2022年1月20日

Shanghai Tourism Festival reflects the new changes of China’s tourism industry

Shanghai, Jiangsu, Zhejiang and Anhui cooperated online and offline interaction for the first time

Shanghai Tourism Festival reflects the new changes of China’s tourism industry

The 31st Shanghai Tourism Festival kicked off on Sunday evening. Against the backdrop of the normalization of epidemic prevention and control, the improvement of the quality of residents’ consumption demand, the integrated development of culture and tourism, and the high-quality integration of the Yangtze River Delta, Shanghai Tourism Festival this year has carried out a number of innovations. For the first time, Shanghai, Jiangsu, Zhejiang and Anhui provinces jointly held the festival, with online and offline interaction, presenting a wonderful feast of culture and tourism for citizens and tourists.

The tourism economy picked up speed

“Since the COVID-19 outbreak, a family has not ‘officially’ traveled. The Shanghai Tourism Festival is coming as scheduled. People can enjoy a variety of cultural tourism experiences right at their doorstep, which is really a great relief!” “Said Shanghai resident Lili Zhou.

Reporters have learned that from September 12 to September 27, during the current tourism festival, Shanghai will launch 102 boutique routes and products, districts, enterprises will launch 156 activities. Shanghai will revolve around the “new mode, new experiences, new space”, and introduce a batch of high quality tour product, released a roaming the city of fine lines, to carry out a batch of rich content, strong participatory activities, the theme of the content covers the huangpu river of red tourism, sightseeing, tourism, country parks at night swim, online tour, etc., and promote the text brigade, commerce, agriculture, sports, industrial linkage.

He Jianmin, a professor from Shanghai University of Finance and Economics, analyzed that Shanghai held the tourism festival in September as scheduled in a personalized, high-quality and reservation mode, which not only showed that China has made significant strategic achievements in the fight against COVID-19, but also benefited from China’s promotion of the construction of all-around tourism destinations. “The development of ‘citizens are tourists, cities are beautiful scenery’ of all-area tourism, is the implementation of the important concept of ‘people’s city built by people, people’s city for people’ concrete measures.”

At the same time of the opening of the Shanghai Tourism Festival, Nanjing Road, which completed the expansion project, made a new appearance. Elders reminisce about the past, young people enjoy 5G data, eat desserts and visit street fashion exhibitions, and Chinese and foreign tourists linger. The industry believes that Nanjing Road Pedestrian Street East will effectively promote tourism consumption.

Looking at the whole country, China’s residents tourism consumption demand, tourism economy is accelerating recovery. According to the China Domestic Tourism Development Report 2020 released by the China Tourism Academy, 80.22% of Chinese tourists intend to travel in the third quarter, a recovery of about 90% from the same period last year. Nearly 60 percent of travel agencies returned to work, and more than 95 percent expressed confidence in the future of their business. More than 90 percent of hotels and scenic spots have returned to work.

The report predicts that in the second half of 2020, the domestic tourism economy will run “relatively optimistic” and the tourism market will show a W-shaped recovery. The domestic market is the basic support for tourism revitalization when the epidemic is normal, and the new features of the industry will help the high-quality development of tourism.

Cultural and tourism integration online and offline to deepen interaction

Wang Ke, who was born in the 1990s and used to be fond of long-distance travel, has become obsessed with local in-depth travel this year. He has different experiences of “food, accommodation, travel, shopping and entertainment” in various urban areas of Shanghai. More than 1,000 “readable buildings” in Shanghai have been opened in an orderly manner, and cultural and creative areas are emerging one after another. During the epidemic, rich cultural experience activities were added on the local living platform, and the tourism platform brought goods for agricultural products from all over the country… “Travel used to be a holiday benefit, but now tourism and leisure have been integrated into daily life consumption.” Walker said.

According to industry analysis, for more and more residents, tourism is the standard of a well-off life, the rigid need for a better life, and the symbol of a quality life, which also promotes the accelerated linkage of business, tourism, sports and other industries.

Special investigation by China Tourism Academy shows that at present, the trend of daily cultural consumption of domestic residents is significant, with cultural leisure consumption at weekends accounting for 60.03%, while only 9.82% during holidays. Residents’ cultural consumption demand is still strong in the future, and the cultural consumption expenditure is expected to continue to grow. According to the data, 62.44 percent of respondents said they would increase local cultural experiences, while 57.64 percent said they would increase spending on cultural consumption.

In this year’s tourism festival activities, cultural and tourism integration is more obvious. According to the introduction by relevant officials of Shanghai Municipal Culture and Tourism Bureau, since 2018, six central districts of Shanghai, including Huangpu, Jing ‘an, Xuhui, Changning, Hongkou and Yangpu, have taken the lead in carrying out activities related to “Building Reading”. Since the beginning of this year, the preservation and revitalization of historic buildings with the theme of “building readability” and the opening to the outside world activities have been comprehensively promoted in the city.

At the same time, online and offline interaction has deepened. This year, for the first time, the Shanghai Tourism Festival set up a “cloud tourism” platform, and mobilized the resources of cultural and tourism platforms and traffic enterprises to achieve in-depth online and offline interaction.

“Shanghai holds tourism festival activities to build a big platform, and enterprises actively participate in and expand the connotation of ‘tourism +’. The fundamental motivation is to meet the needs of the people for tourism and leisure, and activate the autumn consumption market.” “Said Cheng Meihong, deputy director of the Shanghai Municipal Culture and Tourism Bureau.

Yangtze River Delta with “xing tourism” regional integration accelerated

This year, for the first time, Shanghai Tourism Festival is jointly organized by Shanghai, Jiangsu, Zhejiang and Anhui provinces. Sub-venue and special cultural and tourism activities are launched simultaneously in Nantong, Wenzhou and Huangshan. For example, Shanghai Metropolitan Travel Card Co., Ltd. will launch “99 to play a city leisurely tour of the Yangtze River Delta” cultural travel products, the first batch of 17 cities in the Yangtze River Delta “99” special discount annual travel tickets; In the future, the Pass cultural tourism products in the Yangtze River Delta will be further upgraded to achieve the “same city treatment” for the cultural tourism industry in the Yangtze River Delta region.

During the Shanghai Tourism Festival, various districts and enterprises in Shanghai will launch a series of themed activities centered on the integrated development of the Yangtze River Delta. For example, “Jiangnan Food Festival”, “Modu Model Young”, 2020 Youth Tourism Experience Grand Prize, and 2020 Big World “Tradition” themed activities, etc.

Wang Zhe, who comes from Anhui province, not only ate his hometown snacks such as hairy tofu and kudos, but also tasted taro dumplings and steamed buns from more than 10 cities in the Yangtze River Delta during the “Jiangnan Food Festival” in Shanghai Jinjiang Paradise. To further enrich his appetite, he plans to visit Yangzhou during his upcoming National Day holiday.

“In the normal stage of epidemic prevention and control, people increasingly like to enjoy the scenery and experience the beauty of daily life together with their families. People’s demand for tourism around the region is increasing, creating greater opportunities for regional cultural and tourism development.” “Said Dai Bin, president of the China Tourism Academy.

Since 2019, the integrated development of cultural and tourism in the Yangtze River Delta has accelerated. Shanghai wen brigade neighboring departments have signed the Shanghai culture and tourism three neighboring provinces and one city hall (bureau) jointly promote the Yangtze river delta culture and tourism development strategy of high quality cooperation framework agreement, in the form of strategic alliance, materialization work mechanism, push the way of the key projects, to further deepen the culture and the Yangtze river delta tourism cooperation and coordinated development.

Industry analysis shows that in the normal stage of epidemic prevention and control, short-distance travel, peripheral travel and tourism within specific regions have become the mainstream of the tourism market, and tourism cooperation between different regions in the Yangtze River Delta region is more important.

In under the guidance of culture and tourism, Shanghai, jiangsu, zhejiang and anhui province administrative department of culture and tourism jointly established on September 12, “Yangtze river delta tourism promotion alliance”, through the joint marketing planning, organizing domestic and overseas tourism market, promote the overall tourism image resources, Yangtze river delta to create publicity fronts and platform, makes the Yangtze river delta regional tourism brand and tourist route, promoting regional tourism consumption interaction, further activate the long triangle area text brigade and related consumption of energy and potential.

Cheng Hong, deputy mayor of Huangshan Municipal People’s Government, said that the inbound and outbound tourism market is still in the doldrums, but cities in the Yangtze River Delta have taken up their own “long board” to promote urban tourism model innovation, which will not only inject confidence and provide intellectual support to the recovery of global tourism, but also lay a more solid foundation for promoting cultural exchanges among countries. (Journalist Chen Aiping)

Leave a Reply

Your email address will not be published. Required fields are marked *

Scroll Up