People-benefiting New Year performances, Chinese New Year lantern festivals, and folk intangible cultural heritage collections... During the Spring Festival, cultural and tourism industries in various places have taken multiple measures, working on both supply and demand ends, enriching business formats, creating scenes, and continuously releasing consumption potential to diversify the cultural and tourism industry. Development has injected new vitality.
The ancient city of Chaozhou is full of tourists, and the "fireworks" are thick on the archway streets. Tourists stopped to watch the performances of Chaozhou Kungfu tea art, hand-pulled pots, embroidery and other intangible cultural heritage projects, and experienced the unique charm of local intangible cultural heritage folk customs at close range; the Luoyang scenic spot in Henan Province collectively linked up around the concept of "Kaicheng, going to court and watching lanterns" , launched a seven-day New Year event with the theme of "Celebrating the New Year in the Palace" to recreate the grand Spring Festival of the Tang Dynasty; Kaifeng City launched a series of innovative cultural activities "Chinese New Year in the Song Dynasty", which cleverly integrated calligraphy, Song Dynasty painting, incense ceremony, and tea ceremony , flower arrangements and other traditional cultural elements allow tourists to immerse themselves in the charming festival.
Data released by the Ministry of Culture and Tourism shows that in 2023, there will be 4.891 billion domestic tourists, an increase of 2.361 billion over the same period last year, a year-on-year increase of 93.3%. Domestic tourists spent a total of 4.91 trillion yuan on travel, an increase of 2.87 trillion yuan over the previous year and a year-on-year increase of 140.3%.
"The Spring Festival is the most important traditional festival of the Chinese nation. This year's Spring Festival, people's enthusiasm for visiting relatives and friends and celebrating the festival will be unprecedentedly high, and consumer demand for tourism, leisure and entertainment will be concentrated." said Ma Li, deputy director of the Industrial Development Department of the Ministry of Culture and Tourism. , the Ministry of Culture and Tourism will give full play to the role of cultural empowerment and tourism leadership, and do a good job in the big article of "Culture+", "+Culture", "Tourism+" and "+Tourism", to help high-quality economic and social development, and create a vibrant, The steaming Year of the Dragon continues to add glory to China.
In order to enhance the rebound momentum of the consumer market and create a strong consumption atmosphere, the Ministry of Commerce designated 2024 as the "Consumption Promotion Year". It is understood that in 2024, the Ministry of Commerce will focus on the keyword "continuous expansion" and organize various consumption promotion activities with relevant departments and parties, focusing on festivals, seasons and local characteristics, guiding and supporting various regions to explore their own advantages and provide residents with Provide a more diverse and richer consumer experience.
This Spring Festival, cultural tourism in many places has designed high-quality itineraries, special products, and themed guides for tourists, and has launched New Year tourism promotion activities to provide precise, refined, and refined cultural services.
Sichuan has launched more than 1,900 Spring Festival-themed cultural and tourism activities in 27 series across 7 major sectors, providing tourists with convenient services such as delayed opening and dynamic risk warnings; Guangxi has launched diversified travel routes to guide tourists to approach Miao and Dong villages. Appreciate colorful folk performances such as Zhuang Tianqin playing and singing, Dong folk songs, and Yao chief drumming, experience the interactive "Village Evening" activities in Chengyang Bazhai, and feel the unique rural charm.
In order to further stimulate the vitality of cultural tourism consumption, various regions have launched preferential activities such as free tickets, free tickets, and the issuance of consumer coupons. Combined with the characteristics of the Spring Festival, they have provided diversified measures to benefit the people and high-quality cultural and tourism products to meet the diverse needs of tourists.
Wuxi, Jiangsu Province began to distribute consumer coupons totaling 80 million yuan on New Year's Eve, an increase of 20 million yuan compared with the Spring Festival in 2023, with greater efforts to benefit the people and a stronger promotional atmosphere; in order to meet the differentiated needs of tourists, Shantou, Guangdong Province, during the Spring Festival During the period, dedicated bus lines will be opened to directly guide tourists to visit high-quality historical and cultural districts; Jiangxi Wuyuan Huangling has launched a variety of "one-price all-inclusive" welcome package products to provide convenience for tourists' leisure and entertainment.
"Our country is in a stage where the proportion of service consumption is rising, and service consumption is becoming the main source of consumption growth." Chen Lifen, a researcher at the Institute of Market Economics of the Development Research Center of the State Council, said that to stimulate potential cultural and tourism consumption, the infrastructure in the service field should be improved and software conditions, accelerate the integrated development of online and offline services, accelerate the optimization of the consumption environment, and strive to improve service quality.
Continuously "strengthening efforts on the cloud", digital technology empowers consumer experience, and opens up new space for the transformation and upgrading of the cultural tourism industry. The Yangbo Digital Culture and Art Museum recently launched the Year of the Dragon "New Year Cloud Temple Fair", relying on VR/AR virtual technology to upgrade visual and multimedia interactions, and linked with more than 100 cultural and tourism scenic spots to launch the "One Million Cultural and Tourism Tickets Free Draw" event, opening the " "Digital Nomad Plan" provides a digital ticket card service, providing users with "unimpeded travel to scenic spots" throughout the year.
During the Spring Festival, the online New Year’s Goods Festival is in full swing, and AI digital humans have entered the live broadcast room of the Online New Year’s Goods Festival, bringing a new experience to the majority of netizens. He Yadong, spokesperson of the Ministry of Commerce, said that the online New Year's Festival also connects urban and rural areas inside and outside, creating three major "digital businesses to welcome the Spring Festival" in Jiangxi, Shanxi, Xinjiang, Fujian, Guangxi and other places, including promoting industry through commerce, promoting agriculture through commerce, and promoting trade through commerce. Special topics to better meet the people’s holiday consumption needs.
The "2024 Spring Festival Holiday Travel Trends" released by Fliggy shows that travel services such as "cultural tours", "folklore tours" and "paradise tours" including markets, folk customs, intangible cultural heritage, performances and other experiences are most popular among young users and are very popular. It has increased by more than three times compared with the same period last year, and the booking volume of some popular ancient towns and amusement parks has increased dozens of times compared with the same period last year.
"As tourists' willingness to travel continues to increase, domestic tourism consumption has fully recovered, and the outbound tourism market has recovered steadily." Industry experts said that looking to the future, the scale of the tourism market is expected to continue to grow in 2024, bringing more development opportunities to related industries. Contribute to the sustainable development of the economy and society.
(Wang Shaoshao, People's Daily Online)