Consumption window: Holiday tourism is heating up significantly, cultural tourism consumption is constantly upgrading

Accelerated pick-up in cultural and tourism consumption (consumption window · confidence in the market around you③)

　　Tourism is an important part of people's better life, and it is also an important starting point for restoring and expanding consumption.

At present, it is the peak tourist season of the "two festivals", and the cultural tourism market has heated up significantly, and the booking popularity of cultural tourism products on some platforms has exceeded the same period last year.

The accelerated release of mass cultural and tourism consumption demand will help the industry restore confidence and lead the innovative development of cultural and tourism supply.

　　Tourism consumption during holidays has increased significantly

　　"I didn't expect it to be so popular!" On January 7, Wang Lin, a resident of Chaoyang District, Beijing, planned to take her children to the suburbs of Beijing for two days. When she booked accommodation, she found that many characteristic homestays were fully booked.

When she took her child to the scenic spot in the suburbs of Beijing, there was a long queue at the entrance of the parking lot, and the scenic spot was crowded with people.

　　According to calculations by the Data Center of the Ministry of Culture and Tourism, during the New Year's Day holiday in 2023, there will be 52.7134 million domestic tourist trips nationwide, a year-on-year increase of 0.44%; domestic tourism revenue will be 26.517 billion yuan, a year-on-year increase of 4%.

　　my country is the most potential consumer market in the world. With the rapid upgrading of cultural and tourism consumption, the high-quality development trend of the industry is obvious.

Recently, various regions and departments have successively introduced policies and measures to promote the resumption of work and production in the cultural and tourism industry.

　　The demand for mid-to-long-term leisure vacations is picking up rapidly.

The "2023 Spring Festival Holiday Tourism Consumption Trend Report" released by Tongcheng Travel shows that travel demand during the Spring Festival this year has risen sharply, especially for medium and long-term travel.

Ticket sales for the Spring Festival travel season began on January 7.

On the same journey travel platform, the number of train ticket orders on the day before and on the day of New Year’s Eve increased by 31% compared with the same period last year, the highest in the same period in the past three years.

From January 1st to 8th, the number of consultations on domestic long-term holiday travel products for Spring Festival trips increased by nearly 20 times year-on-year.

Xishuangbanna, Changbai Mountain, Sanya, Xiamen and other popular long-distance travel destinations in winter have seen a year-on-year increase of more than 100%.

　　Fliggy Travel data shows that during the Spring Festival, the average unit price of related tourism products has increased by more than 70% year-on-year, and the per capita bookings of hotels and scenic spots have increased by nearly 20% year-on-year. The radius, duration, and number of people traveling with each other have increased significantly.

At the same time, the bookings of high-star hotels increased by nearly 30% year-on-year, and the bookings of boutique country houses more than doubled year-on-year.

　　In addition to returning home for the New Year, traveling abroad is also a popular choice for people.

"Sea island", "hot spring" and "homestay" have become the three most popular keywords during the Spring Festival holiday.

Mafengwo big data shows that in the past week before January 9, the popularity of "Where to go during the Spring Festival" has risen by 172%.

　　Culture and tourism consumption continues to upgrade

　　Zhang Lei, an employee of a foreign trade company in Shenzhen, fell in love with camping in the past two years.

She enjoys the sense of accomplishment in setting up tents and cooking food by herself.

"When I was on vacation, I spent most of the day in my room playing with my mobile phone. Camping makes my life full of fun," Zhang Lei said.

　　Watch the first ray of sunshine in the morning with three or five friends, cook tea with your family outdoors at dusk, and fall asleep with the starry sky above your head and the sound of insects at night... The "camping economy" derived from outdoor camping has become a new trend in the tourism market. growth point.

　　With the accelerated integration of culture and tourism and the continuous development of the market, my country's cultural and tourism consumption demand is showing a clear trend of upgrading.

Market entities on the supply side keep up with the new trend of cultural tourism consumption upgrades, provide new supplies of cultural tourism products, and introduce more high-quality products and services that meet the tastes of tourists.

　　In order to better meet consumer demand, expand high-quality supply, and ensure safe development, 14 departments including the Ministry of Culture and Tourism issued the "Guiding Opinions on Promoting the Healthy and Orderly Development of Camping Tourism and Leisure", clearly proposing to promote the construction of public camps and expand the public Encourage and support the standardized construction of operating camps and improve the quality of camping products; promote the healthy and orderly development of camping tourism and leisure, and continuously meet the growing needs of the people for a better life.

　　"Not only can you enjoy the real light show on the water, but you can also taste delicious food and learn about fishing culture. This kind of vacation is very rich and leisurely." In the fisherman's song art camp of Liuye Lake Tourist Resort, Changde City, Hunan Province, Sun, a citizen who came to visit Xi said.

Last year, Liuye Lake Tourist Resort newly developed a fishing song art camp.

Here, the Fisherman's Song Music Festival, Fisherman's Song Art Museum, Fisherman's Song Tent Camp and other diversified cultural and tourism integration products bring tourists a light leisure and micro-vacation travel experience.

　　Guyan Painting Township, Lishui City, Zhejiang Province launched a series of activities such as starry sky camping and camphor tree market. Visitors can experience outdoor camping life, enjoy music, and visit the cultural and creative market to watch artists paint on the spot.

On the lawn of Bishuiwan Scenic Area in Huangcun Township, Lishui, off-road karting, water sports and other projects enrich the entertainment experience.

　　Policy support continues to strengthen

　　"When I came to Weishan Lake scenic spot to travel, I didn't expect to enjoy the free admission policy." said Li Xu, a college student in Jining City, Shandong Province.

During the winter vacation this year, the Weishan Lake Tourist Area distributed 10,000 tickets to the scenic spot for free for returning college students.

Fireworks show, Internet celebrity lantern show, ancient canal painting boat tour and other activities in the scenic area competed to appear, adding a warm New Year flavor.

　　"To promote the accelerated recovery of cultural tourism, it is necessary to play an effective policy 'combination boxing'." The relevant person in charge of Jining Culture and Tourism Bureau said that this year will formulate policies and measures to support the development of tourism enterprises such as scenic spots and travel agencies, and innovatively launch cultural tourism line products Activities such as the promotion season and the cultural tourism benefiting the people consumption season are guided by the needs of the masses, and activities such as camping festivals, music festivals, and night tour seasons are held to enrich the cultural tourism industry and further activate the cultural tourism consumption potential.

　　To restore and expand cultural and tourism consumption, policies will play a greater role.

All localities have actively issued relevant support policies for the cultural and tourism industry.

　　Starting from October 27, 2022, Hainan will distribute 53 million tourist coupons nationwide. By the end of the event on December 31, 2022, the verification rate of Hainan’s tourist coupons has reached 95.3%, and the market-driven ratio is 2.33, effectively promoting Hainan’s tourism industry Accelerate recovery.

　　free!

discount!

Many scenic spots have launched "scenic promotions".

The Shanxi Provincial Department of Culture and Tourism recently announced the list of scenic spots for the first ticket discount activities in the province in 2023. A total of 106 scenic spots participated in the event, including 7 5A-level scenic spots and 66 4A-level scenic spots. The discount varies.

The Guizhou Provincial Department of Culture and Tourism stated that during the period from December 16, 2022 to February 28, 2023, tourists who come to Guizhou can enjoy free tickets for tourist attractions, half of self-driving highway tolls, and half of the listing price of accommodation hotels.

Among them, before February 28, 2023, tourists who reserve tickets for scenic spots through relevant platforms can enjoy free discounts for the first tickets of A-level scenic spots in the province.

　　Inter-provincial travel continues to heat up.

Meituan launched the "Local Participating Merchants Assistance Plan", providing exclusive traffic support, the fastest 4-hour green channel, 7-day ultra-short settlement cycle and other services, continuously optimizing experience and services, and helping merchants to better obtain online traffic .

　　The relevant person in charge of the Ministry of Culture and Tourism stated that it is necessary to timely introduce new measures to help companies bail out, industry revitalization, and consumption promotion to enhance industry confidence and stimulate market vitality.

　　Wang Ke Xie Fei