With the re-release of the demand for the cultural tourism market during the Qingming small holiday, many local policies and measures for the layout of the cultural tourism and health industry are frequent, and the industry prospects are more optimistic.
Since the "14th Five-Year Plan", with the acceleration of China's aging process, the rise of the health industry, and the revival of tourism, cultural tourism and health care as a new industrial term integrating multiple industries, has gradually been concerned by the whole society. In recent years, from the central to local governments, the development of cultural tourism and health care industry has given a high degree of support, and is committed to building a cultural tourism and health care industry cluster with its own advantages and characteristics.
The cultural tourism and health care industry in many places has made efforts to grasp the characteristics and seek differentiated advantages for development
Shanxi Provincial Department of Finance recently released news, this year the provincial financial allocation of cultural tourism development, cultural tourism awards and subsidies of 568 million yuan, in order to continue to play a good role in the guiding role of financial funds, support the mobilization of more social capital to participate in the cultural tourism and health care cluster, demonstration zone creation and major project construction, to support deepening the cultural tourism and health care industry supply-side structural reform, Promote the integration and coordinated development of diversified formats of cultural, tourism and health care products, and stimulate the vitality of the main body of cultural, tourism and health care management and the internal impetus for development.
Shinan District of Qingdao City, Shandong Province recently launched the "Embrace spring healthy life" Huahai South Flower Appreciation activity in Shinan District, which combines cultural tourism, health care, ocean and flower appreciation four regional "treasure" resources, showing Shanwan City's unique charm in cultural tourism and health care industry in an all-round way. For a long time, Shinan District of Qingdao has been committed to creating a cultural and health care brand IP of "Shanhai City in the South of the City", integrating multidimensional elements such as medicine, health care, tourism, residence and recreation, deeply linking Qingdao Zhanshan Sanatorium, 11 cultural attractions in Dao City, Marine climate resources, mountain oxygen bar and other characteristic resources, and specially introducing flexible combination products of "short-term health care + long-term health care".
Huangshan City, Anhui Province recently held the "Dahuangshan world-class leisure and health tourism destination construction Promotion meeting" deeply focused on the needs of cultural tourism and health industry, Anhui Province Development and Reform Commission issued at the end of 2023 "Dahuangshan world-class leisure and health tourism destination construction action Plan" to read, Four cities of Dahuangshan (Huangshan, Chizhou, Xuancheng, Anqing) have signed project contracts with key investment enterprises, with a total investment of more than 12.5 billion yuan, to promote the construction of high-end service clusters such as medical and health care, exhibition economy, and cultural services.
Chengde City, Hebei Province has also ushered in the development of cultural tourism and health this year. Chengde City is adjacent to Beijing, with obvious location advantages, superior ecological environment, profound cultural heritage, and good conditions for the development of health care industry. In view of this, Chengde City seized the development opportunity, paid close attention to the needs of elderly care services, vigorously developed the elderly care industry and silver economy, accelerated the cultivation of high-end formats such as "hot spring + elderly care", and actively established cooperative relations with Beijing and Tianjin, fully undertook the relocation of elderly care needs in Beijing and Tianjin, and created a coordinated development pattern of Beijing-Tianjin tourism and health care.
Culture, tourism, health care is an inevitable combination and an important component of the silver economy
Elderly care is a complex people's livelihood industry, involving finance, medical care, health care, travel and other service industries, according to the data released by the National Bureau of Statistics show that by the end of 2023, China's population aged 60 and above a total of 297 million people, accounting for 21.1% of the country's population, is expected to 2035, China's elderly population will break through 400 million mark.
The state attaches great importance to the elderly care industry. In early January this year, The General Office of the State Council issued the Opinions on Developing the Silver Economy to Improve the Well-being of the Elderly, which for the first time included the development of the silver economy as an important part of cultivating new economic growth drivers. At the same time, it also clearly pointed out that it is necessary to expand tourism service formats for the silver population by improving tourism service facilities. Encourage the development of various tourism products, strengthen tourism market supervision and other ways to continuously improve the well-being of the elderly. This year's "Government Work Report" also mentioned the word "pension" 13 times, in particular, the implementation of a national strategy to actively respond to the aging population. We will strengthen the supply of goods and services for the elderly and vigorously develop the silver-haired economy.
According to the research group of the National Social Science Foundation "Research on Pension Consumption and pension Industry Development", the scale of the pension industry will exceed 2.5 trillion yuan by 2030, and the scale of the pension industry is expected to reach 21.95 trillion yuan by 2050.
The needs of the elderly for health and living are gradually clarified and expanded. Cultural and tourism health care is the double product of industrial development and social needs, and it is also an important part of the silver hair economy. It means to rely on good natural ecological environment and cultural and historical health care resources, and adopt various methods such as caring for the environment, sightseeing and recreation, health sports, cultural experience, spiritual cultivation, health management, rehabilitation and physiotherapy. The sum total of various tourist activities that enable visitors to achieve a fine state of natural harmony in body, mind and spirit.
Under the promotion of relevant planning and policies, China's cultural tourism and health care industry has stimulated a strong market potential. It is reported that in 2015, the size of the domestic cultural tourism market was about 40 billion yuan, and from 2015 to 2019, the average annual compound growth rate of cultural tourism related industries was as high as 20%. Affected by the epidemic, the market size of cultural tourism and health care declined slightly to 81.3 billion yuan in 2020, and recovered to 90 billion yuan in 2021. However, overall performance is still above macroeconomic expectations.
At the same time, according to the Annual Report on China's Domestic Tourism Development (2022-2023) released by the China Tourism Academy, the total number of middle-aged and elderly tourists aged 45 and above will reach 1.194 billion in 2021, accounting for 36.81% of the domestic tourism market. From 2016 to 2020, the average annual growth rate of cultural tourism consumption for the elderly in China is as high as 23%, and the consumption amount of cultural tourism for the elderly in 2021 will exceed 700 billion yuan, and the silver ethnic group is gradually becoming an important engine of cultural tourism consumption.
In recent years, cultural tourism and health care has become one of the most endogenous driving industries, the domestic elderly care service policy is favorable, the market space is huge, cultural tourism industry since last year also ushered in the outbreak of industry, in the context of healthy China strategy and consumption upgrading, the future market size of cultural tourism and health care may never be underestimated, but it is far from the outbreak time.
