​Jilin to develop 'new tourism' with targeted measures

At the 10th plenary session of the 11th CPC Jilin Provincial Committee, "new tourism" was listed among the six "new industries" Jilin will vigorously promote in the future, namely new energy, new auto, new materials, new agriculture, new tourism and new e-commerce.

While clarifying the direction for Jilin in its efforts to build tourism into a one-trillion-yuan pillar industry and to become a big travel name in China, "new tourism" also poses new questions for the travel industry:  In what ways is "new tourism" new? How to promote "new tourism?"

To have sound answers, it is crucial to understand, in the first place, what are the things that change and do not change in tourism. The changes are often reflected in the upgraded consumption, the increasingly diverse market and the ever-changing demand. For example, external changes in the past two years, particularly the pandemic, have prompted the tourism industry to transform its ways of development. However, there is one thing that never changes in tourism development: Tourism, in essence, is a spiritual demand of human beings and involves travel and consumption in a place rather than one's residential area. The more developed the society and the economy are, the broader the growth prospects for the tourism industry are.

First, "new tourism" is new in its position in the local economy. Among the above-mentioned six "new  industries," "new tourism" has the closest relations to the four new fields of priorities for facilities investment set at the same meeting – new infrastructure, new environment, new life, and new consumption. New tourism projects need the support of new infrastructure, a new tourism image needs the back of a new environment, and new tourism leads to and creates new life and new consumption. All these determine that to build tourism into a one-trillion-yuan pillar industry involves combined and continuing efforts of all levels and all related industries.

Practice has proven that it is with the great attention from the CPC Jilin Provincial Committee and the provincial government and the support and coordination from all department and localities that Jilin's tourism industry has grown from a minor industry to a pillar industry and moved from a marginal position to the center stage of Jilin's economy.

To develop "new tourism," it is necessary to further break institutional and industrial barriers and integrate resources at a higher level and across broader fields.

Second, "new tourism" is new in people's perception of tourism. "New tourism" involves a rethink of the traditional tourism industry and the forming of new development philosophies to meet new requirement and guide new practices.  

In terms of tourism resources, in the past, only tangible resources were utilized, with sightseeing tours dominating tourist activities. Going forward, both tangible and intangible tourism resources should be tapped to develop leisure holidays, cultural experience products, and consumption and entertainment activities. 

In terms of tourism products, those requiring high investment and long return periods should give way to products featuring high-tech and immersive experience. 

In terms of tourism marketing, a shift is needed from nondiscriminatory marketing in different places to targeted and all-media marketing. 

In terms of cultivation of tourism professionals, the focus should change from cultivating service-oriented professionals to management-oriented ones. 

In terms of the ways tours are organized, in the past, travel agencies were the main organizer of group tours, interprovincial tours and international tours. In the future, more individualized products and services such as self-organized tours, tailored tours, short-distance tours and self-driving tours, will be launched on online platforms.

Third, "new tourism" is new in its drivers. The traditional model is driven by the supply side, especially resources. Design of tourist products is primarily based on the supply of tourist resources, without due regard to market demand. As a result, some of the products lack attractiveness and competitiveness. It is essential to realize that it is the demands of tourists, which are rich, diverse, and ever-changing, that should be the internal driving force for the upgrading of tourist products and the transformation of the tourism industry.

Fourth,"new tourism" is new in its development path. The six traditional factors of tourism -- dining, accommodation, travelling, sightseeing, shopping and entertainment -- can no longer meet the diverse demands of tourists. Products that offer integrated and immersive experiences should be the future direction.

"New tourism" also requires the committment to integrated tourism. Top-notch villages, tourist towns, counties with distinctive flavors, cultural blocks and famous tourist cities should be built based on the cultural and tourism resources of both urban and rural areas. Tourist complexes and thematic functional zones are also advisable forms, and urban commercial areas should encompass more tourist functions.

"New tourism" also calls for the further integration of culture and tourism. To this end, the quality of tourist shows, cultural heritage tours, and distinctive festivals, conventions and exhibitions should be enhanced, and the cultural dimension of tourist products should be expanded to promote cultural and tourism consumption.

In addition, "new tourism" involves multiple industries. For example, Jilin's industrial heritages and its leading position in the pharmaceutical industry should be tapped to develop industrial tours and health tours. Education can also be a dimension that can be added to cultural and tourism products, so products featuring cultural experiences, innovation, popularization of knowledge and interaction between parents and children can be better designed. Low-altitude flight tours, self-driving tours, outdoor tours and water-thematic tours are also among the new forms of business that are advisable in the development of "new tourism."