On May 4, the donkey mother tourism network jointly issued the summary report on travel during the May Day holiday in 2022 (hereinafter referred to as the report) with Qichuang tourism group, a leading enterprise in the field of consulting, planning and operation of Chinese destinations and scenic spots. The report shows that local tourism and provincial tourism are still the mainstream during the May Day holiday this year. From a regional point of view, Sichuan, Chongqing, the Pearl River Delta and other regions are more popular. Suburban outdoor scenic spots and parent-child theme accommodation are popular, especially in country parks and forest parks. Camping tents and national style immersion experience theme activities have become popular options for tourists to create a “sense of Festival ceremony”.
According to the report, micro travel for two days and one night is still the mainstream way of travel on May Day this year. In terms of departure time, May 1 and may 2 are the most, accounting for 27% and 36% respectively, indicating that citizens and tourists no longer focus on the first day of holidays, and the trend of peak staggering is more obvious.
Affected by the epidemic prevention and control, the travel radius of tourists has become significantly smaller, and the coincidence between the departure and destination of tourists is high. Local tourism and provincial tourism are the absolute main force. From the perspective of platform reservation, the proportion of tourists who book tourism products in the city is about 65%, and the proportion of tourists who book products in the province is about 30%. Chengdu, Chongqing, Guangzhou, Foshan, Nanjing, Kunming, Hangzhou, Qingyuan, Zhuhai, Wuhan and other places have become the main departure and destination.
Based on the characteristics of epidemic prevention and control and “local people visiting the local”, Sichuan, Chongqing, Guangxi and other places have launched ticket reduction and preferential policies for some cultural and tourism services. For example, during the May Day holiday this year, Huangshan Scenic Spot held the “Alpine Rhododendron Flower Festival” preferential and free activities, and implemented preferential measures such as free tickets for scenic spots and half price cableways and hotel accommodation, attracting many local residents to climb Huangshan to enjoy spring.
In terms of destination attractions, the report said that suburban scenic spots such as country parks, forest parks and rural gardens with fresh air, open space and excellent natural environment are the most popular. For example, in the West Sichuan Bamboo Sea Scenic Spot, Longquanyi happy countryside, New Hope Liuhe Co.Ltd(000876) seed paradise, Huanglongxi happy countryside in Chengdu, many parents take their children to get close to nature and go outdoors during the holidays. In terms of hotel preference, IP theme hotels, Ecological Resort hotels and boutique Theme B & B are the main ones. The occupancy ratio of medium and high-end hotels and boutique B & B is about 8 percentage points higher than that of Qingming holiday, reaching 73%, indicating that the demand for micro vacation continues to rise.
During the May Day holiday this year, tents have sprung up in the grasslands in the parks and suburbs of major low-risk cities. According to the report, the number of tourists booking camping products on the “May Day” holiday platform increased by 70% year-on-year. The main force of camping tourists are young tourists after 95 and 00 and parent-child family customers after 80 and 90. Young tourists barbecue, play games and enjoy social happiness in camping. Young parents mainly experience the joy of walking children outdoors and the vitality of nature.
In addition to the camping theme tour in the suburbs, the immersive national style theme experience scenic spot at the door of the home is also sought after by tourists. During the May Day holiday, Qujiang in Xi’an launched a new clock in place, the immersive Tangfeng marketplace life “Chang’an twelve hour” experience tour, which was popular on Weibo. Starting from entering the gate, tourists can experience and immerse themselves in a hearty trip to the Tang Dynasty.
In addition, the forest park, known as the “natural oxygen bar”, has attracted many tourists during this year’s “May Day” holiday because of its large natural vegetation coverage and high negative oxygen ion content. According to the report, Nanjing Laoshan National Forest Park, Tonglu daqishan National Forest Park, Ningbo Huangxian Forest Park and Yancheng Huanghai forest park have become popular destinations for tourists during the May Day holiday.
Zou Qingling, CEO of donkey mother tourism network, said that under the situation of normalization of the epidemic, the market environment, users, demand and online traffic marketing mode of the tourism industry are undergoing rapid and profound changes. The “new content and new traffic” of the online tourism market has become an important driving force for the recovery of the tourism industry. The market segments of local tourism and peripheral tourism continue to develop, and urban camping, country camping, exquisite camping and various parent-child camps have sprung up. The overall tourism industry is facing new challenges of multi-dimensional reform iteration such as product model and service mode, but at the same time, it is also a new opportunity to grasp the market and cater to the market under the epidemic environment.
