"The mountains and seas of Dapeng are really not enough, the climate is pleasant, not only suitable for the elderly, but also many dynamic projects that children love to play. In mid-February, Mr. Liu from Beijing took his parents and children to Dapeng, Shenzhen for the Spring Festival, and stayed at the "Seeing the Sea" homestay in Nanao to feel the beauty of "facing the sea in spring".
During the Spring Festival this year, many foreign tourists speaking dialects can be seen in the streets and alleys of the new district and scenic spots. The questionnaire on tourism experience during the Spring Festival in Dapeng New Area (hereinafter referred to as the questionnaire) shows that among the tourists who come to Dapeng during the Spring Festival, the number of tourists from outside the province has increased significantly, accounting for 2804%, exceeding the proportion of tourists from outside the province by 10 for the first time98%。During the Spring Festival, Dapeng can see a lot of "foreign faces", and overseas tourists also hit a record high, with a significant increase of 254 year-on-year76%。
Just after New Year's Day, the atmosphere of the New Year in the new area is getting stronger and stronger, and a total of more than 100 cultural and tourism activities are staged in turn from New Year's Day to the Lantern Festival. The beautiful scenery of mountains and seas, rich cultural and tourism activities, wonderful intangible cultural heritage, and thoughtful supporting services attract tourists to vote with their "feet". According to statistics, during the Spring Festival holiday, the new area received a total of 82 tourists740,000 person-times, a year-on-year increase of 12527%, which recovered to 269 in the same period of the Spring Festival in 2019 on a comparable basis17%；Achieve tourism revenue 53.4 billion yuan, a year-on-year increase of 14907%。At the same time, tourists voted for satisfaction with the tourism services in the new area, and the questionnaire showed that the overall satisfaction rate of tourists with the tourism services in the new area reached 9032%。
In-depth face-to-face survey in 7 major areas, **More than 1,000 valid questionnaires
As the only national-level tourism reform and innovation pilot zone in the province and the pilot area of Shenzhen National All-for-One Tourism Demonstration Zone, Dapeng New Area has adhered to the "Millions and Millions Project" as the number one project to promote high-quality development in recent years, enriching the supply of tourism products, stimulating domestic demand and expanding consumption, and continuing to launch a variety of tourism products, receiving more than 16.11 million tourists in 2023 and exceeding 9.7 billion yuan in tourism revenue.
Entering the new year, the new area sounded the clarion call for the high-quality development of the tourism industry, and clearly proposed to set 2024 as the "Year of High-quality Development of Dapeng Tourism". In order to welcome the New Year of the Dragon in Jiachen, the new district planned in advance, systematically deployed, and specially planned a cultural and tourism feast with the theme of "Playing Hi Seven Days Extraordinary Dapeng" throughout the entire holiday, dividing the 7 major areas of Dapeng Suocheng-Jiaochangwei, Yangmeikeng-Luzui, Baguang, Guanhu-Shayuwan, Jinsha Bay, Moon Bay-Haibei Bay, and Dongxichong-Observatory, and combined with the characteristics of the 7 major scenic spots, the National Tide Intangible Cultural Heritage Tour, the Fisherman's New Year Tour, the Colorful Coastal Tour, the Coastal Romantic Tour, the Family Vacation Tour, the Parent-Child Leisure Tour, The 7 tourism theme routes of the mountain and sea exploration tour unlock a variety of new ways to play mountain and sea tourism for tourists.
Are tourists dissatisfied with this cultural and tourism feast? The New District Group Work Department actively gave full play to its organizational advantages and designed a 30-question questionnaire, which was organized by volunteers to go deep into 7 major areas and visit tourists face-to-face to understand tourists' evaluation of Dapeng Tourism's popularity, reputation and service satisfaction, with a total of 1,002 valid questionnaires. After analysis, the "portrait" of Dapeng tourists during the Spring Festival was depicted for the first time. At the same time, the Bureau of Culture, Radio, Television, Tourism and Sports of the New District will conduct a thorough investigation of the operators and practitioners of homestays and scenic spots, provide powerful first-hand information for the new area to "make up for shortcomings, stretch the board, and forge new boards", brainstorm and work together to improve service quality, optimize service details, improve tourist satisfaction, and jointly promote the high-quality development of tourism.
Nearly 7 percent of tourists drive themselvesCome, mountain and sea scenery + folk activities are the most attractive
Miss Lu from Hangzhou stayed at the "Island Diary" B&B on the Rose Coast of Kwai Chung on the first day of the Lunar New Year, originally only planned to stay for two nights, but on the first day she went to Dapeng City to visit the ancient city, play games, and participate in folk temple fairs, and the next day she went to Nanao to check in the little yellow duck, ** Grass Dragon Dance, "It's so fun, I also plan to go to Yangmei Pit, Dongxichong, and then go to Baguang to experience flying, I heard that the world's largest green lion king will also appear in the city on the fifth day of the Lunar New Year, and we stayed for three more nights at once." ”
According to the questionnaire, nearly seven of the tourists who come to Dapeng have become self-driving, and nearly two percent have chosen buses and tourist buses; From the perspective of tourists, tourists in the city are still the mainstream, accounting for 489%, but it has decreased compared with normal days, and tourists from outside the province have increased significantly, accounting for 2804%, exceeding the proportion of tourists from outside the province for the first time. Judging by the time of play, 489% of tourists plan for 1 day, 2046% plan for 2 days, 1577% plan for 5 days. This fully shows that the new area is highly playable during the Spring Festival, and nearly 16% of tourists choose Dapeng as a long-distance travel destination.
Miss Lu said that when she was doing the strategy, she saw that the mountains and seas of the Dapeng Peninsula were particularly beautiful, "I used to go to Shenzhen for business trips, and I usually only stayed in the city, but I didn't expect that Shenzhen still has such a treasure land, and the sea view is not inferior to Southeast Asia." When I came to find out, there are very rich folk activities here, such as the grass dragon dance and the green lion dance, which my family and I have never seen before, and I think it is very interesting. ”
The beauty of Dapeng is natural. With about half of Shenzhen's coastline and most of the beaches, with a forest coverage rate of more than 77%, it is a veritable "natural oxygen bar", not only China's first international dark night community, but also Shenzhen's only national geological and natural park, as well as "Shenzhen's most beautiful valley" and "China's eight most beautiful coastlines".
The beauty of Dapeng lies in the humanities. There is Shenzhen's first national key cultural relics protection unit - Dapeng City, which has the reputation of "the root of Pengcheng". Hakka culture, Tanjia culture, and coastal defense culture are inclusive, and many characteristic intangible cultural heritage items have been formed.
It's also an outdoor paradise with hiking, coastline crossing, sailing and paddleboarding.
The questionnaire shows that the main purpose of tourists coming to Dapeng is to experience the beautiful scenery of mountains and seas (6437%), participating in traditional cultural activities during the Spring Festival (6238%), check in Dapeng City, Yangmeikeng and other well-known scenic spots (5609%), in search of local cuisine (3573%), and check-in Internet celebrities took photos (2745%), experience fashion projects such as yellow ducks, hot air balloons, and camping (2345%）。
"Post-85s", "post-90s" and "post-00s" account for nearly half, holding the "traffic password" that is out of the circle and out of the circle
This Spring Festival, the Douyin platform travel blogger "Dapeng Brother Travel" is a little busy. As a Dapeng tourism practitioner, "Dapeng Brother Travel" began to share the seaside New Year's Eve activities held by homestay operators on New Year's Day, and also filmed the Nanao Grass Dragon Dance during the Spring Festival, the Dapeng City Dance Kirin Dance, the end of the competition, and the grand occasion of Dapeng Taiping Jiao, each sharing traffic is quite considerable. On the Xiaohongshu platform, there are also many bloggers who share their Dapeng travel vlogs and Dapeng travel strategies, and many of them have hundreds or even thousands of likes. Around the Spring Festival, the super cute B. who appeared in Moon Bay, South Australiaduck small yellow duck, climb the south gate of the city tower of the colorful "peng peng dragon", and high 42 meters, 4 meters wideThe world's largest Leo King ...... at 3 metershave "dominated the screen" on social platforms, and have been swiped by tourists to their circle of friends.
The "post-85s", "post-90s" and "post-00s" who love to share, pay attention to experience, and have strong consumption power have become the main tourist flows of Dapeng Tourism. According to the questionnaire, young tourists aged 18 to 40 accounted for 498%；People over the age of 40 also account for 40 percent, and they are the main consumer group for family and leisure travel.
The channels for young and middle-aged tourists to obtain tourist information have also changed, with more than 5339% learned from new ** platforms such as Weibo, Xiaohongshu, Douyin, and Kuaishou. They love to do the strategy in advance, there are 5549% had some understanding of Dapeng before coming, 4172% have learned about the strategy of "Play Hi Seven Days Extraordinary Dapeng".
Dapeng New Area is a tourist area in the Guangdong-Hong Kong-Macao Greater Bay Area, and also has the reputation of "back garden". The survey found that nearly one-third of tourists during the Spring Festival were traveling to Dapeng for the first time, proving that Dapeng tourism still has huge market potential to be stimulated.
In the era of self-popularity, Dapeng New District, which is a blockbuster with a single shot, is itself an urban area with its own Internet celebrity temperament. In 2023, South Australia was selected as a "Guangdong Photography Destination". At the 19th Cultural Expo, the new area proposed to build a national travel photography destination that is popular with newcomers in 3 to 5 years, and the Shenzhen International Wedding Expo Park located in the Dapeng office has introduced more than 20 leading enterprises related to travel photography.
Young people like new things, and in recent years, the "camping fever" has quietly emerged, and Dapeng has more superior innate development conditions. In the past two years, there are nearly 10 campsites in the area under the jurisdiction of Dapeng Office alone, receiving about 220,000 tourists annually. At the beginning of this year, the Dapeng Four Seasons Binhai Garden, which was carefully built by Shenzhen Agricultural Science Group, just opened, and created a Xinghu & Camp area, carrying out tent camping, outdoor barbecue, tea sales, open-air movies and other activities, and regularly holding bonfire parties, which also harvested a large wave of traffic during the Spring Festival.
The Dapeng New Area, which is thriving towards the sea, has made deep and thorough articles about playing with the sea, and made good use of scarce resources such as beaches and coastlines, making it a "traffic password" to attract young tourists.
Overnight visitors saw a significant increase of 23247%, the iterative upgrade of characteristic homestays
Dapeng New Area is the birthplace of B&B in Guangdong Province, and B&B Town is the most densely populated B&B area in the province. As a representative of non-standardized accommodation, B&B has unique characteristics and style, rooted in the fertile soil of Dapeng, and has been iteratively upgraded with people's growing demand for a better life for more than 10 years.
Located in the Haibei Bay area of Nanao, Miyue Shenzhen Santorini Seaview Resort has long become an "Internet celebrity", with white walls and blue roofs, and beautiful mountains and seas. Guests began to book rooms very early before the festival, and many guests came to the "B&B + Travel Photography + Housekeeper" operation model.
Industry insiders said that with its high appearance and differentiated services, Dapeng Senior Beauty Accommodation has a booking rate of up to 90% during the Spring Festival.
Staying in Dapeng and playing slowly has become a common choice for many tourists. During this year's Spring Festival, the new district received 15 overnight visitors460,000 person-times, a year-on-year increase of 23247%。According to the questionnaire, most tourists plan to come to the new area to stay in homestays, and the number of people is 18 times, on the one hand, it reflects that the scale and total amount of the accommodation industry in the new area are relatively large, and on the other hand, it also reflects that tourists are more willing to choose special accommodation.
The "portraits" of tourists depicted in this set of questionnaires not only show the popularity of Dapeng's tourism market this year, but also clearly reflect the profound changes that Dapeng tourism is experiencing towards high-quality development.
The homestay industry is a typical example of this. As one of the seven key projects of rural tourism in the province, Shenzhen Arcanara Liulihai Resort, which takes parent-child travel as the main group, also ushered in a hot Spring Festival. "Now B&Bs should not only have a sense of design, but also have a distinct theme and a resort atmosphere. Li Chao, chairman of Shenzhen Arcanara Commercial Management Company and executive chairman of Shenzhen B&B Association, said that Arcanara Liulihai is built by B&B 5In addition to the theme homestay, it is also equipped with Chinese and Western restaurants, sunset pick-up cafes, Gao Bai bar, ocean library, parent-child activity center and Lanhai conference center, kayaks, paddle boards and yacht clubs and other rich and diverse vacation products.
In May 2023, the "Haibei Bay Boutique B&B Cluster", which is known for its beautiful scenery, meticulous service and characteristic style, was awarded the first batch of "Cantonese New Trend" hot scenes of Guangdong's new cultural tourism consumption format. From a "homestay town" to a "boutique homestay cluster", the Dapeng experience and Dapeng brand of high-quality development of the homestay industry are going out of Shenzhen and spreading in various places, becoming a powerful starting point for promoting the coordinated development of urban and rural areas.
More than 8 percent of respondents are willing to become the "spokesperson" of Dapeng Tourism
"Excellent" is endless, and there are ...... transportation facilities, tourism services, and consulting channelsThe questionnaire recorded the tourists' opinions and suggestions on Dapeng tourism one by one.
At the same time, the new district has also done a good job in the deployment of tourism security, and set up a leading group for the Spring Festival tourism to promote consumption led by the main leaders of the Party Working Committee and the Management Committee of the new district before the holiday, and implemented the "1+7+7" Spring Festival tourism working mechanism (that is, under the leadership of the Party Working Committee of the new district, 7 special groups and 7 on-site headquarters have been set up for activity coordination, publicity and promotion, market supervision, environmental improvement, traffic security, etc.), and the construction of "territorial management, departmental linkage, industry self-discipline, each performing its own duties, and working together" The big picture of tourism work. For example, in order to facilitate tourists to feedback various problems encountered in travel, Dapeng New Area has set up a special Spring Festival tourism service before the festival in various restaurants, hotels, homestays, traffic intersections, parking lots and other places; During the Spring Festival, 39 internal parking lots of government agencies and institutions were also opened to the public free of charge, with a total of 3,116 parking spaces, which was convenient for the general public and tourists to park; Innovate and implement the special mechanism of "compensation for tourism-related complaints without reason", all complaints are resolved within one hour, and the resolution rate of cultural and tourism consumption claims is 100%.
Tourists' satisfaction with the relevant security work was also reflected in the questionnaire. According to the survey, tourists are highly satisfied with the tourism services in the new area, with a satisfaction rate of 9032%。More than eighty percent believe that the convenience of information query is high, more than ninety percent say that the service staff in the scenic spot are friendly and enthusiastic, and more than eighty percent are willing to recommend Dapeng to relatives, friends or foreign tourists.
2024 is the "Year of High-quality Development of Dapeng Tourism", the new area anchors the goal of "building the best and world-class coastal eco-tourism resort in the country", and continues to make efforts at the four levels of "planning, policy, project and promotion", with the implementation of the "16810" project for high-quality development of tourism and the creation of a "4+1" development theme cultural tourism product system as the starting point, the implementation of the design and planning of the eastern international tourism resort, and the implementation of the three-year action plan for the high-quality development of tourism with high standards. Accelerate the construction of major projects such as Legoland and Jinshawan International Park.
At the same time, on the road of high-quality tourism development, the new area adheres to the guidance of market demand, identifies the new trend of cultural and tourism consumption, does a good job in the planning and marketing promotion of activities throughout the year, and works hard to improve quality, improve business formats, optimize services, and refine brands, so that tourists can come here, make this trip worthwhile, and forget to return.
At the beginning of the new year, the new district launched the "I make suggestions for Dapeng tourism" activity for the whole society through the Internet, facing the shortcomings of tourism development, focusing on the four dimensions of "planning, policy, project and promotion" of cultural and tourism services, comprehensively sorting out the areas, categories and themes that citizens are concerned about, and widely collecting "tips" to promote the high-quality development of tourism in the new area.
The atmosphere of gathering people's wisdom, gathering people's hearts and pooling people's strength to go hand in hand and create a better future has been formed, and the tourism industry is also very excited. As a homestay operator with 13 years of experience in the industry, Li Chao looks forward to 2024, "With the improvement of transportation infrastructure, the completion of large-scale projects, and the occupancy of high-end chain hotel brands, I believe that the tourism industry in Dapeng New Area will achieve leaps and bounds of high-quality development, and we are honored to participate in it and contribute to the development together." ”
Written by: Nandu reporter Chen Xinghua