Yangcheng Evening News reporter Liu Xingtong

  In spring and Jingming, the crowds are surging.

March ushered in the "highlight moment" of traveling around the world. Guangzhou's local cultural and tourism market has a strong consumption momentum. Guangzhou has become the fastest-growing domestic tourist destination on the Mafengwo platform due to its reputation as the "Flower City".

In the name of flowers, with festivals as the fulcrum and high quality as the core, standing on the starting line of a new round of high-quality development of cultural tourism, the local cultural tourism market will usher in a booming spring this spring.

  Do you feel it?

  Boluodan and Huanghuafeng Suzuki "compete for favor"

  Guangzhou cultural tourism recovers frequently "out of the circle"

  After three years, the Huangpu Polo Festival, which has a history of more than 1,400 years, was recently held in Huangpu District, Guangzhou. A highly popular cultural and tourism feast that confirmed the recovery of local consumption hit the circle of friends of many people.

According to statistics, the Huangpu Polo Festival attracted a total of 270,000 visitors in three days. During the period, the subway line 18 leading to the Huangpu Temple was crowded with people rushing to the temple fair, and thousands of windmills were sold on the spot...

  As a national intangible cultural heritage, Boluo Birthday is a business card that highlights the cultural heritage of Guangfu. It has also become a fresh sign calling for citizens and tourists to take a spring outing with their families. The three-day temple fair has enriched the leisure and entertainment life of citizens, and also promoted the surrounding scenic spots. The flow of people and the sales of local specialties.

  In Zhudong Village, located in Chini Town, Huadu District, the High-quality Development Week of Cultural Tourism Industry in Chini Town was officially launched last weekend.

"It's the season for outings and viewing flowers. Last year, I had the opportunity to watch the large-scale yellow flowers and Suzuki trees. I was amazed. At that time, I decided to watch it again this year!" Ms. Zeng, a white-collar worker in Guangzhou, drove to Zhudong during the event. Village, deeply intoxicated in the beautiful fairyland created by thousands of yellow flowers.

  "Village roads, small hillsides, ponds...there are yellow flowers everywhere, stretching for several kilometers, and the village will broadcast from time to time to inform tourists of activities such as lion dance and Hongquan performances in progress. This kind of spring outing is very rich. It makes people feel that the trip was worthwhile." Ms. Zeng told reporters.

  The reporter learned from Chini Town that this year's event week combined elements such as "spring flowers", "lion awakening", "ancient style" and "self-driving". Super IP” elements, and a variety of new ways to attract tourists to stop and experience and check in, including flower viewing, flower photography, flower tasting, as well as making yellow flower label bookmarks, tasting yellow flower sugar painting, cultural and creative ice cream, etc.

On the banks of the beautiful Zhudong Lake, there are creative ways of making tea around the stove, camping by the lake, parent-child micro-bonsai and other creative ways for tourists to drink tea, relax and enjoy the spring slowly...

  "Now the roads in the village are well-organized, the vegetation is verdant, and the environment has improved. The number of tourists on weekdays is also increasing. Many people drive to the shore of Zhudong Lake to camp, and they stay for a whole day." According to the deputy township of Chini Town, Huadu District According to Chang Zhu Zhike, the best viewing period for yellow flowers and wind chimes is between March 5 and 15, and Zhudong Village is expected to receive more than 30,000 tourists during the weekend.

  The above is just the epitome of the hot recovery of cultural tourism consumption in Guangzhou.

  The reporter learned from the Canton Tower that since the Spring Festival, the scenic spot has been "not slow in the off-season", and the number of recent tourists has surpassed that in 2019.

According to the person in charge of Guangzhou Zhengjia Culture and Tourism Group, recently, its major venues have ushered in peak passenger flow, and foreign tourists have increased significantly.

Among them, Grandview Polar Ocean World and Grandview Rainforest Ecological Botanical Garden ushered in the highest peak of travel after the recovery of cultural tourism during the Spring Festival. Compared with 2022, the number of admissions to the Aquarium increased by 128% during the same period, and the Rainforest Pavilion increased by 180%; The newly added project, Zhengjia Penguin Ice and Snow World is especially favored by tourists. In March, the theme activity of "Real Ice, Real Snow and Real Penguins" will be launched here, including happy snowball fights, snowy aurora show, ice slides and snow slides with special ice and snow New ways of playing, etc., attracting a large number of family tourists and fashionable young people...

  Since the beginning of this year, with the overall recovery of domestic cultural and tourism consumption, the consumption momentum of Guangzhou's local cultural and tourism market has been booming, and the market prosperity has rapidly improved.

According to Ctrip data, in the past month, compared with the same period in 2019, hotel bookings with Guangzhou as the destination increased by more than 30%, ticket bookings doubled, and air ticket and homestay bookings achieved a comprehensive overtake.

With the help of the cultural tourism innovation brand "Guangzhou Tourism Super Destination" jointly created by Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism and Ctrip Group, in the past year, a large number of travelers have re-read Guangzhou and witnessed Guangzhou's cultural tourism in the national tourism market. Frequent "out of the circle".

  Industry insiders believe that with the accelerated recovery of Guangzhou tourism and the optimization of customer group structure, Guangzhou Cultural Tourism will usher in opportunities for high-quality development.

  Did you join?

  Tents and flowers "bloom" at the same time

  "Micro vacation" continues to lead the trend

  Spring and Jingming, when the "March 8th Festival" is approaching, "flower appreciation" has become the number one theme of travel in March.

  As a flower viewing spot in downtown Guangzhou, according to the person in charge of the management center of Yuntai Garden in Baiyun Mountain Scenic Area, recently, the average daily passenger flow of Yuntai Garden on weekends has reached 8,000 to 9,000, which has returned to the level before the epidemic. The weekend passenger flow of Baiyun Cableway It also reached more than 7,000 people.

"Now there are a lot of tourists coming to Yuntai Garden to enjoy the flowers on weekends. In March, we specially added carnations, lupines, grandes and other flower species. We also strengthened security and cleaning work to cope with the increase in passenger flow."

  The latest data shows that in the past week, the popularity of "blossom viewing" on the Mafengwo website has risen by 133%.

  What is proud of is that the rich flower viewing resources in and around the city have made Guangzhou's tourism popularity soar. The "Flower City" Guangzhou has become the fastest-growing tourist destination in Mafengwo recently, with a week-on-week increase of more than 140%.

Among them, cherry blossoms in Haizhu National Wetland Park, poppies in Hongcheng Park, kapoks in Sun Yat-sen Memorial Hall, and tulips in Yuntai Garden have all become the most popular local "flower events".

At the same time, "wearing Hanfu and enjoying cherry blossoms at night" has become a new fashion for young players to appreciate flowers.

  Guangzhou has always been good at giving full play to the advantages of "promoting tourism with festivals, revitalizing tourism with festivals, and revitalizing the city with festivals", focusing on the flower appreciation economy and deepening and expanding flower appreciation articles. Since this year, Guangzhou Municipal Bureau of Culture, Radio, Television and Tourism has launched the 2023 Flower City The top ten spring flower viewing spots in Guangzhou, the top ten spring flower viewing routes in Guangzhou in 2023 Flower City, etc., strive to lead tourists to taste the city story of Guangzhou in the name of "flowers".

  Analysts in the industry believe that after the baptism of the past three years, short-distance travel such as local and peripheral travel has made people continue to look for "new ways to play" in old places. With the rise and support of the weekend economy, the "tourism +" scene has continued to enrich.

In various districts of Guangzhou, activities such as flower viewing, urban trend experience, country tours, homestays, and camping are increasingly enriching the leisure and vacation experience of tourists.

Based on the increase in self-pleasure and social tourism consumption demand, in-depth leisure games that focus on cultural connotation and scene experience have become the mainstream of local cultural tourism consumption.

  Tents were fully booked in advance on weekends, search interest on the platform increased by 450%, and online merchants increased by 70%... When the spring is warm and the flowers are blooming, in Guangzhou, Shenzhen and other places, tents are also "in full bloom" at the same time as the spring flowers, showing Vitality of local consumption.

  Meituan data shows that in the past two weeks, searches related to "camping" have increased by 450% year-on-year, and the number of notes has increased by about 300%. Chengdu, Guangzhou, and Shenzhen have become the three most popular cities for camping in the country.

The camping season returns in the new year. From outdoor green spaces, parks, terraces to campsites, camping has once again become one of the focuses of holiday leisure.

  "Recently, business is getting better every day, and getting up is getting earlier every day." According to Fan Zongming, chairman of the 23°8 Forest Camp North Latitude, almost all the campsites are full in recent weekends, and reservations need to be made at least two weeks in advance. Tourists come from For Guangzhou, Shenzhen, Dongguan, Huizhou and other surrounding cities, most of the itineraries are "2 days and 1 night" and "3 days and 2 nights".

In addition, the number of children going to the camp to experience research and study tours has increased sharply recently, with as many as two to three thousand people a day, and parents and children are also the main source of tourists for the camp. In the store reviews of Meituan, many family tourists call this place "a paradise for children." .

  According to Fan Zongming, facing the upgrade of cultural tourism consumption, in order to enhance the experience of consumers, each camp accommodation includes 6 different experience items-currently there are painting, bamboo art, cake making, transplanting rice seedlings, river lanterns, etc. Dozens of activities, but he still feels far from enough.

In order to better serve the upcoming passenger flow peak, he and his team have held several consecutive meetings in the past few days to study and increase the content of outdoor activities: "In addition to parent-child groups and young people, the company's demand for team building is also increasing, and camping is gradually becoming a A new way of life, our products must meet the needs of different customer groups."

  "Red tourism is booming, rural tourism is in the ascendant, culture and tourism are deeply integrated, and hosts and guests share a beautiful new life." As Dai Bin, member of the National Committee of the Chinese People's Political Consultative Conference and president of the China Tourism Academy said recently, since the National Day Golden Week in 1999, especially recently In the past ten years, China is accelerating into a new stage of mass tourism, and tourism has entered the daily life of urban and rural residents.

With the acceleration of the entry of "post-00s" and the acceleration of aging, Chinese tourism is entering an era of individualization and diversity.

Professor Li Jun, director of the Exhibition Economics and Management Department of the School of Tourism Management, South China Normal University, believes that using weekends, small holidays or other short-term vacations to travel nearby will still be one of the correct ways to open up cultural and tourism life in the future, and will become more and more popular. more and more people of all ages.

  experts see it this way

  Interviewee: Li Jun [Dean and Professor of the Department of Exhibition Economics and Management, School of Tourism Management, South China Normal University]

  Create the most active market for global cultural and tourism activities

  Yangcheng Evening News: Recently, Guangzhou's cultural and tourism consumption market has continued to be hot, and the passenger flow of many scenic spots has returned or even surpassed that before the epidemic. How do you evaluate the performance of the local cultural and tourism market in the spring of 2023?

  Li Jun: Following the "good start" of the cultural tourism market during the Spring Festival holiday in Guangzhou, crowds in many scenic spots in Guangzhou have reappeared. The cultural tourism market has recovered strongly.

At present, the supply of cultural and tourism products in Guangzhou is constantly being enriched and optimized. Under the changing demand from the traditional "consumption landscape" to "consumption culture", new consumption formats, consumption patterns and consumption scenarios are emerging.

Under the background of Guangdong building a higher level of cultural power and a demonstration province of high-quality tourism development, Guangzhou's local cultural tourism market will present a more down-to-earth, popular, morale-inspiring, and joyful consumption environment, and more attractive A new type of cultural and tourism-themed format that attracts money and is hot out of the circle.

  Yangcheng Evening News: Local and surrounding tourism has led the trend of domestic tourism consumption in the past three years. What kind of development will it usher in in 2023?

  Li Jun: In the past three years, China's cultural tourism industry has undergone tremendous changes in terms of tourist behavior, industry development trends, consumption environment, and business formats.

As far as tourists are concerned, people are paying more and more attention to their physical and mental health, and short-distance leisure travel after work has become an important way to relieve stress.

Among the many travel modes, short-distance, short-term and high-quality micro-vacation products, such as local tours, outing tours, and peripheral tours, just fit the current tourism needs and will continue to become an important direction and growth point for tourism development in the future.

Taking advantage of weekends, short holidays or other fragmented time to travel near the "home" micro-vacation, I believe it will still become one of the correct ways to open cultural tourism in the future, and win the favor of more and more people.

  Yangcheng Evening News: What opportunities and challenges does the current trend of comprehensive recovery of cultural tourism bring to local cultural tourism enterprises?

How to win at the starting line of recovery?

  Li Jun: With the acceleration of the recovery process of Guangzhou's cultural tourism and the optimization of the customer base structure, local cultural tourism companies want to win on the starting line of a new round of high-quality development, they need to accurately grasp the market trend and improve the business capabilities and skills of employees. Level, constantly iteratively updating cultural and tourism products, providing tourists with new, unique and special joyful experiences and safe and high-quality product services, especially attracting tourists with new and better business content.

For young tourists who value appearance and style, we will create more diverse and higher-level new consumption scenarios for cultural tourism, and promote new formats and models of "+cultural tourism".

  Yangcheng Evening News: Faced with the new situation and new opportunities in the first year of cultural tourism recovery in 2023, what aspects should Guangzhou Cultural Tourism focus on to create highlights and attract more local and foreign tourists?

  Li Jun: It is recommended to start from four aspects:

  One is to further polish the image and brand of Guangzhou city.

Intensify efforts to promote city business cards such as "cloud mountains and pearl waters, auspicious flower city", "thousand-year business capital", "food in Guangzhou", "capital of animation and games", and "city of cultural creativity";

  The second is to connect different cultural elements in series to create a super IP of Guangzhou cultural tourism full of emotional links.

Kumamon, the IP image of Kumamoto Prefecture, Japan, can bring more than US$1 billion in revenue to the local area every year. Guangzhou needs to combine historical culture and urban characteristics, deeply explore creative expressions related to Guangzhou’s tourism characteristics, and tell new cultural narratives. Through the creation Create a bright image for the public to remember by means of character design, storytelling, and topicality, and create IP emotional positioning that cannot be erased, such as Garfield's "lazy", Dabai's "care", and kitty cat's "cuteness";

  The third is to innovate the form and content of communication, and explore new highlights in cultural tourism promotion.

Guangzhou should dig deep into the endowment of cultural tourism resources, promote the vitality of historical and cultural resources on the Millennium Central Axis, continuously capture the attention of the public, and demonstrate the strong momentum of recovery and revitalization of Guangzhou cultural tourism with a new attitude;

  The fourth is to strengthen the cultural and tourism cooperation between Guangzhou, Hong Kong and Macao, and jointly build a world-class cultural and tourism destination in the Bay Area.

Hong Kong, Macau and the mainland have been fully "cleared through customs". Guangzhou can further strengthen the integration of cultural tourism resources with Hong Kong and Macau, form a new cultural tourism development plan, promote the in-depth development of the cultural tourism industry in Guangzhou, Hong Kong and Macao, and work together to create the most active cultural tourism activities in the world. market.