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

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Use your own efforts to increase your voice in the market，It is an inevitable move for many companies，For example, fighting for and controlling resources。

Recent，Lingnan Holdings announced，Guangzhou Guangzheng International Travel Service Co., Ltd., the company’s holding subsidiary, plans to invest 10 million yuan in its own funds，Invest and establish a wholly-owned subsidiary, Guangzhou Guangzhengyuejing Destination Tourism Development Co., Ltd.。

mentioned in the announcement，This investment is based on strategic planning and business development needs，To seize opportunities in the domestic tourism market，Further improve the layout of the tourism industry，Intensify efforts to expand business in scenic spots，Strengthen destination resource control and scenic spot construction and operation capabilities，Achieve“Travel + Scenic Spots”’s diversified development。

More straightforward，There are at least two core messages here: First, Lingnan Holdings’ move is mainly to strengthen its control of the upstream resources of the tourism industry，Improve destination resource control capabilities；The second is to seize the opportunities in the domestic tourism market。In other words，Changes in the domestic tourism market and the mid- to long-term nature of reform，Has raised new challenges for the survival and development of tourism enterprises，Of course there are new opportunities，Go and expand to get more resources，Integrate internal and external resources，Re-extended products and services，is an intuitive path。

Resources are king，This is one of the unbreakable truths。In the period of transformation and reshaping of the cultural tourism industry brought about by the epidemic，The domestic tourism market will have more outstanding performance in two aspects: 1、The mid- to high-end tourism consumption market is relatively high，Create upgraded demand for tourism products and services；2、The recovery speed of sinking market is relatively faster，It will also have a more outstanding performance in terms of share of the entire tourism market。

And these two points correspond to the destination，It means that the destination should try its best to stimulate cultural tourism consumption、Promote the recovery of the cultural tourism industry as soon as possible，On the one hand, we must upgrade the system of cultural tourism products and services，On the other hand, reaching out to products and services for tourism consumption in the sinking market、Conversion, etc.，There 188bet app download must be more effective measures。

Another way to control more resources，It is to strengthen cooperation，Both parties help each other。

December 21，Huazhu Group and Baidu Maps reached strategic cooperation，The first batch to be connected to more than 7,300 hotels under Huazhu，Both parties will work together to create a new cooperation model for location-based hotel reservations，Co-build a new hotel direct sales channel and display it on the map、Cooperation in multiple fields such as joint membership operations。

Refer to public information，In map area，Especially the combination of maps and culture and tourism，Amap is currently in front，This is related to AutoNavi’s own competitiveness，It is also related to the collaborative support of the Ali Legion behind it，Based on LBS service，And the horizontal and vertical deepening of local life，Includes local tours、The high level of surrounding travel，And the increasing localization of tourism consumption，The potential value of map services is rising。Amap in tourism products and services，Diversified supply has been formed，Also makes it beyond the location and navigation services of the map，It has become a larger traffic entrance and consumption conversion channel。

Higher-frequency rigid demand traffic entrance + user-based diversified and chain services，brings positive circulation effect，One of the tests is the resources behind it、Product supply chain capabilities，And the convenience of service、Validity, etc.。

Follow these logic，You can basically understand some of the considerations behind the cooperation between Huazhu Group and Baidu Maps。Huazhu has spent a lot of time and money building its own membership system，Form direct sales channel，Weaken reliance on OTA and other platforms for traffic。We know that private domain traffic is important，Not just a simple way to attract traffic、Traffic conversion, etc.，When these traffic reaches a certain level，There will be more obvious ecological effects。

For Huazhu，It needs more traffic entrance cooperation，Not just seeking direct traffic import and conversion，It also lies in the possibility of subsequent precipitation，Especially now that the Internet dividend is fading。

For Baidu Map，To increase the stickiness of existing traffic，Attract more new traffic at the same time，The products and services it can provide，Very critical。

From this，Simple understanding，A company with a large number of hotel products，One has a lot of traffic，Both parties have considerable room for mutually beneficial collaboration，Cooperation is normal。And the future，Deepening of cooperation between the two parties，Traveling locally、Local life services，Can we create new possibilities，Still to be seen for further cooperation actions。

The epidemic has profoundly affected the fate of some travel companies.

December 23，Caesar Travel issued an announcement，Tongsheng Travel Agency, a wholly-owned subsidiary of Caesars Travel, received the principal amount provided by Shengjing Bank1.8.3 billion yuan loan，Term is 12 months。For this financing，Caesar Travel and its subsidiary Beijing Caesar provide joint liability guarantee，And signed a loan guarantee contract respectively；At the same time, the company provides pledge guarantee with 60% equity of Hainan Tongshengshijia Duty Free Group Co., Ltd.，Yishizongheng, a subsidiary of the company、Yichang Aviation Catering provides pledge guarantee with part of the accounts receivable，And signed the loan pledge contract respectively。

As one of the leading companies in outbound tourism，The virtual freeze on outbound travel has created a huge dilemma for Caesars Tourism，Although its domestic tourism business is gradually opening up，But the size is still 188bet Online Sports Betting and Casino small after all，And it takes a certain period of time to achieve more outstanding results，“It is difficult to quench the thirst for leaving the country at home”，In the context of continued losses and no turning point yet，An increasingly severe test on the cash flow of Caesars Travel and its subsidiaries，Find an urgent loan from a bank，Or reserve more“Ammunition”Winter，Everyone feels helpless。The dawn is still hard to see，We can only try our best to get through it first。

The pressure on Xi’an tourism to cope with the situation is also increasing.

Xi’an’s recent epidemic situation is serious，There is no turning point yet，Having a considerable impact on local tourism companies。Recent statement of listed company Xi’an Tourism，The current epidemic situation may greatly affect the company’s operations。

The house leaked and it rained all night。The performance of Xi’an tourism in recent years has not been good。Xi’an Tourism Financial Report Display，2013 to 2019，The full-year non-net profit is -25.61 million yuan、Even more so in 2020、-28.91 million yuan、-41.71 million yuan、-46.7 million yuan、-29.23 million yuan，-46.7 million yuan。Even more so in 2020，Non-net profit deduction-1.0.2 billion yuan。

The third quarterly report of Xi’an Tourism in 2021 shows，Its revenue in the first three quarters of this year was 4.2.2 billion yuan，Deduction of non-net profit-47.32 million yuan。Loss continues。Under the new epidemic，It’s hard to be optimistic about its performance this year。

Destination Investment Barometer

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Although the role of market factors may be emphasized，But the logic of high-level policies spurring investment in cultural tourism projects，Actually, it’s very obvious，Construction of the Yellow River Cultural Tourism Belt，One of them。

Create a Yellow River cultural tourism belt with international influence，It is a key task determined by the "Outline of the Yellow River Basin Ecological Protection and High-Quality Development Plan" issued by the central government，Behind this is national self-confidence、The necessity of improving cultural confidence，This is also a new opportunity and challenge that the nine provinces (districts) along the Yellow River must accept。

Combined with top-level policy requirements、Multiple factors such as own resource situation and development demands of the cultural tourism industry，Mining resources、Planning investment、Build products，It will be an important move for the nine provinces (districts) along the Yellow River in the next few years。

Take Shandong as an example，It was recently proposed，Playing well“Industrial Brand”Focus on the construction of more than 200 projects included in the key project library of the Yellow River Cultural Tourism Belt，Total investment 570 billion yuan。Enrich the supply of cultural tourism products along the Yellow River，Focus on creating a Confucian study journey、7 Yellow River boutique cultural tourism routes including the Yellow River Memory Nostalgia Tour。Promote the digitalization level of the Yellow River Cultural Tourism Belt，Speed ​​up“Wisdom Yellow River”“Digital Yellow River”Virtual Reality。

Next step，Shandong Provincial Department of Culture and Tourism will take Yellow River culture as its core context，Combining Longshan Culture、Canal Culture、Dong Zi Culture、Black pottery culture and other special resources，Promote the transformation of cultural resources into tourism products。Utilizing the Internet of Things、Big data、Virtual Reality、5G+8K and other new technologies，Strengthen the Yellow River cultural theme artistic creation，Cultivation of emerging 188bet app cultural formats。Exploring the Yellow River Cultural Creativity Competition，Implementing the Yellow River Cultural IP Development Project，Building the Yellow River Cultural and Creative Industry Chain。

From this information, it can be seen:

1、Construction around the Yellow River Cultural Tourism Belt，The investment volume of new projects in the nine provinces (regions) along the Yellow River will be relatively large，The new supply system of cultural tourism products in each province (region) will undergo major changes；

2、Nine provinces (districts) need both“Fight alone”，Exploring the Yellow River cultural resources belonging to this province (region)、Project investment and new product creation, etc.，Making a difference，At the same time the future“Work together as a team”There are many possibilities whether internal or external，A new situation will emerge in regional cultural and tourism collaboration with the Yellow River as the main line，Forming a strip of new cultural tourism destination highlands；

3、By development，Yellow River Cultural IP will be more substantial，The influence of cultural IP will be improved，But at the same time, a problem is，Many provinces (districts) have their own interpretations of the Yellow River cultural IP、Excavation and physical project creation，It is a multi-point display，It is also possible to cut into fragments，Cooperation is the key。

4、Development of new technologies and cultural IP resources、fusion，Become one of the more intuitive means or methods。

Focus on investment and development around a large area，Promote concentrated upland development of destinations，is one of the common choices in many destinations，The construction of cultural tourism demonstration zone is one of the manifestations。

Recent，To further strengthen“Double move, double lure”Leading，Strengthen support and drive for major projects，Promote high-quality development of Wannan International Cultural Tourism Demonstration Zone, etc.，Anhui Provincial Development and Reform Commission established a key project database for cultural tourism investment promotion in the Wannan Demonstration Zone and released it。

The project database has collected a total of 102 cultural tourism projects in seven cities in the Wannan Demonstration Zone，Total investment estimate 1051.800 million yuan。There are 72 projects in the core area of ​​the demonstration area，Investment estimate 904.4.8 billion yuan。The projects in the library reflect the demonstration area“Build into an ecological and international world-class leisure and vacation destination”’s development goals，Highlighted“Create a circle, an axis, and multiple points”’s development pattern。Project types include leisure vacation travel、Healthy Tourism、Rural Tourism、Transportation and Tourism、Digital Creative Tourism、Modern exhibition tourism and other cultural tourism formats。

At least two aspects of information:

1、The transformation and upgrading of the destination，The creation of new business formats is one of the necessary paths，Leisure vacation、Health and Wellness、Countryside、Transportation、Digital Creativity、Modern exhibition and tourism mentality，It can be regarded as a breakthrough in a new business format in a single field，There is also the possibility of forming an overall supply system between them；

2、Regional collaboration is another key。Wannan International Cultural Tourism Demonstration Zone includes Huangshan、Chizhou、Xuancheng、Ma'anshan、Wuhu、Seven cities including Tongling and Anqing，A total of 47 counties (cities)、District)。Overview of the current cultural and tourism highlands，Everything is a large area attribute，Composed of multiple provinces 188bet app and cities，In the customer group、Consumption、Transportation、There is a synergistic and mutual promotion effect between market factors such as resources and products，Thus forming a broader hinterland、A large market with a relatively high level of cultural tourism industry。

Anhui Provincial Development and Reform Commission official information display，First half of this year，Wannan International Cultural Tourism Demonstration Zone achieved total tourism revenue of 1661.9.4 billion yuan，Receiving domestic tourists 1.7.3 billion people，114 year-on-year increase.1% and 84%，The proportion in the province reached 51.0% and 49.4%。

These data have directly revealed a lot of information.

Domestic cultural tourism destinations are seeking advancement，What may happen next for the international market？

Recently，Zurab, Secretary-General of the United Nations World Tourism Organization·Pololikashvili expressed，Second quarter or third quarter of 2022，The world tourism industry will experience a retaliatory rebound。Pololikashvili expressed，Half the experts think，For international travel to return to 2019 levels，At least until 2024；The other half of experts believe that recovery will be possible in 2023。Pololikashvili thinks，The COVID-19 crisis provides the tourism industry with an opportunity to reflect——How to make tourism more sustainable、Inclusion and Resilience，How to ensure that people benefit from tourism more widely and equitably。

Director-General of the World Health Organization Tedros Adhanom Ghebreyesus recently stated，Data indicates，Omicron mutant strain spreads faster than Delta strain，Recipients of the COVID-19 vaccine or those who have recovered may be infected with the virus again。The epidemic has not only interfered with people’s normal life，Even disrupting screening for other diseases、Treatment and Services。Tedros emphasized，We must end the COVID-19 pandemic in 2022。All countries need to invest in preventing future disasters of this magnitude，And accelerate the achievement of the Sustainable Development Goals。

What senior leaders of two international organizations said，Mainly points to two aspects: the trend of global tourism in 2022、Epidemic trend。

Attention，Tedros is talking about ending the pandemic，That is, the infections caused by the epidemic in some countries, regions and even the world、Death etc.，Pandemic”Pandemic”，That is, it is no longer a large-scale diffusion，Further control of the epidemic in key countries and regions，The global epidemic is generally under control，This can be regarded as a turning point。If this happens，The recovery of global tourism is naturally good news，A retaliatory rebound is also possible。

But judging from the current epidemic，There is still considerable uncertainty in the overall control of the global epidemic in 2022，This is a result that is more likely to occur only if all countries in the world work together，At the same time，World tourism will see a retaliatory rebound next year，Not optimistic either。

Cultural tourism consumption insights, innovative business formats

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

Recent，Commercial robot company Jingwu Intelligent received another round of financing，Invested by Shenzhen Venture Capital Southford Fund。This round of funds will be mainly used for product research and development，And market expansion。Currently，Jingwu Intelligent delivery robot has cooperated with Homeinns、Jinjiang、Huazhu and other chain groups，and Marriott、Hilton and other high-star hotels have reached cooperation，Start working on overseas markets next year，Main priority is Japan、Europe、Three countries and regions 188bet Online Sports Betting and Casino with higher labor costs and demands in Dubai。

Smart hotel chain brand“Xbed Hotel”Recently announced another tens of millions in financing，The investor is Qifu Capital。This capital increase will be mainly used for the expansion of Xbed Hotel and the further optimization and iteration of the XMS hotel self-operation system。

Several features of Xbed Hotel: it has no front desk，Full self-service，No room card required，Swipe your face on your phone to open the door，24H exclusive butler on call；The hotel room capacity is small，Many under 40。

At the same time，The characteristics of the XMS hotel self-operating system are: single room as a unit、Flattening、High-fidelity information chain management system，The goal is to solve the rising operating costs faced by traditional hotels、Core pain points such as continued decline in consumer experience。

These two newly financed companies are closely related to hotels，And one of the important directions is the hotel’s operation management (cost reduction and efficiency improvement, etc.)，In terms of robots，One of its results is to reduce the labor cost of hotel service staff。

Focus on Xbed Hotel，One of its backgrounds is，Data is displayed，67% of domestic hotel stores have less than 40 rooms，There are almost no strong chain hotel brands in these hotels (the independent hotel market in the sinking market is the focus)，This means that there is still a lot of integration and chaining of hotels with small volumes of properties、Branded Space，But the test is the operational ability。Many large, medium and small hotel brands are involved in independent hotels in the sinking market，Nothing obvious has been done yet，And the high operational capabilities required、Input-output ratio is closely related。Effectiveness of Xbed Hotel’s XMS system，Created great possibilities for its market expansion，It is also a key factor in obtaining new financing。

Finally, let’s look at red tourism.

"China Red Tourism Consumption Big Data Report (2021)" shows，Since January this year，“Red Tourism”Search popularity increased by 176% compared with the same period last year，Beijing ranks first with an increase of 316%，Hunan、Jilin ranked second and third with a popularity increase of 202% and 196%。This year’s red tourism research projects are being launched across the country，Red tourist attraction“Exposure”Continuous improvement。Winter and summer vacation、National Day is the peak time for red tourism，The number of travelers during peak periods accounts for 45% of the total number of trips in the year。

Red tourism is a subdivided business with special elements，Subject to policy、The background and other factors have a greater impact，Tourism、Research，And team building in some enterprises and institutions、Cultural and educational activities, etc.，is the main source of consumption for red tourism，It will continue to rise，Promoting the popularity of red tourism。From a product perspective，Although red tourism experiential projects including the combination with new technologies are increasing，But overall it is still a tourist attraction，The experience needs to continue to be improved。