Governmental Support and Tourism Small Business Recovery

--practices and solutions from China

Zeng-Xian(Jason) LIANGPh.D &Associate Professor

School of Tourism Management, Sun Yat-sen UniversityTechnical Expert at Monitoring Centre for UNWTO Sustainable Tourism Observatories (MCSTO)

liangzx3@mail.sysu.edu.cn

THE 15th UNWTO ASIA/PACIFIC EXECUTIVE TRAINING PROGRAMME ON TOURISM POLICY AND STRATEGY

An outbreak of uncertainty

n Unexpected and unprepared shutdown before spring festival on January 25-26th, 2020

n To the end of February in 2020, most tourist attractions and destinations have begun to recover

n Localized outbreaks and tourism “shutdown” in some cities (e.g. Nanjing, Guangzhou, Ruili, Putian etc.)

n The fast spread of Delta virus in 2021 and long distance travel with great caution

Tourism small business in trouble?

n Cancellation of international travel and the outbreaks of tourist resort market in Sanya

n Less long distance travel and cross-provincial/-regional tour and the loss of some market

n More local tour and urban leisure (increase in theme park and rural tourism market) and new opportunity

n Less large tour group but more family and friends tour lead to the reconstruction of tourist product

n Unpredictable shutdown at any time and the increase in operating costs and risk

n Unsteady and unpredictable tourist market and operating cost reduction (result in lower quality)

Governmental Supports

n Direct financial support

n Tax reduction and exemption

n Underwrite or offer small business loans

n Infrastructure construction and upgrading

n Event marketing (music festival) and tourism promotion

n Offer year card of low price to locals and specific groups (e.g. Medical staff)

n Public investment in tourism planning and environment improvement

Music festival Tourism street renewal

Family inn upgrading

Flower Fairy Festival in April

Event marketing

Governmental Supports

Music festival in summer vacation

Governmental Supports For the safety of tourists, more outdoor activities, attractions and food service were encouraged

Thank You