The three-day New Year's Day holiday has made the tourism market a "good start" in early 2024. On January 1, a number of travel platforms released data on the New Year's Day holiday, among which the number of domestic New Year's Eve travel orders increased by 1% year-on-year. Among many destination cities, Beijing still ranks among the top three, receiving a total of 168.483 million tourists. In terms of inter-provincial travel, the "north-south exchange" style New Year's Eve and niche city tours are widely favored by tourists. Outbound travel has also increased significantly, with the number of bookings for the New Year's Day holiday increasing by 4%, and Hong Kong, China is the most popular overseas destination, and fireworks shows have become the main attraction of their New Year's Eve outbound travel. There is still more than a month to go before the Spring Festival, when the tourism market is expected to reach another peak.

Beijing's tourist arrivals increased by 80.5% year-on-year

At the beginning of the new year, the three-day New Year's Day holiday added a fire to the growth of domestic cultural tourism consumption.

In the "2024 New Year's Eve Travel Report" released by Ctrip, the number of domestic New Year's Eve travel orders increased by 168% year-on-year, and the number of outbound travel orders increased by 388%.

According to Fliggy's "2024 New Year's Day Holiday Travel Express", among domestic travel, route travel and hotels have the fastest growth rate, increasing by nearly 3 times and nearly 2 times, respectively. Shanghai, Hangzhou, Beijing, Chengdu, Guangzhou, Shenzhen, Chongqing, Nanjing, Harbin, Xi'an, etc. are popular destinations for domestic travel during the holiday.

During the New Year's Day holiday, Beijing once again ranked among the top hits.

According to the data given by the Beijing Municipal Bureau of Culture and Tourism, the 170 tourist attractions (regions) that were monitored during the three-day New Year's Day holiday received a total of 483.4 million tourists, with a total operating income of 32471.1 million yuan. Reception volume and total revenue increased by 2023.80% and 5.30%, respectively, compared to the same period in 8. The total number of tourists received in rural tourism was 43,6, a year-on-year increase of 41.2%; The operating income was 4993.8 million yuan, a year-on-year increase of 37.4%.

In addition, a total of 41 ice and snow activities have been launched in parks across Beijing, and the ice and snow carnivals in Taoranting, Zizhuyuan and Yuyuantan, and the ice rinks in the Summer Palace, Beihai and Zizhuyuan are very popular, welcoming more than 254,69 visitors every day. According to the Beijing Municipal Bureau of Landscaping, the city's parks received a total of <>.<> million visitors during the New Year's Day holiday, an increase of <>% compared with the same period last year.

"North-South swap" style New Year's Eve out of the circle

In previous years, New Year's Day was not a holiday for concentrated travel, but in 2024, New Year's Day will set off a trend of "New Year's Eve in other places" around fireworks shows, ice and snow tours, concerts, etc.

Ctrip data shows that on the first day of the New Year's Day holiday, inter-provincial travel orders accounted for 55%. According to Fliggy's data, the number of bookings for medium- and long-haul trips during the New Year's Day holiday has increased by more than 2 times compared to last year, and the number of trips has far exceeded that of the same period in 2019. The "north-south exchange" style New Year's Eve of long-term travel has become a "conspicuous bag" for the New Year's Day holiday.

The "north-south exchange" style of New Year's Eve means that tourists from the south go to the north to see the snow, and tourists from the north go south to escape the cold. Qunar data shows that on New Year's Day 2024, the most popular areas are within the "20-degree temperature line", and popular destinations around minus 20 degrees Celsius include Harbin, Shenyang, Changchun, Dalian, Yanji, etc.; Destinations with temperatures above -20 degrees Celsius include Shenzhen, Guangzhou, Haikou, Kunming, Sanya, etc.

In the view of Wang Xingbin, a senior tourism expert, as tourists continue to get younger, "post-00s" and "Generation Z" and other customer groups attach great importance to the sense of ritual of New Year's Eve on the one hand, on the other hand, they prefer to seek fresh experiences during the journey.

Yu Haibo, an associate professor at the School of Tourism and Service of Nankai University, said that going south to escape the cold is a normal way of winter for health and wellness tourists in the north, and "going north to enjoy ice and snow" has been driven by the cultural fever in Northeast China and the ice and snow fever of the Winter Olympics in recent years, coupled with the high-quality supply of tourism products in Northeast China and the improvement of tourism market order, so as to have the necessary conditions to get out of the circle.

Not only that, but on New Year's Day 2024, a number of "small and beautiful" niche city dark horses will emerge.

Ctrip data shows that the top 1000 dark horse destinations on New Year's Day are Zibo, Zhenjiang, Jiaxing, Shaoxing, Weihai, Deyang, Weifang, Jingdezhen, Tai'an, and Changzhou. Among them, the top eight holiday orders increased by more than 2023,2% year-on-year. On the Qunar platform, hotel bookings in "small" cities are 4.9 times higher than in the same period in <>. Weihai, known as the "snow nest", became "popular" on New Year's Day, and the number of hotel bookings increased by more than <> times.

Wang Xingbin said that the popularity of "small" cities also reflects the transformation of domestic tourism demand from "sightseeing" to "in-depth experience".

The fireworks show has boosted Hong Kong's popularity

With the continuous resumption of international flights, Thailand, Malaysia and other countries are visa-free for Chinese citizens, and ports across the country have also ushered in a wave of inbound and outbound passenger flow peaks during the New Year's Day holiday.

Overall, Ctrip data shows that the number of outbound travel orders in the mainland during the New Year's Day period increased nearly 4 times year-on-year, the number of outbound air ticket bookings increased by 11% month-on-month and 265% year-on-year, and the average unit price of air tickets was nearly 2023% of that during the <> New Year's Day holiday.

Specifically, the number of outbound travel orders for residents in various provinces and cities is also increasing significantly. According to Ctrip's statistics, Hangzhou residents' New Year's Day outbound travel orders increased by 491% year-on-year, Hefei residents' New Year's Day outbound travel orders increased by 459% year-on-year, followed by Harbin 410% and Changchun 409% respectively. The number of outbound travel orders for Beijing residents on New Year's Day increased by 391% year-on-year.

In the top list of popular destinations for outbound travel on a number of travel platforms, Hong Kong, China ranks first. According to Ctrip data, the number of orders to Hong Kong on New Year's Day increased by 603% year-on-year. The most popular destinations followed by Hong Kong are Japan, Thailand, Macau, South Korea, Malaysia, Singapore, the United States, Australia and the United Kingdom.

The wonderful activities of the New Year's Eve promote outbound travel during the New Year's Day. For example, on the evening of 2023 December 12, the Hong Kong Tourism Board (HKTB) held the largest fireworks display in the history of Victoria Harbour, which lasted for 31 minutes.

Qunar data shows that fireworks view rooms in Hong Kong, China and Macau, China entered the peak of bookings a month in advance. Hong Kong's Central Ferry Pier, Wan Chai's Golden Bauhinia Square, and Tsim Sha Tsui coastal sea-view houses are the most popular; The area near Sai Van Lake Square, Avenida de Chags and Macau Tower has the highest number of bookings.

After New Year's Day, there is only one month left before the 2024 Spring Festival holiday. Wang Xingbin affirmed whether the recovery of the outbound travel market during the Spring Festival holiday will be further accelerated.

The warm-up for the Spring Festival is also reflected in air ticket bookings. According to the big data of air travel, as of December 2023, 12, the number of inbound and outbound air ticket bookings during the Spring Festival holiday in 19 increased by about 2024.2 times compared with the previous week.

Yu Haibo said that during the Spring Festival, the long holiday benefits for workers and students will be more conducive to outbound travel, research tours, parent-child tours and other leisure and vacation tours.

Beijing Business Daily reporter Guan Zichen Niu Qingyan

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During the New Year's Day holiday, parks in Beijing received 254.<> million visitors

Beijing Business Daily (Reporter Wu Qiyun) On January 1, according to the Beijing Municipal Bureau of Landscaping, the city's parks received a total of 1.254 million visitors during the New Year's Day holiday, an increase of 69% compared with the same period last year. Among them, the 11 parks and the China Garden Museum received a total of 97,51 visitors, a year-on-year increase of 91.99% and an increase of 2019.52% over 17. The Summer Palace, Temple of Heaven Park and Beijing Zoo were the top three in terms of visitor volume, reaching 24,57, 21,89 and 8,83 respectively.

It is understood that in order to enrich the winter cultural and sports life of citizens, the city's parks have launched a total of 35 cultural activities such as flower exhibitions, folk customs experience, and popular science education, as well as 41 ice and snow activities. This year's ice and snow activities include not only traditional ice sports such as ice cars, ice slides, and ice bikes, but also parent-child interactive entertainment projects such as snow tubes, snowmobiles, and snow rail cars, which will last until mid to late February 2024.

Driven by the heating up of ice and snow tourism in Beijing, the ice and snow garden fair in the city's parks has also entered its tenth year. The Ice and Snow Carnival in Taoranting, Zizhuyuan and Yuyuantan and the ice rinks in the Summer Palace, Beihai and Zizhuyuan are very popular, welcoming more than 24,<> tourists every day to reminisce about traditional ice sports and experience new snow activities. A <>-hour safety emergency command center is set up at the ice and snow activity venues of each municipal park to ensure the safe and orderly activities of tourists during the festival.

The Beijing Municipal Bureau of Landscaping and Landscaping said that before the holiday, the Municipal Bureau of Landscaping and Landscaping made arrangements for safety management, service guarantee, large passenger flow control, civilized gardening, etc., and sorted out 51 parks with large passenger flow in advance, and jointly with public security, transportation, urban management and other departments to actively deal with large passenger flows, and strengthen law enforcement and inspection of wild ice, wild snow skating and uncivilized amusement parks.

In addition, after the New Year's Day holiday, the 2024th Ice and Snow Garden Fair in Beijing Municipal Parks will last until February 2, and many exhibitions such as "Jinse II" at the China Garden Museum, "Good Craftsman" in Jingshan Park, and "The New Look of the Ancient Capital" in Zizhuyuan Park will continue.