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The impact of the epidemic has gradually decreased, and policies have helped the cultural tourism industry usher in a critical period of developmentA series of policies such as "Cultural Tourism Industry Empowering Rural Revitalization", "Digital Cultural Tourism Industry", and "Domestic Tourism Promotion Plan" have been continuously introduced to help the industry recover rapidly.
The situation of domestic tourism has improved rapidly, and it has recovered to nearly eighty percent of the pre-epidemic level: In the first three quarters of 2023, the number of domestic tourist trips reached 36700 million, a year-on-year increase of 76%, has recovered to 80% of the pre-epidemic (2019) level;In the first three quarters, the total domestic tourism revenue reached 37 trillion yuan, a year-on-year increase of 114%.
The number of domestic cultural tourism projects is increasing year by year, the operation of star-rated hotels is constantly improving, and tourists' willingness and confidence in consumption are also rapidly recoveringIn the first half of 2023, the number of star-rated hotels in the country will be 6,663, recovering to 65% of the number in the first half of 2019;The revenue of star-rated hotels totaled 74.2 billion yuan, recovering to 79% of the revenue in the first half of 2019The average price of star-rated hotels is 366 yuan per room night, which has exceeded the average price in the first half of 2019.
Policies have helped the cultural tourism industry usher in a critical recovery period
From 2020 to 2022, due to the impact of the new crown epidemic, the cultural and tourism industry has been impacted, resulting in a sharp decline in the number of domestic tourism trips and total domestic tourism revenue, and various related industries have been greatly affected. With the liberalization and gradual stabilization of the epidemic in 2023, the cultural tourism industry will usher in a period of rapid recovery. At the same time, relevant policies to promote the rapid recovery of the cultural and tourism industry have also been continuously released, setting the tone and direction for the development of the cultural and tourism industry.
The cultural tourism industry empowers rural revitalization.
On January 12, the Ministry of Culture and Tourism and other five departments jointly issued the "Pilot Work Plan for Cultural Industry Empowerment of Rural Revitalization" to promote the integrated development of rural culture and tourism, and promote the construction of a harmonious and beautiful countryside suitable for living, working and traveling.
On June 6, the Ministry of Culture and Tourism issued the "Implementation Plan for the Rural Culture and Tourism Leaders Support Project (2023-2025)", cultivating 500 national rural culture and tourism leaders and a certain number of provincial rural culture and tourism leaders every year.
On July 17, the Ministry of Culture and Tourism and the Bank of China jointly issued the "Notice on Financial Support for the High-quality Development of Rural Tourism", increasing financial support for the high-quality development of rural tourism from the aspects of "increasing credit delivery" and "promoting product innovation and comprehensive services".
On September 11, the first batch of 63 cultural industries to empower rural revitalization pilot list was announced.
Digital cultural tourism industry.
On March 8, the Ministry of Culture and Tourism decided to carry out the pilot work of recommending, selecting and cultivating new spaces for immersive experience of smart tourism, and promote the integrated and innovative development of smart tourism.
On August 3, the Ministry of Culture and Tourism announced the first batch of national pilot projects for the cultivation of new spaces for immersive experience of smart tourism.
On September 8, the Ministry of Industry and Information Technology, the Ministry of Culture and Tourism and other five departments jointly issued the "Three-Year Action Plan for the Innovation and Development of the Metaverse Industry 2023-2025)", proposing to cultivate ecological enterprises with global influence.
On November 22, the inaugural meeting of the Smart Tourism Immersion Professional Committee of the China Culture and Entertainment Industry Association was held in Nanjing.
Domestic Tourism Enhancement Program.
On March 29, the Ministry of Culture and Tourism and the National Development and Reform Commission jointly issued the "Northeast Tourism Development Plan" to promote the transformation, upgrading and high-quality development of the tourism industry in Northeast China.
On September 27, the General Office of the People's Republic of China put forward a number of measures to release the potential of tourism consumption and promote the high-quality development of the tourism industry, focusing on increasing the supply of high-quality tourism products and services, and proposing to promote the in-depth integration and development of culture and tourism.
On November 13, the Ministry of Culture and Tourism issued the "Domestic Tourism Promotion Plan (2023-2025)", in order to further release the potential of tourism consumption, promote the tourism industry to achieve effective qualitative improvement and reasonable quantitative growth, and better meet the people's multi-level tourism consumption needs.
The cultural tourism industry has recovered rapidly
Trillions of market opportunities are emerging
With the decline of the impact of the new crown epidemic, the cultural tourism industry is recovering rapidly, and the factors driving the recovery are: strong support from the policy side, active promotion from the industry side, and explosive demand from the consumer side. It can be seen from the recovery of domestic tourism trips and tourism income that the national cultural tourism industry is recovering rapidly.
: In the first three quarters of 2023, the number of domestic tourist trips reached 36700 million, a year-on-year increase of 76%, has recovered to 80% of the pre-epidemic (2019) level;In the first three quarters, the total domestic tourism revenue reached 37 trillion yuan, an increase of 114% compared with 2022. According to the change trend of total tourism revenue in the first three quarters of 2023, the total national tourism revenue of Ruidaheng Research Institute in the fourth quarter of 2023 will be about 1 trillion yuan, and the total national tourism revenue will reach 47 trillion yuan, which will recover to 82% of 2019.
From the perspective of quarterly data, the number of domestic tourists in Q1-Q3 in 2023 has increased significantly compared with Q1-Q3 in 2022, and the growth rate from Q1 to Q3 is constantly improving, with a year-on-year growth rate of 102% in Q3.
Judging from the passenger traffic data from January to November 2021-2023, the overall passenger traffic in 2023 is higher than that in 2021 and 2022. Moreover, in the second half of the year after the epidemic was released and stabilized, the passenger traffic in each month exceeded the passenger traffic in 2021 and 2022, and both maintained a high year-on-year growth rate, with an average monthly growth rate of 74% from June to November.
Cultural tourism projects continue to grow
Lay the foundation for the long-term development of the cultural tourism industry
It can be seen from the data of newly started projects in the cultural and tourism industry of RCC Engineering Information Network that the number of newly started projects and the newly started area of the cultural and tourism industry are increasing year by year, and the growth rate of the number of newly started projects in the past two years has increased significantly. The main reasons for the rapid increase in the number of new projects in the cultural and tourism industry in the past two years are: on the one hand, the state has vigorously supported the construction of basic services and public facilities in various places in recent yearsOn the other hand, after the epidemic, the cultural tourism industry is ushering in a period of development, and local enterprises are also carrying out forward-looking industrial layouts.
Among the cultural tourism-related projects, hotel projects are also maintaining rapid growth, with hotel projects with an investment of more than 1 billion yuan in 2022 and 2023 increasing by 73% compared with 20193% and 544%。
From the perspective of the development and operation of star-rated hotels, in the first half of 2023, the number of star-rated hotels in the country will be 6,663, recovering to 65% of the number in the first half of 2019;The revenue of star-rated hotels totaled 74.2 billion yuan, recovering to 79% of the revenue in the first half of 2019From the perspective of the distribution of star-rated hotels, the number of hotels above 4 stars in the first half of 2023 will account for 44%, an increase of 11 percentage points compared with the first half of 2019;The revenue of hotels above 4 stars accounted for 80%, an increase of 5 percentage points compared with the first half of 2019.
From the perspective of consumption power, the average price of star-rated hotels in the first half of 2023 will be 366 yuan per room night, which has exceeded the average price in the first half of 2019In the first half of 2023, the revenue per available room of star-rated hotels will be 175 yuan, a decrease of 7% compared with the first half of 2019.
From the above data, it can be seen that the recovery speed of the tourism consumption industry in 2023 will be greatly improved, the revenue level of star-rated hotels has recovered nearly eighty percent, and the proportion of high-end consumption such as hotels with more than 4 stars has also increased significantly compared with 2019, indicating that tourism consumers have high spending power, and the consumption willingness and confidence of consumer groups are also rapidly recovering.