Economic Daily: The multiplier effect of releasing a billion yuan gift package in the cultural and tourism market

An article in the Economic Daily pointed out that recently, in order to coincide with China Tourism Day, various regions have been offering real money and benefits to consumers. For example, the tourism department in Ningbo distributed 12.9 million yuan in tourism consumption vouchers, Beijing distributed 10 million yuan in consumption subsidies and 150 million yuan in policy incentive funds. Enterprises have also been very enthusiastic, with Amap offering over 100 million yuan in tourism consumption subsidies, and the Huazhu Group launching a billion-yuan hospitality program. These "tens of millions" and "hundreds of millions" of big gift packages are aimed at benefiting and entertaining the people, allowing consumers to have fun and save money while traveling. Consumption vouchers can unleash a multiplier effect. Simply reducing ticket prices or offering immediate discounts can easily lead the market to become dependent on subsidies. Through supply-side innovation and the cultivation of new consumption scenes, it is possible to effectively stimulate internal demand. Langfang, Hebei, connects art appreciation, dining, accommodation, and leisure activities with a single theater ticket, transforming "watching a play" into "all-day consumption"; Yuxi, Yunnan, links "game tickets + tourism + shopping district," offering free admission to scenic spots, 10% off dining, and accommodation discounts during the Chinese Super League, resulting in a 37% increase in restaurant sales during the event. These successful cases illustrate that the distribution of consumption vouchers needs to be deeply integrated with consumption scenes, accurately targeting demand, innovating supply forms, and improving system design, to transform from isolated discounts to value-added chains.