Recently, the main event of the 2024 National Spring Festival Cultural and Tourism Consumption Month was launched in Harbin, Heilongjiang. At the event site, the Ministry of Culture and Tourism, together with relevant industry associations, financial institutions, and leading cultural and tourism enterprises, released high-quality cultural and tourism products, consumption scenarios, promotion activities and measures to benefit the people, so as to create a joyful and festive atmosphere and better meet the cultural and tourism consumption needs of the masses during the Spring Festival.
Diversified supply stimulates consumption potential
Since 2023, cultural and tourism consumption has recovered strongly, becoming an important engine to drive overall consumption growth and boost market confidence. During the Spring Festival, all market entities will combine the theme of the Spring Festival and the characteristics of winter, rely on the resource endowment of local characteristics, enrich the supply of products and services such as ice and snow, cold shelter, scenic spots, accommodation, etc., and hold cultural and tourism consumption promotion activities with rich content and various forms, so as to continue the hot trend of cultural and tourism consumption.
Douyin Life Service will carry out the "Douyin New Year Eat, Drink and Play Festival" activity, and hold the "Spring Festival Travel Guide" cultural tourism consumption activity, focusing on tourists' long-term travel pre-purchase before the festival and local peripheral travel during the festival. "We look forward to exploring and discovering the infinite possibilities of Chinese New Year consumption and stimulating new growth in cultural and tourism consumption. Dai Wenfei, head of the marketing strategy of Douyin Life Service Wine and Tourism Industry, introduced that Douyin will also launch the "Dragon Fun New Year Online Lantern Festival" activity, combined with the national key lantern festival scene to create a "out of the circle" topic. Carry out the marketing of cultural tourism destinations for the New Year, focus on hometown scenes, and promote the "New Year's Flavor Places" around citizens and tourists. In addition, destination marketing will be carried out around multiple themes of "Warm Winter Island" and "Hot Spring Skiing", exclusive event venues will be launched, and exclusive travel strategies will be launched.
During the Spring Festival of the Year of the Dragon, Ctrip will continue to work with destinations to bring more exciting and discounted products and services to citizens and tourists. Wang Wei, senior vice president of Trip.com Group, said that Ctrip will launch three themed consumption activities to benefit the people: the main venue of the Spring Festival promotion, the main venue of the Spring Festival-themed live broadcast and the main venue of the Spring Festival travel, providing tourists with a wealth of discount products and preferential activities, covering hotels, air tickets, tickets, group tours and other products. In addition, Ctrip has also cooperated with various regions to launch a series of preferential measures, including hotel discounts, ticket discounts, and travel route discounts. Among them, consumption vouchers such as "The 8th Chongqing Cultural Tourism Huimin Consumption Season (Autumn and Winter)" and "Tour Chengdu and Jinjiang" will be issued online, and the "Ice and Snow Resort, Charming Yili" and "Shihezi" activities will launch preferential measures of up to 5% off consumption items.
In recent years, the popularity of ice and snow tourism has continued to increase, and citizens and tourists have stepped out of their homes to play in ice and snow, and the insurance industry has also launched products such as ice and snow premium travel insurance for citizens and tourists. "In 2023, 26 property insurance companies in the insurance industry will launch a total of 125 ice and snow tourism-related insurance products, which is 904810,000 person-times to provide risk protection. Wang Yuxiang, member of the Party Committee and vice president of the Insurance Association of China, said that in the next step, we will explore the development model and path of upgrading ice and snow tourism insurance, provide more sound protection for the main body of ice and snow economic production and operation, and help the development of ice and snow tourism.
Real gold** Unleash consumption momentum
The prosperity of the cultural tourism consumer market is inseparable from financial empowerment. During the Spring Festival, all financial institutions will give full play to the advantages of financial services such as bank cards, payment and settlement, online finance, and consumer credit, covering tourism scenarios such as "food, housing, transportation, travel, shopping and entertainment", and provide "real gold" support for cultural and tourism consumption during the Spring Festival.
At the event, China UnionPay released the 2024 "100 Cities and 100 Districts" Spring Festival special event. Ding Linrun, chief product officer of China UnionPay, said that China UnionPay will support 25 cultural and tourism authorities to issue more than 7,600 yuan of "100 cities and 100 districts" New Year cultural tourism consumption vouchers. At the same time, we will build a "payment+" ecosystem and establish a "UnionPay Bank with You" zone on UnionPay. At present, it has aggregated the resources of 28 domestic provinces and 19 international tourist destinations to continue to boost consumption. In addition, China UnionPay will also implement the facilitation of payment for overseas people in China, and encourage more banks to support UnionPay's "Travel Pass" digital solution to promote the travel consumption of overseas people in China.
During the Spring Festival, the Agricultural Bank of China will introduce a package of financial measures to support cultural and tourism consumption in accordance with the principles of leading guidance and business sustainability, and promote the introduction of more financial resources into key areas of cultural and tourism consumption. Li Ping, Secretary of the Party Committee of the Credit Card Center of the Agricultural Bank of China, introduced that the Agricultural Bank of China will carry out the "Agricultural Hundreds of Millions of Farmers - Agricultural Bank of China Consumption Festival" to meet the payment needs of consumers. Cooperate with UnionPay, WeChat, Alipay, Meituan, Ctrip, etc., to carry out Spring Festival themed activities such as the New Year's Festival and colorful New Year's Greetings. At the same time, it has innovatively launched a credit card with the theme of cultural tourism to continue to stimulate the momentum of cultural tourism consumption.
Integrated development enriches consumption scenarios
From watching the mountains and rivers to appreciating tourism and performing arts, from watching the flowers to experiencing the immersive cultural tourism ......At present, citizens and tourists have a stronger demand for new cultural tourism consumption scenarios, and the in-depth integration of culture and tourism continues to empower the cultural tourism consumption market. During the Spring Festival, all market players will strive to create a vibrant and steaming festive atmosphere, empower holiday consumption, promote the development of "tourism +" diversified formats, and "add fire" to the Spring Festival cultural tourism market.
At the beginning of the new year, colleagues in the performance industry will work together to present high-quality performing arts products to the audience and enrich the cultural life of the masses in a more diversified way. According to Pan Yan, vice president and secretary general of the China Performance Industry Association, tourism and performing arts will add cultural experience to the New Year outing. Tourism and performing arts projects such as "Songcheng Eternal Love", "* Edition of Long Hate Song", "Only Henan Drama Fantasy City" and "Impression Liu Sanjie" will continue to operate in February to receive Spring Festival tourists. At the same time, as ice and snow tourism has become a "hot item" in the cultural tourism market this year, ice and snow performances have also attracted the attention of citizens and tourists. Ice and snow performances such as "China Ice Show Ode to Joy" and "Meet Harbin" are the icing on the cake for Harbin's ice and snow economy, and activities such as ice and snow performances in Gansu Tianshui Maijishan Botanical Garden, Tangshan Shadow Puppet Park Ice and Snow Happy Season, and Beijing Happy Valley Fantasy Ice and Snow Parade will also continue to enrich the New Year life of citizens and tourists.
Not only tourism and performing arts, but also scripted entertainment has also continued to innovate and iterate, deriving new models such as "script + tourism", "script + research" and "script + performing arts". Many scenic spots and neighborhoods organically combine culture, business and tourism through immersive scripted tours to unlock new consumption scenarios. Kong Ming, Secretary-General of the China Culture and Entertainment Industry Association, introduced that under the guidance of the Industrial Development Department of the Ministry of Culture and Tourism, the association organized and prepared the "Welcome the New Year, Happy Travel" excellent scripted entertainment works collection activity at the end of last year. At present, the cultural and tourism departments of Guangdong, Shanghai and other provinces and cities have begun to issue coupons to the stores operating these excellent works in the cultural and tourism consumption promotion activities, encouraging the public to bring their relatives and friends to experience the fun of the festival during the holidays. "We hope to use the way that young people like to further stimulate the vitality of cultural and tourism consumption during the Spring Festival and create a new scene for the integrated development of culture and tourism. Let consumers experience the entertainment products full of festive atmosphere in a more novel way, and upgrade tourism from sightseeing to playing. Kong Ming said. (Author: China Tourism News reporter Yang Limin; Editor: Song Yuqiu).
Original title: "Creating a Festive Atmosphere and Stimulating Festival Consumption - All Parties Make Efforts to Promote National Spring Festival Culture and Tourism Consumption".