Camping gameplay is more personalized, and it is difficult to find a room in a homestay
How popular is the "micro vacation" at home and how far can it go?
micro vacation
An emerging form of tourism with a 2-3 hour drive, a 2-3 day duration, a high frequency and a strong sense of satisfaction, mainly including camping, homestays, parent-child outdoor, etc.
"Free admission, camping, rolling rice waves, strange melons and fruits, and science popularization experience, calling back and forth on the same day, walking the baby is really good..." On October 3, Ms. Li, a citizen, casually sent a message from the "Circle of Friends", "Fried "There are many friends who want to share.
The good place for vacation that Ms. Li mentioned is the Tianfu Agricultural Expo Park, the national main venue of this year's Chinese Farmers' Harvest Festival.
This National Day holiday, Tianfu Agricultural Expo Park attracted a large number of citizens and tourists with its colorful series of activities, novel and interesting consumption scenes, and the rural beauty of rolling rice waves.
Taking stock of the cultural and tourism consumption during this year's National Day holiday, "micro-vacation", characteristic cultural tours, and outdoor sports tours featuring short-term and close distances have become new choices for citizens and tourists.
A 2-3 hour drive from the city is a popular option for local tourism consumption.
National Day tourism consumption data released by online travel platforms such as Ctrip, Qunar, and Fliggy also reflect this feature from the side.
On the Ctrip platform, local and surrounding travel orders accounted for 65% during the National Day, and the per capita travel spending in local and surrounding areas increased by nearly 30% compared with last year's National Day.
When new ways of playing, such as country camping and light outdoor activities, have gradually become the high-frequency choices for mass holiday tourism, how big is the cultural tourism consumption market brought by the "micro-vacation" featuring local tours and surrounding tours?
How can "micro-vacation" have sustainable vitality?
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The new way of not leaving Rong
October 7 is the last day of the National Day holiday, and the Tianfu Agricultural Expo Park in Xinjin District, Chengdu is still very popular.
Especially in the main exhibition hall, more than 100 merchants and intangible cultural heritage craftsmen brought not only special agricultural products such as food, wine, Sichuan tea, but also rare traditional handicrafts such as rope weaving, straw weaving and paper cutting.
This has made parent-child and family tourists come to check in one after another, and also ignited the passion for consumption.
"I didn't expect this year's National Day to find a 'treasure' resort at the door of my house. One day is not enough. We will bring the baby to play again today." Ms. Li, who shared this National Day holiday with reporters, was beyond words.
During the National Day, many tourists choose to travel around.
Zhang Liang, a native of Hebei who has been in Chengdu for 5 years, brought his family to Luodai Ancient Town on October 1. "Luodai Ancient Town is close to home, the drive is short, and you can experience Hakka culture, so the 11th holiday is scheduled."
Micro-distance, micro-time, micro-plan... During the National Day this year, many citizens and tourists turned their attention to "micro-vacation" - a 2-3 hour drive, a 2-3 day period with high frequency and a strong sense of satisfaction emerging forms of tourism.
How popular is the "micro vacation" during the National Day holiday this year?
The data is more convincing.
According to Ctrip data, this year’s National Day encourages residents to “celebrate the festival in place”, and local and surrounding travel orders account for 65%. Short-distance “light outdoor” travel is even more popular among young tourists. Frisbee, kayak, cycling In addition to the new sports gameplay in other cities, the National Day sales increased by 425% year-on-year.
At the same time, data from Qunar shows that since it is difficult to find a room in hotels and homestays in many cities this year, day-trip travel products have become the main choice.
On the Qunar Travel app, the search volume for local travel-related travel products has continued to soar since October 2, and the number of followers in the "National Day out of the city gameplay" section has reached one million.
Among them, "sports travel" has become a new way of travel for young people, and the search volume has increased by 200% month-on-month.
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How prosperous is the consumption of "micro-vacation"
The popularity of outings and “micro-vacation” has also driven emerging tourism consumption such as surrounding homestays, parent-child hotels, and camping.
"The rooms for the National Day holiday have been booked early, and there is no room." Yang Wanling, the person in charge of a homestay complex in Qionglai, told reporters that not only during the National Day, but also the weekends this year are basically full, and the reception is basically local tourists.
"Everyone has travel needs. In the past, a long-term sightseeing trip was planned for a year or half a year. However, due to the uncertainty of the epidemic, young tourists began to explore attractions around the city. For us, this is a business opportunity."
"This year's National Day holiday, rural tourism B&Bs continue to be popular, especially the rural boutique B&Bs featuring unique landscapes, hot springs and health care are favored by citizens and tourists." The relevant person in charge of the Chengdu Municipal Bureau of Culture, Broadcasting and Tourism introduced, such as Pujiang Mingyue Village and Dujiangyan Qingcheng Mountain , Longquanyi Shanquan Town, Dayi Anren Ancient Town, Pengzhou Cifeng Town, Wenjiang Shou'an Town and other regions have a occupancy rate of more than 80% of rural boutique B&Bs, and some B&Bs even have difficulty finding a room for several consecutive days.
It is far more than B&B owners who share the cake of "micro-vacation".
According to data from Fliggy, the bookings of Chengdu National Day high-star hotels have more than tripled from the same period last month. The popular hotel business districts on Chengdu National Day, such as Chunxi Road Taikoo Li business district, Kuanzhai Alley/Traditional Chinese Medicine business district, Jinli/ The consumption of surrounding hotels such as Wuhouci business district and Tianfu Square is relatively active.
Driven by the trend of peripheral travel, the camping economy continues to flourish.
"I decided to go camping on a temporary basis. I made a phone call yesterday, and the nearby campgrounds have been full in recent days." Citizen Mr. Wang felt the popularity of camping on October 2.
Ctrip data shows that during the National Day, the number of camping travel orders increased by more than 10 times year-on-year, of which local orders accounted for nearly 80%, and orders from outside the city accounted for 15%, and the per capita camping spending was about 650 yuan.
The same popularity also appeared on the Fliggy platform: the number of National Day camping orders increased by 1.3 times compared with before the holiday, "camping + Frisbee", "camping + cycling", "camping + barbecue", "camping + nature sketching", "camping + insect exploration", etc. Personalized gameplay is welcome.
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How far can a "micro-vacation" go?
Based on the observation of data from various platforms, there is another obvious change in this year's National Day Golden Week: while the prices of hotels and homestays around the city have been rising, the average price paid for domestic airline tickets has dropped to the lowest in the same period in five years.
Qunar platform data shows that the average price paid for air tickets during the 11th Golden Week in 2022 is about 650 yuan, which is 12% lower than that of 2021 and 20% lower than that of 2019; October 3-4 is the holiday price depression, which is as low as 500 yuan. .
In fact, since September, cities such as Chengdu and Shanghai have gradually returned to normal. On the Qunar platform, the average price paid for air tickets to Shanghai and Chengdu is 650 yuan and 680 yuan, respectively, a 20% decrease from 2021; the average hotel price The prices paid are lower than in 2021.
"This year's National Day is mainly based on local surrounding tours, and many new local tours have emerged in the market." Fang Zeqian, an industry analyst at Ctrip Research Institute, said, for example, hotel + X series packages, scenic spots + X packages, are all in the "scenery" ” and “wine” are superimposed on the basis of rich entertainment factors, matched with high-quality services, to meet the holiday travel needs of tourists who have new explorations without traveling far.
According to Deng Ning, deputy dean of the School of Tourism Science of Beijing International Studies University, with the upgrading of various tourism formats, the popularity of activities such as script killing, secret rooms, characteristic blocks, catering and entertainment, and market exhibitions has rebounded significantly.
How far can the new consumption of "micro-vacation", which is mainly based on camping, homestays, and parent-child outdoor activities, go?
How to tap this new consumption potential?
In this regard, Wu Ruoshan, a special researcher of the Tourism Research Center of the Chinese Academy of Social Sciences and the president of the New Era Culture and Tourism Research Institute, believes that with the normalization of epidemic prevention and control, tourists are changing their travel modes and consumption patterns, and they pay more attention to safety. important consideration.
In this context, online travel companies, tourism practitioners and other entities need to grasp the characteristics of this change. On the basis of paying attention to tourism resources and prices, they also need to pay attention to the needs of tourists to travel with peace of mind, so that tourists dare to go out and go out in order to Alleviate the worries of consumers.
Chengdu Business Daily-Red Star News reporter Li Yanqin