Inventory of new highlights of the "May 1st" tourism market
The huge teams of camels crisscross and orderly on the sand dunes.
This year’s "May 1st" holiday, the spectacular scene of many tourists in the Mingsha Mountain Crescent Spring Scenic Spot in Dunhuang, Gansu, riding camels and queuing up the mountain was on hot searches on the Internet. The hot scene even surprised netizens. "This scene reproduces the glory of the Silk Road. ".
Not only Dunhuang, but during the May 1st holiday this year, many scenic spots across the country welcomed a large number of tourists. "Full of people", "reappearing brilliance" and "strong recovery" became the key words of this year's May 1st tourism.
230 million people, 113.23 billion yuan-the data more intuitively shows the strong recovery trend of the tourism market.
On May 5, the Ministry of Culture and Tourism released data showing that during the May 1st holiday this year, 230 million domestic tourists traveled nationwide, 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 revenue was 1,132.3. 100 million yuan, an increase of 138.1% year-on-year, and recovered to 77.0% of the same period before the epidemic on a comparable basis.
During the "May 1st" period, a total of about 12,000 A-level tourist attractions nationwide were open normally, accounting for 90% of the total number of A-level tourist attractions in the country, and the country's 5A-level tourist attractions received about 48 million tourists.
1. The scenic spots are full, and the demand for "compensation" travel is released
Case: On the first day of the "May 1st" holiday, popular attractions across the country welcomed a large number of tourists.
The Hangzhou West Lake Scenic Area, which is popular with tourists, has launched the "Everyone for Everyone" mode and is on hot search.
Due to the large number of tourists queuing to enter Hangzhou West Lake, the narrow broken bridge became a "people bridge", and there were long queues of tourists waiting to board the boat in the scenic spot.
As of 9:30 a.m. on May 1, more than 310,000 foreign tourists have been distributed in major scenic spots in Hangzhou.
This year's "May 1st" holiday, the hot scenes of "compensatory" vacations and "retaliatory" outings showed the public's strong willingness and ability to travel.
Taiping Old Street with dense shops is crowded with people, and it is difficult to determine the "Super Wenhe Friends" table of Internet celebrity check-in places. Red scenic spots such as Orange Island have become popular check-in places. The rush of crowds has become the key word of popular attractions in Changsha, Hunan; Beijing Badaling Great Wall Scenic Spot in May On the 1st, 2nd, and 3rd, the number of tourists who bought tickets online reached 48,750, reaching the maximum number of tourists for epidemic prevention and control; as of 20 o'clock on May 1st, the single-day cumulative passenger flow of the Bund Waterfront in Shanghai has exceeded 420,000. The peak instantaneous passenger flow reached 61,000 at one time, all hitting historical highs over the same period of the year.
On May 5, a number of online travel platforms released the "May 1st" travel big data report. The dazzling data showed the strong recovery trend of my country's tourism market.
On the same journey travel platform, the number of people served by major transportation (including air tickets, train tickets, and car and ferry tickets) increased by 133% year-on-year, the number of hotel room nights increased by 218% year-on-year, and the number of ticket bookings for scenic spots on the platform increased by 441% year-on-year, and various business bookings The overall volume surpassed the level of the same period in 2019.
Ctrip's "May 1st" Golden Week total orders increased by approximately 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 have become the top ten tourist cities during the "May 1st" Golden Week.
Suning Tesco's "May 1st" holiday consumption big data shows that travel consumption has become a prominent consumption hotspot.
From April 21 to April 28, the sales of Suning.com's auto accessories increased by 114% year-on-year, and the sales of sunscreen clothing, sun hats, sun cream and sunscreen sprays, which are essential for travel, increased by 163%, 287%, and 140%, respectively. , 801%.
Driven by holiday travel demand, the sales of digital cameras also showed a higher growth trend, with a year-on-year increase of 48.4%.
Industry insiders analyzed that people’s enthusiasm for traveling during the May 1st holiday this year is high. On the one hand, as the current epidemic prevention and control situation continues to improve and vaccines have become more popular, local governments are also gradually liberalizing restrictions on scenic spots, theaters, and entertainment venues to promote people. Confidence to travel; on the other hand, the five-day holiday formed after this year’s rest break also provides the possibility of long-distance travel.
In order to avoid congestion and strengthen the prevention and control of the epidemic, tourist attractions in various places have further implemented the requirements of "limited, appointment, and shifting peaks." At the same time, online ticket purchases, time-sharing appointments, shifting peak flow restrictions, extended visit time, etc. are adopted to optimize tourist visits. Experience.
The Palace Museum scientifically implements appointments, peak shifts, and current limit reception measures. The optimal carrying capacity of 40,000 people per day is adjusted to 30,000 people per day, and the opening time is half an hour ahead; Tai'an Taishan Scenic Area in Shandong will be the largest in a single day The carrying capacity has been adjusted from 114,000 to 85,500; on May 2, the number of visitors to the Yellow Crane Tower matinee in Wuhan reached 50,178, which was only 22 people away from the park’s maximum passenger capacity. The park closed the online reservation channel ahead of time.
2. Quality travel, consumption upgrade has gradually become a trend
Case: On the last day of the "May 1st" holiday, the topic "Parent-child trips for a family of 4 cost about 20,000" attracted the attention of many netizens.
During the May 1st holiday this year, the popularity of family trips for the whole family is soaring. Many theme park hotels and surrounding accommodation are in short supply. Despite rising house prices, it is still hard to find a room.
As parent-child travel requires relatively high itinerary, accommodation, etc., "willing to spend" has also become the label of parent-child travel family.
During the "May 1st" holiday this year, consumption in scenic spots, hotels, and business districts has also increased significantly, driven by popular compensation travel.
In Hainan, Haikou Riyue Square Duty Free Shops and Sanya International Duty Free City are full of tourists.
From May 1 to 3, Haikou Customs supervised a total of 485 million yuan of duty-free shopping on outlying islands, with 65,400 shoppers and 729,000 items, an increase of 215.24%, 140.23% and 222.79% year-on-year respectively.
The popularity of duty-free shopping on the outlying islands of Hainan reflects a strong rebound in tourism consumption.
On May 5, the Alipay platform released a data report showing that during the May 1st holiday, the national scenic spot transaction volume increased by 200% compared with the same period in 2020, and the growth of hotel accommodation and other industries doubled, even far exceeding the same period in 2019, ushering in a strong rebound .
The passenger flow of major commercial districts also ushered in a peak of passenger flow, and the overall number of consumer visits in duty-free shops across the country increased by nearly 250%.
At the same time, consumption has penetrated from cities to rural areas. People in third-, fourth- and fifth-tier cities account for nearly 60% of travel consumption, supporting half of the holiday economy.
Many tourists found that during the May 1st holiday this year, hotel prices increased significantly.
In popular destination cities such as Sanya, Chongqing, Changsha, Xi'an, Hangzhou, and Chengdu, the prices of hotels and B&Bs have risen sharply, and it is difficult to find a special room type.
Many netizens reported that “hotels on the edge of nearby scenic spots usually cost around 200 yuan, starting from 800 yuan on May 1.” “Affordable chain hotels have risen from their early 100s to 600 to 700 yuan, and mid-to-high-end hotels are even more expensive. It is a thousand yuan start."
Data from multiple travel platforms show that "price increase" is one of the most prominent characteristics of travel consumption during the "May 1st" holiday this year.
According to data from Ctrip, during the May 1st holiday, hotel bookings on the Ctrip platform increased by 43% compared to the same period in 2019. Many high-star hotels are hard to find, and the price of hotel bookings has risen accordingly, catching up with the average price in 2019.
Looking at the platform’s hotel booking trend, 4 and 5 diamond high-star hotel orders accounted for over 50% during the "May 1st" period, and more tourists are willing to purchase high-quality tourism services at high-star hotels.
Cheng Chaogong, the chief researcher of Tongcheng Research Institute, believes that while the overseas epidemic situation is still severe, the substitution effect of domestic travel on outbound travel continues to deepen. On the one hand, it is reflected in the continuous release of demand growth, and on the other hand, it is the overall consumption upgrade. trend.
This year’s May Day holiday travel consumption has seen various price increases from transportation, accommodation to tourist routes. In addition to the surge in demand, the increase in the proportion of high-quality products in the demand structure is also an important reason, that is, people are choosing more For air travel and travel accommodation, choose high-quality boutique resort hotels, holiday villas, etc. more.
3. Diversified business formats, and the popularity of red tourism and rural tourism remains unabated
Case: On May 1, the red tourist attractions in Chongqing ushered in a large increase in passenger flow, and it became the choice of many tourists to spend their holidays while studying party history and remembering heroes and martyrs.
On the same day alone, the Red Scenic Spot in the Geleshan area received more than 23,000 tourists, of which the Zhazidong Scenic Spot received about 14,000.
It is understood that, in line with the theme of the centenary of the founding of the party, this year’s "May 1st" holiday, Chongqing's tourism department launched a total of 110 red tourist attractions, including 21 red tourist boutique routes for tourists to choose.
This year marks the 100th anniversary of the founding of the party. During the "May 1st" holiday, red tourist destinations have become a new hot spot for tourism.
Many red tourist attractions have also launched a combination of "red theme tour + historical and cultural tour + beautiful mountain and water tour" to form a new form of tourism.
In the red memory town of the 129th Division of the Eighth Route Army, Shexian County, Hebei Province, the old revolutionary area, red classic performances, water-carrying, leggings, wheelbarrow pushing and other characteristic experience activities are used to pass on the red culture through performances and experiences.
In Shaanxi, the "Dongfang Honghao" tourist train has the theme of "Revolutionary Holy Land Yan'an Red Lecture Hall, Mobile Patriotic Education". Visitors can not only learn about the struggle of the Chinese Communist Party on the train, but also watch the Hukou Waterfall, Climb Pagoda Mountain, appreciate the water of Yanhe River, and experience the red footprints.
The "2021 "May 1st" Travel Big Data Report" shows that the "red tourism" keyword has increased by about 7 times from the previous month during the "May 1st" period.
Compared with the data of the same period in 2019, the order volume of red tourist attractions has achieved an increase of about 375%. The Old Summer Palace, Zhongshan Mausoleum, National Museum of China, Tiananmen Square, Langya Mountain, etc. have become popular red tourist attractions.
At the same time, tourists are becoming younger, with "post-95s" and "post-00s" accounting for nearly 50%, among which the number of red tourism bookings for "post-00s" increased by more than 630% year-on-year.
In addition to the rising popularity of red tourism, new trends such as cultural tourism, rural tourism, night tours, and music festivals continue to enrich the tourism industry and make the tourism market more diversified.
The relevant person in charge of the Ministry of Culture and Tourism said that cultural elements have become an important factor in enhancing the attractiveness of tourist destinations and enhancing the experience of tourists. High-quality cultural activities have effectively increased the participation and sense of acquisition of tourists.
Driven by changes in consumer travel patterns and recent popular film and television dramas and variety shows, rural travel has become increasingly popular.
At the Fiesta Liangtian Huahai Film and Television Base in Longgou Township, Chongyi County, Jiangxi Province, parent-child interaction and rural leisure allow visitors to experience a unique pastoral style.
Four seasons of flower viewing, water parks, fruit and vegetable picking, flower sea rafting, farming research, and homestay vacations enrich the development of rural tourism.
"Relying on traditional industries such as navel orange, white lotus, watermelon and vegetables, develop experiential picking and cultural tourism projects, extend the chain of rural tourism, realize the integrated development of primary, secondary and tertiary industries, turn beautiful scenery into a beautiful'money scene', and continue to drive farmers Increase income and empower the revitalization of rural industries." Longgou Township Party Secretary He Zhaoquan said.
Big data monitoring by China Tourism Research Institute (Data Center of the Ministry of Culture and Tourism) shows that rural tourism is picking up faster.
During the May Day holiday this year, 26.8% of tourists visited the surrounding villages of the city, and the travel rate of residents in rural areas reached 14.3%. Rural tourism and urban leisure tourism have become the main destinations for holiday tourism consumption.
(Our reporter Yao Yaqi)