Place in overall consumption upgrade、Changes in the cultural tourism industry、Under the background of the impact of the epidemic，Where to go next as a city destination？

Recent，Shanghai released the "Shanghai Plan for Deepening the Construction of a World-famous Tourism City during the "14th Five-Year Plan" Period" (hereinafter referred to as the "Plan")，This can be considered as setting some plans for the development path of Shanghai as a destination in the next five years。In "Planning"，Shanghai demonstrated its existing practices and conditions for building a world-famous tourist city，Also pointed out the current shortcomings，And the challenges to be faced in the future，More ideas for the next development、Planned the methods etc.。

From the economy、Population、Comprehensive assessment in regional and other dimensions，Shanghai is one of the absolute highlands of the domestic cultural tourism market，Add the Yangtze River Delta where it is located，It is also one of the highlands in the cultural tourism area，Have certain market leadership，This makes Shanghai’s strategy、How to do it, etc.，has certain reference and analysis value。

The content of "Plan" is more than 10,000 words，Wide coverage，We select part of the plan，Try to moderately analyze the disassembly from the following dimensions:

1、Why urban renewal is so popular？Urban renewal and urban cultural tourism consumption、What are the similarities between the cultural and tourism industries？

2、How urban renewal realizes urban cultural tourism space、Scene and product recreation？

3、Under the influence of the epidemic，The return and transformation of outbound tourism consumption brings about changes in the domestic tourism market，Applies to city destinations，What kind of performance will there be？

4、Multiple backgrounds，How to view the new trend of urban destinations？Lifestyle attributes of tourism，How to behave in urban consumption，How to influence the direction of the destination？

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There are two core contents in the above-mentioned "Plan"，First, what did Shanghai do，The second is what Shanghai will do next。

What did Shanghai do?

"Planning": Strengthening the city's overall tourism function。city and travel in one、City Tour，City Tour、Casual、Balanced improvement of vacation functions......Taking the urban style belt along the Huangpu River、Tourist Attraction、Tourist District、A global tourism pattern supported by country parks and rural tourism has basically taken shape。

 Comprehensive empowerment of a better life in the city。Host and guest sharing、Convenience and benefiting the people，Planning "urban micro-travel" route，Cultivation of “architecturally readable” products，1037 buildings 188bet Online Sports Betting and Casino open to the public，And set up explanation QR codes for 2437 buildings，Launched 327 architectural readable cultural and creative products and 87 architectural micro-travel routes，105 cultural and tourism night venues open，In conjunction with urban micro-updates, we launch 50 “good places at your doorstep”。

What will Shanghai do?

"Plan": Launching Shanghai Tourism Brand，Adapt with high quality supply、Leading、Create new demand，Deeply explore the city’s tourism resources and cultural connotations，Optimizing the landscape system integrating city and tourism、Experience space for a better life、Product system for the integrated development of tourism, culture and business、Travel and leisure services shared by host and guest，Area with outstanding historical and cultural features、Historic Building、Park green space、Landscape River，Create an urban tourism landscape system with internationally attractive “must visit”, “must see” and “must buy” tourism consumption scenarios and global charm，High-end consumption、Digital consumption、External consumption、The scale efficiency of shopping and entertainment consumption has been significantly improved。

 Create a Shanghai-style cultural tourism cluster marked by “readable architecture”。Combining city landmark buildings、Excellent historical buildings and other resources，Comprehensively start the digital transformation of "buildings can be read"。Combined with city micro-update，Create a "walkable neighborhood" micro-travel product，Develop Shanghai-style cultural tourism IP with the charm of an international metropolis，The formation of Shanghai-style cultural tourism routes such as "The Source of Shanghai-style Culture", "Charming Restoration·Old Look and New Look", "Into the Bund Architecture" and Suzhou River Industrial Relics。Rich immersion、Interactive experience and other new exhibition methods，Exploring historical and cultural celebrity resources，Revitalize Shanghai-style cultural heritage and deepen tourism content innovation。

Provide more high-quality “good places at your doorstep”。Taking community as the axis，Integrate peripheral production、Life、Ecological resources，Highlight “micro-tourism”、Slow Life” theme，Building a “15-minute tourist circle” in the city。Empowered City System Update，Embedded urban leisure、Block rest and other tourist functions，Formation of urban micro-travel product systems such as "block +" and "building +"。Relying on the business district、Public cultural facilities，Implant tourism cultural experience products，Create a pleasant trip for citizens、Yile、Yigou、Yixue City Business and Travel Integration Complex。

There are many keywords in this: city and tourism integration、Host and guest sharing、City Micro Travel、Architecture can be read、Architecture can be read、A great place at your doorstep、Slow life、15-minute travel circle、Chinese Business Travel......

These keywords have at least two major directions:

一、As income and consumption levels increase，The localization attribute or trend of urban residents’ cultural and tourism consumption is more obvious，Demand and overall consumption volume are rising，The 188bet app combination of local high frequency + off-site low frequency is more intuitive (especially excluding the few major holidays，Under the background that the paid leave system is still difficult to finalize，will increase local high-frequency consumption)，The off-site model of cultural tourism may be relatively weakened。When travel becomes a way of life，Meaning the region of consumption、Scene、Space、Product，And the obtained experience requirements, etc.，There have been different changes，One of the manifestations is，Urban residents’ local leisure, entertainment and other cultural and tourism consumption，Integrated into daily life，For example, city business district、The entertainment and leisure components of museums and other cultural and art venues have gradually become “increasing”。

At the same time，Many previous and current urban cultural and tourism complex projects have been launched，That is, a direct update representative of the local residents’ cultural tourism consumption product system，Judging from the newly opened cultural tourism projects that Zhihui has visited recently，Providing new consumption entrances for local residents is one of the main logics，And whether the continuous and intensive consumption of local residents can be achieved，is the key to the success or failure of these projects，This is also a local government boosting consumption、Activate regional socio-economic vitality、Demands such as increasing regional value，The key to whether it can be realized。

二、New needs，New supply must keep up，Urban renewal has become one of the important paths。

According to existing experience，After the overall urbanization rate reaches 60%，The overall speed of urbanization will slow down，Entering a slow growth period or a plateau period。Our country currently has more than 63%，Shanghai reached 88% last year，Means Shanghai’s incremental era of large-scale expansion，Transition to the stock era focusing on urban renewal，The changing trend of urban space production，will also be obvious。

Among them，Disposal of existing old buildings，The original order of "removal-modification-retention" was gradually changed to "retention-revision-removal"，Offline physical buildings in reality、Update of scene space, etc.，Combined with the reshaping and reappearance of humanistic values，Constitutes a new product of urban cultural tourism、New experience。

Take “creating a Shanghai-style cultural tourism cluster marked by ‘readable architecture’” in the above-mentioned “Plan” as an example，From a humanistic perspective，The appearance of the building、Spatial structure and condensed history and culture，Make it an immediate cultural entity，Experiencing with modern people、Emotion、Cultural needs link，Has great humanistic value。The scene composed by local people and these buildings，It will bring two kinds of experiences to foreign tourists: the existing old production of the building、Life scene display；A new ecological scene formed by local people and buildings。

Renovation and update of urban stock building space，It is no longer the original simple land renewal value to realize higher realization，What’s more important is that the value of the 188bet app new space built by “old space + new content” will increase，From the perspective of spatial capitalization，This is divided into two situations: 1、Large-scale space transformation，Resulting in a high degree of spatial capital，The “money smell” is heavy，But the social nature of space、Low humanistic quality，Capital value is much higher than humanistic value；2、Small-scale renovation，Outstanding social value、Humanistic value attributes，Focus on publicity and interaction with local residents、Share，Of course, this also has the effect of amplifying the value of the existing space。

The latter is one of the integration points between urban cultural tourism consumption and urban renewal，There will be renewal and creation of the city’s iconic existing building spaces，Includes scaled spatial updates，Becoming another representative consumption area in the city；There will also be scattered building space updates，Scattered in every corner of the city。

The "14th Five-Year Plan" Public Cultural Service System Construction Plan recently issued by the Ministry of Culture and Tourism also mentioned，Promote the inclusion of community cultural facilities in urban renewal plans，Encourage social forces to participate，Combined with old communities、Old factory area、Renovation of urban villages and other areas，Innovate and create a number of new public cultural spaces with distinctive characteristics and humanistic qualities。

These spaces will form one of the main parts of the city’s “15-minute tourist circle”。

Extended view，For local residents，With the residence as the center or axis，The entire city forms a huge new experience space，will also form a similar "short distance、Different consumption radii of medium and long-distance”。

Construction of large regional cultural tourism market

In the above-mentioned "Plan", there are several core contents:

What did Shanghai do?

"Plan": Implement the "Yangtze River Economic Belt Tourism Industry Cooperation Declaration"，Collaborate to carry out tourism promotion activities，Promote Yangtze River cruise tourism，Work together to build the Yangtze River International Golden Tourism Belt。Deeply promote the high-quality construction of integrated tourism in the Yangtze River Delta，Jointly prepare the special plan for cultural tourism in the Yangtze River Delta Ecological Green Integrated Development Demonstration Zone，Jointly establish the Yangtze River Delta Tourism Promotion Alliance，Promote Shanghai Tourism Festival into Jiangsu、Zhejiang、Anhui，Promote the Yangtze River Delta tourism market、Travel Services、Integrated planning of tourism products、Expand and improve，Launched 66 "high-speed rail + scenic spot tickets" and "high-speed rail + hotel" Yangtze River Delta tourist routes。

What will Shanghai do?

"Plan": Promote the integrated construction of tourism in the Yangtze River Delta。Accelerate the construction of a modern tourism transportation service system in the Yangtze River Delta，Building efficient external connectivity、A multi-level integrated tourism transportation network with internal organic connections。Strengthening the joint construction of the Yangtze River Delta regional market，Focusing on the goal of “same city 188bet app download treatment”，Further connecting cultural and tourism public services and measures to benefit and facilitate the people。Planning across regions、Themed cultural tourism products and boutique routes，Jointly build a high-quality red tourism demonstration base in the Yangtze River Delta，Recommended red tourist routes，Share the red tourism brand image together，Launching Yangtze River Delta high-speed rail tourism、Inland river tourism、RV (self-driving) travel and other products。Strengthen joint marketing，Jointly cultivate brand festivals and exhibition activities。Focus on the Yangtze River Delta ecological green integrated development demonstration zone，Jointly build Jiangnan water town cultural tourism and leisure area。Promote high-end business relying on Hongqiao Business District、Exhibition、In-depth integration of transportation functions，Accelerate the construction of tourism service functions，Leading Yangtze River Delta tourism to better participate in international cooperation and competition，Build the Yangtze River Delta region into a globally competitive and influential tourist destination。

What else will Shanghai do?

"Plan": Building an International Digital Tourism Capital。Focus on Shanghai to build an international digital capital with world influence，Digitalization of tourism realizes overall transformation、Comprehensive empowerment、Revolutionary Reinvention，Digital tourism infrastructure is world-class，Leading the country in digital tourism economy，Digital tourism international hub global link function is complete，World-class digital tourism industry cluster is complete，Become a globally competitive digital tourism economic innovation hub。Digital tourism has become a new choice in life、New Fashion、New Paradigm。Digital tourism rules are more complete，Efficient flow of tourism data elements，Form a new model of digital tourism management in megacities that leads the country。

Let’s analyze them one by one，The integration of tourism in the Yangtze River Delta is a requirement of the upper management，There will also be certain policy support，But this is also the inevitable direction of the coordinated development of the Yangtze River Delta regional economy。It can be said，The Yangtze River Delta is the most prominent area of ​​economic synergy in China、The broadest regional market for tourism consumption，These provide certain basic conditions，Weak regional boundary attribute of simultaneous tourism，Making feasible space for tourism integration in the Yangtze River Delta。

With the advancement of urbanization，Shanghai above、A metropolitan area with Nanjing as the core city，And urban agglomerations with multiple core cities as the main body，There will be a more obvious direction，Their radiation range、The cultural and tourism consumption circles will be expanded，Create more conditions for the collaboration of the cultural tourism industry in a larger region。

Currently，The spontaneity of the market has been effective，However, different provinces, cities or cities in the Yangtze River Delta have different purchasing power among residents、Product level、There are differences in resources and other aspects，Can it be in the passenger flow、There are more complementary effects 188bet app download in the supply and demand of products，There is still a way to go。

Also，There are still many constraints at the administrative level，This will affect some policies、Resource、Infrastructure、Collaboration in financial investment and other aspects，Weaken or slow down the market effect。

For example, as mentioned in the "Plan"，Accelerate the construction of a modern tourism transportation service system in the Yangtze River Delta，Co-construction of the Yangtze River Delta regional market、In-city benefits, etc.，As far as transportation is concerned、Coordinated opening up of market mechanisms, etc.。

Another fact may make it possible to accelerate the integration of tourism in the Yangtze River Delta，This is the epidemic。

Resurgence of outbound travel consumption brought about by the epidemic，Bringing more conversion opportunities to cultural tourism consumption in Shanghai and other cities，But at the same time, the mainstream trend of urban periphery/local tourism (impact of the epidemic + the consumption trend of local residents mentioned in the first section，are two main factors)，It also forces urban destinations to make greater efforts to convert and extend the consumption of local residents，To attract and convert more customers from surrounding cities，Regional cities “join together” to build a more interconnected and complementary large regional market，Natural appeal goes higher。

And these demands must be implemented，In addition to everyone being more active in seeking collaboration and mutual promotion，What’s more important is “self-hardness”，I need to provide more innovative cultural and tourism products，To provide a better cultural tourism consumption experience，This is about digitalization。

There is a key sentence in the above-mentioned "Plan": the new generation of information technology and the widespread application of new technologies，Will accelerate the promotion of Shanghai tourism production mode、The operating mode has changed from mainly offline to online and offline two-way empowerment，It will also provide more hosting places for the construction of Shanghai’s world-class tourist destination、New space。

Read this sentence together with the content of "building an international digital tourism capital" mentioned in the above plan，has somewhat pointed to the trend of digitalization and the changes it will bring to cultural tourism: 1、New technologies and new technologies are developing and iterating，Deepening penetration in the cultural tourism industry；2、Cultural Tourism Project、The management model of destinations and industries will change、Performance will be improved；The integration of technology and content，New digital tourism formats emerge one after another、Update，Building a new scene、Create a new experience，Optimizing the cultural tourism product supply system；3、Construction of large regional cultural tourism market，More need for digital implementation，Conversion of a larger customer base、More travel data is available、Greater regional tourism management, etc.，No one can avoid digitalization。

Construction of Shanghai as an International Digital Tourism Capital，is a typical microcosm。