China Tourism Industry will Show Six Development Tendencies

Source: Yuanyi Zhonglian

Capital competition for the cultural tourism industry

In the past 30 years, China’s average economic growth rate reached 7.4%, and China ranked the eighth in the list of global economies. Today, it becomes the second largest economy. In the future 10 years, China will be still an important engine for global economic development, and the tourism industry will be the most valuable industry for investment.

Why do we say it like this? This is because our country is entering the new phase on bilateral interaction and virtuous cycle for tourism consumer market and tourism investment element market; the space and potential for tourism investment are very huge. The tourism industry is one of larger global industries. Only depending on stock resources to carry out optimal configuration is not enough, and it is required to reply on the effective input of increment resources.

In the future 10 years, the large-scale non-tourism capital will join the tourism industry at a rapid pace, and cross-industrial investment tendency will be increasingly obvious. In addition, the acquisition and reorganization for tourism enterprises, as well as “going-out” pace will be accelerated. Tourism resources will be integrated deeply.

Trans-boundary integration for “tourism +”

 

Integration is an essential attribute of the tourism industry. The comprehensive feature of the tourism industry decides that, only depending on multiple industries can provide tourists with tourism products and services on transport, accommodation, food, tourism, shopping and recreation; the associated feature of the tourism industry offers the precondition for the integrated development of the tourism industry, and extends the space for the integrated development of the tourism industry. The comprehensive feature and associated feature of the tourism industry determine that, the tourism industry is the strategic industry with the most integrated development advantage in the national economy.

Tourism is a comprehensive industry, and an important driving force to promote the economic development. Tourism + is being continuously combined with different industries. During the period of the 13th Five-year Plan, “+” of major fields like tourism, national life, countryside, health and pension, will become a new hot spot for development.

From “resource + land” to “investment + feelings”

 

The era of mass tourism has arrived. Tourism is becoming the normalized life style of ordinary people. However, the current tourism products have the problem of “non-matching”.

Among current tourism products, the traditional product supply exceeds the demand, and the new-type product supply is not adequate to the demand; sightseeing products have the phenomenon of excessive supply; leisure, holiday, health maintenance and pension products are in short supply, to cause demand overflow, market overflow, investment overflow and benefit overflow, so the tourism industry urgently needs to promote the supply-side reform. In the traditional profit model dominated by resources and land increment, “invisible investment”, such as “small feelings”, starts to play an increasingly important role.

Therefore, in the future 10 years, tourism capital will focus on forging “feelings”, and tourism products will be strengthened in aspects like new model, new experience and people-oriented supporting facilities. Regardless of scale of project investment, it is required to pay attention to input of feelings.

Transformation from small tourism to big tourism

At the initial stage for the development of the tourism industry, the focus of development is mainly construction. Building scenic spots, scenic areas, restaurants and hotels is a development model of “scenic spot tourism”. However, at present, the tourism industry has entered a brand-new stage focusing on national tourism and self-driving tour. As the comprehensive industry, the tourism industry plays a wider role in the development of economic society, the responsibility of the tourism industry endowed by the times is obviously strengthened, the traditional scenic spot tourism model characterized by paying attention to scenic spots has not met the development needs of big tourism, and in China, many cities have begun to carry out exploration.

Simply speaking, “all-for-one tourism” is that a city is carried out planning and construction as a scenic area, to achieve the change from single industry to comprehensive industry, as well as the transformation from small tourism to big tourism, so as to finally realize a development model of all-for-one resources, overall layout, creation throughout the region, and national participation. From the perspective of the development situation of the current international and domestic tourism industry, all-for-one tourism has become the primary tendency for the development of the future tourism industry.

Obvious globalized tendency

 

China is a big country for tourism and consumption. But, building a strong tourism country also needs to promote the supply capacity of the country, so as to go out and participate in the international competition.

The period of the 13th Five-year Plan is a decisive phase for building a well-off society in an all-round way, as well as a critical period for comprehensively implementing “515 Strategy” in the tourism industry, promoting & deepening the reform of the tourism industry, improving quality and efficiency, and achieving the transformation from “preliminary well-off strong tourism country” to “all-round well-off strong tourism country”.

In the future 10 years, more international brands will accelerate the layout of China. The domestic tourism enterprise’s “going-out” pace will be quickened. The globalized tendency of China tourism industry will become more obvious. Therefore, China tourism enterprises shall be proactively blended into the international labor division system, become a middle link, accelerate the resource control from the channel to destination, and strive for speaking right of international labor division.

Tourism entrepreneurship and innovation have a brilliant future

The investigation result indicated that, from the global perspective, 69% tourists would plan new journey in 2016, and tourists at all ages would seek new tourist experience. In the future 10 years, with enriching of tourism experience, more and more citizens will generate interest in new-type travel modes, such as cruise ship, touring car, backpacking, and adventure tour. The new-type tourism needs will also boost the sustainable development of the tourism equipment manufacturing industry, and “entrepreneurship and innovation” will arouse new vitality of tourism market.

In conclusion, during the period of the “13th Five-year Plan” with rapid development of national economy, under the globalization background, the tourism policy may bring many benefits; the method and approach to integrate the tourism industry with other industries show diversification tendency; there are a lot of opportunities.

Thus, under subtle collision of many factors (like leisure wave, new-type town, real estate transformation, forging the cultural soft power, improving quality and efficiency in the aspect of economy, and beautiful China dream), the cultural tourism real estate will become a unique & important approach. With favorable climatic & geographical and human conditions, the cultural tourism real estate will face its development opportunity.

As the sunrise industry, the “cultural tourism industry” brings new opportunities to the traditional enterprise which urgently needs to be transformed. In the next 10 years, the enterprise missing the “cultural tourism industry” will miss an era!

The cultural tourism industry may be considered from “three regressions”

 

1. Regression to healthy life

The cultural tourism industry is combined with the health industry, to forge good products and services which have a sense of ecology, and are able to make people enjoy mental pleasure and experience healthy life, so that more people can experience the realm of “balance of the physical and psychological health, and harmony between human beings and nature”.

2. Regression to experience memory

In fact, the culture of a place or a nation is a kind of life culture. Just like art which is originated from life and higher than life, tourism leisure holiday experience shall also be originated from tradition and higher than tradition, come from a nation, and carry out promotion in the aspect of territory, so that it can meet the market needs of tourism leisure. The cultural tourism industry’s regression to experience memory needs to fully mobilize the functional senses of tourists.

3. Regression to cultural creativity

The core of cultural tourism is creativity. Culture is a soul of the cultural tourism industry. Only projects with abundant cultural creativity can attract consumer groups, to achieve the expected goal.

（Source: Yuanyi Zhonglian）