The Paper reporter Tang Yingying

　　On February 17, the eighth day of the first lunar month, the eight-day Spring Festival holiday, the longest in history, officially came to an end.

　　According to data from cultural and tourism departments, popular scenic spots and multiple online travel platforms across the country, the Spring Festival holiday in the Year of the Dragon can be described as the "most popular Spring Festival holiday in history". Domestic travel bookings have significantly exceeded the same period in 2019, and "travel" has replaced "returning home" as the most popular holiday in history. Spring Festival protagonist.

　　Many places got off to a good start during the Spring Festival holiday, receiving far more tourists than in previous years

　　On February 17, data disclosed by cultural and tourism departments in many places showed that the Spring Festival holiday had a "good start", with both supply and demand in the cultural and tourism market booming, and the number of tourists received far exceeded that in 2023 or even the same period in 2019.

　　For example, data disclosed by the Hubei Provincial Department of Culture and Tourism shows that during the Spring Festival holiday, the province's A-level tourist attractions received a total of 14.0226 million tourists, a year-on-year increase of 40.05% and 70.38% respectively compared with 2023 and 2019. The average occupancy rate of star-rated hotels ( The number of rented rooms/number of rentable rooms) is 61.28%, a year-on-year increase of 9.40 percentage points and 11.27 percentage points compared with the average occupancy rate of star-rated hotels in 2023 and 2019 respectively.

　　Data disclosed by the Hunan Provincial Department of Culture and Tourism shows that from February 10 to 17, the province received a total of 36.8617 million tourists, a year-on-year increase of 31.5%; of which 12.4464 million were tourists from outside the province, accounting for 33.77%; the average stay of overnight tourists 2.87 days. There are 952 cultural and tourism units included in big data monitoring in the province, which have received a total of 12.8312 million tourists, a year-on-year increase of 52.04%.

　　Data disclosed by the Department of Culture and Tourism of the Inner Mongolia Autonomous Region shows that during the Spring Festival holiday, the region received 31.4055 million domestic tourists, 5.76 times the number in 2023 and 5.11 times the comparable figure in 2019. Tourism revenue of 22.122 billion yuan was achieved, which was 7.63 times that of 2023 and 6.46 times that of the comparable figure in 2019. The top five tourist source areas are Shanghai, Guangdong Province, Hebei Province, Beijing and Chongqing.

　　Data disclosed by the Chongqing Municipal Culture and Tourism Development Commission shows that during the Spring Festival, the city’s overnight tourist receptions included in the statistics were 2.3829 million, a year-on-year increase of 66.9%. As of 18:00 on February 17, 130 A-level scenic spots included in the monitoring statistics had received a total of 10.685 million tourists during the Spring Festival holiday, an increase of 104.3% on a comparable basis.

　　Many tourist attractions are even more popular, with the number of people at the scenic spots approaching their maximum capacity for consecutive days, or tickets during the Spring Festival holiday being sold out as early as the beginning of the holiday.

　　For example, data disclosed by the Hubei Provincial Department of Culture and Tourism show that the popularity of the Yellow Crane Tower has skyrocketed. On February 12 and 13, the number of tourist reservations reached 90% of the maximum single-day capacity for two consecutive days, and ticket sales were stopped in advance.

　　The Paper (www.thepaper.cn) previously reported that tickets for many popular museums such as the Palace Museum, Shanghai Museum East Building, Nanjing Museum, and Sanxingdui Museum during the Spring Festival have been sold out or fully booked before the second day of the first lunar month.

　　On February 17, many tourist attractions released eye-catching "report cards".

　　Data disclosed by the Longmen Grottoes Scenic Area shows that during the Spring Festival holiday, the Longmen Grottoes received 458,600 tourists, an increase of 78.51% compared with the Spring Festival in 2023, and an increase of 60% compared with 2023 on a comparable basis.

　　Data released by the Jiuzhaigou Scenic and Historic Area Administration shows that during this year’s Spring Festival holiday, the Jiuzhaigou Scenic Area’s off-season characteristics have been further demonstrated. The number of tourist receptions and tourism revenue have increased significantly year-on-year. As of February 17, the Spring Festival holiday, Jiuzhaigou Scenic Area has received a total of 172,600 tourists, achieving a major breakthrough in tourist reception during the off-season.

　　Tongcheng travel data shows that air tickets, train tickets, and hotel bookings in popular domestic cities during the Spring Festival holiday all increased by more than 30% year-on-year. Ctrip data shows that during this year’s Spring Festival holiday, ticket orders for domestic scenic spots increased by more than 60% year-on-year.

　　Zhao Wenzhi, chairman and president of GZL, said that the overall performance of the tourism market during the 2024 Spring Festival Golden Week has basically met industry expectations, ushering in a "good start" and the registration data can predict the continuation of the market's popularity after the holiday. Retired elders will take over as family travelers. Post-holiday travel is the main force, and with the significant drop in travel costs, it will continue to attract a group of office workers to choose to travel during off-peak periods after the holiday.

　　The ultra-long holiday lengthens the travel time, and the trend of "North-South swap" flow is obvious

　　Reports released by multiple online travel platforms show that staying up late to celebrate the new year and then traveling has become the choice of many tourists this year. The 8 to 9-day holiday lengthens the travel time and distance during the Spring Festival, and the "North-South Exchange" flow trend is obvious.

　　Qunar data shows that not only did there not be a travel trough during the Spring Festival holiday this year, but in terms of single-day travel volume, more people chose to fly on the second day of the twelfth lunar month (February 11) than those who returned home on the 29th of the twelfth lunar month (February 8). There are even more people.

　　A report from Tujia B&B shows that from the time of B&B bookings, travelers returning home plan to travel starting from February 11 (the second day of the Lunar New Year), and B&B bookings have experienced a small peak.

　　Xiao Peng, a researcher at the Qunar Big Data Research Institute, analyzed that people’s original Spring Festival holiday habits have changed due to the extension of the holiday. The eight-day long holiday has made “traveling” replace “returning home” and become the protagonist of the Spring Festival holiday.

　　In terms of travel duration, Mafengwo big data shows that during the Spring Festival holiday, long-distance travel-related orders accounted for more than 65%, more than 70% of tourists stayed for more than 4 days, and 37.7% of tourists stayed for more than 6 days. Tuniu’s report shows that more tourists choose 4-day or 5-day travel itineraries, accounting for 21% and 17% respectively.

　　From the perspective of travel destinations, the proportion of inter-provincial travel and medium- and long-term travel has increased, and the trend of "North-South interchange" is obvious.

　　Ctrip data shows that inter-provincial travel orders accounted for 57% during this year’s Spring Festival holiday. Fliggy data shows that the average travel duration and booking price during this year’s Spring Festival holiday have increased by about 10% compared to last year. At the same time, medium and long-term travel has more than tripled year-on-year, and the average travel date of independent travel has increased by 30% compared with last year. Among them, "cold escape tours" to southern regions such as Guangdong, Hainan, and Fujian to celebrate the warm New Year, and "snowy New Year tours" to northern regions such as Heilongjiang, Jilin, and Hebei are the most popular, with bookings increasing by 105% year-on-year.

　　From the perspective of group tours, nearly one-third of the domestic inter-provincial tours during the Spring Festival this year by Guangzhou Travel Group, a subsidiary of Lingnan Holdings (000524), were long-term tours lasting more than 6 days. Popular destinations include Beijing, Inner Mongolia, Hebei Bashang, Xinjiang, Tibet, Shandong, Sichuan, Yunnan and Northeast China are ranked “C” for ice and snow tourism.

　　In addition, Tongcheng travel data shows that tourism consumption in many domestic dark horse destinations has also experienced a sharp increase. Zibo, Weihai, Kashgar, Diqing, Jinzhou, Jincheng, Heihe, Linzhi, Altay and Fangchenggang have become the main destinations with the highest increase in tourism popularity during the Spring Festival holiday. Among them, the tourism popularity of Zibo, Shandong Province, which was hit by a fire in 2023, during the Spring Festival holiday increased by 137% year-on-year, and the tourism popularity of Weihai, Kashgar, Diqing, Jinzhou and other cities all increased by more than 100%.

　　There are also tourists who go to more than one place during the Spring Festival. Ctrip data shows that during the Spring Festival, multi-segment travel orders in two or more cities accounted for more than 20%, an increase of 3 percentage points from 2023.

　　On the Tujia B&B platform, over 30% of users choose two or more destinations for travel. These travelers like to go to Dali, Harbin, Beihai, Lijiang, Chengdu, and Chongqing the most. On Tujia B&B, a guest from Jiaxing experienced an in-depth tour of central China during the Spring Festival and placed orders in five cities: Jining, Jinan, Zibo, Zhengzhou, and Luoyang; a guest from Beijing came once and left immediately. "Journey to the Plateau", he stayed in B&Bs in Lhasa, Yinchuan, Goluo, Nyingchi, and Haixi; a guest from Zhejiang chose to go to Guangdong to find the flavor of Chaoshan New Year, and spent the New Year in Jieyang, Guangzhou, Foshan, Chaozhou, and Shantou.

　　Hotel bookings in lower-tier cities are booming, and the popularity of annual customs events has doubled

　　Looking at the overall accommodation situation, during the Spring Festival holiday, it was “hard to find a room” near popular destinations and scenic spots, and hotel bookings in lower-tier cities doubled.

　　Ctrip data shows that special theme room types such as parent-child hotels, hot spring hotels, e-sports theme rooms, and audio-visual theme rooms have grown significantly, with year-on-year increases of 60%, 55%, 96%, and 104% respectively.

　　Since the Spring Festival holiday coincides with Valentine's Day, the order volume for couple-labeled hotels on Ctrip's platform reached a holiday peak on February 13 and 14, with order volume on these two days increasing by more than 160% year-on-year.

　　Ctrip data also shows that due to various factors, "returning to your hometown and staying in a hotel" has become a new trend. During the Spring Festival this year, county hotel orders increased by more than 60% year-on-year. Among the top 200 counties with total hotel orders, hotel orders in Fuliang in Jiangxi, Hunyuan in Shanxi, Wuchang in Heilongjiang, Minhou in Fujian, and Pingxiang in Guangxi all increased by more than 2% year-on-year. times.

　　Qunar data also shows that hotel bookings in popular cities during this Spring Festival holiday increased by 1.2 times year-on-year in 2023, and high-star hotel bookings in third-tier and lower-tier cities more than doubled year-on-year.

　　In terms of how to travel during the Spring Festival, regardless of whether it is north or south, "the taste of the new year" is a common theme.

　　Among them, activities such as the New Year Lantern Festival, dragon dance performances, temple fairs, and intangible cultural heritage shows have become tourists’ choices for New Year travel.

　　On February 17, data disclosed by the Department of Culture and Tourism of the Inner Mongolia Autonomous Region showed that more than 200 annual activities with local characteristics such as "Intangible Cultural Heritage Celebrating the New Year" were held during the Spring Festival. Among them, the seventh Inner Mongolia Intangible Cultural Heritage New Year Festival had more than 100 online participants. 10,000 visitors, with sales of nearly 10 million yuan.

　　According to news released by the Hubei Provincial Department of Culture and Tourism, Yichang City held the third New Year Lantern Festival and the first Primrose Festival, with more than 330,000 participants. The Wudang Mountain Special Economic Zone has relied on a series of New Year blessing activities in core scenic spots and created host-guest shared cultural tourism projects in various scenic spots in the city, which has greatly enriched local culture and tourism products. The consumer market has been unprecedentedly active. It received a total of 411,000 tourists (each day) in the seven days before the Spring Festival. It receives nearly 60,000 tourists per day), and its comprehensive tourism revenue is 394 million yuan, an increase of 103.87% and 133.69% respectively compared with 2023. During the Spring Festival, the newly promoted national 5A-level scenic spot Zhongxiang Mingming Mausoleum launched 19 immersive performing arts programs every day, including "New Year Grand Tour", and received 40,000 tourists per day.

　　Data released by the Beijing Municipal Bureau of Culture and Tourism shows that during the Spring Festival holiday, garden and temple fair activities such as Ditan Temple Fair, Longtan Temple Fair, Changdian Temple Fair, and Badachu New Year Garden Party have become the "top trend" during the Spring Festival holiday, bringing more benefits to citizens and tourists celebrating the New Year in Beijing. A Beijing-style Spring Festival experience. The participation enthusiasm of citizens and tourists continues to rise. The Longtan Temple Fair on the first day of the Lunar New Year exceeded 140,000 people, and the Ditan Temple Fair on the second day of the Lunar New Year exceeded 220,000. During the Spring Festival, major temple fairs and garden fairs received a total of 5.164 million tourists.

　　On the Ctrip platform, searches for the Year of the Dragon Spring Festival Lantern Festival doubled year-on-year.

　　A report released by Ctrip shows that during this year’s Spring Festival holiday, the most popular New Year lantern festivals are: Wuhan Garden Expo Lantern Festival, Tianjin Water Park "Jincai Lantern Festival", Nanjing Qinhuai River Lantern Festival, Zigong Chinese Lantern World, Daming Palace Yuan Tang Palace Lantern Festival, Shanghai Yu Garden Lantern Festival, Rugao Longyou Lake New Year Lantern Festival, Datong Ancient City Wall Ancient Capital Lantern Festival, Jinyang Lake Peach Blossom Island New Year Lantern Festival, Kunming Pool Ancient Style Lantern Festival, etc.

　　Popular folk activities include: Shantou Ying Song and Dance Performance, Luoyang Heluo Culture Temple Fair, Beijing Longtan Temple Fair, Changsha Tongguan Kiln National Style Paradise, Quanzhou Folk Street Activities, etc.

　　In addition, annual activities such as burning incense on the first day of the Lunar New Year and welcoming the God of Wealth on the fifth day of the Lunar New Year are also more popular among young people. Fliggy data shows that the popularity of travel to temples, temple fairs, lantern festivals and other attractions during the Spring Festival holiday has more than doubled year-on-year. Among them, Lingyin Temple in Hangzhou, Wuzhen in Jiaxing, Tang Furong Garden in Xi'an, Putuo Mountain in Zhoushan, and Yuyuan Garden in Shanghai are popular New Year tours. popular destination.