"May 1st" domestic outings totaled 230 million person-times and the number of outbound tourists exceeded the level of the same period in 2019

  The tourism industry is heating up and needs to be upgraded

  Central Commission for Discipline Inspection and State Supervision Commission website Han Yadong Wu Jing

  The "May Day" holiday that has just passed, and the long-suppressed travel enthusiasm, ushered in a release: train tickets are all in seconds, economy class tickets for popular flights are hard to find, tickets for popular scenic spots are sold out, hotel and guesthouse reservations are hot... a "The hottest May Day Golden Week in history" came as scheduled.

  According to data from the Ministry of Culture and Tourism, the number of tourists during the May 1st holiday and tourism revenue exceeded and approached the levels of the same period in 2019, respectively, and the normalized tourism market for epidemic prevention and control has fully recovered.

While the market is picking up faster, some popular scenic spots reappear in the scene of "people conforming to the crowd", and how to make Chinese people get a better travel experience has attracted attention.

  How did the "Hottest Golden Week in History" come into being?

What are the new trends in the "May Day" holiday tourism market?

How to promote the tourism industry to play a greater role in promoting consumption, stabilizing employment, and ensuring growth?

The reporter interviewed industry insiders such as Dai Bin, Dean of China Tourism Research Institute.

  During the short and long holidays, 230 million domestic trips were made, returning to 103.2% of the same period before the epidemic; domestic tourism revenue was 113.23 billion yuan, a year-on-year increase of 138.1%

  On the eve of the holiday, everything from train flights to park ticket bookings was quickly sold out, and seemingly unpopular museums were also "hard to find a ticket", "Forbidden City grabbing tickets", "Hunan Provincial Museum May Day ticket reservations are urgent" and other topics have been hot in succession. Search.

The industry predicts that this year's "May 1st" Golden Week will be the "hottest" Golden Week in history.

  On the first day of the long holiday, the national railways set a record high in the number of passengers sent in a single day.

According to data from China National Railway Group Co., Ltd., on May 1, the national railways sent 18.826 million passengers, an increase of 9.2% over the same period in 2019.

  The reception volume of popular scenic spots in many places exceeded the level of the same period in 2019, and the "people follow the crowd" scene reappeared.

Tickets for the Palace Museum are sold out from May 1st to 5th; on May 2nd and 3rd, popular scenic spots such as the Qin Shihuang Mausoleum Museum, Shaanxi History Museum, and tourist performances such as "Eternal Regret" and "Xi'an Eternal Love" are fully booked; As of about 20:30 on May 1, the cumulative passenger flow of the Bund Waterfront in Shanghai in a single day exceeded 420,000, and the peak instantaneous passenger flow reached 61,000, a record high... Some scenic spots adopted online ticket purchases, time-sharing appointments, and Staggered peak current limit, extended visit time and other methods to optimize the tourist experience.

  According to calculations by the China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism), during the short and long holidays, the country’s domestic tourist trips totaled 230 million, a year-on-year increase of 119.7%, and on a comparable basis, it recovered to 103.2% of the same period before the epidemic; domestic tourism income was 1,132.3 100 million yuan, an increase of 138.1% year-on-year, returning to 77.0% of the same period before the epidemic.

  Dai Bin told reporters that the tourism market has ushered in a very special peak period, mainly due to three reasons: First, with the economic and social development, tourism has become a rigid demand for people's lives.

In 2019, the number of tourists in my country exceeded 6 billion, with an average of more than 4.3 trips per person per year. Tourism has become an important part of people's yearning for a better life; second, since the outbreak of the epidemic, my country's tourism consumption demand has gradually recovered.

On March 14 last year, all localities resumed the tourism business within the province one after another, and on July 14, the inter-provincial tourism business resumed.

Starting from the Spring Festival and Ching Ming Festival this year, the market has gradually returned to normal, and tourists have shifted from being cautious to active travel. Third, the epidemic prevention and control has achieved significant phased victory. With the revitalization of rural areas and the construction of new urbanization, the enthusiasm of tourism development in various regions has been unprecedentedly high.

  "Post-00s" travel bookings increased by over 570% year-on-year, music festivals, cultural and archaeological tours became popular, and the "Scenery" night tour was economical

  According to data from Ctrip, Ctrip's "May 1st" Golden Week total order volume increased by about 270% year-on-year, an increase of more than 30% over the same period in 2019.

Beijing, Shanghai, Guangzhou, Hangzhou, Chengdu, Xi'an, Nanjing, Chongqing, Wuhan, and Changsha were shortlisted as the ten most popular tourist cities during the "May 1st" Golden Week.

  Compared with the same period in 2019, Ctrip's single-day ticket order volume increased by up to 449%. The single-day booking transaction volume on May 1 refreshed the platform's single-day historical peak, and the single-day booking and travel transaction volume on May 2 reached a new high. Historical peak 2 times.

Shanghai Disney Resort, Summer Palace, Huashan Mountain, Chengdu Research Base of Giant Panda Breeding, Badaling Great Wall, Old Summer Palace, Humble Administrator's Garden, Chimelong Wildlife World, Longmen Grottoes, and Xi'an City Wall are among the top ten popular scenic spots.

  During the "May Day" holiday, there are many new trends in going out.

  According to data from Ctrip, "post-90s" accounted for 37% of the "May 1st" travel population this year, becoming the absolute main traveler; "post-80s" ranked second, accounting for 27%; "post-00s" performed brightly and accounted for the proportion twenty one%.

It is worth mentioning that the number of "post-00" and "May Day" travel bookings increased by more than 570% year-on-year, ranking first in terms of growth rate.

  Young people have also made some changes in the gameplay of "May Day" this year.

During the short and long holidays, more than 20 music festivals were held across the country, and many music festivals landed in tourist cities, and they were sought after by everyone.

With the popularity of the Sanxingdui site, cultural and archaeological tours have gradually become a trend.

The number of bookings for related commodities such as archaeology, museums and cultural sites rose more than 15 times year-on-year.

Sichuan Guanghan Sanxingdui Museum, Shaanxi History Museum, Shanghai Science and Technology Museum, Xi'an Stele Forest Museum, etc. are highly searched.

  The excitement is high during the day, and the night tour is also unique.

It is understood that the "May Day" night tour merchandise bookings increased by more than 20 times year-on-year.

Night sightseeing, night cruises, starry sky camping, and theme park night show have become the main options for young people's night tours.

Consumers are willing to explore the streets and landscapes of the city at night and discover the other side of the city. They are also willing to find "late night canteens" in alleys and alleys. The traditional "night economy" such as nightclubs and bars is even more impractical for young people. An indispensable factor.

Ctrip data shows that among popular tourist destinations, Chongqing, Changsha, and Guangzhou have become representative cities for night tours.

Among them, Chongqing Two River Tour, Xiangjiang River Cruise, Orange Island Star, and Pearl River Night Tour are more popular for fun experience.

Many popular scenic spots reappear in crowds, bid farewell to "blocks" and urgently need to be solved

  The Forbidden City in Beijing is full of tourists, the Badaling Great Wall "people follow the crowd", the broken bridge at West Lake in Hangzhou becomes a bridge for people, and the Terracotta Warriors in Xi'an "only see the heads but not the figurines"... During the "May 1st" period, many popular scenic spots across the country ushered in a peak of passenger flow, and tourists drove shoulder to shoulder. , Some places issued red warnings for tourist flow.

Netizens called out: Fortunately, I didn't go anywhere!

  Zhang Yaojun, a professor at the School of Applied Economics at Renmin University of China, noticed that during the May 1st period, the whole society concentrated on vacations, and there was a problem of insufficient "carrying capacity" in both tourist destinations and roads: First, traffic congestion, no matter the highway or the road to the scenic spot Severe congestion, the phenomenon of roads becoming parking lots frequently occurs; second, the scenic area has a high population density, leisure experience has become a tense experience, and the beauty of tourism is greatly reduced; third, due to the crowds of tourists, accommodation, catering and other services cannot keep up, and some places There have been phenomena such as price increases.

  Since my country's first Golden Week was established in 1999, tourist attractions have been overcrowded in almost every Golden Week.

Dai Bin said that in the development stage of mass tourism, scenic spots, especially 5A scenic spots, are just needed by tourists. Hiking tourist spots, especially the Great Wall, Forbidden City, Huangshan, Terracotta Warriors and other head scenic spots, will face a long-term shortage of supply. Be mentally prepared.

  If you go out to see the world, if it is just "blocking up", looking at people's heads, "going out happily, and coming home depressed," this is not so much "leisure" as it is "affected".

Tourists' willingness to consume is a precious resource, and how to take care of it with high-level management and services is also a realistic issue that needs to be solved urgently.

  Dai Bin believes that it is necessary to guide everyone to pay attention to tourist attractions, resorts and theme parks in warm or even cold areas.

Every inch of our country’s land and every season has different beauty. We have to learn to appreciate flowers in spring and snow in winter like the ancients. We can find what we like in every place in every season, and we don’t have to go. Get together.

For popular scenic spots, it is necessary to adhere to effective measures such as limit, appointment, and peak shifting during the epidemic period, and comprehensively use big data analysis, manual intervention and other methods to effectively regulate passenger flow, and provide tourists with a better travel experience.

  At the same time, it is necessary to comprehensively use modern scientific and technological means to demand efficiency from time.

Dai Bin said that our sightseeing tours are mainly concentrated in the daytime. Now many places use cold light projects to show tourists the beauty of the scenic spot at night, or use cultural creativity to guide tourists to travel at night to expand the capacity of the scenic spot through time extension.

  For example, the Yellow Crane Tower can accommodate up to a few hundred people at a time. The local area is open for night experience, and the "Yellow Crane Tower at Night" tourism performance project has been created to add new ways to the millennium famous building. During the "May Day" period, it received more than 6,000 tourists. Almost all the venues are full; another example is Zhengzhou has created an immersive night entertainment performance "A Play on the Way". The entire park is a big stage. Tourists change into the plot and enter the plot. They are both audiences and actors. During the "May 1st" period, the number of visitors exceeded 160,000. More than 24 million yuan in revenue was generated.

  "On the basis of consolidating traditional tourism and tourism, it is necessary to support new cultural and tourism products and new formats, and support low-density and high-frequency tourism such as health and wellness vacations, eco-tourism, RV camping, sports tourism, research trips, nature education, customized tourism, etc. For example, Zeng Bowei, a professor at the School of Tourism, Beijing Union University, said that for the camping industry, there are 15,000 campsites in the United States and 55,000 in Russia, while only 1,000 RV campsites have been built and under construction in China. There is still a gap in the scale of industry compared with developed countries. Another example is sports tourism. In developed countries in Europe and America, outdoor sports such as hiking, mountaineering, fishing, cycling, and rock climbing are the main ways of tourism consumption. This type of tourism consumption in China has just started.

Red tourism continues to "circle fans", and the number of orders increased by about 375% compared with the same period in 2019

  At 7:00 on May 1, a Y778 "Dongfanghong" tourist train full of tourists departed from Ankang, Shaanxi and arrived in Yan'an at 14:31 on the same day.

With the theme of "Revolutionary Holy Land Yan'an Red Lecture Hall, Mobile Patriotic Education", the train showed the party's 13-year struggle in Yan'an in graphic form, allowing passengers to walk into the carriage as if they were stepping on the red land of northern Shaanxi.

From April 27 to May 4, the trains ran 16 times, transporting nearly 11,000 passengers.

  During the special period of the centennial of the founding of the party, red tourism ushered in its peak during the "May 1st" holiday, and visiting the revolutionary sites became commonplace.

Ctrip data shows that the “red tourism” keyword during the “May 1st” period increased by about 7 times compared with the same period in April. Compared with the same period in 2019, the order volume of Ctrip’s red tourist attractions achieved an increase of about 375%. The National Museum of China, Tiananmen Square, Langya Mountain and other popular red tourist attractions.

  On the "Red Tourism Train" in Shaanxi, passengers listened to the party history stories in the "Red Mobile Classroom" attentively; at the Menglianggu Battle Memorial Hall in Shandong, children received revolutionary education and cultivated patriotic feelings through "military experience + research and study tour"; Anyang Red Flag, Henan Qu Spirit VR Experience Hall, three-dimensional and realistic digital simulation scenes, make visitors feel as if they were at the excavation site in person, and deeply felt the difficulty of the ancestors building the "artificial Tianhe" with one hammer at a time... The innovative and diverse experience methods are refreshing.

  For a long time, our tourism promotion focused on traditional culture and natural landscapes.

When many people think of tourism, they think of the natural resources of mountains and rivers, the traditional cultural resources left to us by our ancestors.

In fact, the socialist culture with Chinese characteristics includes the excellent traditional Chinese culture bred by the civilization and development of the Chinese nation for more than 5,000 years. The revolutionary culture and advanced socialist culture forged by our party united and led the people in the process of revolution, construction, and reform.

  Dai Bin said that culture leads the development of tourism, not just focusing on traditional natural and historical resources, but also telling Chinese stories, so that more tourists can experience the beauty of traditional culture, revolutionary culture and advanced socialist culture.

For example, Shanghai Bund, Chongqing Jiefangbei, Chengdu Chunxi Road, these Internet celebrity tourist check-in locations are actually the epitome of China's reform and opening up and modernization.

"In the new stage of development, tourism can play a greater role in promoting the all-round development of people and promoting and upgrading social civilization. It is the responsibility and responsibility of the tourism industry to let the people feel Chinese culture and enhance the'four self-confidence' during the journey. ."

 Persist in culture leading technology empowerment, and promote tourism to play a greater role in promoting consumption, stabilizing employment, and ensuring growth

  In 2019, China's total consumption exceeded 40 trillion yuan, of which tourism consumption reached 6 trillion yuan.

The impact of the new crown epidemic in 2020 will affect all aspects, and the fastest recovery is tourism.

Entering a new stage of development, tourism, as a strategic pillar industry of the national economy and an important part of the modern service industry, will play a greater role in promoting consumption, stabilizing employment, and ensuring growth.

  Domestic tourism, inbound tourism and outbound tourism are the three major tourism markets.

In recent years, in terms of scale, domestic tourism is the largest, outbound tourism is the second, and inbound tourism is the smallest; in terms of growth rate, outbound tourism is the fastest, domestic tourism is the second, and inbound tourism is the slowest.

The global pandemic of the new crown epidemic, especially the overseas epidemic prevention and control situation continues to be severe, profoundly changing the development environment of the three major markets.

According to forecasts by the United Nations World Tourism Organization and other agencies, it will take at least two to three years for the global tourism industry to fully recover.

The ever-growing scale of outbound tourism consumption, which originally exceeded US$100 billion per year, is no longer "spillover" due to the epidemic, providing a new driving force for domestic tourism.

  According to the calculations of the China Tourism Research Institute, the future domestic tourism market will reach 10 billion tourists and 10 trillion yuan in consumption.

"Such a large market will certainly have spillover effects, and it is impossible to rely solely on traditional formats such as travel agencies, hotels, and scenic spots. This requires us to further optimize the industrial structure, innovate the supply of products, promote the high-quality development of the tourism industry, and better satisfy the people. A good life needs." Dai Bin said.

  The people's new expectations for a better life have opened up new spaces for the tourism industry and also put forward new requirements for the high-quality development of the tourism industry.

Nowadays, people’s travel needs have shifted from “is there” to “good”, from “not lacking” to “not refined”, and from “beautiful scenery” to “good life”.

From the supply side, urban and rural tourism development planning and project construction have also moved from tourist attractions, star-rated hotels, and airport high-speed rail tourist destinations to a new space for hosts and guests from the vegetable market to the theater to share a beautiful life.

  Dai Bin believes that at present, the consumption structure and supply structure of the tourism industry do not match, and in some places, "the crowds of people eat dividends, and the mountains and circles collect tickets."

"Food, lodging, travel, shopping and entertainment, which item is not consumption, which activity is not economic? Thirty percent of international tourism consumption is related to shopping, and the market segment of'global shoppers' has driven duty-free shops, factory stores, and Outlets The development of businesses in Sri Lanka, airport commerce, in-flight shopping, credit cards, tax refund services, etc. We must be good at tapping consumer demand and use demand to guide supply."

  At present, technology and culture are replacing traditional resources and becoming the active force in the development of tourism. "Culture leads, tradition and modernity must be closely integrated, so that history becomes fashionable, culture becomes amiable, and the market and young people are "close and close"; the Internet is only part of tourism plus technology, and technology empowers tourism. It must be scene-oriented, touchable, and sensible, such as cloud travel, wearable devices, etc. In fact, fashion is the biggest driving force, and technology is the sexiest fashion. What tourists want is to travel, we can’t just give He planned the route; what tourists want is the warmth within reach, we can't just give him prosperous memories; what tourists want is a good life, we can't just give him beautiful scenery." Dai Bin said.

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