有一種旅行叫回家

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.

每個(gè)人心中都藏著一個(gè)伊甸園。擇處而居，也許只是為了頭頂那片浩瀚星空，或是不遠(yuǎn)處的湖光山色。隨著旅游地產(chǎn)的興起，回家也可以變成一種旅行，眼前的日子也可以過成詩和遠(yuǎn)方。

作為一種全新的表現(xiàn)形式，旅游地產(chǎn)賦予了地產(chǎn)以極靈動(dòng)的色彩，把文化、藝術(shù)等植入了建筑，使人們以另一種視角重新看待城市、看待地產(chǎn)。

相較于傳統(tǒng)住宅，旅游地產(chǎn)并不是蓋房子、賣房子那么簡單，它所提供的是一種全新的生活方式，需要將人文、歷史、資源結(jié)合起來，讓居住其中的人享受高品質(zhì)的生活方式。當(dāng)然，這并不等于說，挨著一片海或靠著一片林，人為地給房子杜撰一個(gè)炒作的“概念”或者“噱頭”，就能稱得上“旅游地產(chǎn)”，而是房子中真實(shí)蘊(yùn)含著文化的、旅游度假的因子。

事實(shí)上，旅游地產(chǎn)的狂野生長，從側(cè)面也反映出中國消費(fèi)者旅游度假偏好的變化：上世紀(jì)80年代，以公園觀光游為主，是1.0時(shí)代；上世紀(jì)90年代，則以團(tuán)體觀光游為主，是2.0時(shí)代；當(dāng)下，20世紀(jì)初，乃以休閑度假目的地為主要特征，開啟了3.0時(shí)代。

伴隨而至的是，中國日益龐大的都市人群，尤其是新興中產(chǎn)對旅居生活品質(zhì)要求的不斷精益求精。旅游地產(chǎn)“蛋糕”才得以越做越大。

作為旅游地產(chǎn)領(lǐng)域的領(lǐng)跑者，萬達(dá)從2009年投資建設(shè)第一座文旅城——哈爾濱萬達(dá)文化旅游城，到今年5月南昌萬達(dá)城面世，花了7年時(shí)間，有條不紊地?cái)U(kuò)充著自己的文化旅游版圖。王健林還透露，4年之內(nèi)將在中國建設(shè)15個(gè)，海外建設(shè)3至5個(gè)文化旅游城。每個(gè)文旅城可同時(shí)容納3萬名游客，預(yù)計(jì)年接待游客超過1000萬人次。

被譽(yù)為“中國旅游地產(chǎn)專家”的雅居樂，也在積極布局海南、云南、湖南、廣東等旅游度假資源豐富的區(qū)域及地區(qū)，打造出多個(gè)標(biāo)桿項(xiàng)目。其中，海南清水灣為雅居樂地產(chǎn)旅游項(xiàng)目旗艦之作，6年銷售450億元，乃中國旅游地產(chǎn)標(biāo)桿。

《中國旅游地產(chǎn)發(fā)展報(bào)告（2015—2016年）》白皮書顯示，2015年中國新增的736個(gè)旅游地產(chǎn)項(xiàng)目中以房地產(chǎn)開發(fā)與建設(shè)為主營業(yè)務(wù)的企業(yè)約占80%，其中以萬達(dá)、碧桂園、恒大、綠地、萬科等有強(qiáng)大實(shí)力的大型房企為主。他們敢于突破創(chuàng)新、積極發(fā)展海外戰(zhàn)略，尋找新賣點(diǎn)。據(jù)統(tǒng)計(jì)，2015年中國資本投資到海外房地產(chǎn)的資金總額高達(dá)到300億美元，是2014年的兩倍。而不論國內(nèi)國外，如何做出具有特色的文旅地產(chǎn)，是開發(fā)商們需要面對的問題。