ice and snow vacation business has formed certain advantages，There is a need for exporting capabilities，It is also possible，CCCCC is a central enterprise，In Funds、Have advantages in resources and land acquisition，In addition, China Communications Construction Company is the major shareholder of Greentown China，Also cooperates with Yunnan State-owned Enterprise Yunnan City Investment to strengthen cooperation in areas such as culture, tourism and health care，The cultural tourism business segment is currently expanding。

Destination Investment Barometer

This week’s destination，We focus on three aspects: rural tourism、Cultural Tourism Investment、Cross-border travel。

First talk about rural tourism.

Following the official listing of the National Rural Revitalization Administration last week，As an important starting point for rural revitalization strategy，A new “5-year goal” has been established for rural tourism。March 1，Proposed by the National Video Conference on Promoting High-Quality Development of Rural Industries held by the Ministry of Agriculture and Rural Affairs，By 2025，Rural leisure tourism receives more than 4 billion tourists annually，Operating income exceeds 1.2 trillion yuan；More than 15 million people have returned to their hometowns to start businesses and innovate。

The meeting proposed "five essentials": First, we must focus on planning，Second, grasp the platform，Three must focus on enterprises，Four essential elements，Five important mechanisms。More specifically，That is:

All localities must 188bet online sports betting prepare the “14th Five-Year Plan” rural industry development plan；There must be a demonstration area、Advantage Representative Platform；There must be a leading enterprise，Form a driving effect；To solve the problem of land use for rural industrial development、Difficulty in getting a loan；We also need to create differentiation、Diversified benefit distribution mechanism。

Generally speaking，This is a process from macro planning to concrete implementation。

"National Rural Revitalization Strategic Plan (2018-2022)"、"Rural Revitalization Promotion Law (Draft)"、Central No. 1 Document, etc.，Programmatic document has been formed，Each region needs to formulate its own development plan according to local conditions，Form a more specific guidance policy，Combined with advantageous resources、Leading companies are here、line、Points become competitive、Has a sustained driving effect、Industrial chain operation and other development models，And it is inevitable to encounter rural land、Financial investment support and other constraints are "chronic diseases"，How to promote resolution will be a long-term process，But it’s so urgent，Especially when introducing social capital，In the “integration of government and enterprises” for future rural tourism development，The role and role played by the government，How to form more mutually beneficial linkages with market-oriented enterprises，will be an important part of testing the wisdom of the destination government，This is also closely related to the benefit distribution mechanism, especially the mutual benefit mechanism between farmers，As a core element in rural tourism，Farmers provide manpower、Land and other support，And as a group that must achieve sustained benefits，Building a sustainable mutually beneficial mechanism，Is the core link to crack the development of rural tourism。

Let’s talk about cultural tourism investment.

This week includes Yunnan、Guizhou、The investment in cultural tourism in southwest China, including Sichuan and other places, deserves attention。

March 3，Sichuan released the “report card” of investment in key cultural tourism projects in 2020。414 provincial key cultural and tourism projects under construction in 2020，Complete investment 1564.800 million yuan，Investment completion rate 112%，18 year-on-year increase.3%。These data are viewed in the context of the epidemic，The meaning is still a little different。At least two points can be seen: 1、Sichuan attaches great importance to cultural tourism investment；2、Sichuan is an important component of the southwest cultural tourism highland，Optimal by the market，Competition here will become stronger。

The bright spot for investment in Yunnan this week is Kunming.

Report on March 2 shows，Eight key projects in Kunming Yangzonghai Scenic Area have started intensively，Total investment 24 billion。Among them，Kunming Yilong Yiqiao Kanglv Town Project has a planned land area of ​​more than 7,800 acres，Including more than 2,800 acres of construction land，Including more than 2,800 acres of construction land，Estimated total investment 12 billion yuan。

Kunming Yilong Yiqiao Kanglv Town project is located in Yangzonghai，Except Dianchi Lake，The freshwater lake closest to Kunming city，This place is surrounded by mountains and rivers，Rich health and wellness resources，Suitable for creating health and tourism projects。According to the investor，This project benchmarks against internationally renowned health care towns such as Karuizawa, Japan，Build the project into 188bet app a new business card for Kunming’s “Great Health” pastoral tourism, vacation and leisure。

We mainly look at it from two aspects，One，Kunming has made the health industry one of its key development industries，As early as the beginning of last year, the "Kunming City Health Industry Development Plan (2019-2030)" was released，From the perspective of resource endowment conditions，It is normal for Kunming and even Yunnan to speed up the development of the big health industry，After all, this is the advantageous resource conditions and market、Industrial development context opens up the path of links，It will inevitably require specific projects to achieve implementation；

Part 2，Benchmarking projects such as Karuizawa，The logic lies in the corresponding consumption demand and supply of urban circles or urban agglomerations，Kunming is the provincial capital city，Own consumer customer base、The consumer market that can be radiated now and in the future is also okay，But compared to the Tokyo metropolitan area where Karuizawa is located，Many strengths are still far apart，In addition, if you want to "break the circle" out of the area，Kunming’s current tourist transit location attributes，Also a restriction。

Let’s take a look at Guizhou’s new investment moves.

Recently Guizhou proposed that during the “14th Five-Year Plan” period，More than 100 billion yuan of tourism investment will be completed every year。This amount is not very high nationwide，But it’s really not low。Guizhou as a tourism resource highland，And the differentiated resources are more prominent，has always been more valued among many provinces and cities destinations。Deferred from Investment Area Highlands、Viewed from the perspective of cultural tourism consumption upgrade，Guizhou’s tourism resources need to be further explored to leverage its differentiated advantages，At the same time, tourism supply is also needed、Industrial chain undergoes new investment and upgrade。

Combining the investment information of the above three places，A detail can be found，They are more concentrated in health care projects。The first year of the “14th Five-Year Plan”，Many places across the country have introduced new health and wellness tourism policies，Sichuan、Yunnan、Guizhou and other places have outstanding natural resources and environment，Has natural advantages suitable for the implementation of cultural tourism and wellness projects。

Finally, let’s talk about cross-border travel.

Estimated by the National Tourism Association of Peru，In 2024 to 2025，Peru’s tourism industry will begin to recover。According to the relevant person in charge，If the tourist has received two doses of the COVID-19 vaccine，Quarantine may be lifted。As understood，Affected by the epidemic，About 120,000 travel companies closed in Peru，Restaurant、Travel agency、Some staff at the small hotel are unemployed。

Recently，15 tourism companies in Thailand launched the "#SafeOpenThailand" joint signature campaign，Calling on the government to open the country from July 1st，Accept foreign tourists in a way that does not require quarantine，To receive tourists who are expected to visit Thailand in the second half of this year。

You can see several key information: 1、The epidemic has caused heavy damage to the Peruvian tourism industry，Recovery is expected to begin in 2024-2025，This information overlaps with the resumption of international tourism in 2024 mentioned in previous public reports，Use this as a reference，The recovery of international tourism is not optimistic yet；2、For Thailand, which 188bet sports betting app download relies more on inbound tourism，The "national gate" has not been opened yet，The downturn in tourism continues，Many travel companies、Practitioners can no longer bear the burden；3、Vaccination is a variable，But vaccination scope、Effect，And the policies of various countries，They are still variables。

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

Continuing the above international travel topic，The World Tourism Cities Federation recently released a report showing，It is expected that the total number of global tourist arrivals in 2021 will reach 95.4.5 billion people，YoY growth of 31.1%，Total global tourism revenue will return to 4.$50 trillion，YoY increase of 53.9%，respectively reached 77 in 2019.7% and 75.6%，Domestic tourism in each country will contribute the majority of the tourism economy。

Two important information: 1、Global tourism will further recover in 2021，Much better than 2020，But there is still a long way to go compared to 2019；2、Domestic tourism in various countries is still the mainstream，It is still not easy for countries to open their borders。

When it comes to domestic travel, China’s B&B market is a reflection of this.

Report released by China Tourism and Homestay Development Association，Supported by national policies，Rural B&Bs will develop rapidly in 2020，The number of properties is growing rapidly，At the same time, it drives the growth of the entire homestay market，The total number of domestic B&B listings exceeded 3 million units in 2020。

The impact of the epidemic on rural B&Bs is a typical coexistence of crisis and opportunity，It has also brought a heavy blow to the revenue of rural B&Bs，Some companies have withdrawn，Also a mainstream consumer in local/surrounding travel，And the superposition of urban leisure and vacation needs，Driving consumption of country B&Bs，Opportunities to bring performance recovery and market growth。

The development of science and technology，It is also a new cultural tourism industry、The driving force generated by new experiences。

Recently，An American space construction company announced，Starting in 2025，Start construction of the world’s first space hotel in low Earth orbit，The hotel will have a theme restaurant、cinema、Spa with room for up to 400 people，Optimistically it is expected to start operations in 2027。

If the project is completed and operational，I believe there will be a group of early adopters going，But what is the final operational effect，Proof of its security will be one of the keys。

The emergence and expansion of new business formats，Is an important feature of the new cultural tourism era。

Message on March 3rd，VR virtual reality entertainment social brand "Immersive World" received Series A financing at the end of 2020，The investors are Fupu Capital and Yuanhui Capital，Old shareholder Eagle Fund participated in the follow-up investment，This round of financing will be used for content research and development and store expansion。As understood，Immersive World was established in 2016，is a technology company that provides virtual reality entertainment based on VR technology，Received tens of millions of investments in July 2020。It is reported，As the operator，Immerse yourself in the world through direct sales and franchise methods，In Beijing、Shanghai、14 stores in first-tier cities such as Guangzhou，It is expected that 50-60 stores will be launched in the first half of this year。

Several core information: 1、Post-90s、These Generation Z, born in 2000, have become the main group of offline entertainment，188bet app There is a strong demand for immersive entertainment experience；2、New technologies continue to develop，5G、VR and other technologies as important means，Integration with culture，Culture + technology is giving rise to more experience formats；3、Offline stock space、Incremental scenarios have increased demand for new business formats that meet the target audience，Immersive experience projects have more market opportunities。