The first "Tourism ** Week" in 2024 has come to an end, and various places have successively handed over the first cultural tourism "report card" of the Year of the Dragon.
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; The total cost of domestic tourists is 63268.7 billion yuan, a year-on-year increase of 473％。The number of trips and the total cost of trips both hit a new high during the Spring Festival.
In terms of consumption amount, the average daily spending of domestic tourists during the Spring Festival in 2024 will be 166 yuan, down nearly 5% from 174 yuan during last year's Spring Festival. Although the trend of consumption downgrading has not yet "braked" in post-epidemic tourism, the competition in the cultural and tourism consumer market is still like "cooking oil on fire".
Source: Henan Cultural Tourism.
Behind the prosperity of the national cultural tourism market, the tourism ranking pattern of various provinces has accelerated the reshuffle.
According to incomplete statistics, 26 provinces have released Spring Festival tourism data. Guangdong, Hunan and Yunnan temporarily ranked the top three with tourism revenue of more than 60 billion yuan. Liaoning, which seized the opportunity of traffic, "soared" all the way, and the tourism income and the number of tourists received were realized. With a high growth rate of 6%, the ranking has risen sharply.
On the other hand, the cities that missed the recovery of this round of tourism market are also quietly "brewing" to accelerate.
During the 8-day Spring Festival holiday, the cultural and tourism departments around the country continued to receive good news. The number of Spring Festival travel is rising, the box office of Spring Festival movies is red all the way, and the cultural tourism boom is sweeping all over the country.
On February 18, the data center of the Ministry of Culture and Tourism calculated that the 8-day Spring Festival holiday was 4 domestic tourism trips across the country7.4 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%；The total cost of domestic tourists is 63268.7 billion yuan, a year-on-year increase of 473%, an increase of 7. on a comparable basis compared to the same period in 20197%；There were about 6.83 million inbound and outbound tourists, of which about 3.6 million were national tourists and 3.23 million were inbound tourists.
Which province welcomes the most tourists during the Spring Festival holiday? What is the tourism income?
According to incomplete statistics from Sohu Tourism, from the perspective of the number of receptions, Guangdong, Sichuan, and Jiangsu are among the top three. From February 10 to February 17, Guangdong Province received a total of 7,606 tourists90,000 person-times, an increase of 68 compared with the Spring Festival in 20234%, an increase of 20 compared with the Spring Festival in 20192%。
It is worth mentioning that in the top list, unlike the "stable performance" of several other traditional tourism provinces, the achievements of Liaoning and Inner Mongolia can be called a historic breakthrough
The number of tourists received increased from 1022 in the same period of 202360,000 jumped to 4,08660,000 person-times, with a growth rate of 2996%, of which 40% are tourists from outside the province; Achieve a comprehensive tourism income of 412700 million yuan, a year-on-year increase of 5727%。Both indicators jumped to the first place from the bottom of the three northeastern provinces in the same period last year.
Source: The voice of Liaoning cultural tourism.
Sitting on the two popular tourist destinations of Shenyang and Dalian, Liaoning tourism is more low-key than Harbin, which earns enough traffic, but the number of tourists and income are quite high, almost twice that of Heilongjiang. Ice and snow consumption is superimposed on intangible cultural heritage and hot springs, and tickets for scenic spots in many places are half price, and Liaoning's tourism market is growing rapidly.
Since last year, Liaoning officials have frequently made efforts in the cultural tourism industry, which has undoubtedly laid the foundation for this catch-up.
According to public reports, in June 2023, Liaoning will hold a high-level provincial conference on the revitalization and development of the cultural and tourism industry, setting the tone of "promoting the revitalization and development of the cultural and tourism industry with unconventional measures", and supporting a series of favorable policies to support the high-quality development of the cultural and tourism industry; Not long ago, the Sixth Plenary Session of the 13th Liaoning Provincial Party Committee put forward the goal positioning of "six places" in the new era, and "high-quality demonstration site for the integrated development of culture, sports and tourism" was listed as one of the "six places" goals.
Another "dark horse" in this year's Spring Festival tourism market, Inner Mongolia, is quite surprising.
According to the data, Inner Mongolia received 3,140 domestic tourists during the Spring Festival holiday550,000 passengers, which is 576 times, 5 of the comparable caliber in 201911 times; Achieved tourism revenue of 2212.2 billion yuan, an increase of 639% year-on-year in 2023 and 2019, respectively.
Source: Inner Mongolia Cultural Tourism.
In fact, summer is generally the peak tourist season in Inner Mongolia. However, in recent years, there have been many skiing tourists in Inner Mongolia, and the consumption of ice and snow is relatively strong, and many of them are connected to the Northeast to play together. Therefore, compared with the same period of the Spring Festival in previous years, there should be a significant increase. A local tourism practitioner in Inner Mongolia said. It can also be seen from the data that among the tourists in Inner Mongolia during the Spring Festival holiday this year, the proportion of one-day tourists is 576%。
According to the Department of Culture and Tourism of Inner Mongolia Autonomous Region, as the host of the 14th National Winter Games, Hulunbuir City launched the second ice and snow cultural and sports tourism season, opened 12 "Snow Country Trains", and local travel agencies received group tourists with a year-on-year increase of 501%, and hotel orders were 20 times.
In addition to the number of tourists, tourism income is also an important indicator to measure the vitality of local cultural tourism.
During the eight-day Spring Festival holiday, the tourism revenue of many provinces across the country ushered in a substantial increase.
Among them, Guangdong (693600 million yuan), Hunan (6516.1 billion yuan), Yunnan (637400 million yuan) the three provinces have the strongest ability to "absorb gold", and the tourism income ranks in the forefront, and there is a large gap with the rest of the provinces; Guangxi, Jiangsu, Zhejiang, and Liaoning are in the second echelon, with tourism revenues of more than 40 billion yuan.
Judging from the per capita consumption data of the Spring Festival, the per capita tourism consumption of Hunan, Beijing, Hainan and other provinces exceeded 1,500 yuan, ranking ahead; Zhejiang, Qinghai, Guangxi, Heilongjiang, Shanghai, Yunnan, Xinjiang and Liaoning also have per capita consumption of more than 1,000 yuan.
Sichuan, Hubei and Henan ranked last among the provinces with published data on per capita tourism consumption.
It is not difficult to find that although the tourism income of most provinces during the Spring Festival holiday has ushered in gratifying growth, "strong popularity, low consumption", "large total amount, small per capita" are still pain points for many major tourism provinces for many years.
Take Henan, for example. "Reaching out and touching it is the Spring and Autumn Culture, and stepping on it with two feet is the Qin brick and Han tile", in recent years, Henan cultural tourism has frequently gone out of the circle. "Tang Palace Night Banquet", "Flying Over the Qingming River", Luoyang has become a Hanfu check-in place, and "Luoyang City, an ancient feast, Hanfu stepping on the snow Laojun Mountain" has become a part of experiential tourism.
Source: Henan Cultural Tourism.
Although Henan has performed well in terms of Spring Festival tourism data, in the eyes of many industry insiders, it is mainly due to the large number of local tourist sources. As a province with a large Chinese population, Henan has a huge source market within the province, which can form a huge tourism market.
According to the analysis of the associate professor of the Chinese Culture and Tourism Industry Research Institute of Beijing Second University of Foreign Chinese, Henan's cultural tourism "Wangding is not prosperous" has not only product system and product structure problems, but also related to low per capita disposable income.
First of all, Henan's cultural and tourism resources are mainly cultural resources, and the products are mainly sightseeing, and the leisure and vacation experience products are relatively insufficient; Secondly, the competitiveness of the main players in the cultural tourism industry is not strong enough, and there is a lack of strong competitiveness and influence of cultural tourism groups.
To this end, local cultural and tourism bureaus are also accelerating the layout and upgrading of related industrial chains, seeking ways to solve problems.
Relevant information shows that Henan has been working hard to "attract tourists to Henan" and stimulate regional cultural and tourism consumption. At the same time, Henan is also actively building a world cultural tourism resort. This year, Henan will start the preparation of the "Zheng Bianluo International Tourism Destination Development Plan" to further expand the tourism source market.
At the recent 2024 Henan Provincial Bureau of Culture and Tourism Director Meeting, the Henan Bureau of Culture and Tourism proposed to strive to exceed 1 billion tourists in Henan in 2024 and 1 trillion yuan in comprehensive tourism income.
Recently, Hunan, Anhui and other provinces have shouted out trillion-level cultural tourism goals, and a series of large-scale deployments.
If the "hot and hot" tourism fever is a kaleidoscope reflecting the good economy, then the endless negative news under the heat is a "demon mirror" of the cultural tourism market. During the Spring Festival, all kinds of "people are embarrassed" type of tourism are frequently searched.
Some popular tourist destinations are not well prepared, and air tickets have skyrocketed several times and have been scolded on the hot search; In some places, group tours were forced to shop, and they were kicked off the bus without buying 50,000 bracelets, but the Bureau of Culture and Tourism responded that the tour guide was not available to apologize; In some places, chartered bus drivers blackmailed tourists halfway to ask for a price increase, which attracted attention after being defended by Olympic athletes; There is also a steel chain bridge in the scenic spot that overturned, causing many tourists to hang upside down in the air and encounter a frightening moment ......
Source: Beijing time.
Although tourists during the Spring Festival bring huge tourism income to various tourist destinations, it is also a big test of service. Heat forecast for cities, key scenic spots and business districts; Cooperate with passenger flow control; improve the management efficiency and visitor experience during peak tourism periods; Mistakes in balancing passenger traffic can ruin the city's tourism impression.
Adequate and meticulous preparation, scientific and orderly management, and proper emergency response will naturally add points to the city's reputation and gain stamina for sustainable development. Gansu University and Guazhou County urgently dispatched nearly 10,000 beds in various guesthouses, hotels and school dormitories to provide tourists with temporary resting places, so that tourists can feel warmth and goodwill.
And those places that are obviously underprepared, the quality of employees is uneven, the marketing concept of cultural tourism is backward, and even the idea of "one pit is counted as one" and "one hammer deal", so that tourists come and return with excitement, they will inevitably not be able to hand in satisfactory answers.
From Zibo to Harbin, in the era of cultural tourism boom above the experience, many times there are traces of explosions.
A city with a strong sense of service and respect for the needs of tourists and the laws of the market can smoothly cope with every big test. Since there are tourists who fall in love with a city because of a comfortable experience, there are also many tourists who "black" a city because of an experience of being slaughtered.
The upsurge of cultural tourism consumption during the Spring Festival is cooling down, but people's enthusiasm for chasing "poetry and distance" is still high. After the Spring Festival exam, there are too many successful experiences worth summing up, and there are also many profound lessons worth reviewing. When tourism has become a rigid need for the people to feel a better life, it is worth pondering how to take cultural tourism to a higher level.