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

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Alibaba version“Meituan”Submitted the first transcript。

February 24，Alibaba releases new quarter financial report，Are you hungry、高德、Fliggy is listed in Alibaba Group’s financial report in the same matrix for the first time，“Flying high”The formation of the life service sector is further established。Financial report in progress，With“Home+Destination”To further clarify and deepen the framework’s sector strategy。Financial report data display，Annual active consumers in the sector reach 3.7.2 billion，Single quarter net increase of 17 million，Order volume increased by 22% year-on-year，Amap set a record of over 200 million daily active users during the National Day last year。

As early as July last year，Alibaba announced the formation of location-based services including Ele.me、高德、Life service sector including Fliggy，Yu Yongfu is the person in charge。Alibaba formed the main formation of takeaway + wine brigade in the local life service battlefield，Formal confrontation with Meituan。

Alibaba’s internal business changes，It is closely related to its relative disadvantage in the competition with Meituan in local life services，If you don’t advance, you will retreat，In the huge existing market size，and potentially larger scale，The importance of competing for interests goes without saying，On the one hand，The scale of the tourism consumption market has already reached trillions，Refer to iResearch data，It mentioned that the scale of China’s local life service market in 2020 will be 19.5 trillion yuan，This number is expected to grow to 35 by 2025.3 trillion yuan。

At the same time，This is also related to the close relationship between local life services and tourism，There is room for intersection between tourism and local life service markets，There are also overlay increments，188bet sports betting app download Meituan’s success in the wine and travel business and the mutual synergistic expansion effect，Reference samples have been provided。

More strong players are emerging in the local life services and tourism market，For example, as early as 2020，Douyin has already intensively entered the tourism and local life service fields，Including but not limited to online tickets、Hotel and B&B booking function，The transaction end is provided by Tongcheng、Provided by embedded mini programs such as Donkey Mama，Complete within Douyin App。

Kuaishou launched in its App in July 2020“Local life”Entrance，Includes delicious food、Surrounding Tour、Shopping beauty, leisure and entertainment content，With recommendation、Three channels of local food and local fun。And earlier in August 2019，Kuaishou has proposed to upgrade the merchant account and will focus on local life。

Look at it from several aspects:

1、Ali“Flying high”Transcript submitted by the section，Bring traffic and business growth，Has shown the synergy and mutual promotion between local life services and tourism business，The ability of local life services has been improved，But can the integration of once independent plates bring sustained ecological effects，More observations are needed，Ali needs to show better results to prove the correctness of his choice；

2、Market competition around local life services and tourism has entered a new stage，Market competition used to be“Two strong ones”The rivalry situation will continue for a while，But the melee situation between traditional giants and new giants has become increasingly obvious，Especially Douyin will be one of the new important challengers，Based on strong capital and traffic，at“Strength can produce miracles”、Under the usual path of the byte system that is held high and beaten，Douyin in local life services，Through short-term large-scale concentrated investment，It will bring certain "&ldquo to the tourism market;Shake”Effect，But it is difficult to have a direct shaking effect。

3、The epidemic has changed or accelerated the trend of localization and peripheralization of tourism consumption，The intersection between local life services and tourism is more obvious，Based on the deepening of tourism consumption trends under the epidemic，Competition around local life services will become increasingly fierce。

Take Meituan as an example，It has changed the tourism market pattern，The connectivity between tourism and local life services、Changes in tourism consumption products and consumption patterns，Gives Meituan the opportunity to become a giant in the tourism field，And its existing capabilities and deepening of capabilities，Added the impact of the epidemic，Its position in the tourism market is still improving。

And the closer connection between the lifestyle of tourism and local life services has increased，Enable the tourism consumption market、Local life service market scale superposition，The width of this cross track，It’s really worth the company’s hard work。

certain aspect，We can say that local life services are from the previous location dimension，More 188bet app towards the human dimension，Never provided services around location，To provide hyperlink services around users。This is an important perspective for us to better understand the logic between local life services and tourism。

4、Market variables are also increasing。For example, 14 departments including the National Development and Reform Commission recently issued "Several Policies on Promoting the Restoration and Development of Difficult Industries in the Service Industry"，It mentioned that Internet platform companies such as takeaways should be guided to further reduce the service fee standards for merchants in the catering industry，Meituan’s policy of reducing the commission rate for food delivery business has been implemented，Meituan stock price has a short-term trend“Diving”。The new policy will have an impact on Meituan’s food delivery sector，In turn, it affects the wine and tourism business and other cultural tourism sectors。

The corresponding antitrust behind the New Deal、The relationship between the Internet virtual economy and the real economy and other logical directions，It will not affect only one or two giants，And universal。

The epidemic has changed the tourism industry，And it’s not the end yet，For many tourism company leaders，Easily difficult to get off the line。

Recent，Zhongxin Travel announced，The board of directors reviewed and approved relevant proposals，Select Mr. Feng Bin as the chairman of the company’s fifth board of directors，The term is the same as the term of the company’s fifth board of directors。At the same time，Appointment of Mr. Feng Bin as the general manager of the company。

Back on June 2, 2020，Zhongxin Travel Announcement Display，Feng Bin, chairman of Uoxin Travel, will also serve as the company’s general manager，Fully responsible for the development and implementation of Zhongxin Tourism strategy and presided over the operation and management work。

After the merger with Caesars Travel failed、Alibaba expands its voice、After working hard to expand domestic tourism business, etc.，UX Travel 2021 Annual Performance Forecast Display，The net loss of UX Travel attributable to shareholders of the listed company in that year was approximately 4.100 million yuan-5.200 million yuan，And the loss in the same period last year was about 14.800 million yuan，The degree of loss has narrowed significantly。

However，The narrowing of losses also needs to be divided into two parts，On the one hand, the loss situation has improved，It’s a good thing，On the other hand, many of the company’s business operations have been affected by the epidemic，Input cost reduction，Meaning that the business situation is still quite difficult。

Although more countries or regions are currently in a wider range、Open up international tourism with greater efforts，And it will bring some promotion to the opening up of my country’s inbound and outbound tourism，But this time is not expected to be soon，And the subsequent recovery time will also be relatively long，For Zhongxin Travel，The next challenge is not small，Feng Bin’s responsibility as general manager again is not light。

Destination Investment Barometer

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188bet sports betting app download Let’s first look at two important policies at different levels.

The first is the release of the No. 1 Central Document in 2022，Proposed among them，Focus on industries to promote rural development。Continue to promote the integrated development of primary, secondary and tertiary industries in rural areas。Encourage various regions to expand agricultural functions、Exploring the diverse values ​​of rural areas，Focus on the development of agricultural product processing、Rural Leisure Tourism、Rural e-commerce and other industries。Implement rural leisure tourism improvement plan。Support farmers to directly operate or participate in the operation of rural B&Bs、Development of characteristic farmhouse villages (sites)。Incorporate rural leisure tourism projects that meet the requirements into the scope of science popularization bases and primary and secondary school agricultural labor practice bases。At the same time，Strengthen the inheritance and protection of farming culture，Promote the protection and utilization of intangible cultural heritage and important agricultural cultural heritage。

Among them，Expand investment in rural revitalization，And promote the integrated development of primary, secondary and tertiary industries in rural areas，Focus on the development of rural leisure tourism、Support the development of rural B&Bs directly operated or participated in by farmers、Rural leisure tourism projects that will meet the requirements，There is also the promotion of digital rural construction，is the content to focus on。

From the perspective of the file and the proposed path，On the one hand，Rural revitalization continues to be a field driven by gravity，There will be more substantial support this year，At the same time, it is also a year that requires more results，Opportunities for all destinations，An even bigger challenge。Compared to the top-level strategy of rural revitalization in 2021、Certainty of legal and organizational structure improvement，And the resulting momentum，This year will be even more demanding to find a feasible way to explore、Mode，A critical year for more substantial implementation。Among them，Exploring land constraints and possible new mechanisms to loosen them，will be one of the decisive factors，Capitalizable space of land，Will determine the space for central enterprises or state-owned enterprises to enter rural revitalization，Following the implementation of policy requirements，After all, companies also have to look at market factors。Rural revitalization is a complex and systematic project，Policy、Beyond the land，Fund support and its size、Accuracy，Also a key factor，This corresponds to private enterprises with limited funds or capabilities，The possibility of entering the field of rural revitalization。

On the other hand，Rural leisure tourism is the key to industrial revitalization in rural revitalization，Changes in tourism consumption during the epidemic，The market space for rural leisure tourism is expanding at a visible speed，Such as the development of country B&Bs，It will be an important part。Different areas、Country B&Bs with different attributes will 188bet online sports betting have different survival and development situations，But overall，The opportunity space from the dual factors of policy and market is continuing to expand。

Shanghai has made new moves in this regard.

February 21，The Shanghai Municipal Government Executive Meeting agreed in principle with the "Guiding Opinions on Further Promoting the Healthy Development of Rural B&Bs in Shanghai" and pointed out，Shanghai Development Country B&B，Can meet the new needs of citizens for cultural, tourism and leisure consumption，It’s also the start of the future“Shanghai Travel”Brand、Key carrier for revitalizing Shanghai’s suburban rural areas......Encourage the participation of multiple parties，Focus on introducing high-end development and operation entities，More development research、Business、Leisure vacation and other high value-added products，Increase consumption stickiness，Improve experience。Guide the cluster development of rural B&Bs in key areas，Ensuring safety and quality，Building Shanghai’s boutique country B&B brand。

From regional and urban and rural socio-economic development，And the urban consumption stage and other aspects，The development of rural B&Bs in Shanghai has certain representative significance。with“Shanghai Travel”Brand、Relationships in revitalizing Shanghai’s suburban rural areas，Reveals the important attributes and value space of country B&B。And more development research、Business、Leisure vacation and other high value-added products、Concentrate development in key areas，Also reveals the composition of consumer subjects and product services in rural B&Bs，And destination integration of individual projects、The direction of multi-project cluster development。

Promote the development of rural B&Bs，Naturally, it will become an important choice for many destinations with development conditions now and in the future，This will be the destination new product supply system，An important carrier to promote cultural tourism consumption especially during the epidemic，Will play an important role in future destination competition。

Themed entertainment is another important competitive field，The Universal Theme Park in the sub-center of Beijing is an important observation entrance。It plans to arrange 426 key construction projects this year，Fixed asset investment exceeds 100 billion yuan，And will further promote the second phase of the Universal Theme Park project，Cultivation of consumption hotspots across the entire chain of food, accommodation, travel and shopping。

Look at Universal Theme Park and its second phase project from two dimensions:

1、Universal Theme Park has made Beijing stand at the high point of the domestic theme entertainment market，With one of the key carriers to compete with important destinations，The theme entertainment market in Beijing and even the country has entered a stage；

2、The spillover effect of undertaking and transforming the first phase of Universal Theme Park project，Form a synergistic cycle of the first and second phases，And more urgent，And more urgent，Maintaining and converting the stickiness of existing passenger flow、Continue to explore and expand incremental passenger flow，Not only plays an important role 188bet app download in the operation and development of the project itself，It becomes cultural tourism or urban consumption in the area，Even a new engine for industrial development，Also key support。

Cultural tourism consumption insights

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Recently，According to McKinsey’s survey on Chinese tourists’ travel intentions in 2022，Since the outbreak，Chinese consumer confidence reaches highest level。Based on October 2021 data，67% of respondents believe that China’s economy will recover in the next two to three months。But affected by the epidemic in local areas，Only 2% of people have travel plans in the next two months。Currently，42% of respondents plan to travel domestically for leisure。From the perspective of destination，People love short trips to new places，Accounting for 49%，Second is long-distance travel to new places (29%)。From the perspective of accommodation options，Non-branded hotels are more popular than branded hotels，Accounting for 56% and 44% respectively。

Refer to these data, you can find:

1、Epidemic prevention and control policies and measures，Created a better controlled situation for the domestic epidemic，Gives people the confidence to travel；

2、Strict epidemic prevention measures include measures such as circuit breaker for inter-provincial travel，It has greatly increased the uncertainty of people’s travel，And affects travel plans and confidence，Having a considerable impact on the recovery of the tourism industry；

3、The demand for travel or travel is always there，But subject to epidemic prevention and control policies，Short distance、Opening up new tourist destinations has become a new choice，This will greatly affect the radius of cultural tourism consumption、Changes in destination tourism consumption volume。This information is worthy of relevant authorities、Reference for destinations and tourism companies。