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

This week’s cultural and tourism giants，We mainly focus on one word: change。Focus on two aspects: changes in market segments、Old-established companies looking for changes。

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Let’s talk about the market changes first.

At Disney、Universal Studios, outside the two international giants of theme parks，In fact, there is a similar company with great potential，Sony Pictures。

Recently，Sony Pictures announced that the world's first theme water park "Columbia Movie Water World" will be located in Thailand。The park contains eight immersive movie-themed areas，Can meet the needs of tourists of all ages，Aims to create a world-class Hollywood blockbuster movie themed scenic spot。

The park is developed by Sony Pictures Entertainment and Amazon Falls，14 acres，Selected in the seaside town of Bansaray, Pattaya, Thailand，It is expected to be opened in phases in October 2021，And trial operation in 2022。It is reported，Future Colombian movie Waterworld will be with top-notch accommodations、Technology、Retail and restaurant partners forge new relationships，Create more comprehensive entertainment destinations。

It can be roughly found from the above information，This project will most likely still be within the content IP licensing scope of Sony Pictures，The possibility of participating in project investment by yourself is not high。Sony’s many movie IPs (such as Hotel Transylvania、Jedi Men, etc.，Better known as Spider-Man，However, due to the constraints of the agreement, more specific authorizations cannot be made at present) This is its advantage，Accumulated a large fan audience around the world，This will lengthen the IP industry chain，Provides a foundation for seeking long-term benefits。

Sony’s current layout of theme parks is mainly IP licensing cooperation，Such as Dubai Theme Park Resort and Dubai Movie Park、Hyde Park, Germany。IP licensing is basically a "profit-making" business，Although offline theme park projects have more room for revenue，But its investment creates funds、Operational requirements、Return period, etc.，This makes this offline business quite difficult，Although Disney、Universal Studios Jewelry First，But it also cost a lot of money and effort。

Of course Disney、Universal Studios in IP development、The development and growth of long chains such as theme park construction and operation and the huge returns and future space it brings，Also gives Sony more ideas，For example, public information mentions that it has a long-term plan for 10 to 20 years，Including attempts to build indoor entertainment centers and theme tours based on existing TV and movie IP，The above-mentioned Thai project "Columbia Movie Water World" park project is also part of the plan。

Back to the project itself，It is considered to be part of the construction of Thailand’s Eastern Economic Corridor，This economic corridor aims to build a regional platform for Thailand’s industrial upgrading，To promote the adjustment of Thailand’s entire industrial structure，Promote social and economic 188bet app development。Moreover，The Pattaya area where the project is located，Is the core area of ​​Thailand’s tourism industry，There are already many theme park projects，Its construction is to seek to strengthen the product supply system，And drive the positive cycle of the system through new projects of larger scale and deeper level。

But the potential problem is，New projects bring more intense market competition，In addition to the IP implanted by Sony Pictures and the mainly constructed riding facilities and other dynamic entertainment experiences，There are hidden concerns about sustainable competitiveness。By extension，Sony has actually considered arranging amusement park projects in the Chinese market earlier (it should also be an asset-light model)，But it has not been implemented yet。In terms of IP strength，It is not as good as Disney and Universal Studios，The two important areas of Shanghai and Beijing have been occupied，Plus I won’t re-vote，Its development in the Chinese market is more likely to be in major second-tier cities，But it’s hard to say how competitive it is，It also means that Sony will have more IP to implement into theme park projects，On the other hand, what is its disruptive effect on the international theme park market，It also depends on its business including investment strategies。

Another company that may bring about market changes is Carnival Cruise Line。

Carnival cruise data display，Its net loss in the first quarter of 2021 was US$2 billion，And is resuming cruise travel in phases，However, all U.S. port operations are tentatively extended to June 30，Puts considerable constraints on its recovery。Carnival Cruise Line’s consideration is，If permission is not obtained again to sail from the United States，May withdraw its fleet from U.S. ports。This can be regarded as a struggle between the cruise company (industry) and the disease control department。

The epidemic situation is still uncertain，Cross-border travel is still difficult to resume，The shadow of the epidemic superimposed on the cruise ship，Full resumption of international cruise travel，The overall recovery of cross-border travel will lag behind。Carnival Cruise Line’s Dilemmas and Considerations，Indicates that it is difficult for the cruise company to continue to lose money，Seeking resumption of flights and recovery as soon as possible is related to the direction of destiny。Different countries and regions have different epidemic prevention and control policies，The impact on cruise companies making different choices，This will at least have a certain impact on the regional market structure。

Let’s talk about traditional enterprises looking for changes.

Let’s talk about CYTS first.

China Youth Travel Service recently acquired Dalian Botao Culture Technology Co., Ltd. through the National Stock Transfer System 9.32% equity，Become the third largest shareholder of Botao Culture，And intends to further cooperate with Botao Culture in all aspects in the future。

Botao Culture is one of the representative enterprises of “culture + technology” in the industry，This field is still in the process of market expansion，In a situation that requires constant filling，One of the core of cultural tourism technology products is the mining of cultural resources，and creativity、Effective combination of technology，This is a comprehensive test，But the prospect lies in the direct product increase it brings to the cultural tourism market，It also provides a direct project starting point for the update and upgrade of existing scenic spot projects。

Corresponding to investment in CYTS，There are several considerations: First, enhance one’s own capabilities in cultural tourism elements，The output of cultural and tourism technology products and capabilities brings more possibilities；The second is to continue to adjust and improve the structure of the existing traditional business segments，In new content、Seeking to build competitiveness in new fields and other aspects，For example, cultural tourism technology products、Theme Park Project；The third is to deal with existing existing businesses such as scenic spots, etc.，Integrate and open up resources、Product updates, etc.，This also provides a new scenario for Botao Culture’s business expansion。

Let’s talk about Songcheng’s acting.

Recent，Songcheng 188bet app download performing arts information display，Each of its scenic spots basically has parent-child play areas and haunted houses suitable for young people, etc.，There are also performances such as "WA！Dinosaur" and other parent-child dramas。It is reported，In the future, there will be more rich content suitable for tourists of all ages to experience。

Some key information: parent-child entertainment、Young people、All ages。

The performing arts projects of Songcheng Performing Arts and the scenic spots they constitute，On the whole, it also favors the needs of middle-aged and elderly customers，In a parent-child family、Young customer group，Not attractive enough，These two types of customer groups are forming increasingly obvious consumption power and consumption volume。Songcheng Performing Arts seeks to change the structure of project formats，To improve the customer group structure，It’s normal logic，It is also inevitable，But the adjustment and update of small business formats in such large projects，In fact, it is still difficult to form a pre-consumption attraction，It’s more about acting to attract some parent-child customers、The role of young customers in overall consumption in the project，Bringing new parents and children、Young incremental customer group，The effect has yet to be evaluated

New moves by established cultural and tourism giants、New request，Part of the situation in the new cultural tourism market is also reflected in this。

Destination Investment Barometer

Incomplete statistics，This week’s destination cultural tourism project signing/investment budget estimate is approximately 62.3 billion yuan，Involved project types include cultural tourism complex、Kanglv Town、Agricultural health and cultural tourism、Scenic Area Development、Rural Construction、Hotels, etc.，Covered area includes Huangshan、Changde, Hunan、Wenzhou, Zhejiang、Ningxia、Wuhan, Hubei、Suzhou, Jiangsu and Shantou, Guangdong, etc.。

Let’s focus on one of the projects，Shantou Nanshan Bay Cultural Tourism Complex Project，Planned investment of 20 billion yuan，The two main parties involved are Haojiang District, Shantou City, Guangdong、Poly Yuedong Investment Development Co., Ltd.，The planned area is about 90 hectares，Constructed in three phases，The planned construction area of ​​the first phase is about 700,000 square meters，Building a star hotel、Gourmet Business、Marine sports、Pastoral complex and other projects，Planned to start construction in the second half of this year。Poly will rely on the tourism resources of Haojiang District，Developing the sea、Onshore cultural tourism activities，Supporting star hotel、Business、High-end communities, etc.，Also drive local villagers to develop homestays、Catering、Specialty sales，Accelerate the modernization of agriculture and rural areas，Build the project into an influential large-scale cultural tourism complex project and rural revitalization demonstration site in eastern Guangdong。

Involving two angles，The first is the currently common cultural and tourism complex model，Shantou Nanwan District has a certain resource base，Including Guang’ao Hong Kong Area、The economic and industrial foundation of Shantou Comprehensive Bonded Zone；Dugang Railway、Shantou-Shantou High-speed Railway、Shenzhen-Shantou Expressway、Shantou-Zhan Expressway and the Bay Bridge running through the north and south districts、Queshi Bridge、Bay Tunnel、Traffic conditions constructed by Ushidayo Channel etc.，And Chaoshan culture, etc.。

Cultural tourism activities on the road、Special maritime tourism projects，Forming the cultural tourism core of the project，Among star-rated hotels、B&B is the core of accommodation，The former is one of the standard facilities of large-scale cultural and tourism complexes，Or pay attention to differentiated supply，Business brings more vitality，Prolong consumption，is one of the project elements，High-end communities are the core of real estate projects，“Selling a house” is still key。In the layout of Poly, one of the current leading real estate companies，Cultural tourism real estate is increasing its investment。

This project is a typical regional cultural tourism project，One of the important points is to achieve product 188bet online sports betting updates at the destination，For example, Haojiang District is still mainly focused on tourism，Change to leisure vacation，Investment and construction of large-scale cultural tourism projects，Can’t get around。

The second is rural revitalization, which is currently a hot topic。Attributes of large-scale cultural tourism projects in urban suburbs，means its role as a link in urban-rural interaction，Subject urban consumption + partial rural consumption，Rural resource development such as B&B、Catering、Specialties, etc.，It has also become a differentiated component of the complex project，Supply matching based on consumer demand，Bringing about the integrated development of primary, secondary and tertiary industries，This provides opportunities for rural revitalization。

The Shantou Nanshan Bay Cultural Tourism Complex Project is actually one of the projects included in the "Guangdong Province Key Construction Project Plan for 2021" announced by the Guangdong Provincial Development and Reform Commission。

The "Plan" is displayed，A total of 1,395 cultural tourism construction projects in Guangdong Province in 2021，Total investment reaches 7.28 trillion yuan，59 of which are key cultural and tourism construction projects，Total investment exceeds 414.5 billion yuan。"Plan" display，Among them, 8 tens of billions of projects have a total investment of nearly 255.4 billion yuan，Accounting for 61% of the total investment in all projects.6%。Among them，The top 4 total investment scales are all coastal cultural tourism projects，The total investment in 4 projects reaches 190 billion yuan，Accounts for 45% of the total investment in all cultural tourism projects in the "Plan".8%；The investment in these 4 "super large" coastal cultural tourism projects accounts for 74% of all tens of billions of projects.4%。

The average investment in 8 tens of billions projects exceeds 30 billion，The average investment in 4 of the coastal cultural tourism projects exceeds 45 billion yuan，That is, large-scale coastal cultural tourism projects have become the focus of new investment in Guangdong cultural tourism。Why？

Destination cultural tourism product updates、Upgrading of cultural tourism industry，It is inseparable from the investment and construction of specific new cultural tourism projects，Some leading projects are also needed to bring strong driving effects，As one of the core signs of the destination，Branding the destination、Provides a direct carrier to attract traffic and promote consumption。The investment and construction of large-scale coastal cultural tourism projects，It is also natural to focus on the richness of coastal resources and potential development space、Current situation and prospects of coastal tourism、The destination’s industry and transportation conditions, etc.。corresponds to Guangdong，It has abundant coastal tourism resources that need to be developed and upgraded，Coastal tourism is on the rise，Coastal tourism not only enhances and develops the tourism population of the project destination，It also provides the possibility for the differentiated development of the superior resources of Guangdong’s cultural tourism industry。

The destination must strengthen its own strength，Also pay attention to collaboration with other destinations，Make a big plate。

April 8，The first cultural tourism card in the three provinces of Hunan, Hubei and Jiangxi，More than 300 first batch of franchised companies，Valid within one year，Card holders can enter the franchised scenic spots for unlimited free，Enjoy the hotel at the same time、B&B、Discounts provided by catering and other franchised merchants。The goal is to drive 600 million yuan in tourism consumption in 2021。

This matter involves several dimensions:

1、There is an existing trend in traveling around the city，Plus the impact of the epidemic，Consumer demand is rising，The demand plate for this expansion，How to undertake conversion？Seeking more resources for cooperation in neighboring regions、Customer flow mutual guidance，It is a means，One card is the direct way，Trying to drive traffic to multiple destinations during the holidays，Encrypted customer flow consumption；It is more important during non-holidays，If the all-in-one card can promote relatively high-frequency consumption of peripheral travel in many places，is of greater significance；

2、Under the influence of the epidemic，Destination drives local、188bet Online Sports Betting and Casino The surrounding tourism consumption is more active，Also more needed，It’s normal for everyone to use certain resources to fight for each other；

3、The effectiveness of the all-in-one card depends on at least two aspects，First, the richness of integrated resources，Including the number of similar resources such as scenic spots，Also includes different business resources such as scenic spots、Theme parks, etc.，A differentiated combination of resources is key to driving more frequent passenger flow；The second is the convenience of tourism consumption services。

4、Based on the current information，Scenic spots are still the focus of resources in the all-in-one card，Free admission to scenic spots lowers the consumption threshold，It will have a stimulating effect on some price-sensitive customer groups，But for scenic spots，If you absolutely rely on tickets，This move means more operational burden，Increase passenger flow without increasing revenue and profit，When the government is calculating the entire destination’s food, accommodation, travel, shopping and entertainment expenses，We must also consider the concerns or problems of these scenic spots，How to make the one-card "resources + passenger flow + consumption" form an incremental cycle with each other，Still a challenge。

Let’s pay attention to the reports and policies of relevant departments，Try to see some important information pointing to。

The State Council recently released the white paper "China's Practice of Human Poverty Reduction"，It mentioned the booming tourism industry，Promote the development of poor areas，For example, the protection and inheritance of excellent culture in poor areas，It not only promotes the poor people to increase their income and become rich，Also continues the context、Keeping the nostalgia。It is said in the column "Renovation of dilapidated rural houses"，With national characteristics、Poverty-stricken areas with local characteristics retain traditional architectural styles to the greatest extent when renovating dilapidated rural houses，Create a number of tourist villages、Cultural Village，Increase income and become rich。

From the reporting level and the above content，The development effect of rural tourism has been affirmed，This will also contribute to the further development of rural tourism in the future，Including the introduction of relevant policy support packages，It will have a certain boosting effect。And similar dilapidated houses in rural areas are transformed into accommodation products (countryside B&B、Heritage Hotel, etc.)，Building a tourist village、Cultural Village，It is also an affirmation of this development model，This means that there is a possibility that similar models will be copied and used more in the future (of course, differentiation must also be emphasized)。A pointer to this type of report，In fact, it can be considered as the high-level department’s response to the corresponding products、Evaluation of modes, etc.，And reference for further ideas and paths。

Predictably，Based on the adjustment and optimization of rural industrial structure based on rural tourism，Mining、Protect and inherit history and culture，It plays an important role in promoting farmers’ transfer of employment and increasing income，Economy、Culture、Significant social benefits，Rural tourism will play an increasingly important role in rural revitalization。

Recently，Notice issued by the Ministry of Agriculture and Rural Affairs，Decided to launch the construction of key counties for national leisure agriculture。Build 300 in the region by 2025、Well-known throughout the country and even the world、Influential national key county for leisure agriculture，Form a batch of institutional innovations、Policy Integrated Creation、Resource element activation、A blessed land for leisure agriculture entrepreneurship that closely connects farmers with farmers、Industrial Highland、Ecological green space、Leisure travel check-in place。

Leisure agriculture can be regarded as another key format of the rural tourism industry，There will be more emphasis or emphasis on the linkage between the primary and tertiary industries and even the primary, secondary and tertiary industries，The logic is not complicated，But what deserves more attention is，Construction 188bet online sports betting of key counties for leisure agriculture，What benefits will it bring？For example, policy breakthroughs for tourism-related agricultural and rural land use、Fund or other financial policy support，And exploration of innovative models of leisure agriculture。

Finally, read the "National "Internet + Tourism" Development Report (2021)" released by the Ministry of Culture and Tourism，This report shows，The proportion of scenic spots nationwide receiving reservation tourists during the Spring Festival is as high as 60%，Normally it reaches 40% to 50%，Total online travel consumption has reached trillions。Report states，“Internet+” has become a new scene for mass tourism、New momentum of smart tourism，The digital era of the Internet of Everything will accelerate the ecological integration and business innovation of the tourism industry，Bringing more possibilities and opportunities to smart tourism management and marketing。As understood，Next step，Ministry of Culture and Tourism、The National Development and Reform Commission will work with relevant departments，Division of work according to responsibilities，Strengthen tracking analysis and coordination guidance，Collaboratively deepen “Internet + Tourism”，Accelerate the development of smart tourism。

The epidemic has promoted online reservations for scenic spots and other places，Promoted the onlineization of the cultural tourism industry、Digital，Intelligence in cultural tourism projects、The penetration of destinations is increasing，These potential or obvious trends，It is also promoting changes in the cultural tourism industry，Including online consumption not limited to customer groups，How to form better consumption acceptance conversion；New marketing of cultural tourism projects、What kind of new “people and goods market” will be created by product supply，And digitalization’s new supply of cultural tourism products、In-depth changes in the new supply of destination products。Online、Digitalization changes more than just consumption paths，It will also change the thinking of cultural tourism operations、path。

Innovative cultural and tourism formats, consumption insights

Let’s look at the companies that have received financing first.

Recently，Daolu announced the completion of hundreds of millions of yuan in Series B financing，The lead investor in this round is Alibaba，Original institutional investors followed the investment。This is Daolu’s follow-up to Shenzhen Venture Capital in 2018、Another round of financing after Guolong Capital。As understood，Daolu has taken a leading position in the global hotel resources and distribution side，After the completion of this round of financing，Daolu will continue to operate independently。The funds raised will be used for future-oriented layout，Accelerate the digitalization process of the global tourism supply chain，Overweight the company’s global investment。

Supply chain digitalization is the core word mentioned，The core is to transform the traditional "chain" supply chain into a "mesh"，Enhance the speed of upstream and downstream interconnection and the interactive synergy effect，Improve chain operation efficiency。

In the digital supply chain，Big data、Internet of Things、Comprehensive application of digital technology, etc.，Let data be used more effectively，Provides more effective control for core supply chain enterprises，Better adapt to changes in market demand and respond promptly and effectively。

This week’s cultural and tourism consumption insights focus on the tourism data of the Qingming Festival that just passed。

Ctrip spring travel data display，Hotel，The popularity of "hotel vacation" during Qingming Festival continues。Order volume increased by more than 20% compared to 2019，It also increased nearly 4 times compared with the same period in March。The advantages of high-star hotels are even more significant，Compared to an increase of approximately 35% in 2019。

Among them，Family-themed resort hotels have once again become a favorite among consumers。

In addition，Hotel orders for surrounding travel also increased by more than 40% compared to 2019。The top 10 popular hotel cities are: Shanghai、Beijing、Guangzhou、Hangzhou、Chengdu、Nanjing、Chongqing、Shenzhen、Xi’an、Suzhou。

Compare Tongcheng’188bet app s Qingming travel data，Also mentioned，Accommodation requirements，Reservations for leisure hotels that are close to scenic spots and resort-oriented in the suburbs have become new growth points，90% increase compared to Qingming Festival in 2019；Increase in bookings for parent-child and couple-themed hotels，Increased 73% and 58% respectively。

In addition，Tongcheng data display，Domestic hotel consumption in 2021 will far exceed that before the epidemic。During the Qingming Festival，The number of hotel room nights on Tongcheng Travel Platform increased by 90% year-on-year during the Qingming Festival in 2019。The popular cities for hotel consumption are mainly concentrated in: Shenzhen、Chengdu、Guangzhou、Chongqing、Shanghai、Beijing、Xi’an、Dongguan、Hangzhou、Changsha, etc.。

These 10 cities are the same as Ctrip’s 10 cities mentioned above，High list overlap。These cities are generally cities with prominent local and peripheral tourism consumption。

Qingming travel report released by Lvmama Travel Network，The proportion of surrounding tourists exceeds 70%。Judging from the crowd，Visitors aged 24 to 40 account for more than 60%。Shanghai、Hangzhou、Suzhou、Guangzhou、Beijing、Wuxi、Shenzhen、Chengdu、Wuhan、Ten Cities in Chongqing，Residents are the most enthusiastic about traveling。

There will be a lot of contributions from the return and conversion of outbound tourism.

Tongcheng data also mentioned，Compared to before the epidemic，The demand for hotels in non-first-tier cities is growing the fastest。The number of hotel room nights in second-tier and below cities increased by 108% compared with the same period in 2019 - the growth rate is higher than that in first-tier cities。The popular cities for hotel consumption in non-first-tier cities are mainly concentrated in Kunming、Guiyang、Nanning、Nanchang、Jinan、Huizhou、Ningbo、Xiamen、Lanzhou、Fuzhou, etc.。

To this，One of our understandings can be，The "destination-like" attribute of hotels is increasing，In addition to meeting the accommodation needs of a (different degree) leisure vacation attribute，Taking accommodation products as the core，Overlay surrounding tourism resources，Form a micro vacation destination。