有一种旅行叫回家

有一种旅行叫回家

A HOLIDAY CALLED GOING HOME

There is a Garden of Eden hidden in everybody’s heart. The reason for choosing a place to live could be as simple as the starry sky above your head or the breathtaking landscape nearby. With the boom of tourism real estate nowadays, going home could become a holiday and everyday life could be turned into a poem.

Text by Yi Jia Translation by Sonia Photos by VCG

As a completely new method of promotion, tourism real estate endows real estate with vibrant colors by implanting culture and arts into buildings, so that people can look at cities and houses from a different perspective.

Compared to traditional methods, tourism real estate is more than just building and selling houses. It provides a completely new way of life. By combining culture, history and resources together, it allows the residents to enjoy a higher quality of life. This, however, doesn't mean that it is suff i cient for a house located next to the sea or forest, with someone artif i cially coining it with a hyped up "concept" or "gimmick" to be called "tourism real estate". Only houses that truly have the cultural and tourism resort elements can justify this name.

In fact, the wild growth of tourism real estate also ref l ects the changes in consumer preferences in tourism among Chinese customers. In the 1980s, park sightseeing tour was the majority, which can be seen as Era 1.0. In the 1990s, group sightseeing tour was the majority, which was Era 2.0. At the moment, at the early 21st century, leisure tourism destination is the main feature, which starts the Era 3.0.

With this comes an increasingly large urban population of China, especially the emerging middle class which continuously demands better and better quality of life. The “cake” of tourism real estate grows larger and larger under this circumstance.

As a leader in the fi eld of tourism real estate, Wanda spent seven years expanding its territory on cultural tourism, starting from the fi rst cultural tourism city - Harbin Wanda in 2009, to the launching of Nanchang Wanda in May this year. Jianlin Wang also revealed that he will build 15 cultural tourism cities in China and three to fi ve overseas within four years. It can accommodate 30,000 tourists at any one time. It is estimated that more than 10 million tourists would be received per year in total.

Agile Property, which is being hailed as "China's tourism real estate expert", has established many benchmarking projects in areas or regions that have rich tourism resort resources such as Hainan, Yunnan, Hunan, and Guangdong. Among those projects, Hainan Clearwater Bay is the top real estate tourism project of Agile Property, 45 billion yuan sales were made in the last six years. It is the benchmark of China's tourism real estate.

"China Tourism Real Estate Development Report (2015-2016)" white paper shows that among the newly added 736 tourism real estate projects of China, 80% of them are having real estate development and construction as their core business, of which powerful housing enterprises named Wanda, Country Garden, Hengda, Greenland and Vanke take up the majority. They dare to innovate, actively develop overseas strategies and fi nd new selling points. Statistics show that the total investment into overseas real estate industry from China in 2015 topped USD 30 billion, double of that in 2014. No matter home or abroad, how to create their own distinctive cultural tourism real estate is an issue developers need to face.

每个人心中都藏着一个伊甸园。择处而居，也许只是为了头顶那片浩瀚星空，或是不远处的湖光山色。随着旅游地产的兴起，回家也可以变成一种旅行，眼前的日子也可以过成诗和远方。

作为一种全新的表现形式，旅游地产赋予了地产以极灵动的色彩，把文化、艺术等植入了建筑，使人们以另一种视角重新看待城市、看待地产。

相较于传统住宅，旅游地产并不是盖房子、卖房子那么简单，它所提供的是一种全新的生活方式，需要将人文、历史、资源结合起来，让居住其中的人享受高品质的生活方式。当然，这并不等于说，挨着一片海或靠着一片林，人为地给房子杜撰一个炒作的“概念”或者“噱头”，就能称得上“旅游地产”，而是房子中真实蕴含着文化的、旅游度假的因子。

事实上，旅游地产的狂野生长，从侧面也反映出中国消费者旅游度假偏好的变化：上世纪80年代，以公园观光游为主，是1.0时代；上世纪90年代，则以团体观光游为主，是2.0时代；当下，20世纪初，乃以休闲度假目的地为主要特征，开启了3.0时代。

伴随而至的是，中国日益庞大的都市人群，尤其是新兴中产对旅居生活品质要求的不断精益求精。旅游地产“蛋糕”才得以越做越大。

作为旅游地产领域的领跑者，万达从2009年投资建设第一座文旅城——哈尔滨万达文化旅游城，到今年5月南昌万达城面世，花了7年时间，有条不紊地扩充着自己的文化旅游版图。王健林还透露，4年之内将在中国建设15个，海外建设3至5个文化旅游城。每个文旅城可同时容纳3万名游客，预计年接待游客超过1000万人次。

被誉为“中国旅游地产专家”的雅居乐，也在积极布局海南、云南、湖南、广东等旅游度假资源丰富的区域及地区，打造出多个标杆项目。其中，海南清水湾为雅居乐地产旅游项目旗舰之作，6年销售450亿元，乃中国旅游地产标杆。

《中国旅游地产发展报告（2015—2016年）》白皮书显示，2015年中国新增的736个旅游地产项目中以房地产开发与建设为主营业务的企业约占80%，其中以万达、碧桂园、恒大、绿地、万科等有强大实力的大型房企为主。他们敢于突破创新、积极发展海外战略，寻找新卖点。据统计，2015年中国资本投资到海外房地产的资金总额高达到300亿美元，是2014年的两倍。而不论国内国外，如何做出具有特色的文旅地产，是开发商们需要面对的问题。