According to the cultural and tourism market situation of the 2024 Spring Festival holiday released by the Ministry of Culture and Tourism, the Spring Festival holiday is 8 days, and the national domestic tourism outing is 47.4 billion passengers, an increase of 19 percent over the same period in 2019 on a comparable basis0%；The total cost of domestic tourists is 63268.7 billion yuan, an increase of 7 percent over the same period in 2019 on a comparable basis7%。The tourism market continued to perform well before and after the Spring Festival, which drove the continuous general growth of Hong Kong tourism stocks. On February 14, the first trading day of the Year of the Dragon, Tongcheng Travel rose 306%, Trip.com Group rose 441%；Since the beginning of the year, Tongcheng Travel has increased by 30%, and Ctrip Group has increased by 28%.
Institutions generally believe that the Spring Festival tourism data exceeded expectations, which is expected to boost tourism expectations throughout the year. Bank of China ** said in its research report that the super long Spring Festival holiday triggered a good start in the domestic cultural tourism market, and the recovery of cross-border travel accelerated under the favorable supply side, and the cultural tourism market is expected to continue to be hot throughout the year.
Santa Monica, California, USA.
At present, just after the Spring Festival, Chinese tourists have begun to plan outbound travel itineraries for the May Day holiday. According to the data of Tongcheng Travel, the number of bookings for outbound travel tickets during the May Day holiday after the holiday increased by nearly 2 times compared with before the holiday, and the number of air tickets for outbound travel departing from Shanghai, Guangzhou, Beijing, Hangzhou and Qingdao was the highest.
Meanwhile, on March 5, 2024, the California Tourism & Convention Authority (CalTourism) announced the reopening of its Guangzhou office, marking another important milestone in the recovery of California's tourism market in China. In order to promote the recovery of California's tourism industry, the California Tourism Board sees Guangzhou as a key market and contributes to the recovery of the tourism industry through targeted investments and strengthened ties with key partners and connections. The California Tourism Board has been deeply involved in the Chinese market for nearly 15 years and recognizes the important role of China in driving global visits to California. California is the highest percentage of Chinese tourists who choose California as their preferred destination when they arrive in the U.S. (32% of all visitors to the U.S.), and the Guangzhou office will play a vital role in connecting California with local industry partners, providing up-to-date destination information, education, and support.
Wen Lai Shuxiang.
Photo courtesy of California Tourism.