With the promotion of the national strategy of rural revitalization, the rural tourism market continues to heat up, and more and more tourists turn their eyes to the countryside to feel the visible mountains and rivers and touch the countryside.
Since 2018, the theme of "touring in the countryside" has been continuously updated by users, and the "touring in the countryside" has also become a popular theme since 2018. According to the relevant data of China Tourism Research Institute, in 2019, the total number of rural tourism trips in China was 3.09 billion, an increase of 9.7% year-on-year, accounting for more than half of the total number of trips in China; The total income of rural tourism was 1.81 trillion yuan, a year-on-year increase of 11.3%. From January to may 2021, the number of rural tourists reached 866537 million, an increase of 55.5% over the same period in 2020.
favorable policies light up the market prospect, and rural tourism is entering more people
The continuous expansion of rural tourism market is inseparable from the continuous deepening and promotion of relevant policies.
In August 2021, the Ministry of culture and tourism issued the announcement on publicizing the list of the third batch of national rural tourism key villages and the list of the first batch of national rural tourism key towns (townships). 199 villages are proposed to be selected into the third batch of national rural tourism key villages, and 100 towns (townships) are proposed to be selected into the first batch of national rural tourism key towns (townships). Previously, 1000 villages have been successively selected into the first and second batch of national rural tourism key villages.
On February 11, 2022, the State Council issued the "14th five year plan" to promote agricultural and rural modernization, which emphasized the important role of optimizing rural leisure tourism in the development of new business forms of rural industry, and pointed out that relying on the resource advantages of rural scenery, green water and green mountains, village buildings, local culture, folk customs and so on, we should build a number of key counties of leisure agriculture, high-quality parks of leisure agriculture and key villages and towns of rural tourism. Promote the integration of agriculture with tourism, education, health care and other industries, and develop new forms of leisure agriculture such as pastoral health care, research and popular science, farming experience, leisure fishing and home stay health care.
On March 1, the first document issued by the Ministry of agriculture and rural areas in 2022 proposed to refine and optimize rural leisure tourism. Create a high-quality project. Implement the rural leisure tourism promotion plan, build a number of national key counties of leisure agriculture, and select and promote China's beautiful leisure villages and high-quality scenic spots of rural leisure tourism. Promote the integration of agriculture, culture and tourism. Support the cultivation of rural cultural products with agricultural characteristics, and vigorously develop leisure experience products such as rural accommodation, rural tourism, rural food, rural shopping and rural entertainment. Promote the inclusion of qualified rural leisure tourism projects into the scope of science popularization bases and primary and secondary school student agricultural labor practice bases. All localities are encouraged to support the development of rural home stay and farmhouse featured villages (points) through the purchase of services and fixed-point procurement.
urban families are keen on "returning to the garden" and suburban self driving has become the mainstream way of travel
According to the travel data of tuniu tourism network in 2021, Shanghai, Beijing, Nanjing, Guangzhou, Shenzhen, Tianjin, Wuhan, Hangzhou, Chengdu and Hefei are the main tourist sources of rural tourism. Daily life in the bustling and noisy city, daily life in the bustling and noisy city, makes more and more people yearn for the rural tourism experience of immersing in the poetic landscape and countryside and feeling the harmony and serenity between chickens and dogs.
In terms of destination selection, Yixian County, Anhui, Wuyuan, Jiangxi, Anji, Zhejiang, Yuanyang, Yunnan, Altay, Xinjiang, Nanjing, Jiangsu, Xuanen, Hubei, Xinyang, Henan, Beijing, Tianjin and other places have become the hot spots of annual rural tourism. Among them, Hongcun village, Xidi Village, Huangling village, Yucun village, Hani folk village, Hemu village and other places are the most famous. These ancient towns, villages or villages have a long history and culture, rich national atmosphere, or beautiful natural scenery, which attract the footsteps of many tourists with distinctive local characteristics.
In this list of popular destinations, "Hongcun Xidi 1-day Tour", "Wuyuan private group 3-day Tour", "Anji 2-day Tour", "Kunming + Fuxian Lake + Jianshui + Yuanyang + bisezhai + Puzhehei + Maitreya 6-day Tour", "Kanas + Hemu + KEKETUOHAI + Baisha Lake 8-day Tour", "Nanjing Gaochun self customization 2-day Tour", "Enshi Shizi pass + Xuanen wujiatai 1-day Tour", "Xinyang Nanwan Lake 2-day Tour", "Beijing Cuandi village + Lingshui Juren village 1-day Tour", "Tianjin Tonghua boutique home stay 2-3-day self driving tour" And become the best-selling rural tourism products of the year.
From the distribution of rural tourism customers, travel orders with the elderly and children account for 37% of the total travel orders, among which urban families are the main customers. In terms of travel mode, self driving is the first choice for everyone to travel together, and the travel radius is mainly within 3 hours around.
"tourism helps agriculture" optimized products let tourists take away more rural memories
"Nowadays, tourists' expectations for rural tourism no longer stay in the natural scenery. Rural food, folk customs, ancient village relics, high-quality guest houses, local specialties and cultural products are all important considerations." The person in charge of rural tourism products of tuniu tourism network said that for tourists, what they most want to harvest in the rural destination is the unique life and cultural experience, and the characteristic products with theme labels such as food punch in, ecological sightseeing, cultural research and study, health and vacation are more popular. In this regard, tuniu continues to optimize the structure of rural tourism products, enrich tourists' travel experience, and turn rural tourism into a "memory that can be taken away".
Through in-depth cooperation with popular rural tourism destinations, tuniu product R & D team has integrated characteristic rural elements and successively launched a series of customized rural "wine + scenery" packages and themed group tour products to further improve tourists' travel experience. Taking Hongcun village in Anhui Province as an example, this famous historical and cultural village, which was founded in the Southern Song Dynasty, is backed by yangcangling and Leigang mountain, the remaining veins of Huangshan Mountain. It is flourishing all year round. It is also famous all over the country for its scenery such as spring dawn of Nanhu Lake, ancient trees in front of pavilions and reading of academies. In order to enable tourists to immerse themselves in exploring the "painted village", tuniu strictly selects the characteristic Inn in Hongcun scenic area among the products of niuren special line "Hongcun 2-day Tour" and private group "Huangshan Hongcun 3-day Tour". Tourists can arrange their own itinerary, watch the dawn, dusk and starry night of the countryside, and roam in the historical mark of ancient Huizhou.
In addition to making efforts in rural tourism products, tuniu has also continued to plough deeply in helping agriculture. In 2020, tuniu launched the "same breath, common war on epidemic - Oasis plan", launched the "tuniu love to help agriculture - national local specialty package mail" service, launched a steady stream of destination assistance Shenzhen Agricultural Products Group Co.Ltd(000061) and gained the recognition of all sectors of society.
Taking Gaogang village in Gaochun, Nanjing, a new rural tourist destination, as an example, the local government comprehensively combed the resources in the village and built the idle houses into cultural and tourism experience spaces such as bamboo creation space, school, children's dream field, rice cake shop, tofu shop, cafe and home stay, providing new leisure and vacation options for tourists around East China. Based on the continuous exploration of local tourism resources, the Gaogang market built by tuniu and Gaogang village brings together Gaogang rice, rapeseed oil, dried beans, shrimp sauce and other local specialties, so that tourists can not only feel the local customs, but also bring the original "Gaochun flavor" home.
In March this year, the online integrated service platform of Ji'an special product, "cloud habitat, Ji'an, good things", was officially built in tuniu.com mart market by the Ji'an Business Bureau. It meets consumers' demand for Ji'an's top quality goods through the "Internet plus" e-commerce platform. At present, the official flagship store of "yunhengluling · Ji'an Haowu" tuniu has attracted more than 10 local enterprises in Ji'an to recommend local and foreign tourists with local special products such as gougunao, black chicken, rice, mountain bamboo shoots, honey pomelo, tea oil, Gan wine, luggage and so on.
"In the future, tuniu will continue to optimize the depth and breadth of cooperation with destination enterprises, closely focus on local brand IP, build a diversified industrial system of consumption integration, bring more rich and diverse rural tourism products to tourists, and better meet users' rural tourism needs." The relevant person in charge of tuniu tourism network said.
"live in the landscape and countryside" characteristic home stay, field camping and upgrading rural vacation experience
When rural tourism is no longer limited to the form of "farmhouse fun", but gradually changes to the compound type of sightseeing, leisure and vacation, the consumption mode of rural tourism also transits to vacation type in-depth experience tourism, and the demand for rural accommodation becomes hot.
Compared with Gaoxing Hotel and economic chain hotel, characteristic rural B & B has become the choice of more rural tourism users. With the expansion of rural B & B market, all kinds of residential houses and villages have become tourism facilities and landscapes. Villagers can transform their vacant houses into guest rooms, and make a new experience of rural tourism through humane reception; The entry of tourism enterprises not only brings new thinking, technology and methods, but also improves the quality of rural tourism practitioners and the overall level of rural tourism.
In xijingyu village, Yuyang Town, Jizhou District, Tianjin, the Tung painting boutique B & B invested and built by tuniu has attracted much attention from the industry. Xijingyu village's unique stone masonry style and simple and elegant folk customs have won many national awards such as "famous Chinese historical and cultural village", "Chinese traditional village", "Chinese beautiful leisure village" and "national key rural tourism village". In 2020, it was listed as the pilot construction unit of functional integration of national cultural and tourism public service institutions by the Ministry of culture and tourism. It has attracted many tourists and film and television institutions all year round Scenery selection.
Tuniu chooses the site of the high-quality guest house with tung painting in xijingyu, integrates the natural, cultural, historical and other resources in the village, retains the unique stone cultural elements of xijingyu village to the greatest extent, and sets up visual designs such as glass partitions on the original stone walls of the building, which not only allows tourists to enjoy the natural stone landscape of xijingyu, but also enhances the warmth preservation of the building itself. The B & B also adds landscape spaces such as viewing courtyard, private swimming pool and resting roof, which fully integrates the characteristic landscape of the village and brings more comfortable experience to tourists.
While rural B & B became popular, tuniu launched the series of "2-3 day self driving tour in Changzhou Maoshan forest world" and "2 days and 1 night in Chatian tent room of RV tent camping base" around the theme of "mountain countryside", which became the "net red" products of 2021. Tourists can not only experience extreme grass skiing, net red swing, sky trail, Maoshan jungle rafting and other mountain amusement projects in Changzhou Maoshan forest world Choose Hotels with different themes and characteristic B & B, and you can also stay in the tent camping base, stay at home at night, enjoy the all-round star viewing experience, and harvest the quiet and comfortable memories of mountain vacation.
As the weather gets warmer, a number of pre-sale products including special camping experience projects, such as "9-day and 8-night tour of the northwest ring road of RV private group", "2-day and 1-night self driving package for camping in Mu Ren Sun Valley, Lin'an", "2-day and 1-night self driving tour in Himalayan wild luxury tent camping site in Dongtai, Yancheng", "2-day and 1-night self driving tour in home stay in Mu Ren Congxing camp, Huzhou", are gaining popularity. At the same time, The reservation policy of "second appointment, non refundable" is also escorting tuniu users to "store at ease" and "travel at ease".
Nowadays, more and more post-90s and post-90s people have packed their bags and embarked on rural tourism. The demand for younger and personalized vacation of rural tourism products is becoming stronger and stronger, which also gives birth to more diversified travel experience projects. Enjoy yourself in the field during the day and embrace the bright galaxy in the tent at night - rural camping is coming as a new trend.
