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

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This week, cultural tourism giants mainly focus on Henan cultural tourism，Yinji Cultural Tourism launches IPO，Complete the signing of the IPO coaching agency，And Henan Cultural Tourism Investment Group with a registered capital of 15 billion yuan officially settled in Luoyang，Market-based operations with the help of capital and funds，The development of Henan’s cultural tourism industry may enter a new stage。In addition，The future development path of Haichang Ocean Park’s asset-light model has become the focus of the industry。

First, let’s interpret Yinji Cultural Tourism’s IPO from three dimensions.

First、Seize the opportunity period for the development of vacation products with parent-child consumers as the core。Ice and Snow World、Animal Kingdom、Children’s Adventure Kingdom、Water park and other parent-child products，is the main contributor to Yinji’s nearly 7 million tourists last year。

Second、Polish your business card for cultural tourism consumption。Zhengzhou has two business cards，《Only Henan·Drama City” representative cultural business card，Yinji Culture and Tourism represents the future development and consumption trends of parents and children，This is a business card for parent-child consumption。

Currently、Yinji needs to continuously enrich its business formats，Strengthen the brand，Lead by brand，Driving the future direction of Yinji Cultural Tourism。Next five years，Yinji Cultural Tourism plans to open 30 ice and snow parks across the country。It is expected that in the future, the brand will drive the upgrading of the entire product format and cross-industry cooperation，And the overall IP creation，The company will usher in big development opportunities in the future。 

Currently，Yinji’s basic product prototypes and basic business combinations have been formed，But the brand still needs to be further strengthened，Their business is limited to central China，Need to go to East China、Expand business in Beijing, Tianjin, Hebei and other places，Enhancing the brand’s national influence。In addition，Animal Kingdom、Ice and Snow Hotel、Ice and Snow World and other products，How to form an organic ecosystem and system，This is a problem that Yinji Cultural Tourism needs to solve in the future。

Leveraging the momentum of IPO，Yinji Cultural Tourism may become a rapidly rising cultural and tourism comprehensive group in the local area，This is the vision of Yinji IPO。To realize this vision，The overall passenger flow will be further improved，For example, reaching 188bet app download 10-12 million people。Can this goal be achieved after the epidemic eases，is one of the key factors in the success of Yinji Cultural Tourism’s IPO application。

In addition，The signing of the Yinji Cultural Tourism IPO coaching agency is just the first step towards IPO，Can IPO be successful，Still facing revenue、Product、Talent system、Challenges in management optimization and other aspects，Need continuous improvement of business formats、Stronger liquidity、A more influential brand。

Central Plains cultural and tourism giant attempts IPO，In the future, we will go further and further on the road of deploying cultural tourism projects nationwide，Another theme park operator has reversed the trend of decadent performance in recent years，Realize turning around。

Recently，Haichang Ocean Park announced that last year’s profit exceeded 8.300 million，Realize loss to profit，And pointed out that the improvement in performance was mainly due to the sale of four theme parks。

Viewed from the global ocean theme park market，A marine life-themed park，Breeding with marine animals、The high cost of primary care、High investment、The logic of large projects with slow returns has changed。Especially among consumer groups, mainly young consumers, the awareness of animal protection has increased，Internationally, the number of visitors to Sea World has dropped in recent years due to animal performances，Go to Hong Kong Ocean Park to give up the introduction of animal performance products，Haichang Ocean Park in China may face considerable challenges in these aspects in the future。

Especially worth mentioning，Recent 30 billion yuan theme park project in London, UK，Because it is the habitat of endangered spiders，Not only the project development permit application was not approved，It also led to the withdrawal of two major IP partners，It also highlights the impact of environmental protection and animal protectionists on large-scale cultural tourism projects。

As project operating costs increase，The space that the pattern can copy is limited，Cultural tourism companies similar to Haichang Ocean Park will also face the transformation of asset-light model output without real estate supporting and linking，Thinking about how to face new market changes。

The key to Haichang’s current transformation is to sell off heavy assets，Mainly output in light asset mode，The core of this model’s output lies in its brand influence，lies in the modular product system、Upgrade and optimization of management system and continuous supply of talents，Then find a suitable destination and land，These may be the core logic of Haichang’s future sustainable development。

In addition to Yinji Cultural Tourism“Blow”The horn of IPO，Henan also made a big noise in the cultural tourism industry this week。Henan Cultural Tourism Investment Group officially settled in Luoyang，This is a milestone event in Henan’s development of cultural tourism。

In the past two years，Henan Cultural Tourism adopts a series of relatively fierce tactics，especially the spread of Central Plains culture through the Internet，From "Tang Palace Night Banquet" to "Dragon Gate King Kong"，Many short videos quickly became popular on the Internet。These programs explore a series of cultural elements，Expression form combined with new media，Refreshing，Injecting strong potential energy into the development of cultural tourism in Henan。

This success is largely due to high-quality traditional cultural resources、Digital Technology、National trend (traditional culture) consumption、The comprehensive effect of multiple important elements such as young customer base，Achieved a good fit in supply innovation and demand matching，Provides multiple samples of national 188bet online sports betting fashion cultural and creative products，It has also formed a cultural tourism and cultural creative brand with a strong Henan label，Opportunity space has been opened，More funds will naturally follow、Capital entry，More market-oriented operation。

But how to carry out these cultural tourism events in the future，Become the driving force for the sustainable development of Henan’s cultural tourism，Provincial-level platforms are needed to integrate scattered resources from various places，Then integrated into the overall brand of Henan Cultural Tourism Investment Group。In addition，Strengthen Henan’s cultural tourism industry and promote regional economic and cultural development，And national rejuvenation、Combined with cultural renaissance background，Henan as a specific place of practice，Need a stronger organization or company to lead、Push，The establishment of Henan Cultural Tourism Investment Group aims to integrate the cultural tourism resources of Henan Province、Funds (capital) and other powerful institutions that open up integration。

《Henan Province“14th Five-Year Plan”Proposed in the Cultural Tourism Integrated Development Plan，Implementing the Chinese Culture Super IP Project，Building a 4+8+N Chinese cultural super IP matrix，Including building his hometown of Henan、Four world-famous cultural IPs including Chinese Kung Fu，8 internationally renowned cultural IPs，In this process，It is critical whether the cultural tourism product system can form an effective destination system。 

However，Currently Henan is rich in cultural tourism and cultural creative resources、There is no shortage of hot products，Brand recognition is also being established，But there are two problems: First, it is not easy to continue to innovate with a single resource，How to continue？If it goes lower，Existing good reputation、Brand recognition is easily lost；The second is after the hot product comes out，How to achieve further commercialization、Industrialization，Convert more value？Highlight products have no industrial chain，Brand Value、Business value will eventually weaken or disappear。

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The 2022 Winter Paralympics is coming to an end，But the spillover effects brought by the Beijing Winter Olympics and Winter Paralympics are far from over。

Recently，The National Development and Reform Commission proposes to vigorously develop ice and snow tourism、Ice and snow consumption，Promoting the implementation of the ice and snow tourism development action plan confirms this。

The "China Ice and Snow Tourism Development Report (2022)" released by the China Tourism Academy in January shows，Ice and snow tourism is becoming fashionable again、New folk customs become the normal way of life for ordinary people，The number of national ice and snow leisure tourists increased from 1 in the 16-17 ice and snow season.700 million more visitors in 20-21 ice and snow season 2.5.4 billion people，It is expected that the number of ice and snow leisure tourists will reach 3 in the 21-22 ice and snow season.0.5 billion people，Ice and snow leisure tourism revenue is expected to reach 323.3 billion yuan。

It’s not hard to see，Subject to market demand、Winter Olympics Bonus、Promoted by factors such as national and local policies，Ice and Snow Sports、The demand for ice and snow tourism is further stimulated and increased，More ice and snow tourism projects are under contract or under construction，This craze may last until 2022 or even one or two years later，The consumer group of ice and snow tourism will naturally further expand。The important characteristics and trends of the future structural adjustment of the ice and snow tourism market are，Small area、Low consumption、High frequency、188bet app download Localization of tourism and life、Self-service、Pay equal attention to ice and snow tourism and ski leisure vacation。

However，At the same time, we must also realize that the operation of ice and snow tourism projects is not easy、Long profit cycle、Restrictions such as heavy investment，This will also become a question that needs cold thinking in the hot ice and snow tourism，The&ldquo of ice and snow tourism;Ice and Fire”The trend will become more obvious。

The Beijing Winter Olympics has made ice and snow tourism destinations popular，“Three hundred million people go to the ice and snow”Become a reality，And as 1.The main destination for the return of 500 million outbound tourists，Hainan will increase investment in tourism projects again this year，Consolidate its existing advantages。

Hainan Development and Reform Commission recently proposed，144 tourism projects planned to be invested and constructed in 2022，Total investment 191.3 billion yuan。

Create an international island tourism destination，Hainan has always been the goal。Outbound travel since the epidemic，Especially the return of high-end outbound travel consumption，Hainan is the main destination。Considering the time it will take to resume outbound travel，The entire“14th Five-Year Plan”This is considered a window period for Hainan to transform outbound tourism and return consumption，In addition, the free trade port policy is further implemented，Hainan needs to take more actions and performance in international tourism，What kind of foundation can be laid during the window period，What breakthroughs have been achieved，will determine the growth and development space of Hainan international tourism in the longer term。

Hainan is also facing industrial upgrading，Especially the upgrade of content and products on the supply side。Hainan’s entire supply side is far from enough for the new market demand，Cultural tourism development paths mostly linked to real estate，Relatively saturated resort hotels，And the relative lack of vacation experience products and different levels of tourism product systems，In urgent need of improvement to adapt to the new development environment。

According to public information，Hainan Province will rank among the top in the country in terms of the number of construction projects and total investment in tourism projects in 2022，If the goal can be achieved，Hainan tourism infrastructure、Comprehensive reception、Supporting services and other conditions will be greatly improved。Huge investment support，Next step，How Hainan creates a valuable tourism brand，Extend and enrich the tourism industry chain，will be the key to realizing the structural upgrade of Hainan tourism。

Outbound travel has been frozen for more than two years, but there seems to be signs of loosening recently.

Foreign Minister Wang Yi said at the press conference，China plans to launch an enhanced version“International Travel Health Certificate”，According to his statement，The Healthy Travel Plan may be extended from some personnel to the general public，Let more people achieve safety、Quick cross-border travel。

Since the epidemic，Cross-border travel hits rock bottom，A large number of domestic travel agencies focusing on inbound and outbound tourism business have closed down，In the context of the normalization of the epidemic，Cross-border travel will be partially relaxed while ensuring safety，It is undoubtedly a great benefit to the tourism industry。Around the world，Back in 2020，Many countries and destinations have already activated“Vaccine Passport”，To promote the economy，Especially the recovery of international travel。China version“International Travel Health Certificate”Also officially launched on March 8, 2021。

Enhanced version of“International Travel Health 188bet Online Sports Betting and Casino Certificate”Has a certain positive effect on outbound tourism，But we must also see，at“International Travel Health Certificate”One year after launch，The overall outbound tourism has not improved significantly。There are several main reasons: 1，Overseas epidemic prevention and control situation，As the virus continues to mutate，Most countries around the world have given up on their zero-clearance plans，Choose to coexist with viruses instead，Safety factors are still the key to affecting travel information；Part 2，Hinders during quarantine，Even with a health certificate，The round trip (especially the return trip) still needs to be quarantined for varying periods of time，Increasing the difficulty of traveling；Part 3，International travel requires cooperation from all countries in the world，Only by launching a mutual recognition system of health certificates with various countries on a larger scale，In order to better promote the recovery of outbound tourism。

Innovative cultural and tourism formats

This week’s cultural and tourism innovation formats focus on three popular areas: large accommodation、Wild luxury camping and the metaverse，Mainly focusing on the accommodation field are“King of the Town”Strategic investment in the title of Shangmei Life and two new business enterprises that received investment。

Shangmei Life’s strategic investment in Yiyu Life, both parties have their own plans.

Look at Shangmei Life first，It is considered“The Sinking King”、“King of the Town”，Has a prominent market position in the sinking hotel market，Public information display，Shangmei Life has more than 5,800 stores nationwide，Covering 324 cities across the country、2287 counties，The coverage rate in the sinking market is as high as 95%，Comprehensive lead。2021，Shangmei Life released“New interlocking、Light brand”Two strategic plans，Determined at the same time“Open 30,000 stores in ten years”’s goal。

Yiyu Life is deeply involved in the hotel market in South China，Under the umbrella of “Sino Hotel”and“Yingshang Hotel”Two major brands，There are 30 hotels in operation，Mainly covering Guangzhou、Shenzhen、Huizhou and other cities。

For Shangmei Life，After developing and consolidating market share in lower-tier cities，To be completed“30,000 in ten years”’s strategic goals，In addition to continuing to sink，The existing market in first- and second-tier cities cannot be ignored，Previously，Shangmei Life’s layout in first- and second-tier cities is relatively weak，Investing in Yiyu Life can fill the vacancies of Yiyu Life in the South China market and first- and second-tier cities to a certain extent。In addition，Jinjiang, the first echelon of domestic hotel groups、Huazhu、BTG Homeinns is accelerating its layout in the South China market，Reportedly，2020，Jinjiang Hotel opens in Shanghai、Shenzhen dual headquarters；2021，Huazhu established two new branches in Shenzhen，By the new CEO Jin Hui“Sit in charge”South China，Lead the development。Shangmei Life Investment Yiyu Life，It has also accelerated its layout in the South China market。

From the perspective of one corner life，After the epidemic, competition in the hotel market has become more intense，Branding、The chain trend is obvious，In Jinjiang、Huazhu、In the context of BTG Homeinns and other giants entering the South China market，Regional hotel brand advantages shrink，The alliance with Shangmei Life can help Yiyu Life in the brand、Significant improvement in traffic and other aspects。

As one of the important extension spaces in the 188bet online sports betting lifestyle field of large accommodation，Camping has become more and more popular among young consumers in the past two years。

The epidemic has accelerated the development of the domestic camping market。Qichacha data display，2020 is the explosive period for the registration volume of related companies，The number of registrations in the whole year is 7933，331 year-on-year increase.6%。Judging from the time of establishment，There are 1.70,000 active/existing companies established in the past three years，81 of the total.0%。And on the demand side，On Xiaohongshu and other grass-growing platforms，The popularity of exquisite camping remains high，2021 is therefore called the first year of exquisite camping。

But we must also see，The current“Camping Fever”Although it has attracted a large influx of novices，“Newcomer”Can it eventually be converted into a long-term user，We still need to rely on continuous iterative upgrades of camping products。In addition to the upgrade of basic living facilities in the camp，We must also build exquisite camping from a single accommodation product into a composite product integrating more leisure and entertainment experience formats，In order to increase the consumer repurchase rate，It has truly become a kind of travel in the suburbs of the city“Lifestyle”。

Another issue worthy of attention is，Introduced by Hi King including direct sales、Can the chain camp model of franchise or joint venture expansion work?。With capital support，Currently, many exquisite camping brands have begun to explore chain expansion models。For chain brands，Light asset output is a great test of overall operational capabilities and efficiency，This is related to the size of the exquisite camping market in the surrounding areas、Brand marketing volume、Product creation capabilities, etc.，But the core still has to go back to the product itself，Not just an accommodation product，It is also a set of lifestyle solutions。

No matter how many innovative formats have emerged in the cultural tourism industry recently，The fire of the Yuan Universe continues to burn。

As a company established less than a year ago，Bigverse’s layout in the Metaverse has been at the forefront of domestic companies，It launched China’s first Metaverse digital art theme museum on its official website，its NFTCN currently has the largest number of users in China，The most actively traded NFT digital art trading platform。

Metaverse、The development of NFT is of great significance to the cultural and tourism industry。First of all, NFT broadens the realization dimension of IP，IP-based operation，has become one of the core points of the cultural tourism industry。Previously，“Bingdundun”This IP is authorized by the International Olympic Committee，Made into NFT digital blind box，For $99，Limited to 500 pieces，Online on the digital trading platform。Second resale prices for these digital collections quickly rise to thousands of dollars，The highest price even reached 88,888 US dollars, which is about 560,000 yuan。

Scenic spots use NFT to create digital IP based on unique culture and art，Form digital assets，While increasing the monetization value of IP，There is also a chance to generate spreadable、Can be collected、Huge traffic portal that can be shared，Feed back offline tourism。Also，The uniqueness of NFT makes it possible for scenic spots to form accurate records of tourists，Then forming a membership system based on NFT，Improve membership operation efficiency。