Recovery of tourism industry depends on market force

2022年5月31日，文化和旅游部发布《关于加强疫情防控 科学精准实施跨省旅游“熔断”机制的通知》，将跨省旅游“熔断”机制范围精确到县（市、区、旗）级。这就标志着自去年8月开始实施的跨省游熔断机制不再“一刀切”，进入了更加精准化新阶段。

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.

该通知一经发布，马上刷屏了旅业人的朋友圈，迎来一片叫好声，让大家对今年旅游市场的恢复更加充满信心。

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.

经国家旅业网统计，截至目前，已经宣布恢复跨省游的省份有29个，河南、湖南、河北、黑龙江、吉林、江苏、山东、内蒙古、福建、陕西、山西、安徽、天津、浙江、贵州、四川、云南、湖北、重庆、海南、甘肃、青海、广西、西藏、宁夏、新疆、江西、辽宁、广东。

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.

遭受疫情影响2个多月的上海也迎来解封，并宣布在6月1日起有序开放室外景区，逐步恢复开放文旅场所。6月6日，北京旅游业又迎来了恢复北京旅行社经营市民“在京团队旅游”业务的消息。多重政策利好叠加下，不仅旅游市场的信心回归了，游客的信心也会随之回归。

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年端午节假期三天国内游市场的统计情况。数据显示，端午节假日期间（6月3日-6月5日），全国国内旅游出游7961.0万人次，同比下降10.7%，按可比口径恢复至疫前同期的86.8%；实现国内旅游收入258.2亿元，同比下降12.2%，恢复至疫前同期的65.6%。对比今年清明节假期的数据，可以看到国内游市场的复苏正在步伐加快。

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.

在业内普遍看来，曙光初现，今年“最难的日子已经过去”。

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

不过虽然这个端午假期出游人数已经恢复至疫前同期近9成，但是同期旅游收入恢复还不到7成。这也从侧面说明，尽管社会层面我们基本已经复工了，但是距离复产和复兴仍然还有一段路要走。两年多的疫情已经让这个行业元气大伤。一个端午假期并不足以让其一夜“回血”，行业复苏仍需时间。

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.

中国旅游研究院院长戴斌认为：从长期来看，旅游业复苏还是要靠市场的力量。从根本上讲，还是要靠创新推进旅游业高质量发展。

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.

疫情之后的旅游市场，没有躺平的赢家。旅企必须改变思维，以用户需求为导向，反向进行产品的研发与定制，通过打造更多高品质的新目的地线路，丰富消费者的出游选择，以超出消费者预期的服务和品质，在市场竞争中赢得自己的位置。

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.