Under the impact of the epidemic, Yixian County, Anhui Province, which has the world cultural heritage of Xidi and Hongcun, received less than 1000 people in each scenic spot during the three-day Qingming holiday. The number of tourists and ticket revenue fell by more than 98% year-on-year.
The national tourism market is also poor. According to the calculation of the data center of the Ministry of culture and tourism, in 2022, there will be 75.419 million Chinese tourists during the three-day Tomb Sweeping Day holiday, a year-on-year decrease of 26.2%; China’s tourism revenue during the Qingming holiday was 18.78 billion yuan, a year-on-year decrease of 30.9%.
Stimulated by the news, the wind catering and tourism index opened lower on April 6 and fell by 3.1% as of noon closing. Within the sector, Zhejiang Ssaw Boutique Hotels Co.Ltd(301073) , China Tourism Group Duty Free Corporation Limited(601888) fell by more than 5% and Xi’An Qujiang Cultural Tourism Co.Ltd(600706) fell by more than 4%. Since this year, the catering tourism index has fallen by nearly 15%.
Qingming holiday passenger flow reduction
Affected by this round of epidemic, the tourism market of Qingming small and long holiday in Yi County, Huangshan City, Anhui Province is light.
1590 ancient buildings of Ming and Qing dynasties have been completely preserved in Yixian County. It has Xidi and Hongcun world cultural heritages, 3 national key cultural protection units, 6 national famous historical and cultural villages, 44 traditional Chinese villages and 88 cultural relics protection units at or below the provincial level. It is known as the “Museum of ancient folk houses of Ming and Qing Dynasties in China” and “the epitome of traditional Chinese culture”. It has always been one of the cores of Huangshan Tourism Development Co.Ltd(600054) .
According to the information released by the Bureau of culture, tourism and sports of Yixian County, the scenic spots of Yixian County actually received 988 tourists in 2022, a year-on-year decrease of 98.17%; The ticket revenue was 51599 yuan, a year-on-year decrease of 98.48%.
Of which, World Heritage Site Xidi ancient village received 93 tourists, a year-on-year decrease of 99.13%, and the ticket revenue was 616200 yuan, a year-on-year decrease of 99.16%; Hongcun, a world heritage site, received 439 tourists, a year-on-year decrease of 98.69%, and the ticket revenue was 31.06 million yuan, a year-on-year decrease of 98.71%. The number of tourists and ticket revenue both fell by more than 98%
Yixian tourism market is not an example, and the national tourism market is also poor.
In Beijing, during the three-day holiday of Qingming Festival, 185 scenic spots (regions) monitored by Beijing received 5.546 million tourists, a year-on-year decrease, but an increase of 3.6 times over 2020, returning to 90% in the same period in 2019. The cumulative total operating income was 283653 million yuan, a slight decrease year-on-year, but an increase over 2020 and 2019.
Nationwide, on April 5, the Ministry of culture and tourism released the cultural and tourism market during the Qingming Festival holiday.
According to the calculation of the data center of the Ministry of culture and tourism, during the three-day Tomb Sweeping Day holiday in 2022, 75.419 million people traveled in China, a year-on-year decrease of 26.2%, and restored to 68.0% in the same period in 2019 according to comparable standards; During the Qingming holiday, China’s tourism revenue reached 18.78 billion yuan, a year-on-year decrease of 30.9%, and recovered to 39.2% in the same period in 2019. No major safety accidents occurred in the national cultural and tourism system.
epidemic prevention and control become the main tone
Epidemic prevention and control has become the main tone of Qingming holiday tourism.
Yixian culture, tourism and Sports Bureau said that the epidemic prevention and control work was fully implemented before and after the Qingming Festival. Carry out a special inspection of the cultural tourism market before the festival; Organize and hold a training meeting on epidemic prevention and control of culture and tourism industry in the county; Strictly implement the information reporting system, require the screening of foreign tourists, and report to the community and competent units at the first time. Strengthen the patrol system of the scenic spot, and disinfect the scenic spot and facilities according to the requirements every day. Major scenic spots from ticket booking, monitoring and double code verification.
Some provinces and cities have closed down the scenic spots directly because of the epidemic and suspended the reception of tourists. Hainan announced on April 3 that up to now, 57 scenic spots in Hainan Province have been closed. Group tours organized by travel agencies in Hainan Province have also decreased sharply. On April 2, there were only 72 teams on the island, with 2089 people in total.
On April 4, Anyang City, Henan Province announced that, according to the needs of epidemic prevention and control, in order to reduce personnel gathering and reduce the risk of epidemic transmission, scenic spots, public cultural stadiums and cultural entertainment places in the city will be suspended from now on, and the specific opening time will be notified separately.
At present, the performance of many listed tourism companies that have disclosed the 2021 annual report is relatively poor. In fact, the fight against covid-19 epidemic has entered its third year. Affected by the epidemic, this year’s spring tourism market has not fully entered the peak season. Some small and medium-sized tourism enterprises, especially in China, have encountered difficulties in their development.
rural tourism order increase
It is worth noting that the cross provincial long-term tourism is poor under the epidemic, but local leisure and near adult tourism are the “main tone” of the Qingming Festival holiday.
According to the location big data monitoring, tourists in the province accounted for 94.9% of the tourists received throughout the province, a new high since the normalization of epidemic prevention and control.
Ctrip released “travel insight during the 2022 Qingming holiday”: affected by this round of epidemic, the popularity of short-distance travel and near outing in Qingming this year is rising.
According to the ticket booking data of Ctrip scenic spot, the orders of surrounding and local tickets account for 88%, and nearly 90% of the tourists visiting the scenic spot choose to travel at home.
Ctrip data show that the proportion of rural tourism orders in Qingming this year has increased by 20% compared with that before the epidemic; Since 2022, rural tourism has recovered 92% compared with the same period in 2019, which is one of the tourism categories with the strongest recovery momentum. During the Qingming Festival this year, the proportion of urban local residents booking home stay in rural hotels reached 60%, with a year-on-year increase of 35%.
In addition, the supply level of online tourism products has been further improved, and all localities use the online tourism products launched by “tourism + technology”. Take Yixian County as official account. This year’s Qingming long vacation, Yixian County online opened the 2022 “tiktok” short video contest, opened up topics and released a notice on the platform of jitter, micro-blog, public address and so on. Up to now, the topic has reached 4 million 430 thousand. Live China slow motion live broadcast focused on Hongcun yuezhao, Xinhuanetco.Ltd(603888) Anhui launched the graphic cloud live broadcast of “beautiful spring in Anhui – seeking dreams in Tachuan”, with a viewing volume of more than 500000 people.
AVIC Securities pointed out that in the short term, cross provincial travel is seriously affected by the epidemic, and there is a strong demand for short-distance personalized tourism. In the medium and long term, the disturbance of the epidemic is expected to promote the accelerated liquidation of offline consumer industries and the transformation and upgrading of business formats, and be optimistic about the anti risk ability and self adversity growth ability of leaders in subdivided industries. At present, the epidemic prevention and control measures distributed in Bodo are accurate and rapid. Under the premise of controllable epidemic in the upcoming may day and summer tourism season, offline consumer demand for catering, tourism and tax exemption is expected to be released intensively and quickly.
