Yangtze River Delta tourism integration of high-quality development of new opportunities
With frequent outbreaks at home and abroad in 2021, China has made progress in effectively controlling the epidemic while maintaining economic stability.According to statistics, China’s GDP in 2021 will reach 114.4 trillion yuan, an increase of 8.1 percent over 2020, indicating a further increase in China’s overall national strength and social productivity.China’s per capita GDP reached 81,000 yuan, an increase of 12.5% over 2020, which means That China has basically entered the ranks of high-income countries and is gradually approaching the level of primary developed countries.Total investment, total consumption and import and export grew by 3.4%, 12.5% and 21.8% respectively, reflecting rising consumer demand, stronger business investment and China’s growing contribution to the world economy.Tourism has become a new economic growth point.On the one hand, economic growth makes people richer and stimulates consumption at the same time.On the other hand, increased consumption further promotes economic growth, forming a circular effect that promotes each other.According to statistics, China’s per capita disposable income will reach 35,000 yuan in 2021, an increase of 8.1 percent over 2020.National per capita consumption expenditure was 24,000 yuan, up 12.6 percent in real terms.The National Engel coefficient was 29.8 percent, down 0.4 percent in real terms.This means a better standard of living for Chinese citizens: people’s wallets are fatter, their basic needs are satisfied, and their pursuit of a better life is richer.Tourism is one of the ways for people to enjoy life and realize their spiritual pursuits. Tourism is a pillar industry of the national economy and an important part of consumption.According to statistics, the total domestic tourism consumption in 2021 will reach 2.9 trillion yuan, an increase of 31% over the same period last year, accounting for 6.6% of the total consumption of Chinese residents.The total number of domestic tourists reached 3.25 billion, up 12.8% from the same period last year, recovering to more than 50% in 2019.The national per capita consumption per trip is 899.3 yuan, up 16.2 percent from the same period last year.It is estimated that the total number of domestic tourists will reach 3.98 billion in 2022, and the total revenue of domestic tourism is expected to reach 3.8 trillion yuan, nearly 70 percent of the same period in 2019.With the epidemic prevention and control becoming normal, the domestic tourism industry is gradually recovering. Developing tourism while maintaining stability can not only boost domestic demand and increase consumption, but also promote economic development and form new economic growth points.As a key national economic demonstration area, the total GDP of the Yangtze River Delta region will reach 27.6 trillion yuan in 2021, with a growth rate of 12.8%, about one quarter of the national GDP.Per capita GDP is also in a leading position in the country, among which Shanghai and Jiangsu have exceeded the $20,000 mark, and Zhejiang and Anhui are also approaching.Meanwhile, the per capita disposable incomes of Shanghai, Zhejiang, Jiangsu and Anhui were 222.2 percent, 163.8 percent, 135.3 percent and 88.3 percent of the national average respectively.In addition, the tourism industry in the “Fourteenth Five-year plan outline of three provinces and one city in the Yangtze River Delta” also points out the future development ideas and routes for the tourism industry in the Yangtze River Delta region.Strong economic strength and favorable policy support provide impetus for the high-quality integrated development of tourism in the Yangtze River Delta, while rich tourism resources provide more possibilities for the development of tourism in the Yangtze River Delta.A number of modern tourist cities led by Shanghai attract tens of thousands of tourists, while the West Lake in Hangzhou, Suzhou Gardens, the Bund in Shanghai, the Confucius Temple in Nanjing, as well as numerous ancient towns and landscapes in the vicinity are also popular with tourists both at home and abroad.Therefore, strong economic strength, favorable policy support and rich tourism resources jointly promote the development of tourism in the Yangtze River Delta.Yangtze River Delta tourism integration of high-quality development of new opportunities.”Integration” is embodied in taking Shanghai as the center and driving the coordinated economic development of the three provinces.It requires provinces, cities, cities and townships to break down barriers and cooperate, jointly develop high-quality tourism products by combining the relative advantages of various regions, and build a complete ecological tourism industry chain.”High quality” is a more comfortable, safer and diverse travel experience.As people’s spiritual needs and pursuit of a better life grow, leisure consumption has become a hot topic, and tourism is recovering after the epidemic stabilizes.Driven by economic growth and guided by the “14th Five-Year Plan” for tourism, the development of tourism in the Yangtze River Delta is confronted with three levels of opportunities: policy, consumption and supply.First, supportive policies have promoted the recovery and development of tourism.In 2021, the Ministry of Culture and Tourism issued the 14th Five-year Plan for Cultural and Tourism Development (hereinafter referred to as the Plan).The plan clarifies the goals, tasks and requirements of tourism development during the 14th Five-Year Plan period, emphasizes the new development ideas of cultural and tourism integration, innovation-driven development, industrial interaction and technology empowerment, and points out the vision of building a powerful country in cultural tourism, enriching people’s spiritual life, enhancing the cohesion of the Chinese nation and accelerating social and economic growth and development.During the 13th Five-Year Plan period, tourism has made great contributions to national economic development, cultural inheritance, rural revitalization and industrial structure optimization, but the epidemic led to a sluggish performance of the tourism industry at the end of the 13th Five-Year Plan period.The plan is not only a summary and improvement of the 13th Five-Year Plan, but also a direction for the future development of tourism in the face of the epidemic.Therefore, the development of tourism in the Yangtze River Delta should grasp the opportunity of policy level and take the ride of “new development”.Second, the leisure consumption boom expands the tourism consumption demand.In 2021, China’s social and economic development will reach a new level, marking the improvement of China’s overall national strength and reflecting the improvement of people’s quality of life.The increase of residents’ disposable income and the comprehensive victory in the battle against poverty mean that people are more affluent and have sufficient material basis for leisure consumption, which leads to the leisure consumption boom.With the growth of “quantity” of consumption demand, people’s demand for “quality” has also been improved, which is manifested in the pursuit of spiritual enjoyment and high-quality leisure products.Tourism is one of the main ways of people’s spiritual enjoyment, an important part of leisure consumption, and a pillar industry of social economy.Under the prevention and control of the epidemic, the National Day and May Day Golden Week in 2021 show a spurt of tourism growth, bringing considerable income to the tourism industry, reflecting people’s high enthusiasm for tourism and huge potential of tourism consumption, which is a good signal for industrial development.There is no lack of tourist attractions in the Yangtze River Delta region. The development of tourism should also seize the opportunity of demand level, expand demand, improve demand quality and promote leisure consumption, so as to promote industrial development and further growth of national economy.Third, supply-side structural reform will optimize the supply of the tourism industry.Tourism is a happy industry and one of the engines of social and economic progress. In order to meet the increasing demand for tourism consumption, tourism formats and economic models should keep pace with The Times and accelerate market-oriented supply-side structural reform.At present, tourism has changed from simple sightseeing to sightseeing for the purpose of vacation and leisure.The Yangtze River Delta region is endowed with unique natural tourism resources, cultural and historical background and scientific and technological manufacturing technology, which is conducive to building a world-class tourist resort and distinctive tourist city, as well as the production of tourist commodities.In the future, the supply of tourism industry should reflect the five values of diversity, science and technology, sociality, leisure and culture.For example, “red tourism” is not only educational, but also helps improve people’s national and cultural confidence.”Rural tourism” allows tourists to experience local customs, promote rural revitalization, and promote leisure agriculture and manufacturing production;”Night economy” enriches the economic model of tourist cities, improves employment rate, expands consumption space and strengthens urban competitiveness.Therefore, tourism development should also seize opportunities at the supply level, improve the quality and diversity of the tourism industry, and constantly optimize consumer experience to meet consumer demand.The Yangtze River Delta tourism integration high quality development proposals.In view of the development opportunities at the policy, demand and supply levels, combined with the current economic situation and the outline of the Plan, the following four suggestions are put forward for the development of tourism under the situation of normalized epidemic prevention and control.First of all, the new development model of “culture + tourism” should be realized through the integration of culture and tourism.The integration of culture and tourism is the top priority of tourism development during the 14th Five-year Plan period, aiming at “shaping tourism with culture and enhancing culture with tourism”.Culture endods tourism products with more profound connotations. Meanwhile, cultural inheritance is the extension of tourism value and the attraction of scenic spots.Secondly, through industrial integration, to create a new industry trend of “tourism +” and “+ tourism”.By integrating the primary, secondary and tertiary industries and creating new industrial forms such as “agriculture + tourism”, “industry + tourism” and “cultural + tourism”, the Yangtze River Delta can promote the optimization of industrial structure, expand brand effect, stimulate domestic demand and consumption level, enhance core competitiveness, and drive the rural and urban economies to advance together.At the same time, the industrial integration can also promote the resource complementarity between the Yangtze River Delta regions, take the integrated development as the core, and drive the coordinated development of the tourism industry in the surrounding regions.Thirdly, the “science and technology + culture” two-wheel drive is realized through technology empowerment.We will spare no effort to build digital scenic spots and smart tourism services, comprehensively utilize VR, Internet of things, artificial intelligence and other technologies to display culture with science and technology.At the same time, a smart management platform and a personalized service platform will be built to connect information sharing in various regions and coordinated development in various industrial circles.In addition, independent innovation is encouraged to build a characteristic intelligent tourism industry chain.Finally, strengthen the green development of the industry through ecological tourism.Environmental protection is the premise of high-quality development of tourism in the Yangtze River Delta. Only by implementing the scientific concept of “mountains, rivers, forests, fields and lakes are a community of life” and keeping in mind that ecological environment is the well-being of people’s livelihood, can we develop green economy efficiently and turn clear waters and green mountains into “gold and silver mountains”.During the 14th Five-Year Plan period, we will continue to focus on the new stage of development, implement the new development philosophy, and advance supply-side structural reform.With the epidemic prevention and control on a regular basis, it is important to ensure stability, seize development opportunities, upgrade tourism experience, expand consumer demand, and push the development of tourism in the Yangtze River Delta to a new level.