During the Spring Festival holiday, various places have "brightened their backgrounds" and "made big moves" to hold a variety of cultural and tourism activities to attract citizens and tourists to visit and experience the full flavor of the New Year. The picture shows that a few days ago, tourists performed in the Qingming Shanghe Park Scenic Area in Kaifeng City, Henan Province. Xinhua News Agency (photo by Tan Yuzeng).
The cultural tourism market has exploded out of the circle, and domestic travel, outbound travel, and inbound tourism have blossomed in many places; The box office of Spring Festival movies hit a record high, and the attendance rate of various theaters continued to rise; The atmosphere of traditional cultural consumption such as visiting markets, viewing lanterns, and watching performances is becoming stronger and stronger, highlighting the ...... cultural characteristicsDuring this Spring Festival holiday, China's consumer market continues to be hot.
As the most concerned traditional festival in China, the Spring Festival is an important window to observe consumption trends. With the opening of the curtain of the Year of the Dragon in the eight-day "extended version" of the Spring Festival holiday, the continuous release of domestic demand potential further confirms the resilience and vitality of China's economy.
Tourists' enthusiasm for tourism has been accelerated, and the popularity of "north-south cross-border travel" has continued to grow.
On February 13, the fourth day of the Lunar New Year, the Olympic Sailing Center and the May Fourth Square Scenic Area on the shore of Fushan Bay in Qingdao, Shandong Province were full of tourists. The layers of waves and seagulls flying wave by wave constitute a beautiful picture between the sea and the sky.
At 5:15 p.m., at the K2 pier of the Olympic Sailing Center, the afterglow of the setting sun sprinkled on the sparkling sea, reflecting a "sea of oranges". Mr. Zhang, from Weifang, Shandong Province, and his 7-year-old son lined up to board the ship. "We came to Qingdao for the Chinese New Year, two days ago we took a boat out to sea to feed the seagulls, and today we took the orange sea line to enjoy a romantic sunset on the sea and the night light show of Fushan Bay. Mr. Zhang said.
During the Spring Festival holiday, tickets for popular routes are sold out almost every day. The staff of the ticket office of Qingdao Olympic Sailing Marine Cultural Tourism Zone told reporters.
"Qingdao from the sea" is a highlight project of Qingdao's tourism quality improvement. Since the beginning of winter, Qingdao Tourism Group has launched special route products such as "Orange Sea Special Line Around Fushan Bay", "Ferry Remembrance Line between Olympic Sailing Center and Qingdao Ferry Remembrance Line" and "Gull Chasing Waves" in Charming Three Bays on the basis of regular routes to meet the needs of tourists for high-quality sea travel. It is understood that the number of visitors to Qingdao's sea route during the Spring Festival this year hit a record high, and the cruise business received more than 10,000 people in a single day.
On February 17, the "2024 Spring Festival Travel Report for the Year of the Dragon" released by the Ctrip platform showed that during the Spring Festival holiday, domestic, outbound and inbound travel blossomed in many places, with a significant year-on-year increase and exceeding the level of the same period in 2019. Ticket orders for domestic scenic spots increased by more than 60% year-on-year, and ticket orders for overseas scenic spots increased by more than 130% compared with 2019; The trend of tourism consumption upgrading is obvious, the average price of tickets and entertainment orders has doubled year-on-year, and the per capita ** of customized tourists has increased by two percent year-on-year.
In the ancient city of Chaozhou, Guangdong, the lantern exhibition with the theme of "Beautiful Chaozhou and Longteng Prosperous Age" is gorgeous and bright, presenting visitors with a profound Lingnan cultural feast; In Huangshan, Anhui Province, tourists can not only watch the "fish lantern" in Wang Mantian Village, but also learn paper-cutting, emblem pen making, and watch Huangmei Opera ...... in the surrounding ancient villagesRelying on the endowment of local characteristic resources, all localities have launched special activities for cultural tourism during the Spring Festival around the themes of New Year's customs, parent-child, and family, bringing fresh gameplay and diverse choices for New Year travel.
Go to the north to enjoy the ice and snow world of thousands of miles of ice and snow; Go to the south to enjoy the blue sea and blue sky, warm and humid island holiday ......During this year's Spring Festival, the popularity of "north-south cross-border travel" continued to heat up. Travel data shows that since the start of the Spring Festival, residents of northern cities have gone south, and Shanghai, Chengdu, Guangzhou, Shenzhen and other cities have become popular destinations for northern residents. Residents in the southern region have embarked on a journey to the north, and Beijing, Xi'an, Harbin and other cities have become popular destinations for southern residents to travel to the north.
The different natural environments and cultural atmospheres in the north and south meet the psychological demands of consumers to explore new things. Hong Yong, an associate researcher at the Institute of E-commerce of the Ministry of Commerce, told reporters that the first and tourism enterprises in various places have strengthened the publicity and marketing activities of different regional markets, which has effectively stimulated the interest of tourists from the north and the south to visit each other, and is also an important reason for the popularity of "cross-border travel between the north and the south".
The demand for outbound tourism market has accelerated, and Chinese and foreign tourists have "gone both ways" to spend the festival.
The accelerated release of the outbound tourism market demand has become a highlight of the Spring Festival tourism market. According to data from the Alipay platform, during the 8-day holiday, the amount of overseas consumption by users on the platform increased by 140% year-on-year. Among them, Southeast Asia was driven by the visa-free policy, and the consumption amount surged by 580% year-on-year.
In Kuala Lumpur, Malaysia, the lights of the landmark Petronas Twin Towers on the night of the Lunar New Year turned "Chinese red"; In Bangkok, Thailand, stalls on Yaowarat Road, where the local Chinatown is located, are lined with stalls of various New Year's ......The strong flavor of the Chinese New Year impressed Chinese tourists visiting Southeast Asia during the Spring Festival holiday. Momo, from Shanghai, chose to spend his long holiday in Singapore: "There are many 'Chinese dragons' decorations in the malls and streets of Sands. Eating in Chinatown, there is a Jiangsu cuisine that is particularly authentic, and the New Year's goods market on several nearby streets is also very lively, and the Spring Festival atmosphere is full! ”
Following the announcement of the visa facilitation policy with Malaysia in November last year, China signed mutual visa exemption agreements with Singapore and Thailand in January this year. With the continuous expansion of the "visa-free circle of friends", it is more convenient for Chinese citizens to leave the country, attracting many Chinese tourists to go abroad for the Chinese New Year. Considering factors such as favorable visas, warm climate, flight recovery, and flight distance, Southeast Asia has become a popular travel destination for the Spring Festival in 2024. According to data from Ctrip, during the Spring Festival, Chinese tourists' travel orders to Singapore, Malaysia and Thailand increased by more than 15 times year-on-year.
The implementation of mutual visa exemption between China and Thailand has reduced the threshold and cost of tourism, which will greatly facilitate the people of China and Thailand, inject strong impetus into the recovery of Thailand's tourism industry, and at the same time make 'China and Thailand one family' closer to each other. Wu Mingyang, vice chairman of the Thai-Chinese Tourism Chamber of Commerce, said.
The significant extension of the outbound travel distance is another significant feature of this year's Spring Festival tourism. According to the statistics of the Qunar platform, during the Spring Festival holiday, the footprint of Chinese tourists involved more than 100 countries around the world, and the travel orders covered more than 1,700 cities around the world. International hotel bookings grew 4 percent year-over-year7 times, up to 14 times increase in international air ticket bookings. Fliggy's data also shows that destinations such as New Zealand, Russia, France, the United States, and Egypt are growing rapidly, with a year-on-year increase of nearly 15 times in bookings, and popular destinations for outbound travel are expanding from a "4-hour flight circle" to a "12-hour flight circle".
Chinese and foreign tourists "go both ways" to spend the festival together. During the Spring Festival, the Ministry of Culture and Tourism held nearly 500 cultural exchange activities in nearly 100 countries and regions overseas for the 2024 "Happy New Year", and Chinese tourists celebrated the Year with local residents around the world. As a traditional Chinese festival, the Spring Festival also attracts tourists from all over the world to experience the splendid Chinese culture. According to data from Ctrip's platform, the number of new visa-free tourists from countries such as France, Germany, Italy, the Netherlands, Spain, Malaysia, and Singapore has increased significantly, and the total number of inbound travel orders on the first day of the Spring Festival holiday has increased by 90% compared with 2019.
With the continuous recovery of international routes, the further improvement of entry convenience, the continuous repair of the inbound tourism chain, and the active promotion of tourist destinations and market entities at all levels, the recovery prospects of China's inbound tourism in 2024 are relatively optimistic. Liu Xiangyan, an associate researcher at the China Tourism Academy, said.
China's inbound and outbound tourism is on the rise, helping the recovery of the international tourism market. According to the World Tourism Barometer released by the World Tourism Organization on January 19, international tourist arrivals are expected to return to pre-pandemic levels in 2024. China's outbound and inbound tourism market is expected to grow rapidly in 2024 due to visa facilitation and increased air capacity. According to the "China Outbound Tourism Development Report (2023-2024)" released by the China Tourism Academy a few days ago, with the momentum of China's tourism market and the increasing willingness of residents to travel abroad, the pace of international tourism recovery is expected to accelerate significantly.
The Spring Festival film market has a strong trend, breaking the box office record of the Spring Festival stalls in Chinese film history.
On February 11, the second day of the Lunar New Year, in Wenling City, Zhejiang Province, many Spring Festival film billboards were placed in prominent positions, and many audiences waited outside the theater to enter.
A theater staff told reporters that more audiences came to watch movies this year than in previous years, and the number of scheduled films has also increased. "At present, the two movies "Hot and Hot" and "Flying Life 2" have the highest attendance, and they can be almost full during the peak viewing period in the afternoon and evening, and many viewers have bought tickets for the first and last rows. ”
I just finished watching "Hot and Hot", and the long shots before the boxing match were very burning. After reading it, I feel that no matter when I start, it will be too late, and to overcome myself is to win. Ms. Fang, who walked out of the cinema, told reporters that she had watched two Spring Festival movies, "This year's Spring Festival holiday is long, and I am ready to brush a few more, but it is not easy to buy tickets for good times, and many people watch them together as a family." ”
This year's Spring Festival film market is strong. According to the data of Lighthouse Professional Edition, as of 17:41 on February 17, the total box office of the Spring Festival stalls in 2024 will exceed 8 billion yuan, breaking the box office record of the Spring Festival stalls in Chinese film history.
Among the Spring Festival movies, "Hot and Hot", "Flying Life 2" and "Bear Infested: Reversal of Time and Space" ranked among the top three at the box office. Many viewers told reporters that the comprehensive level of film creation during the Spring Festival is relatively high, and the rapid progress of domestic films is gratifying. Many of the films are based on family comedy elements, which are highly in line with the viewing atmosphere of the schedule, and also contain thoughts on the fate and growth of society and individuals.
Overall, the 2024 Spring Festival movies have achieved a bumper harvest at the box office and word of mouth. On February 16, the "Chinese Film Audience Satisfaction Survey 2024 Spring Festival Files" jointly released by the China Film Art Research Center and Yien showed that the audience satisfaction score of the Spring Festival stalls was 859 points, the second place in the survey of 9 Spring Festival stalls since 2015, and the fourth place in the satisfaction of each schedule in the historical survey.
This Spring Festival stall is not only popular, but also a large number of viewers "sink" to second-tier and third- and fourth-tier cities with the Spring Festival and cultural tourism. From February 10 to 14, data from Lighthouse Professional Edition showed that third- and fourth-tier cities became active moviegoers, with a box office share of more than 54%, significantly higher than last year.
Some industry insiders pointed out that at present, watching movies is still a relatively affordable choice in various entertainment activities. In recent years, domestic cinema and screen resources have further "sunk", and the distribution of eastern, central and western regions has been enhanced, covering more third- and fourth-tier cities, and the projection equipment has also been upgraded. During the Spring Festival, the flow scale of billions of people in China and the "cultural tourism fever" that emerged in various places were better integrated with film consumption, injecting new momentum into the Spring Festival film market.
The boom in supply and demand in the market reflects the continuous recovery of China's economy.
Festive consumption is an important window to observe consumption trends. Buy New Year's goods, enjoy dragon lanterns, dragon and lion dances, watch folk customs, and visit the annual party ......From offline to online, from the city to the countryside, the hot consumption scene of the Spring Festival highlights a strong New Year atmosphere.
Offline, the commercial block is crowded. According to the big data monitoring of the Ministry of Commerce, on Chinese New Year's Eve, the passenger flow and turnover of the national demonstration pedestrian street increased by 26 percent year-on-year9% and 217%。In Wangfujing Commercial Street, Beijing, merchants are hung with red lanterns, Chinese knots, "Fu" and other New Year's decorations in a conspicuous position, and all kinds of New Year's goods are replaced with festive packaging full of New Year's flavor, and a number of businesses have launched various forms of interaction and activities. With the two naked-eye 3D screens in the department store and Maolong as the core, the multi-screen digital linkage strings up the six public large screens in Wangfujing, and the glazed golden dragon shuttles through the large screen in Jinjie, attracting tourists to stop and watch.
On the first day of the Lunar New Year, the company sold the Year of the Dragon headband at the temple fair, and the business was very good, plus the other food and drink sold, the total income was about 5,000 yuan a night. Xiao Na, a merchant in Fuzhou, Fujian, told reporters that she rushed to the temple fair during the Spring Festival, and there were many people to go, which was too powerful, and she would prepare more goods next time. ”
Chinese New Year's Eve dinner and reunion dinner dine-in are hot. "Relatives reunited, I want to book a big table to eat, I didn't expect it to be so tight, the restaurants that are often visited nearby have not been booked, and almost all the slightly larger restaurants need to queue up. Ms. Li, a consumer in Fuzhou, sighed. The reporter learned that during the Spring Festival this year, the Chinese New Year's Eve dinner was even "hard to find." In order to lock in consumers' dine-in demand in advance, many catering companies have also launched Chinese New Year's Eve dinners, reunion meals and other stores through platforms such as Meituan and Douyin.
Online, online consumption has a strong New Year's flavor and continues to release vitality. The "2024 National Online New Year Festival" will carry out the first activity, and many platforms have proposed to "not close" during the Chinese New Year and launch preferential activities such as "cross-store full reduction". In the first two weeks of Chinese New Year's Eve, the sales of paper towels in Alipay's live broadcast room increased by 3 times, the sales of alcohol doubled, and the sales of ** increased by 2 times.
According to relevant data from the Ministry of Commerce, from the first day of the Lunar New Year to the fifth day of the Lunar New Year, the sales of festival goods are booming. The Ministry of Commerce focuses on monitoring the sales of green organic food, gold, silver and jewelry of retail enterprises increased by more than 10% year-on-year. Service consumption has increased significantly, and the accommodation turnover of key monitoring e-commerce platforms has increased by more than 60% year-on-year, of which the turnover of rural houses around Harbin, Heilongjiang Province has increased by more than 3 times. The prices of daily necessities are stable and stable, and the stocks of grain, oil, meat, poultry eggs and vegetables in 100 large-scale agricultural and sideline product wholesale markets across the country are sufficient; Grain, edible oil, pork, beef and mutton, chicken, eggs** were basically the same as before the holiday, and vegetables** decreased by 1 compared with before the holiday2%。
Consumption is a mirror of China's economic development, and the boom in supply and demand in the Spring Festival market reflects the continuous upward trend of China's economy. Wu Fuxiang, director of the Department of Industrial Economics of Nanjing University Business School, said.
2024 is the "Year of Consumption Promotion" determined by the Ministry of Commerce, and various localities have also come up with "real money" to promote consumption. Wuxi, Jiangsu Province has successively distributed a total of 80 million yuan of Huimin consumption vouchers, covering various consumption scenarios; Beijing Xicheng co-ordinated 20 million yuan of funds to put 6 levels of automobile consumption coupons and 2 1 proportional consumption coupons online on the "Xicheng Consumption" platform; Shenyang, Liaoning Province, issued 30 million yuan of New Year consumption coupons in three rounds for consumers in Shenyang, and the "hot" market continued to boost.
Longteng Huaxia, vitality warms up. "People from the crowd" attractions, long viewing lists, full shopping carts, stable "vegetable basket" ......The "good start" of various markets in the Year of the Dragon is a vivid manifestation of the vitality of China's consumption. (Li Yunshu, Chai Yaxin).