Consumption becomes the main driving force of economic growth-promoting service consumption is promising

Since the beginning of this year, the consumer market has continued to exert its strength, which has enhanced its pull on economic growth. In the first quarter, the contribution rate of final consumption to economic growth reached 66.6%, which became the main force driving economic growth among the three major demands. In the process of restoring and expanding consumption, the tourism industry is a powerful and effective starting point, and it is promising to further promote the consumption of services such as tourism.

Strong comprehensive driving ability

Holiday consumption is a window to observe economic vitality. This year’s "May 1" holiday, the total number of domestic tourism trips nationwide was 274 million, achieving a domestic tourism income of 148.056 billion yuan, both exceeding the level of the same period in 2019 according to comparable caliber; A total of 31,100 commercial performances were held nationwide, with a box office income of 1.519 billion yuan and an audience of about 8,654,900.

The cultural tourism market ran out of the "acceleration" of recovery this year. Since the Spring Festival, it has maintained a trend of high opening, steady walking and accelerated recovery, and indicators such as tourist satisfaction, corporate acquisition and industry confidence have been rising.

The overall improvement of the economy, the successive introduction of policies to promote consumption and the overall stability of the employment situation have laid a solid foundation for the steady recovery of residents’ income and consumption, and released people’s long-term accumulated consumer demand. Dai Bin, president of china tourism academy, said that the tourism industry, including food, housing, transportation, travel, shopping and entertainment, has a strong comprehensive driving force, and the recovery of the tourism market has also led to the rapid recovery of transportation, hotel, commerce and catering.

The driving role of tourism is not limited to consumption. The data shows that tourism equipment manufacturing enterprises have entered an active state at the beginning of this year, and investment in tourist attractions and new and renovated projects in tourist destinations have also entered an active period, which has promoted the recovery and development of China’s manufacturing industry. Since the beginning of this year, the employment situation in the tourism industry has also begun to improve.

The cultural market is lively. The superposition of projects to be implemented and newly added projects makes this year’s performance projects particularly intensive, and most theaters in regional central cities are full in the first half of the year. Since the second quarter, large-scale concerts and music festivals have also entered an intensive period, and the market competition has become increasingly fierce. According to the survey of ticket sales trends of some large-scale concerts and music festivals conducted by China Performance Industry Association, the proportion of consumers who bought tickets across cities increased sharply compared with last year, and the average cross-city viewing rate exceeded 50% of the total number of people who bought tickets, which showed that this kind of performance project had a strong driving force on peripheral consumption such as transportation, accommodation and catering.

Iterative upgrading and innovation

The rapid recovery of consumption is inseparable from the frequent efforts of policies. At the end of last year, the Central Committee of the Communist Party of China and the State Council issued the Outline of the Strategic Plan for Expanding Domestic Demand (2022-2035), in which many places made relevant arrangements for the consumption of cultural tourism. This year’s "Government Work Report" proposes to "give priority to restoring and expanding consumption", "stabilize mass consumption such as automobiles, and promote the recovery of consumption of catering, culture, tourism, sports and other life services".

Culture and tourism play an obvious driving role, and all localities have taken promoting cultural tourism consumption as an important starting point for expanding domestic demand. While introducing preferential policies, they have optimized services to impress consumers and enhance their satisfaction and sense of acquisition. In Zibo, Shandong Province, where the fire has recently been "out of the circle", in order to attract tourists and keep the heat, convenient measures such as barbecue trains and free parking have been introduced. During the holidays, popular cities such as Suzhou, Zhengzhou, Shanghai, Beijing, Chengdu, Chongqing, etc. also showed their talents in order to retain tourists, and introduced warm services such as charging treasure at punch points, delayed closing of rail transit, luggage storage cabinets, volunteer service kiosks, etc., so that tourists can fully feel the beauty of holiday travel and the temperature of city hospitality. "The new gameplay of cultural travel, which is constantly iteratively upgraded, continues to stimulate new vitality of consumption." Chen Nan, a professor at the School of Cultural Industry and Tourism Management of Henan University, said.

Dai Bin said that it is necessary to further optimize the consumption environment and strengthen market governance to stimulate the consumption of cultural tourism and realize the high-quality development of tourism. "The current unreasonable low-cost travel and opaque prices still exist, which will affect the consumer experience." He said that market supervision, price management, social security and other departments should give equal protection to the consumer rights and interests of tourists and residents. According to the principle of territorial management, all localities should focus on catering services outside scenic spots and resorts, as well as shopping, entertainment and self-funded projects organized by travel agencies in key areas.

Two-way efforts of government enterprises

Restoring and expanding consumption requires two-way efforts from the government and enterprises. The government should provide policy support, optimize public services and improve the consumption environment; Enterprises should increase the supply of high-quality products and services, better meet the personalized and diversified needs of consumers, and help upgrade consumption.

"The intensive and diverse performance products have enriched the holiday cultural life of the people and become a powerful means to stimulate local consumption." Pan Yan, vice president and secretary general of China Performance Industry Association, said that in the process of comprehensive recovery of the performance market, the industry should keep a clear understanding, and performance agencies should continue to introduce excellent works and enrich the supply of performance products; Innovating marketing model to enhance product influence; Promote the deep integration of cultural tourism, expand the performance format and expand the market scale. "Let more audiences enter theaters and various performing arts spaces with stronger attraction, richer expressive force and fuller experience." Pan Yan said.

"The consumers of mass tourism include both middle-income groups and ordinary wage earners. It is noteworthy that rural residents are no longer just tourists, but they have begun to embark on the stage of all-round development of mass tourism as tourists. The demand for tourism began to be classified and consumption began to be stratified. " Dai Bin believes that the tourism industry should be guided by tourists’ satisfaction, open wider to the outside world, promote supply-side structural reform, promote the deep integration of cultural tourism with more efficient market methods and administrative means, and promote the extensive integration of tourism with agriculture, industry, science and technology, education and art, so as to cultivate tourism into a strategic pillar industry of the national economy and a modern service industry that the people are more satisfied with.

To further strengthen the supply of high-quality culture and tourism products, we need to seize the key of the integration of culture and tourism, open more new consumption scenes and enrich more new consumption experiences. As a famous historical and cultural city, Xi ‘an used traditional culture to shape tourism, created Chang ‘an Twelve o’clock theme block and other scenic spots, and with the help of popular networks such as "Secret Box in the Prosperous Tang Dynasty", it proved the importance and necessity of molding tourism with literature and demonstrating literature with tourism. (Reporter Zhang Xue)