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The popularity of surrounding tourism is soaring, 'low density + high quality' scenic spots may become the winners of the 11th Golden Week

Date: 2020-09-03

Ecological resource scenic spots with rich experience content and live in are more popular with tourists and can recover faster.

At the beginning of this year, the sudden outbreak of the epidemic caused the tourism industry to fall into a trough, and tourist attractions inevitably suffered an impact. With the continued improvement of the epidemic prevention and control situation and the arrival of the summer vacation, the current limit ratio of scenic spots has been increased, and travel demand has gradually been released. The passenger flow of scenic spots, especially surrounding scenic spots, has risen sharply. The occupancy rate of guest rooms in some resort-style scenic spots in August even exceeded last year. Over the same period. Since the outbreak, how has the scenic spot responded to changes? Has there been a full recovery now? Industry insiders pointed out that the normalization of epidemic prevention and control is forcing "low density + high quality" to become the new normal in scenic spots. In addition, ecological resource scenic spots with rich experience content and can live in are more popular with tourists and can recover faster.

Search interest for parent-child travel around Beijing increased by 80% month-on-month

With the resumption of travel agency operations in many places, the tourism industry has gradually recovered, and the recovery of peripheral tours bears the brunt, which has also driven the popularity of tourist attractions around the city. During the Dragon Boat Festival, according to statistics from the Ministry of Culture and Tourism, the country received 48.809 million domestic tourists, a recovery of 50.9% year-on-year. Self-driving tours, tours around cities, and cultural and leisure tours have driven the orderly recovery of the tourism market.

On July 20, the emergency response level of Beijing's public health emergencies was adjusted to level three, the limit measures for tourist attractions were adjusted, and the number of tourists received was adjusted from 30% of the maximum carrying capacity to 50%. The further adjustment of tourist restrictions and the gradual restoration of tourism confidence will undoubtedly bring benefits to scenic spots, especially surrounding tourist spots. According to data from Mafengwo, the search interest for travel around Beijing in August increased by 22% compared with July, and the search interest for parent-child travel around Beijing increased by 80% compared with July. Among them, the most popular surrounding tourist attractions TOP5 are Baili Shanshui Gallery, Jinhai Lake Scenic Area, Gubei Water Town, Shidu Scenic Area and Longqing Gorge.

From the perspective of the types of popular scenic spots, outdoor scenic spots with natural scenery are still the dominant ones. At the same time, tourists have higher requirements for the quality and experience of travel. Ge Lei, vice president of the Tourism Marketing Branch of the China Tourism Association, pointed out that after the epidemic, people have become closer to mountains and rivers. Eco-tourism plays a significant role in releasing stress and restoring body and mind. Therefore, scenic spots with superior ecological resources will recover faster. At the same time, people also prefer scenic spots with rich experience content and can live in. Traditional eco-tourism is more limited to sightseeing, and the core of tourism consumption upgrade is "experience", which can provide unique, extreme, and interesting experience content The scenic spot will be more popular with tourists.

Taking Gubei Water Town as an example, after the resumption of inter-provincial tourism and the end of the high school entrance examination, the number of tourists in Gubei Water Town has gradually recovered since the end of July. The occupancy rate and revenue in August even exceeded the same period last year. According to statistics, the current tourist volume of Gubei Water Town scenic spot has recovered to more than 50% of the same period last year, of which the individual passenger market has recovered nearly 70%. The team market is affected by different local policies and the overall recovery is relatively slow, but from the recent overall booking The situation is also growing. In addition, the number of tourists staying in the scenic spot has recovered quickly, and the number of guest rooms has recovered to more than 95% of the same period last year, of which individual tourists have recovered to more than 80%. Throughout August, the occupancy rate of guest rooms on Saturday in the scenic spot was close to full.

The epidemic accelerates the construction of smart scenic spots

Nowadays, it has become a new habit of tourists to book tickets before travel, check body temperature after arriving at the scenic spot, and show health codes. The reservation system has also become a standard configuration in tourist attractions, and more modern and intelligent scenic service methods have also entered the public eye. For example, smart scenic spots such as one-click reservation, smart temperature measurement, electronic tickets, scan code payment, and big data analysis of tourists, although they existed before the epidemic, the epidemic has further accelerated the development of "technology + tourism".

In April this year, the Ministry of Culture and Tourism and the National Health Commission issued the "Notice on Doing a Good Job in the Prevention and Control of Epidemics and Safe and Orderly Opening of Tourist Attractions", which put forward specific requirements for the prevention and control of epidemics in tourist attractions in various regions. Including the use of information technology, the local "Internet + tourism" service platform should be used in areas where conditions permit, to promote "smart tourism", and make full use of modern technology in scenic spots reservation services, information release, flow control, diversion and diversion, security inspections, etc. The role of.

Ge Lei said that means such as appointments, current limiting, and time sharing are on the one hand the need for normalization of epidemic prevention and control; on the other hand, it is based on the need for consumption upgrades to help tourists improve travel convenience and enhance travel experience. means. These changes in scenic spots are not short-term emergency measures, and will become one of the development trends of smart scenic spots.

For the current scenic spots, making tourists comfortable is a long-term goal, but making tourists feel at ease is a rigid indicator. Strict implementation of prevention and control measures can also help scenic spots recover quickly after the epidemic. According to the introduction of Gubei Water Town, after the reopening of the scenic spot, the information intelligent system has been comprehensively upgraded. A series of "contactless" services such as online payment, scanning code entry, and audio guide are provided for tourists to quickly enter the park and sightseeing tours. It's convenient. In addition to daily disinfection and sterilization, Gubei Water Town has also done homework in optimizing the tour route to control the flow of people, secondary ultraviolet disinfection when staying in the guest room, and adding traditional summer health tea bags in the room, providing tourists with peace of mind to travel, live in peace, and relax. Guaranteed.

"Low-density + high-quality" scenic spots will be the winners of the 11th Golden Week

In order to promote tourism recovery, since this summer, many scenic spots across the country have set off an upsurge of price cuts and even free tickets. In August, 81 state-owned scenic spots in Shandong Province, including Mount Tai, Sankong, and the First Spring of the World, significantly reduced their ticket prices, some as low as 20%; more than 80% of all state-owned museums, industry museums, and non-state-owned museums in Xi’an It is free to the public, and the national 5A-level scenic spot Datang Furong Garden and Louguantai Eco-cultural Tourism Resort are implemented free of charge. From August 8 to the end of this year, including the 11th Golden Week, nearly 400 A-level tourist attractions in Hubei Province will be free of tickets for national tourists.

Ticket price reduction can play a certain role in promoting the resumption of scenic spots. Ge Lei said that for natural heritage and cultural heritage scenic spots, ticket price reduction is the general trend. In the long run, these tourism resources should become a public tourism product shared by the whole people. For scenic spots with commercial investment and operation, using ticket price reduction as a short-term marketing tool can stimulate the growth of passenger flow, but it should be noted that the premise of reducing ticket prices should be based on the improvement of the secondary consumption of the scenic spot. The ability to allow tourists to spend "willingly". The concept orientation of scenic spot management should shift from paying attention to the number of tourists to paying attention to the satisfaction of tourists, thereby increasing the unit price and repeat consumption rate.

It is understood that after the epidemic, the per capita consumer price of tourists in the Gubei Water Town scenic area has increased from 320 yuan to 491 yuan. Tourists’ stay time has been extended, and the proportion of tourists staying more than 2 nights has increased. Compared with the previous trend, travel agencies and group tours have also resumed opening, but they are still in the early stage.

As consumer demand for night tours increases, night tours are one of the means for scenic spots to keep tourists behind. For example, the Simatai Great Wall, which is backed by Gubei Water Town, is the first Great Wall in China to open night tours. At the foot of the Great Wall, you can take a boat night tour to the water town, watch hundreds of drones equipped with Kongming lanterns, show music, lights, and fountains. The integrated water dance show, etc., once became a check-in project in Gubei Water Town. In the night experience scene, in response to the characteristics of the season and the experience needs of summer parents and children, Gubei Water Town moved many dining places outside, opening the popular night market mode at the foot of the Great Wall, such as enjoying the cool, enjoying the scenery and enjoying food.

For the upcoming Golden Week of November, the scenic spots are already eager to try. At the same time that the ticket prices are reduced, various themed activities are already on the way. In the end, who can capture the hearts of tourists, industry insiders pointed out that it depends on who can implement the "low density" +High quality" model, who can really care about tourist satisfaction.