Create a steady stream of new cultural and tourism traffic

Recently, listed tourism companies have successively released their 2023 annual reports. Most companies have turned their net profits back from losses to profits, and many companies have also experienced substantial growth. Behind the outstanding performance is the strong endogenous driving force of China's tourism economy and the people's determined pursuit of a better life.

At present, tourism has become a hard-core force that serves a better life, promotes economic development, builds a spiritual home, displays the image of China, and enhances mutual learning among civilizations. Listed tourism companies, as the “star team” among tourism companies, are the “main force” of the cultural tourism economy. my country's existing listed tourism companies are widely distributed in scenic spots, hotels, performing arts, parks, equipment, design, travel agencies, online platforms, special authorization and other fields. While raising huge amounts of capital, these companies must also try their best to reward shareholders with good operating performance, fulfill their social responsibilities, and truly become leaders in the high-quality development of the tourism industry.

At present, "everything is cultural tourism" and "cultural tourism plus all industries" are increasingly deepened, and many new products, new ways of playing, and new scenes have greatly enriched my country's tourism supply. While listed tourism companies have unique scenery, we must also be clearly aware of the gap between us and our European and American counterparts, which is mainly reflected in cultural exploration and value presentation, tourism space planning and aesthetic design, product sophistication and humanized details, and internationalization operational capabilities, etc. For example, the immersive outdoor night tour project created by Arley Manor in Cheshire, UK, renders the tranquility of the forest at night, and the magical creatures and magical wonders in the movies "Harry Potter" and "Fantastic Beasts and Where to Find Them" are reproduced in the forest. It creates a fantasy atmosphere in which the magic world and real-world scenes are combined into one, attracting countless experiencers. In the future development of the tourism industry, cultural tourism resources will be the main body, and technology and creativity will be the key to distinguishing the competitiveness and track of enterprises. my country's listed tourism companies must have a stronger sense of urgency, regard cultivating "future tourism" and preparing "tourism seeds" as important strategic tasks, build a new open-scenario cultural tourism research and innovation platform, and connect the innovation chain, value chain, and industry chain and space chain, shorten the conversion time of "concept-product-commodity" of cultural tourism science and technology innovation, continuously enrich cultural tourism economic application scenarios, and continuously export new cultural tourism traffic. Listed tourism companies should be leaders in the appearance of cultural tourism, incubators of cultural tourism formats, innovators in cultural tourism technology, pioneers in cultural tourism overseas, and breakers of cultural tourism equipment.

Listed tourism companies occupy the high end of my country's tourism industry chain. They must also have a vision of sharing, win-win and symbiosis, overcome "one-size-fits-all" and "closed-loop" thinking, actively empower other business entities, and attract upstream and downstream industry chain business entities and "tourism companies". Makers” gather to accelerate the exploration of the integration of tourism culture, tourism technology, and tourism industries, and jointly carry out “mass entrepreneurship” in new cultural tourism. At the same time, we will promote new cultural and tourism infrastructure, strengthen in-depth digital capabilities and underlying computing power, stimulate the ability to "generate chains from chains", create more "uniques" and "firsts" in the world, and bring together powerful new tourism productivity.

Thanks to reform and opening up, my country has become the world's largest domestic tourism market, the largest source of international tourism, and a major destination. However, it is not yet a major inbound tourism country in the world, and the number of foreign inbound tourists is not commensurate with my country's rich and high-quality tourism resources. In this regard, large European and American tourism groups generally have strong international operations and customer attraction capabilities. Their products and services cover all parts of the world, and they can provide high-quality services such as destination diversity and customized travel experiences. To this end, listed tourism companies must make full use of the series of favorable policies launched by the country, regard inbound tourism as an important area of ​​development, accelerate the construction of a super tourism overseas platform, and enhance the richness of product lines and global supply chain integration capabilities. In terms of global payment system docking, cross-cultural language services, intelligent navigation systems, etc., user experience should be improved to create a new space for a beautiful life shared by hosts and guests, and bring more foreign tourists to China.

Sincerity, goodwill and quality are the passwords for the long-lasting prosperity of the tourism industry, and providing high emotional value is the core of tourism. Tourism is a typical "self-pleasing economy". We must also adapt to the changes in the focus of cultural tourism consumption from buying goods to buying experiences, from paying for results to paying for a pleasant process, and provide services and warmth that are "down to the teeth". Take measures to create more traffic entrances. From the aspects of cultural investment, culture, literature and art, cultural creation, etc., we integrate food, accommodation, travel, shopping and entertainment to create super attractions, exciting experiences, and sticky return rates. Enterprises must also have a keen vision, make good use of new customer acquisition models, and actively attract traffic to promote the development of cultural tourism. At the same time, in terms of sustainable tourism such as tourism resource protection, energy conservation and emission reduction, industry self-discipline, and tourism benefiting the people, companies should also cultivate patient capital and humanistic feelings, model the implementation of the ESG system, and set an example for other tourism entities.