The form of tourism with music festivals as the core is favored by young people
Go to a music festival and meet a city
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According to statistics, during this year's "May Day" holiday, more than 40 music festivals were held across the country. Thousands of music fans rushed to various host cities, and also led to the local tourist market.
For a music festival, go to a city and enjoy the music carnival while gaining some travel time. This is becoming the choice of some young tourists.
According to the survey data of the China Performance Industry Association, during this year's "May Day" holiday, music festivals and concert projects drove the comprehensive consumption scale of transportation, food and accommodation outside the box office of performances to exceed 12.<> billion yuan.
"It's not just the music that ignites the festival, it's also the local tourism." Some insiders pointed out that nowadays, more and more places pay attention to the value of music festivals in promoting the integration and development of culture and tourism. In some cities, the festival brand has become a new tourist card.
A double carnival of "music festival + travel"
Xiao Ye, 26, is a music lover who went to the Midou Music Festival in Nanjing with friends during this year's May Day holiday.
Chasing music festivals to a city has become Xiao Ye's holiday norm. "Beijing, Shanghai, Hangzhou, Kunming, Chengdu, Qingdao..." he listed the cities he had visited.
"It's like someone coming to Chongqing to see the 'light rail through the building', I went to a distant place to watch the music festival, and the purpose is different." Xiao Ye said that going to a city because of music festivals is very common in music fan circles. He told reporters that this time he went to Nanjing, participated in the music festival one day, and spent the remaining 4 days all playing, enjoying the double carnival of "music festival + travel".
The reporter noticed that the form of tourism with music festivals as the core is increasingly favored by young groups. According to statistics, during this year's "May Day" holiday, there were more than 40 music festivals across the country, and thousands of music fans rushed to various host cities.
"Many popular music festivals, hotels around the venue, are fully booked before the May Day holiday, and you need to grab tickets many days in advance." Xiao Ye said.
On April 4, the reporter saw at the performance site of Chongqing Happy Valley, tourists from all over the country came to the scenic area early, while having fun, waiting for the opening of the night's performance. It is understood that due to the popularity brought by the music festival, from the end of March until the "May Day" holiday, the tourist popularity of the scenic spot continued unabated.
"I wanted to come to Chongqing to play for a long time, and I happened to see the poster of the Rhino Horn Music Festival on the Internet, there was a band I liked, and I booked a ticket half a month in advance." Mr. Kong, from Jiangsu, said that he will go to several well-known attractions in Chongqing next.
Industry insiders pointed out that chasing fans of music festivals has a strong aggregation effect, and a music festival attracts a relatively large number of people, "so many people come to the venue, which will undoubtedly drive secondary consumption, making the value of the combination of music festivals and tourism economy increasingly prominent." ”
The music festival has become a new business card of the city's cultural tourism
Xiao Ye recalls that the first music festival he participated in was the grassland camping music festival held in Wulong Fairy Mountain in Chongqing. "The performance was shocking, and the performances of the singers and bands ignited the whole scene." In addition, he said, he was impressed by the beauty of Fairy Mountain.
Zhao Qingqing, who has worked in the Chongqing tourism industry for more than 10 years, believes that the reason why Fairy Mountain attracts a large number of tourists every year, the music festival is the driving force, "At the beginning, the popularity of Fairy Mountain was not strong, and many people only knew about it and came here through the music festival." ”
On April 4, the 27th Chongqing Cultural Tourism Consumption Season (Spring and Summer) opened, in which "local bands and cultural teams combined to launch a music festival" became one of the eight special theme activities. The relevant person in charge of Chongqing Municipal Committee of Culture and Tourism said that through cultural performing arts to create consumption hotspots, create a strong atmosphere of cultural tourism consumption, and further promote the recovery and prosperity of the cultural and tourism industry.
"The music festival landing in a city, attracting music fans from other cities to come here, they will also pay attention to and learn about the city's customs, characteristics, taste local specialties, visit famous attractions, which is the best embodiment of creating a city business card through music festivals." The relevant person in charge of a performance company in Beijing said.
It is understood that "tourism + city brand" is becoming the mainstream operation mode of domestic music festivals. Qi Minghui, who has been engaged in the performance industry for many years, told reporters that many cities in China are now showing strong interest in introducing music festivals and are eager to make them a new business card of urban cultural tourism.
The reporter noted that among the music festivals to be held or to be held in 2023, the number of music festivals landing in third- and fourth-tier cities has closely caught up with first- and second-tier cities.
Convergence makes traffic "retention"
During this year's May Day holiday, the most popular city in Shandong Province is not only Zibo, but also Yantai - the 2023 Yantai Yellow Bohai Midi Music Festival attracted 10,<> music fans to the city.
In the face of such a huge flow of music fans, Yantai has also taken many measures to attract local tourism. With the music festival tickets, music fans can receive free tickets to 6 scenic spots, including Kunluoshan National Forest Park, and can also participate in the lucky draw of 17,5000 free tickets for 11 scenic spots in Yantai. At the same time, the local government released the super travel strategy of the Midi Music Festival and opened 200 free bus lines. According to statistics, during the music festival, Yantai Bus dispatched more than 4000 vehicles, sent more than 17,<> trips, and transported more than <>,<> tourists.
In fact, the "music festival + tourism" model has not appeared in the past two years. The most representative is undoubtedly Zhangbei County in the northwest of Hebei Province, a small county town that was once unknown and became a popular check-in place with the help of music festivals.
In 2009, the first Zhangbei Grassland Music Festival opened, attracting hundreds of thousands of music fans every year since then, becoming the largest and most international music festival in China. With the Grassland Music Festival as the core, the local area has successively launched 7 boutique tourism routes, including Grassland Sightseeing Vacation Tour, Grassland Military Experience Tour, Grassland Folk Customs Tour, and Grassland Characteristic Industrial Tour, which quickly led to the local tourism industry and brought considerable economic benefits to the local area.
"To develop tourism resources with the help of music festivals, we should pay attention to the joint development of music festivals and tourism, and the degree of integration is the key to the 'retention' of traffic." Some insiders pointed out that music festivals are no longer a single entertainment activity, but gradually integrated into the field of leisure tourism. Nowadays, with the growing number of tourists of the younger generation and the diversification of tourism, the clever combination of music festivals and local tourism resources, highlighting personalization and differentiation, can help to build an iconic tourism cultural brand. (Workers Daily reporter Huang Shiqiang)