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

188bet app

Life is getting better for the world’s largest OTA，But it’s still not easy。Booking’s first quarter 2021 financial report shows，The net loss attributable to ordinary shareholders of the parent company in the first quarter was US$55 million，Net loss compared to the same period last year 6.US$9.9 billion，Seems to be much better，But its total bookings are US$11.9 billion，Down 4% year-on-year，At the same time，Its revenue is 11.US$4.1 billion，Down 50 year-on-year.13%。In addition，Booking’s total travel bookings in 2020 were US$35.4 billion，Reduced 63% compared to 2019。

that is，Booking’s business is recovering somewhat in the first quarter of this year，The loss was less than last year (also due to a large reduction in marketing expenses、Related to internal reduction of labor costs, etc.)，But revenue fell sharply year-on-year，On the one hand，In the early first quarter of last year, the global epidemic had not yet completely broken out，Booking’s revenue is okay；On the other hand，Global cross-border travel is far from recovering，Only small-scale areas have recovered relatively well，It means that Booking’s business will recover better，There are still many difficulties。

Booking has a high level of internationalization，Income mainly relies on commission income from the agency model，At the same time, it relies on the accommodation business，The entire business relies on offline consumption，Making it suffer heavy losses during the epidemic，Restricts the subsequent recovery progress。

International cruise companies have a similar situation.

Norwegian Cruise Line’s first quarter report shows，The company’s first quarter revenue was $3.1 million，USD 1.2 billion in the same period last year；Net loss of $1.4 billion，USD 1.9 billion in the same period last year。As of March 31, 2021，Company’s advance ticket sales reach $1.3 billion。

Same revenue is low，But the loss was less，However, considering the loss in the first quarter of last year, there was an impairment of US$1.6 billion，The losses will be even worse in the first quarter of this year。Norwegian cruise estimate，Net losses will continue to be recorded in the second quarter of 2021，Average monthly cash consumption 1.USD 900 million，Same month on month。

This reveals that the recovery of cruise tourism is relatively small，The recovery trend in the second quarter is still not optimistic enough。

Resumption of global cruise tourism，Restricted by several main factors: 1、The global epidemic situation is still uncertain，The vaccine has not yet brought about fundamental changes in stabilizing 188bet app The overall situation，The overall situation will be better，But it will take longer；2、Different countries have different levels of restrictions on the resumption of cruise tourism，Cruise ships are currently bound by different policies；3、Tourists’ confidence in cruise travel is further recovering，But there is still a long way to go before the epidemic，And it is difficult for consumer psychology to completely return to before the epidemic。

Having talked about outbound travel, let’s turn our attention back to China.

Recent，Shanghai Songcheng Performing Arts Kingdom·Expo Grand Stage Project Officially Opened，Premiere of the play "Shanghai Eternal Love"，This project is jointly created by Songcheng Performing Arts and Shanghai World Expo Group，Total investment 8.300 million yuan，Land area 18039 square meters，Building area 41,200 square meters。

The importance of Shanghai Songcheng project to Songcheng performing arts is self-evident，Besides performing arts in scenic spots，A key step in developing urban performing arts。One of the characteristics of this project is the diversification of experience items，Except indoor theater，And Jungle Theater、Electronic Plaza and other outdoor theaters，And Shanghai Style Street、Haunted House、Night Paris bars and other entertainment and leisure venues，Considered to be personally satisfying、couple、Family、Consumption needs of many different groups such as group tourists，At the same time, its consumer prices are also diversified，Provide more flexible options。

can be seen，Shanghai Songcheng combines urban performing arts、Dual attributes of tourism and performing arts，The main customer group is also urban (Shanghai and surrounding cities) and tourist groups，Diversified consumption mix、Both high frequency and low consumption，The boundaries between off-peak and peak seasons are blurred，This is quite different from the scenic area performances in Songcheng，At the same time, Shanghai Performing Arts also has the attribute of generating its own traffic，But it will still rely heavily on the existing passenger flow of the Shanghai World Expo，This is similar to the dependence of those ancient performing arts on the tourist flow in scenic spots。

About the significance of Songcheng in Shanghai，How to see？This is certainly a breakthrough for Songcheng’s acting，This is certainly a breakthrough for Songcheng’s acting。

Active，It shows that the performing arts in Songcheng no longer want to focus only on the expansion of tourist performing arts in scenic spots，In business、Hope to add new breakthrough points in terms of products and revenue，Go to the city and enter a new realm，There will be risks，But still choose to land，Bringing new space for the development of performing arts in Songcheng，Especially advance to Shanghai first，Nature has a lot to do with the particularity of the city of Shanghai，It can be said that Shanghai is the first choice for performing arts in the city，It is difficult to find a more representative city。

So it should also be mentioned that the overall size of Shanghai Songcheng is not large，If successful in Shanghai，Shanghai Songcheng in other first-tier cities、Off-site replication is also possible in new first-tier cities，But how likely it is is actually a question mark，The particularity of Shanghai has formed a barrier for future replication，Think about the off-site replication of those eternal love projects in Songcheng Performing Arts，You will understand one or two。

Helpless，Let’s talk about the asset-heavy and asset-light output situations of Songcheng Qianguqing Project，The ceiling for its project expansion has become increasingly obvious，Behind the scenes are Qianguqing’s own shortcomings、Requirements for selected area，As well as multiple 188bet app constraints such as competition for new performing arts projects，Songcheng performing arts need to find a new area、New field，After all, its performance growth rate in the past five years has been slowing down。

Destination Investment Barometer

Incomplete statistics，This week’s destination cultural tourism project signing/investment budget estimate is approximately 12.6 billion yuan，Involved project types include tourism and cultural complex、Cultural Tourism Art Town, etc.，Covered area includes Luoyang, Henan、Qingdao, Shandong, etc.。

But I won’t talk about the specific investment this time，We filter out several key events in the destination to focus on analysis。

First, Yunnan Province from May 1, 2019，Promote “30-day no-reason returns” for tourists’ purchases throughout the province，As of the end of April this year，A total of 17,494 successful returns for tourists，Refund amount reaches 1.2.2 billion yuan。

The main indicators behind Yunnan Province’s tourism return data include:

1、Problems or chronic diseases of low-priced group tours，Including but not limited to forced shopping issues，Price fraud、Monopoly operation、False propaganda、Compulsory consumption and other market chaos，This chaos involves travel agencies (ground travel agencies)、The interest chain of sightseeing tours (low-price tours) composed of scenic spots and shops。The main customer group for low-price travel is price-sensitive groups，Forced shopping、Price fraud will cause more consumer problems，At the same time, shopping is a key part of travel，Price or consumption issues are things that directly touch the sensitive nerves of consumers。

The intensification of these problems or contradictions，Seriously affecting the brand reputation of Yunnan tourism market，Especially in the diversification of channels and paths for public opinion dissemination、Under the context of weakening barriers，The impact of negative events is amplified；

For three consecutive years, Yunnan’s tourism complaint rate ranked first in the country，This affects not only the development of local tourism，To the entire destination、Image of the government，The market environment also has direct or indirect impacts，Yunnan’s tourism industry must be “under the knife” for rectification，This is one of the backgrounds for the introduction of the most stringent regulation and tourism revolution in its history；

2、Outstanding tourism resource endowment、A huge group of people who are price sensitive or have lower travel needs，This is true at the level of self-consistency between supply and demand，This is true at the level of self-consistency between supply and demand，There are also many local travel agencies、Lack of ability to supply specialized products、Homogeneous competition also has a lot to do with it，Low-price travel has become one of its dependence paths for survival，And become one of the default paths for some tourist-oriented municipal destinations to seek rapid results in tourism development，These have increased the seriousness and difficulty of solving low-price games and the multiple problems behind them。

Tourism is one of the pillar industries in Yunnan，Changes in market demand (such as increased demand for leisure vacations, etc.)，Enables it to have more market space for upgrading and development，In addition, there are some long-standing problems that must be solved，Improving the return mechanism has become an entry point，Why do you say that？The core of low-price travel is compulsory shopping，Return Channel、Improvement of the mechanism，In some aspects, it provides a possibility for compulsory shopping，And the possibility of government departments tracing back to the source of shopping to carry out 188bet Online Sports Betting and Casino more rectifications，Saving the truth can help solve complaints and reputation issues caused by low-price travel，Rectify the source to promote rectification of low-price games。

But the reality that must be seen is，Low-price tour、Destination transformation cannot happen overnight，Very difficult，Yunnan still has a long way to go。

The second thing about Hainan tax exemption，First, during the May Day holiday, Hainan’s outlying islands attracted nearly 1 billion yuan in tax-free income，12 shopping trips.10,000 people，Number of items purchased 134.50,000 pieces，A year-on-year increase of 248% respectively、141% and 229%。The second is at the first China International Consumer Goods Expo，Mentioned in the "Hainan Free Trade Port Tourism Retail Market White Paper" released，Hainan Free Trade Port is expected to become the world’s largest tourism duty-free retail market within two years，The reference base for comparison is the Korean tourism duty-free retail market in 2019 before the epidemic (USD 21.3 billion，The best result for the world’s largest)。

Although Hainan tax exemption has been said a lot，But there is still value to be said，Watch both events together，May Day data shows further release of domestic duty-free shopping demand、Further recovery of long-term travel。

About Hainan is expected to become the world’s largest tourism duty-free retail market within two years，Outbound travel is frozen and will be difficult to fully recover in the next few years，The overall benefits to Hainan’s tourism industry outweigh the disadvantages (the number of inbound tourists in Hainan itself is not very large，Take 2019 data as an example，Hainan received a total of 83.14 million domestic and foreign tourists throughout the year，Among them nearly 1.42 million inbound tourists。Because Hainan’s leisure and vacation products are not outstanding，The advantages are not obvious compared with those islands in Southeast Asia)，The loss of inbound tourists is offset by the return conversion of outbound tourism，The latter’s size and potential consumption are relatively more impressive，The tax exemption policy has become a direct driving factor。

Well-known foreign duty-free markets such as South Korea have been hit hard by the epidemic，It will take some time to recover，One waxes and wanes, the other waxes and wanes，Hainan has a window period，Expected to be at least one of them in the next 2 years，Outbound travel consumption returns、Conversion of domestic consumer groups，Added the expansion of Hainan Duty Free Enterprises、Improved supply of duty-free products、Preferential policies further expanded，Similar to the above-mentioned expos for international duty-free products and enterprises、Pull by consumers, etc.，And changes in the supply of Hainan tourism products such as medical tourism、More leisure and vacation products appear (such as more leisure and vacation projects being launched, etc.)，etc.，These will become the factors that promote Hainan’s duty-free market to become the world’s largest (China Duty Free Group has become the world’s largest duty-free group，This is a proof，This is also the logic of one thing and another.，The original boss Dufresne Group was affected by cross-border tourism，Business volume has dropped a lot)，Of course，Can I become the boss，Also look at the implementation level and effects of these factors，The degree of mutual influence。

Extended view，Can Hainan become the world’s largest duty-free market in two years，This is also the potential space for us to observe the return consumption of outbound tourism、An important dimension of whether Hainan’s tourism market can be upgraded accordingly。

The third thing，It is the box office revenue of domestic tourism and performing arts during 188bet sports betting app download the May Day holiday 3.600 million yuan，More than 80 performances，Nearly 30 music festivals were held across the country on May Day，More than 80 performances，Cover popular、Rock、Rap and other genres，Covering parents and children、Experience、Casual and other modes。

The recovery of tourism performing arts during May Day，Exhibits the relaxation of restrictions on people-gathering tourism consumption、Restore，The fundamentals for further recovery of the domestic tourism market are relatively stable。

In many performing arts，This year’s May Day music festival performed more prominently，From a destination perspective，“Music festival + tourism” is becoming the choice of more destinations，The reasons are not limited to: 1、Fan economic attributes of music festivals、The on-site experience of the music festival attracts young people to gather and consume，Make it a drainage entrance，The large number of people + long chain consumption (music festival + catering、Sightseeing and Shopping、Hotel accommodation, etc.)，Be valued；2、Music festivals are also fragmented and long-term，The former is mainly to cooperate with some marketing、Consumption, etc.，irregular、Non-fixed event，Or maybe you want to operate it for a long time and form a localized music festival IP or brand，Create a similar festival IP，Form a differentiated cultural tourism product，Continuous traffic flow，Be part of the destination’s new branding，And form a new industry chain of music + tourism。

Variables in the combination of music festivals and destinations: digital technology、VR/AR technology，and anime、Second dimension、Integration of national style and other elements，Making the music festival an immersive experience、New possibilities in theme culture and other aspects，Music festival products are becoming more diversified，Corresponding to the new needs of young customers、Transformation of new fan economy, etc.。This also means that the destination is exploring local culture，And then combine with the music festival，Formation of differentiated music festival activities or festival IP，More possibilities，How to find new opportunities in homogeneous music festivals，This is a path。

Also，The income of the music festival itself is still relatively limited，It’s not easy to make the plate bigger，It is difficult to achieve a substantial breakthrough in the box office + sponsorship revenue model，So music festivals play more of a role in attracting traffic to destinations、Marketing、Branding and other roles，Form a more complete music tourism consumption chain around the music festival to create more consumption conversions，Very critical，But for now，Catering、Consumption such as sightseeing and shopping is still considered a relatively low-level consumption structure。

For example, around the music festival，Encourage consumers to arrive at the destination first through the marketing of travel experience activities related to the music festival before the music festival starts (before traveling)，Some consumption first，Continue to promote consumption during the music festival (in line)，Through some tourism experience projects after the music festival，Retain consumers for consumption。(You still have to think about how to do it)

The fourth thing is the resumption of May Day tourism in Macau.

Public data display，The total number of tourists visiting Macao during May Day reached 16.70,000 people，The average hotel occupancy rate exceeds 80%，Up to 83.2%。Among tourists visiting Macao，Mainland tourists accounted for 15.60,000 people，On average, 3 tourists enter Macau during holidays.30,000 people，Significant increase of 158 compared with this year’s Spring 188bet Online Sports Betting and Casino Festival Golden Week.2%，Increased by 25 compared with April.4%。

Some aspects of Macau tourism can be regarded as outbound tourism aspects，Macau tourist volume data during the May Day period shows that short-distance outbound travel is recovering，This is a signal that cross-border tourism is slowly recovering。

It can be seen from the above data，Visitors for May Day in Macau are mainly from the mainland，This is related to the domestic epidemic situation，Plus relaxation of travel restrictions。

Compare the tourism data of Macau on May Day in 2019，The average number of tourists on May Day this year has returned to 21 in the same period in 2019.1%，The average hotel occupancy rate has been updated to 96 for the same period in 2019.6%。

Overall view，Macao is gradually resuming as a short-distance outbound tourism，But the recovery process still seems relatively long，This can also be regarded as a microcosm of the recovery of global cross-border tourism，First, tourism interconnection between close cross-border destinations is restored，Expand regional coverage，At the same time, the overall recovered signal is still relatively weak，The uncertainty is still large，Including 32% of the world’s tourist destinations are still closed to international tourists，The implementation of “vaccine passport” is slow，Mutual recognition of vaccines among countries still needs time to formulate policies and implement them，All are important influencing factors。

Cultural tourism consumption insights

The main thing is to pay attention to the May Day consumption that just passed.

Ctrip May Day data mentioned，The total order volume of the platform on May Day increased by approximately 270% year-on-year，Compared to the same period in 2019, the increase was more than 30%。Among them，Beijing、Shanghai、Guangzhou、Hangzhou、Chengdu、Xi’an、Nanjing、Chongqing、Wuhan、Changsha is shortlisted as one of the top ten popular tourist cities during the “May Day” Golden Week。Travel group aspects，"Post-90s" accounted for 37% of this year's "May Day" travel crowd，Become the absolute main traveler；"Post-80s" ranked second，Accounting for 27%。Data display，In Ctrip’s “May Day” hotel order，High-star hotels account for nearly 40%，The trend of quality leisure travel is obvious 。

Tongcheng May Day data display，"May Day" period，Domestic scenic spots、Accommodation、All types of tourism consumption including transportation have achieved substantial growth，Grand transportation (including air tickets、train ticket、Travel and ferry tickets) service attendance increased by 133% year-on-year，The number of hotel room nights booked increased by 218% year-on-year，Platform scenic spot ticket bookings increased by 441% year-on-year。

Comprehensive data above，Approximately found: 1、Long-term travel recovered to a great extent during the May Day holiday，The release effect of concentrated consumption during the five-day mini-long holiday is also more obvious；2、The mainstream trend of young customers is also more obvious，bring about differentiation、The demand for personalized and quality tourism consumption is increasing and even breaking out；3、Consumption demand for hotels, especially high-star hotels, is rising，Hotel's "leisure vacation destination" attribute、The demand for quality tourism experience and other phenomena are more obvious，The return conversion of outbound tourism also provides a certain catalytic effect。

These phenomena also mean that the domestic tourism market has experienced the impact of the epidemic，The dual structures of supply and demand are changing，This is information that destinations and tourism companies need to pay close attention to。

Looking at the entire 188bet online sports betting country’s data，May Day is still a period of sudden increase in tourist arrivals、The situation of tourism income not keeping up，Volume and price did not rise at the same time，This shows that the overall recovery situation of long-term tourism is still far away from 2019，At the same time, people’s spending power、Consumption intention has also changed，In addition, the destination’s tourism product structure has not fully caught up with new consumer demands, etc.，Multiple factors affect tourism revenue。