Recovery of tourism industry depends on market force

2022年5月31日，文化和旅游部發布《關于加強疫情防控 科學精準實施跨省旅游“熔斷”機制的通知》，將跨省旅游“熔斷”機制范圍精確到縣（市、區、旗）級。這就標志著自去年8月開始實施的跨省游熔斷機制不再“一刀切”，進入了更加精準化新階段。

On May 31, 2022, the Ministry of Culture and Tourism issued the notice on strengthening epidemic prevention and control, scientifically and accurately implementing the "circuit breaker" mechanism for inter-provincial tour, which accurately extended the scope of the "circuit breaker" mechanism for inter-provincial tour to the county (city, district and banner) level. This marks that the circuit breaker mechanism for inter-provincial tour implemented since last August is no longer "rigidly uniform" and has entered a new stage of more accuracy.

該通知一經發布，馬上刷屏了旅業人的朋友圈，迎來一片叫好聲，讓大家對今年旅游市場的恢復更加充滿信心。

As soon as the notice was released, it immediately flooded Wechat moments of tourism practitioners and applauded, making everyone more confident in the recovery of the tourism market this year.

經國家旅業網統計，截至目前，已經宣布恢復跨省游的省份有29個，河南、湖南、河北、黑龍江、吉林、江蘇、山東、內蒙古、福建、陜西、山西、安徽、天津、浙江、貴州、四川、云南、湖北、重慶、海南、甘肅、青海、廣西、西藏、寧夏、新疆、江西、遼寧、廣東。

According to the statistics by National tourism, up to now, 29 provinces have announced the resumption of inter-provincial tour, including Henan, Hunan, Hebei, Heilongjiang, Jilin, Jiangsu, Shandong, Inner Mongolia, Fujian, Shaanxi, Shanxi, Anhui, Tianjin, Zhejiang, Guizhou, Sichuan, Yunnan, Hubei, Chongqing, Hainan, Gansu, Qinghai, Guangxi, Tibet, Ningxia, Xinjiang, Jiangxi, Liaoning and Guangdong.

遭受疫情影響2個多月的上海也迎來解封，并宣布在6月1日起有序開放室外景區，逐步恢復開放文旅場所。6月6日，北京旅游業又迎來了恢復北京旅行社經營市民“在京團隊旅游”業務的消息。多重政策利好疊加下，不僅旅游市場的信心回歸了，游客的信心也會隨之回歸。

Shanghai, which has been affected by the epidemic for more than two months, also  lifted lockdown, and announced that it opens outdoor scenic spots orderly from June 1, and gradually resume the opening of cultural and tourism venues. On June 6, Beijing has announced the resumption of Beijing travel agencies‘ business of "group tour in Beijing". With the superposition of multiple favorable policies, not only the confidence of the tourism market has returned, but also the confidence of tourists will return.

6月5日，文化和旅游部公布了2022年端午節假期三天國內游市場的統計情況。數據顯示，端午節假日期間（6月3日-6月5日），全國國內旅游出游7961.0萬人次，同比下降10.7%，按可比口徑恢復至疫前同期的86.8%；實現國內旅游收入258.2億元，同比下降12.2%，恢復至疫前同期的65.6%。對比今年清明節假期的數據，可以看到國內游市場的復蘇正在步伐加快。

On June 5, the Ministry of Culture and Tourism released the statistics of the three-day domestic tourism market during the Dragon Boat Festival holiday in 2022. According to the data, during the Dragon Boat Festival holiday (June 3 to June 5), 79.61 million domestic tourists traveled nationwide, a year-on-year decrease of 10.7%, and recovered to 86.8% of the same period before the epidemic according to the comparable caliber; The domestic tourism revenue reached 25.82 billion yuan, a year-on-year decrease of 12.2%, and recovered to 65.6% in the same period before the epidemic. Comparing the data of this year's Tomb Sweeping Day holiday, it shows that the recovery of the domestic tourism market is accelerating.

在業內普遍看來，曙光初現，今年“最難的日子已經過去”。

In the general view of the tourism industry, the dawn is beginning to appear. This year, "the most difficult time has passed".

不過雖然這個端午假期出游人數已經恢復至疫前同期近9成，但是同期旅游收入恢復還不到7成。這也從側面說明，盡管社會層面我們基本已經復工了，但是距離復產和復興仍然還有一段路要走。兩年多的疫情已經讓這個行業元氣大傷。一個端午假期并不足以讓其一夜“回血”，行業復蘇仍需時間。

However, although the number of tourists during the Dragon Boat Festival holiday has recovered to nearly 90% in the same period before the epidemic, but the tourism revenue has recovered less than 70% in the same period. This also shows that although we have basically returned to we still have a long way to recovery although work resumption. The epidemic situation of more than two years has hit tourism industry hard. A Dragon Boat Festival holiday is not enough to "revive" industry, and the recovery still needs time.

中國旅游研究院院長戴斌認為：從長期來看，旅游業復蘇還是要靠市場的力量。從根本上講，還是要靠創新推進旅游業高質量發展。

Mr. Dai bin, President of China Tourism Academy, said that in the long run, the recovery of tourism industry still depends on the market force. Fundamentally, we should rely on innovation to promote the high-quality development of tourism.

疫情之后的旅游市場，沒有躺平的贏家。旅企必須改變思維，以用戶需求為導向，反向進行產品的研發與定制，通過打造更多高品質的新目的地線路，豐富消費者的出游選擇，以超出消費者預期的服務和品質，在市場競爭中贏得自己的位置。

There are no “lying flat” winners in the tourism market after the epidemic. Tourism enterprises must change their thinking, take user demand as the guide, reverse product development and customization, enrich consumers' travel choices by creating more high-quality new itiniaries, and win their own position in the market competition with services and quality beyond consumers' expectations.