Beijing News Shell Financial News (reporter Zheng Yijia) On January 20, the State Council issued the "14th Five-Year Plan" Tourism Development Plan (hereinafter referred to as the "Planning"). Compared with the past, the "Planning" has many bright spots such as emphasizing the high-quality development of tourism, promoting inbound tourism in a step-by-step and orderly manner, and steadily developing outbound tourism. Under the background of normalization of epidemic prevention and control, how do industry insiders interpret the "Plan"?
With the theme of high-quality development, there is no longer any emphasis on digital growth rates
In the eyes of industry insiders, one of the highlights of the "Planning" is to pay more attention to high-quality development. The "Planning" clearly requires that the theme of promoting the high-quality development of the tourism industry is to deepen the structural reform of the supply side of the tourism industry as the main line. At the same time, during the "14th Five-Year Plan" period, the mainland will fully enter the era of mass tourism, and the development of tourism is still in a period of important strategic opportunities, but there are new development changes in both opportunities and challenges, among which, after entering a new stage of development, the tourism industry is facing new requirements for high-quality development.
"In the past planning, speed and quality were often emphasized at the same time, and specific targets such as annual growth rate and total revenue were set as important contents. But in the "Planning", these figures are no longer mentioned, which is a big difference. Wang Xingbin, a senior tourism expert, said.
For example, the "13th Five-Year Plan" Tourism Development Plan has put forward specific targets such as an average annual growth rate of about 10% for urban and rural residents, an average annual growth rate of more than 11% in total tourism revenue, and an average annual growth rate of more than 14% for tourism direct investment. In the development goals of the "Planning", there is no similar quantitative information, but it is required that by 2025, the level of tourism development will continue to improve, the modern tourism system will be more sound, the effective supply, high-quality supply and flexible supply of tourism will be more abundant, and the consumption demand of mass tourism will be better met. The foundation of epidemic prevention and control has become more solid, and scientific and accurate prevention and control requirements have been fully implemented in the tourism industry.
"There are two reasons behind this. First, after the reform and opening up, the domestic tourism industry has maintained rapid development for a long time, and the development to the current stage should indeed no longer emphasize quantity, but should turn to quality. At present, the party and the state have emphasized the general tone of seeking progress in stability for the development of the 14th Five-Year Plan, and the requirements of tourism are also in line with the general tone. Wang Xingbin said, "Second, in the context of the normalization of epidemic prevention and control, innovation and promotion of domestic tourism has become the trend of the times." In the past, the quality of domestic tourism products was relatively uneven, and in the context of the return of overseas tourism consumption, the high-quality development of domestic tourism was a hard demand. ”
Zhang Lingyun, a professor at Beijing Second Chinese College, also said: "In the basic principles of the '13th Five-Year Plan' Tourism Development Plan, the third article is to adhere to innovation-driven, and in the "Planning", it is supplemented as 'adhere to innovation-driven and high-quality development'. There are many innovative means now, but some are hyping up concepts. We encourage innovation, which needs to be truly implemented in the essence of high-quality development. Innovation is for high-quality development, high-quality development, how to encourage innovation in the future, I think it is also principled, not to say that there is a little change, play a little new tricks even if it is innovative. ”
Promote inbound tourism in a step-by-step and orderly manner, and steadily develop outbound tourism
In the context of the normalization of epidemic prevention and control, another issue that has attracted the attention of the tourism industry, the opening up of outbound and inbound tourism, has also been responded to in the Plan. The "Plan" points out that under the premise of effective control of the global covid-19 epidemic, relying on the advantages of the mainland's strong tourism market, coordinating the domestic and international markets, promoting inbound tourism in a step-by-step and orderly manner, steadily developing outbound tourism, and continuously promoting tourism exchanges and cooperation.
Cheng Chaogong, chief researcher of Tongcheng Research Institute, said: "In terms of inbound tourism, the "Planning" proposes to build an epidemic prevention docking mechanism with the source of tourists, and for the first time clearly proposes to take strong measures to promote the development of inbound tourism. Expand opening up, highlight cultural self-confidence, build a tourism power, the development of inbound tourism is the key, without a strong inbound tourism market, our tourism industry has lost a very important position in international competition. In terms of outbound tourism, practitioners have at least seen the basic roadmap for orderly opening up in the future period in the "Plan". In addition, the "Planning" for the first time proposes to encourage domestic tourism enterprises to follow Chinese tourists to go global, build a service network with domestic outbound tourists as the service object, and better cope with the new trend of outbound tourism consumption in the era of independent travel. ”
"Under the unstable situation of the world epidemic, the reference to inbound and outbound tourism is 'promoting inbound tourism in a step-by-step and orderly manner and steadily developing outbound tourism', which is quite stable." Wang Xingbin said.
On the other hand, in the view of industry insiders, the focus of the "Planning" on the three major tourism markets of domestic tourism, outbound tourism and inbound tourism has also changed. "In the past, what was advocated was the coordinated and balanced development of the three major markets, but this time it has changed to innovate and enhance domestic tourism, promote inbound tourism in a step-by-step and orderly manner, and steadily develop outbound tourism." Zhong Hui, chairman of Shangyouhui Cultural Tourism, said.
Compared with the past, the "Planning" is more detailed in detail. In the expert interpretation and seminar of the "14th Five-Year Plan" Tourism Development Plan of the China Tourism Research Institute, Zhou Wentao, vice president of Jingyu Donkey Mother Group and general manager of Qichuang Company, said: "From the entire "Planning", we see a sustainable, pragmatic and future-oriented guidance, which not only covers the direction undertaken by each province in its own planning, but also leaves a lot of space for deepening according to the actual situation, which is rare in the past, pointing out some linear suggestions. The focus of the next stage of development of tourism enterprises is proposed. ”
Zhong Hui agreed: "The "Planning" is very detailed throughout, the original is mostly a programmatic document, this time mentioned more specific content, such as how to carry out red tourism, tourism and rural revitalization, tourism and tangible cultural heritage and intangible cultural heritage relationship, as well as ice and snow tourism, night economy, etc., both strategic guidance, but also a certain field of vertical content. It also mentioned some points that can go deep into the front line and can be landed, such as the transformation of travel agencies and the revision of tourism-related laws and regulations in a timely manner as needed. In addition, the emphasis on the integration and development of tourism and culture, science and technology, sports, ecology and other fields is also a major highlight. ”
In addition, the "Planning" clearly points out that it is necessary to strengthen, optimize and expand backbone tourism enterprises, steadily promote strategic mergers and acquisitions and reorganizations and large-scale, branding and networked operations, and cultivate a number of large tourism groups and tourism enterprises with international influence. Support travel agencies to develop in the direction of "specialization, specialization and innovation", and realize the transformation of travel agency operations to modern, intensive and efficient.
In the face of new requirements, tourism enterprises are also actively preparing to cope with new development opportunities and challenges. Wu Jinmei, deputy general manager of BTG Group, said that during the "14th Five-Year Plan" period, BTG group carried out the overall strategic layout of "5+1+1", with five business segments of entertainment, commerce, travel, accommodation, catering, plus content and services. "For example, Universal Beijing Resort is not only a scenic spot, but also can help drive the construction of Beijing's urban sub-center, and will also open a chapter in the '14th Five-Year Plan'." The "Planning" proposes to cultivate a number of large tourism groups and tourism enterprises with international influence, which I think is also the goal proposed for BTG. ”
Luo Haijing, assistant to the president of CYTS Holdings, said that it is necessary to connect the company's planning with the relevant national planning and the "14th Five-Year Plan" tourism development plan. It is necessary to fulfill the responsibilities of central enterprises, combine the format of CYTS, strive to create world-class scenic spots and resorts, and continue to lay out ecological priorities and digital economy to strengthen talent construction.
Proofread by Li Ming
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