The first "Tourism ** Week" in 2024 has come to an end.
It is not difficult for people who go out during the Spring Festival this year to find: "I have a lot of people in xx". It is not surprising that resort cities and 5A scenic spots are full of cities, but this year, not only are county hotels hard to find, but even small temple fairs in the suburbs are lined up.
After the Spring Festival holiday in 2023, Gao Shunli, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences and former deputy director of the Department of Policies and Regulations and the Department of Comprehensive Coordination of the National Tourism Administration, once pointed out that the key characteristics of last year's Spring Festival were "the high number of family visits" and "hot and cold poles". The core of the Spring Festival is still "going home for the New Year", and as for the Spring Festival tourism, it is hot and cold.
Interestingly, just one year later, 2024 will become the "hottest tourist Spring Festival in history". According to the data center of the Ministry of Culture and Tourism, the Spring Festival holiday is 8 days of domestic tourism travel 47.4 billion people, equivalent to an average of no less than 3 out of every 10 people traveling during the Spring Festival.
If you have money or not, go home for the New Year", how did it become "rich and not rich, go out to travel"?
Harbin Ice and Snow World Source: Picture Worm.
With 1,300 yuan per capita, this Spring Festival "can be spent".
This year's Spring Festival domestic tourism outing 47.4 billion person-times, a year-on-year increase of 343%, an increase of 19. on a comparable basis compared to the same period in 20190%。
This data is the highest point since the Ministry of Culture and Tourism released the calculation data, and it is also the only year to exceed 400 million people, the last time it reached 400 million trips was in 2019, and 10 years ago in 2014, the number of Spring Festival trips was only 23.1 billion people, only half of this year's volume.
Xiao Peng, a researcher at Qunar Big Data Research Institute, analyzed that in terms of single-day travel, more people choose to travel by plane on the second day of the Lunar New Year (February 11) than those who return to their hometowns on February 29 (February 8). Behind this is the change in people's Spring Festival vacation habits caused by the extension of the holiday: the 8-day ultra-long holiday makes many people choose to "travel" instead of "returning home", or "returning home" and then "traveling".
However, although it is the same 8-day holiday, the number of people traveling during the Spring Festival still cannot be compared with the eleventh week of 2023, according to the data center of the Ministry of Culture and Tourism, the number of travelers in the eleventh week of 2023 will be 82.6 billion person-times, much higher than the "** week" of the Spring Festival in 2024.
Interestingly, in terms of spending, even though there is a huge disparity in the number of travelers, the consumption power of Spring Festival travel in 2024 is on par with that of the 11th week. According to the data center of the Ministry of Culture and Tourism, the total cost of Spring Festival travel in 2024 will be 6,3268.7 billion yuan, with an average cost of 1334 per person8 yuan, while last year's eleventh ** week achieved domestic tourism revenue of 7534300 million yuan, with an average cost of 912 per person1 yuan, the tourism consumption power of the Spring Festival can be seen.
Nanjing Confucius Temple Source: Sino-Singapore Gallery.
Why is the per capita cost of Chinese New Year tourism so high?
It is not difficult to speculate on the superficial reasons: on the one hand, the budget for tourism consumption is relatively high due to the "money" that has been saved for a year and the "leisure" that has been saved for a year; On the other hand, the concentrated holiday leads to concentrated travel, under the effect of supply and demand, the natural rise of the boat, whether it is Harbin or Sanya, tens of thousands of yuan of "sky-high air tickets" have caused heated discussions during the Spring Festival.
What's more, this year's Spring Festival is popular for "inter-provincial travel". According to Ctrip's data, inter-provincial travel orders during the Spring Festival holiday accounted for 57%, doubling year-on-year.
According to Ctrip's data, popular cities such as Harbin, Changchun, Beijing, Shenyang, etc., mainly come from southern cities such as Shanghai, Hangzhou, and Suzhou. On the other hand, there are hot spring tours and island tours, and its popular cities such as Sanya, Haikou, Guangzhou, etc., mainly come from Beijing, Xi'an, Shenyang and other northern cities. Inter-provincial travel, especially the inter-provincial travel of north-south exchange, has become the key word of Spring Festival tourism.
At the same time, the tourist destinations are also concentrated in two types of cities: vacation Internet celebrity cities and first-tier metropolises. According to Tuniu's data, among the top 10 domestic tourist destinations, Sanya, Lijiang, and Harbin are on the list, while first-tier metropolises include Shanghai, Beijing, and Guangzhou.
Li Na, a white-collar worker in Beijing, took a family of five to Guilin for a vacation during the Spring Festival, and originally planned to take the high-speed rail, but in the end, because she couldn't get a ticket, she increased the price by 2,000 yuan per person and changed to flying. Even if the family's travel budget increases by 10,000 yuan, Li Na has long been prepared for this, she said that even if the budget is doubled, she has never thought of giving up travel or changing destinations.
Kexin, a white-collar worker in Shanghai, said that if it weren't for the fact that she couldn't buy a return ticket, she would also want to go to Harbin to be a "fortune boy". She said that some friends have also questioned whether "you have to go to the crowd", and in her opinion, the Spring Festival holiday cannot be a second thing. "Where I want to go is more important than where I can go. ”
People flock to vacation Internet celebrity cities and first-tier metropolises, the former is naturally expensive in the holiday season, and the latter is that the consumption level continues to remain high, so "can spend" has become a key word for Spring Festival tourism under the blessing of inter-provincial travel.
"Returnees" who can't stay idle
Although the Spring Festival is also known as the "** week", after all, for many Chinese people, there is still a tradition of "traveling not far during the Spring Festival", and "returning to the hometown for reunion" is a more important keyword than "traveling".
Returning to your hometown may be the most mainstream way to celebrate the festival among the 1.4 billion people.
Interestingly, in the interviews with interesting reports, many respondents said that the Spring Festival was just "going home for the New Year". However, on closer inspection, those returnees who shouted "nowhere to go" are actually idle.
According to the "2024 Spring Festival Travel Report for the Year of the Dragon" released by Ctrip, people returning to their hometowns with their relatives and friends have returned to their hometowns, which has led to a surge in cultural tourism consumption in their "hometowns", such as Zhoukou, Shangrao, Xinyang and other regions, with ticket orders increasing year-on-year respectively. Among the small and medium-sized cities, Weihai, Tangshan, Yanbian and Kaifeng have higher growth in tourism orders, all exceeding 100%.
From the point of view of hotel bookings, county hotel orders increased by more than 6% 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.
Wang Kang, a university teacher in Beijing who lives in Chifeng, said that during the week of returning home, in addition to visiting relatives for the New Year, he rediscovered his hometown. Although I didn't plan to travel, at the invitation of a friend, I went to the ski resort on the outskirts of Chifeng to ski the first snow of winter.
Wang Kang observed that at least half of the license plates in the ski resort parking lot were not local license plates, and the farthest ones were self-driving from Hubei. Chifeng Ski Resort is obviously not a tourist destination from afar, but it is a rare travel experience for those returning home.
Zhang Yue, who works in finance in Beijing, was in her hometown of Zhangjiakou during the Spring Festival, but she traveled almost every other day. First went to Chongli Ski Slope for snow, then went to Youwei Ancient City, the filming location of the old movie "Wildfire Spring Breeze Fighting Ancient City" in the last century, and finally went to the Yehuling Fortress Tourist Area, which focuses on military themes.
For locals like Zhang Yue, well-known attractions such as the Great Wall of Dajingmen and the Ancient City of Jimingyi have long lost their appeal, but their hometown is still worth visiting. "Go to new or niche spots and see how your hometown changes every year. Zhang Yue said.
In addition, there are some returnees who have a larger travel radius - traveling along the way. Without delaying the reunion of relatives and without delaying the extra time of the long detour, it has achieved the double benefit of returning home and traveling.
Miao Miao, who works in Shenzhen, returned to her hometown in Anshan in northeast China during the Spring Festival, crossing most of China from south to north, giving her more possibilities to plan her travels. Miao Miao first arranged a two-day tour of Shenyang 100 kilometers away from Anshan, the scenery and culture may not be very attractive to Miao Miao, a native of the Northeast, but the bathhouse and barbecue have eternal charm. After eating enough, rubbing the bath, and continuing to eat when tired, this is a difficult enjoyment to achieve in Shenzhen.
After visiting Shenyang, Miao Miao also deliberately stopped a stop in Beijing on the way back to Shenzhen, the flight time from Beijing to Shenzhen is suitable and cost-effective, and the travel is naturally on the agenda, living in the east of Beijing, and going to Universal Studios for a day trip is just right.
Maleng, who lives in Liuyang, also has a similar plan, from Liuyang to Changsha belongs to the "homecoming tour", and on the way back to Beijing to Wuhan to see the East Lake and the Yellow Crane Tower, it belongs to the "Bypass Tour".
Dai Bin, president of the China Tourism Academy and director of the data center of the Ministry of Culture and Tourism, said that from the Spring Festival travel data, tourist destinations are accelerating the restructuring of the pattern. In the mainstream, the Beijing-Tianjin-Hebei region, the Yangtze River Delta, the Guangdong-Hong Kong-Macao Greater Bay Area, Chengdu-Chongqing, Guanzhong and the middle and lower reaches of the Yangtze River are still the biggest beneficiaries of the holiday tourism market thanks to the high-frequency internal source market, perfect infrastructure and public services, and high-quality business environment.
However, based on the influence of new concepts such as reverse tourism, active peak staggering, and rational heat staggering, according to the data center of the Ministry of Culture and Tourism, the popularity of niche tourism cities such as Foshan, Chaozhou, Baoshan, Pu'er, and Baotou has increased significantly.
Will travel become a "New Year's custom" for Chinese New Year?
Perhaps under the more rational distribution of tourism resources and more cities throwing olive branches to tourists to exchange sincerity for sincerity, travel will become a new theme of the Spring Festival in addition to "reunion" and "companionship".