During this year's Spring Festival holiday, tourists have opened the "reunion + play" mode, crossing mountains and seas, rushing to reunion, traveling hand in hand, sharing the festival, pursuing the taste of the New Year, and adding color to the holiday. The warm pictures of reunions, the fun scenes of holidays, and the "lively places" of festivals everywhere make the land of China particularly prosperous, and the atmosphere of the Spring Festival is even stronger.
During the Spring Festival in 2024, the Ministry of Culture and Tourism will organize and carry out the Spring Festival theme activity of "Happy New Year", coordinate the work of safe production and holiday market, and make the cultural and tourism market stable and orderly. The willingness of urban and rural residents to travel is high, and many indicators such as the number of trips and the total cost of travel have reached a record high. **According to the data center of the Ministry of Culture and Tourism, the Spring Festival holiday is 8 days, and the national domestic tourism is 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%；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.
On February 16, tourists watched the dragon dance and enjoyed the New Year at the 13th Spring Festival Folk Culture Festival in Panjiayuan. Photo by China Tourism News reporter Chen Chen.
Travel hand in hand to taste the fireworks in the world
During the Spring Festival holiday, reunion and travel are the "head" of the public, relatives and friends get together to make the scenery of the journey more beautiful, and the beautiful scenery of the journey also makes the reunion of relatives and friends warmer.
On the sixth day of the first lunar month, in the 12 o'clock theme block of Chang'an, Xi'an, a Chinese dragon hovering in the air attracted citizens and tourists to watch and take a group photo. In the crowd, a middle-aged man wrapped his left hand around the gray-haired old man, and raised his mobile phone with his right hand! Look at the camera. In front of the camera, the old man's face was filled with a happy smile. Seeing this scene, the reporter took the initiative to help the two take a group photo. During the conversation, I learned that the middle-aged man's name was Wang Jiang, a doctor who accompanied his mother from Yulin to Xi'an for the New Year. "We usually work overtime and are busy, and we don't really spend much time with our families. Wang Jiang told reporters that this year chose to enrich the holiday with tourism, and convey family affection with companionship, although there were many people and cars along the way, but family affection was sublimated during the journey.
In Xi'an's city walls, ancient streets and fashion check-in places, you can see people like Wang Jiang everywhere. "The encounter between rich history and public life and the continuation of the story of the city together also provides an opportunity for everyone to relive family affection, release pressure, and find happiness. Yin Weimin, a researcher at the Foreign Cooperation and Exchange Department of the Shaanxi Provincial Department of Culture and Tourism, said, "The competition of tourist destinations is not only the innate resource endowment, but also the delicious fireworks in the world." ”
In the Nanchang Han Dynasty Haiyang Marquis Ruins Museum, the reporter met Mr. Rao, who returned to Nanchang from Shanghai to visit relatives, and he was taking his family to visit the cultural relics with great interest. "Did you find the dragon? Look here, there is a dragon in relief on the base of this Boshan furnace! "Mr. Rao and his family approached the cultural relics**. Mr. Rao took his family to play in Nanchang, not only to visit historical sites and experience characteristic folk customs, but also to take his children to challenge the recitation of "The Preface to the Pavilion of King Teng" for free admission, and enjoyed it. "Let children feel family affection, learn culture, and educate in fun. Mr. Rao said.
In Hefei Wei Street, Ms. Song's family crowded into the crowd **Luzhou acrobatic performance, dancing empty flags, top cylinders, and turntables were staged one after another, and cheers were heard from time to time. "I haven't seen a performance like this for many years, and the strong New Year's flavor is back. Ms. Song said that the children not only felt the festive atmosphere of the Spring Festival, but also experienced the charm of traditional culture.
Tourism is a happiness industry. Wang Li, general manager of Anhui China Youth Travel Service Co., Ltd., who has been working in Hefei for a long time, has a deeper understanding of holiday tourism. He said that in the process of traveling, people can not only increase their knowledge, but also enhance their sense of happiness and satisfaction in life, and further stimulate people's pride in striving for their dreams.
The two-way rush of reunion + travel has added vitality and excitement to the public's holiday life. According to Ctrip's report, the Spring Festival homecoming wave has made tourism more dispersed, and many small and medium-sized cities have "hometown tours" hot, with local tours accounting for 24%, driving the popularity of "hometown" scenic spots, parks, and business districts.
Share the flavor of the New Year, and the integration of culture and tourism is brilliant
During the Spring Festival of the Year of the Dragon, the strong flavor of the New Year permeates the north and south of the river, and the characteristic New Year's customs activities collide with mass tourism.
The first time I traveled to Quanzhou, I saw the street performance, and I was so lucky. On the sixth day of the Lunar New Year, the "Longteng Donghai Fuman Quanzhou" folk street stepping activity was held in Quanzhou, Fujian. The activities include "People from Ten Continents in the Market, Merchants from All Countries" and "Quannan Heroism, Shaolin Wind Everywhere" and other sections, covering 30 intangible cultural heritage items, and unique chest beating dances, Huoding in-laws, dragon dances, etc., are staged wonderfully, providing a cultural and tourism feast for citizens and tourists.
After 20 years, Quanzhou has restarted folk customs to step on the streets, use folk customs to nourish the hearts of the people and gather people's strength, so that the ancient charm and the new trend can be integrated here, and culture and fireworks will coexist here. The relevant person in charge of Quanzhou City said that he hoped that the majority of tourists would go deep into Quanzhou, understand Quanzhou, taste the heritage of the world heritage city, and share the beautiful scenery of "Song and Yuan Dynasty China and Maritime Silk Road Quanzhou".
Photo courtesy of the organizer of the dragon dance scene.
On the third day of the Lunar New Year, in Xima Township, Hongjiang City, Hunan Province, a traditional Xuefeng Broken Neck Dragon Dance folk activity was presented. The Snow Peak Broken Neck Dragon Dance is a local tradition that has a history of more than 1,400 years. On the same day, 11 dragon dance teams from Xima Township appeared one after another, the scene was noisy with gongs and drums, full of New Year's flavor, attracting a large number of surrounding tourists to come to "join in the fun", experience folk activities and also visit the local wind and rain bridge, solitaire pavilion, Yongxing Temple and other historical sites. Xiong Jinhua, Secretary of the Party Committee of Xima Township, said that during the Spring Festival this year, many villagers returned to their hometowns to participate in the dragon dance. The dragon dance condenses people's hearts and strength, dances with spirit and spirit, and dances with a new atmosphere. At the same time, it also attracts tourists and increases its popularity and reputation.
In the ancient city of Shanhaiguan in Qinhuangdao, Hebei Province, from a small age to the sixteenth day of the first lunar month, a series of activities such as folk temple fairs, ten thousand food gatherings, and New Year's songs to welcome the New Year continue to be staged. Folk performances such as two ghost wrestling, fairy bean picking, closing the city, opera storytelling, running donkeys, and rowing boats appear in turn on the streets and stages, attracting a large number of citizens and tourists. A local tourism worker couldn't hide his excitement and said: "Eating in your mouth, holding it in your hand, and then watching a folk performance, this is the right way to open the New Year." ”
During the Spring Festival holiday, visiting the temple fair, watching the lantern festival, enjoying the dragon dance, lion dance, running dry boat, the colorful folk customs are not only the way for local residents to feel the flavor of the New Year, but also the way for foreign tourists to understand the local culture and enjoy a beautiful journey.
According to the Spring Festival holiday released by the Ministry of Culture and Tourism, the integration of culture and tourism is booming, and the quality of service supply has been upgraded. During the Spring Festival, the cumulative nighttime passenger flow of the agglomeration area that has been included in the monitoring scope is 9851210,000 person-times, a year-on-year increase of 5831%。Featuring intangible cultural heritage, traditional folk customs, dress up the festive atmosphere. Activities such as the Spring Festival lantern festival, dragon dance performances, temple fairs, and intangible cultural heritage shows have become an important choice for tourists to travel in the New Year. Popular museums continue to be popular. Around the theme of the Year of the Dragon, cultural and museum venues in many places have carried out activities such as "family tour in the museum" and "Spring Festival tour to learn knowledge", presenting a pattern of "big and lively, small and small quality".
Stimulate consumption and accumulate development momentum
The ultra-long holiday has boosted the public's enthusiasm for travel, which in turn has boosted consumer enthusiasm and consumer confidence, and has also accumulated development momentum while creating a happy and peaceful holiday atmosphere.
During this year's Spring Festival, Zhejiang will hold the 2024 provincial cultural and tourism New Year consumption season activity of "Come to Zhejiang, Happy New Year", and launch the "Come to Zhejiang" to enjoy the unique activities, watch the big plays, taste the delicious, watch the village evening, visit the market, live in a homestay, visit the beautiful scenery, look for a big exhibition, enjoy the tide play, and study and study, with a global tourism income of 437600 million yuan, an increase of 38 percent over the same period last year on a comparable basis9%, an increase of 299%；The per capita consumption of tourists was 1,443 yuan, a year-on-year increase of 108%, an increase of 38%。
Photo courtesy of the Chinese Dinosaur Park Scenic Area at night.
In Changzhou, Jiangsu, the China Dinosaur Park Tourist Resort has carefully planned a series of activities such as the New Year's Blessing Million Fireworks Awards, the New Year's Drama, and the Changzhou Lantern Festival. From the first day of the first lunar month to the eighth day of the first lunar month, the resort has received more than 600,000 tourists, of which more than 70% are tourists from outside the province, and the occupancy rate of the official hotels of the resort has reached 100%.
In Jilin, four days before the Spring Festival holiday, Changchun Ice and Snow Xintiandi received 20,000 tourists per day, an increase of 133% compared with the same period in 2023, and its operating income increased by 291% year-on-year. Changchun Zoological and Botanical Park Westward Journey Theme Park received about 120,000 visitors during the Spring Festival holiday, of which 67 were foreign tourists13%。
Ctrip's report shows that during the Spring Festival holiday, ticket orders for domestic scenic spots increased by more than 60% year-on-year; Customized tour orders increased by more than 5 times year-on-year; Domestic chartered car guide orders increased by 200% year-on-year. According to the Fliggy report, the number of domestic travel bookings has significantly exceeded the same period in 2019, with medium- and long-haul travel increasing by more than 3 times year-on-year, and the average travel date of independent travel increasing by 30% compared to the same period last year. Outbound travel also hit a peak in the past four years, with bookings increasing nearly 10 times year-on-year; Cruise travel ushered in a good start to this year's Spring Festival, with cruise bookings, including domestic and international cruises, increasing by 445% year-on-year.
According to the Spring Festival holiday released by the Ministry of Culture and Tourism, the tourism market is bursting with vitality and holiday consumption continues to heat up. The characteristics of "north-south interchange, east-west crossing" are remarkable. Since the beginning of the Spring Festival, residents in the north have gone south, and it has become a new fashion for residents in the south to ski and enjoy ice in the north. Driven by favorable policies such as mutual visa exemption, customs clearance facilitation and the resumption of air routes, the recovery of inbound and outbound tourism has accelerated. In terms of outbound travel, short-distance cross-border tours to Hong Kong and Macao, Japan, South Korea, Southeast Asia, Northeast Asia and other countries and regions are the mainstay, and the "Singapore, Malaysia and Thailand" products of some travel agencies have basically recovered to the level of the same period in 2019.
Interview team members: Ren Li, Zhou Chen, Zhu Wenwen, Li Jinzhi, Gao Hui, Ren Yingying, Gao Yue, Tao Li, Tai Zijun, Yang Hao, Li Zhigang; Writer: Li Zhigang; Editor: Song Yuqiu).