Machine bestowed by heaven

The development of summer tourism in 2013 suggests that the national summer tourism market has initially formed and the economic benefits of summer tourism are evident; Different destination cities have their own unique development paths and models. However, overall, the development of China's summer tourism industry is still in the stage of development and cultivation, manifested by the insufficient strategic height of summer tourism, often staying at the level of tourism departments and seasonal products; Summer tourism strengthens the advantage of the destination's summer climate in the market, invisibly suppressing or even negating the suitability of tourism in other seasons, resulting in significant negative regulatory pressure; The embryonic form of summer vacation economy is emerging, but there is insufficient understanding of the tourism industry attribute of summer vacation tourism, thinking that summer vacation tourism is "relying on the weather to eat". In reality, it is manifested as "climate is an objective advantage, but tourism is a weakness"; The industrial structure of the summer vacation economy is single, and industries such as summer vacation tourism, summer vacation tourism real estate, and tourism transportation are well developed. Other extended industries such as summer vacation and recuperation, and off-season agriculture are lagging behind; The lack of distinctive features in summer tourism products often results in a simple reorganization of existing routes and products, which cannot reflect the professionalism of summer tourism. Based on this, the 2014 report identified "market cultivation and professional guidance" as the keywords for this year.

In the summer of 2014, temperatures in most parts of the country were close to or slightly higher than the same period of the year, with more days experiencing high temperatures (35 ℃) in southeastern Chongqing, southwestern Hubei, and northern Hunan compared to the same period of the year. Research has shown that the demand for summer tourism was strong in 2014, and with the arrival of summer ahead of schedule, the demand advanced. Family outings are the main form of summer outings. Residents mainly choose short trips and a combination of short and short trips when choosing summer tourism. At the same time, from the perspective of summer tourism development, the brand influence of summer cities is insufficient, and the development and promotion efforts are insufficient.

From the supply perspective, local governments, tourism authorities, tourism and related enterprises have realized the market value of summer tourism. Local governments have launched various summer vacation activities, tourism enterprises have launched various summer vacation routes and products, various summer vacation tourism strategies are overwhelming, aviation enterprises have increased their flight routes, meteorological service departments have carried out targeted meteorological services, and the media has actively promoted and guided.

《XX》 Suggestion: Firstly, summer tourism destination cities should enhance their understanding of the value and importance of tourism climate resources, seize the "cool" opportunity bestowed by heaven, and focus on building summer tourism destinations and brands.

2、 The tourism regulatory authorities and enterprises should have a correct understanding of the tourism industry attributes of summer tourism, scientifically and reasonably plan, formulate standards for summer tourism management and services, and provide professional guidance. Combine national, medium to long distance, 3-5 day or more summer vacation bases with short range, 2-3 day summer vacation destinations. Planning several types of special summer tourism products and routes involves more than simply restructuring and packaging existing products. Some cross regional integrated development of summer tourism routes and products are good choices, such as the Yellow River Qianli style summer tourism line, the Heilongjiang Jilin Lake (Jingbo Lake, Wudalianchi) Guangshan (Changbai Mountain) color summer tourism line, and so on. Summer tourism cannot rely on "natural resources". The tourism regulatory authorities should provide more guidance in strengthening the industrial supply of summer tourism, improving the quality of summer tourism services, and ensuring destination safety. The media should cooperate to promote and promote summer vacation destinations. At the same time, the tourism regulatory authorities and meteorological departments should strengthen cooperation and provide timely and accurate public meteorological services for tourism, so that tourists can have a clear understanding of the selection of summer tourism destinations and the safety risk situation of the destination. In addition, current tourism statistics are mainly conducted on a quarterly and monthly basis. It is recommended that summer tourism destinations conduct tourism statistics on a seasonal and monthly basis, in order to provide a basis for fully grasping the laws of the summer tourism market.

3、 Extending the summer vacation industry chain and developing a broad summer vacation economy, future development should leap towards a broader connotation, transforming from a single and narrow summer vacation tourism to a broad summer vacation economy that combines multiple industries such as health preservation, recuperation and health care, festivals and exhibitions, forming an industrial chain centered on summer vacation tourism, integrating resources, front and back connections, and high levels, in order to achieve overall benefits based on complementary functions.

4、 Strengthen infrastructure construction, enhance service guarantee capabilities, especially during the peak summer tourism season, where problems such as inflated prices, bullying and poor service quality will also emerge. It is necessary to strengthen market supervision and tourism law enforcement to improve tourist satisfaction; Strengthen the safety guarantee of the elderly and provide strong guarantees in medical services, food hygiene, information services, and other aspects. Strengthen public meteorological services for tourism and provide accurate meteorological information in a timely manner.

Finally, it is necessary to highlight cultural characteristics, strengthen the brand construction of summer resort cities, and enhance the recognition of the city's summer resort image. In terms of publicity, it is particularly important to promote and guide tourists to establish awareness of the important relationship between climate and human health. The driving force of climate on tourism lies in the fact that some respiratory, cardiovascular, or psychiatric diseases such as depression can be alleviated or controlled through short-term long-distance travel, which is called climate therapy or transfer therapy abroad. Summer is a high incidence period for cardiovascular and cerebrovascular diseases in the elderly. Therefore, efforts should be made to establish a relationship between the cool climate and summer protection for cardiovascular and cerebrovascular diseases, and gain market recognition. Only then can the economy of migratory birds, their real estate, and tourism truly take shape.

Considering that many tourist cities with excellent and comfortable summer climates want to be actively included in the research sample, the China Tourism Research Institute and the Public Meteorological Service Center of the China Meteorological Administration plan to launch the observer unit system from 2015, and consider the declaration and naming of summer tourism observation points and the best summer tourism destinations.The top 15 cities ranked in July 2014 were Harbin, Kunming, Qingdao, Dalian, Guiyang, Yantai, Jilin City, Shenyang, Lijiang, Qinhuangdao, Changchun, Chengde, Yanbian, Xining, and Taiyuan. The top 15 cities ranked in August were Yantai, Dalian, Harbin, Kunming, Jilin City, Guiyang, Hohhot, Qingdao, Qinhuangdao, Shenyang, Yanbian, Changchun, Taiyuan, Xining, and Yan'an.