Distinguished leaders and entrepreneurs,
Every year at this time, everyone takes stock of the past. Last year, I traveled on business for 157 days. What did I do during these 157 days? We have more than 10 projects across the country in planning, design, construction, or operation, from the coast of the East China Sea to the foot of the Tianshan Mountains, with two of the furthest in Xinjiang, one in Nalati and one in Sailimu Lake. During this process, we have been thinking about where we, as cultural and tourism professionals, should go in this era.
On the road, I saw Dickens' "A Tale of Two Cities," which contains this passage: "It was the best of times, it was the worst of times; it was the age of wisdom, it was the age of foolishness; it was the epoch of belief, it was the epoch of incredulity; it was the season of Light, it was the season of Darkness; it was the spring of hope, it was the winter of despair; we had everything before us, we had nothing before us." I think this passage is worth pondering for all of us; in short, it is a coexistence of opportunities and challenges.
This is the best of times
Three keywords: High, Grand, and Superior.
What is high? Firstly, high status. The status of the tourism industry has never been higher than it is today. Why?
General Secretary Xi Jinping pointed out, "Promote the deep integration and development of culture and tourism, and cultivate the cultural tourism industry into a pillar industry." "The tourism industry is increasingly becoming a new strategic pillar industry and a people's livelihood and happiness industry with significant characteristics of the times." This is a great encouragement for us tourism professionals, and it also paints the most magnificent and grand prospect for our tourism industry.
Secondly, high degree of importance. I have been in the tourism industry for more than 30 years, and there has never been a time before when provincial leaders convened meetings to discuss how to make the tourism industry a pillar industry and specifically solicit opinions from entrepreneurs on a small scale. In addition, the status of the director of the cultural and tourism department has never been so high; now many meetings invite the director of the cultural and tourism department to speak. What does this show? The high degree of importance attached to the tourism industry by governments at all levels.
Thirdly, high enthusiasm. Now, when it comes to tourism, it is the top priority project for local areas. Everyone hopes to make the tourism industry a pillar industry, a city's brand, and image.
What is grand? The market is getting bigger and bigger. China is the world's largest tourism market, and its potential in the future is enormous. With a frequency of one trip per quarter per capita and a total annual travel time of less than 8 days in China, compared to developed countries where the average person travels once a month and spends about 15 days on vacation each year, there is still a lot of room for improvement in the popularization of tourism, and the growth space for cultural and tourism consumption is still enormous.
What is superior? Higher standards. Higher quality, better service, and better experience. After more than 40 years of development, China's tourism industry has taken the lead in the world in terms of products, services, and experiences.
This is the worst of times
Three keywords: Difficult, Involution, and Decline.
What is difficult? The great changes unseen in a century have had a profound and significant impact on the world, the country, the industry, enterprises, and each of us, and this impact is not short-term, but long-term. The new economic development cycle, the new geopolitical cycle, and the new reform cycle are superimposed, forming a situation and trend that our generation must face.
What is involution? Involution is rampant, cross-border trends are prevalent, and emotional addiction is widespread. How does involution manifest?
Is Tangshan Banquet just a restaurant? It has actually become a cultural and tourism landmark of Tangshan city.
Is the Dream of Red Mansions just a theater?
Is Aranya just real estate?
Is the Mighty Qin Dynasty just a performance?
"Tourism areas have been opened in highway service areas;
Food courts have been opened in museums;
Tourism scenic spots have been opened on the top floors of shopping malls;
Homestay clusters have been opened on the banks of the Yellow River…
More spaces with lifestyles and compound content have ushered in a dual performance of business innovation and brand empowerment."
"Temple tours focusing on emotional resonance are booming;
City walks emphasizing emotional healing are going viral;
Concerts geared towards emotional release are packed.
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For example, every year during New Year's Day and the Spring Festival, we have an event, the New Year's bell ringing. In the past, only Lingshan held it, but now many places in Wuxi are holding it. If Lingshan still waits for guests to come with its past thinking, it may be eliminated. Including the Xi'an performing arts circle, there are many performances, but it is very competitive.
In this era, relying on a single advantage to succeed has become ineffective;
The idea that "good wine needs no bush" is a thing of the past;
Homogenization, substitution trends, and reverse tourism trends are emerging, and tourism in small counties is booming.
New business models emerge every month, new highlights every season, and new engines every year. The magnitude of change, the speed of iteration, and the intensity of disruption are unexpected. Check-in, going viral, top trends, and explosions—various new terms are constantly emerging, all created by our tourism industry.
What is decline? It is the decline in consumption; people want value for money. Having many people doesn't necessarily mean prosperity; increased revenue doesn't necessarily mean increased profits.
This is a bright season, this is the spring of hope
Looking at the tourism industry today, I feel that tourism is a sunrise industry, and it's always worth our tourism professionals to dedicate themselves to it. But how do we do it? The era will not abandon anyone, but it will test everyone.
1. Optimize the model. We are now transitioning from heavy to light assets. Most of the projects undertaken by Lingshan Nianhuawan Culture & Tourism nationwide are light-asset projects, covering the entire industry chain from planning, design, creativity, construction, and operation and maintenance.
2. Refine the product. In fact, refining means specializing; we must not create homogeneous products. The biggest problem in the culture and tourism industry now is homogeneity.
3. Deepen the market. We need to go deep, be thorough, detailed, and do well, constantly iterating and updating, making every scenic spot a cow that can be milked, a mine where gold can be dug, and a hen that lays eggs.
4. Make the enterprise lean. It's not about expanding haphazardly or pursuing scale; it's about understanding market dynamics based on your own characteristics.
5. Increase profits. Profit is king; performance brings dignity.
6. Specialize the team. In this era, we must not easily transform; we must strengthen and optimize our main business.
7. Expand the brand. If you don't become top-tier in the industry, you will be eliminated by the market.
8. Solidify the culture. In fact, the core competition in tourism now is content competition, and content is essentially the transformation of culture.
In summary, it's about living long, living well, and living sustainably, which is also something our culture and tourism enterprises need to deeply ponder in 2025.
Colleagues, a philosopher once said, "We must learn to overcome this era within ourselves." No matter how the times change or how the industry fluctuates, in short, do your own thing, be a better you, and our tourism industry will surely have a great future and bright prospects.
This article has been abridged.
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