The intangible cultural heritage collection buys New Year's goods, the ice and snow tourism festival sees performances, and the night tour of lanterns on the ancient culture street ......During the Spring Festival in 2024, a variety of cultural and tourism activities will be held across the country to create a happy and peaceful festival atmosphere, show a new scene of China's economic and cultural vitality, and help the consumer market to be "hot and hot".
During the Spring Festival, the Ministry of Culture and Tourism organized and carried out the Spring Festival theme activity of "Happy New Year" with a total of 25 main activities in 7 major sectors, coordinated the promotion of a stable and orderly cultural and tourism market, effectively stimulated consumption potential and enhanced the recovery momentum of the consumer market on the bottom line of safe production.
* According to the data center of the Ministry of Culture and Tourism, the 8-day Spring Festival holiday 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 compared to 2019 on a comparable basis7%。
In recent years, people's love for traditional culture is growing, and the Spring Festival is the traditional festival with the most Chinese characteristics, which brings joy to the people while allowing more people to perceive the meaning of folk customs through this carrier and meet the spiritual needs of a higher level. Ruan Ke, an associate professor at the Institute of Cultural Industries of the City College of Zhejiang University, said that to stimulate festival consumption, it is necessary to inject more cultural connotation into traditional festivals and better meet the spiritual and cultural needs of the people during the holidays.
At present, scenic spots around the country grasp the new trend of cultural and tourism consumption, and use high-quality cultural and tourism products to meet the diversified needs of the people. Chongqing Ciqikou Ancient Town and Hongya Cave are like weaving, and special activities such as the Spring Festival Photography Exhibition and the Bashu Ancient Collection Exhibition are in full swing in the city's districts and counties. Thousands of folk customs activities were staged in the Chaoshan area, and local New Year's customs such as English singing and dancing, "camp master" and dragon dance with strong infectiousness spread rapidly on the Internet, and became popular "out of the circle", attracting tourists from all over the country to enter the parade and feel the unique cultural atmosphere.
According to the big data of the Ministry of Commerce, from the 23rd day of the lunar month to the seventh day of the Lunar New Year, the total passenger flow of key business districts across the country increased by 73% year-on-year. Chongqing Liberation Monument, Xi'an Datang Sleepless City, Guangzhou Beijing Road Block, Harbin ** Street and other agglomeration areas have entered the top ten business districts in terms of passenger flow in the country; The flow of visitors to the Palace Museum in Beijing, the National Museum, and the Sanxingdui Museum in Sichuan remained high.
Accordingly, a series of activities have been launched in various localities to enrich the supply of products during the Spring Festival, and to launch special activities and measures to benefit the people with rich content and various forms. Among them, more than 600 million yuan of subsidies for cultural and tourism consumption will be issued during the Spring Festival, which can be used to watch performances, visit scenic spots, taste food, stay in hotels, stay in residential accommodations, etc., so that the masses can benefit and enterprises can really benefit. Miao Muyang, director of the Industrial Development Department of the Ministry of Culture and Tourism, previously said.
During the Spring Festival, Jiangsu, Yunnan, Shandong, Guangxi, Heilongjiang and other places have carefully planned a series of activities to benefit the people, providing tourists with a more convenient and affordable travel experience through ticket discounts and the issuance of consumption vouchers. At the same time, some areas provide multiple warm-hearted service guarantees such as real-time heat forecasts and additional docent training, providing tourists with convenient and fast "one-stop" services. Hangzhou, Yan'an, Xiamen and other characteristic tourist cities have released New Year's consumption guidelines in advance, and launched hundreds of first-class activities such as "Double Hundred Spring Festival Tesco Hangzhou", "New Year Temple Fair" and "Chaoxia New Year Business District Market Gala" to stimulate consumption vitality and add color to the New Year.
Affected by the dual factors of ice and snow economy and cold travel, the 'north-south inter-straddle' tourism has risen during this year's Spring Festival holiday, and the travel popularity in the Northeast and Guangzhou, Guangzhou, and Guangzhou, has also been confirmed in our pre-holiday data. Yuan Shuliu, an expert in T3 travel data analysis, said that from February 9 to February 17, the overall demand for taxi travel by platform users increased by 254 year-on-year5%, the peak daily demand for taxis increased by 132 year-on-year2%。
According to Fliggy's data, domestic medium- and long-haul travel increased by more than 3 times year-on-year, and the average travel days of independent travel increased by 30% year-on-year. Tourists from the north tend to go to Hainan, Guangdong and other places to focus on the "warm year", while tourists from the south have gone north to Heilongjiang, Liaoning and other places to experience new forms of ice and snow tourism.
The CPI (Household Consumption** Index) has been month-on-month for two consecutive months**, and the trend of steady easing of household consumption** has continued, and the effective social demand has continued the momentum of moderate recovery. Jones Lang LaSalle Greater China Chief Economist and Director of Research Pang Ming said.
The first economic work conference held last year proposed that in 2024, we should adhere to the principle of seeking progress while maintaining stability, promoting stability with progress, and establishing first and then breaking; More policies are conducive to stabilizing expectations, growth, and employment.
In 2023, the role of the service industry and consumption as the engine of economic growth will be highlighted, consumption hotspots such as entertainment and tourism, sports events will heat up, and consumption scenarios such as the ice and snow economy will emerge, providing a broad space for consumption growth, and the advantages of the super-large-scale market will still be obvious. Liu Yuanchun, president of Shanghai University of Finance and Economics, said that in the new year, it is necessary to put the expansion of consumption in the first place of economic development, and the first department can launch a consumption subsidy policy to stabilize social expectations and boost the confidence of economic entities. (Liu Yuqing and Chen Jingyi also contributed to this article).