Looking forward to the rebirth of Sanya after the tourism boom.

In June, the number of outbound flights from Sanya Airport recovered to more than 80% of the same period last year, which was the highest among thousands of airports in the mainland.

Diversification and high-end tourism consumption are prominent. For example, in 20 19, there were 252 tourist hotels in Sanya, and the proportion of high-end hotels was only 15%.

While broadening international horizons, we should combine local characteristics to tell the "New Sanya Story" and cultivate Sanya's own benchmark products.

The tourists are back.

The restaurant that closed down in Dadonghai Scenic Area was renovated to welcome guests; During the summer vacation, the high-end hotel Atlantis became a parent-child paradise; Yanoda Scenic Area has been transformed and upgraded into a punching place for online celebrities, and major consumer groups have come one after another ... Sanya, where tourism is picking up, is undergoing transformation after the epidemic. In addition to the sea and beaches, it has also changed many new ways of playing tourism consumption.

According to Ctrip. Since the country resumed inter-provincial team tours, com in Sanya, Hainan has been at the forefront of the popularity rankings of inter-provincial tourist destinations for one month in a row. In July alone, the number of people entering the park in the city's scenic spots reached 165438+ 10,000. Sanya also faces three questions: Why does it continue to be at the forefront under international competition? How far is it from the international tourism consumption center? How to build the most Hainan tourism products in the world?

Resist the impact of the epidemic and return to the peak season

The epidemic situation is like a cold winter for the tourism service industry. At the beginning of the epidemic, Sanya was in the "Golden Week of Spring Festival Tourism", and the tourism industry as a whole was seriously affected. The data shows that the number of tourists received by Sanya in the Golden Week of the Spring Festival in 2020 decreased by 44.79% year-on-year, and the total tourism revenue decreased by 72.5% year-on-year. It is urgent to save the tourism industry.

Since March, Sanya has continuously released plans to revive tourism after the epidemic, boosting market confidence by increasing fiscal and tax support. Such as financial incentives, rent reduction and tax reduction. To help tourism-related enterprises tide over the difficulties. Chen Haojing, deputy director of the Finance Bureau of Sanya City, said that as of the end of July, Sanya City had issued 550 million yuan of financial awards for tourism enterprises, including awards for key tourism enterprises, financial awards for reducing burdens for tourism enterprises, interest subsidies for development loans for tourism enterprises, and awards for tourism marketing. Cruise subsidies, flight subsidies, etc.

In the same month, Hainan realized the zero settlement of hospitalized cases diagnosed in COVID-19, and Sanya's tourism industry took the most difficult step.

On July 14, the news of resuming inter-provincial tourism released by the General Office of the Ministry of Culture and Tourism was called "the most exciting and heavy information" by the tourism industry in Sanya. As a result, in the worst period of the epidemic, Sanya paved the way for the transformation of scenic spots, project layout and business model, and gradually released the effect.

According to the data of several travel platforms, the search volume of Sanya resorts, hotels, civil aviation and other sectors has increased rapidly, which has soared by 200% compared with the instantaneous search volume of group tours and free travel. According to the statistics of Qunar. com. Com, Sanya has become the city with the highest booking volume of high-star hotels this summer, and the news of "full rooms" is frequent; Among the top ten cities in Baidu Map Q2 Nightlife Index in 2020, Sanya ranks first; From the "Fei Changzhun" APP report, we can also find that the number of flights departing from Sanya Airport in June recovered to more than 80% of the same period of last year, which was the highest among thousands of airports in the mainland.

In addition, the "Overall Plan for the Construction of Hainan Free Trade Port" and the duty-free shopping policy for outlying islands released in June 1 also set up a springboard for Sanya's tourism consumption, and duty-free shopping in Hainan is still a hot topic. The results of the sample survey show that more than 80% of Sanya holiday tourists will get coupons to shop in duty-free shops.

Tourists shop in Sanya International Duty Free City (photo taken on August 6) Yang Guanyu/photo taken by this magazine.

There is still a distance from the international tourism consumption center.

The competition in domestic and international tourism markets is becoming increasingly fierce. After the rebirth of Sanya tourism, we still need to think calmly about how to maintain the stamina, catch up with the internationally developed tourist star cities and build an international tourism consumption center.

As the core bearing area for Hainan Free Trade Port to build an international tourism consumption center, from the current situation, there is still a lot of room for improvement in tourism products, consumption, transportation, free and convenient access for people and so on.

The data shows that Sanya has outstanding problems of insufficient diversification and high-end tourism consumption. For example, in 20 19, there were 252 tourist hotels in the city, and high-end hotels accounted for about 15%, which was low. Except for Atlantis in Sanya, Sanya lacks high-end tourism consumption projects such as world-class tourism complexes, and fails to form a global tourism destination-style consumption support.

From June, 2065438 to June, 2009, the research group of China South Sea Research Institute made a field trip to Dubai, and gained a lot of experience in Sanya.

The members of the research team believe that Dubai has many high-end tourism products with international influence, including a number of world-class tourism projects and popular landmarks such as Dubai theme parks. The city has also formed a world-class diversified tourism product system, covering topics such as adventure, leisure and entertainment, culture and art, sightseeing and so on, which can fully meet the needs of tourists' travel experience.

Dubai's tourism consumption is also remarkable. Dubai Duty Free Shop is the largest duty-free shop in the world, with many brands and varieties, even including many goods out of stock in other places. Dubai is also the "gourmet capital" in the Middle East, with the world's top high-end hotel clusters. At present, most countries in Dubai are exempt from visas for 30 days and 90 days, which is very convenient for foreign tourists to enter the country. Dubai has the most convenient way of entry by land, sea and air in the world. Before the outbreak, an average of 125 airlines and more than 7,000 flights arrived in Dubai every week.

There is a gap in tourism consumption between Dubai and Sanya.

Create a tourism product that is "both world and Hainan"

"Face up to the gap and fill the shortcomings". The insiders believe that Sanya should learn from international experience and combine the construction of Hainan International Tourism Consumption Center, and enterprises and projects are the core foothold.

Yu Tao, director of Hainan Free Trade Port Research Center of China Nanhai Research Institute, suggested that Sanya should be built into a star city of world theme parks. He said that Sanya can learn from Dubai's theme park cluster development model and build a world-class theme park system. For example, increase investment promotion and introduce major projects such as Universal Studios, Disneyland, Lego Theme Park, Hello Kitty Theme Park and ISY Music Theme Park to "attract global attention and gather international popularity".

With the development of "Smart Hainan", Yu Tao believes that Sanya should seize the opportunities of new technologies such as artificial intelligence and big data, make every effort to improve the efficiency of tourism management, improve tourist services and the construction of data centers, and "a mobile phone can travel to Sanya" may come true.

Johnny Ma, who is engaged in the tourism industry 16 and has traveled in more than 40 countries, is a "director-level talent" of Sanya Tourism Promotion Bureau. She believes that while broadening international horizons, Sanya should also combine local characteristics, tell the "New Sanya Story" well and cultivate its own benchmark products. During the epidemic period, based on the characteristics that post-80s and post-90s have become the main consumers, Sanya Tourism Promotion Bureau combined the elements of "sunny beach", "Li ethnic customs" and "tropical customs" to launch new products that tend to meet the higher demand of emerging users for new and in-depth gameplay.

At the same time, experts also believe that Sanya can make full use of the advantages of the zero-tariff policy of the free trade port, so that tourists can taste the Chinese and foreign high-end food culture with price advantages. For example, try to gather internationally renowned Michelin restaurants, and gather the specialties of Hainan, even all parts of the country and ethnic minorities, so that China people can enjoy global cuisines without going abroad, and foreign tourists can also make "one-stop" consumption of China specialties. Sanya can not only become "the capital of international food experience", but also create a diversified and distinctive brand of food culture.

In terms of the supervision and management of the tourism market, Lu Weiqiang, a person from Hainan tourism industry, stressed that while accelerating the innovation of products and services and creating a tourism IP with Hainan characteristics, Hainan tourism enterprises should encourage community organizations to carry out industry self-discipline according to law, try out the "red list" and "blacklist" system of the tourism industry, and establish a long-term mechanism for the supervision and management of the tourism industry. □