This year's "May Day" holiday, the cultural and tourism industry has a strong recovery momentum, and the market is stable and orderly. According to the data center of the Ministry of Culture and Tourism, the total number of domestic tourism trips across the country is 274 million, up 70.83% year on year, and returning to 119.09% in the same period of 2019 on a comparable basis; Domestic tourism revenue reached 148.056 billion yuan, a year-on-year increase of 128.9%, and returned to 100.66% in the same period of 2019 on a comparable basis.
"The 'May Day' holiday tourism market has continued the trend of high opening, steady growth and accelerated recovery since the Spring Festival. The number of trips and tourism revenue have exceeded the same period in 2019 on a comparable basis, and the tourism industry has ushered in a turning point from market recovery to high-quality development." Dai Bin, president of the China Tourism Research Institute, judged. During the holidays, 12800 A-level tourist attractions in China were open normally, accounting for 86% of the total number of A-level tourist attractions. Most of the tourist attractions should be open.
The recovery of the May Day tourism market is the result of the concentrated release of the accumulated tourism demand for a long time. The overall improvement of the economy and the improvement of the income situation have further boosted consumer confidence and provided support for people to transform their travel enthusiasm into the action of "saying go".
"The accelerated recovery of the market is also the result of practical measures taken by various regions to develop the tourism industry," said Dai Bin. All regions have taken tourism as the main battlefield to expand domestic demand and boost consumption, enrich products, improve services and attract passenger flow. In combination with the theme month activity of "May 19 China Tourism Day", various regions have launched a series of cultural and tourism activities to benefit the people, implemented discount tickets for scenic spots, and issued cultural and tourism consumption tickets. At the same time, all regions actively create a new space for a better life shared by the host and guests, and improve tourists' satisfaction and sense of gain. Shandong Zibo launched barbecue trains, free parking and other measures to welcome visitors; Beijing Badaling Great Wall Scenic Area has taken measures such as opening the park in advance and opening the Night Great Wall regularly to meet the peak passenger flow; Fujian Wuyi Mountain has assigned more special personnel to guide the order in various scenic spots, strengthened the dispatching management of sightseeing buses, and optimized the travel experience of tourists
"This holiday, tourists go farther and stop longer," said Dai Bin. According to statistics, during the holiday, the average travel radius of tourists is 180.82 kilometers, up 81.59% year on year; The proportion of trans provincial tourists reached 24.5%, 15.5 percentage points higher than that of the same period last year; 83.47% of tourists travel more than 100 kilometers, 9.73 percentage points higher than the same period last year. During the holiday period, the proportion of one-day tourists decreased by 6% compared with the same period last year, and the proportion of tourists staying for more than two days increased by 9.55%. "The consumption characteristics of this holiday are first reflected in the strong release of long-term travel demand." Peng Han, director of the Strategic Research Center of Ctrip Research Institute, said that long-term travel will drive the recovery and prosperity of the entire industrial chain of "food, housing, travel, shopping and entertainment", and many industries will benefit from it.
Popular cities and minority destinations both ushered in peak passenger flow this holiday. According to the data of Flying Pig Travel Network, Beijing, Shanghai, Hangzhou, Chengdu, Guangzhou, Xi'an, etc. are the most popular destinations; Driven by numerous offline performances, festivals, and local experience, Lianyungang, Xuzhou, Tai'an, Shangrao, Jiaxing, etc. are among the hottest emerging destinations. According to the data of Tongcheng Travel Network, the "May Day" holiday "niche" related travel search popularity rose by 172% month on month, and the hotel booking popularity grew fastest in Zibo, Shandong, which has recently become popular. In addition, hotel bookings in Yanbian, Qinhuangdao and other cities have also increased by more than 10 times, and hotel bookings in domestic third tier and lower tier cities have increased by more than 150% compared with the same period in 2019.
Zhang Mingyang, a senior researcher of Tongcheng Research Institute, said that from the perspective of overall market scale, a large number of small cities have contributed more to the "May Day" holiday tourism consumption market.
Wu Ruoshan, a special researcher of the Tourism Research Center of the Chinese Academy of Social Sciences, believes that with the increasingly rich travel experience of Chinese tourists and the increasingly diversified travel modes of young tourists, the development of a number of emerging tourism destinations ushers in a window period.
"Travel+X" that can stimulate personal interest or experience is popular with young consumers. Flying pig data shows that during the "May Day" holiday, "hotel+X" package commodities including performance, e-sports, catering and other experience elements are favored, and the number of bookings has increased more than twice year-on-year; The number of bookings of "scenic spot+X" commodities, including Han clothing, travel photography, exhibition and other experience elements, increased by more than 10 times year-on-year.
Dai Bin believes that the performance of the "May Day" tourism market will further stabilize travel expectations and boost consumer confidence. This year, the tourism market will continue to improve, showing a trend of accelerating recovery quarter by quarter. He said that to achieve high-quality development of tourism, two points should be paid attention to: first, further optimize the market environment and strengthen market governance; Second, promote industrial transformation and change the development mode.
