Go to a city for museums

Article/Liu Xingtong, full media reporter of Yangcheng Evening News

The "5.18 International Museum Day" just passed has made the cultural tourism once again become the focus. Many people have found that the "clocking in" museum has become a part of the people's good life, and cultural, museum and tourism have become an important part of tourism experience.

According to Ctrip data, since this year, the number of tickets booked for domestic tourist museums has increased by 104% year on year. Almost one in ten people who book tickets for scenic spots has booked tickets for museums. As young people continue to pursue the national trend, museums continue to update their "playing methods" with AI technology, 3D restoration technology, and other technologies. The powerful interactive experience of museums has made more and more people willing to "go to a city for museums". The post-80s and post-90s generation become the main force.

The 2024 Museum Popularity Ranking released by Tuniu pointed out that with the continuous increase of cultural, museum and tourism popularity, museums are becoming a new highland of cultural experience in China.

Museums create a new highland for urban cultural experience

To understand a city, start with a museum.

According to the latest data from the State Administration of Cultural Heritage, there are 6833 museums in China, ranking first in the world. During the May Day holiday in 2024, more than 6000 museums across the country received more than 50 million visitors.

As an important place to inherit and display culture, museums are attracting more and more tourists' attention and participation.

According to the big data of "Where to Go", as of May 17, the search volume of tickets for cultural and museum related scenic spots this year has increased by 70% compared with 2023. The top ten popular provinces (cities) for museum tours are: Beijing, Shaanxi, Sichuan, Jiangsu, Hubei, Shanghai, Shanxi, Shandong, Zhejiang and Henan.

According to Tuniu data, among the most popular venues for cultural and museum tours in China this year, the National Palace Museum, China National Museum, Nanjing Museum, Shaanxi History Museum, Hunan Museum, Emperor Qin Shihuang's Mausoleum Museum, Sichuan Guanghan Sanxingdui Museum, Yangzhou China Canal Museum, Suzhou Museum, Shanghai Museum and other national first-class museums are particularly popular for booking; Among the popular group tour product bookings, the most popular routes to Beijing, Nanjing, Xi'an, Sichuan and other related destinations, including museum trips, are.

According to Ctrip data, the proportion of museum orders in third tier cities and below reached 30% this year, up 7% compared with last year. While the popularity of famous museums is still high, many tourists are paying more attention to the minority "treasure museums".

Young people and parent-child families lead the boom of cultural, museum and tourism

When visiting museums has become a way of life for young people, museums around the country have made cultural relics "live" by constantly integrating advanced technology and making use of colorful activities. A more vivid and intuitive cultural experience has further expanded the audience of cultural tourism.

Behind the popularity of culture, museum and tourism is the deep integration of traditional culture and new tourism methods.

According to the 2024 Ditto Museum Ecological Data Report, in the past year, the number of videos related to the Ditto Museum has increased by 191% year on year, the cumulative broadcast volume has increased by 62% year on year, the number of cards punched in by the Ditto Museum has increased by 34% year on year, and the number of museum ticket orders has increased by 149% year on year. It is reported that a group of expert tour guides and interpreters are becoming popular in dithering. They have opened a "second classroom" in the museum with scholars from the front-line of archaeological excavation. They conduct cultural, museum and science popularization online, and continue to stimulate cultural, museum and tourism "planting grass".

According to Tuniu's data, 86% of users aged 45 and under have travelled this year for bookings of Wenbo related products; Beijing, Nanjing, Shanghai, Guangzhou and Shenzhen rank the top five among the top ten tourist sources of cultural, expo and tourism.

"More and more young tourists and their families experience the charm of traditional culture and the fun brought by cultural and museum tours by experiencing the Han clothing culture, visiting museums, clocking in 'online celebrity' cultural relics, collecting cultural and creative products, and online travel museums. The new fashion of Hanfu culture and the innovation of cultural and creative products have brought new consumption hotspots and growth points for cultural, museum and tourism. " The person in charge of relevant products of Tuniu Tourism Network pointed out that.

In addition, the reporter learned from the "Where to Go" platform that since March this year, the search volume of research and study tour products for natural science popularization, plateau exploration, and intimate contact has doubled month on month, which shows that the cultural and historical museum and science and technology museum are not only a must to go to the tourist destination, but also a popular place for parent-child travel.

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Inbound cultural tourism leads the "cultural tour in China"

A museum is a "university". As inbound tourists travel out of the circle, more and more foreign tourists visit the museum to deeply understand the profound Chinese civilization. The museum has become a business card of China.

Ctrip data shows that since this year, foreign tourists have booked 10 times more orders for domestic museums than last year. Among foreign cultural and museum enthusiasts, the post-90s accounted for 34% of the orders, the post-80s accounted for 25%, and the post-00s accounted for 21%.

Since this year, tourists from Japan, South Korea, Australia, the United States and Thailand like to visit museums in China most. All platforms provide convenience for foreigners to visit museums in China. For example, Ctrip can support guests from 140 countries and 35 languages to book museum tickets in China.

The reporter learned that in April this year, Ctrip Group, together with the Qin Shihuang Mausoleum Museum, held the release activity of "Overseas Integration Service Platform of the Qin Shihuang Mausoleum Museum", providing online convenient ticket buying channels for the Terracotta Warriors scenic spot in 24 languages, 39 countries and regions, and 29 currencies; At the same time, in order to help the scenic spot to improve its intelligent service, it also provides the scenic spot with an overseas version of self-service online ticketing system to meet the service needs of foreign tourists for on-site ticketing.

It is worth mentioning that since the launch, more than 3000 overseas users have booked relevant trips through Ctrip. Later, the Terracotta Warriors Scenic Area also hopes to establish an overseas tourist data center with the platform to further improve the reservation function and provide overseas tourists with a better browsing experience.