On February 17, the 8-day super long Spring Festival holiday ushered in a successful conclusion. During the Spring Festival of the Year of the Dragon, the tourism market across the country ushered in a hot consumer feast, and people went out of their homes to taste the taste of the New Year and welcome the New Year in the way of tourism and vacation. Zhao Wenzhi, chairman and president of Guangzhou Tour, said that the overall performance of the tourism market during the Spring Festival in 2024 has basically met industry expectations, ushering in a "good start" and it can be predicted from the registration data that the heat of the post-holiday market will continue, and retired seniors will become the main force of post-holiday travel, and with the sharp drop in travel costs, it will also continue to attract a group of office workers to choose off-peak travel after the holiday.
Orientation and vacation are not wrong, and family travel is the mainstay
Different from previous years, the 8-day ultra-long holiday has changed people's holiday habits during the Spring Festival, and "traveling" has become the protagonist instead of "returning home". 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). The radius of travel has increased. Go further, play newer, and the long holiday gives birth to a variety of holiday methods.
During this year's Spring Festival, family travel has become the mainstream of the market. According to Tuniu's 2024 Spring Festival Tourism Consumption Inventory, domestic cultural tours, ice and snow tours, theme park tours, cold tours, island tours and other vacation spending are booming. In terms of outbound travel, the continuous expansion of the visa-free "circle of friends" and the accelerated recovery of international flights have further ignited tourists' willingness to travel, and the number of bookings and trips for island tours in Southeast Asia, ice and snow tours in the Nordic direction, and off-season tours in the direction of Australia and New Zealand have all ushered in a significant increase. The platform's data also shows that the flow of tourists during the Spring Festival has gradually increased since February 7, and the peak travel period is more concentrated from February 10 (the first day of the Lunar New Year) to February 13 (the fourth day of the Lunar New Year). From the perspective of passenger flow trends, people are more inclined to celebrate the New Year with their families first, and then bring their elders and children to travel, among them, 3-4 people or 5-6 people travel together, accounting for 37% and 24% of the trips respectively.
In terms of travel distance, sufficient holidays have made more tourists choose domestic long-term travel. After entering the second half of the holiday, the demand for peak staggering and peak avoidance was rapidly released, and the number of tourists traveling around the area ushered in a significant increase. In terms of travel days, more tourists choose 4-day or 5-day travel itineraries, accounting for 21% and 17% of the trips, respectively. In addition, nearly 11% of tourists chose to travel as a short day trip.
According to the data of Guangzhou Tour, the Spring Festival tourist group is still dominated by family tourists, accounting for nearly 8% of the total number of travelers, of which there are not a few children traveling together and intergenerational travel. At the same time, it is worth noting that the post-80s and post-90s generations have further become the main decision-making force for family tourism activities, accounting for nearly 5 percent; The trend of younger travel is also reflected in the post-95 and post-00 group travel, which has accounted for more than 20% of the total number of travelers. There were three waves of peaks on the weekly travel curve of this year's Spring Festival - the first wave of rush travel peaks were advanced to February 5 (the twenty-sixth day of the year), and the main peak appeared on February 10 and 11 (the beginning of the Lunar New Year.
1. On February 15 (the sixth day of the Lunar New Year), there was a small peak of passenger flow in the middle and late stages of the Spring Festival.
Domestic travel: Lao Guangai Ice and Snow Tour is popular for intangible cultural heritage
* The national "north-south mutual travel" whirlwind that blew on the eve of the week intensified and reached its peak during the Spring Festival holiday. According to the travel data of Guangzhou Tour, the number of inter-provincial teams and the total number of tourists during the Spring Festival of Guangzhou Trip this year have reached 2About 5 times, of which ice and snow tours are still the favorite theme of "Lao Guang", from various conventional routes including snow appreciation, snow entertainment, and skiing gameplay, to the ice and snow tour forest number that starts at 30,000 yuan, it has performed well during the Spring Festival.
Under the influence of "Erbin" cultural tourism, the four provinces of "Juan Wang", which are frequently open before the holiday, are frequently divided before the Spring Festival. Qunar data shows that the number of hotel bookings in the "four provinces" of mountains and rivers during the Spring Festival holiday - Hebei, Henan, Shandong, and Shanxi increased by 2 percent year-on-year2x, 2x, 25 times, 27 times. Among them, Zibo, Datong, Shuozhou, Weihai, Tangshan, Taiyuan, Luoyang, Xuchang and Shijiazhuang, hotel bookings during the Spring Festival holiday increased by more than 3 times. Fireworks and lanterns, folk activities full of New Year's flavor have become a check-in destination for this year's Spring Festival. Qunar data shows that 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 on the Qunar platform during the Spring Festival holiday. In addition, during this Spring Festival holiday, hotel bookings in popular cities on the Qunar platform increased by 1% year-on-year in 20232 times, the booking of high-star hotels in third-tier and below cities increased by more than 1 times year-on-year.
In the Spring Festival of the Year of the Dragon, the atmosphere of cultural tourism full of "dragon flavor" such as visiting temple fairs, appreciating flower lanterns, and experiencing traditional New Year customs is particularly strong. All localities have created new coordinates for check-in around the "dragon" element, so that tourists can feel the profound heritage and unique charm of traditional culture while celebrating the festival. According to Tuniu's data, Shanghai, Beijing, Sanya, Guangzhou, Xi'an, Zhuhai, Lijiang, Nanjing, Harbin, Chengdu and other places are among the most popular destinations for domestic travel. During the Spring Festival, going to the museum to start the "dragon hunting journey" has become a popular choice for many tourists, and many cultural and museum institutions such as the Palace Museum, Nanjing Museum, Guangdong Provincial Museum, Suzhou Museum, and Sanxingdui Museum have all seen full numbers. At the same time, a number of cultural and museum institutions across the country have launched themed exhibitions and cultural activities for the Year of the Dragon. In addition to museums, scenic spots with "dragon" in their names are also popular choices for tourists, among them, Yalong Bay, Yulong Snow Mountain, Huanglong Scenic Area, Longji Terraces, Yulong River, Longmen Grottoes and other scenic spots are favored.
Outbound travel: long-haul and visa-free destinations are popular
At the beginning of 2024, there is good news about visas from many countries, and domestic tourists are enthusiastic about outbound travel. With the arrival of the Spring Festival holiday, the demand and vitality of the outbound tourism market have been further released, becoming a bright spot in the tourism market.
What are the characteristics of tourists' outbound travel preferences during the Spring Festival? Guangzhou trip related people said that from the destination point of view, Europe's France, Italy, Spain, Portugal, Russia, the United Kingdom, Ireland, the United Arab Emirates, Turkey, Egypt, South Africa, Australia, New Zealand, Japan and South Korea have returned to the mainstream, Guangdong tourists love Southeast Asian destinations free of visa "Thailand, Singapore and Malaysia" are the most favored, Laos, Vietnam, Sri Lanka, Indonesia, Bali, Nepal and other countries also appeared in this Spring Festival. Compared with domestic tours, tourists have a stronger demand for high-quality travel experience when choosing to travel abroad during the Spring Festival, and the niche unique gameplay with high-end ultimate enjoyment and seasonal restrictions has been sought after by Spring Festival customers.
Traditional popular destinations such as Southeast Asia and Europe have welcomed a large number of Chinese tourists. Countries such as New Zealand and Australia in the southern hemisphere have also attracted many Chinese tourists due to their out-of-season travel experiences. According to the latest data from Tuniu, Thailand, Maldives, Singapore, Indonesia, Malaysia, Japan, the United Arab Emirates, Franco-Swiss and Italian Connection, Russia, and New Zealand are among the most popular destinations for outbound travel during the Spring Festival.
According to the Qunar platform, during this year's Spring Festival holiday, Chinese tourists traveled all over the world. Among them, there are Ethiopia and Madagascar in Africa; Cuba and Uruguay in South America; Lithuania, Monaco, Malta and other countries in Europe. On 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.
Local tours: A large number of foreign tourists have poured into Guangzhou
Guangzhou is very popular with foreign tourists. Statistics from Guangzhou Travel show that Sichuan, Shaanxi, Yunnan, Gansu and Guizhou are the top five provinces in the number of tourists who come to Guangdong for the Chinese New Year. In order to better serve the tourists who come to Guangzhou, Guangzhou Travel has set up a professional tour guide service of "Study in Guangzhou" for this customer group this year, and added a "travel service point to Guangzhou" in Xiguan Lychee Bay Scenic Area, providing guide services for more than 1,000 citizens and foreign tourists for 8 days a week, allowing tourists to immerse themselves in the story of Xiguan in Guangzhou and the new vitality of the rejuvenated old city, which has become a new highlight of this year's Spring Festival ** week in Guangzhou.
Text, picture Guangzhou** New Flower City Reporter: Luo Lei, Correspondent, Guan Jian, Zhang Jie, Chen Xiaoshuang.