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

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The possibility of Caesars Travel’s share exchange and merger with Us Travel is increasing，Except for some personnel changes, please refer to，Recent announcement from Caesars Travel，The transaction amount of the assets that Caesar Travel intends to purchase is 62,000 yuan, and the transaction amount of the merger and acquisition of Uoxin Travel is 62.4.4 billion yuan。

However，Haina Tourism Group, the second largest shareholder of Caesars Travel, cast three negative votes on all motions，Saying that this share exchange merger is still in the planning stage，Need to gradually advance with the plan，Further demonstration and research。This adds uncertainties to the merger between the two parties。At the same time，Caesar Travel、Behind Zhongxin Travel are JD.com、Alibaba，is a direct competitor，At present, both parties have not made a specific stance on the merger，Also an uncertain factor。

From the situation of outbound tourism、Looking at the actual situation of Caesars and Zhongxin，The probability of the two parties eventually merging should be greater，Caesar will be more proactive，But Zhongxin is helpless，Although it may face greater challenges after the merger，But get more financial support from the capital market，Huddle together to keep warm and wait for outbound travel to resume，Acquire greater market fundamentals, etc.，There are also greater opportunities。

Another perspective is，While waiting for a long time for outbound travel to resume，Caesar after merger、Zhongxin must seek more opportunities in the domestic tourism market，It will also create more variable factors in this market。It will have some manifestations in at least two areas:

The first is the tax-free field，Caesar and Us have already made plans in the domestic tax-free field，Although the situation is not completely open yet，But considering its own advantages、Domestic duty-free market expansion and melee status，They can open up a certain market space；

The second is the new supply of domestic high-end tourism products。Caesar、Zhongxin’s ability to integrate outbound 188bet online sports betting tourism resources、Accumulation of mid- to high-end customers is an advantage，Exploring new resources combined with domestic destinations、New product supply demands，Outbound travel consumption returns，And the conversion of existing customer groups, etc.，There will also be many conversion and monetization opportunities，At the same time, it will have a certain impact on the new supply system of domestic cultural tourism products。

The hotel field is not peaceful either.

Atour Hotel IPO encounters variables again，Investors are receiving news one after another，The time for its launch in the United States is to be determined，Subscription can be canceled through trading software。This is considered and after its issuance of the prospectus，Many negative news related to it，Including but not limited to membership card system harming the interests of franchisees、Defects in information disclosure in prospectus、Exaggerating the return on hotel investment, etc.。

These pieces of information have a greater impact on investors and the capital market，If it turns out to be true，Atour Hotel’s road to US stock market listing will be bumpy。If the listing is delayed or other variables，In need of financial support、Relieving cash flow pressure from Atour，It will add a lot of problems，Thus restricting its large-scale expansion，For the current situation that the hotel is not large enough，Also bad news。Atour needs to be listed，But whether it can be listed on the market，Still waiting for follow-up answer。

Dongcheng Hotel, another domestic hotel brand，Also starting IPO coaching，The group was established in 2006，It owns 15 major hotel brands including City Convenience Hotel，The actual controller is its founder Cheng Xinhua，The second largest shareholder is Meituan，15% share。

Previously Meituan invested in the hotel，The logic is not complicated，Meituan needs to increase its competitiveness in the hotel field, especially in the mid-to-high-end hotel field，And if we follow the original path of the rise of low-end hotels, it is not suitable yet，Invest in hotel brand，Directly strengthen the supply chain of mid- to high-end hotels，It is one of the common market patterns，Meituan’s funds、Resources, etc.，Existing market space with Dongcheng Hotel、Combination of development capabilities, etc.，It is possible to gain a larger share in the mid- to high-end hotel market。

Why is Dongcheng Hotel going public now？The official reason has not yet been announced，But what can be guessed is，The current financial support Meituan can provide should not be very large，It is also difficult to continue investing for a certain period of time；At the same time，Affected by the epidemic，The cash flow of Dongcheng Hotel has also been affected to a certain extent，Go public to get more financial support，Also needed；Also，Competition in the domestic mid- to high-end market is intensifying，But the market is still large，Get more financial support，To promote the brand、Product Expansion，Strive for more market share，It is also inevitable。

Speaking of the cooperation between Meituan and Dongcheng，One of them points to competition with Ctrip，Especially in the mid-to-high-end hotel market，This is Ctrip’s advantage area，Currently there are still certain advantages in competitive barriers，Difficult to be broken in the short 188bet sports betting app download term，At the same time，Ctrip is also further strengthening its barriers，For example, it recently signed a strategic cooperation agreement with HNA Hotel Group，HNA Hotel Group is one of the first batch of 100 top ecological partners in the tourism industry invited by Ctrip Planet，“Tangla Show” under HNA Hotel Group、"Jun Tang"、Core independent brand hotels such as "Yitang Flight" will be fully settled in "Planet"，Derived featured content，Accumulate private domain traffic，Realize "online store，Self-operated” marketing method。

Xingxinghao is an important component of Ctrip’s tourism marketing hub strategy，The main component of this strategy is the “1+3” model，“1” is based on a planet number，“3” is traffic、Content、The aggregation effect of three commodity sectors，Form a "hub"。

Cooperation between Ctrip and HNA，Can be roughly understood as: attracting more resources to enter the Ctrip system，Enhance supply chain，Maintain supply advantage，Provide more product backing support for the "content + transaction" closed loop；Also supported by traffic、Content marketing support and more，Bring more brand effect to HNA Hotel、Transaction conversion effect, etc.，Form mutual benefit。

Destination Investment Barometer

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Incomplete statistics on benefits，This week’s destination cultural tourism project signing/investment budget estimate is approximately 49 billion yuan，Covered area includes Guilin, Guangxi、Chuxiong, Yunnan、Jiangmen, Guangdong、Chongqing Fengjie、Jingzhou, Hubei, etc.，Involved project types include health and wellness towns、Cultural Tourism Town、Scenic Area、Sports and leisure towns, etc.。

Let’s look at two projects first，First, Guilin plans to invest more than 5 billion yuan to build an international ecological hot spring cultural health town；Second, the Ahe Cultural Tourism and Health Resort Project with a total investment of approximately 3.8 billion yuan was settled in Altay, Xinjiang。What the two projects have in common is the integration of cultural tourism、Healthy Vacation、Business、Residential and other business types and supporting facilities，Health care has its own characteristics，A focus on hot springs，Another outstanding deuterium water retreat。

Cultural Tourism、Health care is the core，It is the support to ensure that the project becomes a larger traffic entrance，And experience specialization、The key to diversity。

Cultural tourism and wellness are becoming one of the new areas that more provincial destinations are betting heavily on，The development trend of cultural tourism and health care has become more obvious in recent years，But it’s even more popular since last year，New policy from destination、The situation of the contracted investment and construction project can be seen。During the “14th Five-Year Plan” period，The fundamentals of the development of the cultural, tourism and health care industry will have more manifestations。

New changes in the aging population structure will bring dividends to the development of the cultural, tourism and health care industry，Constitutes a strong background for blue ocean development in emerging fields。

The cultural tourism and health care industry is at least based on natural resources、On a dual basis of health 188bet app download and medical resources，High-quality ecological environment、Natural conditions，Including distinctive hot spring resources, etc.，This is not lacking in many destinations，Including Guilin、Altay’s respective natural resources are relatively abundant，They all have their own characteristics，Forming the first conditions for the development of cultural tourism and health care，But health medical resources and existing industrial base，But there is a big difference。

The trillion-dollar market for cultural tourism and wellness is still in the blue ocean，Destination、Investment from travel companies、Planning layout, etc.，Already showing a "leap forward" trend，More destinations will be added soon，More supporting supporting policies will be issued，There will also be more cultural, tourism and wellness projects，But related products are created、Pattern formation, etc.，There is still a long way to go，The more systematic playing style is still lacking，The differentiation in the development levels of cultural tourism and wellness industries in different destinations will also be more obvious。

Outside project，Look at a few more important things，First, Jilin Province issued the "Implementation Opinions on Promoting the High-Quality Development of Rural Tourism"，Proposed among them，By 2025，The province’s rural tourism reception has an average annual growth rate of more than 20%，Build 100 boutique villages for rural tourism、100 boutique tourist B&Bs；Form 1,000 rural tourism boutique spots, etc.。

The most important thing in the "Opinions" is the support policy，Includes financial support，Except Finance、Credit Support，Social capital is also encouraged to participate in investment；There is also land guarantee、Talent training and environment optimization，Reducing taxes and fees，Simplify project approval process and procedures，At the same time, strengthen pilot demonstrations，Create rural tourism model, etc.。

Rural tourism receives more policy support，Freedom and rural revitalization，It has a great relationship with the expansion of rural tourism market demand，This involves several keys: product、Exploration and creation of patterns，Funds、Land and talent support。It can be said，Current policies for rural tourism、The market “courtesy” is pretty good，But land、Financial shackles are also difficult to break，We see that regardless of the policies of national ministries and commissions，The policies of various provinces and cities still propose solutions，But the actual implementation depends on the actual supporting policies，It is difficult to find better paths or patterns in most areas in this regard，This will inevitably affect the determination and pace of social capital entry，It’s not easy to make money just for a country B&B，More comprehensive projects face greater challenges。

Future，Policy、Market、More roles of state-owned and social capital，If there is hope in the land、Open a substantial breakthrough in financial and other support，Rural tourism will truly enter a new stage of development。

The second thing is that Sichuan Province has introduced 8 support measures，Further help travel agencies to bail out，Includes social insurance support、Issue relief subsidies，Encourage financial institutions to provide refinancing、The rediscount method 188bet app download supports travel agencies, etc.。

These measures should be in response to the notice issued by the Ministry of Culture and Tourism in early June to strengthen support for the development of travel agencies。

Travel agencies are an indispensable "cell" element for the normal and rapid operation of the current tourism market，Travel agency organizes group，"Direct" a relatively large number of tourists to the destination for consumption conversion，Travel agencies are a big channel、Traffic aggregator and exporter，Under the influence of the epidemic，Destination seeks more passengers、Consumption，In the context of a better recovery，The significance or value of group tour consumption by travel agencies，It will be more prominent than before the epidemic，After all, tourists’ overall enthusiasm for (long-term) travel will be weaker than before the epidemic。So，Promote more tourist flows、Bring more tourism consumption，Promote faster recovery of destinations and tourism，The "circulation network" built by travel agencies is relied upon，Also expected to play more roles。

In the short term，Travel agencies may receive more financial support，The living and development environment will be somewhat improved；In the medium to long term，Formation of financial support mechanism around travel agencies，It’s hard to be optimistic yet。What needs to be studied more carefully is，Under the dual effects of policy support and market environment，Travel agency products、Possibility and necessity of service model and other improvements，Mainly sightseeing tours，Combined sightseeing + leisure vacation，It will develop into leisure vacation and go higher，will promote the reshuffle of the travel agency market。

The third thing is that Canton Tower is fully reopened to the outside world。Affected repeatedly by new epidemics，Guangzhou’s tourism activities have been greatly restricted，As the epidemic is controlled and stabilized，Tourist attractions will also reopen in due course，For the upcoming peak summer travel period，It’s good news。

Judging from the current situation，If the policy influence of the education department is excluded，There is a high probability that summer travel will recover better this year，Such as parent-child travel、Study trips, etc. will have better recovery performance。

The fourth thing，On July 1, Phuket, Thailand officially reopened after a lapse of one year，A total of 366 passengers arrived in Phuket on the first day of operation on flights of 4 airlines。According to information from the Ministry of Foreign Affairs of Thailand，So far, more than 4,000 people have applied for permission to enter Thailand，In order to attract more tourists，Phuket merchants will launch substantial discount promotions in July，Discount up to 70%。

Except for India and other regions，The international epidemic situation is relatively under control，In addition, the scope of vaccination is gradually expanding，Destinations that rely heavily on inbound tourists are bound to seek more attempts，In order to open a breakthrough，Thailand is one of the typical examples，Cross-border travel frozen due to the epidemic，It has caused serious damage to its tourism industry and even the entire economy，Some tourists have entered the country first，Small steps first，There are more trials and errors、Possibility of advancement。

188bet Online Sports Betting and Casino From the data of Thailand，It is difficult to predict the volume of inbound tourists in the future (including it is difficult to say how much promotion effect the travel discounts provided by Thailand will bring)，And recovery status，It is already summer，The past peak period of Thailand’s inbound tourism，Thailand wants to “give it a try”，If the epidemic situation does not change significantly (including variables brought by inbound tourists)，Thailand inbound tourism may open a new situation，It is also a good signal for the recovery of global cross-border tourism。

But what we also need to see is，There are still many variables in the current epidemic，Uncertainty is still great，Wide range、It is difficult to resume cross-border travel between regions，More time is needed。

Innovative cultural and tourism formats

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This week focuses on three companies that have recently received financing，Apailang, a parent-child smart play park, received nearly RMB 100 million in angel round financing；Cultural tourism private domain marketing service provider "Activity Time" received tens of millions of yuan in PreB round financing；"Qingji Travel", the leading cultural and tourism live broadcast brand, received tens of millions of yuan in Series A financing。

These three companies are involved in the current hot sectors of the cultural tourism industry，The market space is constantly being expanded，For example, parent-child field，Testing the influence of parent-child IP，Also pay attention to the creation of product experience based on IP implementation、Scenario construction and operation capabilities，There are several keywords in the parent-child intelligent play park "Apailang": intelligence、Digital，Improve interactive experience, etc.，All are direct correspondences。

At the same time，At present, the Internet dividend is low or basically gone，Customer acquisition cost is high，The acquisition and operation of private domain traffic is more important，Especially for cultural and tourism enterprises，The reliance on OTA and other inherent channels for traffic has not gone away，With the diversification of consumers、Stronger trends such as demand for personalization，The formation of private domain traffic pool will also be more necessary，Of course it is more possible。However, there are certain barriers to the ability to obtain and operate private domain traffic，Enterprises with this capability，There will be a lot of potential for growth。

Also，Influenced by Internet + Travel、Epidemic and other impacts，The trend of travel live streaming is still rising，The tourism field is also trying to reconstruct the "people and goods market"，Promote tourism projects through live broadcast、New possibilities for tourism product sales。Compared to text、Picture，The video includes short videos showing the travel scene，And changing the user’s decision-making path, etc.，More advantages，Compared to the past, consumers made independent search decisions，Expanding the space for conversion transactions。where，Live broadcast content and method、Supply chain、Platform traffic clear support and operation，will be several major influencing factors on the effectiveness of tourism live broadcast。