Our reporter (chinatimes. net. cn) Wang Jing reports from Beijing
Recently, the news that some regions announced the cancellation of real name reservations for cultural and tourism venues and tourist attractions has attracted wide attention. On June 21, the Beijing Municipal Bureau of Culture and Tourism said that the summer tourism peak season is approaching. In order to continuously improve the basic services of tourist attractions, except for the Forbidden City, the National Expo and other tourist attractions and open units, the city's tourist attractions have completely cancelled the reservation requirements,
With the arrival of summer vacation, many regions have ushered in the peak tourist season. In order to attract tourists, local cultural and tourism departments and scenic spots have released "big moves" to boost consumption vitality through a series of measures, such as holding summer cultural and tourism promotion conferences, issuing cultural and tourism coupons, and so on. The cancellation of the ticket reservation system will undoubtedly further attract tourists and stimulate the consumption enthusiasm of the market.
According to the data released by several OTA platforms, the booking of summer tourism products this year is more popular than the same period in previous years, and the booking time is also ahead of the same period last year. According to the 2024 Summer Domestic Tourism Market Trend Report issued by Guangzhilv, a subsidiary of Lingnan Group, the peak of summer tourism in 2024 will come in the middle of July, and will fall back from August 17. The distribution of passenger flow will be more uniform, and it is generally expected that there will be three waves of small peak travel - mid July, early August, and mid August.
Looking forward to the summer cultural tourism market, Yuan Shuai, Executive Vice President of the Agricultural, Cultural and Tourism Industry Revitalization Research Institute of China Urban Development Research Institute, pointed out in an interview with the Huaxia Times that with the issuance of cultural tourism coupons and the arrival of summer tourism peak season, the cultural tourism market will usher in a new round of consumption boom. Tourists will be more willing to travel, and the vitality of the tourism market will be further released. At the same time, as the competition in the tourism market intensifies, more distinctive tourism products will be launched to meet the diversified needs of tourists.
Promote the convenience of entering the park, and cancel the real name reservation in many tourist attractions
"The facilitation of tourist sites is an important part of improving the tourist experience and improving the consumption environment, which mainly includes two aspects: payment facilitation and park entry facilitation." On March 29, the Ministry of Culture and Tourism pointed out in a regular press conference about the work related to improving the degree of inbound tourism facilitation.
Wu Kefeng, Deputy Director of the Department of Resource Development of the Ministry of Culture and Tourism, said: "In terms of facilitating access to the park, we will work from both online and offline channels to facilitate tourists to buy tickets and enter the park, and comprehensively improve the tourist experience of tourists. In terms of offline ticket purchase, it will promote all tourist attractions to retain manual windows, provide offline ticket purchase services for the elderly and inbound tourists, and meet the needs of tourists to the maximum extent. For offline ticket purchase, most scenic spots currently keep this window. "
In terms of online booking, we will promote the implementation of online booking and ticket purchase of tourist attractions to optimize the booking procedures, and promote the online booking procedures of key tourist attractions to provide English interfaces. If real name booking is required, foreign passports, foreigners' permanent residence identity cards, Hong Kong, Macao and Taiwan residents' travel to and from the mainland (mainland) passes, etc. will be included in the scope of identity documents approved for use. For scenic spots with large annual reservation space, no reservation will be made, and the collection of tourists' personal information will be reduced as much as possible.
On June 7, Suzhou Municipal Bureau of Culture, Radio, Film and Tourism announced on the official microblog that, in order to further promote the prosperity and development of the city's tourism industry, improve the quality and efficiency of scenic spot operations, and enhance the tourist experience of citizens and tourists, from that day on, except for some key scenic spots and museums, other A-level scenic spots, cultural venues, and religious venues in Suzhou will cancel real name reservations.
Specifically, except for the Suzhou Museum (No. 204, Dongbei Street, Gusu District, Suzhou), Humble Administrator's Garden, Lingering Garden, Tiger Hill, Lion Forest, Zhouzhuang Ancient Town, Tongli Ancient Town, Suzhou Paradise and other seven scenic spots, which still retain the real name reservation system, all other cultural venues, A-level scenic spots and religious venues in Suzhou will cancel the reservation and no longer require tourists to provide their names Personal information such as ID card number.
On June 10, the Shanghai Municipal Bureau of Culture and Tourism also announced that in addition to 8 popular places such as the Shanghai Museum and the Shanghai Children's Library, real name reservations are still required, and 21 popular places such as the Shanghai Oriental Pearl Radio and Television Tower, the Shanghai Planetarium, the Shanghai Museum of Nature and other popular places still need real name tickets, other A-level tourist attractions and art galleries More than 3000 cultural and tourism venues, such as museums, will continue to fully implement the free booking measures for visits. On the 21st, the Beijing Municipal Bureau of Culture and Tourism announced that, except for the Forbidden City, National Expo and other tourist attractions and open units, the city's tourist attractions have completely cancelled the reservation requirements.
The timely cancellation of real name reservation system not only improves the convenience of tourists' visit, meets the needs of different tourists, but also effectively protects tourists' privacy. At the same time, this move is also of great benefit to the development of the tourism industry, especially in the peak tourist season, which can attract more tourists and inject new vitality into the rapid recovery and sustainable development of the tourism industry. Moreover, the cancellation of the reservation system helps to balance the tourist flow and avoid resource runs caused by reservation restrictions. In addition, scenic spot managers can flexibly respond to changes in market demand based on real-time tourist flow and scenic spot carrying capacity, improving operational efficiency.
Consumption voucher leverages the vitality of the city
At the same time, in the first half of 2024, local governments and tourism departments have taken measures to issue consumption vouchers. Taking the "May 19 China Tourism Day" as an opportunity, more than 6300 people benefiting measures in seven categories were launched across the country, and a total of more than 100 million consumer coupons were issued, including preferential measures such as price reduction and free for scenic spots, and preferential activities such as discount and free for tourism enterprises.
At 10:00 a.m. on June 24, the 2024 "Changyou Lu'an Huidong Consumption" cultural and tourism coupon with a total capital of 2 million yuan was officially issued. In addition, Hefei Culture and Tourism Bureau of Anhui Province launched the first round of Hefei cultural and tourism coupons in 2024, totaling 6 million yuan, covering many use scenarios such as beautiful scenery, beautiful accommodation and delicious food; Chuzhou Culture and Tourism Bureau launched the "520" Anhui Culture and Tourism Consumption Season, and issued cultural and tourism consumption vouchers of 5 million yuan to Chuzhou citizens and tourists across the country; Baohe District of Hefei City issued "Several Policies of Baohe District to Promote the Upgrading of Cultural and Tourism Consumption", and allocated a total of 10 million yuan of special funds for cultural and tourism consumption promotion from three major aspects, namely, innovating cultural and tourism consumption scenes, issuing cultural and tourism consumer coupons, and increasing the promotion of cultural and tourism in Baohe, including 3 million yuan of cultural and tourism consumer coupons.
In Chengdu, starting from June 15, Chengdu plans to issue 30 million yuan cultural tourism coupons in two batches on six platforms, including online platform tourist attractions, tourist routes, hotel accommodation, entry air tickets and offline tourism commodities, to further promote cultural tourism consumption during the Dragon Boat Festival and summer vacation.
From February 23, Yuhang District of Hangzhou City has issued cultural and tourism coupons of "Holy Land of Civilization, Hi Tour Yuhang" with a total amount of 5 million yuan to Hangzhou citizens and tourists from all over the country, covering more than 40 hotels and scenic spots in the district.
Chen Yanyi, the chief marketing officer of Siyide and a senior Internet brand marketing expert, said in an interview with the Huaxia Times: "In terms of stimulating the cultural and tourism sector, cultural and tourism coupons can indeed directly drive consumption and also activate economic vitality in a deeper level."
Chen Yanyi further pointed out that the consumption voucher directly stimulated the related expenditure of tickets, accommodation and catering by reducing the cost of tourism consumption. This kind of immediate consumption growth at the beginning of distribution is really helpful to alleviate the pressure of the tourism industry in the off-season or economic downturn, and promote the growth of the income of scenic spots and businesses. Indirectly, it can drive a wider range of economic activities, thus enhancing the economic vitality of the region, driving the employment of related service industries, and forming a double cycle of economic and social benefits.
Chen Yanyi also analyzed and said: "Summer vacation has always been the peak season for cultural tourism, but it is not enough for consumers to directly link their destinations with consumption vouchers alone. More needs cultural tourism related publicity and cooperation, plus the endorsement of consumption vouchers, which will bring consumers an explicit and implied destination impact, so that consumers can directly choose the place where we issue consumption vouchers. The safety and personalization in summer will become the mainstream trend, especially the products that people are generally pursuing niche attractions will be favored. In addition to the current AI and eye-catching promotion methods, the popularity of smart tourism will also improve the overall experience of tourists. "
"Cultural tourism consumption vouchers are an effective tool to promote the recovery of the economy and tourism, but they need to be continuously optimized and coordinated with many parties to achieve long-term positive impact." From the perspective of policy assistance, Chen Yanyi believes that the government should provide long-term support in upgrading tourism infrastructure, improving the environment of scenic spots and improving service quality to ensure the sustainable development of tourism. Especially for family users who travel in the summer vacation, they pay special attention to the local nature experience style scenic spot products, but often the service and quality in these places are not up to par, leading many families to not know about these places or flinch from them. They hope to strengthen cross sectoral cooperation through policy support and emphasis to ensure the convenience and effectiveness of the use of consumer vouchers, At the same time, encourage the participation of commercial and financial institutions to expand the influence of policies.
Editor in charge: Xu Yunxi Editor in chief: Gong Peijia
