Died early in the peak travel season，Becoming the biggest variable in the 2021 summer market。

Since local cases were reported in Nanjing on July 20th，This round of epidemic has affected at least 17 provinces and more than 30 cities。As of 9:00 on August 10，There are 207+20 medium- and high-risk areas across the country，The most since the normalization of epidemic prevention and control。

Epidemics occur in many places、Under the situation of local outbreak，Summer vacation is regarded as a critical period for the recovery of the tourism market，Now it’s cold again。

August 3，The Ministry of Culture and Tourism issued an emergency notice，expressed the need to strictly prevent the spread of the epidemic through cultural and tourism channels，Requires further implementation of epidemic prevention and control requirements for A-level tourist attractions，Strictly control the upper limit of tourist reception、Strictly implement the ticket reservation system, etc.。

The recovery turning point of scenic spots has also gradually disappeared with the flow restriction measures。At the recent epidemic prevention and control press conference，Yu Changguo, Deputy Director of the Market Management Department of the Ministry of Culture and Tourism said，As of August 4th，There are 20 provinces (districts) across the country、City)’s 1152 A-level tourist attractions are in accordance with the local party committee、Stop opening due to government epidemic prevention and control requirements。

The blood recovery period ends suddenly。A scenic spot that returns to the "current restriction era"，How long can it last？

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Scenic spots return to the "current restriction era"

Scenic spots gradually reopening after the epidemic，Suddenly encountered freezing temperatures during this summer vacation。Nanjing、Yangzhou、A cluster of infections broke out in three places in Zhangjiajie，Local scenic spots have been shut down as soon as possible:

Zhangjiajie: From the morning of July 188bet app download 30th，All scenic spots (attractions) in the city are temporarily closed to the public；

Nanjing: From July 31st，All scenic spots in the city are temporarily closed；

Yangzhou: From July 31st，Slender West Lake、Daming Temple、Ge Garden、He Yuan、Zhuyu Bay Scenic Area、Wu Daotai Mansion、Runyang Forest Park、Chen Garden and other scenic spots (attractions) are temporarily closed to the public。

Under the potential risk of the spread of the epidemic，Last days，More and more scenic spots across the country are joining the ranks of traffic restrictions。For example, Zhangjiajie and others have directly suspended the business of scenic spots:

Changsha、Ningxiang、Xiangxi、Zhuzhou、Lianyungang、Most scenic spots in Wuhan and other places have suspended operations；

Chongqing has closed some closed scenic spots;

Xi’an Emperor Qin Shihuang’s Mausoleum Museum、Huaqing Palace、Bell and Drum Tower Museum、Iconic scenic spots such as the World Expo Park are temporarily closed，As of August 6th，Shaanxi Province has temporarily closed 111 A-level scenic spots；

Under the double attack of heavy rain and epidemic，All scenic spots in Zhengzhou continue to be closed。

There is also a limit of 30%:

The number of tourists received by Changde’s scenic spots shall not exceed 30% of the approved maximum carrying capacity。its since July 28，A total of 3 cases of asymptomatic infections have been reported。

More cities choose to limit traffic in scenic spots at a ratio of 50% and above:

Suzhou、Changzhou、Wuxi、Suzhou、Harbin, etc.，It is required that the number of people admitted to local scenic spots shall not exceed the maximum carrying capacity or 50% of the full number of people admitted；

Beijing opens parks with 60% capacity limit、Scenic Area、Places of interest；

Liaoning requires that the number of tourists received by A-level tourist attractions shall not exceed 60% of the approved maximum carrying capacity；

Ningxia、Xiamen、All parks in the city regulated by Tianjin and other cities、Scenic Area、Cultural museum venues, etc.，The number of tourists received shall not exceed 75% of the maximum carrying capacity。

It has been less than a year since the last time the tourist attraction ratio was restored to 75%，Many domestic scenic spots have once again returned to the "current restriction era"。

Late February 2020，Issuance of the "Guidelines for Epidemic Prevention and Control Measures for Reopening 188bet online sports betting Tourist Attractions" by the Department of Resource Development of the Ministry of Culture and Tourism，This is the first sign that domestic scenic spots have reopened。The following April、Between July and September，The Ministry of Culture and Tourism has raised the tourist attraction limit to 30% respectively、50%、75%。

Almost every increase in the traffic limit ratio in scenic spots，It can all be regarded as the background of normalized epidemic prevention and control，Efforts made to welcome the recovery of the domestic cultural tourism market。But the epidemic continues to affect the fragile tourism industry，From the beginning of this year to “celebrating the Chinese New Year on the spot”，The number of domestic tourists traveling during May Day exceeded 2.300 million visitors，The summer travel season will end early，The recovery of the tourism market shows huge volatility。

When the spread of the virus and epidemic prevention and control fall into a game stage，Especially during the peak travel season in summer、In case the tourist flow in the scenic spot may continue to rise，Slow down social mobility、Measures such as reducing the risk of infection are inevitable，Scenic spots are naturally affected。

However，The epidemic has repeatedly or even broken out，It also makes some destinations highly nervous、The sound of wind and cranes。

Picture

In the above-mentioned cities that propose traffic restrictions in scenic spots，When the current and new cases in Harbin City in Heilongjiang Province are both 0，Released "Announcement No. 25 of the Headquarters for Responding to the Novel Coronavirus Pneumonia Epidemic"，It is required that the number of consumers admitted to scenic spots in the city shall not exceed 50% of the maximum carrying capacity。simultaneously，Harbin International Beer Festival、Harbin Summer Concert and other events also ended early or were postponed。

Including scenic area traffic restrictions、Including measures such as cancellation of large events，Harbin’s epidemic prevention decision may be the “sequelae” left by this year’s local outbreak。January and April this year，There have been precedents of "1 pass 102" and "1 pass 71" in Harbin，To the deputy mayor and other 18 people being held accountable。Two super-spreading events，It may also cause Harbin to give up its "small peak season" as a summer resort。

However, there is no public information to prove that the chain of transmission of this epidemic has extended 188bet sports betting app download to Harbin，The "cutting off the chain of epidemic transmission in advance" mentioned by Harbin City，It is inevitable that there is some "one size fits all" meaning。“Preemptive epidemic prevention” is more safe and secure，But to some extent, it also provides destination scenic spot management、The recovery of the tourism industry has brought considerable pressure。

Tourism companies in scenic spots are “robbed” again

When will the turning point of recovery appear?

To prevent the risk of the spread of this epidemic，Closure of scenic spots in various places、Current limiting，Many provinces have put forward suggestions such as suspending out-of-province travel，The summer peak season has basically ended half way ahead of schedule。

Take Chongqing City as an example， Message display on August 4th，Since the strengthening of restrictions on the flow of personnel for epidemic prevention and control，The number of visitors to some key local scenic spots has dropped significantly，The average number of tourists received by the 10 5A tourist attractions dropped by 53% year-on-year last week.1%，Among them, Jiangjin Simian Mountain Scenic Area received more than 2,000 tourists，Decreased by 87 compared to last week.3%。

Chongqing scenic spots are obviously not an exception。Visitor limit is for scenic spots (especially outdoor scenic spots with obvious seasonal characteristics)，means after the “Hottest May Day Golden Week in History”，Half of the much-anticipated summer travel rush has evaporated。

Especially for the listed travel companies behind the scenic spots，It has been more than 20 days since the local outbreak of the epidemic，The hope of tourism companies in scenic spots to “recover” during the summer seems to be getting slimmer。August 9，Nanjing achieved "zero new additions" in a single day for the first time in 20 days，The turning point of the epidemic may be reached，The turning point of the scenic spot’s recovery is blurred again。

Zhangjiajie(000430.SZ) is undoubtedly one of the tourist attraction companies that has been hit hard。

A "Charming Xiangxi"，Zhangjiajie, which was established as a tourism city, has become the eye of the storm for the second spread of the epidemic，Zhangjiajie City even became the first city to close all scenic spots。

For owning Baofeng Lake Scenic Area、Yangjiajie Ropeway、For Zhangjiajie Tourism Group with resources such as Zhangjiajie China Travel Service，Performance has declined year after 188bet sports betting app download year since 2015，The original chairman fell and died in 2020、Canceling the cultural and creative company "Survival with Broken Arms"，It has been under pressure for a long time before and after the epidemic。Under changing circumstances，Zhangjiajie also pinned its hopes on incremental projects，Break the original traditional business chain of "mountain scenic spots + large and small transportation + travel agencies"。Dayong Ancient City was just put into trial operation a month ago，Accepted the role of this incremental project。

Total investment in Dayong Ancient City 24.4.3 billion yuan，Build a collective meal、Live、游、Purchase、An ancient city tourism comprehensive leisure complex integrating entertainment，Originally planned to open in October 2018，Delayed for nearly two years due to incomplete construction。June 17 this year，The core business formats of the Dayong Ancient City project "Meet Dayong" and the flying theater "Flying Over Zhangjiajie" are in trial operation。And only 40 days later，The operation of core business formats has been paused due to the epidemic，Zhangjiajie also led the decline in tourism stocks at the end of July。

Screenshot source: Zhangjiajie Dayong Ancient City Development Co., Ltd.

From the perspective of financial data，For Zhangjiajie, which continued to suffer losses in the first half of the year，The summer epidemic is nothing less than a "blow in the head"。July 13，Zhangjiajie 2021 Semi-annual Performance Forecast，During the reporting period, the net profit loss attributable to shareholders of the listed company is expected to be 22 million yuan to 26 million yuan，6159 in the same period last year.550,000 yuan。

About the reasons for performance changes，It states in the report，The company’s operating data has rebounded compared with the same period last year，However, due to the continued impact of the new coronavirus epidemic，The company’s operations have not yet returned to the state before the epidemic。

In fact，Since July this year，About 10 listed scenic spot tourism companies have released first-half results or forecasts。As ​​of now，Except Zhangjiajie，Including Qujiang Cultural Tourism、Guilin Tourism、Nearly half of them, including Tibet tourism, suffered losses。Emeishan、The performance recovery of Jiuhua Tourism and other companies is relatively optimistic，But there is still a certain gap compared to the same period in 2019 before the epidemic。

From “celebrating the New Year on the spot” during the Spring Festival，Early end to the summer peak，Scenic spots (especially traditional scenic spots) are still waiting for the turning point of recovery。

Unable to be packaged and listed due to limited ticket operating rights，The main revenue composition of most listed tourism companies in traditional scenic spots，Still from the ropeway、Small traffic such as cruise ships，And some catering、Hotel and travel agency business, etc.。

In the short term，The current traffic restriction policy in large-scale scenic spots，Superimposed inter-provincial travel restrictions、Diversion of tourists from surrounding tours, etc.，Directly leading to a sharp decrease in passenger flow in traditional scenic spots，Indirect reduction in the conversion rate of elimination two。

From a more mid- to long-term perspective，Most scenic spots are still highly dependent on natural tourism resources，The traditional single business chain has become a bottleneck for growth。In the context of normalized epidemic prevention and control，Tourist consumption preferences、Market trends, etc. are also constantly changing，Short distance、Quality、Experiential、The demand for leisure and vacation has become the key word for the transformation of scenic spots。

For this reason，In addition to selling assets、Survival with a broken arm，Active transformation、Increase manufacturing has also become the way to survive for tourism companies in scenic spots during the epidemic。In addition to Zhangjiajie building Dayong Ancient City，Sante Ropeway invests in Qiandao Lake Leisure Sports Camp、Building an integrated ecological theme park operator IP，Yanoda, which is on the market, is cooperating with Discovery to build an integrated resort, etc.，It is also one of the examples of the transformation of tourism companies in scenic spots。

What is the effect of transformation，The market will give the most true answer。After the summer vacation，The next expected peak period of recovery is the "National Day Golden Week"。Two months later，Can scenic spots embrace this "late" turning point of recovery，It will also depend on the overall trend of epidemic prevention and control in the next August。