"Powder Rising": Three Problems To Be Solved In Guangdong Tourism

The "trans provincial Tour", which has been separated for a long time, has been officially released, bringing a little rain to the long drought tourism industry.

On July 19, the Department of culture and tourism of Guangdong Province issued a notice on the promotion of trans provincial tourism organized by travel agencies, proposing to resume the operation of trans provincial team tourism, and the maximum carrying capacity of scenic spots in the province can be increased from 30% to 50%.

In this context, the demand for cross provincial travel across the country has risen rapidly. Ctrip data shows that on the night when the restrictions on cross provincial travel were lifted, the search volume of each plate on the platform increased, especially the instantaneous search volume of domestic group tour and free travel increased to 500% before the opening up.

As for Guangdong, a big trans provincial tourism province, scenic spots in the major provinces will also usher in another important recovery opportunity after the epidemic, especially the sightseeing scenic spots and theme parks with high dependence on foreign tourists may take the lead to realize the rapid growth of passenger flow.

However, the opportunities are also full of challenges. In the development path of regional tourism, compared with Sichuan, Gansu, Inner Mongolia and other cities with unique natural scenery, or cultural ancient cities such as Xi'an, Beijing and Suzhou, Guangdong has neither natural scenery such as deserts and grasslands, nor well-known cultural landscapes such as the Forbidden City and terracotta warriors. How can Guangdong continue to cultivate in the national tourism competition Getting a place has become a new challenge.

On July 24, Wu Zhicai, director of the Guangdong tourism strategy and Policy Research Center of South China University of technology, told the 21st century economic reporter that although Guangdong seems to lack historical details from some aspects, if it skillfully develops its own unique geographical and scientific and cultural advantages, the tourism "boom" will not be inferior to other provinces and cities in China.

The problem of "rising powder": less natural scenery and shallow historical background

Guangdong's cultural and tourism industry has always been at the forefront of the country. With the release of the outline of the development plan for Guangdong, Hong Kong and Macao, the concept of "cultural Bay Area" and "leisure Bay Area" has been put forward. As soon as the concept of "leisure Bay Area" has been put forward, Guangdong has quickly launched the 144 hour visa free policy for foreigners, which has effectively promoted the process of regional tourism integration in Guangdong, Hong Kong and Macao, and helped the construction of "multi stop" tourism in Dawan district.

In recent years, Guangdong Province has been actively exploring the mode of global collaborative development in tourism industry. The guide to cultural tourism activities in Guangdong integrates information on cultural and tourism information to provide macro guidance for cultural and tourism consumption in the whole region. The launch of many activities such as the guide to the "four major museums" of public culture in Guangdong has continued this idea of global synergy. More online holographic cultural and tourism integration phenomena are also blooming everywhere The construction and sharing, full domain holography, has become one of the important highlights of Guangdong cultural and tourism reform.

In the development path from political cultural tourism oriented to economic cultural tourism oriented, Guangdong's cultural and tourism industry has made great progress, and its efficiency improvement rate is leading in the country, and has become a new economic growth point of Guangdong. In the face of 5g science and technology trend, Guangdong makes full use of its own technological and cultural advantages, organizes various forces to research and build a new mode of cultural and tourism consumption, and develops and operates cultural and tourism projects in a multi-level and three-dimensional way, which has attached a strong "science and technology +" label for the transformation of Guangdong culture and tourism in the new era.

However, behind the achievements, there are still some gaps and weaknesses in the deep integration development of Guangdong's culture and tourism compared with the advanced regions at home and abroad, and Guangdong's cultural and tourism industry is also facing some challenges.

In the mode of global coordinated development, the integration of different regions is not enough, and the cultural and tourism projects in urban areas are departmentalism, profit first and lack of overall situation consciousness, which leads to duplication of cultural and tourism projects and waste of some resources. Guangdong's cultural and tourism resources are unevenly distributed. Large cultural and tourism projects are concentrated in Guangzhou, Foshan, Dongguan, Zhuhai and other Bay Area cities, especially in the urban areas with weak economic strength, it is difficult to enjoy the same development resource treatment.

The development and operation of Guangdong's cultural and tourism industry is still in the stage of exploration and layout, a large number of excellent cultural and tourism projects are still in the stage of resource integration and holographic sharing, the mature multi-level operation and development of cultural products have not been implemented, the cultural and tourism consumption potential has not been fully stimulated, the huge economic efficiency of the cultural and tourism industry has not been fully released, and the management and development of cultural and tourism derivatives market needs to be enriched And perfection.

After the opening of inter provincial group tour, the tourism routes launched by each province can be divided into two directions: sightseeing route and historical research route.

Among them, the provinces that focus on sightseeing routes often have unique natural landscapes. Take Gansu Qingda Ring Road, which is the most popular tourist route at present, as an example. This route crosses Qinghai Province and Gansu Province. The whole journey is about 2600 kilometers. It will pass through many natural scenic spots including Mingsha mountain, Chaka Salt Lake, Qilian prairie, etc. it can be said that there are all kinds of mountains, rivers, lakes and seas.

Xi'an, Beijing and other historical and cultural ancient cities mainly focus on the cultural landscape and attract foreign tourists with their profound urban historical charm. Among the historical characteristic scenic spots of these cities, the most representative is the museum.

According to the report on the difficulty index of summer scenic spots published by meituan, two of the five most difficult to book in summer in China are located in Xi'an, namely the Qinshihuang Mausoleum Museum and the Xi'an Museum, two in Beijing, the Palace Museum, the National Museum of China, and one in Changsha.

However, compared with the top scenic spots in China, Guangdong's scenic spots do have some disadvantages in terms of natural scenery resources and historical details. Even some people in the industry believe that the weak historical background is the biggest bottleneck for the development and prosperity of Guangdong's cultural and tourism industry.

From the perspective of scenic spot income, according to the data of "Guangdong Province scenic spot industry development report (2017)", compared with the theme park, holiday leisure and other types of scenic spots, the revenue of Museum scenic spots in Guangdong Province has always been maintained at a low level, and the income of natural landscape scenic spots is not very prominent.

Therefore, from these two points of view, Guangdong scenic spots in the competition for cross provincial tourist flow, it seems that they are not very talented players. However, it does not mean that the tourists in the scenic area will withdraw.

Taking historical scenic spots as an example, although there is no "tall and high" cultural landscape such as Xi'an and Beijing as the base for the development of historical and cultural industry, Guangdong's historical scenic spots have gone out a development road with strong regional characteristics.

Wu Zhicai, a journalist, said that the economic development of China has experienced three stages in the 21st century.

The earliest stage took place in the 1980s in the scenic period, in this stage, such as cultural relics and other historical relics were excavated and exhibited, forming a primary historical and cultural scenic spot. In the 1990s, the integration of culture and tourism has entered the era of industrialization. At this time, a number of scenic spots represented by overseas Chinese town in Shenzhen took advantage of the advantages of real estate and cultural tourism to create an integrated circle of cultural tourism. From this stage, Guangdong's cultural and tourism integration development has been in the forefront of China.

In the 3.0 era of cultural and tourism integration and development and emphasis on cultural life, Guangdong's historical scenic spots have deeply integrated modern life style and urban memory, providing shared space for local tourists and foreign tourists, and driving passenger flow to cash in the way of "host guest combination".

Yongqingfang in Guangzhou is one of the representatives of this kind of historical scenic spot. In 2016, yongqingfang launched activities to upgrade the original buildings of the Republic of China, and added elements such as Cantonese Opera and folk art, Xiguan Da copper, Guangcai, Guangxiu and other elements to the scenic spot, so as to combine the market life with the cultural industry and drive tourists' consumption.

Since the reform and opening up in 1978, China's tourism industry has become a pillar industry of the national economy after more than 40 years of development, from the start-up to the comprehensive integration of the national strategy, from the dual task of economic and foreign affairs to meeting the increasingly rich spiritual and cultural needs of Chinese people, and from the first development of single field key areas to the overall development.

In 2019, the total tourism revenue will reach 6.63 trillion yuan, and the number of domestic tourists will reach 6.006 billion person times. The contribution rate of tourism industry to GDP will be 11.05%, which will absorb one tenth of the employment population in China. Cultural tourism is a pillar industry.

Guangdong is rich in tourism resources, but there are disadvantages in the development of marine industry. The picture shows wailingding Island, Zhuhai, Guangdong Province. IC photo

"Rising powder" advantage: thousands of islands and world-class Water Park

Although there are no famous mountains and rivers in Guangdong and there are inherent disadvantages in the development of cultural and tourism industry, Guangdong Province is rich in marine resources.

Previously, in an interview with the 21st century economic reporter, Liang Jianzhang, the co-founder and chairman of the board of directors of Ctrip, also said that compared with Jiangsu and Zhejiang, Guangdong has more coastal resources and has greater market potential.

Marine tourism is a tourism type with vacation as its core, including marine tourism, coastal tourism, island tourism and ocean tourism. The natural advantages of island tourism in Guangdong Province are prominent. The data show that the coastline in Guangdong Province is 8500 km, accounting for more than one third of the national coastline. There are 1134 islands, and there are many high-quality beaches and natural bathing beaches including Shili silver beach and Mawei island.

After years of development, Guangdong Island Scenic spots have formed a tourism model covering a variety of tourist groups.

Wu Zhicai said that among the various tourism modes of Guangdong Island Scenic spots, Nansha, Zhongshan, Zhuhai and other islands relying on yachts from Guangdong, Hong Kong and Macao, and a number of Island Scenic Spots focusing on sea sports and high-end resort hotels, represented by Fangji island in Maoming, are aimed at high-end customers both inside and outside the province.

From the perspective of China's high-end tourism group, the number of high-end tourists has exceeded US $100 million in 2019, which means that the number of tourists with a per capita income of more than US $100 million in 2019 has exceeded that of the middle-end tourist group.

At present, yacht travel in Guangdong is still in the initial stage of development for domestic yacht, but it is still in the domestic development stage. For the small island of Guangdong, it is not attractive for the tourists to surf and fish.

On the other hand, it is mainly for tourists to travel on the island. Taking Weizhou Island as an example, according to the price provided by meituan, the price of one-day tour with Weizhou Island is about 80-90 yuan, which is more affordable.

The opening of trans provincial tourism coincides with the peak season of summer tourism. The popularity of "water theme" products is high. In addition to the beautiful islands, Guangdong's water theme park is also a "good place to play with water" in the minds of many tourists.

According to the data, from 2013 to 2016, the annual tourist reception of Guangzhou Changlong water park ranked first in the industry for six consecutive years.

In order to attract the first batch of tourists after returning to work and production, Guangzhou Changlong water park upgraded the water youth electronic music party and launched a new theme amusement New Area "bubble water Castle" on May 29, before the midsummer. In addition, the price of water park will be reduced to 139 yuan / person.

Changlong's practice has attracted a large number of tourists. According to the report on the difficulty index of scenic spots in summer vacation released by meituan, the difficulty index of Guangzhou Changlong water park reaches 4.1, and it needs to make an appointment 4-5 days in advance.

"Rising powder" direction: Science and technology empowering cultural tourism

In addition to the advantages of marine resources, the label of "science and technology plus" is also a major advantage of scenic spots in Guangdong Province in the cross provincial tourism. Especially after the epidemic, under the guidance of intelligent development of culture and tourism, the mode of science and technology + culture and tourism may become the main direction of Guangdong's cultural and tourism industry to "powder up" in the future.

The combination of science and technology and tourism and technology is one of the two main characteristics of tourism industry in Guangdong.

In fact, in order to meet the sudden release of cultural and tourism consumption demand, many scenic spots in China have opened the "Night Tour" mode, trying to use gorgeous lighting technology to add charm to urban cultural tourism.

On June 1, the window of the world in Changsha held the theme activity of "summer courtesy - burning man's day to light Kaifu night life", which provided free sports equipment such as spray cans, fluorescent whistles, Ferris wheel and carousel.

The activity of window of the world in Changsha has proved that the "Night Tour" mode can indeed attract a large number of tourists. According to the report on the index of difficulty to book summer tourist attractions, the recovery rate of summer night tour in Changsha, a popular city of nightlife, ranks first in China. Tickets for window of the world in Changsha are the most "hard to book" tickets, which need to be reserved 3-4 days in advance.

In Guangdong's "Night Tour" mode, there are a number of light and shadow show brands more brilliant. Take the light and shadow show of lizhiwan scenic area in Lingnan cultural core area as an example. In 2019, Liwan · water curtain show began to perform. In that year, lizhiwan scenic spot was included in the Liwan sub venue of Guangzhou International Lighting festival for the first time, attracting 3.63 million tourists throughout the year.

In order to let the tourists who come to Liyun bay to enjoy the high level of the opera, they can make full use of the technology of "flying in Guangdong Province" to play the "double moon" drama.

In addition, Shenzhen Window of the world has also "lowered the brightness" and launched a new mode of night travel. There are more than 11 international festivals of fireworks and fireworks, including fireworks, lights, fireworks, etc.

As early as the cultural week of Foshan Museum in 2019, the digital museum exhibition hall was equipped with information technology such as audio navigation system, 8K HD VR panoramic photography, AR Museum, holographic naked eye 3D and H5 creative interaction.

Under the theme of "rich cultural relics in Guangdong Province" and "cultural relics on the sea", the theme of "cultural relics under the Silk Road" and "cultural relics on the sea" will be broken.

In the post epidemic era, under the normal situation of epidemic prevention and control, the intelligent cultural tourism without contact and appointment system will become the exploration direction of indoor scenic spots in the future. Therefore, the scientific and technological advantages of Guangdong indoor scenic spots may also make them more attractive in the competition of trans provincial tourism.

He Zao's observation of "He Zao's dream"?

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