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

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This week’s giant market focuses on country B&B and ice and snow tourism。

Let’s first look at a set of data released by Tujia B&B.

Data display，The order volume of rural B&Bs on the Tujia platform in 2021 increased by 30% year-on-year in 2020，Generated over 2 billion yuan in income for rural landlords。Currently，The platform operates more than 2 million homestays，The number of homestays nationwide has exceeded 3.5 million。

Since the "Rural Revitalization Promotion Law" was officially implemented on June 1 last year，About 30 provincial rural revitalization bureaus have been established，Promote rural tourism into a cycle of high-level policies and rising demand，As an important component of rural tourism，The trend of rural B&Bs has gained more traction，There will also be greater space for future development。

In this context，The development of country B&Bs can be viewed from three perspectives。

First，The current development of country B&Bs has reached a certain scale，The characteristic of B&Bs is that they are small and scattered，The operation and linkage of the comprehensive platform can play the role of coordinating industrial resources，Tujia B&B moves to a new stage in terms of platform links，Tujia B&B’s number of B&B listings nationwide exceeded 3.5 million last year is also an example。

Second，The rapid growth of rural B&Bs is in line with micro vacations in the post-epidemic era、Surrounding tours are popular，The trend and demand of big city clusters to seek a better life in the countryside。

Third，Country B&Bs must use the Internet platform and entrance，Connect more young consumer groups，This platform of Tujia B&B also shows its unique value and room for faster growth in the future。

Although the country B&B market is booming，However, many B&Bs still face many difficulties and problems。

For example，Store homogeneity，188bet app Unable to meet users’ personalized and differentiated needs；Single income structure，Relying on income from a single house；Limited operational service capabilities，High store operating costs、Low profit；Poor marketing ability，Don’t understand OTA and social media marketing；The quality of the business is not high，Business type is farmhouse、Many problems such as the host of the inn。Individual country B&Bs in a fiercely competitive market，Poor risk resistance，Difficulty，Even left the scene sadly。

Baptized by the epidemic，The homestay market has also undergone some changes，Hygiene、Safety、Features are the most important thing for tourists when traveling，This is highly consistent with country B&Bs。Catalyzed by demand，Branding、Chainization、Specialization、Digitalization will be an inevitable trend in the development of the homestay industry in the future。

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。The Winter Olympics are over，But the demand for ice and snow tourism remains strong，Many ice and snow projects have also been launched。

Sunac Cultural Tourism announced that ice and snow projects will enter Suzhou for the first time，Actually in the post-Winter Olympics era，A manifestation of the further stimulation and release of demand for ice and snow tourism projects。

The spokesperson of the Beijing Winter Olympics Organizing Committee recently stated，Various venues for the Beijing Winter Olympics and Winter Paralympics are actively preparing plans to open to the public as soon as possible，Many venues are planned in“May Day”Open before。Ice and snow tourism has become the norm、Popular travel choice，Provide people with more types of ice and snow tourism products in the post-Winter Olympics era。

Actually，300 million people, the consumer group of Shangbingxue is very broad and rich，Based on the accumulation in the past few years，Sunac Culture and Tourism continues to invest in this vertical track，It also cuts into this need more accurately，Especially under the model of cultural tourism going to real estate，Or in light real estate mode，The development of ice and snow products has entered a new competitive stage。

Public information display，Sunac started operating the Sunac Snow World industry segment in 2017，Currently in Harbin、Guangzhou、Wuxi、Kunming、Chengdu、Chongqing is building 6 Sunac Snow World indoor ski resorts。

Also，In recent years，Batches of indoor ski resorts in the south、The emergence of indoor ice and snow parks，Let the ice and snow tourism market further break the limitations of time and space，Expanding the form and boundaries of ice and snow tourism。As Chinese people’s enthusiasm for the Winter Olympics continues to be released，Ice and snow tourism is no longer exclusive to northerners。Tuniu 2022 Spring Festival to Lantern Festival ice and snow 188bet Online Sports Betting and Casino travel order data display，The order volume of southern ski resorts accounts for half of the national ice and snow tourism market。

Not just Sunac，Including Yinji and many other similar large-scale cultural and tourism companies，They are all making efforts from the ice and snow field，And the future of ice and snow tourism will usher in a new wave of growth。Especially urban tourist destinations that traditionally do not have ice and snow as a factor，The thirst and demand for ice and snow in these destinations is increasing，It also opens up a larger development space for Sunac。

The coaching contract for the IPO listing of Yinji Cultural Tourism some time ago，They also focus on the concept of external output of the Ice and Snow World project，Planning to build dozens of ice and snow parks across the country。It’s worth noting，Indoor or outdoor，It is quite difficult for IP to support the ice and snow park project。If there is no IP blessing，It is expected that this field will soon enter a stage of homogeneous competition。

What is the space and market size of the entire ice and snow park in the future，Can it be a project that avoids homogeneity，It is also a challenge facing the future industry。

Destination Investment Barometer

This issue of the Destination Investment Barometer focuses on the "Development of Urban Agglomerations in the Middle Reaches of the Yangtze River";14th Five-Year Plan”Release of Implementation Plan；UK、New Zealand、Japan and other overseas destinations have relaxed immigration controls。

First of all, let’s look at the “Development of Urban Agglomerations in the Middle Reaches of the Yangtze River” issued by the National Development and Reform Commission on March 15th.;14th Five-Year Plan”Implementation Plan” (hereinafter referred to as the “Plan”)。February 24，The "Plan" has been approved by the State Council，Clearly establish an important support for the development of the Yangtze River Economic Belt and the rise of the central region、An important growth pole for high-quality development in the country and an important urban agglomeration with international influence。

Public opinion generally agrees，The issuance of the "Plan" means that the urban agglomeration in the middle reaches of the Yangtze River has begun to rise to become a major national regional strategy，Following Beijing, Tianjin and Hebei、Yangtze River Delta、Greater Bay Area、After the Chengdu-Chongqing Economic Circle，China’s economy“The Fifth Pole”Coming soon。Public information display，The urban agglomeration in the middle reaches of the Yangtze River has a land area of ​​about 31.70,000 square kilometers，is the largest urban agglomeration in my country，Covering Hubei、Hunan、31 cities in 3 provinces of Jiangxi；Total resident population in 20201.300 million people，Second only to the Yangtze River Delta；GDP reaches 11.1 trillion yuan，About 9% of the country.3%。Overall view，The economic size of the urban agglomeration in the middle reaches of the Yangtze River，Higher than the Chengdu-Chongqing Double Circle as the fourth pole。

In recent years，&ldquo 188bet Online Sports Betting and Casino from multiple provinces and cities;Large area”、“Great Cultural Tourism”Mutual cooperation and collaboration，Towards a more intensive promotion period between active and passive。Specific to the cultural and tourism industry，“Mid triangle”There are realistic considerations for grouping together，Under the new pattern of internal circulation，Each destination expands domestic demand、Promoting consumption becomes more important and urgent，Promote destination in region、New combination of market, policy and other factors，Create new consumption points、Conversion channels，More positive，This corresponds to the increasing and stable market consumption share of peripheral travel。

On resource endowment，“Mid triangle”The cultural and tourism industries also have similarities。Jiangxi、Hunan and Hubei have previously stated that they will work together to develop infrastructure、Cultural Tourism、Industrial Innovation、In-depth cooperation in public services and other aspects，Establishment of the Tourism Industry Development Alliance for the Adjacent Areas of the Three Provinces in the Middle Reaches of the Yangtze River，Focus on building a cultural tourism linkage area with Tianyue Mufu Mountain in Hunan, Hubei and Jiangxi、Cooperation zone represented by Wulingshan Eco-tourism Demonstration Zone。Cultural resources，Red culture is the most prominent cultural resource advantage of the three provinces，The "Plan" focuses on promoting Jinggangshan、Protection and display in Hunan, Hubei and Jiangxi areas，Building Jiangxi、Hubei、Hunan Long March National Cultural Park，Discover and make good use of Wuhan、Shaoshan、Nanchang and other red resources，Promote the innovative development of red tourism。

Under the top-level design outline，“Mid triangle”Strategic level improvement，Policy、The frequency and intensity of resource support are expected to be more optimistic，It will also bring more possibilities for the development of the cultural tourism industry。The value effect of long-term development，Teaming together for warmth and mutually beneficial expansion in the short to medium term，are two of the main lines。But it is expected that we will also face many practical problems，There are objective constraints on integration，For example, data island、Administrative obstacles、Differences in interests, etc.，Higher level support or leadership beyond the region，It’s a way，But even so，So many problems to be solved、Length of time spent，Still not optimistic。What to look forward to，We must also face it。

Next, turn your attention to overseas destinations.

Recent，Many countries announced the relaxation of entry and exit restrictions，Including planned border opening，Increase the maximum number of immigrants，And exempting fully vaccinated arrivals from quarantine requirements。UK、Canada 188bet online sports betting and other countries have even canceled the nucleic acid test upon entry for fully vaccinated people。

More than two years since the outbreak of the new coronavirus，The tourism industry has suffered huge losses，A large number of relevant employees are unemployed，In many destinations where tourism is a pillar industry，The economy has been severely impacted，Stimulate rapid economic recovery。In order to attract foreign tourists、Stimulate rapid economic recovery，Many overseas destinations have previously launched travel bubbles、Vaccine Passport、Flight to no destination、Cruise and other measures to stimulate the recovery of the tourism industry，But the results are relatively limited。With the gradual promotion of vaccination，Many countries have gradually relaxed their immigration policies since last year。

Thanks to the relaxation of epidemic prevention restrictions，The rising demand for short-distance travel，The European travel market is recovering。According to data released by Eurostat， The total number of hotel room stays in EU countries increased by 27% year-on-year in 2021。Traditionally popular tourist countries such as Greece、Spain and Croatia are among the top gainers in this recovery，Two thirds of tourists come from within the EU。

Spain and Croatia are among the top gainers in this recovery，It has also put pressure on my country’s epidemic prevention and control policies and tourism development to a certain extent。Shrinking consumer market、Under the background of low corporate confidence，National unification of some measures for epidemic prevention and control、Flexibility of prevention and control policies、The need for moderate relaxation of the prevention and control environment is more urgent。The recent liberalization of the self-test policy，Adjustment of COVID-19 diagnosis and treatment plan，Reduce the cost of epidemic prevention and control for our country，Reduce the economic restrictions and impact of epidemic prevention，Brings more possibilities。

However, the epidemic is still a key factor affecting prevention and control policies and the recovery of the global tourism industry。Recent，WHO stated，Global new coronavirus cases begin to increase，There is still a long way to go before the end of the COVID-19 pandemic。His opinion，There are many factors leading to the increase in cases，Including the highly contagious Omicron virus and its sub-variant BA.The appearance of 2，and the lifting of public health and social measures。

Innovative cultural and tourism formats

This week’s innovation format focuses on a new type of accommodation operator.

Recently，WhyHotel, the next generation accommodation operator, announces US$90 million in financing，And change the brand name to Placemakr，The company has previously received US$37 million in financing。Recently obtained up to 7.US$500 million in non-debt financing commitments，Intended for acquisition of mixed apartment and 188bet Online Sports Betting and Casino hotel assets。Investors’ affirmation of the startup’s business model is evident。

Placemakr started as a pop-up hotel business，Later, the business will be expanded to hotel life。The listings on the Placemakr platform are divided into furnished and non-furnished apartments，Enter mixed operation，Guests can choose long-term or short-term rental，As short as one night，It can last for many years。The company calls its accommodation space，Achieving an overnight stay、Life and any function in between“Mixed community”。

Currently，Placemakr pop-up hotel has less than a third of its listings，Others are mainly long-term and short-term rentals。Last year，Company purchased a 313-unit condominium building in Nashville, Tennessee，Plans to rent out one-third of the house in non-furnished style，Others can be rented on a short- to medium-term basis after decoration by themselves。Most of the consumers of this type of housing are business travelers who have received intensive training，Higher value for money than staying in a hotel，And I won’t stay for a few years。

It’s not hard to see，In the field of accommodation，A possible development trend in the future is，It is possible to integrate short-term hotel stays with residential communities，Especially in urban markets，Mainly because this model can bring value to both business and consumers。

In tourism，The average profit margin of hotels is relatively high，This is also one of the main reasons why many innovative companies enter this field，Placemakr is a hotel platform model that mixes short-term rentals and long-term rentals，Not the first，It won’t be the last one。Under the circumstances that investors are so popular，This startup is in the hotel industry?“Innovative Rising Star”，Still pursuing“Greed to be great and seek perfection”，Needs further verification by the market。