□ Guan Yubing

China's tourism market is undergoing profound changes. During the two sessions of the National People's Congress this year, Dai Bin, a member of the National Committee of the Chinese People's Political Consultative Conference and president of the China Tourism Academy, said that at present, the demand for tourism is shifting from standardization to personalization and quality. This shift not only reflects the upgrading of consumer demand, but also points out the direction for the development of the tourism industry. The new atmosphere of the tourism market is not only the inevitable result of consumption upgrading, but also a new starting point for the high-quality development of the tourism industry.

The change in tourism demand is the inevitable result of consumption upgrading. With the improvement of residents' income level and the change of consumption concept, more and more tourists are no longer satisfied with the same sightseeing tourism, but pursue personalized and in-depth tourism experience. Relevant data show that in China's domestic tourism market, the demand for personalized tourism products such as customized tours and theme tours continues to grow, and the proportion of traditional group tours continues to decline. Taking this year's Spring Festival holiday as an example, customized tour orders increased by more than 10 times year-on-year, and customized routes with New Year's flavor themes in Xi'an, Lijiang, and Langzhong increased by more than 0 times year-on-year. This trend will further promote the development of tourism products from simplification to diversification, from standardization to customization. Only by keeping up with this trend can tourism companies win market opportunities.

Changes in consumption have profoundly reshaped the form of tourism. The demand for personalization and quality has given rise to many forms of tourism, such as characteristic homestays, theme parks, health care, travel photography, etc. These emerging formats enrich the product supply, connect the upstream and downstream of the tourism industry chain, and promote its in-depth expansion. At the same time, the shift in consumer demand has also brought many niche travel destinations into the public eye. For example, rural tourism in Guizhou, Yunnan and other places has attracted a large number of tourists with its folk culture, pastoral scenery and experience projects, which has become an important driving force for rural revitalization and driven the balanced development of regional economy.

The change in tourism demand has also put forward new requirements for the development of the tourism industry. Tourism enterprises need to strengthen product innovation, improve service quality, and meet the personalized and quality needs of tourists. Government departments need to improve tourism infrastructure, optimize the tourism environment, and provide strong support for the development of the tourism industry. For example, many governments have provided tourists with a more convenient and comfortable travel experience by building smart tourism platforms, optimizing transportation networks, and improving public services. Only the coordination of government and enterprises can promote the high-quality development of the tourism industry.

The changes in the consumption side have pointed out the direction for the development of tourism. Tourist destinations should grasp this trend, further promote the transformation and upgrading of the tourism industry, and provide tourists with a richer and high-quality tourism experience. By innovating products, optimizing services, and improving supporting facilities, the tourism industry will usher in a new chapter of high-quality development, inject new momentum into economic growth, and add new colors to people's lives.