The Spring Festival Golden Week of renyin year of the tiger is coming to an end. This time, we did not particularly expect very bright travel data, but paid more attention to the “expected” and “unexpected” of the cultural tourism market during the Spring Festival. Under the background that returning home for the Spring Festival and on-site travel have become the two main themes of the Spring Festival holiday, the new growth and new hot spots of the cultural tourism market can still reflect the new changes and new trends of the cultural tourism industry under the epidemic situation.
national
expected: ice and snow travel fire
unexpected: Hainan tour is not cool
The success of the Beijing Winter Olympics has set off an upsurge of ice and snow tourism. During the Spring Festival holiday of the year of the tiger, the largest indoor ski resort in South China, located in the flower capital of Guangzhou, welcomed many parents and children tourists to “stay at home” to feel the fun of ice and snow.
among the many arrangements for winter vacation, Ziming’s favorite sport is skiing. When the reporter saw her before the Spring Festival holiday, the 10-year-old girl from Dongguan had just finished practicing at an indoor ski resort in Huadu, Guangzhou and was ready to start an hour of physical training. This winter vacation, like her, there are not a few children from the Pearl River Delta who participate in skiing competitive teams. Ice and snow sports have gradually set off an upsurge in Dawan District, where there is no snow.
Approaching the Spring Festival holiday, rongchuang snow has nearly 2000 passengers per capita in the world. According to Gao Rui, deputy general manager of Guangzhou rongchuang cultural tourism city, this good performance undoubtedly stems from the drive of the Beijing Winter Olympic Games. “From January to March, we think it will be a relatively high passenger flow state.” The passenger flow mentioned by Gao Rui includes not only ice and snow sports lovers, but also many consumers who are temporarily unable to go out of the province to experience ice and snow tourism.
looking at the whole country, the ice and snow tourism market in Northeast China continues to heat up. Ctrip data show that during the Spring Festival, ticket reservations to the three northeastern provinces increased by more than 50% year-on-year. In terms of age structure, post-90s users account for more than 40%, becoming the main force of ice and snow tourism; The performance of hotels and scenic spots in Jilin Province is very strong. As of February 5, the order volume of hotels in Jilin Province has increased by 153% year-on-year, of which the order volume of local hotels has increased by 93% year-on-year. The ticket booking volume of scenic spots increased by 98% year-on-year, and the ticket booking volume of night tour scenic spots increased by 85% year-on-year.
According to the big data of the same trip, during the Spring Festival this year, the orders of ice and snow scenic spots across the country increased by 68% compared with the same period last year. Among them, compared with ice and snow sightseeing scenic spots, outdoor skating rinks, ski resorts, ice and snow theme parks and other scenic spots and venues that can truly experience ice and snow sports are more concerned by tourists. Beijing Shichahai ice rink, Sichuan taiziling ski resort, Beijing Jundushan ski resort, Zhejiang Hangzhou Daming Mountain Ski Resort and Guangzhou rongchuang snow world have become popular ice and snow tourist attractions during the Spring Festival.
as hot as ice and snow tourism, there are leisure and vacation tourism in Hainan. Ctrip data show that during the Spring Festival, the number of air ticket reservations to Hainan increased by more than 40% year-on-year, of which 53% were women and 47% were men. With its unique climate advantages and rich health tourism resources, Hainan is welcomed by middle-aged, young and middle-aged users aged 25 to 44 and 55 to 79. According to the official data of Hainan Provincial Department of tourism, culture, radio, television and sports, on the first day of the lunar new year, Sanya, scenic spots and public beaches are full of tourists, and the occupancy rate of many resort hotels in Haitang Bay, Sanya Bay and other Bay areas exceeds 90%; The average occupancy rate of hotels in the province was 57.78%, with a year-on-year increase of 19.7 percentage points; Operating accommodation units in the province received 341100 overnight tourists, a year-on-year increase of 51.7%.
Under the background of keeping pace with the two main themes of “returning home for the Spring Festival” and “local travel”, Hainan, as a famous leisure tourism destination in China, still shows strong attraction during the Spring Festival. On the one hand, it can be seen that the demand for leisure and vacation market is strong, on the other hand, it can also show that the high-quality supply of vacation products in Hainan is still growing.
Guangdong {123567}
expected: the local “micro vacation” is on fire
unexpected: new supply of culture and tourism releases new consumption potential
Since the outbreak, under the background of building a new development pattern of double circulation, Guangdong, as the largest tourist source in China, is gradually becoming the largest tourist destination. The new roles of mutual source and destination make its performance in the cultural and tourism consumption market of the golden week always commendable.
Zhu Shaodong, President of Guangdong travel agency industry association and chairman of Guangzhi travel, believes that although the epidemic has limited people’s travel distance, people’s demand for high-quality tourism products and services as an important way to celebrate the Spring Festival has not changed. The new demands of multi-level travel, such as local life, cultural and tourism integration, leisure and vacation, Wuxi Online Offline Communication Information Technology Co.Ltd(300959) service accelerated integration, instant response, short decision-making flexibility of travel decision-making cycle, and the travel convenience of “starting at home” make the spring festival tourism market not cold.
“not cold” is first shown in the orders of Popular Hotels in the province. according to the order data from Guangzhou travel, hot spring resort hotels and parent-child Hotels with a self driving distance of less than 3 hours are the most popular in the market, such as Qingyuan Fogang Xile Valley parent-child Hot Spring Hotel, Xinxing Xiangshun jinshuitai hot spring town, Guangzhou Forest sea hot spring resort hotel, Guangzhou Chimelong Panda Hotel, etc; The reservation volume of each order, characterized by “parent-child families take the elderly and 2-3 small families travel together”, accounts for 70% of the total order volume. “Micro vacation and family fun” has become the main theme of this year’s Spring Festival Golden Week.
In addition, this year is the first winter vacation under the implementation of the “double reduction” policy. The upsurge of parent-child travel in the city has spread from the winter vacation to the golden week of the Spring Festival. Guided by the provision of new services such as one-on-one in-depth experience study tours, the number of tourists with the theme of parent-child tours and integration into Lingnan culture in Guangzhou doubled compared with previous years.
“not cold” also stems from the fact that Cantonese can swim new ideas when they travel to Guangdong. for example, during the Spring Festival, Gulong Gorge Scenic Spot launched a series of Spring Festival themed activities of “flower Creek, Flower Valley, flowers all over the sky, tiger vitality and power Gulong gorge”. 200000 herbaceous flowers (such as Hydrangea, violet, geranium, beauty cherry and other varieties) are used to decorate the whole Canyon, providing tourists with an all-round three-dimensional flower appreciation experience of “water, land and air”; The “five-star chef tasting feast” jointly created by China Travel and Guangzhou passenger liner company – “century of Zhushui” cultural tourism will bring the gluttonous meal to the ship and inject a multi-level cultural tourism experience into the night tour of the Pearl River; Lingnan Hotel launched the Spring Festival Promotion of “old Guangzhou tour, Lingnan super arrival and play” to meet the needs of citizens for “micro vacation”; The hotel sector of Guangdong travel control group was greatly promoted, and the “micro mall” of Baiyun Hotel was as low as 3.2% off; Beijing road plans colorful folk cultural activities such as Guangdong Hong Kong Macao Dawan District Youth Folk Culture Festival, live performance of “Nanyue palace Ci” Cantonese opera film, performance of the South Vietnamese guard, and advocates more than 50 themed promotion and experience activities to promote the replenishment of cultural and tourism consumption and the release of potential; Zhengjia Plaza pays close attention to the “prime time” and “key links” of night consumption, vigorously develops characteristic night themed activities such as submarine night stay, night exploration rainforest Pavilion, submarine dinner and submarine disco, and explores to create richer and more diversified immersive experience products; Chaozhou ancient city launched the 2022 Chaozhou ancient city wall Spring Festival lantern display, which takes Chaozhou traditional culture and future development as the creative core, integrates with Chaozhou lantern, which is also a national intangible cultural heritage, and Chaozhou unique hundred screen lamps made by Chaozhou local lantern craftsmen, so that citizens and tourists can experience a beautiful light and shadow scene with full tide and annual flavor in the ancient city, It further polished the IP of night tour products in Chaozhou ancient city and activated the “night economy”.
more importantly, the popularity of cultural tourism consumption continues to rise. during the Spring Festival, with the theme of “tiger blessing generates prestige, Dongguan plays Dongguan shopping”, Dongguan makes concerted efforts online and offline, fully opens 242 sports venues in cities, towns and villages, organizes and plans 511 new year cultural, tourism and sports activities to benefit the people, integrates and publishes 10 tourism routes, arranges 5 million yuan of cultural, tourism and sports general consumption vouchers, and provides a rich festival feast for the general public; Jiangmen organized the city’s A-level scenic spots, star rated hotels and guest houses to carry out the activity of “one million preferential benefits for thousands of families · happy trip to Wuyi for the new year” in the city, and promoted cultural and tourism consumption by distributing 1 million yuan of cultural and tourism consumption vouchers; Huizhou held the 2022 Huizhou Cultural Tourism and people benefiting consumption Festival, innovating the way of Online + offline “cloud activities”, providing the general public with new scenes of online cultural tourism consumption, real concessions such as merchants’ profit sharing and special subsidies, so that each citizen can enjoy a preferential subsidy of up to 120 yuan; Shantou launched the “2022 Spring Festival cultural tourism benefit package” and organized some cultural tourism enterprises and businesses to make profits, including tourism benefit, cultural and entertainment benefit, intangible cultural heritage benefit, small park port opening area core block benefit and other benefit activities, with a total value of more than 6 million yuan; Shiqi street in Zhongshan launched the “qilehui” new year goods consumption Festival, and jointly distributed consumption vouchers worth 2 million to citizens in key business districts such as Holiday Plaza and retail enterprises; Zhaoqing, Qingyuan and other places have also sent various forms of tourism consumption vouchers to stimulate citizens’ tourism consumption potential and promote local cultural and tourism consumption.
Under the premise of accurate and effective epidemic prevention and control, many national cultural and tourism consumption point cities seize the peak consumption season of the Spring Festival, tap consumption hotspots and growth points, and further release the consumption potential of residents.
looking at the whole year from the Spring Festival
Dawan district cultural tourism supply innovation shows potential
under the normalization of epidemic prevention and control, although the travel radius is shortened, the consumption demand of cultural tourism is still, and the innovation potential on the supply side of cultural tourism is constantly released.
Experts from the Cultural Tourism Industry Research Institute of Qichuang tourism group analyzed China’s ice and snow leisure tourism market and said that the two main customer groups of ice and snow tourism are the customer source groups mainly in northern provinces and the customer source groups mainly in first-line and second-line cities. The former has a large population base and high frequency, but the customer unit price needs to be improved. the latter is mainly in southern cities. Although the number of people is less and the frequency is relatively low compared with the north, the customer unit price is higher and the aftereffect is greater.
in addition to the leisure consumption market, the supply of tourism products is becoming more and more diversified, quality and sharing, which makes the cultural and tourism market in Guangdong and even Dawan district still full of vitality. According to the public data of Guangdong Provincial Department of culture and tourism, the Spring Festival holiday in the year of the tiger has a strong cultural atmosphere, Wuxi Online Offline Communication Information Technology Co.Ltd(300959) cultural and tourism activities are rich and colorful, and red tours, rural tourism, theme parks, flower tours and hot spring tours are favored.
In addition, personalized and private “customized tour” has become an important option for citizens to travel. statistics from Guangzhi travel show that the number of tourists who choose “customized tour” during the golden week of the Spring Festival this year accounts for 10% of the total number of the club; Among them, there are not only mass customization of family travel, but also customization of enterprise trade unions as employee benefits for employees to choose to stay in Guangzhou for Spring Festival travel; The ratio of the two is about 1:1.
“unit customization” is not only a new highlight of this year’s spring festival tourism market, but also expected to become a new highlight of the annual travel market. This customized service can not only meet the personalized travel needs of team tourists, but also effectively carry out epidemic prevention and control, and test the service quality and fine management of travel service providers.
