Dai Bin | Impact of the COVID-19 pandemic on the tourism industry and countermeasures

Recently, the article "The Impact of the COVID-19 Pandemic on the Tourism Industry and Countermeasures" written by President Dai Bin of our institute was reprinted in full by the People's Congress newspaper and periodical photocopy material "Tourism Management". The original article was published in the 6th issue of "People's Forum·Academic Frontier" in 2020. The full text is as follows: After the great impact on major tourism countries and the world tourism industry, the theory of crisis response in the tourism industry has gradually been enriched and improved. The PHEIC alert mechanism proposed by the World Health Organization (WHO) after the SARS incident has been activated six times in the past fifteen years, including the COVID-19 pandemic. For irresistible external risks, the tourism system needs to scientifically assess the impact of the epidemic on both the market and the industry under the unified leadership of the central government, fully learn from international and domestic historical experiences, and scientifically judge and calmly respond according to the development stages of the outbreak, the middle and late stages of the epidemic, and the post-epidemic period, and continuously improve the governance system and governance capabilities in the tourism field. In the early stage of the epidemic: stop organizing groups, close scenic spots, and focus on prevention and control. In the early stage of the outbreak, government departments promptly shifted their focus. In order to implement the important instruction of General Secretary Xi Jinping to "put the safety of people's lives and health first", the Ministry of Culture and Tourism has taken decisive measures since the first day of the Spring Festival holiday, shifting the focus of work from "ensuring supply and prospering the market" to "stopping group tours, closing scenic spots, and preventing epidemics" based on scientific research and judgment on the relationship between the epidemic and tourism. Tourist attractions, museums, cultural centers, theaters and other cultural and tourism venues were closed in a timely manner, performances, foreign visits, travel agency group business, public gatherings, and large-scale activities in star-rated hotels were stopped, and the lives of the general public were effectively protected. According to monitoring data, organized tourism activities were reduced until they were completely stopped. The number of tourists visiting relatives and friends also decreased by more than 76% year-on-year, and the activity radius of the destination continued to shrink to about 2 kilometers, reducing nearly half of the expected consumption. The suspension of the group market sent a clear signal to the individual market and achieved effective transmission. Without these decisive measures, the nearly 500 million tourists expected to move around the country and the world before the festival, especially the millions of outbound and tens of millions of domestic tourist groups, such a large volume of mobile consumption and gathering activities, is entirely possible to bring about unpredictable epidemic spread and diffusion. While actively cooling down tourism activities, the cultural and tourism system actively expanded digital cultural products to meet the public's online entertainment needs during the epidemic. The "Museum Online Exhibition Platform" on the website of the State Administration of Cultural Heritage temporarily expanded the online exhibition content and presented it through new media and VR technologies; museums across the country launched more than 2,000 online exhibitions. At the initiative of the China Audio-Visual and Digital Publishing Association, dozens of digital reading companies such as Yuewen Group and Himalaya also opened their selected resources to users for free. Films such as "Lost in Russia" launched on platforms such as Toutiao during the Spring Festival changed from theater broadcasts to free online broadcasts, greatly meeting the public's online cultural needs. Guide the industry to take the initiative to take responsibility and demonstrate a responsible tourism image. National tourism activities were organized to cool down until they stopped. While effectively blocking the spread and spread of the epidemic through tourism activities, it also caused travel agencies, OTAs, accommodation, scenic spots, shopping and other tourism companies to suffer huge losses and bear unprecedented financial and employment pressures. In this sense, the tourism industry has been at the forefront of the fight against the epidemic from the very beginning. Traditional travel agencies such as China Tourism Group, Caesar, Huacheng, Utour, Guangzhi Travel, and Spring Airlines, and online travel operators represented by Ctrip, Meituan, Fliggy, Tongcheng, and Tuniu, responded to the national call at the first time and quickly launched the "lossless cancellation" service when their own businesses were suspended and suffered huge losses. The customer service staff of the company worked overtime to serve the cancellation needs. The scope of free cancellation has been expanded from the confirmed epidemic group and fellow tourists to all kinds of front-line staff. The order range covers all types of orders on the entire network, and the cancellation method has been expanded from manual to online self-service cancellation. It is precisely because of the active pressure on tourism companies that the majority of tourists have deepened their recognition of the government's emergency decision-making and the quality of tourism services. Hotel groups and shared accommodation platforms such as BTG Home Inn, Jinjiang, Plateno, Tujia, Sweden, Huazhu, Airbnb, and Dongcheng have provided tourists with free cancellation guarantees and provided free accommodation for Wuhan medical staff. Meituan Hotel has joined hands with Huazhu, Home Inn, Plateno and many other hotel groups to launch the "Return to Work and Stay Safe" special topic to provide epidemic prevention and safe accommodation for people returning to work. Spring Airlines and other airlines are carrying relief supplies free of charge on all routes. Overseas tour guides in many places have joined the fundraising ranks to transport masks, goggles and other scarce supplies from abroad. In assisting tourists to change their itineraries, they can abide by the industry values ​​of "tourists first, sincere service" and convey more positive energy through the Internet. Facts have proved that this is an industry team that obeys the overall situation and has the courage to take responsibility in a critical period, and can also reassure the country and the industry. Before the epidemic turns and is fully under control, epidemic prevention and control are the top priorities of the cultural and tourism system and the tourism front. Before the epidemic ends, organized tourism activities cannot be released, and the tourism consumption scenes of individual tourists and visiting relatives and friends are also shrinking further. Tourism is a highly market-dependent and highly market-oriented field. Without consumption and the market, tourism companies, especially travel agencies and online travel service providers, cannot fully resume production like key research institutions and industrial enterprises. The main work tone of the government tourism authorities is to educate and guide the tourism front, continue to focus on scientifically analyzing the situation of increasing return tourists, growing national leisure demand, and increasing corporate financial and employee employment pressures, and implement the work arrangements for epidemic prevention and control in a solid and detailed manner, and resolutely prevent the spread and spread of the epidemic through organized tourism activities. Pay attention to tourist satisfaction and guide the market to bottom out in an orderly manner. Thanks to the understanding, recognition and mutual cooperation of the tourism front, 94.25% of tourists expressed understanding of the changes in itineraries and the extraordinary measures taken by the government and the industry during the special period during the entire Spring Festival holiday. The China Tourism Academy (Data Center of the Ministry of Culture and Tourism) conducted a continuous survey on tourism mentality and tourism behavior during the epidemic through the China Tourism Big Data Independent Research Platform. The data shows that cultural and tourism-related policies have responded to public needs and have received absolute support. At the beginning of the epidemic, most respondents said that they would take the initiative to reduce outdoor and venue activities such as temple fairs, gardens, cinemas, museums, amusement parks, and Spring Festival gatherings. In addition to worrying about their own safety and the worsening of the epidemic, the patriotic sentiment of "not causing trouble for the country" was also the main reason for most tourists to cancel their trips. During the epidemic, civilized travel withstood the great test, and travel was generally stable and orderly. Tourists' overall satisfaction with the Spring Festival journey during the epidemic reached more than 78 points, and their satisfaction with the cancellation of orders and itineraries reached more than 87 points. Benefiting from the epidemic protection policies of departments such as transportation and tourism, most tourists said that the cancellation of transportation, free travel, tickets and other orders was convenient and there was no loss. Only about 15% of the respondents said it was very troublesome and there were some losses. Due to the cancellation of some flights, high-speed rail and railways, most tourists also said that the refund and ticket change could be processed in time. Most free or group tourists said that they were well prepared for the travel to prevent the epidemic. 86% of Hubei respondents who went to other places said that the destination government and relevant departments had given full protection. Yunnan Province, Zhanjiang, Guangdong, Guilin, Guangxi and other provinces opened designated hotels for Hubei tourists, which also became a model for learning in various places. The survey shows that tourists are optimistic about the epidemic response and post-epidemic trend of the tourism industry, and more perfect epidemic response plans and more effective post-epidemic stimulus policies are highly anticipated. Regarding "attitudes and views on tourism after the epidemic ends", 71.5% of the respondents said that they would travel after a period of stability after the epidemic ends, and 20.7% said that they would travel as soon as possible after the epidemic is over. The understanding and recognition of the government's decision-making by the majority of tourists, especially the recognition of the tourism industry, has laid a solid market foundation for the steady decline and effective bottoming of tourism consumption during the Spring Festival, and has also accumulated real momentum for the bottoming out during the epidemic and the revitalization after the epidemic. In the middle and late stages of the epidemic: accumulate confidence, bottom the industry, and resume work in an orderly manner. Scientifically assess the impact of the epidemic to avoid the spread of panic in the entire industry. This major epidemic has had a significant impact on all walks of life in the national economy, and the highly market-oriented tourism industry is one of the industries with the largest revenue reduction. After the organized tourism activities were stopped, investment institutions and market players began to care about how much the tourism economy was affected, and it would be best to have accurate statistical data. The government should promptly organize professional institutions to carry out special research and professional calculations, but it should not simply equate the cessation of organized tourism activities and the closure of tourist attractions with the overall stagnation of tourism economic activities. On the one hand, data and opinions that are not rigorous and may mislead the industry, such as "the tourism industry directly lost 500 billion yuan during the Spring Festival", "the tourism industry lost 20 billion yuan every day", "the tourism industry lost 3 trillion yuan throughout the year", "the complete elimination of certain industries", etc., should be clarified in a timely manner from the professional perspective of tourism statistics and impact research. On the other hand, professional statistics, measurement and evaluation work should be carried out in a timely manner, and data and main conclusions should be released. We should neither turn a blind eye to the impact of the epidemic on the tourism economy, nor exaggerate the losses or even cause market panic with rhythmic headlines. Taking the seven-day Spring Festival holiday as an example, tourism activities other than organized groups and visiting relatives and friends have been greatly reduced until they have been completely stopped, but group tourists, self-guided tourists and tourists visiting relatives and friends who arrived at the destination before the festival, as well as their basic consumption such as catering, accommodation, shopping, and communications, still exist. From the statistical data, from New Year's Eve to the sixth day of the first lunar month, although the tourism market has decreased by more than 40% year-on-year, there is still a market stock of nearly 250 million tourists and 280 billion yuan in revenue. Based on comprehensive research on policies, demand and supply, the China Tourism Academy does not think that the tourism economy in 2020 is too pessimistic, and the baseline expectation continues to be relatively optimistic. The research team assumed that the battle against the COVID-19 epidemic would be won at three time points: the end of March to mid-April, the end of May to mid-June, and the end of July to mid-August. The World Health Organization lifted the PHEIC three months later. Through simulation calculations and professional evaluations, the team formed three optimistic, baseline and pessimistic judgments on the operation of the tourism economy throughout the year. Among them, the results of the benchmark analysis show that: affected by the COVID-19 epidemic, in the first quarter and the whole year of 2020, the number of domestic tourists decreased by 56% and 15.5% respectively, and the number of domestic tourists decreased by 932 million year-on-year; domestic tourism revenue decreased by 69% and 20.6% respectively, and the annual revenue decreased by 1.18 trillion yuan; the number of inbound tourists in the first quarter and the whole year decreased by 51.7% and 34.7%, and the international tourism revenue decreased by 59.8% and 40.6% respectively, and the annual revenue decreased by 50.32 million and 53.4 billion US dollars respectively; the number of outbound tourists in the first quarter and the whole year decreased by 42.6% and 17.6% respectively, and the annual revenue decreased by 27.63 million year-on-year. Of course, we hope that there will be an optimistic situation. The impact of the epidemic on the tourism market is mainly limited to the first quarter, and the above indicators and related data will naturally be adjusted accordingly. The two fundamentals of the market and the industry have not changed due to the epidemic, accumulating confidence in the tourism industry to overcome the epidemic. The market fundamentals supporting the operation of the tourism economy have not changed, and domestic tourism consumption has bottomed out and rebounded. A special survey conducted by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) for urban and rural residents showed that most respondents judged that the epidemic "may further expand, but it is generally controllable", and a small number of respondents worried that "it has not been fully controlled and the situation is relatively tense". Regarding "attitudes and views on tourism after the end of the epidemic", 71.5% of respondents said that they would travel after the epidemic ended and stabilized for a period of time, 20.7% said that they would travel as soon as possible after the epidemic was over, and 7.8% had no strong desire to travel or did not care. More and more people believe that the epidemic will eventually pass, and the canceled travel plans will be carried out when it is more beautiful. Respondents in provinces and cities such as Jiangxi, Hunan, Guangdong, Henan, Guangxi, Fujian, Anhui, Inner Mongolia, Beijing, Shanxi, and Hebei are more eager to travel after the epidemic ends, and most respondents' travel is mainly restricted by time factors. The industry fundamentals that guide the development of the tourism economy have not disappeared, and the momentum of self-repair and R&D innovation is gathering. A special survey conducted by the China Tourism Academy on the supply side of tourism shows that the overall expectations of the interviewed entrepreneurs and managers for the tourism industry throughout the year have begun to turn from pessimism half a month ago to relative pessimism and relative optimism. 54% of the respondents believe that the risks are controllable and they can overcome the difficulties, 24% believe that the risks vary depending on the capabilities of the enterprises, and 21% believe that the risks are increasing and the number of bankrupt enterprises is increasing. Half of the respondents believe that the epidemic will reduce the total tourism economy by 10 percentage points for the whole year, but the tourism industry will continue to lead the macro economy. The industry has more confidence in the domestic market. 26% believe that it will recover quickly after the epidemic, and 66% believe that it will be delayed by 1 to 3 months. 70% said that they will fully carry out market promotion and fully resume production and operation after the epidemic. In fact, with the emergence of the effects of macro policies such as development and reform, finance, finance, business, culture and tourism and specific policies of local governments, tourism enterprises have begun to recover from the initial extreme pessimism and fear of not seeing the future, and confidence has been re-accumulated, and various forms of self-help and mutual assistance actions have been carried out. Judging from the recent industry public opinion, more and more tourism groups, small and medium-sized enterprises and start-ups are no longer blindly anxious and pin their hopes on government rescue. Instead, they are based on the concept of "enterprise self-help, industry mutual assistance, and government bottoming out" and assume common but differentiated responsibilities. Tourism has become an important indicator of modern living standards, and has become a rigid demand and normalized lifestyle for people's happy life. Since 2000, domestic tourism has continued to grow at a high speed, which is promoting the in-depth development of mass tourism and profoundly affecting and supporting the sustainable development of the national tourism economy. The fundamentals of the inbound and outbound tourism market will not change because of this epidemic, the tourism supply stock is still there, and the spirit of the team will not be dispersed. The people have needs, the market has supply, and the policy has support. Temporary difficulties will eventually pass. Tourism will not only overcome this epidemic, but also usher in a better development situation. Introduce a policy to rescue enterprises and support the bottom line, and guide the industry to help each other and save itself. The goal of industrial policy during the epidemic is to focus on the supply side and support the bottom line of the industry's strength. Tourism enterprises cannot be closed down on a large scale, employees cannot be unemployed on a large scale, and the industry cannot have a phenomenal level of negative public opinion. In particular, it is necessary to prevent the unnecessary separation and tearing between upstream and downstream enterprises in the industrial chain and related institutions of the ecological system. The central government and the Development and Reform Commission, Industry and Information Technology, Commerce, Finance, and Finance have successively introduced and will continue to introduce a series of policies to stabilize employment, stabilize the market, and stabilize expectations. The State Council Executive Meeting introduced a phased reduction and exemption of corporate social security fees and the implementation of the policy of postponing the payment of housing provident funds by enterprises, which gave market entities a full sense of gain. Local governments at all levels have also strengthened their support for industries that have been severely affected in terms of tax reduction and exemption, incentives and subsidies, debt extensions, expanded investment, and resumption of work and production. How the tourism administrative department can coordinate major suppliers and local resources including foreign airlines within the framework of laws, regulations and industry practices, and guide enterprises to assume common but differentiated responsibilities, will become an important issue for improving the governance system and enhancing governance capabilities in the tourism field. Travel agencies, OTAs, hotels, homestays, scenic spots, and theme parks should not only talk about the particularity of tourism enterprises, but also talk about the commonality of enterprises, and make full use of the inclusive policies of the central and local governments to support enterprises, especially small and medium-sized enterprises. The policy of the tourism administrative department to temporarily return 80% of the quality deposit of travel agencies has been implemented. Through the joint prevention and control mechanism of the epidemic, it is strengthening coordination with the civil aviation, industry and information technology, development and reform, finance, finance, commerce and other departments on how to ensure the cash flow of tourism enterprises and other major demands, and will seriously study and release industrial policies and administrative measures with industry characteristics in due course. Tourism enterprises have done a lot of work to protect the legitimate rights and interests of tourists. After basically ending the processing of large-scale cancellations, mutual assistance and self-help in the entire industry have become the focus. Under the initiative of associations and chambers of commerce and the promotion of tourism groups, upstream and downstream enterprises and partners are also carrying out industry mutual assistance actions. Jinjiang International has raised 3.5 billion yuan to support its 7,500 hotels to overcome difficulties. Among them, liquidity support loans and material procurement loans with an interest rate of no more than 4.5%, and reductions in franchise fees and management fees are all very practical measures. China Tourism Group has launched new businesses such as "Online Bus Mall" and online booking of duty-free goods. From January 27 to February 13, 2020, Sanya Duty Free City achieved a year-on-year sales growth of 92% online. In addition to ensuring that tourists can refund and change without loss, Lingnan Group is launching a take-out and safe home-based delicious service through Lingnan Hotels and Guangzhi Travel Easy Travel Platform, so that ordinary people can enjoy the delicious food customized by famous chefs without leaving home. Ctrip has launched a 100 million yuan major disaster guarantee fund to share the losses of lossless cancellations with suppliers and partners. Online platforms such as Tongcheng are actively expanding their e-commerce retail businesses. Airlines such as Dongfang, Spring Airlines, Jixiang, Huaxia, Chongqing, and Sichuan Airlines have seized the transportation needs of orderly resumption of work and production in various places and actively launched charter services with flexible prices. Orderly guidance and scientific guidance for tourism enterprises to resume work and business. Before the central government announced an overwhelming victory in epidemic prevention and control, the conditions for fully opening organized tourism activities and fully opening tourist attractions across the country were not yet in place, and the timing was not yet ripe. For a developing country with a population of 1.4 billion and the world's second largest economy, the cost of a long-term shutdown of economic activities is unbearable. While preventing and controlling the epidemic, the central government is also coordinating the resumption of work and production of various enterprises, focusing on the material guarantee and people's livelihood guarantee related to epidemic prevention and control, as well as enterprises in key areas of stabilizing growth and promoting employment. The tourism sector also has the problem of coordinating epidemic prevention and control and industrial development. Tourism enterprises include not only travel agencies and tourist attractions, but also tourism accommodation formats such as hotels and homestays, tourism shopping formats such as tax refund exemption, etc. If there are no hotels, catering, and leisure services, who will guarantee the lives of enterprises and front-line personnel who have resumed work? Without the follow-up of productive services, how can the circulation, business, and conference activities of industrial enterprises be carried out? Under the guidance of the tourism economic system view and the tourism industry ecological view, the tourism authorities should guide the resumption of work and production of tourism enterprises of different types in different regions in an orderly manner. Due to the inadequate understanding of the nature of the industry and the spirit of the policy, the resumption rate of the service industry in the middle and late stages of the epidemic was relatively low, especially the resumption rate of production services for epidemic prevention materials and accommodation, catering, leisure and other life services for front-line epidemic prevention personnel. Under the condition of low resumption rate of the service industry, the operation of the national economy has problems such as difficulty in matching the upstream and downstream production links of the industrial chain, as well as difficulty in matching production and services, and resumption of work and life. In some areas, small and medium-sized tourism accommodation, catering, life and leisure and business travel service enterprises that have resumed work and production lack effective professional guidance from authoritative departments, and to varying degrees, they are in a dilemma of insufficient prevention and control and excessive prevention and control. To this end, the fiscal policies issued by the central and local governments should focus on solving the lack of liquidity of small and medium-sized enterprises. On the basis of the current policies, financial subsidies should be given to hotels, scenic spots, travel agencies, and OTAs for lossless cancellations, or rewards should be used instead of subsidies. Financial policies should focus on solving the debt extension and liquidity loans of small and medium-sized tourism enterprises. Industrial policies should provide subsidies, rewards and guidance to enterprises that use big data, artificial intelligence, 5G communications and other modern technologies to create consumption scenarios and improve service efficiency in production and life-style services, and promote the digital reform and transformation and upgrading of small and medium-sized enterprises. For front-line tourism practitioners, especially licensed tour guides who are employed flexibly and independently, job stabilization subsidies should be issued in a timely manner. Post-epidemic period: Release demand, cultivate momentum, and comprehensively promote high-quality development of the tourism industry. The cultural and tourism system and the tourism front should implement the spirit of the Central Economic Work Conference and adhere to the promotion of high-quality development of the tourism industry. Is tourist satisfaction high? Is tourism enterprise efficiency good? Does the tourism industry have sufficient stamina for development? Regardless of whether there is this epidemic, these three practical issues closely related to the high-quality development of the tourism industry must be answered by the tourism system and the tourism front, and they must be answered well. If tourists are not satisfied, enterprises have no benefits, and the industry has no stamina, even if there is no epidemic, the tourism industry will fall at any slight disturbance. On the contrary, if the majority of tourists are satisfied and willing to follow the industry, and employees have a sense of gain and are willing to follow enterprises, coupled with the support of the economic and social environment after the comprehensive construction of a well-off society, the tourism industry will have no obstacles that it cannot overcome. The high-quality development of the tourism industry requires us to no longer follow the traditional resource-driven development model, but to actively cultivate new drivers such as science and technology, education, and talents, and to seek benefits from research and development and innovation. The cultural and tourism system and the tourism industry should implement the important instructions of General Secretary Xi Jinping on cultural and tourism work, and adhere to the promotion of the integrated development of culture and tourism. On the basis of the work of the past two years, we should further strengthen the construction of contemporary cultural and tourism development theory, study the market trend and consumption evolution law, and rely on market entities such as tourism groups, listed companies, professional institutions and entrepreneurial teams to effectively promote the true integration, deep integration and wide integration of cultural and tourism work. To achieve this goal, the tourism system needs to recognize that consumer entities do not have a sufficient sense of gain and satisfaction with the integration of culture and tourism, that market entities lack sufficient recognition and cohesion for the integration of culture and tourism, and that administrative entities have not yet conducted systematic and in-depth research on cultural resources and the tourism market. Today's tourism has a more obvious social attribute, and it is becoming a trend to deliver travel routes, experience projects and services through human connections rather than traditional travel agency channels and OTA platforms. With the increase in industry concentration, large tourism companies will set up special product design teams and promote the rise of the laboratory economy. Experienced employees will link the target customer groups and partially replace the original online stores and online platform functions. To grasp these trends and rules, especially to achieve the integrated development of culture and tourism in product experience and service interface, we cannot rely on meetings and deployments at all levels within the system and training behind closed doors, but rely on market entities full of vitality and vigor to let enterprises and entrepreneurs try and break through. The cultural and tourism system and the tourism industry should implement the people-centered development concept and insist on promoting the coordinated development of the three major markets of domestic tourism, inbound tourism and outbound tourism. Without the continuous release of tourism demand potential and the expansion of the tourism market scale, "tourism +" or "+ tourism" will become a sourceless water and a rootless tree. Among the three major markets, the foundation is domestic tourism, and the opportunity is that the market is sinking, consumption is upgrading, and the frequency is accelerating. If there is an optimistic situation in which the epidemic is fully controlled at the end of March and the beginning of April, we should not lower the guiding indicators formulated at the beginning of the year, especially the domestic tourism market indicators. On the contrary, in order to ensure the established goals and tasks of tourism economic development, the development expectations of the domestic tourism market should be raised by more than 2 points. To this end, we must strengthen the construction of tourism infrastructure and public services, and release new consumer demands such as summer tourism, ice and snow tourism, night tourism, parent-child tourism, food tourism, study tourism, and self-driving tourism. At the same time, the determination to develop inbound tourism must not be shaken in the slightest. We must take the reorganization of the National Tourism Promotion Organization as a starting point and visa facilitation as a breakthrough to promote the national tourism image from traditional to modern. The focus of outbound tourism should be further focused, and key tasks such as tourism safety, civilized tourism and international cooperation should be grasped. Epidemic prevention and control is a phased work. The completion of the annual goals and tasks still needs to return to the goals of the "13th Five-Year Plan" and the start of the "14th Five-Year Plan", and return to the strategic goal of a tourism power. The cultural and tourism system and the tourism industry should implement the spirit of the Fourth Plenary Session of the 19th CPC Central Committee, adhere to the improvement of the tourism governance system, and enhance governance capabilities. Tourism governance mainly includes tourism market promotion, tourism industry supervision, and tourism economic operation monitoring and macro-control. Grasping promotion cannot be satisfied with holding conferences, making reports, issuing documents, and issuing brands, and strong supervision cannot be limited to campaign-style law enforcement such as open and secret inspections and star-down and delisting. For a long time, we have been very good at using rules and regulations to draw bottom lines and red lines for market players. However, the culture and tourism system still has a lot of work to do in terms of how to use a development perspective, innovative thinking, and market-oriented means to satisfy the tourism rights of citizens, guide market players to become bigger, stronger, and better, and in terms of crisis event management, and policy reserves for tourism economic monitoring and regulation. If the industry guidance unit cannot coordinate international relations externally, does not know how to convey a positive image, does not know how to help enterprises internally, and cannot provide cutting-edge content for training, even if it has power, it will not be able to make a sense of existence. Judging from the response to this epidemic, the public governance capacity in the tourism field, especially the reserve and application level of tools for early warning, intervention, coordination, guidance, and feedback, really needs to be greatly improved. Exploring a comprehensive law enforcement mechanism in the new era, and effectively improving the governance system and enhancing governance capabilities through innovative systems that promote inclusive supervision and fault tolerance, are important tasks for the post-epidemic revitalization and tourism development of the culture and tourism system. (This article is the result of the National Social Science Fund Key Project "Research on the Growth Potential and Development Dynamics of Tourism Economy under the New Normal and New Orientation", Project No.: 17AJY022) Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting (please do not reprint in "original" format)Recently, the article "The Impact of the COVID-19 Pandemic on the Tourism Industry and Countermeasures" written by President Dai Bin of our institute was reprinted in full by the People's Congress newspaper and periodical photocopy material "Tourism Management". The original article was published in the 6th issue of "People's Forum·Academic Frontier" in 2020. The full text is as follows: After the great impact on major tourism countries and the world tourism industry, the theory of crisis response in the tourism industry has gradually been enriched and improved. The PHEIC alert mechanism proposed by the World Health Organization (WHO) after the SARS incident has been activated six times in the past fifteen years, including the COVID-19 pandemic. For irresistible external risks, the tourism system needs to scientifically assess the impact of the epidemic on both the market and the industry under the unified leadership of the central government, fully learn from international and domestic historical experiences, and scientifically judge and calmly respond according to the development stages of the outbreak, the middle and late stages of the epidemic, and the post-epidemic period, and continuously improve the governance system and governance capabilities in the tourism field. In the early stage of the epidemic: stop organizing groups, close scenic spots, and focus on prevention and control. In the early stage of the outbreak, government departments promptly shifted their focus. In order to implement the important instruction of General Secretary Xi Jinping to "put the safety of people's lives and health first", the Ministry of Culture and Tourism has taken decisive measures since the first day of the Spring Festival holiday, shifting the focus of work from "ensuring supply and prospering the market" to "stopping group tours, closing scenic spots, and preventing epidemics" based on scientific research and judgment on the relationship between the epidemic and tourism. Tourist attractions, museums, cultural centers, theaters and other cultural and tourism venues were closed in a timely manner, performances, foreign visits, travel agency group business, public gatherings, and large-scale activities in star-rated hotels were stopped, and the lives of the general public were effectively protected. According to monitoring data, organized tourism activities were reduced until they were completely stopped. The number of tourists visiting relatives and friends also decreased by more than 76% year-on-year, and the activity radius of the destination continued to shrink to about 2 kilometers, reducing nearly half of the expected consumption. The suspension of the group market sent a clear signal to the individual market and achieved effective transmission. Without these decisive measures, the nearly 500 million tourists expected to move around the country and the world before the festival, especially the millions of outbound and tens of millions of domestic tourist groups, such a large volume of mobile consumption and gathering activities, is entirely possible to bring about unpredictable epidemic spread and diffusion. While actively cooling down tourism activities, the cultural and tourism system actively expanded digital cultural products to meet the public's online entertainment needs during the epidemic. The "Museum Online Exhibition Platform" on the website of the State Administration of Cultural Heritage temporarily expanded the online exhibition content and presented it through new media and VR technologies; museums across the country launched more than 2,000 online exhibitions. At the initiative of the China Audio-Visual and Digital Publishing Association, dozens of digital reading companies such as Yuewen Group and Himalaya also opened their selected resources to users for free. Films such as "Lost in Russia" launched on platforms such as Toutiao during the Spring Festival changed from theater broadcasts to free online broadcasts, greatly meeting the public's online cultural needs. Guide the industry to take the initiative to take responsibility and demonstrate a responsible tourism image. National tourism activities were organized to cool down until they stopped. While effectively blocking the spread and spread of the epidemic through tourism activities, it also caused travel agencies, OTAs, accommodation, scenic spots, shopping and other tourism companies to suffer huge losses and bear unprecedented financial and employment pressures. In this sense, the tourism industry has been at the forefront of the fight against the epidemic from the very beginning. Traditional travel agencies such as China Tourism Group, Caesar, Huacheng, Utour, Guangzhi Travel, and Spring Airlines, and online travel operators represented by Ctrip, Meituan, Fliggy, Tongcheng, and Tuniu, responded to the national call at the first time and quickly launched the "lossless cancellation" service when their own businesses were suspended and suffered huge losses. The customer service staff of the company worked overtime to serve the cancellation needs. The scope of free cancellation has been expanded from the confirmed epidemic group and fellow tourists to all kinds of front-line staff. The order range covers all types of orders on the entire network, and the cancellation method has been expanded from manual to online self-service cancellation. It is precisely because of the active pressure on tourism companies that the majority of tourists have deepened their recognition of the government's emergency decision-making and the quality of tourism services. Hotel groups and shared accommodation platforms such as BTG Home Inn, Jinjiang, Plateno, Tujia, Sweden, Huazhu, Airbnb, and Dongcheng have provided tourists with free cancellation guarantees and provided free accommodation for Wuhan medical staff. Meituan Hotel has joined hands with Huazhu, Home Inn, Plateno and many other hotel groups to launch the "Return to Work and Stay Safe" special topic to provide epidemic prevention and safe accommodation for people returning to work. Spring Airlines and other airlines are carrying relief supplies free of charge on all routes. Overseas tour guides in many places have joined the fundraising ranks to transport masks, goggles and other scarce supplies from abroad. In assisting tourists to change their itineraries, they can abide by the industry values ​​of "tourists first, sincere service" and convey more positive energy through the Internet. Facts have proved that this is an industry team that obeys the overall situation and has the courage to take responsibility in a critical period, and can also reassure the country and the industry. Before the epidemic turns and is fully under control, epidemic prevention and control are the top priorities of the cultural and tourism system and the tourism front. Before the epidemic ends, organized tourism activities cannot be released, and the tourism consumption scenes of individual tourists and visiting relatives and friends are also shrinking further. Tourism is a highly market-dependent and highly market-oriented field. Without consumption and the market, tourism companies, especially travel agencies and online travel service providers, cannot fully resume production like key research institutions and industrial enterprises. The main work tone of the government tourism authorities is to educate and guide the tourism front, continue to focus on scientifically analyzing the situation of increasing return tourists, growing national leisure demand, and increasing corporate financial and employee employment pressures, and implement the work arrangements for epidemic prevention and control in a solid and detailed manner, and resolutely prevent the spread and spread of the epidemic through organized tourism activities. Pay attention to tourist satisfaction and guide the market to bottom out in an orderly manner. Thanks to the understanding, recognition and mutual cooperation of the tourism front, 94.25% of tourists expressed understanding of the changes in itineraries and the extraordinary measures taken by the government and the industry during the special period during the entire Spring Festival holiday. The China Tourism Academy (Data Center of the Ministry of Culture and Tourism) conducted a continuous survey on tourism mentality and tourism behavior during the epidemic through the China Tourism Big Data Independent Research Platform. The data shows that cultural and tourism-related policies have responded to public needs and have received absolute support. At the beginning of the epidemic, most respondents said that they would take the initiative to reduce outdoor and venue activities such as temple fairs, gardens, cinemas, museums, amusement parks, and Spring Festival gatherings. In addition to worrying about their own safety and the worsening of the epidemic, the patriotic sentiment of "not causing trouble for the country" was also the main reason for most tourists to cancel their trips. During the epidemic, civilized travel withstood the great test, and travel was generally stable and orderly. Tourists' overall satisfaction with the Spring Festival journey during the epidemic reached more than 78 points, and their satisfaction with the cancellation of orders and itineraries reached more than 87 points. Benefiting from the epidemic protection policies of departments such as transportation and tourism, most tourists said that the cancellation of transportation, free travel, tickets and other orders was convenient and there was no loss. Only about 15% of the respondents said it was very troublesome and there were some losses. Due to the cancellation of some flights, high-speed rail and railways, most tourists also said that the refund and ticket change could be processed in time. Most free or group tourists said that they were well prepared for the travel to prevent the epidemic. 86% of Hubei respondents who went to other places said that the destination government and relevant departments had given full protection. Yunnan Province, Zhanjiang, Guangdong, Guilin, Guangxi and other provinces opened designated hotels for Hubei tourists, which also became a model for learning in various places. The survey shows that tourists are optimistic about the epidemic response and post-epidemic trend of the tourism industry, and more perfect epidemic response plans and more effective post-epidemic stimulus policies are highly anticipated. Regarding "attitudes and views on tourism after the epidemic ends", 71.5% of the respondents said that they would travel after a period of stability after the epidemic ends, and 20.7% said that they would travel as soon as possible after the epidemic is over. The understanding and recognition of the government's decision-making by the majority of tourists, especially the recognition of the tourism industry, has laid a solid market foundation for the steady decline and effective bottoming of tourism consumption during the Spring Festival, and has also accumulated real momentum for the bottoming out during the epidemic and the revitalization after the epidemic. In the middle and late stages of the epidemic: accumulate confidence, bottom the industry, and resume work in an orderly manner. Scientifically assess the impact of the epidemic to avoid the spread of panic in the entire industry. This major epidemic has had a significant impact on all walks of life in the national economy, and the highly market-oriented tourism industry is one of the industries with the largest revenue reduction. After the organized tourism activities were stopped, investment institutions and market players began to care about how much the tourism economy was affected, and it would be best to have accurate statistical data. The government should promptly organize professional institutions to carry out special research and professional calculations, but it should not simply equate the cessation of organized tourism activities and the closure of tourist attractions with the overall stagnation of tourism economic activities. On the one hand, data and opinions that are not rigorous and may mislead the industry, such as "the tourism industry directly lost 500 billion yuan during the Spring Festival", "the tourism industry lost 20 billion yuan every day", "the tourism industry lost 3 trillion yuan throughout the year", "the complete elimination of certain industries", etc., should be clarified in a timely manner from the professional perspective of tourism statistics and impact research. On the other hand, professional statistics, measurement and evaluation work should be carried out in a timely manner, and data and main conclusions should be released. We should neither turn a blind eye to the impact of the epidemic on the tourism economy, nor exaggerate the losses or even cause market panic with rhythmic headlines. Taking the seven-day Spring Festival holiday as an example, tourism activities other than organized groups and visiting relatives and friends have been greatly reduced until they have been completely stopped, but group tourists, self-guided tourists and tourists visiting relatives and friends who arrived at the destination before the festival, as well as their basic consumption such as catering, accommodation, shopping, and communications, still exist. From the statistical data, from New Year's Eve to the sixth day of the first lunar month, although the tourism market has decreased by more than 40% year-on-year, there is still a market stock of nearly 250 million tourists and 280 billion yuan in revenue. Based on comprehensive research on policies, demand and supply, the China Tourism Academy does not think that the tourism economy in 2020 is too pessimistic, and the baseline expectation continues to be relatively optimistic. The research team assumed that the battle against the COVID-19 epidemic would be won at three time points: the end of March to mid-April, the end of May to mid-June, and the end of July to mid-August. The World Health Organization lifted the PHEIC three months later. Through simulation calculations and professional evaluations, the team formed three optimistic, baseline and pessimistic judgments on the operation of the tourism economy throughout the year. Among them, the results of the benchmark analysis show that: affected by the COVID-19 epidemic, in the first quarter and the whole year of 2020, the number of domestic tourists decreased by 56% and 15.5% respectively, and the number of domestic tourists decreased by 932 million year-on-year; domestic tourism revenue decreased by 69% and 20.6% respectively, and the annual revenue decreased by 1.18 trillion yuan; the number of inbound tourists in the first quarter and the whole year decreased by 51.7% and 34.7%, and the international tourism revenue decreased by 59.8% and 40.6% respectively, and the annual revenue decreased by 50.32 million and 53.4 billion US dollars respectively; the number of outbound tourists in the first quarter and the whole year decreased by 42.6% and 17.6% respectively, and the annual revenue decreased by 27.63 million year-on-year. Of course, we hope that there will be an optimistic situation. The impact of the epidemic on the tourism market is mainly limited to the first quarter, and the above indicators and related data will naturally be adjusted accordingly. The two fundamentals of the market and the industry have not changed due to the epidemic, accumulating confidence in the tourism industry to overcome the epidemic. The market fundamentals supporting the operation of the tourism economy have not changed, and domestic tourism consumption has bottomed out and rebounded. A special survey conducted by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) for urban and rural residents showed that most respondents judged that the epidemic "may further expand, but it is generally controllable", and a small number of respondents worried that "it has not been fully controlled and the situation is relatively tense". Regarding "attitudes and views on tourism after the end of the epidemic", 71.5% of respondents said that they would travel after the epidemic ended and stabilized for a period of time, 20.7% said that they would travel as soon as possible after the epidemic was over, and 7.8% had no strong desire to travel or did not care. More and more people believe that the epidemic will eventually pass, and the canceled travel plans will be carried out when it is more beautiful. Respondents in provinces and cities such as Jiangxi, Hunan, Guangdong, Henan, Guangxi, Fujian, Anhui, Inner Mongolia, Beijing, Shanxi, and Hebei are more eager to travel after the epidemic ends, and most respondents' travel is mainly restricted by time factors. The industry fundamentals that guide the development of the tourism economy have not disappeared, and the momentum of self-repair and R&D innovation is gathering. A special survey conducted by the China Tourism Academy on the supply side of tourism shows that the overall expectations of the interviewed entrepreneurs and managers for the tourism industry throughout the year have begun to turn from pessimism half a month ago to relative pessimism and relative optimism. 54% of the respondents believe that the risks are controllable and they can overcome the difficulties, 24% believe that the risks vary depending on the capabilities of the enterprises, and 21% believe that the risks are increasing and the number of bankrupt enterprises is increasing. Half of the respondents believe that the epidemic will reduce the total tourism economy by 10 percentage points for the whole year, but the tourism industry will continue to lead the macro economy. The industry has more confidence in the domestic market. 26% believe that it will recover quickly after the epidemic, and 66% believe that it will be delayed by 1 to 3 months. 70% said that they will fully carry out market promotion and fully resume production and operation after the epidemic. In fact, with the emergence of the effects of macro policies such as development and reform, finance, finance, business, culture and tourism and specific policies of local governments, tourism enterprises have begun to recover from the initial extreme pessimism and fear of not seeing the future, and confidence has been re-accumulated, and various forms of self-help and mutual assistance actions have been carried out. Judging from the recent industry public opinion, more and more tourism groups, small and medium-sized enterprises and start-ups are no longer blindly anxious and pin their hopes on government rescue. Instead, they are based on the concept of "enterprise self-help, industry mutual assistance, and government bottoming out" and assume common but differentiated responsibilities. Tourism has become an important indicator of modern living standards, and has become a rigid demand and normalized lifestyle for people's happy life. Since 2000, domestic tourism has continued to grow at a high speed, which is promoting the in-depth development of mass tourism and profoundly affecting and supporting the sustainable development of the national tourism economy. The fundamentals of the inbound and outbound tourism market will not change because of this epidemic, the tourism supply stock is still there, and the spirit of the team will not be dispersed. The people have needs, the market has supply, and the policy has support. Temporary difficulties will eventually pass. Tourism will not only overcome this epidemic, but also usher in a better development situation. Introduce a policy to rescue enterprises and support the bottom line, and guide the industry to help each other and save itself. The goal of industrial policy during the epidemic is to focus on the supply side and support the bottom line of the industry's strength. Tourism enterprises cannot be closed down on a large scale, employees cannot be unemployed on a large scale, and the industry cannot have a phenomenal level of negative public opinion. In particular, it is necessary to prevent the unnecessary separation and tearing between upstream and downstream enterprises in the industrial chain and related institutions of the ecological system. The central government and the Development and Reform Commission, Industry and Information Technology, Commerce, Finance, and Finance have successively introduced and will continue to introduce a series of policies to stabilize employment, stabilize the market, and stabilize expectations. The State Council Executive Meeting introduced a phased reduction and exemption of corporate social security fees and the implementation of the policy of postponing the payment of housing provident funds by enterprises, which gave market entities a full sense of gain. Local governments at all levels have also strengthened their support for industries that have been severely affected in terms of tax reduction and exemption, incentives and subsidies, debt extensions, expanded investment, and resumption of work and production. How the tourism administrative department can coordinate major suppliers and local resources including foreign airlines within the framework of laws, regulations and industry practices, and guide enterprises to assume common but differentiated responsibilities, will become an important issue for improving the governance system and enhancing governance capabilities in the tourism field. Travel agencies, OTAs, hotels, homestays, scenic spots, and theme parks should not only talk about the particularity of tourism enterprises, but also talk about the commonality of enterprises, and make full use of the inclusive policies of the central and local governments to support enterprises, especially small and medium-sized enterprises. The policy of the tourism administrative department to temporarily return 80% of the quality deposit of travel agencies has been implemented. Through the joint prevention and control mechanism of the epidemic, it is strengthening coordination with the civil aviation, industry and information technology, development and reform, finance, finance, commerce and other departments on how to ensure the cash flow of tourism enterprises and other major demands, and will seriously study and release industrial policies and administrative measures with industry characteristics in due course. Tourism enterprises have done a lot of work to protect the legitimate rights and interests of tourists. After basically ending the processing of large-scale cancellations, mutual assistance and self-help in the entire industry have become the focus. Under the initiative of associations and chambers of commerce and the promotion of tourism groups, upstream and downstream enterprises and partners are also carrying out industry mutual assistance actions. Jinjiang International has raised 3.5 billion yuan to support its 7,500 hotels to overcome difficulties. Among them, liquidity support loans and material procurement loans with an interest rate of no more than 4.5%, and reductions in franchise fees and management fees are all very practical measures. China Tourism Group has launched new businesses such as "Online Bus Mall" and online booking of duty-free goods. From January 27 to February 13, 2020, Sanya Duty Free City achieved a year-on-year sales growth of 92% online. In addition to ensuring that tourists can refund and change without loss, Lingnan Group is launching a take-out and safe home-based delicious service through Lingnan Hotels and Guangzhi Travel Easy Travel Platform, so that ordinary people can enjoy the delicious food customized by famous chefs without leaving home. Ctrip has launched a 100 million yuan major disaster guarantee fund to share the losses of lossless cancellations with suppliers and partners. Online platforms such as Tongcheng are actively expanding their e-commerce retail businesses. Airlines such as Dongfang, Spring Airlines, Jixiang, Huaxia, Chongqing, and Sichuan Airlines have seized the transportation needs of orderly resumption of work and production in various places and actively launched charter services with flexible prices. Orderly guidance and scientific guidance for tourism enterprises to resume work and business. Before the central government announced an overwhelming victory in epidemic prevention and control, the conditions for fully opening organized tourism activities and fully opening tourist attractions across the country were not yet in place, and the timing was not yet ripe. For a developing country with a population of 1.4 billion and the world's second largest economy, the cost of a long-term shutdown of economic activities is unbearable. While preventing and controlling the epidemic, the central government is also coordinating the resumption of work and production of various enterprises, focusing on the material guarantee and people's livelihood guarantee related to epidemic prevention and control, as well as enterprises in key areas of stabilizing growth and promoting employment. The tourism sector also has the problem of coordinating epidemic prevention and control and industrial development. Tourism enterprises include not only travel agencies and tourist attractions, but also tourism accommodation formats such as hotels and homestays, tourism shopping formats such as tax refund exemption, etc. If there are no hotels, catering, and leisure services, who will guarantee the lives of enterprises and front-line personnel who have resumed work? Without the follow-up of productive services, how can the circulation, business, and conference activities of industrial enterprises be carried out? Under the guidance of the tourism economic system view and the tourism industry ecological view, the tourism authorities should guide the resumption of work and production of tourism enterprises of different types in different regions in an orderly manner. Due to the inadequate understanding of the nature of the industry and the spirit of the policy, the resumption rate of the service industry in the middle and late stages of the epidemic was relatively low, especially the resumption rate of production services for epidemic prevention materials and accommodation, catering, leisure and other life services for front-line epidemic prevention personnel. Under the condition of low resumption rate of the service industry, the operation of the national economy has problems such as difficulty in matching the upstream and downstream production links of the industrial chain, as well as difficulty in matching production and services, and resumption of work and life. In some areas, small and medium-sized tourism accommodation, catering, life and leisure and business travel service enterprises that have resumed work and production lack effective professional guidance from authoritative departments, and to varying degrees, they are in a dilemma of insufficient prevention and control and excessive prevention and control. To this end, the fiscal policies issued by the central and local governments should focus on solving the lack of liquidity of small and medium-sized enterprises. On the basis of the current policies, financial subsidies should be given to hotels, scenic spots, travel agencies, and OTAs for lossless cancellations, or rewards should be used instead of subsidies. Financial policies should focus on solving the debt extension and liquidity loans of small and medium-sized tourism enterprises. Industrial policies should provide subsidies, rewards and guidance to enterprises that use big data, artificial intelligence, 5G communications and other modern technologies to create consumption scenarios and improve service efficiency in production and life-style services, and promote the digital reform and transformation and upgrading of small and medium-sized enterprises. For front-line tourism practitioners, especially licensed tour guides who are employed flexibly and independently, job stabilization subsidies should be issued in a timely manner. Post-epidemic period: Release demand, cultivate momentum, and comprehensively promote high-quality development of the tourism industry. The cultural and tourism system and the tourism front should implement the spirit of the Central Economic Work Conference and adhere to the promotion of high-quality development of the tourism industry. Is tourist satisfaction high? Is tourism enterprise efficiency good? Does the tourism industry have sufficient stamina for development? Regardless of whether there is this epidemic, these three practical issues closely related to the high-quality development of the tourism industry must be answered by the tourism system and the tourism front, and they must be answered well. If tourists are not satisfied, enterprises have no benefits, and the industry has no stamina, even if there is no epidemic, the tourism industry will fall at any slight disturbance. On the contrary, if the majority of tourists are satisfied and willing to follow the industry, and employees have a sense of gain and are willing to follow enterprises, coupled with the support of the economic and social environment after the comprehensive construction of a well-off society, the tourism industry will have no obstacles that it cannot overcome. The high-quality development of the tourism industry requires us to no longer follow the traditional resource-driven development model, but to actively cultivate new drivers such as science and technology, education, and talents, and to seek benefits from research and development and innovation. The cultural and tourism system and the tourism industry should implement the important instructions of General Secretary Xi Jinping on cultural and tourism work, and adhere to the promotion of the integrated development of culture and tourism. On the basis of the work of the past two years, we should further strengthen the construction of contemporary cultural and tourism development theory, study the market trend and consumption evolution law, and rely on market entities such as tourism groups, listed companies, professional institutions and entrepreneurial teams to effectively promote the true integration, deep integration and wide integration of cultural and tourism work. To achieve this goal, the tourism system needs to recognize that consumer entities do not have a sufficient sense of gain and satisfaction with the integration of culture and tourism, that market entities lack sufficient recognition and cohesion for the integration of culture and tourism, and that administrative entities have not yet conducted systematic and in-depth research on cultural resources and the tourism market. Today's tourism has a more obvious social attribute, and it is becoming a trend to deliver travel routes, experience projects and services through human connections rather than traditional travel agency channels and OTA platforms. With the increase in industry concentration, large tourism companies will set up special product design teams and promote the rise of the laboratory economy. Experienced employees will link the target customer groups and partially replace the original online stores and online platform functions. To grasp these trends and rules, especially to achieve the integrated development of culture and tourism in product experience and service interface, we cannot rely on meetings and deployments at all levels within the system and training behind closed doors, but rely on market entities full of vitality and vigor to let enterprises and entrepreneurs try and break through. The cultural and tourism system and the tourism industry should implement the people-centered development concept and insist on promoting the coordinated development of the three major markets of domestic tourism, inbound tourism and outbound tourism. Without the continuous release of tourism demand potential and the expansion of the tourism market scale, "tourism +" or "+ tourism" will become a sourceless water and a rootless tree. Among the three major markets, the foundation is domestic tourism, and the opportunity is that the market is sinking, consumption is upgrading, and the frequency is accelerating. If there is an optimistic situation in which the epidemic is fully controlled at the end of March and the beginning of April, we should not lower the guiding indicators formulated at the beginning of the year, especially the domestic tourism market indicators. On the contrary, in order to ensure the established goals and tasks of tourism economic development, the development expectations of the domestic tourism market should be raised by more than 2 points. To this end, we must strengthen the construction of tourism infrastructure and public services, and release new consumer demands such as summer tourism, ice and snow tourism, night tourism, parent-child tourism, food tourism, study tourism, and self-driving tourism. At the same time, the determination to develop inbound tourism must not be shaken in the slightest. We must take the reorganization of the National Tourism Promotion Organization as a starting point and visa facilitation as a breakthrough to promote the national tourism image from traditional to modern. The focus of outbound tourism should be further focused, and key tasks such as tourism safety, civilized tourism and international cooperation should be grasped. Epidemic prevention and control is a phased work. The completion of the annual goals and tasks still needs to return to the goals of the "13th Five-Year Plan" and the start of the "14th Five-Year Plan", and return to the strategic goal of a tourism power. The cultural and tourism system and the tourism industry should implement the spirit of the Fourth Plenary Session of the 19th CPC Central Committee, adhere to the improvement of the tourism governance system, and enhance governance capabilities. Tourism governance mainly includes tourism market promotion, tourism industry supervision, and tourism economic operation monitoring and macro-control. Grasping promotion cannot be satisfied with holding conferences, making reports, issuing documents, and issuing brands, and strong supervision cannot be limited to campaign-style law enforcement such as open and secret inspections and star-down and delisting. For a long time, we have been very good at using rules and regulations to draw bottom lines and red lines for market players. However, the culture and tourism system still has a lot of work to do in terms of how to use a development perspective, innovative thinking, and market-oriented means to satisfy the tourism rights of citizens, guide market players to become bigger, stronger, and better, and in terms of crisis event management, and policy reserves for tourism economic monitoring and regulation. If the industry guidance unit cannot coordinate international relations externally, does not know how to convey a positive image, does not know how to help enterprises internally, and cannot provide cutting-edge content for training, even if it has power, it will not be able to make a sense of existence. Judging from the response to this epidemic, the public governance capacity in the tourism field, especially the reserve and application level of tools for early warning, intervention, coordination, guidance, and feedback, really needs to be greatly improved. Exploring a comprehensive law enforcement mechanism in the new era, and effectively improving the governance system and enhancing governance capabilities through innovative systems that promote inclusive supervision and fault tolerance, are important tasks for the post-epidemic revitalization and tourism development of the culture and tourism system. (This article is the result of the National Social Science Fund Key Project "Research on the Growth Potential and Development Dynamics of Tourism Economy under the New Normal and New Orientation", Project No.: 17AJY022) Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting (please do not reprint in "original" format)Recently, the article "The Impact of the COVID-19 Pandemic on the Tourism Industry and Countermeasures" written by President Dai Bin of our institute was reprinted in full by the People's Congress newspaper and periodical photocopy material "Tourism Management". The original article was published in the 6th issue of "People's Forum·Academic Frontier" in 2020. The full text is as follows: After the great impact on major tourism countries and the world tourism industry, the theory of crisis response in the tourism industry has gradually been enriched and improved. The PHEIC alert mechanism proposed by the World Health Organization (WHO) after the SARS incident has been activated six times in the past fifteen years, including the COVID-19 pandemic. For irresistible external risks, the tourism system needs to scientifically assess the impact of the epidemic on both the market and the industry under the unified leadership of the central government, fully learn from international and domestic historical experiences, and scientifically judge and calmly respond according to the development stages of the outbreak, the middle and late stages of the epidemic, and the post-epidemic period, and continuously improve the governance system and governance capabilities in the tourism field. In the early stage of the epidemic: stop organizing groups, close scenic spots, and focus on prevention and control. In the early stage of the outbreak, government departments promptly shifted their focus. In order to implement the important instruction of General Secretary Xi Jinping to "put the safety of people's lives and health first", the Ministry of Culture and Tourism has taken decisive measures since the first day of the Spring Festival holiday, shifting the focus of work from "ensuring supply and prospering the market" to "stopping group tours, closing scenic spots, and preventing epidemics" based on scientific research and judgment on the relationship between the epidemic and tourism. Tourist attractions, museums, cultural centers, theaters and other cultural and tourism venues were closed in a timely manner, performances, foreign visits, travel agency group business, public gatherings, and large-scale activities in star-rated hotels were stopped, and the lives of the general public were effectively protected. According to monitoring data, organized tourism activities were reduced until they were completely stopped. The number of tourists visiting relatives and friends also decreased by more than 76% year-on-year, and the activity radius of the destination continued to shrink to about 2 kilometers, reducing nearly half of the expected consumption. The suspension of the group market sent a clear signal to the individual market and achieved effective transmission. Without these decisive measures, the nearly 500 million tourists expected to move around the country and the world before the festival, especially the millions of outbound and tens of millions of domestic tourist groups, such a large volume of mobile consumption and gathering activities, is entirely possible to bring about unpredictable epidemic spread and diffusion. While actively cooling down tourism activities, the cultural and tourism system actively expanded digital cultural products to meet the public's online entertainment needs during the epidemic. The "Museum Online Exhibition Platform" on the website of the State Administration of Cultural Heritage temporarily expanded the online exhibition content and presented it through new media and VR technologies; museums across the country launched more than 2,000 online exhibitions. At the initiative of the China Audio-Visual and Digital Publishing Association, dozens of digital reading companies such as Yuewen Group and Himalaya also opened their selected resources to users for free. Films such as "Lost in Russia" launched on platforms such as Toutiao during the Spring Festival changed from theater broadcasts to free online broadcasts, greatly meeting the public's online cultural needs. Guide the industry to take the initiative to take responsibility and demonstrate a responsible tourism image. National tourism activities were organized to cool down until they stopped. While effectively blocking the spread and spread of the epidemic through tourism activities, it also caused travel agencies, OTAs, accommodation, scenic spots, shopping and other tourism companies to suffer huge losses and bear unprecedented financial and employment pressures. In this sense, the tourism industry has been at the forefront of the fight against the epidemic from the very beginning. Traditional travel agencies such as China Tourism Group, Caesar, Huacheng, Utour, Guangzhi Travel, and Spring Airlines, and online travel operators represented by Ctrip, Meituan, Fliggy, Tongcheng, and Tuniu, responded to the national call at the first time and quickly launched the "lossless cancellation" service when their own businesses were suspended and suffered huge losses. The customer service staff of the company worked overtime to serve the cancellation needs. The scope of free cancellation has been expanded from the confirmed epidemic group and fellow tourists to all kinds of front-line staff. The order range covers all types of orders on the entire network, and the cancellation method has been expanded from manual to online self-service cancellation. It is precisely because of the active pressure on tourism companies that the majority of tourists have deepened their recognition of the government's emergency decision-making and the quality of tourism services. Hotel groups and shared accommodation platforms such as BTG Home Inn, Jinjiang, Plateno, Tujia, Sweden, Huazhu, Airbnb, and Dongcheng have provided tourists with free cancellation guarantees and provided free accommodation for Wuhan medical staff. Meituan Hotel has joined hands with Huazhu, Home Inn, Plateno and many other hotel groups to launch the "Return to Work and Stay Safe" special topic to provide epidemic prevention and safe accommodation for people returning to work. Spring Airlines and other airlines are carrying relief supplies free of charge on all routes. Overseas tour guides in many places have joined the fundraising ranks to transport masks, goggles and other scarce supplies from abroad. In assisting tourists to change their itineraries, they can abide by the industry values ​​of "tourists first, sincere service" and convey more positive energy through the Internet. Facts have proved that this is an industry team that obeys the overall situation and has the courage to take responsibility in a critical period, and can also reassure the country and the industry. Before the epidemic turns and is fully under control, epidemic prevention and control are the top priorities of the cultural and tourism system and the tourism front. Before the epidemic ends, organized tourism activities cannot be released, and the tourism consumption scenes of individual tourists and visiting relatives and friends are also shrinking further. Tourism is a highly market-dependent and highly market-oriented field. Without consumption and the market, tourism companies, especially travel agencies and online travel service providers, cannot fully resume production like key research institutions and industrial enterprises. The main work tone of the government tourism authorities is to educate and guide the tourism front, continue to focus on scientifically analyzing the situation of increasing return tourists, growing national leisure demand, and increasing corporate financial and employee employment pressures, and implement the work arrangements for epidemic prevention and control in a solid and detailed manner, and resolutely prevent the spread and spread of the epidemic through organized tourism activities. Pay attention to tourist satisfaction and guide the market to bottom out in an orderly manner. Thanks to the understanding, recognition and mutual cooperation of the tourism front, 94.25% of tourists expressed understanding of the changes in itineraries and the extraordinary measures taken by the government and the industry during the special period during the entire Spring Festival holiday. The China Tourism Academy (Data Center of the Ministry of Culture and Tourism) conducted a continuous survey on tourism mentality and tourism behavior during the epidemic through the China Tourism Big Data Independent Research Platform. The data shows that cultural and tourism-related policies have responded to public needs and have received absolute support. At the beginning of the epidemic, most respondents said that they would take the initiative to reduce outdoor and venue activities such as temple fairs, gardens, cinemas, museums, amusement parks, and Spring Festival gatherings. In addition to worrying about their own safety and the worsening of the epidemic, the patriotic sentiment of "not causing trouble for the country" was also the main reason for most tourists to cancel their trips. During the epidemic, civilized travel withstood the great test, and travel was generally stable and orderly. Tourists' overall satisfaction with the Spring Festival journey during the epidemic reached more than 78 points, and their satisfaction with the cancellation of orders and itineraries reached more than 87 points. Benefiting from the epidemic protection policies of departments such as transportation and tourism, most tourists said that the cancellation of transportation, free travel, tickets and other orders was convenient and there was no loss. Only about 15% of the respondents said it was very troublesome and there were some losses. Due to the cancellation of some flights, high-speed rail and railways, most tourists also said that the refund and ticket change could be processed in time. Most free or group tourists said that they were well prepared for the travel to prevent the epidemic. 86% of Hubei respondents who went to other places said that the destination government and relevant departments had given full protection. Yunnan Province, Zhanjiang, Guangdong, Guilin, Guangxi and other provinces opened designated hotels for Hubei tourists, which also became a model for learning in various places. The survey shows that tourists are optimistic about the epidemic response and post-epidemic trend of the tourism industry, and more perfect epidemic response plans and more effective post-epidemic stimulus policies are highly anticipated. Regarding "attitudes and views on tourism after the epidemic ends", 71.5% of the respondents said that they would travel after a period of stability after the epidemic ends, and 20.7% said that they would travel as soon as possible after the epidemic is over. The understanding and recognition of the government's decision-making by the majority of tourists, especially the recognition of the tourism industry, has laid a solid market foundation for the steady decline and effective bottoming of tourism consumption during the Spring Festival, and has also accumulated real momentum for the bottoming out during the epidemic and the revitalization after the epidemic. In the middle and late stages of the epidemic: accumulate confidence, bottom the industry, and resume work in an orderly manner. Scientifically assess the impact of the epidemic to avoid the spread of panic in the entire industry. This major epidemic has had a significant impact on all walks of life in the national economy, and the highly market-oriented tourism industry is one of the industries with the largest revenue reduction. After the organized tourism activities were stopped, investment institutions and market players began to care about how much the tourism economy was affected, and it would be best to have accurate statistical data. The government should promptly organize professional institutions to carry out special research and professional calculations, but it should not simply equate the cessation of organized tourism activities and the closure of tourist attractions with the overall stagnation of tourism economic activities. On the one hand, data and opinions that are not rigorous and may mislead the industry, such as "the tourism industry directly lost 500 billion yuan during the Spring Festival", "the tourism industry lost 20 billion yuan every day", "the tourism industry lost 3 trillion yuan throughout the year", "the complete elimination of certain industries", etc., should be clarified in a timely manner from the professional perspective of tourism statistics and impact research. On the other hand, professional statistics, measurement and evaluation work should be carried out in a timely manner, and data and main conclusions should be released. We should neither turn a blind eye to the impact of the epidemic on the tourism economy, nor exaggerate the losses or even cause market panic with rhythmic headlines. Taking the seven-day Spring Festival holiday as an example, tourism activities other than organized groups and visiting relatives and friends have been greatly reduced until they have been completely stopped, but group tourists, self-guided tourists and tourists visiting relatives and friends who arrived at the destination before the festival, as well as their basic consumption such as catering, accommodation, shopping, and communications, still exist. From the statistical data, from New Year's Eve to the sixth day of the first lunar month, although the tourism market has decreased by more than 40% year-on-year, there is still a market stock of nearly 250 million tourists and 280 billion yuan in revenue. Based on comprehensive research on policies, demand and supply, the China Tourism Academy does not think that the tourism economy in 2020 is too pessimistic, and the baseline expectation continues to be relatively optimistic. The research team assumed that the battle against the COVID-19 epidemic would be won at three time points: the end of March to mid-April, the end of May to mid-June, and the end of July to mid-August. The World Health Organization lifted the PHEIC three months later. Through simulation calculations and professional evaluations, the team formed three optimistic, baseline and pessimistic judgments on the operation of the tourism economy throughout the year. Among them, the results of the benchmark analysis show that: affected by the COVID-19 epidemic, in the first quarter and the whole year of 2020, the number of domestic tourists decreased by 56% and 15.5% respectively, and the number of domestic tourists decreased by 932 million year-on-year; domestic tourism revenue decreased by 69% and 20.6% respectively, and the annual revenue decreased by 1.18 trillion yuan; the number of inbound tourists in the first quarter and the whole year decreased by 51.7% and 34.7%, and the international tourism revenue decreased by 59.8% and 40.6% respectively, and the annual revenue decreased by 50.32 million and 53.4 billion US dollars respectively; the number of outbound tourists in the first quarter and the whole year decreased by 42.6% and 17.6% respectively, and the annual revenue decreased by 27.63 million year-on-year. Of course, we hope that there will be an optimistic situation. The impact of the epidemic on the tourism market is mainly limited to the first quarter, and the above indicators and related data will naturally be adjusted accordingly. The two fundamentals of the market and the industry have not changed due to the epidemic, accumulating confidence in the tourism industry to overcome the epidemic. The market fundamentals supporting the operation of the tourism economy have not changed, and domestic tourism consumption has bottomed out and rebounded. A special survey conducted by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) for urban and rural residents showed that most respondents judged that the epidemic "may further expand, but it is generally controllable", and a small number of respondents worried that "it has not been fully controlled and the situation is relatively tense". Regarding "attitudes and views on tourism after the end of the epidemic", 71.5% of respondents said that they would travel after the epidemic ended and stabilized for a period of time, 20.7% said that they would travel as soon as possible after the epidemic was over, and 7.8% had no strong desire to travel or did not care. More and more people believe that the epidemic will eventually pass, and the canceled travel plans will be carried out when it is more beautiful. Respondents in provinces and cities such as Jiangxi, Hunan, Guangdong, Henan, Guangxi, Fujian, Anhui, Inner Mongolia, Beijing, Shanxi, and Hebei are more eager to travel after the epidemic ends, and most respondents' travel is mainly restricted by time factors. The industry fundamentals that guide the development of the tourism economy have not disappeared, and the momentum of self-repair and R&D innovation is gathering. A special survey conducted by the China Tourism Academy on the supply side of tourism shows that the overall expectations of the interviewed entrepreneurs and managers for the tourism industry throughout the year have begun to turn from pessimism half a month ago to relative pessimism and relative optimism. 54% of the respondents believe that the risks are controllable and they can overcome the difficulties, 24% believe that the risks vary depending on the capabilities of the enterprises, and 21% believe that the risks are increasing and the number of bankrupt enterprises is increasing. Half of the respondents believe that the epidemic will reduce the total tourism economy by 10 percentage points for the whole year, but the tourism industry will continue to lead the macro economy. The industry has more confidence in the domestic market. 26% believe that it will recover quickly after the epidemic, and 66% believe that it will be delayed by 1 to 3 months. 70% said that they will fully carry out market promotion and fully resume production and operation after the epidemic. In fact, with the emergence of the effects of macro policies such as development and reform, finance, finance, business, culture and tourism and specific policies of local governments, tourism enterprises have begun to recover from the initial extreme pessimism and fear of not seeing the future, and confidence has been re-accumulated, and various forms of self-help and mutual assistance actions have been carried out. Judging from the recent industry public opinion, more and more tourism groups, small and medium-sized enterprises and start-ups are no longer blindly anxious and pin their hopes on government rescue. Instead, they are based on the concept of "enterprise self-help, industry mutual assistance, and government bottoming out" and assume common but differentiated responsibilities. Tourism has become an important indicator of modern living standards, and has become a rigid demand and normalized lifestyle for people's happy life. Since 2000, domestic tourism has continued to grow at a high speed, which is promoting the in-depth development of mass tourism and profoundly affecting and supporting the sustainable development of the national tourism economy. The fundamentals of the inbound and outbound tourism market will not change because of this epidemic, the tourism supply stock is still there, and the spirit of the team will not be dispersed. The people have needs, the market has supply, and the policy has support. Temporary difficulties will eventually pass. Tourism will not only overcome this epidemic, but also usher in a better development situation. Introduce a policy to rescue enterprises and support the bottom line, and guide the industry to help each other and save itself. The goal of industrial policy during the epidemic is to focus on the supply side and support the bottom line of the industry's strength. Tourism enterprises cannot be closed down on a large scale, employees cannot be unemployed on a large scale, and the industry cannot have a phenomenal level of negative public opinion. In particular, it is necessary to prevent the unnecessary separation and tearing between upstream and downstream enterprises in the industrial chain and related institutions of the ecological system. The central government and the Development and Reform Commission, Industry and Information Technology, Commerce, Finance, and Finance have successively introduced and will continue to introduce a series of policies to stabilize employment, stabilize the market, and stabilize expectations. The State Council Executive Meeting introduced a phased reduction and exemption of corporate social security fees and the implementation of the policy of postponing the payment of housing provident funds by enterprises, which gave market entities a full sense of gain. Local governments at all levels have also strengthened their support for industries that have been severely affected in terms of tax reduction and exemption, incentives and subsidies, debt extensions, expanded investment, and resumption of work and production. How the tourism administrative department can coordinate major suppliers and local resources including foreign airlines within the framework of laws, regulations and industry practices, and guide enterprises to assume common but differentiated responsibilities, will become an important issue for improving the governance system and enhancing governance capabilities in the tourism field. Travel agencies, OTAs, hotels, homestays, scenic spots, and theme parks should not only talk about the particularity of tourism enterprises, but also talk about the commonality of enterprises, and make full use of the inclusive policies of the central and local governments to support enterprises, especially small and medium-sized enterprises. The policy of the tourism administrative department to temporarily return 80% of the quality deposit of travel agencies has been implemented. Through the joint prevention and control mechanism of the epidemic, it is strengthening coordination with the civil aviation, industry and information technology, development and reform, finance, finance, commerce and other departments on how to ensure the cash flow of tourism enterprises and other major demands, and will seriously study and release industrial policies and administrative measures with industry characteristics in due course. Tourism enterprises have done a lot of work to protect the legitimate rights and interests of tourists. After basically ending the processing of large-scale cancellations, mutual assistance and self-help in the entire industry have become the focus. Under the initiative of associations and chambers of commerce and the promotion of tourism groups, upstream and downstream enterprises and partners are also carrying out industry mutual assistance actions. Jinjiang International has raised 3.5 billion yuan to support its 7,500 hotels to overcome difficulties. Among them, liquidity support loans and material procurement loans with an interest rate of no more than 4.5%, and reductions in franchise fees and management fees are all very practical measures. China Tourism Group has launched new businesses such as "Online Bus Mall" and online booking of duty-free goods. From January 27 to February 13, 2020, Sanya Duty Free City achieved a year-on-year sales growth of 92% online. In addition to ensuring that tourists can refund and change without loss, Lingnan Group is launching a take-out and safe home-based delicious service through Lingnan Hotels and Guangzhi Travel Easy Travel Platform, so that ordinary people can enjoy the delicious food customized by famous chefs without leaving home. Ctrip has launched a 100 million yuan major disaster guarantee fund to share the losses of lossless cancellations with suppliers and partners. Online platforms such as Tongcheng are actively expanding their e-commerce retail businesses. Airlines such as Dongfang, Spring Airlines, Jixiang, Huaxia, Chongqing, and Sichuan Airlines have seized the transportation needs of orderly resumption of work and production in various places and actively launched charter services with flexible prices. Orderly guidance and scientific guidance for tourism enterprises to resume work and business. Before the central government announced an overwhelming victory in epidemic prevention and control, the conditions for fully opening organized tourism activities and fully opening tourist attractions across the country were not yet in place, and the timing was not yet ripe. For a developing country with a population of 1.4 billion and the world's second largest economy, the cost of a long-term shutdown of economic activities is unbearable. While preventing and controlling the epidemic, the central government is also coordinating the resumption of work and production of various enterprises, focusing on the material guarantee and people's livelihood guarantee related to epidemic prevention and control, as well as enterprises in key areas of stabilizing growth and promoting employment. The tourism sector also has the problem of coordinating epidemic prevention and control and industrial development. Tourism enterprises include not only travel agencies and tourist attractions, but also tourism accommodation formats such as hotels and homestays, tourism shopping formats such as tax refund exemption, etc. If there are no hotels, catering, and leisure services, who will guarantee the lives of enterprises and front-line personnel who have resumed work? Without the follow-up of productive services, how can the circulation, business, and conference activities of industrial enterprises be carried out? Under the guidance of the tourism economic system view and the tourism industry ecological view, the tourism authorities should guide the resumption of work and production of tourism enterprises of different types in different regions in an orderly manner. Due to the inadequate understanding of the nature of the industry and the spirit of the policy, the resumption rate of the service industry in the middle and late stages of the epidemic was relatively low, especially the resumption rate of production services for epidemic prevention materials and accommodation, catering, leisure and other life services for front-line epidemic prevention personnel. Under the condition of low resumption rate of the service industry, the operation of the national economy has problems such as difficulty in matching the upstream and downstream production links of the industrial chain, as well as difficulty in matching production and services, and resumption of work and life. In some areas, small and medium-sized tourism accommodation, catering, life and leisure and business travel service enterprises that have resumed work and production lack effective professional guidance from authoritative departments, and to varying degrees, they are in a dilemma of insufficient prevention and control and excessive prevention and control. To this end, the fiscal policies issued by the central and local governments should focus on solving the lack of liquidity of small and medium-sized enterprises. On the basis of the current policies, financial subsidies should be given to hotels, scenic spots, travel agencies, and OTAs for lossless cancellations, or rewards should be used instead of subsidies. Financial policies should focus on solving the debt extension and liquidity loans of small and medium-sized tourism enterprises. Industrial policies should provide subsidies, rewards and guidance to enterprises that use big data, artificial intelligence, 5G communications and other modern technologies to create consumption scenarios and improve service efficiency in production and life-style services, and promote the digital reform and transformation and upgrading of small and medium-sized enterprises. For front-line tourism practitioners, especially licensed tour guides who are employed flexibly and independently, job stabilization subsidies should be issued in a timely manner. Post-epidemic period: Release demand, cultivate momentum, and comprehensively promote high-quality development of the tourism industry. The cultural and tourism system and the tourism front should implement the spirit of the Central Economic Work Conference and adhere to the promotion of high-quality development of the tourism industry. Is tourist satisfaction high? Is tourism enterprise efficiency good? Does the tourism industry have sufficient stamina for development? Regardless of whether there is this epidemic, these three practical issues closely related to the high-quality development of the tourism industry must be answered by the tourism system and the tourism front, and they must be answered well. If tourists are not satisfied, enterprises have no benefits, and the industry has no stamina, even if there is no epidemic, the tourism industry will fall at any slight disturbance. On the contrary, if the majority of tourists are satisfied and willing to follow the industry, and employees have a sense of gain and are willing to follow enterprises, coupled with the support of the economic and social environment after the comprehensive construction of a well-off society, the tourism industry will have no obstacles that it cannot overcome. The high-quality development of the tourism industry requires us to no longer follow the traditional resource-driven development model, but to actively cultivate new drivers such as science and technology, education, and talents, and to seek benefits from research and development and innovation. The cultural and tourism system and the tourism industry should implement the important instructions of General Secretary Xi Jinping on cultural and tourism work, and adhere to the promotion of the integrated development of culture and tourism. On the basis of the work of the past two years, we should further strengthen the construction of contemporary cultural and tourism development theory, study the market trend and consumption evolution law, and rely on market entities such as tourism groups, listed companies, professional institutions and entrepreneurial teams to effectively promote the true integration, deep integration and wide integration of cultural and tourism work. To achieve this goal, the tourism system needs to recognize that consumer entities do not have a sufficient sense of gain and satisfaction with the integration of culture and tourism, that market entities lack sufficient recognition and cohesion for the integration of culture and tourism, and that administrative entities have not yet conducted systematic and in-depth research on cultural resources and the tourism market. Today's tourism has a more obvious social attribute, and it is becoming a trend to deliver travel routes, experience projects and services through human connections rather than traditional travel agency channels and OTA platforms. With the increase in industry concentration, large tourism companies will set up special product design teams and promote the rise of the laboratory economy. Experienced employees will link the target customer groups and partially replace the original online stores and online platform functions. To grasp these trends and rules, especially to achieve the integrated development of culture and tourism in product experience and service interface, we cannot rely on meetings and deployments at all levels within the system and training behind closed doors, but rely on market entities full of vitality and vigor to let enterprises and entrepreneurs try and break through. The cultural and tourism system and the tourism industry should implement the people-centered development concept and insist on promoting the coordinated development of the three major markets of domestic tourism, inbound tourism and outbound tourism. Without the continuous release of tourism demand potential and the expansion of the tourism market scale, "tourism +" or "+ tourism" will become a sourceless water and a rootless tree. Among the three major markets, the foundation is domestic tourism, and the opportunity is that the market is sinking, consumption is upgrading, and the frequency is accelerating. If there is an optimistic situation in which the epidemic is fully controlled at the end of March and the beginning of April, we should not lower the guiding indicators formulated at the beginning of the year, especially the domestic tourism market indicators. On the contrary, in order to ensure the established goals and tasks of tourism economic development, the development expectations of the domestic tourism market should be raised by more than 2 points. To this end, we must strengthen the construction of tourism infrastructure and public services, and release new consumer demands such as summer tourism, ice and snow tourism, night tourism, parent-child tourism, food tourism, study tourism, and self-driving tourism. At the same time, the determination to develop inbound tourism must not be shaken in the slightest. We must take the reorganization of the National Tourism Promotion Organization as a starting point and visa facilitation as a breakthrough to promote the national tourism image from traditional to modern. The focus of outbound tourism should be further focused, and key tasks such as tourism safety, civilized tourism and international cooperation should be grasped. Epidemic prevention and control is a phased work. The completion of the annual goals and tasks still needs to return to the goals of the "13th Five-Year Plan" and the start of the "14th Five-Year Plan", and return to the strategic goal of a tourism power. The cultural and tourism system and the tourism industry should implement the spirit of the Fourth Plenary Session of the 19th CPC Central Committee, adhere to the improvement of the tourism governance system, and enhance governance capabilities. Tourism governance mainly includes tourism market promotion, tourism industry supervision, and tourism economic operation monitoring and macro-control. Grasping promotion cannot be satisfied with holding conferences, making reports, issuing documents, and issuing brands, and strong supervision cannot be limited to campaign-style law enforcement such as open and secret inspections and star-down and delisting. For a long time, we have been very good at using rules and regulations to draw bottom lines and red lines for market players. However, the culture and tourism system still has a lot of work to do in terms of how to use a development perspective, innovative thinking, and market-oriented means to satisfy the tourism rights of citizens, guide market players to become bigger, stronger, and better, and in terms of crisis event management, and policy reserves for tourism economic monitoring and regulation. If the industry guidance unit cannot coordinate international relations externally, does not know how to convey a positive image, does not know how to help enterprises internally, and cannot provide cutting-edge content for training, even if it has power, it will not be able to make a sense of existence. Judging from the response to this epidemic, the public governance capacity in the tourism field, especially the reserve and application level of tools for early warning, intervention, coordination, guidance, and feedback, really needs to be greatly improved. Exploring a comprehensive law enforcement mechanism in the new era, and effectively improving the governance system and enhancing governance capabilities through innovative systems that promote inclusive supervision and fault tolerance, are important tasks for the post-epidemic revitalization and tourism development of the culture and tourism system. (This article is the result of the National Social Science Fund Key Project "Research on the Growth Potential and Development Dynamics of Tourism Economy under the New Normal and New Orientation", Project No.: 17AJY022) Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting (please do not reprint in "original" format)Recently, the article "The Impact of the COVID-19 Pandemic on the Tourism Industry and Countermeasures" written by President Dai Bin of our institute was reprinted in full by the People's Congress newspaper and periodical photocopy material "Tourism Management". The original article was published in the 6th issue of "People's Forum·Academic Frontier" in 2020. The full text is as follows: After the great impact on major tourism countries and the world tourism industry, the theory of crisis response in the tourism industry has gradually been enriched and improved. The PHEIC alert mechanism proposed by the World Health Organization (WHO) after the SARS incident has been activated six times in the past fifteen years, including the COVID-19 pandemic. For irresistible external risks, the tourism system needs to scientifically assess the impact of the epidemic on both the market and the industry under the unified leadership of the central government, fully learn from international and domestic historical experiences, and scientifically judge and calmly respond according to the development stages of the outbreak, the middle and late stages of the epidemic, and the post-epidemic period, and continuously improve the governance system and governance capabilities in the tourism field. In the early stage of the epidemic: stop organizing groups, close scenic spots, and focus on prevention and control. In the early stage of the outbreak, government departments promptly shifted their focus. In order to implement the important instruction of General Secretary Xi Jinping to "put the safety of people's lives and health first", the Ministry of Culture and Tourism has taken decisive measures since the first day of the Spring Festival holiday, shifting the focus of work from "ensuring supply and prospering the market" to "stopping group tours, closing scenic spots, and preventing epidemics" based on scientific research and judgment on the relationship between the epidemic and tourism. Tourist attractions, museums, cultural centers, theaters and other cultural and tourism venues were closed in a timely manner, performances, foreign visits, travel agency group business, public gatherings, and large-scale activities in star-rated hotels were stopped, and the lives of the general public were effectively protected. According to monitoring data, organized tourism activities were reduced until they were completely stopped. The number of tourists visiting relatives and friends also decreased by more than 76% year-on-year, and the activity radius of the destination continued to shrink to about 2 kilometers, reducing nearly half of the expected consumption. The suspension of the group market sent a clear signal to the individual market and achieved effective transmission. Without these decisive measures, the nearly 500 million tourists expected to move around the country and the world before the festival, especially the millions of outbound and tens of millions of domestic tourist groups, such a large volume of mobile consumption and gathering activities, is entirely possible to bring about unpredictable epidemic spread and diffusion. While actively cooling down tourism activities, the cultural and tourism system actively expanded digital cultural products to meet the public's online entertainment needs during the epidemic. The "Museum Online Exhibition Platform" on the website of the State Administration of Cultural Heritage temporarily expanded the online exhibition content and presented it through new media and VR technologies; museums across the country launched more than 2,000 online exhibitions. At the initiative of the China Audio-Visual and Digital Publishing Association, dozens of digital reading companies such as Yuewen Group and Himalaya also opened their selected resources to users for free. Films such as "Lost in Russia" launched on platforms such as Toutiao during the Spring Festival changed from theater broadcasts to free online broadcasts, greatly meeting the public's online cultural needs. Guide the industry to take the initiative to take responsibility and demonstrate a responsible tourism image. National tourism activities were organized to cool down until they stopped. While effectively blocking the spread and spread of the epidemic through tourism activities, it also caused travel agencies, OTAs, accommodation, scenic spots, shopping and other tourism companies to suffer huge losses and bear unprecedented financial and employment pressures. In this sense, the tourism industry has been at the forefront of the fight against the epidemic from the very beginning. Traditional travel agencies such as China Tourism Group, Caesar, Huacheng, Utour, Guangzhi Travel, and Spring Airlines, and online travel operators represented by Ctrip, Meituan, Fliggy, Tongcheng, and Tuniu, responded to the national call at the first time and quickly launched the "lossless cancellation" service when their own businesses were suspended and suffered huge losses. The customer service staff of the company worked overtime to serve the cancellation needs. The scope of free cancellation has been expanded from the confirmed epidemic group and fellow tourists to all kinds of front-line staff. The order range covers all types of orders on the entire network, and the cancellation method has been expanded from manual to online self-service cancellation. It is precisely because of the active pressure on tourism companies that the majority of tourists have deepened their recognition of the government's emergency decision-making and the quality of tourism services. Hotel groups and shared accommodation platforms such as BTG Home Inn, Jinjiang, Plateno, Tujia, Sweden, Huazhu, Airbnb, and Dongcheng have provided tourists with free cancellation guarantees and provided free accommodation for Wuhan medical staff. Meituan Hotel has joined hands with Huazhu, Home Inn, Plateno and many other hotel groups to launch the "Return to Work and Stay Safe" special topic to provide epidemic prevention and safe accommodation for people returning to work. Spring Airlines and other airlines are carrying relief supplies free of charge on all routes. Overseas tour guides in many places have joined the fundraising ranks to transport masks, goggles and other scarce supplies from abroad. In assisting tourists to change their itineraries, they can abide by the industry values ​​of "tourists first, sincere service" and convey more positive energy through the Internet. Facts have proved that this is an industry team that obeys the overall situation and has the courage to take responsibility in a critical period, and can also reassure the country and the industry. Before the epidemic turns and is fully under control, epidemic prevention and control are the top priorities of the cultural and tourism system and the tourism front. Before the epidemic ends, organized tourism activities cannot be released, and the tourism consumption scenes of individual tourists and visiting relatives and friends are also shrinking further. Tourism is a highly market-dependent and highly market-oriented field. Without consumption and the market, tourism companies, especially travel agencies and online travel service providers, cannot fully resume production like key research institutions and industrial enterprises. The main work tone of the government tourism authorities is to educate and guide the tourism front, continue to focus on scientifically analyzing the situation of increasing return tourists, growing national leisure demand, and increasing corporate financial and employee employment pressures, and implement the work arrangements for epidemic prevention and control in a solid and detailed manner, and resolutely prevent the spread and spread of the epidemic through organized tourism activities. Pay attention to tourist satisfaction and guide the market to bottom out in an orderly manner. Thanks to the understanding, recognition and mutual cooperation of the tourism front, 94.25% of tourists expressed understanding of the changes in itineraries and the extraordinary measures taken by the government and the industry during the special period during the entire Spring Festival holiday. The China Tourism Academy (Data Center of the Ministry of Culture and Tourism) conducted a continuous survey on tourism mentality and tourism behavior during the epidemic through the China Tourism Big Data Independent Research Platform. The data shows that cultural and tourism-related policies have responded to public needs and have received absolute support. At the beginning of the epidemic, most respondents said that they would take the initiative to reduce outdoor and venue activities such as temple fairs, gardens, cinemas, museums, amusement parks, and Spring Festival gatherings. In addition to worrying about their own safety and the worsening of the epidemic, the patriotic sentiment of "not causing trouble for the country" was also the main reason for most tourists to cancel their trips. During the epidemic, civilized travel withstood the great test, and travel was generally stable and orderly. Tourists' overall satisfaction with the Spring Festival journey during the epidemic reached more than 78 points, and their satisfaction with the cancellation of orders and itineraries reached more than 87 points. Benefiting from the epidemic protection policies of departments such as transportation and tourism, most tourists said that the cancellation of transportation, free travel, tickets and other orders was convenient and there was no loss. Only about 15% of the respondents said it was very troublesome and there were some losses. Due to the cancellation of some flights, high-speed rail and railways, most tourists also said that the refund and ticket change could be processed in time. Most free or group tourists said that they were well prepared for the travel to prevent the epidemic. 86% of Hubei respondents who went to other places said that the destination government and relevant departments had given full protection. Yunnan Province, Zhanjiang, Guangdong, Guilin, Guangxi and other provinces opened designated hotels for Hubei tourists, which also became a model for learning in various places. The survey shows that tourists are optimistic about the epidemic response and post-epidemic trend of the tourism industry, and more perfect epidemic response plans and more effective post-epidemic stimulus policies are highly anticipated. Regarding "attitudes and views on tourism after the epidemic ends", 71.5% of the respondents said that they would travel after a period of stability after the epidemic ends, and 20.7% said that they would travel as soon as possible after the epidemic is over. The understanding and recognition of the government's decision-making by the majority of tourists, especially the recognition of the tourism industry, has laid a solid market foundation for the steady decline and effective bottoming of tourism consumption during the Spring Festival, and has also accumulated real momentum for the bottoming out during the epidemic and the revitalization after the epidemic. In the middle and late stages of the epidemic: accumulate confidence, bottom the industry, and resume work in an orderly manner. Scientifically assess the impact of the epidemic to avoid the spread of panic in the entire industry. This major epidemic has had a significant impact on all walks of life in the national economy, and the highly market-oriented tourism industry is one of the industries with the largest revenue reduction. After the organized tourism activities were stopped, investment institutions and market players began to care about how much the tourism economy was affected, and it would be best to have accurate statistical data. The government should promptly organize professional institutions to carry out special research and professional calculations, but it should not simply equate the cessation of organized tourism activities and the closure of tourist attractions with the overall stagnation of tourism economic activities. On the one hand, data and opinions that are not rigorous and may mislead the industry, such as "the tourism industry directly lost 500 billion yuan during the Spring Festival", "the tourism industry lost 20 billion yuan every day", "the tourism industry lost 3 trillion yuan throughout the year", "the complete elimination of certain industries", etc., should be clarified in a timely manner from the professional perspective of tourism statistics and impact research. On the other hand, professional statistics, measurement and evaluation work should be carried out in a timely manner, and data and main conclusions should be released. We should neither turn a blind eye to the impact of the epidemic on the tourism economy, nor exaggerate the losses or even cause market panic with rhythmic headlines. Taking the seven-day Spring Festival holiday as an example, tourism activities other than organized groups and visiting relatives and friends have been greatly reduced until they have been completely stopped, but group tourists, self-guided tourists and tourists visiting relatives and friends who arrived at the destination before the festival, as well as their basic consumption such as catering, accommodation, shopping, and communications, still exist. From the statistical data, from New Year's Eve to the sixth day of the first lunar month, although the tourism market has decreased by more than 40% year-on-year, there is still a market stock of nearly 250 million tourists and 280 billion yuan in revenue. Based on comprehensive research on policies, demand and supply, the China Tourism Academy does not think that the tourism economy in 2020 is too pessimistic, and the baseline expectation continues to be relatively optimistic. The research team assumed that the battle against the COVID-19 epidemic would be won at three time points: the end of March to mid-April, the end of May to mid-June, and the end of July to mid-August. The World Health Organization lifted the PHEIC three months later. Through simulation calculations and professional evaluations, the team formed three optimistic, baseline and pessimistic judgments on the operation of the tourism economy throughout the year. Among them, the results of the benchmark analysis show that: affected by the COVID-19 epidemic, in the first quarter and the whole year of 2020, the number of domestic tourists decreased by 56% and 15.5% respectively, and the number of domestic tourists decreased by 932 million year-on-year; domestic tourism revenue decreased by 69% and 20.6% respectively, and the annual revenue decreased by 1.18 trillion yuan; the number of inbound tourists in the first quarter and the whole year decreased by 51.7% and 34.7%, and the international tourism revenue decreased by 59.8% and 40.6% respectively, and the annual revenue decreased by 50.32 million and 53.4 billion US dollars respectively; the number of outbound tourists in the first quarter and the whole year decreased by 42.6% and 17.6% respectively, and the annual revenue decreased by 27.63 million year-on-year. Of course, we hope that there will be an optimistic situation. The impact of the epidemic on the tourism market is mainly limited to the first quarter, and the above indicators and related data will naturally be adjusted accordingly. The two fundamentals of the market and the industry have not changed due to the epidemic, accumulating confidence in the tourism industry to overcome the epidemic. The market fundamentals supporting the operation of the tourism economy have not changed, and domestic tourism consumption has bottomed out and rebounded. A special survey conducted by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) for urban and rural residents showed that most respondents judged that the epidemic "may further expand, but it is generally controllable", and a small number of respondents worried that "it has not been fully controlled and the situation is relatively tense". Regarding "attitudes and views on tourism after the end of the epidemic", 71.5% of respondents said that they would travel after the epidemic ended and stabilized for a period of time, 20.7% said that they would travel as soon as possible after the epidemic was over, and 7.8% had no strong desire to travel or did not care. More and more people believe that the epidemic will eventually pass, and the canceled travel plans will be carried out when it is more beautiful. Respondents in provinces and cities such as Jiangxi, Hunan, Guangdong, Henan, Guangxi, Fujian, Anhui, Inner Mongolia, Beijing, Shanxi, and Hebei are more eager to travel after the epidemic ends, and most respondents' travel is mainly restricted by time factors. The industry fundamentals that guide the development of the tourism economy have not disappeared, and the momentum of self-repair and R&D innovation is gathering. A special survey conducted by the China Tourism Academy on the supply side of tourism shows that the overall expectations of the interviewed entrepreneurs and managers for the tourism industry throughout the year have begun to turn from pessimism half a month ago to relative pessimism and relative optimism. 54% of the respondents believe that the risks are controllable and they can overcome the difficulties, 24% believe that the risks vary depending on the capabilities of the enterprises, and 21% believe that the risks are increasing and the number of bankrupt enterprises is increasing. Half of the respondents believe that the epidemic will reduce the total tourism economy by 10 percentage points for the whole year, but the tourism industry will continue to lead the macro economy. The industry has more confidence in the domestic market. 26% believe that it will recover quickly after the epidemic, and 66% believe that it will be delayed by 1 to 3 months. 70% said that they will fully carry out market promotion and fully resume production and operation after the epidemic. In fact, with the emergence of the effects of macro policies such as development and reform, finance, finance, business, culture and tourism and specific policies of local governments, tourism enterprises have begun to recover from the initial extreme pessimism and fear of not seeing the future, and confidence has been re-accumulated, and various forms of self-help and mutual assistance actions have been carried out. Judging from the recent industry public opinion, more and more tourism groups, small and medium-sized enterprises and start-ups are no longer blindly anxious and pin their hopes on government rescue. Instead, they are based on the concept of "enterprise self-help, industry mutual assistance, and government bottoming out" and assume common but differentiated responsibilities. Tourism has become an important indicator of modern living standards, and has become a rigid demand and normalized lifestyle for people's happy life. Since 2000, domestic tourism has continued to grow at a high speed, which is promoting the in-depth development of mass tourism and profoundly affecting and supporting the sustainable development of the national tourism economy. The fundamentals of the inbound and outbound tourism market will not change because of this epidemic, the tourism supply stock is still there, and the spirit of the team will not be dispersed. The people have needs, the market has supply, and the policy has support. Temporary difficulties will eventually pass. Tourism will not only overcome this epidemic, but also usher in a better development situation. Introduce a policy to rescue enterprises and support the bottom line, and guide the industry to help each other and save itself. The goal of industrial policy during the epidemic is to focus on the supply side and support the bottom line of the industry's strength. Tourism enterprises cannot be closed down on a large scale, employees cannot be unemployed on a large scale, and the industry cannot have a phenomenal level of negative public opinion. In particular, it is necessary to prevent the unnecessary separation and tearing between upstream and downstream enterprises in the industrial chain and related institutions of the ecological system. The central government and the Development and Reform Commission, Industry and Information Technology, Commerce, Finance, and Finance have successively introduced and will continue to introduce a series of policies to stabilize employment, stabilize the market, and stabilize expectations. The State Council Executive Meeting introduced a phased reduction and exemption of corporate social security fees and the implementation of the policy of postponing the payment of housing provident funds by enterprises, which gave market entities a full sense of gain. Local governments at all levels have also strengthened their support for industries that have been severely affected in terms of tax reduction and exemption, incentives and subsidies, debt extensions, expanded investment, and resumption of work and production. How the tourism administrative department can coordinate major suppliers and local resources including foreign airlines within the framework of laws, regulations and industry practices, and guide enterprises to assume common but differentiated responsibilities, will become an important issue for improving the governance system and enhancing governance capabilities in the tourism field. Travel agencies, OTAs, hotels, homestays, scenic spots, and theme parks should not only talk about the particularity of tourism enterprises, but also talk about the commonality of enterprises, and make full use of the inclusive policies of the central and local governments to support enterprises, especially small and medium-sized enterprises. The policy of the tourism administrative department to temporarily return 80% of the quality deposit of travel agencies has been implemented. Through the joint prevention and control mechanism of the epidemic, it is strengthening coordination with the civil aviation, industry and information technology, development and reform, finance, finance, commerce and other departments on how to ensure the cash flow of tourism enterprises and other major demands, and will seriously study and release industrial policies and administrative measures with industry characteristics in due course. Tourism enterprises have done a lot of work to protect the legitimate rights and interests of tourists. After basically ending the processing of large-scale cancellations, mutual assistance and self-help in the entire industry have become the focus. Under the initiative of associations and chambers of commerce and the promotion of tourism groups, upstream and downstream enterprises and partners are also carrying out industry mutual assistance actions. Jinjiang International has raised 3.5 billion yuan to support its 7,500 hotels to overcome difficulties. Among them, liquidity support loans and material procurement loans with an interest rate of no more than 4.5%, and reductions in franchise fees and management fees are all very practical measures. China Tourism Group has launched new businesses such as "Online Bus Mall" and online booking of duty-free goods. From January 27 to February 13, 2020, Sanya Duty Free City achieved a year-on-year sales growth of 92% online. In addition to ensuring that tourists can refund and change without loss, Lingnan Group is launching a take-out and safe home-based delicious service through Lingnan Hotels and Guangzhi Travel Easy Travel Platform, so that ordinary people can enjoy the delicious food customized by famous chefs without leaving home. Ctrip has launched a 100 million yuan major disaster guarantee fund to share the losses of lossless cancellations with suppliers and partners. Online platforms such as Tongcheng are actively expanding their e-commerce retail businesses. Airlines such as Dongfang, Spring Airlines, Jixiang, Huaxia, Chongqing, and Sichuan Airlines have seized the transportation needs of orderly resumption of work and production in various places and actively launched charter services with flexible prices. Orderly guidance and scientific guidance for tourism enterprises to resume work and business. Before the central government announced an overwhelming victory in epidemic prevention and control, the conditions for fully opening organized tourism activities and fully opening tourist attractions across the country were not yet in place, and the timing was not yet ripe. For a developing country with a population of 1.4 billion and the world's second largest economy, the cost of a long-term shutdown of economic activities is unbearable. While preventing and controlling the epidemic, the central government is also coordinating the resumption of work and production of various enterprises, focusing on the material guarantee and people's livelihood guarantee related to epidemic prevention and control, as well as enterprises in key areas of stabilizing growth and promoting employment. The tourism sector also has the problem of coordinating epidemic prevention and control and industrial development. Tourism enterprises include not only travel agencies and tourist attractions, but also tourism accommodation formats such as hotels and homestays, tourism shopping formats such as tax refund exemption, etc. If there are no hotels, catering, and leisure services, who will guarantee the lives of enterprises and front-line personnel who have resumed work? Without the follow-up of productive services, how can the circulation, business, and conference activities of industrial enterprises be carried out? Under the guidance of the tourism economic system view and the tourism industry ecological view, the tourism authorities should guide the resumption of work and production of tourism enterprises of different types in different regions in an orderly manner. Due to the inadequate understanding of the nature of the industry and the spirit of the policy, the resumption rate of the service industry in the middle and late stages of the epidemic was relatively low, especially the resumption rate of production services for epidemic prevention materials and accommodation, catering, leisure and other life services for front-line epidemic prevention personnel. Under the condition of low resumption rate of the service industry, the operation of the national economy has problems such as difficulty in matching the upstream and downstream production links of the industrial chain, as well as difficulty in matching production and services, and resumption of work and life. In some areas, small and medium-sized tourism accommodation, catering, life and leisure and business travel service enterprises that have resumed work and production lack effective professional guidance from authoritative departments, and to varying degrees, they are in a dilemma of insufficient prevention and control and excessive prevention and control. To this end, the fiscal policies issued by the central and local governments should focus on solving the lack of liquidity of small and medium-sized enterprises. On the basis of the current policies, financial subsidies should be given to hotels, scenic spots, travel agencies, and OTAs for lossless cancellations, or rewards should be used instead of subsidies. Financial policies should focus on solving the debt extension and liquidity loans of small and medium-sized tourism enterprises. Industrial policies should provide subsidies, rewards and guidance to enterprises that use big data, artificial intelligence, 5G communications and other modern technologies to create consumption scenarios and improve service efficiency in production and life-style services, and promote the digital reform and transformation and upgrading of small and medium-sized enterprises. For front-line tourism practitioners, especially licensed tour guides who are employed flexibly and independently, job stabilization subsidies should be issued in a timely manner. Post-epidemic period: Release demand, cultivate momentum, and comprehensively promote high-quality development of the tourism industry. The cultural and tourism system and the tourism front should implement the spirit of the Central Economic Work Conference and adhere to the promotion of high-quality development of the tourism industry. Is tourist satisfaction high? Is tourism enterprise efficiency good? Does the tourism industry have sufficient stamina for development? Regardless of whether there is this epidemic, these three practical issues closely related to the high-quality development of the tourism industry must be answered by the tourism system and the tourism front, and they must be answered well. If tourists are not satisfied, enterprises have no benefits, and the industry has no stamina, even if there is no epidemic, the tourism industry will fall at any slight disturbance. On the contrary, if the majority of tourists are satisfied and willing to follow the industry, and employees have a sense of gain and are willing to follow enterprises, coupled with the support of the economic and social environment after the comprehensive construction of a well-off society, the tourism industry will have no obstacles that it cannot overcome. The high-quality development of the tourism industry requires us to no longer follow the traditional resource-driven development model, but to actively cultivate new drivers such as science and technology, education, and talents, and to seek benefits from research and development and innovation. The cultural and tourism system and the tourism industry should implement the important instructions of General Secretary Xi Jinping on cultural and tourism work, and adhere to the promotion of the integrated development of culture and tourism. On the basis of the work of the past two years, we should further strengthen the construction of contemporary cultural and tourism development theory, study the market trend and consumption evolution law, and rely on market entities such as tourism groups, listed companies, professional institutions and entrepreneurial teams to effectively promote the true integration, deep integration and wide integration of cultural and tourism work. To achieve this goal, the tourism system needs to recognize that consumer entities do not have a sufficient sense of gain and satisfaction with the integration of culture and tourism, that market entities lack sufficient recognition and cohesion for the integration of culture and tourism, and that administrative entities have not yet conducted systematic and in-depth research on cultural resources and the tourism market. Today's tourism has a more obvious social attribute, and it is becoming a trend to deliver travel routes, experience projects and services through human connections rather than traditional travel agency channels and OTA platforms. With the increase in industry concentration, large tourism companies will set up special product design teams and promote the rise of the laboratory economy. Experienced employees will link the target customer groups and partially replace the original online stores and online platform functions. To grasp these trends and rules, especially to achieve the integrated development of culture and tourism in product experience and service interface, we cannot rely on meetings and deployments at all levels within the system and training behind closed doors, but rely on market entities full of vitality and vigor to let enterprises and entrepreneurs try and break through. The cultural and tourism system and the tourism industry should implement the people-centered development concept and insist on promoting the coordinated development of the three major markets of domestic tourism, inbound tourism and outbound tourism. Without the continuous release of tourism demand potential and the expansion of the tourism market scale, "tourism +" or "+ tourism" will become a sourceless water and a rootless tree. Among the three major markets, the foundation is domestic tourism, and the opportunity is that the market is sinking, consumption is upgrading, and the frequency is accelerating. If there is an optimistic situation in which the epidemic is fully controlled at the end of March and the beginning of April, we should not lower the guiding indicators formulated at the beginning of the year, especially the domestic tourism market indicators. On the contrary, in order to ensure the established goals and tasks of tourism economic development, the development expectations of the domestic tourism market should be raised by more than 2 points. To this end, we must strengthen the construction of tourism infrastructure and public services, and release new consumer demands such as summer tourism, ice and snow tourism, night tourism, parent-child tourism, food tourism, study tourism, and self-driving tourism. At the same time, the determination to develop inbound tourism must not be shaken in the slightest. We must take the reorganization of the National Tourism Promotion Organization as a starting point and visa facilitation as a breakthrough to promote the national tourism image from traditional to modern. The focus of outbound tourism should be further focused, and key tasks such as tourism safety, civilized tourism and international cooperation should be grasped. Epidemic prevention and control is a phased work. The completion of the annual goals and tasks still needs to return to the goals of the "13th Five-Year Plan" and the start of the "14th Five-Year Plan", and return to the strategic goal of a tourism power. The cultural and tourism system and the tourism industry should implement the spirit of the Fourth Plenary Session of the 19th CPC Central Committee, adhere to the improvement of the tourism governance system, and enhance governance capabilities. Tourism governance mainly includes tourism market promotion, tourism industry supervision, and tourism economic operation monitoring and macro-control. Grasping promotion cannot be satisfied with holding conferences, making reports, issuing documents, and issuing brands, and strong supervision cannot be limited to campaign-style law enforcement such as open and secret inspections and star-down and delisting. For a long time, we have been very good at using rules and regulations to draw bottom lines and red lines for market players. However, the culture and tourism system still has a lot of work to do in terms of how to use a development perspective, innovative thinking, and market-oriented means to satisfy the tourism rights of citizens, guide market players to become bigger, stronger, and better, and in terms of crisis event management, and policy reserves for tourism economic monitoring and regulation. If the industry guidance unit cannot coordinate international relations externally, does not know how to convey a positive image, does not know how to help enterprises internally, and cannot provide cutting-edge content for training, even if it has power, it will not be able to make a sense of existence. Judging from the response to this epidemic, the public governance capacity in the tourism field, especially the reserve and application level of tools for early warning, intervention, coordination, guidance, and feedback, really needs to be greatly improved. Exploring a comprehensive law enforcement mechanism in the new era, and effectively improving the governance system and enhancing governance capabilities through innovative systems that promote inclusive supervision and fault tolerance, are important tasks for the post-epidemic revitalization and tourism development of the culture and tourism system. (This article is the result of the National Social Science Fund Key Project "Research on the Growth Potential and Development Dynamics of Tourism Economy under the New Normal and New Orientation", Project No.: 17AJY022) Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting (please do not reprint in "original" format)Recently, the article "The Impact of the COVID-19 Pandemic on the Tourism Industry and Countermeasures" written by President Dai Bin of our institute was reprinted in full by the People's Congress newspaper and periodical photocopy material "Tourism Management". The original article was published in the 6th issue of "People's Forum·Academic Frontier" in 2020. The full text is as follows: After the great impact on major tourism countries and the world tourism industry, the theory of crisis response in the tourism industry has gradually been enriched and improved. The PHEIC alert mechanism proposed by the World Health Organization (WHO) after the SARS incident has been activated six times in the past fifteen years, including the COVID-19 pandemic. For irresistible external risks, the tourism system needs to scientifically assess the impact of the epidemic on both the market and the industry under the unified leadership of the central government, fully learn from international and domestic historical experiences, and scientifically judge and calmly respond according to the development stages of the outbreak, the middle and late stages of the epidemic, and the post-epidemic period, and continuously improve the governance system and governance capabilities in the tourism field. In the early stage of the epidemic: stop organizing groups, close scenic spots, and focus on prevention and control. In the early stage of the outbreak, government departments promptly shifted their focus. In order to implement the important instruction of General Secretary Xi Jinping to "put the safety of people's lives and health first", the Ministry of Culture and Tourism has taken decisive measures since the first day of the Spring Festival holiday, shifting the focus of work from "ensuring supply and prospering the market" to "stopping group tours, closing scenic spots, and preventing epidemics" based on scientific research and judgment on the relationship between the epidemic and tourism. Tourist attractions, museums, cultural centers, theaters and other cultural and tourism venues were closed in a timely manner, performances, foreign visits, travel agency group business, public gatherings, and large-scale activities in star-rated hotels were stopped, and the lives of the general public were effectively protected. According to monitoring data, organized tourism activities were reduced until they were completely stopped. The number of tourists visiting relatives and friends also decreased by more than 76% year-on-year, and the activity radius of the destination continued to shrink to about 2 kilometers, reducing nearly half of the expected consumption. The suspension of the group market sent a clear signal to the individual market and achieved effective transmission. Without these decisive measures, the nearly 500 million tourists expected to move around the country and the world before the festival, especially the millions of outbound and tens of millions of domestic tourist groups, such a large volume of mobile consumption and gathering activities, is entirely possible to bring about unpredictable epidemic spread and diffusion. While actively cooling down tourism activities, the cultural and tourism system actively expanded digital cultural products to meet the public's online entertainment needs during the epidemic. The "Museum Online Exhibition Platform" on the website of the State Administration of Cultural Heritage temporarily expanded the online exhibition content and presented it through new media and VR technologies; museums across the country launched more than 2,000 online exhibitions. At the initiative of the China Audio-Visual and Digital Publishing Association, dozens of digital reading companies such as Yuewen Group and Himalaya also opened their selected resources to users for free. Films such as "Lost in Russia" launched on platforms such as Toutiao during the Spring Festival changed from theater broadcasts to free online broadcasts, greatly meeting the public's online cultural needs. Guide the industry to take the initiative to take responsibility and demonstrate a responsible tourism image. National tourism activities were organized to cool down until they stopped. While effectively blocking the spread and spread of the epidemic through tourism activities, it also caused travel agencies, OTAs, accommodation, scenic spots, shopping and other tourism companies to suffer huge losses and bear unprecedented financial and employment pressures. In this sense, the tourism industry has been at the forefront of the fight against the epidemic from the very beginning. Traditional travel agencies such as China Tourism Group, Caesar, Huacheng, Utour, Guangzhi Travel, and Spring Airlines, and online travel operators represented by Ctrip, Meituan, Fliggy, Tongcheng, and Tuniu, responded to the national call at the first time and quickly launched the "lossless cancellation" service when their own businesses were suspended and suffered huge losses. The customer service staff of the company worked overtime to serve the cancellation needs. The scope of free cancellation has been expanded from the confirmed epidemic group and fellow tourists to all kinds of front-line staff. The order range covers all types of orders on the entire network, and the cancellation method has been expanded from manual to online self-service cancellation. It is precisely because of the active pressure on tourism companies that the majority of tourists have deepened their recognition of the government's emergency decision-making and the quality of tourism services. Hotel groups and shared accommodation platforms such as BTG Home Inn, Jinjiang, Plateno, Tujia, Sweden, Huazhu, Airbnb, and Dongcheng have provided tourists with free cancellation guarantees and provided free accommodation for Wuhan medical staff. Meituan Hotel has joined hands with Huazhu, Home Inn, Plateno and many other hotel groups to launch the "Return to Work and Stay Safe" special topic to provide epidemic prevention and safe accommodation for people returning to work. Spring Airlines and other airlines are carrying relief supplies free of charge on all routes. Overseas tour guides in many places have joined the fundraising ranks to transport masks, goggles and other scarce supplies from abroad. In assisting tourists to change their itineraries, they can abide by the industry values ​​of "tourists first, sincere service" and convey more positive energy through the Internet. Facts have proved that this is an industry team that obeys the overall situation and has the courage to take responsibility in a critical period, and can also reassure the country and the industry. Before the epidemic turns and is fully under control, epidemic prevention and control are the top priorities of the cultural and tourism system and the tourism front. Before the epidemic ends, organized tourism activities cannot be released, and the tourism consumption scenes of individual tourists and visiting relatives and friends are also shrinking further. Tourism is a highly market-dependent and highly market-oriented field. Without consumption and the market, tourism companies, especially travel agencies and online travel service providers, cannot fully resume production like key research institutions and industrial enterprises. The main work tone of the government tourism authorities is to educate and guide the tourism front, continue to focus on scientifically analyzing the situation of increasing return tourists, growing national leisure demand, and increasing corporate financial and employee employment pressures, and implement the work arrangements for epidemic prevention and control in a solid and detailed manner, and resolutely prevent the spread and spread of the epidemic through organized tourism activities. Pay attention to tourist satisfaction and guide the market to bottom out in an orderly manner. Thanks to the understanding, recognition and mutual cooperation of the tourism front, 94.25% of tourists expressed understanding of the changes in itineraries and the extraordinary measures taken by the government and the industry during the special period during the entire Spring Festival holiday. The China Tourism Academy (Data Center of the Ministry of Culture and Tourism) conducted a continuous survey on tourism mentality and tourism behavior during the epidemic through the China Tourism Big Data Independent Research Platform. The data shows that cultural and tourism-related policies have responded to public needs and have received absolute support. At the beginning of the epidemic, most respondents said that they would take the initiative to reduce outdoor and venue activities such as temple fairs, gardens, cinemas, museums, amusement parks, and Spring Festival gatherings. In addition to worrying about their own safety and the worsening of the epidemic, the patriotic sentiment of "not causing trouble for the country" was also the main reason for most tourists to cancel their trips. During the epidemic, civilized travel withstood the great test, and travel was generally stable and orderly. Tourists' overall satisfaction with the Spring Festival journey during the epidemic reached more than 78 points, and their satisfaction with the cancellation of orders and itineraries reached more than 87 points. Benefiting from the epidemic protection policies of departments such as transportation and tourism, most tourists said that the cancellation of transportation, free travel, tickets and other orders was convenient and there was no loss. Only about 15% of the respondents said it was very troublesome and there were some losses. Due to the cancellation of some flights, high-speed rail and railways, most tourists also said that the refund and ticket change could be processed in time. Most free or group tourists said that they were well prepared for the travel to prevent the epidemic. 86% of Hubei respondents who went to other places said that the destination government and relevant departments had given full protection. Yunnan Province, Zhanjiang, Guangdong, Guilin, Guangxi and other provinces opened designated hotels for Hubei tourists, which also became a model for learning in various places. The survey shows that tourists are optimistic about the epidemic response and post-epidemic trend of the tourism industry, and more perfect epidemic response plans and more effective post-epidemic stimulus policies are highly anticipated. Regarding "attitudes and views on tourism after the epidemic ends", 71.5% of the respondents said that they would travel after a period of stability after the epidemic ends, and 20.7% said that they would travel as soon as possible after the epidemic is over. The understanding and recognition of the government's decision-making by the majority of tourists, especially the recognition of the tourism industry, has laid a solid market foundation for the steady decline and effective bottoming of tourism consumption during the Spring Festival, and has also accumulated real momentum for the bottoming out during the epidemic and the revitalization after the epidemic. In the middle and late stages of the epidemic: accumulate confidence, bottom the industry, and resume work in an orderly manner. Scientifically assess the impact of the epidemic to avoid the spread of panic in the entire industry. This major epidemic has had a significant impact on all walks of life in the national economy, and the highly market-oriented tourism industry is one of the industries with the largest revenue reduction. After the organized tourism activities were stopped, investment institutions and market players began to care about how much the tourism economy was affected, and it would be best to have accurate statistical data. The government should promptly organize professional institutions to carry out special research and professional calculations, but it should not simply equate the cessation of organized tourism activities and the closure of tourist attractions with the overall stagnation of tourism economic activities. On the one hand, data and opinions that are not rigorous and may mislead the industry, such as "the tourism industry directly lost 500 billion yuan during the Spring Festival", "the tourism industry lost 20 billion yuan every day", "the tourism industry lost 3 trillion yuan throughout the year", "the complete elimination of certain industries", etc., should be clarified in a timely manner from the professional perspective of tourism statistics and impact research. On the other hand, professional statistics, measurement and evaluation work should be carried out in a timely manner, and data and main conclusions should be released. We should neither turn a blind eye to the impact of the epidemic on the tourism economy, nor exaggerate the losses or even cause market panic with rhythmic headlines. Taking the seven-day Spring Festival holiday as an example, tourism activities other than organized groups and visiting relatives and friends have been greatly reduced until they have been completely stopped, but group tourists, self-guided tourists and tourists visiting relatives and friends who arrived at the destination before the festival, as well as their basic consumption such as catering, accommodation, shopping, and communications, still exist. From the statistical data, from New Year's Eve to the sixth day of the first lunar month, although the tourism market has decreased by more than 40% year-on-year, there is still a market stock of nearly 250 million tourists and 280 billion yuan in revenue. Based on comprehensive research on policies, demand and supply, the China Tourism Academy does not think that the tourism economy in 2020 is too pessimistic, and the baseline expectation continues to be relatively optimistic. The research team assumed that the battle against the COVID-19 epidemic would be won at three time points: the end of March to mid-April, the end of May to mid-June, and the end of July to mid-August. The World Health Organization lifted the PHEIC three months later. Through simulation calculations and professional evaluations, the team formed three optimistic, baseline and pessimistic judgments on the operation of the tourism economy throughout the year. Among them, the results of the benchmark analysis show that: affected by the COVID-19 epidemic, in the first quarter and the whole year of 2020, the number of domestic tourists decreased by 56% and 15.5% respectively, and the number of domestic tourists decreased by 932 million year-on-year; domestic tourism revenue decreased by 69% and 20.6% respectively, and the annual revenue decreased by 1.18 trillion yuan; the number of inbound tourists in the first quarter and the whole year decreased by 51.7% and 34.7%, and the international tourism revenue decreased by 59.8% and 40.6% respectively, and the annual revenue decreased by 50.32 million and 53.4 billion US dollars respectively; the number of outbound tourists in the first quarter and the whole year decreased by 42.6% and 17.6% respectively, and the annual revenue decreased by 27.63 million year-on-year. Of course, we hope that there will be an optimistic situation. The impact of the epidemic on the tourism market is mainly limited to the first quarter, and the above indicators and related data will naturally be adjusted accordingly. The two fundamentals of the market and the industry have not changed due to the epidemic, accumulating confidence in the tourism industry to overcome the epidemic. The market fundamentals supporting the operation of the tourism economy have not changed, and domestic tourism consumption has bottomed out and rebounded. A special survey conducted by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism) for urban and rural residents showed that most respondents judged that the epidemic "may further expand, but it is generally controllable", and a small number of respondents worried that "it has not been fully controlled and the situation is relatively tense". Regarding "attitudes and views on tourism after the end of the epidemic", 71.5% of respondents said that they would travel after the epidemic ended and stabilized for a period of time, 20.7% said that they would travel as soon as possible after the epidemic was over, and 7.8% had no strong desire to travel or did not care. More and more people believe that the epidemic will eventually pass, and the canceled travel plans will be carried out when it is more beautiful. Respondents in provinces and cities such as Jiangxi, Hunan, Guangdong, Henan, Guangxi, Fujian, Anhui, Inner Mongolia, Beijing, Shanxi, and Hebei are more eager to travel after the epidemic ends, and most respondents' travel is mainly restricted by time factors. The industry fundamentals that guide the development of the tourism economy have not disappeared, and the momentum of self-repair and R&D innovation is gathering. A special survey conducted by the China Tourism Academy on the supply side of tourism shows that the overall expectations of the interviewed entrepreneurs and managers for the tourism industry throughout the year have begun to turn from pessimism half a month ago to relative pessimism and relative optimism. 54% of the respondents believe that the risks are controllable and they can overcome the difficulties, 24% believe that the risks vary depending on the capabilities of the enterprises, and 21% believe that the risks are increasing and the number of bankrupt enterprises is increasing. Half of the respondents believe that the epidemic will reduce the total tourism economy by 10 percentage points for the whole year, but the tourism industry will continue to lead the macro economy. The industry has more confidence in the domestic market. 26% believe that it will recover quickly after the epidemic, and 66% believe that it will be delayed by 1 to 3 months. 70% said that they will fully carry out market promotion and fully resume production and operation after the epidemic. In fact, with the emergence of the effects of macro policies such as development and reform, finance, finance, business, culture and tourism and specific policies of local governments, tourism enterprises have begun to recover from the initial extreme pessimism and fear of not seeing the future, and confidence has been re-accumulated, and various forms of self-help and mutual assistance actions have been carried out. Judging from the recent industry public opinion, more and more tourism groups, small and medium-sized enterprises and start-ups are no longer blindly anxious and pin their hopes on government rescue. Instead, they are based on the concept of "enterprise self-help, industry mutual assistance, and government bottoming out" and assume common but differentiated responsibilities. Tourism has become an important indicator of modern living standards, and has become a rigid demand and normalized lifestyle for people's happy life. Since 2000, domestic tourism has continued to grow at a high speed, which is promoting the in-depth development of mass tourism and profoundly affecting and supporting the sustainable development of the national tourism economy. The fundamentals of the inbound and outbound tourism market will not change because of this epidemic, the tourism supply stock is still there, and the spirit of the team will not be dispersed. The people have needs, the market has supply, and the policy has support. Temporary difficulties will eventually pass. Tourism will not only overcome this epidemic, but also usher in a better development situation. Introduce a policy to rescue enterprises and support the bottom line, and guide the industry to help each other and save itself. The goal of industrial policy during the epidemic is to focus on the supply side and support the bottom line of the industry's strength. Tourism enterprises cannot be closed down on a large scale, employees cannot be unemployed on a large scale, and the industry cannot have a phenomenal level of negative public opinion. In particular, it is necessary to prevent the unnecessary separation and tearing between upstream and downstream enterprises in the industrial chain and related institutions of the ecological system. The central government and the Development and Reform Commission, Industry and Information Technology, Commerce, Finance, and Finance have successively introduced and will continue to introduce a series of policies to stabilize employment, stabilize the market, and stabilize expectations. The State Council Executive Meeting introduced a phased reduction and exemption of corporate social security fees and the implementation of the policy of postponing the payment of housing provident funds by enterprises, which gave market entities a full sense of gain. Local governments at all levels have also strengthened their support for industries that have been severely affected in terms of tax reduction and exemption, incentives and subsidies, debt extensions, expanded investment, and resumption of work and production. How the tourism administrative department can coordinate major suppliers and local resources including foreign airlines within the framework of laws, regulations and industry practices, and guide enterprises to assume common but differentiated responsibilities, will become an important issue for improving the governance system and enhancing governance capabilities in the tourism field. Travel agencies, OTAs, hotels, homestays, scenic spots, and theme parks should not only talk about the particularity of tourism enterprises, but also talk about the commonality of enterprises, and make full use of the inclusive policies of the central and local governments to support enterprises, especially small and medium-sized enterprises. The policy of the tourism administrative department to temporarily return 80% of the quality deposit of travel agencies has been implemented. Through the joint prevention and control mechanism of the epidemic, it is strengthening coordination with the civil aviation, industry and information technology, development and reform, finance, finance, commerce and other departments on how to ensure the cash flow of tourism enterprises and other major demands, and will seriously study and release industrial policies and administrative measures with industry characteristics in due course. Tourism enterprises have done a lot of work to protect the legitimate rights and interests of tourists. After basically ending the processing of large-scale cancellations, mutual assistance and self-help in the entire industry have become the focus. Under the initiative of associations and chambers of commerce and the promotion of tourism groups, upstream and downstream enterprises and partners are also carrying out industry mutual assistance actions. Jinjiang International has raised 3.5 billion yuan to support its 7,500 hotels to overcome difficulties. Among them, liquidity support loans and material procurement loans with an interest rate of no more than 4.5%, and reductions in franchise fees and management fees are all very practical measures. China Tourism Group has launched new businesses such as "Online Bus Mall" and online booking of duty-free goods. From January 27 to February 13, 2020, Sanya Duty Free City achieved a year-on-year sales growth of 92% online. In addition to ensuring that tourists can refund and change without loss, Lingnan Group is launching a take-out and safe home-based delicious service through Lingnan Hotels and Guangzhi Travel Easy Travel Platform, so that ordinary people can enjoy the delicious food customized by famous chefs without leaving home. Ctrip has launched a 100 million yuan major disaster guarantee fund to share the losses of lossless cancellations with suppliers and partners. Online platforms such as Tongcheng are actively expanding their e-commerce retail businesses. Airlines such as Dongfang, Spring Airlines, Jixiang, Huaxia, Chongqing, and Sichuan Airlines have seized the transportation needs of orderly resumption of work and production in various places and actively launched charter services with flexible prices. Orderly guidance and scientific guidance for tourism enterprises to resume work and business. Before the central government announced an overwhelming victory in epidemic prevention and control, the conditions for fully opening organized tourism activities and fully opening tourist attractions across the country were not yet in place, and the timing was not yet ripe. For a developing country with a population of 1.4 billion and the world's second largest economy, the cost of a long-term shutdown of economic activities is unbearable. While preventing and controlling the epidemic, the central government is also coordinating the resumption of work and production of various enterprises, focusing on the material guarantee and people's livelihood guarantee related to epidemic prevention and control, as well as enterprises in key areas of stabilizing growth and promoting employment. The tourism sector also has the problem of coordinating epidemic prevention and control and industrial development. Tourism enterprises include not only travel agencies and tourist attractions, but also tourism accommodation formats such as hotels and homestays, tourism shopping formats such as tax refund exemption, etc. If there are no hotels, catering, and leisure services, who will guarantee the lives of enterprises and front-line personnel who have resumed work? Without the follow-up of productive services, how can the circulation, business, and conference activities of industrial enterprises be carried out? Under the guidance of the tourism economic system view and the tourism industry ecological view, the tourism authorities should guide the resumption of work and production of tourism enterprises of different types in different regions in an orderly manner. Due to the inadequate understanding of the nature of the industry and the spirit of the policy, the resumption rate of the service industry in the middle and late stages of the epidemic was relatively low, especially the resumption rate of production services for epidemic prevention materials and accommodation, catering, leisure and other life services for front-line epidemic prevention personnel. Under the condition of low resumption rate of the service industry, the operation of the national economy has problems such as difficulty in matching the upstream and downstream production links of the industrial chain, as well as difficulty in matching production and services, and resumption of work and life. In some areas, small and medium-sized tourism accommodation, catering, life and leisure and business travel service enterprises that have resumed work and production lack effective professional guidance from authoritative departments, and to varying degrees, they are in a dilemma of insufficient prevention and control and excessive prevention and control. To this end, the fiscal policies issued by the central and local governments should focus on solving the lack of liquidity of small and medium-sized enterprises. On the basis of the current policies, financial subsidies should be given to hotels, scenic spots, travel agencies, and OTAs for lossless cancellations, or rewards should be used instead of subsidies. Financial policies should focus on solving the debt extension and liquidity loans of small and medium-sized tourism enterprises. Industrial policies should provide subsidies, rewards and guidance to enterprises that use big data, artificial intelligence, 5G communications and other modern technologies to create consumption scenarios and improve service efficiency in production and life-style services, and promote the digital reform and transformation and upgrading of small and medium-sized enterprises. For front-line tourism practitioners, especially licensed tour guides who are employed flexibly and independently, job stabilization subsidies should be issued in a timely manner. Post-epidemic period: Release demand, cultivate momentum, and comprehensively promote high-quality development of the tourism industry. The cultural and tourism system and the tourism front should implement the spirit of the Central Economic Work Conference and adhere to the promotion of high-quality development of the tourism industry. Is tourist satisfaction high? Is tourism enterprise efficiency good? Does the tourism industry have sufficient stamina for development? Regardless of whether there is this epidemic, these three practical issues closely related to the high-quality development of the tourism industry must be answered by the tourism system and the tourism front, and they must be answered well. If tourists are not satisfied, enterprises have no benefits, and the industry has no stamina, even if there is no epidemic, the tourism industry will fall at any slight disturbance. On the contrary, if the majority of tourists are satisfied and willing to follow the industry, and employees have a sense of gain and are willing to follow enterprises, coupled with the support of the economic and social environment after the comprehensive construction of a well-off society, the tourism industry will have no obstacles that it cannot overcome. The high-quality development of the tourism industry requires us to no longer follow the traditional resource-driven development model, but to actively cultivate new drivers such as science and technology, education, and talents, and to seek benefits from research and development and innovation. The cultural and tourism system and the tourism industry should implement the important instructions of General Secretary Xi Jinping on cultural and tourism work, and adhere to the promotion of the integrated development of culture and tourism. On the basis of the work of the past two years, we should further strengthen the construction of contemporary cultural and tourism development theory, study the market trend and consumption evolution law, and rely on market entities such as tourism groups, listed companies, professional institutions and entrepreneurial teams to effectively promote the true integration, deep integration and wide integration of cultural and tourism work. To achieve this goal, the tourism system needs to recognize that consumer entities do not have a sufficient sense of gain and satisfaction with the integration of culture and tourism, that market entities lack sufficient recognition and cohesion for the integration of culture and tourism, and that administrative entities have not yet conducted systematic and in-depth research on cultural resources and the tourism market. Today's tourism has a more obvious social attribute, and it is becoming a trend to deliver travel routes, experience projects and services through human connections rather than traditional travel agency channels and OTA platforms. With the increase in industry concentration, large tourism companies will set up special product design teams and promote the rise of the laboratory economy. Experienced employees will link the target customer groups and partially replace the original online stores and online platform functions. To grasp these trends and rules, especially to achieve the integrated development of culture and tourism in product experience and service interface, we cannot rely on meetings and deployments at all levels within the system and training behind closed doors, but rely on market entities full of vitality and vigor to let enterprises and entrepreneurs try and break through. The cultural and tourism system and the tourism industry should implement the people-centered development concept and insist on promoting the coordinated development of the three major markets of domestic tourism, inbound tourism and outbound tourism. Without the continuous release of tourism demand potential and the expansion of the tourism market scale, "tourism +" or "+ tourism" will become a sourceless water and a rootless tree. Among the three major markets, the foundation is domestic tourism, and the opportunity is that the market is sinking, consumption is upgrading, and the frequency is accelerating. If there is an optimistic situation in which the epidemic is fully controlled at the end of March and the beginning of April, we should not lower the guiding indicators formulated at the beginning of the year, especially the domestic tourism market indicators. On the contrary, in order to ensure the established goals and tasks of tourism economic development, the development expectations of the domestic tourism market should be raised by more than 2 points. To this end, we must strengthen the construction of tourism infrastructure and public services, and release new consumer demands such as summer tourism, ice and snow tourism, night tourism, parent-child tourism, food tourism, study tourism, and self-driving tourism. At the same time, the determination to develop inbound tourism must not be shaken in the slightest. We must take the reorganization of the National Tourism Promotion Organization as a starting point and visa facilitation as a breakthrough to promote the national tourism image from traditional to modern. The focus of outbound tourism should be further focused, and key tasks such as tourism safety, civilized tourism and international cooperation should be grasped. Epidemic prevention and control is a phased work. The completion of the annual goals and tasks still needs to return to the goals of the "13th Five-Year Plan" and the start of the "14th Five-Year Plan", and return to the strategic goal of a tourism power. The cultural and tourism system and the tourism industry should implement the spirit of the Fourth Plenary Session of the 19th CPC Central Committee, adhere to the improvement of the tourism governance system, and enhance governance capabilities. Tourism governance mainly includes tourism market promotion, tourism industry supervision, and tourism economic operation monitoring and macro-control. Grasping promotion cannot be satisfied with holding conferences, making reports, issuing documents, and issuing brands, and strong supervision cannot be limited to campaign-style law enforcement such as open and secret inspections and star-down and delisting. For a long time, we have been very good at using rules and regulations to draw bottom lines and red lines for market players. However, the culture and tourism system still has a lot of work to do in terms of how to use a development perspective, innovative thinking, and market-oriented means to satisfy the tourism rights of citizens, guide market players to become bigger, stronger, and better, and in terms of crisis event management, and policy reserves for tourism economic monitoring and regulation. If the industry guidance unit cannot coordinate international relations externally, does not know how to convey a positive image, does not know how to help enterprises internally, and cannot provide cutting-edge content for training, even if it has power, it will not be able to make a sense of existence. Judging from the response to this epidemic, the public governance capacity in the tourism field, especially the reserve and application level of tools for early warning, intervention, coordination, guidance, and feedback, really needs to be greatly improved. Exploring a comprehensive law enforcement mechanism in the new era, and effectively improving the governance system and enhancing governance capabilities through innovative systems that promote inclusive supervision and fault tolerance, are important tasks for the post-epidemic revitalization and tourism development of the culture and tourism system. (This article is the result of the National Social Science Fund Key Project "Research on the Growth Potential and Development Dynamics of Tourism Economy under the New Normal and New Orientation", Project No.: 17AJY022) Source: China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the source for reprinting (please do not reprint in "original" format)