China Business Daily (reporter Cai Jiawen) According to the data center of the Ministry of Culture and Tourism, during the Spring Festival holiday in 2022, there will be 251 million domestic tourism trips across the country, and domestic tourism revenue will be 289.198 billion yuan.
Under the general requirements for epidemic prevention and control of no gatherings and gatherings, the Spring Festival holiday tourism market performed better than expected before the holiday, with overall safety, stability and order.
At the macro level, the tourism market is constantly showing new features and trends.
Industry insiders pointed out that with the gradual dissipation of the new crown pneumonia epidemic, the tourism industry that has been silent for a long time may usher in a "little spring".
Highlights of Spring Festival travel
Although there will still be epidemics in many places during the Spring Festival holiday in my country in 2022, the tourism market will perform steadily, which will undoubtedly bring light to the tourism industry in adversity.
According to the inventory data released by a number of travel platforms recently, under the background of normalization of epidemic prevention and control, the tourism market continued to recover during the Spring Festival, among which segmented markets such as ice and snow tourism, parent-child tourism, and smart tourism were active.
When the Spring Festival meets the Beijing Winter Olympics, the consumption of ice and snow sports and ice and snow tourism has increased, becoming a new highlight of the Spring Festival holiday tourism.
On the Ctrip platform, in the first three days of the Spring Festival holiday, orders for ski tickets increased by 33% year-on-year.
On the Mafengwo platform, the popularity of Winter Olympics-related searches such as "ice and snow" and "skiing" in Beijing during the Spring Festival holiday increased by an average of 215% higher than that in early January.
Data from the same trip shows that during the Spring Festival, ice skating rinks, ski resorts, ice and snow theme parks and other experiential ice and snow sports destinations attract tourists' attention.
In addition, this year's Spring Festival holiday coincides with the first winter vacation after the "double reduction", providing parent-child families with a comfortable "walking time".
Ctrip's ticket data shows that parent-child orders accounted for nearly 40% of the total orders during the Spring Festival holiday this year, and parent-child families spent 31% more on the scenic spots than non-parent-child customers.
Among them, the post-80s parent-child orders are 6 times that of the post-90s, and the post-80s spend 10% more than the post-90s to take their babies to visit scenic spots.
With the continuous improvement of digital technology, the effect of smart tourism construction has been further revealed.
Hebei, Shanxi, Shanghai and other places strengthen the application of smart tourism technology, so that tourists can obtain information such as reservation, current limit, epidemic prevention and control through one-stop platforms such as the official WeChat account of the scenic spot, and use big data to guide tourists to travel in staggered peaks and realize scientific management and control. , Smart current limiting.
Increased policy support
The epidemic has hit the tourism industry hard.
In order to revitalize my country's tourism consumption market as soon as possible and boost confidence for the development of the industry, relevant departments have successively launched favorable policies. The majority of urban and rural residents' travel has shown a trend of "stable before and then increased", and the holiday tourism market has performed better than expected before the holiday.
The State Council previously issued the "14th Five-Year Plan for Tourism Development".
The plan proposes that by 2025, the level of tourism development will continue to improve, the modern tourism system will be more complete, the effective supply of tourism, high-quality supply, and flexible supply will be more abundant, and mass tourism consumption needs will be better satisfied.
Domestic tourism has developed vigorously, inbound and outbound tourism has been promoted in an orderly manner, the international influence and competitiveness of the tourism industry has been significantly enhanced, and major progress has been made in building a strong tourism country.
On the eve of the opening of the Beijing Winter Olympics, the Ministry of Culture and Tourism, together with the National Development and Reform Commission and the General Administration of Sports of the People's Republic of China, jointly issued the "Beijing-Zhangjiakou Sports Cultural Tourism Belt Construction Plan".
The plan proposes to include 25 Olympic venues, 21 public ski resorts in Beijing and Zhangzhou, as well as 6 world cultural heritages and numerous cultural relics protection units and non-heritage projects, high-level tourist attractions and resorts, key rural tourism villages and towns and other sports. , cultural and tourism resources are integrated to better meet the new needs of the people for a better ice and snow life.
In addition, at the end of January, the list of the first batch of national-level tourist and leisure blocks was announced.
It is understood that the launch of the list will effectively promote the construction of tourism and leisure blocks across the country, promote the agglomeration of tourism and leisure products and services, strengthen the display of distinctive cultural characteristics, promote tourism and leisure as the basic function of the city, and fully meet the tourism and leisure needs of tourists and local residents. .
Bright prospects for industry recovery
Looking back on the past two years, the tourism industry has encountered unprecedented shocks and challenges.
But when the spring breeze blows across the land of China, everything is sprouting and recovering.
Dai Bin, president of the China Tourism Academy, said that it is expected that in 2022, the number of domestic tourists will be 3.98 billion, and the domestic tourism revenue will be 3.81 trillion yuan, up 19% and 27% year-on-year respectively, and recovering to nearly 70% of the level in the same period in 2019.
In the long run, the epidemic has forced the industry to shuffle the cards and reduce supply. After the epidemic is basically under control, the industry's prosperity is expected to accelerate under the influence of demand recovery.
Especially in outbound tourism, the momentum is developing rapidly.
Dai Bin said recently that the number of inbound and outbound tourists in 2022 is expected to increase by 20% year-on-year, returning to about 25% in 2019.
Australia, New Zealand, Malaysia and other countries have recently proposed plans to open their borders, which is undoubtedly good news for the long-suppressed domestic demand for cross-border tourism.
The gradual recovery of tourism is like a warm wind blowing to the capital market.
Affected by the relevant good news, recently, the performance of the tourism sector has continued to pick up, becoming the leader of the two cities.
In this regard, Huatai Securities believes that the current market oversold and rebound window is coming, and the market will gradually reverse the pessimism and turn positive again, and continue to be optimistic about the leading stocks in the aviation, hotel, tourism and other consumer industries that have bottomed out due to the damage caused by the epidemic.
Guosen Securities also pointed out that the "14th Five-Year Plan" tourism development plan proposes to choose opportunities to promote inbound and outbound tourism, which echoes the 2023-2025 focus on restoring the international market in the "14th Five-Year Plan for Civil Aviation Development" issued by the Civil Aviation Administration. At the policy level, preparations have been made for liberalization.
When one chooses to let go, the loosening of domestic epidemic prevention policies and the full and effective opening of the country's doors will likely be carried out simultaneously.