Read important points in advance:

1、The core logic of cultural tourism investment，It is to enhance the economic value of the cultural industry，Enrich the diversified content of the tourism industry，These two are integrated through resources、Market integration and business innovation，Create a mature effect based on industry commonalities and differences。

2、The investment in cultural tourism has an asset-heavy part，There are also relatively virtual parts of cultural content experience services，How to cooperate between virtual and real，How to form a sustainable、Can be copied、Scalable business model，Is the core essence of cultural tourism investment。

3、Under the changes of consumers，Our investment logic should follow the consumption dynamics of consumers to think about the logic of product changes and the space for product changes。We want to see large-scale cultural tourism projects，We must take into account both hot products and iterable long-tail content，Can these contents finally become reproducible、IP that can bring huge derivative effects，Can we break through the ticket economy，This is the core point that we should pay attention to in cultural tourism investment。

January 11th，By the Ministry of Culture and Tourism of China、2022 China&mdash co-sponsored by the Lao Ministry of Information, Culture and Tourism and the Lao Embassy in China;Laos Tourism Investment and Development Forum was successfully held online and offline。The forum topic is “The opening of the China-Laos railway and new opportunities for investment in China-Laos culture and tourism industries”，Including China、Leaders of the two countries and senior officials of the tourism management department of Laos、Tourism investment enterprise、Well-known scholar、More than 20,000 people from the tourism industry in China and Laos watched the live broadcast of the forum。

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1. Three problems faced by China’s cultural tourism industry

We must first re-understand the core pain points of China’s cultural tourism industry，I think China’s cultural tourism industry is facing several problems now。

First, it is an overall problem, not a partial problem.

First of all, there is a shortage of high-quality products on the supply side.

Many people will ask，We have been reforming and opening up for more than 40 years，China’s tourism product supply has been greatly enriched，But why is there a shortage of high-quality products on the supply side。First of all, the entire consumer group is changing very quickly，Especially the rapid rise of young consumer groups，The structure of industry chain innovation and supply has not kept up with this change。So high-quality products from the supply side，Including many tourist routes, maybe 10 years、Not much adjustment has been made in 20 years，Many places still focus on sightseeing as the core supply content。

Secondly, the transmission efficiency of the cultural tourism industry chain is relatively low.

The development of the Internet has been changing rapidly in China in recent decades，In particular, many fields have been greatly affected and impacted by the Internet，However, the efficiency of the cultural tourism industry chain is still relatively low，The penetration rate of the Internet in the entire tourism industry，It is still lower than the average level in many 188bet Online Sports Betting and Casino other fields of society，Should be between 10%-20%。

Of course different fields，Its Internet penetration efficiency is not the same。For example, the aviation and accommodation fields are relatively high，However, the penetration rate in the leisure and vacation field is still very low。

Also，The modern service system is still relatively lacking。Especially in many remote and backward areas，The supporting facilities for cultural tourism products are far from insufficient。

Second question，I don’t think it’s node style，But a structural one。

Let’s review the entire development process of China’s tourism industry，From early business trips to sightseeing tours、To the stage of leisure vacation、Local lifestyle till now、Relocation lifestyle stage，The node of industrial development actually lags behind the transition of the entire consumer generation。Imbalance of supply、Inaccurate、Low performance，The product ratio is also relatively unbalanced，The industrial structure is also relatively chaotic。

Now China’s cultural tourism industry is still facing the third problem，I don’t think it’s short term，It is a long-term problem。

Internationally speaking，We divide travel into different stages，Sightseeing、Casual、Vacation and Experience。But for China，Especially the changes in recent years，Consumption upgrading and grading coexist，So at the level of cultural tourism investment，We must understand the complexity and imbalance of this market。Cultural tourism products also need constant iterative upgrades，To satisfy the consumer market。Especially during sightseeing and leisure、Under the complex market structure where vacation and experience coexist，How to solve development problems，Is the so-called cultural tourism investment that needs to be considered。

Many new tourism categories have been born throughout the modern stage，Leisure travel、Vacation Travel、Experience travel、Senior Tourism、Family travel，Including research、Sports、Medical care，Many emerging fields are rising rapidly，But our product innovation and the investment logic behind it，How to match efficiently is the problem we face。

We see a new cycle of cultural tourism policy，Especially the administrative focus，I don’t think it can be equated to market failure。The Ministry of Culture and Tourism was established in 2018，The then Minister Luo Shugang also put forward the”ldquo on industrial exploration in 2019;Fourteen Questions”。About the many links between cultural tourism and real estate in the past，Including the confusion of traditional tourism，Practitioners are at a loss as to what to do，The fusion path is relatively vague，Where is the practical path？I want to look at the cycle of our new cultural tourism policy from this perspective，This is the interaction between big government and big market。

2019，Let’s start solving these problems；2020，An epidemic has occurred，Outbreak of the epidemic around the world，Having a heavy impact on the entire cultural tourism industry。Let’s look at 2019，These problems have not diminished because of the epidemic，In fact, it was ignored。After the epidemic，In fact, these problems will be more serious。Especially in 2019，We saw 405 A-level scenic spots delisted，Traditional tourism has long-standing disadvantages。

August 2019，Shanxi Qiaojia Courtyard 5A Scenic Spot faces delisting。In fact, it exposed many problems in the development of traditional tourism，For example, poor reception ability、Incomplete supporting facilities、Ticket prices are too high、Commercialization is too serious，Innovative safety management of products、Service capabilities of 188bet sports betting app download tourist facilities、Environmental sanitation, etc. are not up to standard。The government’s need to connect with the entire consumer market，Also conduct“Scrap bone to heal injuries”，Actually, this is just a reflection from one side，Some next issues in the development process of China’s cultural tourism。

How to solve these problems?

2. Why is it difficult to invest in cultural tourism?

The outbreak of the epidemic in 2020，In fact, I pressed the pause button，It is even said to have had a major impact on the tourism industry，Our progress in resolving these issues has also been interrupted。But I think it is precisely during this period，China has traveled abroad 1 times before.About 400 million outbound people，Now being“Block”Looking for good supplies in the country、Good product，For China’s tourism investment，It is a huge opportunity。

Why is cultural tourism so difficult to do?？(Including) Many people are asking why investment is so difficult？I think there are five problems。

First，The elements of cultural tourism are very complex。Its boundaries are gradually blurring，The industrial chain is relatively broken。

Second，Huge investment in cultural tourism，Especially when it comes to heavy asset investments，The payback period is relatively long，So it is difficult to scale up。The success of cultural tourism project，Copy a project again，its difficulty、Period，Including investment controllability，They are all relatively poor。

Third，Cultural tourism has very high product requirements。It requires occupying the minds of consumers，Only the first，No second。The first possibility is to make a lot of money，Then there are huge crowds of people。But second line、Many product categories with the same qualifications in the third tier，May be ignored by the market。

Fourth，The main functions of our management are relatively intertwined，Especially when it comes to the management of cultural tourism resources，It will involve many departments、Multiple caliber、Multiple lines，So can cultural tourism take on such large and complex functions，This is also a question we need to think about。

Fifth，There is a very shortage of investment talents in the industry。The most important point is，Attach importance to talents and explore the value of talents。New Culture and Tourism、Core variables of new industry and new life，This is a problem that we must think about and solve when we are concerned about cultural tourism investment。

We see the integration of new cultural tourism，Form a new industrial supply structure，“Cultural Tourism + Agriculture”、“Cultural Tourism + Industry”、“Cultural Tourism + Education”、“Cultural Tourism + Wellness”、“Cultural Tourism + Sports”、“Cultural Tourism + Technology”、“Cultural Tourism + Entertainment”、“Cultural Tourism + Real Estate”，We see that the integration of culture and tourism can never completely summarize the new practices in various fields of culture and tourism。

For example“Cultural Tourism + Agriculture”中，We see the creative farm、Rural Tourism，Including pastoral complex that provides new experiences，Both require a lot of innovation and reorganization of investment logic。Combination between industrial facilities，Especially industrial facilities and equipment、Industry and Mining、Industrial upgrading and transformation of factories，How to create a combination with culture and tourism，How to insert new content？Research、Tourist camp education、Study tour and cultural inspection，Where is the integration point between cultural tourism and education？Especially“Double reduction”After，Where are these investment 188bet app opportunities？Is there a successful business model？

“Cultural Tourism + Wellness”，We have seen that many health care services in the past were linked to real estate。Recent，We saw ten ministries and commissions jointly cleaning up characteristic towns，Especially Evergrande、The thunderstorms of Kaisa’s series of cultural and tourism real estate developers，It also caused us to think about“Cultural Tourism + Real Estate”Reflection on Patterns。Over the past many years，The development of China’s cultural tourism industry is highly tied to real estate，Even highly integrated。After removing these properties，How to return to the investment logic and development logic of cultural tourism，This is a question worth thinking about。

“Cultural Tourism + Sports”，We see that there are many fields related to sports，Including outdoor、Casual、Sports、Skiing、Mountain climbing、Hiking、Wading、Sailing boats and many more“Heaven and Earth”’s various experience projects。How to fully integrate with culture and tourism，It is also the integration of culture and tourism，Including problems that need to be solved for the integration of culture, sports and brigade。

“Cultural Tourism + Technology”，We see a lot of new technological means，Especially VR、AR、MR，Including the rapid development of the metaverse concept，How to effectively integrate with cultural tourism？includes“Cultural Tourism + Entertainment”，We see a lot of entertainment products，Including numerous practices in the fields of interactive theater and themed entertainment。Especially in cultural re-creation and new spaces，How to combine new entertainment projects and content，Including immersive interactive experience，To activate the new space of cultural tourism，They are all new hot spots for future investment。

“Cultural Tourism + Real Estate”How to develop cultural tourism after removing real estate from China？I think we have entered a stage of revitalizing existing assets。Then how to do increment？Make new benefits and developments？The new model is an issue that should be paid attention to in cultural tourism investment after real estate in the future。

The deep integration of culture and tourism has also reconstructed the entire industry situation，We look at the cultural industry and divide it into nine categories，The tourism industry is divided into nine major categories。From the fusion of these two，We see the core logic of cultural tourism investment，It is to enhance the economic value of the cultural industry，Enrich the diversified content of the tourism industry，These two are integrated through resources、Market integration and business innovation，To create a mature effect based on industry commonalities and differences。“Cultural Tourism + New Industry”form 1+1>2’s new investment logic，It’s worth thinking about。

Also，We see the popularity of new technologies such as 5G，The changes in our lifestyle are investment hot spots worthy of attention。Especially the leap-forward development of application scenarios，Upgrade of immersive interaction brought by 5G，Can a new business model be born from this??It also spawned more new application scenarios，The efficiency of interaction in the cultural tourism industry chain is also increasing rapidly，Release the value of cultural experience and industrial innovation。We have seen very multiverse innovative companies recently，80% of applications are in the cultural tourism industry。Can these applications turn into good business models and investment logic，It’s worth thinking about。

The growth of China’s middle class，Consumption trends have also undergone structural changes，I think this is the core focus of our thinking on investment issues。Especially in middle and lower tier cities，The rapid rise of new generation consumption has formed a new growth engine。

Second，Most consumers have consumption levels，While upgrading, we also 188bet Online Sports Betting and Casino pay more attention to quality，Also pay more attention to cost-effectiveness、Healthy life concept，Especially after the epidemic continues to escalate and heat up，Tourism consumption also pays more attention to experience。Especially combined with digitalization，New changes in tourism experience brought about by technological methods including new interactive experiences。Local high-end brands will also rise，Cultural tourism investment must pay attention to the rapid development of these new brands and their investment trends。

三、Three "three" reasons for cultural tourism investment to break the situation;三”

How do Chinese investors break the situation？I think we need to understand the triple relationship，Confronting three contradictions，Breaking three boundaries。

First，It is a triple relationship。We first understand the relationship between time and space，We can no longer use the old concept of tourism to understand current tourism。I think，Now tourism has become an integration of local lifestyle shared by host and guest，If this relationship is not reshaped，It is difficult for us to understand the new business formats in tourism。We will stick to the old tourism investment paradigm。

Secondly，The relationship between consumers and destinations has been reshaped。Especially Kuaishou、Tik Tok、New media like Xiaohongshu，Not only reshaping the way we experience leisure，What’s more important is to reshape the relationship between consumers and destinations。

In addition, we must consider the relationship between input and output ratio.

We still have to face three contradictions。The first is the contradiction between supply and demand，Investment in the cultural tourism industry must pay attention to changes in the supply side and changes in consumer groups，The matching between the two is a core breakthrough point for us to solve the contradiction of scale。In addition, investment in cultural tourism has an asset-heavy part，There are also relatively virtual parts of cultural content experience services，How to cooperate between virtual and real，How to form a sustainable、Can be copied、Scalable business model，Is the core essence of our cultural tourism investment。

Third，It is to break three boundaries。The boundaries of our industry must be reshaped“Cultural Tourism+”Many fields，These innovations seem to break through many non-cultural and tourism boundaries，But it will eventually return to the entire industry，Returning to the core of the industry and how to break the boundaries of the supply and demand chain，Then reorganize。All successful business models are within limited boundaries，Maximize the efficiency of resource application，The investment logic of cultural tourism is also the same。

Online、Offline boundaries have been broken through years of tourism O2O development，How to make online characters more efficient、Online Internet transaction efficiency and offline experience service product innovation、Fully integrated industrial integration，This is the core issue we face at the investment level。

We need to think about the iteration of filtering product content，Especially how to turn good resources into good assets，Good assets become good capital。In this process we have to return to the product，Build a good brand，Form a good IP，In this process, it is necessary to consider the iteration of the product。Especially due to changes in consumers，Our investment logic should follow the consumption dynamics of consumers to think about the logic of product changes and the space for product changes。We want to see large-scale cultural tourism projects，We must take into account both hot products and iterable long-tail content，Can these contents finally become reproducible、IP that can bring huge derivative effects，Can we break through the ticket economy，This is the core point that we should pay attention to in cultural tourism investment。

Also，We have to consider the structural problems of talent。Especially new professional operation talents、Service Talent、There is a shortage of investment talents。The supply level of cultural tourism talents is uneven，The professional structure is relatively chaotic，188bet online sports betting Including the lack of new talents, resulting in huge mobility。Future，We invest in cultural tourism，How to solve these problems，These are all things we have to think about and solve。

IV. Suggestions on investment and development of cultural tourism in Laos

Development of Laos’ cultural tourism industry，As well as cultural and tourism exchanges between Laos and China，There are many new opportunities。

Laos is adjacent to Yunnan Province in China，It is the only landlocked country among the ten ASEAN countries，Rich tourism resources，There are currently more than 2,100 officially designated tourist attractions in Laos，Includes 1194 natural attractions、628 cultural attractions and 282 historical attractions。From the perspective of tourism scale，Tourism is the main source of income for Laos，It is also the fastest growing industry in Laos，Visitor arrivals increased from 1 in 1990.40,000 to 3.87 million in 2017，Tourism revenue increased from US$2.25 million to US$6.US$4.8 billion，The number of tourists increased by 161% at its peak，2010 to 2015，The number of tourists basically maintains a growth rate of more than 10%，The highest growth rate is 25%。

At the same time, cultural and tourism exchanges between Laos and China have become more intensive

2018，The number of Chinese tourists to Laos reaches 800,000，26% year-on-year growth；

In 2019, the two countries launched“China-Laos Tourism Year”；

November 22, 2021，China-ASEAN Comprehensive Strategic Partnership Officially Announced；

December 3, 2021，The China-Laos railway connecting Kunming and Vientiane is fully operational。

Under new opportunities，I have the following suggestions for the development of cultural tourism investment in Laos: improving infrastructure，Attract cultural tourism investment；Improve the quality of tourism services；Year of Tourism Promotion，Shift the focus of attracting tourists from Europe and the United States to China、Southeast Asia City；Strengthening regional tourism cooperation, etc.。

2021 is the 60th anniversary of the establishment of diplomatic relations between China and Laos，It is also the Year of Friendship between China and Laos，The opening of the China-Laos Railway is even more important for China and Laos“Good neighbor、Good friends、Good Comrade、Good partner”A vivid portrayal of the spirit and the spirit of a community with a shared future between China and Laos。The two countries continue to deepen cooperation，Enhance friendship，With the completion and opening of the China-Laos Railway，has become a key channel connecting the two countries，Interpreting a new stage of innovative development of China-Laos culture and tourism。