Editor's note
In 2023, Guizhou will focus on the three major elements of resources, tourist sources and services, take advantage of the momentum, make up for weaknesses, expand consumption with tourism as the focus, further promote the integration of culture and tourism, accelerate the high-quality development of tourism, and strive to build a world-class tourist destination. From January to October this year, the number of tourists received, tourism income, and per capita consumption of tourists in the province were 112.5%, 119.6%, and 106.3% of the same period in 2019, respectively, and the tourism industry showed a strong momentum of accelerating the recovery of growth.
Tianyan News and Culture Channel specially planned the "2023 Tourism Year-end Inventory", reflecting the vivid practice of continuously improving the tourism attractiveness and industrial competitiveness of Guizhou this year.
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Since the beginning of this year, Guizhou has expanded the market through the integration of business formats, and has taken many measures to promote tourism "not weak in the off-season" and "more prosperous in the peak season", not only launching a variety of themed tourism products and routes in different seasons, but also introducing preferential policies such as "two exemptions and two halves" and "one more, two reductions and three exemptions" according to local conditions. While the domestic tourism market is showing a strong momentum of accelerating the recovery of growth, with the favorable entry policy, Guizhou's inbound tourism is also heating up, not only opening international routes to and from Hong Kong and Macao, but also relevant tourism agencies and units are also taking frequent actions. State-owned tourism enterprises have set up their marketing centers in Shanghai, Guangzhou, and even overseas to make every effort to open up source markets; private travel agencies have actively sought cooperation in overseas markets and raised funds to set up branch offices.
"Magician": Based on local resources, grasp the cultural tourism outlet
Since the beginning of this year, live-action scripted entertainment is bringing fire to the city micro-travel. In Guiyang, immersive urban travel products such as Jiaxiu Building's "The Hero of Yanbo Jiaxiu History" developed by "Magic Guest", "Bloody Youth" of the Guiyang Office of the Eighth Route Army, "Red Code" of Radio Street, "Looking for Wang Yangming" of Yangming Temple, and "The Disappearing Cinnabar King" of Guizhou Geological Museum have been selected for the "Cool Guiyang New Gameplay" activity released by the Guiyang Municipal Bureau of Culture and Tourism.
Tourists experience immersive cultural tourism products. Courtesy of "Magician".
As a new cultural tourism project founded by the Guizhou Magic Wand Tour Guide Service Center, the main creative team of "Moke" is actually a group of tour guides. "Affected by the epidemic, the demand of tourists in the first two years was mainly concentrated in the vicinity of the city, but the matching tourism products were not rich enough, and there was a lack of immersive experience products that young people and modern urbanites paid attention to. After carefully analyzing the market, Lu Yuxuan, the person in charge of the Guizhou Magic Wand Tour Guide Service Center and the national gold medal tour guide, quickly crossed the script entertainment industry with a group of tourism industry insiders, hoping to inject new vitality into scenic spots, restaurants, hotels, and commercial complexes in the way of "script entertainment + cultural tourism".
In April this year, during the 17th Guizhou Tourism Industry Development Conference, the Immersive Cultural Tourism Innovation Laboratory was established. As the lead unit, the Guizhou Magic Wand Tour Guide Service Center will be committed to building a platform for experimental incubation, project implementation and industrial development of Guizhou's immersive cultural tourism.
Guizhou Tianyue Group: Keep an eye on the market and play a good "first move"
In 2023, with the strong recovery of the province's tourism market, the number of tour groups in Guizhou Tianyue has reached 110% of the annual group volume in 2019.
"Although we are still focusing on group tours, the proportion of individual tourists such as self-guided tours, small package tours, and self-driving tours has increased significantly. Yang Gaofeng, chairman of Guizhou Tianyue Group, told reporters that for this kind of group, the group actively adjusts its business model, through enriching the product structure, providing single (combinable), personalized, small package and other services, such as only providing tickets, chartered cars, hotels, etc. to improve the flexibility of products, and launch popular products such as "Xijiang + Travel Photography", "Huangguoshu + Night Tour", "Small Seven Holes + Cave Camping".
Tourists take makeup in Xijiang to experience the costumes of ethnic minorities. Photo by Wu Xianyan
After more than 20 years of accumulation, Guizhou Tianyue Group actively responds to the development of Guizhou's tourism industrialization, strives to play a good market "first move", continuously expands and enriches the business system by extending the industrial chain, involving hotel management, scenic spots and other fields, and actively plans to set up branches in key source provinces to increase customer acquisition.
In addition, Guizhou Tianyue Group has a layout in overseas markets. "Singapore has a small land area and a high degree of population concentration, so it can leverage the market at a very small cost. Yang Gaofeng said that no matter from the perspective of climate or natural ethnic culture, China's Guizhou and Singapore's tourism resources are very complementary. As the "crossroads" of transportation, economic and trade exchanges in Southeast Asia, Yang Gaofeng hopes to leverage the entire Southeast Asian market through the Singapore tourism market.
Guizhou Travels the World: Build a new immersive scene to enhance the fun of the journey
In the selection of the "2023 Guizhou Cultural Tourism Product Creative Competition", Guizhou Huiyou Tianxia International Travel Service Co., Ltd.'s product "Pinfei Colorful Guizhou Style" was successfully shortlisted for the list of "New Formats and New Ways to Play - New Cultural Experience".
According to Liu Liqun, general manager of Guizhou Huiyou Tianxia International Travel Service, the product relies on the core natural landscape of Guizhou, integrates the essence of Guizhou's colorful ethnic culture, and builds a new immersive experience scene of cultural tourism through the in-depth cooperation between Guizhou Huiyou Tianxia and cultural performances, cultural tourism towns, theme blocks, and ethnic minority characteristic villages, so that tourists can have a different new feeling of Guizhou culture and enhance tourists' experience and satisfaction.
Huiyou Tianxia "Pinfei • Colorful Guizhou Style" products provide tourists with "double ambassador" services.
In terms of tour guide services, Huiyou World breaks the tradition, on the one hand, it has innovatively designed the "double ambassador" service, that is, "tourism ambassador + cultural ambassador", through the combination of the vivid explanation of the "tourism ambassador" and the substitutional interaction of the "cultural ambassador", in the regular tour guide service, the emotional service is integrated into the emotional service to enhance the emotional resonance of tourists in the scene; "The grass and trees of the tourist destination establish an intimate connection with the tourists, allowing them to see, hear, study, Xi and play, making the travel process more interesting. Liu Liqun said.
It is understood that the "Pinfei Colorful Guizhou Style" product has been on the market since April this year, and up to now, a total of 2,571 customers have been received, achieving cumulative sales of 5.014 million yuan, and the market response is good, "This also shows that tourists feel the sincerity of our efforts to make products and improve services," Liu Liqun said.
Curated by Huang Wei and Cao Wen
Text/Guizhou Daily Tianyan News reporter Cao Wen Liu Lichao
Masthead design / Zhao Yi
Photo courtesy of the interviewed companies
Editor/Zhao Shanshan
Second Instance/Yao Man
Third Trial/Huang Wei