Lvwei Cultural Tourism: Amid Unchanged Pandemic Normalization, 2022 Tourism Needs to Focus on Six Points

(1) Short holidays and summer vacation remain key periods for efforts.

Cultural tourism focuses on stimulating consumption during short holidays and summer vacation.

Given China's holiday system, short holidays and summer vacation remain the golden periods for tourism, and efforts should be concentrated. Qingming Festival is the first short holiday after the Spring Festival, ushering in the first wave of tourism. Due to epidemic prevention policies, people whose hometowns are elsewhere but have spent the Spring Festival locally will become the main force for inter-provincial migration.

Tips for tourism enterprises:

Rural homestays and leisure agriculture lead the way.

Under the impact of COVID-19, people will fundamentally pay more attention to their own health. In the short term, they will focus more on dietary habits; in the long term, the demand for leisure health and physical and mental wellness will become a normalized consumption, and the market's yearning for rural environments and nature will become more urgent.

In addition, under the influence of epidemic prevention, rural public infrastructure, environmental hygiene, public safety, and health security are being continuously promoted and upgraded. Rural tourism products are also undergoing iterations, laying a solid foundation for rural tourism and homestay industries.

China has entered an era of normalized epidemics. Rural tourism around cities will experience its first warming during the Qingming Festival, becoming the main force for tourism recovery. This mainly includes ecological tourism and rural tourism such as sightseeing agriculture and leisure agriculture, urban agriculture and green agriculture, rural homestays and cultural tourism.

Sports events and multi-scenario sports activities accelerate recovery.

Leveraging the opportunity of the 2022 Winter Olympics, various regions will greatly promote the "tourism + sports" model, and sports tourism will grow strongly. However, as the epidemic remains severe in some countries worldwide, the scale of sports events in 2022 will still be regionalized. The demand for popular recreational outdoor sports will increase significantly, gradually becoming a lifestyle. In addition to traditional full marathons, half marathons, and quarter marathons, multiple scenarios such as charity runs, rural runs, color runs, parent-child runs, night street runs, and couple runs have emerged.

Suburban high-end, parent-child hotels and homestays become hot spots.

Hotels across the country have long launched packages such as "hotel + New Year's Eve dinner" for guests who "celebrate the New Year locally." Staying at a hotel for a complete Spring Festival holiday is becoming a new way to celebrate the Spring Festival. "Homestay as destination" and "soaking in homestay hot springs" have become important ways for family and parent-child trips during holidays. Detached homestays are popular, and "renting a small courtyard for the New Year" has become fashionable. According to data from a homestay platform, orders for detached homestays during the 2022 Spring Festival increased by about 56% compared to the 2021 Spring Festival. Bookings for rural homestays in Beijing were booming, up 1.4 times year-on-year, showing a situation where it is hard to find a room.

Lvwei Cultural Tourism's preliminary judgment for 2022: Under the trend of demand for "short cycles, close distances, slow pace," "one family, one group" small group tours, and "several families, one courtyard" tourism, suburban high-end hotels, parent-child hotels, rural courtyards, and homestays will become market hotspots.

Urban nighttime consumption recovers first.

Lvwei Cultural Tourism believes that from the perspective of nighttime consumption, the nighttime recovery in the first half of this year will still be dominated by local consumption, and urban nighttime consumption products will receive more attention. From a product perspective, current night tour projects are mainly concentrated on light shows, large-scale performances, and night cruises, with high similarity. Compared with tourists' increasingly personalized and diversified nighttime consumption demands, there is still more room for improvement in the night tour market innovation in 2022.

Museums and study tours will become consumption hotspots.

Recently, the General Office of the Ministry of Culture and Tourism, the General Office of the Ministry of Education, and the Office of the National Cultural Heritage Administration jointly issued the "Notice on Using Cultural and Tourism Resources and Cultural Relic Resources to Enhance the Spiritual Quality of Teenagers," requiring further integration of cultural and tourism resources and cultural relic resources, using after-school service time, holidays, and winter and summer vacations. It actively calls for the construction of youth education practice bases, and the design of high-quality study tour routes covering museums, memorials, open cultural relic protection units, archaeological site parks, and red tourism scenic spots for teenagers.

Lvwei Cultural Tourism believes that under the normalization of study activities, product development teams and marketing teams should be actively formed. Museum study courses should be proactively developed, study methods innovated, and online and offline marketing explored.