April 2，The Shanghai Tourism Industry Expo—2021 Cultural Tourism Industry and Destination Investment Cooperation Seminar jointly organized by Zhihui Group and Shanghai Exhibition Center Shanghai was held at the Shanghai World Expo Exhibition and Convention Center。This seminar is themed “Renewing Destination, New Investment Opportunities”，Many leaders of cultural and tourism industry authorities、Brand founder、Travel company executives and project leaders gather together，Let’s discuss the era of increasing competition in domestic tourism，How to link destinations with new business formats，Detonating new cultural and tourism consumption。Meeting，More than a dozen leaders of cultural and tourism departments、Big names in the industry，200+ featured exhibitors，1000+ professional visitors、Buyers will gather at the venue，Working together to study destinations and new development paths for the cultural tourism industry。Liu Zhaohui, founder and chairman of Zhihui Group, attended this conference and delivered a keynote speech "China Cultural Tourism New Beginning·New Era·New Journey"。

Liu Zhaohui said，2020 is a year of great changes，Experienced severe trauma、Restart、Watch、Change、New student、Innovation、Reshape，Facing a new start and a new development situation in the future。Among them，The rise of the new middle class、Three aspects including the leadership of Generation Z and the dramatic changes in the consumption structure，Great changes have taken place in China’s cultural tourism。Generation Z pays more attention to experience，The leadership of Generation Z under the rise of the new middle class，has become a very important leading force in consumption。

Liu Zhaohui thinks，Outbound tourism in the traditional cultural and tourism industry structure、The situation of long-distance, medium- and long-distance tourism is facing great changes under the influence of the epidemic。Next 3-5 years，Reform and improve domestic tourism products、Optimization of industrial structure brings golden opportunities。Light leisure、Micro vacation、Cross-border composite products become mainstream，Self-driving、Short distance、Prioritize recovery of peripheral tourism market，And the host and guest share、Multi-level supply is inevitable in the future，Online experience、Online Marketing、Smart tourism will also usher in a new development boom。At the same time，China’s social structure is also undergoing profound changes，When the demographic dividend wanes in the 188bet Online Sports Betting and Casino future，How to improve the quality of economic development，It is necessary for changes in social structure。

He also said，There will be three emerging areas in the future，City destination first，Especially with big cities and big city clusters as the core，More and more new business formats and products will be born。The second is rural revitalization，In the future, 7 trillion will be invested in rural revitalization，Connection of primary, secondary and tertiary industries，A new rural vacation format is gradually forming。The third aspect is urban-rural interaction driven by digitalization。

Last，On suggestions for the future development of the cultural tourism industry，Liu Zhaohui gave three suggestions。One，Breaking cognitive boundaries，If you are struggling with the traditional concept of tourism，It is difficult to adapt to the development of the current era；Part 2，From product innovation、Business innovation、Efficiency innovation reshapes industrial formats；Part 3，Talent Innovation，This is a point that needs to be broken through in the future，That is, the pain points of new cultural tourism talents。

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(This article is compiled based on the speech transcript，Zhi Hui is the editor)

Dear leaders、Dear guests，Special thanks for your support。Today I would like to share with you some opportunities for China’s cultural tourism in the future。

Everyone will come back to this topic after experiencing the extraordinary year of 2020，is full of meaning，And also full of expectations for the future。In summary in 2020，These keywords can still more appropriately review the issues in the past year，Including challenges encountered。2020 can be said to be a year of great changes，Everyone feels the pain，I also feel lingering fear。2020 is finally over，Experienced severe trauma、Restart、Watch、Change、New student、Innovation、Reshape，We are facing a new start and a new development situation in the future。

China’s cultural tourism has undergone tremendous changes，There are several aspects - the rise of the new middle class、The leadership of Generation Z and the great changes in the consumption structure。China’s middle class has become a very important force，China’s wealth distribution from 60th to 95th percentile，The country with the highest population ratio is China，China will have the largest middle class group in the world in the next five years，This group is led by young consumers。

McKinsey’s 2020 report mentioned that China’s middle-income people have exceeded 300 million，Over 500 million by 2025，Covering half of China’s urban population，Total disposable income reaches 13.3 trillion yuan。The new middle class is growing rapidly，Their consumption concepts、The concept includes the requirements for products, which actually usher in structural changes。

We see in the cultural tourism industry，All traditional business formats have been greatly impacted and affected。For example，What we are facing is no longer the gradual 188bet online sports betting situation before，It is a huge structural change on the eve of a qualitative change。The leadership of Generation Z，They focus on experience，They have many concepts about feelings。Especially the recent Bubble Mart、Bilibili’s listing。What they are looking for is a lifestyle，Looking for a completely different understanding of life in this era。You can see the leadership of Generation Z under the rise of the new middle class，Generation Z is the post-90s generation、post-95、after 00，They have become a very important leading force in consumption。There are also huge changes in the consumption structure，All products are affected by these three trends。

Outbound travel in the traditional cultural and tourism industry structure、The situation of medium and long-term tourism is facing great changes under the influence of the epidemic。The consumption patterns and product forms formed in the past are all under impact，These impacts have been deeply reflected in the industry。Especially under the epidemic restrictions，Outbound travel is difficult to resume in a short time，Some people say that optimism may be until 2023，Be pessimistic until 2025。The world is still looking for solutions，But at least in the short term, it will be difficult for both outbound and inbound to recover as quickly as possible。

Since there is danger and opportunity, what is the opportunity?

Next 3-5 years，Reform and improve our domestic tourism products、Optimization of industrial structure brings golden opportunities。Past year 1.500 million people leaving the country，Tourism trade deficit reaches US$100 billion，If these people finish returning，In China, the supply of mid- to high-end tourism products exceeds the demand。Better B&Bs around Beijing、Tourism products increased by more than 3 times on average，Although Hainan Island has been severely affected by the epidemic in the past year，But after rapid adjustment, tax-free development is rapid，High-end tourism products are very popular。We see not only crises but also opportunities，Natural、Humanities、Cross-border products are the foundation，We will explore further in the future，Light leisure、Micro vacation、Cross-border composite products become mainstream，Self-driving、Short distance、Prioritize recovery of peripheral tourism market。

If tourist-oriented，Our destination will inevitably face several challenges:

What to do from Monday to Friday？What to do if it is not a holiday？The holiday system cannot support such a huge tourism market。

And our tourism product supply level、The supply structure does not match the changes in the entire lifestyle，With this change in demand, there is a huge vacancy。On the supply side，It is not enough for products to conform to new consumer trends，Especially high-quality products。Previous our visitor、Chinese people go overseas to find good supplies，On the contrary, a large number of very good domestic resources and products have been ignored。I remember when we did the Supply Chain Finance Summit last year，Shanghai citizens were found to be dark under the lights，Many people have never been to Oriental Pearl TV。Shared by host and guest、Multi-level supply is inevitable in the future，Online experience、Online Marketing、Smart tourism will also usher in a new development boom。

Great changes in China’s social structure，Especially 188bet Online Sports Betting and Casino deeply affected by the mobile Internet and the Internet。After the 5G era，We see many people in society，From the original centralization to multi-center distribution，Many organizational structures are also being restructured，Our lifestyle is also undergoing profound changes。Under the global economic landscape，Several scientific and technological revolutions have had a great impact in the past 300 years，But it influenced modern China, especially in modern times，The biggest impact is the wave of digitalization，This wave is driven by the 5G leading strategy，It will definitely bring about deeper social changes and lifestyle changes。

2019，China’s digital economy accounts for 36% of GDP，The added value of the digital industry accounts for 7% of GDP.2%，And this trend continues to strengthen。We see that China’s population structure is also changing rapidly from 1982 to 2050，In the past, when China’s per capita GDP was US$10,000，We have entered an aging society。China will have almost 300 million elderly people in the next five years，But developed countries，Like Europe and America、South Korea，Their entry into the super-aging society is 2.40,000 US dollars。We grow old before we get rich，They want to recuperate，New vacation methods are what they need，But can our product supply keep up?？China’s demographic dividend has gradually reached its peak，How to change through new development ideas in the future，In double loops, especially the inner loop, it is the main body、Under the grand strategy of mutual support of international and domestic dual cycles，Need more exploration。The most important thing in internal circulation must be the three industries，The largest proportion should be cultural tourism，Not just a combination of culture and tourism，Also includes agricultural tourism、Cultural, business, tourism and various lifestyle businesses。

Shopping malls no longer look like traditional shopping malls，has become a new consumption hotspot and consumption highland in the city。The economic miracle created by reform and opening up，The population structure has also undergone historic changes，When our demographic dividend gradually declines in the 188bet Online Sports Betting and Casino future，How to improve the quality of economic development，This is necessary for changes in social structure。

There are three emerging areas in the future。First，City destination。We often ignore the major trends in the future development of cities，Especially with big cities and big city clusters as the core。Shanghai，At the core of the Yangtze River Delta，Including three provinces, one city and 25 surrounding urban areas，The formation of a very huge urban cluster。And under this kind of cluster，More and more new business formats and products will be born，For example, Super Wenheyou、Kuanzhai Alley、Zhengjia Plaza, etc.。These experience complexes are gradually becoming more deeply related to our lifestyle。And whether these lifestyles are tourism，This concept is no longer important，But it is taking over our consumption time，188bet online sports betting Can provide the best experience and products。

Second，Rural Revitalization。Promoted by the country’s rural revitalization and related to cultural tourism，There are a lot of farmhouses、Upgrading single-business B&B to pastoral complex、B&B Cluster、New light luxury holiday camp。These are rural areas that can produce very good consumer interaction effects around big cities in the future。In the future, 7 trillion yuan will be invested in rural revitalization，Not just a simple and rough agricultural production model in the countryside，But a production、Second Industry、Connection of the three industries，A new rural vacation format is gradually forming。

Third，Urban-rural interaction driven by digitalization。How to connect these people，How to use the Internet to drive good interaction between such a huge consumer group and the countryside。What connects is the lifestyle、Common hobbies、The common attraction of good products。For example，We need diversified supplies and scene experiences，Only in this way can the siphon effect of big cities flow back to surrounding villages，After returning from surrounding villages, we will provide parent-child services in big cities、Vacation、A new lifestyle integrating daily leisure and shopping，This kind of interaction will form a new landscape of a better life。

By extension，City destination，It is difficult to use a traditional shopping mall to summarize these commercial complexes。Many people now talk about cultural, business and tourism complex，But we see that there are still many new business forms emerging，New business formats will be implanted in many places across the country，Bringing more about how to create a new way of vacation。Not just traditional business as we understand it，China’s new commercial area is about 80 million square meters every year，Experience format accounts for less than 1.4%，The United States accounts for more than 15%，Under this business format, we can see that more cities will bring about changes in new business formats。

Rural Revitalization，The model of urban and rural areas will gradually become our better way of life。The biggest difference between China and Europe is that the countryside is not the city，Our city is definitely a high-standard first-tier city，But there is still a big gap in rural areas。But how can rural areas bring greater development，Cultural tourism, including new business formats, is a very good driver，It is also a very important industrial format for future development。

Urban-rural interaction driven by digitalization，If you bring a new lifestyle through the Internet，via youth link，Reorganize、Get interactive，Become a very good product and experience。A Li Ziqi may make everyone pay attention to the countryside again、Pastoral。

Suggestions for the future development of cultural tourism industry。First，Breaking cognitive boundaries，If you are struggling with the traditional concept of tourism，It is difficult to adapt to the development of the current era。

Second，From product innovation、Business innovation、Efficiency innovation reshapes industrial formats。In the past, the starting point of tourism products was not the market、Young mainstream crowd、User，Many times it comes 188bet Online Sports Betting and Casino from institutions，And such products will definitely face huge challenges in the market in the future。

Third，Can talent innovation keep up?。This is a point that needs to be broken through in the future，Pain points for new cultural tourism talents，I have been communicating with many universities and industry experts in the past two years，The biggest problem in the development of cultural tourism now is talent，Talent no longer requires extensive tour guide training or hotel waiter training。We see that the main core major in a university revolves around tourism management、Hotel Management、Exhibition economy unfolds，But is this kind of person what modern cultural tourism needs?？What is needed is to understand the concept of modern life、Modern service system、A new operator and product builder of life aesthetics、And the creator of a better life，Such talents are lacking in the national tourism industry。How to complete，We did an exploration，There are almost no such majors in these professional fields in the existing teaching system in more than 1,000 colleges and universities across the country，This is a very sad thing。But it’s not too late，Everyone can still work hard。Including digital management、New Accommodation、Night travel economy、New catering and more，Finally gathered into New Cultural Tourism，Everyone should pay attention to the pain points of future talents。

Zhihui’s concept is to “help destination ecological innovation”，Use high-quality content as the carrier，Promote the integration of the cultural tourism industry chain，Provide professional content for the cultural tourism consumer industry、Industry Conference、Brand Marketing、Research Report、Comprehensive solutions for talent training and planning consulting。We are everyone’s waiters，I also hope to provide better services to everyone，Work with partners to bring greater help to the development of China’s cultural tourism industry，Thank you everyone。