The Spring Festival holiday in 2022 ends. As of 16:00 on February 11, 23 provinces and municipalities directly under the central government have announced the tourism revenue of the Spring Festival holiday in 2022, of which 8 provinces have a tourism revenue of more than 10 billion yuan and 7 provinces have received more than 20 million tourists. Sichuan, Jiangsu, Shanghai, Anhui, Henan, Guangxi, Hubei, Liaoning and other eight provinces are far ahead of the spring festival tourism revenue, breaking the 10 billion mark. The number of tourists received by seven provinces other than Shanghai exceeds 20 million, and the total number of tourists received by Sichuan Province is nearly 60 million.
Compared with the data of the same period in 2019, the Spring Festival in 2022, driven by the Beijing Winter Olympic Games, has greatly released the demand for ice and snow tourism. The tourism revenue ranking of central and northern cities has increased significantly, and the air ticket reservation with the three northeastern provinces as the destination has increased by more than 50% year-on-year. In addition, according to the data of tourists received by all provinces during the Spring Festival holiday in 2022, 91.4% of them choose to travel within 300 kilometers. The trend of “travel within the province” and “suburban travel” is obvious. The total number of tourists received by first tier cities such as Shanghai has doubled. The first and second tier cities are no longer “empty cities” during the Spring Festival, and people prefer the mode of Home Hotel + micro vacation to celebrate the Spring Festival.
23 provinces released the report card of spring festival tourism, and the income of 8 provinces exceeded 10 billion
According to the calculation of the data center of the Ministry of culture and tourism, 251 million Chinese tourists will travel during the seven-day Spring Festival holiday in 2022, a year-on-year decrease of 2.0%, which will return to 73.9% of the same period of the Spring Festival holiday in 2019 according to a comparable standard; China’s tourism revenue reached 289.198 billion yuan, a year-on-year decrease of 3.9%, returning to 56.3% over the same period of the Spring Festival holiday in 2019.
According to the incomplete statistics of 21 reporters, as of 16:00 on February 11, 21 provinces such as Sichuan, Jiangsu, Shanghai, Henan, Guangxi, Hubei, Liaoning, Sichuan and Ningxia had announced the tourism revenue during the Spring Festival holiday in 2022. Among them, Sichuan Province ranks first with a total tourism revenue of 36.4 billion yuan, Jiangsu ranks second with 23.407 billion yuan and Shanghai ranks third with 17.721 billion yuan. In addition, the tourism revenue of Anhui, Henan, Guangxi, Hubei and Liaoning provinces has also exceeded 10 billion.
In terms of the total number of tourists received, Sichuan Province received 59.0584 million tourists in seven days, temporarily leading the country, and Jiangsu Province temporarily ranked second with 33.9492 million tourists. At the same time, the total number of tourists received in Henan, Guangxi, Hubei, Liaoning and Sichuan also exceeded 20 million; In addition, the total number of tourists received by Shanghai and Fujian provinces exceeded 10 million.
From the per capita consumption of tourists, the per capita consumption of the National Spring Festival holiday is 1152 yuan. Among them, the per capita consumption of tourists in Shanghai is the highest, reaching 1613 yuan, followed by that in Hainan, reaching 1392 yuan, while the per capita consumption of other provinces with a total spring festival tourism income of more than 10 billion yuan is less than 700 yuan, including 689 yuan in Jiangsu, 619 yuan in Anhui, 472 yuan in Henan, 631 yuan in Guangxi and 469 yuan in Hubei, Liaoning’s per capita consumption is 453 yuan.
On the whole, spring festival tourism shows a trend of large number of tourists and low personal consumption. The per capita consumption of the Spring Festival in 2022 has increased slightly compared with 1129 yuan in 2021, but it has not yet reached the grand occasion of 1238 yuan per capita consumption during the Spring Festival holiday in 2019, with a total number of 415 million tourists in China. In contrast, in the Spring Festival Tourism report card of 27 provinces in 2019, 19 provinces had a total tourism income of more than 10 billion yuan, and Sichuan ranked first with a total tourism income of 58.042 billion yuan. The total number of tourists received exceeded 80 million, and the per capita consumption reached 704 yuan.
At present, tourists choose more suburban tourism and local tourism. “Although local tourism is relatively strong, its consumption power cannot be compared with that of long-distance tourism. There is no way to fully make up for the loss of tourism revenue caused by the restriction of inter provincial tourism, which only plays a certain role in making up for it.” Wu Liyun, associate professor of China culture and Tourism Industry Research Institute, Beijing International Studies University, pointed out.
the ranking of spring festival tourism revenue in northern and central provinces increased significantly
Comparing the Spring Festival Tourism report card of 21 provinces in 2022 with that of 27 provinces in 2019, it is found that the spring festival tourism revenue ranking of northern provinces such as Liaoning and Jilin and central provinces such as Hubei, Henan and Anhui has significantly improved. The enthusiasm for ice and snow is intertwined with the booming Chinese year. “Sharing the flavor of ice and snow” has become the hottest way to travel this Spring Festival, driving the development of tourism in the central and northern regions with rich ice and snow resources.
According to the “2022 Spring Festival Tourism summary report” released by Ctrip, as of February 5, the booking volume of ski theme hotels during the Spring Festival increased by 54% year-on-year, and the ticket orders of ice, snow and ski scenic spots increased by nearly 40% year-on-year. Among them, the air ticket reservation with the three northeastern provinces as the destination increased by more than 50% 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. Skiing has also become one of the five hottest scenic spots in the Spring Festival this year. Qunar data shows that skiing entered the three “search hot words” of the platform for the first time, and the other two hot words are “hot spring”, “Sanya” and “ice and snow + hot spring”. The number of tickets sold in the platform ski resort doubled compared with last year’s Spring Festival holiday.
There is no doubt about the gold absorption ability of ice and snow tourism. In Harbin, Heilongjiang, Baishan, Jilin, Altay, Xinjiang, Shennongjia, Hubei and other places, the booking of surrounding hotels driven by ice and snow tourism exceeded more than twice that of the same period last year. In terms of passenger unit price, Yunnan Lijiang Yulong Snow Mountain Ski Resort, Jilin Changbai Mountain Tourism Co.Ltd(603099) International Ski Resort and Jilin Songhua Lake Ski Resort have become the most “gold absorbing” ski resorts. According to the data of qunar platform, in these snow fields, most passengers choose to stay for more than 2 nights, and the passenger unit price is more than 2000 yuan. The night price of some hotels around Yulong Snow Mountain in Lijiang reaches more than 4000 yuan.
At the same time, ice and snow sports break the time and space constraints, the drainage of ski resorts in the inner suburbs of northern cities is obvious, and southerners are happy to punch in the indoor ice and snow park. During the holidays, 39.7% of tourists participated in ice and snow tourism projects during the holidays. The popularity of ski resorts such as Jiangjunshan, Changbai Mountain Tourism Co.Ltd(603099) , Beida lake and Songhua Lake has not decreased. The ticket volume of Taiyuan Wulong lake ski resort has increased three times over the same period last year. Ski resorts around Beijing such as Huaibei, Nanshan and Jundushan have become the best choice to replace Chongli ski resort. The passenger flow of Guangzhou rongchuang snow world and Shanghai snow one ice and snow park increased significantly, skating and skiing became more and more popular, and minority sports such as curling and hockey created new formats and models at the same time. The skiing tropics moved the volume and price of hotels and home stay around the ski resort, and the night price of some hotels around Yulong Snow Mountain in Lijiang reached more than 4000 yuan. Thanks to the rising popularity of skiing in Liupanshan, Shenlongjia, Xinglong Mountain and other places, the recovery of holiday tourism market in Ningxia, Hubei, Gansu and other provinces and regions has reached the national leading level.
first and second tier cities are no longer “empty cities” during the Spring Festival
“The third spring festival under the influence of the epidemic changed the empty city phenomenon of the first and second tier cities in previous years.” Dai bin, director of the data center of the Ministry of culture and tourism, said in the “2022 Spring Festival holiday tourism market data report”.
According to the data of 2019, the total number of tourists received during the Spring Festival holiday in Shanghai was 5.092 million, while it reached 10.9836 million in 2022, doubling the number of tourists received during the holiday.
The epidemic prevention requirements of encouraging the local Chinese new year make the travel of this year’s Spring Festival show the trend of “local travel” and “suburban travel”. Short distance local and suburban peripheral travel has increased the market activity of tourist source areas, the travel distance of residents has decreased slightly compared with the same period last year, and the nearby release of tourism demand is obvious. 29.1% of tourists said that they would turn medium and long-term tourism into short-range tourism within the province. The proportion of tourists who choose to travel within 300 kilometers reached 91.4%. Looking for “New Year’s flavor” locally has become the choice of more and more people for the new year.
According to the data of tourists received by provinces during the Spring Festival holiday in 2022, tourists in the province accounted for 78.3%, and tourists from cities inside and outside the province accounted for 26.1%. The average travel radius of tourists is 131.8 kilometers, a decrease of 1.5% compared with the same period of the Spring Festival last year; The average recreation radius of the destination is 8.3km, an increase of 9.2% over the same period of the Spring Festival last year, showing a slight contraction in the travel radius and an increase in the activity of the destination. In other words, most tourists still travel within the province or the city.
At the same time, the length of travel has also been reduced, with 86.8% of tourists scheduled for 1-3 days. Compared with a multi day long-distance trip, tourists prefer to arrange multiple short-range trips during long holidays. “From a regional perspective, the pattern of heat in the South and temperature in the north, rising in the East and falling in the West has not changed.” Dai bin concluded.
residential hotel + micro vacation has become a new model of Spring Festival Tourism
“Residential hotel” has become a new choice for consumers who spend the new year in place or visit relatives in reverse. According to the data of Ctrip platform, as of February 5, the hotel search heat continued to rise during the Spring Festival, up 81% year-on-year. The trend of local tourism is obvious, and the orders of local hotels account for about 60%. Dai Bin said: “going to a suburban home stay to ‘pack a small courtyard for the new year’ and choosing a boutique hotel in the urban area for on-site vacation have also become new highlights of holiday tourism consumption.”
In terms of type selection, Theme Park hotels and star quality hotels in the suburbs of the city are favored by more consumers. According to the hotel order data of tuniu tourism network, during the Spring Festival holiday this year, the bookings of high-quality star hotels and Theme Park hotels increased by 53% year-on-year, and star resort hotels in the suburbs of some cities are more difficult to find a room. Ctrip data show that during the Spring Festival, the orders of hot springs, parent-child and other theme hotels are expected to account for 55% and 12% of the total orders respectively.
The Hotel Spring Festival tide has made a great contribution to the growth of tourism revenue in Shanghai during the Spring Festival holiday in 2022. Relevant staff of Shanghai Municipal Bureau of culture and tourism said: the trend of local residents staying in the hotel for the new year this year is more obvious than any previous year. The average occupancy rate of the hotel has reached 40%, an increase of about 5 percentage points compared with previous years. This is only the average level. It is almost difficult to find one room in the surrounding high-end B & B and high-end resort hotels in the city.
In addition to the income from the accommodation industry, the income from artistic performances has also fully contributed to the emergence of Shanghai. “The number of theatrical performances in the city has increased by 30% compared with previous years. These two have not only brought accommodation income and ticket income, but also indirectly stimulated the surrounding food, housing, travel, shopping and entertainment.” Staff said.
In order to meet the new needs of tourists to share local life and participate in local cultural activities, the main body of the tourism market is also cultivating new driving forces and creating new models. The “micro tourism” series products developed by spring and autumn tourism include the red lines of sightseeing buses at the first, second and fourth conference sites of the party, the theme lines of “urban micro tourism, buildings can be read” and micro vacation products in suburban areas. Instead of closing during the Spring Festival, they have increased their operation investment. A variety of innovative projects have been widely recognized by citizens and tourists, and have also been included in the government’s public cultural procurement catalogue.
The destination operation sector innovated and expanded during the epidemic also received due market returns at the end of the year. The cultural leisure and tourism vacation products launched by the travel agencies and hotels of Lingnan business travel group meet the festival needs of hosts and guests to share a better life, and obtain multiple returns from business and reputation. Qunar home stay platform Tujia promoted the “package a small courtyard for the new year”, which increased the order volume of single family home stay during the Spring Festival by 56% year-on-year, with an average price of 3126 yuan per night and an average stay of 2-3 days. Coupled with catering and other consumption, the customer unit price has exceeded 10000 yuan.
“All physical spaces that can meet the people’s yearning and pursuit for a better life should be open to local citizens and foreign tourists.” Dai bin stressed. Mass tourism has entered a new stage of all-round development, and began to enter a well-off tourism. The travel mode has shifted to self driving, self-help and family travel. Nearly 50% of tourists choose self driving travel, and the proportion of travel with family, friends and couples is 76.6%. Parent-child research and family leisure are the main travel motives, accounting for 38.4 and 50.3% respectively.
Micro tourism and micro vacation based on cultural tourism integration and host guest sharing can bring new experiences to residents and tourists in the name of culture, art and technology. During the Spring Festival, Anhui Xuanyan Cultural Park launched “cultural research and learning micro travel”, Yunnan Provincial Museum integrated into the live script “tracing the ancient town”, and Maoming actively promoted the “micro vacation” rural tourism belt, which were all favored and sought after by tourists. Theme parks, ice and snow world, forest parks and other tourism spaces have become a happy place for family and parent-child tourism. Consumption promotion policies such as consumption coupons and electronic gift packs issued by various regions have helped accelerate the recovery of the tourism market. During holidays, 22.0% of tourists participate in urban night tours.
