During the Spring Festival holiday, various cultural tourism "report cards" have been released one after another. The main tourism indicators of this year's Spring Festival holiday have exceeded the level of the same period in 2019, and it is not an exaggeration to rate it as the "unprecedented" and hottest Spring Festival.
A few days ago, the Ministry of Culture and Tourism recently released the domestic tourism data for 2023. According to statistics, the number of domestic trips in 2023 will be 489.1 billion, the total cost of domestic tourists traveling is 491 trillion yuan, both exceeding the level of the same period in 2019. Especially in the summer of 2023, Friday.
1. During the National Day, the recovery momentum of the national cultural tourism market is strong, and "revenge travel" has frequently become a keyword on social networking.
How have tourism companies performed in the past year? Before the Spring Festival, there is a total of35 A-share listed travel companiesAnnounced 2023 earnings forecast. among othersThere are 23 companies with pre-profit and 12 companies with pre-loss, and the general loss of loss-making enterprises is more than 100 million yuan.
It seems that the tourism market is in full swing, but the consumer answer sheet handed over is surprising. Why are so many listed travel companies still losing money despite the strong recovery of the tourism industry?
Source: Zhiku Cultural Tourism.
According to data from the Ministry of Culture and Tourism, this year's Spring Festival holiday lasted 8 days, and there were 4 domestic tourism trips across the country7.4 billion person-times, with a total cost of 6,3268.7 billion yuan, an increase over the same period in 2019 on a comparable basis. 7%。
The data is encouraging, but public opinion shows that many people are not buying it. Some netizens also joked about the official data: "The number of people who go out is counted." ”
If you have money or not, go home for the New Year" is a Chinese tradition, and these trips have little to do with tourism consumption. Looking back at the overall tourism consumption market in 2023, the industry is the general view of the tourism market in the past year.
The number of domestic tourists in the summer of 2023 will reach 183.9 billion person-times, significantly higher than the same period in 2019; In the third quarter of 2023, the total number of domestic tourists was 129 billion, a year-on-year increase of 1019%。However, in terms of tourism revenue, there is still a big gap compared with 2019.
The overall consumption data and hot phenomena show that the passenger flow in various places has grown explosively after a three-year dormant period, but the recovery degree of the number of people is much higher than the recovery of consumption, and the phenomenon of "Wangding is not prosperous" has appeared at the national level.
The hot summer travel market. Source: Visual China.
According to the analysis of industry insiders, the virtual fire of the tourism market, in addition to the reduction of consumption caused by people's increased uncertainty about the outlook in the post-epidemic era, is also related to the excessive stimulus of the local tourism market.
In order to promote the vitality of the tourism market, many places have promoted the development of the tourism industry through the issuance of tourism consumption vouchers and other means. According to incomplete statistics, in the summer vacation from June to August alone, there are relevant activities to promote summer cultural tourism consumption in Guangdong, Hainan, Henan, Anhui, Hubei, Hunan and other placesThe cumulative amount of distribution is nearly 1 billion
Henan Province issued nearly 100 million yuan of cultural tourism consumption vouchers, and launched the "Walking in Henan and Understanding China" cultural tourism season for three consecutive months100 itemsPreferential travel incentives and subsidies, the organization of thousands of cultural tourism to promote consumption activities, the implementation of cultural tourism consumption subsidies, ticket exemption and other preferential measures.
Hubei issues "Extreme Eyes Chutian Loves Hubei" cultural tourism consumption coupons to tourists from all over the countrya total amount of 400 million yuan, for a period of 7 months; At the end of June, Hunan also launched the "Five Business Cards" cultural tourism consumption voucher distribution activity, which lasted until the end of AugustA total of 15 million yuanThe scope of use covers A-level scenic spots, star-rated hotels, and travel agency line products in the province.
People line up at the Hainan Island Duty Free Shopping Festival.
From the end of June to August, Hainan will hold the 2nd Hainan International Outlying Island Duty-free Shopping Festival in 2023, during which it will be distributed20 million yuanTax-free shopping** consumption vouchers; From July to September, it will be issued in Ningbo, ZhejiangThe total amount is 200 million yuanThe "Passion Summer" Ningbo Consumption Voucher.
The reason why the "report card" of cultural tourism during the Spring Festival holiday is gratifying also needs to be carried out from the supply and demand side. During the Chinese New Year, many "cultural tourism feasts" were launched in various places. Take Beijing as an example, it already has rich and heavy tourism resources, and launched more than 7,000 activities during the Spring Festival.
Whether it is tourism resources or various cultural and tourism activities, it will stimulate citizens and tourists to spend on tourism. These stimulus measures to stimulate the vitality of the tourism market, does have a certain effect, but the market wants to really prosper, the existing statutory holidays and paid leave system has been difficult to meet the needs of the public tourism, tourism enterprises can make money, relying solely on tourism consumption vouchers, free tickets, in the end in exchange for only "Wangding is not prosperous".
From the A-share listed travel companies that have released their 2023 performance forecasts, it can be seen thatEnterprises with more losses do not take tourism as their core business, and the recession of their core business leads to large losses. Overseas Chinese Town A, Oriental Garden, Lingnan Shares, Huayi Brothers and other enterprises with more losses belong to this kind of reason.
Internet celebrity attractions such as Datang Sleepless City and Shenzhen Happy Valley under OCT, the "first brother" of cultural tourism real estate, will be favored by many tourists in 2023. ButOCT A's core revenue** is real estate, including tourism real estate, commercial real estate, etc. The attractions here are crowded, but the performance of the cultural tourism sector of OCT over there has declined instead of increasing, revenue of 103100 million yuan, up from 105 in the same period last year500 million has also dropped by more than 200 million.
The Datang Sleepless City, under OCT, is crowded.
Regarding the loss, OCT once explained that first, due to the impact of factors such as the location layout and long development cycle of some projects, the de-commercialization speed of some of the company's projects was not as fast as expected, and the gross profit margin decreased year-on-year; Second, the company has adopted a flexible sales strategy for some real estate projects, resulting in partial value loss. In the past,Real estate enterprises are a major subject of investment in tourism, and now with the shrinkage of this main body, the scale of tourism investment has decreased significantly, which is bound to affect all kinds of enterprises in the tourism chain.
Oriental Garden, Lingnan sharesIt takes ecological gardens as its core business, but it attaches great importance to tourism, takes tourism as a strategic track for deep cultivation, and invests in and acquires a number of large-scale tourism projects and tourism enterprises. In recent years, the ecological garden business has continued to be sluggish, and the transformation of the enterprise into a tourism track has not been successful.
Huayi Brothers is a film-based enterprise, and its layout in the tourism industry is mainly live entertainment projects, including more than 20 projects such as Suzhou Huayi Brothers Movie World, Zhengzhou Jianye Film Town, Changsha Huayi Brothers Film Town, Jinan Film World, Hainan 1942 Style Street, etc. But in terms of performance contribution,The contribution of the live entertainment sector has not been high, and the main business of Huayi Brothers is still affected by the performance of Huayi Brothers.
Zhangjiajie, a mountain scenic spot with a good recovery momentum, and Songcheng Performing Arts, a tourism performing arts company, are also unexpectedly listed on the list of losses.
Source: Little Red Book.
Zhangjiajie's losses mainly stem from the previous investment in Dayong Ancient CityThe total investment of the Dayong Ancient City project is more than 2.2 billion yuan, but the income generation capacity is relatively meager after completion. The Internet live broadcast company "Huafang Group" invested by Songcheng Performing Arts has suffered a sharp decline in its operating performance due to factors such as the decline in the industry's prosperity。If this factor is not considered, Songcheng Performing Arts is expected to make a profit of 7 in 2023500 million yuan - 900 million yuan.
While seeing the "report card" of cultural tourism during the Spring Festival, we should also note that there are still many problems in the cultural tourism market. For example, Fu Yuanhui, a well-known swimmer, posted that the chartered bus was blackmailed, and the problem was solved after the intervention of the Jilin cultural and tourism department; When a family of five was traveling in Lijiang, Yunnan, they were driven out of the car by the tour guide because they did not buy a bracelet of 50,000 yuan, which also attracted widespread attention.
In the post-epidemic era, it is an indisputable fact that the overall economic situation has led to a lack of public consumer confidenceTourists are becoming more "rational". Tourism, as a "discretionary consumption", has a high elasticity of demand and is more susceptible to income impact.
Whether it is Zibo, which is popular in summer, or Harbin, which is popular in winter, they have "convinced" tourists with ultra-low prices and extremely high cost performance. "Crazy with your wallet" will perform well in the holiday travel market in 2023"Cost-effective" has become the most convincing flashpoint in the tourism consumption market
"Erbin", which exploded in winter, has become a popular point for tourists in terms of prices. Morning Market Fried Cake 18 yuan for one, meat and egg burger for 6 yuan for two, "Northeast buffet lunch" rolled to 10 yuan for 24 dishes, you can eat as much as you want. Many netizens even suggested that cold-proof clothes do not need to be purchased in advance, and it is cheaper to sell them locally in Harbin. "It's not that Switzerland can't afford to go, but the Northeast is more cost-effective. ”—It reverses the public's stereotype of "stealing customers" and "profiteering" in tourist cities.
Ice and Snow World. Source: Visual China.
The replacement of tourism mode contains a new market consumption logic, and the rise of new tourism is the best example. "Old cadre style hotel" will be hot search in 2023, and young people will spend a few hundred yuan to stay in a state-owned hotel with "in-system" characteristics; The "special forces" spend as little money as possible, in the shortest possible time, to visit as many places as possible, and to the extreme, from time to money.
The cultural tourism market in the post-epidemic era will be more flexible and flexible, and the requirements for enterprises' own competitiveness and business capabilities will be higher. Such as:Xi'an Tourism and Huatian Hotel are both long-established listed tourism companies, but they have been silent in their long-term operations, and they often suffered losses before the epidemic, resulting in the loss of competitiveness in the changing market demand - what such enterprises need is a drastic business change.
The popularity of Spring Festival tourism has made a good start for the tourism market in 2024. As the tourism industry returns to normal, whether the performance of listed tourism enterprises in 2024 can grow accordingly depends on the solid operation, high-quality service and continuous innovation of the enterprise, enhance the sense of experience, ritual and gain of tourists, and undertake a more prosperous consumer market with better reception services.