"10,000 yuan air tickets" rushed to the hot search, tickets for many scenic spots were sold out, and hotels in many places were "hard to find" ......During the Spring Festival holiday in 2024, cultural tourism consumption will become the main force driving residents' consumption. Nandu reporters recently learned from a number of tourism platforms that domestic travel, outbound travel, and inbound tourism during the holiday have blossomed in many places, with a significant year-on-year increase, and exceeding the level of the same period in 2019, which can be called the most popular Spring Festival tourism holiday in history. The radius of people's travel continues to increase, and the proportion of inter-provincial, medium and long-term travel orders is more than half, doubling year-on-year, more than 70% of tourists play for more than 4 days, and outbound travel has also hit a peak in the past four years.Local tours accounted for 24%., small and medium-sized cities "hometown tour" is hotAnd. Five. The Yangtze River Delta, Pearl River Delta, Beijing-Tianjin-Hebei, Sichuan-Chongqing, Central Plains, the middle reaches of the Yangtze River and other urban agglomerations are still concentrated areas of cultural and tourism consumption. But the difference is that the Spring Festival homecoming tide has made the tourism popularity more scattered, and many small and medium-sized cities have "hometown tours" hot. According to reports, Zhoukou, Fuyang, Shangrao, Zhumadian, Xinyang, Maoming, Ganzhou and other cities are popular cities for returning home during the Spring Festival.It is worth noting that, unlike previous years, the 8-day ultra-long holiday has changed people's holiday habits during the Spring Festival: "traveling" instead of "returning home" has become the protagonist. Qunar data shows that not only did there be no travel trough in the middle of this year's holiday, but in terms of single-day travel, more people chose to travel by plane on the second day of the Lunar New Year (February 11) than those who returned to their hometowns on February 29 (February 8). After returning home for reunion, it has become a new trend for the Spring Festival to travel with the family at staggered peaks, and the business of the county hotel industry is booming, and the sinking market has become a "new engine" to stimulate the economic growth of the holiday.
Nandu reporter learned from the Fliggy platform that during this year's Spring Festival holiday, Guangdong's "reverse New Year" orders increased significantly, and in the three days before the start of the holiday, the number of travel bookings from all over the country to Guangdong for the New Year increased nearly 2 times compared with the same period last year. During the holidays, the number of travel bookings for Guangdong destinations increased by more than 100% year-on-year, and the number of route tour bookings increased by more than 2 times year-on-year. It is reported that after the Spring Festival holiday, the passenger flow of popular tourist cities will decline rapidly, and hotels, air tickets, etc. will also drop significantly. Combined with the upcoming flower-viewing season, it is expected that from February to March after the Spring Festival holiday, many places will usher in a new wave of tourism peaks.
People who have returned to their hometowns with their relatives and friends to explore the local beauty and delicacies have made the consumption of cultural tourism in their "hometown" soar. According to Ctrip's statistics, during the Spring Festival holiday, local tours accounted for 24%, driving the popularity of "hometown" scenic spots, parks, business districts, and folk activities. Ticket orders in Zhoukou, Shangrao, Xinyang and other regions increased year-on-year respectively.
The popularity of "hometown tours" is also reflected in the heating up of tourism in small and medium-sized cities and the hot booking of hotels in county seats. Among the small and medium-sized cities with profound cultural heritage and strong New Year's flavor, Zibo, Jingdezhen, Datong, Weihai, Quanzhou, Luoyang, Kashgar, Tangshan, Yanbian and Kaifeng have seen a high growth in tourism orders, all exceeding 100%.
In this context, it has become a new trend to choose to stay in a hotel when returning to your hometown. Ctrip data shows that county hotel orders increased by more than 60% year-on-year, and among the top 200 counties in terms of total hotel orders, Jiangxi Fuliang, Shanxi Hunyuan, Heilongjiang Wuchang, Fujian Minhou, Guangxi Pingxiang and other hotel orders increased by more than 2 times year-on-year.
Meituan's data also reflects that under the trend of returning to the hometown for reunions and traveling for the New Year, personalized needs such as exploring the New Year's flavor of small towns and night tours with lanterns in scenic spots are leading to the continuous heating up and sinking of consumption. More and more niche places with delicious food and fun have been discovered, and the hotel industry in the county is booming, with Yangshuo County in Guilin, Huidong County in Huizhou, Pingyao County in Jinzhong and other places ranking among the top 10 counties in the country. Dali, Lijiang, Chaozhou, Xishuangbanna, Wanning, etc. are among the top 10 destinations with full room rates during the Spring Festival holiday on the platform. Consumption in areas below the fourth tier grew at the fastest year-on-year, and the sinking market ushered in a strong recovery.
According to the data provided by the Qunar platform, during the Spring Festival holiday, the bookings of high-star hotels in third-tier and lower-tier cities increased by more than 1 times year-on-year, reflecting that the ultra-long holiday has made many returnees choose to stay in hotels and take vacations while visiting relatives, so that "small airport" cities (non-popular tourist cities located in third-tier and below) also ushered in the hottest Spring Festival. According to statistics, the number of air ticket bookings to "small airports" during the holiday increased nearly 2 times year-on-year, and at the same time, the bookings of "small airports" urban scenic spots increased by 1 year-on-year8 times.
As mass tourism enters the era of popularization and personalization, the location of these 'small airports' has become a dark horse destination for Spring Festival tourism due to the improvement of transportation and tourism facilities. "As of February 17, during the Spring Festival holiday, Taizhou, Foshan, Shangrao, Guangyuan, Hanzhong, Longyan, Chizhou, Luoyang, Yan'an, Jiujiang and other destinations have increased by more than 2 times compared with last year, and convenient transportation has become the engine of attracting passengers in the city of 'small airport'." β
Bookings for North-South interchanges increased by 105%., folk activities have become the highlight of attracting visitors
Southerners go to the north to see the snow, northerners go to the south to escape the cold, this Spring Festival, the exchange of north and south is a major feature. Statistics from Fliggy show that there is a clear trend of north-south domestic travel, among which the "cold escape" to Guangdong, Hainan and Fujian and other southern regions for the warm New Year, and the "snow year" to Heilongjiang, Jilin, Hebei and other northern regions are the most popular, with bookings increasing by 105% year-on-year.
The "top stream" Harbin tourism boom at the beginning of the year continues until the Spring Festival - information released by the Harbin Municipal Bureau of Culture, Radio, Television and Tourism shows that from February 10 to 14, the city has received a total of 629 tourists80,000 person-times, a year-on-year increase of 829%γIn the meantime, the Ice and Snow World visited 3290,000 person-times, a year-on-year increase of 115%; Yabuli Ski Resort visited 840,000 person-times, a year-on-year increase of 1779%γ
According to the data of the Qunar platform, as of February 17, the hotel bookings in Harbin during the Spring Festival increased by 3 times compared with last year, and the residual temperature of "Erbin" drove the hotel increase in Changchun, Jilin, Shenyang, Liaoning and other places by more than 4 times; Hotel bookings in Hulunbuir, Inner Mongolia, also tripled. Among the southern cities, Xiamen, Fuzhou and Quanzhou also attract many tourists with their ancient cities and villages and intangible cultural heritage folk customs. As of February 17, Quanzhou Spring Festival hotel bookings increased by 2 year-on-year47 times, Fuzhou increased by 241 times.
The folk activities full of New Year's flavor have become a hot spot for check-ins during the Spring Festival this year. Fliggy's data shows that the travel popularity of temples, temple fairs, lantern festivals and other attractions during the Spring Festival holiday increased by more than 2 times year-on-year, among which Hangzhou Lingyin Temple, Jiaxing Wuzhen, Xi'an Tang Furong Garden, Zhoushan Putuo Mountain, Shanghai Yu Garden and other attractions are popular attractions for New Year tours. According to the statistics of the Qunar platform, as of February 17, the Spring Festival bookings of Lantern Festival folk scenic spots increased by 12 times, Shanghai Yu Garden Lantern Festival, Nanjing Qinhuai Lantern Festival main venue, Xi'an City Wall Lantern Festival, Chengdu International Panda Lantern Festival, Shenzhen Bay Area Super Lantern Festival are the most lively lantern festivals during the Spring Festival holiday.
In addition, checking in museums, grottoes, temples and other historical and cultural places is another highlight of this year's Spring Festival after temple fairs, lantern festivals, and folk activities, and museums have almost become a must-visit attraction for tourists. Nandu reporters learned from Mafengwo that the Palace Museum, Sanxingdui Museum, National Museum of China, and Nanjing Museum occupy four of the top ten popular cultural scenic spots during the Spring Festival.
The night economy also adds more vitality to Chinese New Year consumption. Immersive night tours such as the Year of the Dragon Light Exhibition and themed light and shadow shows have been launched in various places to boost the popularity of nighttime consumption. According to Meituan data, during the Spring Festival holiday, the scale of nighttime consumption in the country accounted for about 53%, an increase of 48 percentage points over the same period last year, and the ticket price of leisure blocks increased by more than 1 times. Beijing, Qingdao, Nanjing, Hangzhou, Shanghai and other places have the highest search popularity for "night play".
The Spring Festival holiday is an important node to stimulate domestic demand and activate consumption potential. Li Jiwei, vice president of Meituan Research Institute, said that as the "capillary" of domestic economic development, during this year's Spring Festival holiday, consumption in many life service industries such as food, housing, transportation, travel, shopping and entertainment improved, making a good start for the annual consumer market and demonstrating the potential of domestic demand. At the same time, the effect of new consumption agglomeration areas and festivals created in various places in promoting consumption is becoming more and more significant, a large number of cross-format linkage scenarios such as "catering +" and "cultural tourism +" have emerged, and the online and offline marketing methods of the platform have been continuously renovated, and the consumer market is expected to continue to heat up in 2024.
Outbound travel hit nearly 4The annual peak, "new Malaysia-Thailand" orders compared with 2019The annual increase is three percent
Unilateral visa exemption for many countries, mutual visa exemption with "Singapore, Malaysia and Thailand", and the launch of a series of inbound tourism facilitation measures, etc., have made Chinese and foreign tourists "go in both directions" during the Spring Festival this year. According to Fliggy's data, outbound travel bookings during the Spring Festival holiday hit a four-year peak, a nearly 10-fold increase year-on-year, and more than half of the top 30 overseas destinations surpassed the same period in 2019. According to Ctrip's statistics, during the Spring Festival holiday, outbound travel and inbound travel orders exceeded the same period in 2019, especially inbound travel increased by 48% compared with 19 years. This also indicates that outbound tourism and inbound tourism are expected to enter a new channel for accelerated recovery in 2024.
According to the statistics of the Qunar platform, the number of bookings for international hotels during the Spring Festival increased by 4% year-on-year7 times, up to 14 times increase in international air ticket bookings. During the holiday season, Chinese tourists traveled to 125 countries around the world, among which, Singapore, Malaysia, and Thailand, the three latest visa-free countries, saw a significant increase in travel bookings β air tickets to Singapore during the Spring Festival increased by 29 times compared to 2023, Kuala Lumpur increased by 20 times, and Bangkok increased by 16 times year-on-year.
According to Ctrip data, during the Spring Festival, outbound Ctrip car orders increased by 53% compared with 2019, and ticket orders for overseas scenic spots increased by more than 130% compared with 2019. The total number of travel orders from visa-free countries in Singapore, Malaysia and Thailand increased by more than 30% compared with 2019, and among other short-haul outbound destinations, Hong Kong, Macao, Japan, and South Korea all achieved growth compared with 2019.
The acceleration of the recovery of outbound travel is also reflected in the significant increase in the distance of people's outbound travel. In addition to the continuous hot "New Malaysia and Thailand", popular destinations in Europe, America, Australia and Africa are rising rapidly. According to Fliggy's statistics, Thailand, Japan, Malaysia, South Korea, Singapore and other destinations are popular destinations for outbound travel, while destinations such as New Zealand, Russia, France, the United States, and Egypt are growing rapidly, with bookings increasing nearly 15 times year-on-year. Popular destinations for outbound travel are expanding from a "4-hour flight circle" to a "12-hour flight circle".
According to Ctrip, during the Spring Festival holiday, medium and long-term outbound travel ushered in a high growth: Saudi Arabia, the United Arab Emirates, Turkey, and the Maldives, which are countries along the Belt and Road, have higher growth rates, with an increase of more than % compared with 2019, respectively. The United Kingdom, Argentina, Norway and other long-distance countries also saw significant growth in orders, with an increase of more than % compared with 2019. Overall, during the Spring Festival holiday, the top 10 most popular destination countries for outbound travel are Thailand, Japan, Singapore, Malaysia, Australia, South Korea, the United States, Indonesia, Vietnam, and the United Arab Emirates.
In terms of inbound tourism, according to statistics, during the Spring Festival holiday, the tickets for inbound tourist attractions increased by more than 10 times compared with 2019, and the main source countries were Japan, the United States, South Korea, Australia, the United Kingdom, Malaysia, Vietnam, Canada, Thailand, and Germany. The effect of China's unilateral visa-free policy has emerged, with the number of new visa-free tourists from countries such as France, Germany, Italy, the Netherlands, Spain, Malaysia and Singapore increasing significantly, and the total number of Spring Festival inbound travel orders from the above countries has doubled compared with the same period in 2019. Shanghai, Shenzhen, Beijing, Guangzhou, Chengdu, Hangzhou, Chongqing, Nanjing, Harbin, Xi'an and other cities are the main destinations for inbound tourism.
Ctrip Research Institute believes that tourism is becoming a New Year's custom, whether it is a long-distance travel for the New Year, or a local tour to re-understand the hometown, tourism has become a rigid need for people to experience a better life. Starting from the Spring Festival, inbound and outbound tourism will enter the fast lane of recovery, and the first chain of inbound and outbound tourism will also be repaired at an accelerated pace.
Written by: Nandu reporter Fu Xiaoling.