These two days，I delivered a keynote speech titled "The Final Situation and Changes of China's Cultural Tourism Industry in 2023-2024" at the 30th anniversary celebration of the Guangdong Provincial Tourism Association，I hope to judge some changes in 2024 by reviewing some final results in 2023。Here to share with you some core ideas。First，I think the following points are the final outcome of China’s cultural tourism industry，The unchanged part。

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The degree of recovery of the unit price of tourism consumers at various major nodes in 2023 compared with the comparable caliber in 2019，Holiday data since May Day is 85%/84%/98%，The unit price of New Year’s Day travel (per capita travel expenditure) is 590 yuan，Only restored to 96% of 2019。——So the conclusion is very clear: tourism consumption level，Still not back to the level of 2019，And New Year’s Day is still a step back compared to National Day 188bet app download in 2023。This is the first foregone conclusion。

Inbound and outbound tourism: favorable policies continue, but the market recovers slowly

Since early 2023，Revolving around promoting the development of inbound and outbound tourism，Ministry of Culture and Tourism、Exit-Entry Administration、The Ministry of Foreign Affairs has introduced various measures to promote the development of the cultural tourism industry。

According to the report of China Tourism Academy，2023，The number of inbound and outbound tourists has recovered to 65% of 2019；International tourism revenue recovered to 59% of 2019 levels。The overall recovery of outbound tourism“Asia-Pacific First、Europe and America will follow、Blooming in many places”Features；The inbound and outbound market may take 4-5 quarters to return to the peak of the previous cycle。

Source: Photo Network

Consumption stratification is more obvious in the context of consumption downgrade

Travel lipstick economy，The role of placebo becomes more and more obvious；Consumption stratification is obvious: either high-end，Either save money，Consumption psychology becomes more rational。

The collapse of the old investment model，The investment logic of real estate, culture and tourism has completely collapsed，The end of the real estate + cultural tourism model

“Cultural Tourism + Real Estate”No matter how hard it is to make money，OCT A lost 3.3 billion in the first three quarters，The withdrawal of real estate and cultural tourism has left an investment 188bet sports betting app download vacuum，Decreased resource efficiency，Product upgrade is urgently needed、Operation improvement and consumption expansion，Fragmentation of cultural tourism content、Homogenization，Cultural tourism projects tend to become internet celebrities，Intensified traffic competition，Channel oligarchs gather。

Speech at the 30th anniversary celebration of the Guangdong Tourism Association

The rise of new customer groups for cultural tourism consumption，Pursue individuality、Customer groups that value experiential consumption are becoming mainstream

Present，The rise of new cultural and tourism consumer groups represented by Generation Z，Pursue individuality、Groups that value experiential consumption move towards the mainstream，This pair upgrades the traditional cultural tourism industry、Innovative products and service methods、Promoting the transformation of the industry towards innovation-driven development puts forward higher requirements，It will drive the cultural tourism consumption demand of the mass market gradually from low level to high quality and，Change in diversification direction。

”senior citizens”The aging of our society is intensifying。UN data forecast display，China’s elderly population will reach 2 by 2025.About 800 million，Accounting for nearly 20% of the total population。By 2050，The elderly population will exceed 4.800 million people，The proportion of the total population reached 36.5%。my country 188bet online sports betting will become the most aging country in the world，The elderly will have new space from products to supplies to services。

Data source: United Nations, National Bureau of Statistics

After talking about the final outcome, let’s talk about the changes.

Generally，I will mainly talk about three points regarding the changes: 1) The integration of culture and tourism needs to be empowered by technology；2) The era of revitalizing existing assets has arrived，City update requires traffic from host and guest sharing；3) Rural micro-resort requires space for new elements。

1、“Cultural Tourism + Everything”’s exploration is becoming more and more obvious，Cultural tourism + new traffic driver；Sports + Travel，Village Chao、Village BA、citywalk，New forms of concerts are likely to become hot topics again in 2024。

2、Cultural tourism + new scene construction；Urban industries plus new business formats, etc.。

3、Cultural Tourism + New IP Driver；IP brand empowers cultural, business and travel scenarios，For example, Dalian Botao Giant Bear Beibei，There are many new IPs that will reactivate city traffic。

Dalian Xiongdong Street IP“北北” Source: Botao Culture Official Account

4、Cultural Tourism + Old IP Activation；For example，“Erbin”Unlimited pampering“Little Potato”Northeast Tourism，became popular as“Top stream；Cultural tourism + potential of new people，Generation Z”Customer groups bring new species、New business format。

5、Cultural Tourism + 188bet Online Sports Betting and Casino New Investment Empowerment，New Energy Investment and Tourism，Rural revitalization investment plus cultural tourism，EOD investment and development models are springing up like mushrooms after a rain。Various new models of cultural tourism + investment will reshape the entire cultural tourism investment pattern，This also reflects the aftermath of the thunder in cultural tourism real estate，There is an urgent need for a batch of new investment models to fill the new space of cultural tourism。