The countdown to the Spring Festival in 2024 has begun! Some people are busy grabbing tickets, some are busy making travel plans, and some are already ...... on the roadIn short, the two strong "flows" of people returning to their hometowns for the New Year and those traveling for the festival are depicting the scene of the Spring Festival in 2024, and reflecting the tourism industry, how much can domestic travel and outbound travel share?
According to the statutory holiday, the Spring Festival holiday in 2024 will be 8 days, which is the longest Spring Festival holiday in history. Although this year's Chinese New Year's Eve is not a statutory holiday, units are encouraged to take paid leave on the day. For the tourism industry, the most concerned is undoubtedly the number of travelers, consumption potential, etc.
It is reported that this year's Spring Festival travel will last from January 26 to March 5, a total of 40 days. Li Yang, vice minister of the Ministry of Transport, said that according to **, there will be about 9 billion people traveling, visiting relatives, leisure, etc. in 40 days, which may hit a record high. According to the latest statistics, four days before the Spring Festival, more than 7600 million trips. In this way, there are still more than 8.2 billion troops ready to go. From the perspective of the domestic tourism market, structural changesIt's still ongoingThe number of passenger trips by railway, highway, civil aviation and water transport is expected to reach 1.8 billion, and the remaining 80% will travel by car, which will hit a record high. "North-South cross-border travel" has become a new key word for tourism in 2024. Since December last year, Harbin has been out of the circle with its strength, causing a wave of ice and snow tourism boom in Northeast China, coupled with the active interaction between the North and South Culture and Tourism Bureaus, the trend of North and South cross-border has continued from the New Year's Day holiday to the Spring Festival. PigletsB&BThe report showsTourists heading north prefer the human touch and fireworks of the Northeast region, and look forward to a snow and ice trip. Tourists heading south are more inclined to escape the cold, and Yunnan and Liangguang are quite popular. The most popular during the Spring Festival holiday in 2024 is still ice and snow tourism. According to Tongcheng Travel's 2024 Spring Festival Travel Trend Report, ice and snow experience projects such as ice skating and skiing, as well as various ice and snow sightseeing projects, have attracted more attention from tourists. Among them, Harbin, Mohe, Baishan, Yanji and other places have increased their holiday tourism popularity by more than 100% year-on-year.
The lively lantern festival has always been the most annual embodiment of the Spring FestivalIt is also an important entertainment activity that everyone pays attention to. According to data from Meituan and Dianping, as of January 26, the search volume of "Lantern Festival" increased by more than 140% month-on-month, among which Zigong Lantern Festival, Dong'an Lake Lantern Festival, Yuyuan Lantern Festival, Wuhan Happy Valley (East Lake Dragon Year Lantern Festival), Qinhuai Lantern Festival, etc. are all related hot search phrases. According to Meituan ticket data, as of January 26, the number of orders for "Lantern Festival" tickets** increased by more than 600% year-on-year.
At the same time,Many favorable policies and ultra-long holidays have also promoted the prosperity of the outbound travel market. On January 25, after the announcement of the mutual visa exemption between China and Singapore, the popularity of instant searches about Singapore on major travel platforms rose rapidly. Fliggy data shows that one hour after the announcement of the new visa-free policy, the search volume for air tickets in Singapore increased by more than 15 times month-on-month, and the search volume for hotels increased by more than 6 times month-on-month.
The resumption of outbound travel has benefited from the accelerated resumption of international flights. According to the Civil Aviation Administration of China, international passenger flights have recovered from less than 500 per week at the beginning of 2023 to more than 4,600 currently. After the visa-free policy between China and Singapore, many airlines such as Air China, China Eastern Airlines, and Juneyao Airlines also followed suit and announced plans to increase flights during the Spring Festival.
In fact, since last year, Thailand, Georgia, Tunisia, Malaysia, Sri Lanka and many other countries have announced visa-free access for Chinese tourists. Under the influence of the visa-free policy, the facilitation of Chinese tourists leaving the country has been greatly improved, which also means that the gold content of Chinese passports is increasing.
Tuniu's outbound travel product manager has publicly stated that with the successive implementation of visa-free policies for Chinese tourists in Thailand, Malaysia and Singapore, as well as the rapid recovery of flights in relevant regions, the cost-effectiveness and playability of the "New Malaysia-Thailand" visa-free connection tour have been further improved, and the departure points of domestic tourists will be expanded to more non-first-tier cities.
Indeed, Tunisia has emerged from the niche circle in recent months and has begun to become a "dark horse" among outbound travel destinations. The person in charge of a Tunisian local agency revealed to Wenlv that since November last year, the number of Chinese guests who inquired has increased significantly, and there are new customers and old customers who have introduced them. So far, 15 Chinese tour groups have been received in January, and the booking plan has also been made in September. Among them, there may be more than 30 groups in a single month in March, far exceeding the same period in 2019.
According to the background registration data of Zhongxin Tourism Group, in addition to visa-free and short-haul destinations, the overall number of visitors exceeds 90%. The overall total number of teams during the Spring Festival has increased by more than 50% compared with the eleventh week of 2023, and the number of travelers has increased by about 45%. Among them, the Nordic Spring Festival market increased by about 500% compared with last year's November, and the Australian and New Zealand Spring Festival market increased by 550% compared with last year's November.
The most obvious change in outbound group tours is the streamlining of group size. From the perspective of the outbound team of Zhongxin Tourism, small groups of less than 20 people have become the mainstream, and even flexible small groups of 16 people, 12 people, 10 people, and 8 people have appeared. Secondly, the trend of deepening and segmentation is more obvious. More experiential and exploratory itineraries have been added to the product, such as king crab fishing, dog sledding, glacier hiking, and so on. Enrich your itinerary with more interactive experiences.
In addition, the popularity of medium- and long-term outbound travel destination countries such as the United Arab Emirates and Australia has increased significantly, and the Nordic Aurora route and private group route products in many European countries have also attracted the attention of tourists.
Another surprising phenomenon is,During the Spring Festival, more than 20% of users traveled at least twice, and the proportion of users who traveled multiple times increased rapidly. Many tourists choose to return to their hometowns for reunion and enjoy the second half of the holiday with their families, return to your hometown for the New Year, and travel without delay.
On the whole, with the blessing of the super long Spring Festival holiday, the army of 9 billion people traveling is about to embark on the road one after another, and it can be said that this high-profile Spring Festival "drama" is being staged. But at the same time, compared to 29900 million people, 4.7 billion people in 2023, for tourist destinations, scenic spots, hotels and other related industries, how to undertake and serve this wave of traffic, this year's pressure is even greater than in the past.
The cover picture** is on the photo network, and the text ** is provided by Lu Lu.