During the just-concluded Spring Festival holiday in the Year of the Loong, the consumption of cultural tourism presents a scene of "YOLO". Big data from Ctrip, Qunar, Tujia and other travel platforms show that cultural tourism consumption is the main force driving residents’ consumption during the Spring Festival, and the consumption upgrading trend is obvious. Ctrip’s "2024 the Year of the Loong Spring Festival Travel Report" shows that during the Spring Festival holiday, domestic travel, outbound travel and inbound travel blossomed, all of which increased significantly year-on-year, and exceeded the same period in 2019; Statistics on where to go show that not only did there not appear a travel trough in the middle of the Spring Festival holiday in the Year of the Loong, but people went further and played newer; According to the data of Tujia B&B, the theme of "Returning Home+Traveling" is Jackie Chan’s Spring Festival Tour, and more than 30% of the passengers on the platform choose multiple destination B&B trips.
Chengdu, a popular destination, ranks fifth, and folk activities are popular.
Ctrip’s "2024 the Year of the Loong Spring Festival Travel Report" shows that during the Spring Festival holiday, popular cities for ice and snow tours include Harbin, Changchun, Beijing, Shenyang, etc., and the tourists mainly come from southern cities such as Shanghai, Hangzhou, Suzhou, Chengdu, Guangzhou, Shenzhen, Nanjing, Wuhan and Chongqing; Hot spring tour and island tour are popular cities such as Sanya, Haikou, Guangzhou, Shenzhen, Nanjing and Zhuhai, and the tourists mainly come from northern cities such as Beijing, Xi ‘an, Shenyang, Dalian, Tianjin, Zhengzhou and Harbin. On the whole, Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Hangzhou, Chongqing, Xi ‘an, Nanjing, Suzhou and other cities have higher travel orders during the Spring Festival holiday. On the Tujia platform, Dali won the first place in booking popular cities for Spring Festival B&B, and Chongqing, Chengdu, Xi ‘an and Kunming ranked second to fifth.
On the platform where to go, the "North-South Exchange" is also obvious. During the Spring Festival, hotel bookings in Harbin increased by three times compared with last year, hotels in Changchun, Jilin and Shenyang, Liaoning increased by more than four times, and hotel bookings in Hulunbeier, Inner Mongolia also increased by three times. In addition to Hainan, Xiamen, Fuzhou and Quanzhou, the southern cities, attracted many tourists this year with their ancient cities, ancient villages and non-legacy folk customs. The Spring Festival hotel bookings in Quanzhou increased by 2.47 times and Fuzhou by 2.41 times year-on-year.
Folk activities such as Chinese New Year Lantern Festival, dragon dance performance, temple fair and non-legacy show have become the main choices for tourists to travel in the New Year. On the Ctrip platform, the search volume of the Year of the Loong Spring Festival Lantern Festival doubled year-on-year. The popular Spring Festival Lantern Festival includes: Wuhan Garden Expo Garden Lantern Festival, Tianjin Water Park "Jincai Headlight Festival", Nanjing Qinhuai River Lantern Festival, Zigong Chinese Lantern World, Daming Palace Shangyuan Tang Palace Lantern Festival, Shanghai Yuyuan Lantern Festival, Rugao Longyou Lake New Year Lantern Festival, Datong Ancient City Wall Ancient Capital Lantern Festival, Jinyang Lake Peach Blossom Island New Year Lantern Festival, Kunming Pool Ancient Lantern Festival and so on. Popular folk activities include: singing and dancing Exhibition in Shantou, Heluo Cultural Temple Fair in Luoyang, Longtan Temple Fair in Beijing, Guofeng Paradise in Tongguan Kiln in Changsha, and folk street activities in Quanzhou.
According to the data of where to go, as of February 17th, the booking volume of the Lantern Festival folk-custom scenic spots increased by 1.2 times compared with that of 2023. Shanghai Yuyuan Lantern Festival, Nanjing Qinhuai Lantern Festival main venue, Xi ‘an City Wall Lantern Festival, Chengdu International Panda Lantern Festival and Shenzhen Bay Area Super Lantern Festival were the most lively lantern festivals during the Spring Festival holiday. The search volume of keywords such as "Spring Festival", "Chinese New Year" and "Folk Custom" on Tujia platform increased by 7 times year-on-year.
Going back to your hometown to stay in a hotel has become a trend, and multi-segment travel accounts for over 20%
Similar to the May 1 ST and 11 th holidays, urban agglomerations such as the Yangtze River Delta, the Pearl River Delta, Beijing-Tianjin-Hebei, Sichuan-Chongqing, the Central Plains and the middle reaches of the Yangtze River are still concentrated areas for cultural tourism consumption. However, the difference is that the wave of returning home during the Spring Festival makes the tourism more dispersed, and many small and medium-sized cities have a hot "hometown tour", and it has become a trend to return to their hometown without staying in hotels with relatives.
Ctrip data shows that it is "hard to find a room" near popular destinations and scenic spots during the Spring Festival holiday. Among them, parent-child hotels, hot spring hotels, e-sports theme rooms, audio-visual theme rooms and other characteristic theme rooms have increased significantly, with year-on-year growth of 60%, 55%, 96% and 104% respectively. In addition, local tourism accounts for 24%, which drives the popularity of "hometown" scenic spots, parks, business districts and folk activities. The "hometown" tourism boom is also reflected in the warming of tourism in small and medium-sized cities and the hot booking of county hotels. Influenced by customs and living habits, it has become a new trend to choose a hotel when returning home. According to Ctrip data, hotel orders in county towns increased by more than 60% year-on-year. Among the top 200 counties with total hotel orders, hotel orders in Jiangxi Fuliang, Shanxi Hunyuan, Heilongjiang Wuchang, Fujian Minhou and Guangxi Pingxiang all increased by more than 2 times year-on-year.
On the platform where to go, the booking of high-star hotels in third-tier and below cities has more than doubled year-on-year. The long holiday has made many returning tourists choose to stay in hotels and spend their holidays while visiting relatives.
According to the data of Tujia B&B, many people choose to travel in multiple destinations during the Spring Festival. Over 30% of users on Tujia platform choose to travel for two or more purposes, and these travelers love go to dali, Harbin, Beihai, Lijiang, Chengdu and Chongqing. On Tujia B&B, a guest from Beijing came to a "plateau trip" and stayed in hotels in Lhasa, Yinchuan, Guoluo, Linzhi and Haixi. Huan Wang in Shanghai chose to travel to Chengdu and Chongqing during the Spring Festival. She first went to Chengdu Giant Panda Base with her friends to see "Huahua" and then went to Chongqing to experience the authentic butter hot pot …
Ctrip data also shows that multi-segment travel is more common during the Spring Festival holiday, and multi-segment travel orders in two or more cities account for more than 20%, up 3 percentage points from 2023.
The trend of consumption upgrading in the Spring Festival is obvious, and more attention is paid to quality experience.
During the Spring Festival holiday, Ctrip’s air ticket orders increased significantly year-on-year. The average domestic one-way air ticket including tax was about 1,200 yuan, up nearly 20% year-on-year. The unit price of ticket players has increased significantly, and users are more willing to pay for quality experience. According to the data of users placing orders in Ctrip, the average price of domestic tickets and play orders is above 400 yuan this year, which is double that of last year’s Spring Festival, and the overseas orders of more than 1,000 yuan are 2.7 times that of 2019. Customized tours with higher unit price have also grown significantly with free and personalized travel experience. During the Spring Festival holiday this year, orders for customized tours increased by more than 5 times year-on-year, and orders for customized routes in Xi ‘an, Lijiang and Langzhong increased by more than 10 times year-on-year. The average price of customized Spring Festival travel orders is about 28,000 yuan, a year-on-year increase of 24%; 5300 yuan per capita, a year-on-year increase of 21%.
With the increasing demand for customization, all kinds of tourism forms are full of tricks, and the gameplay of chartered cars and guides is bright. Ctrip’s domestic charter guide orders increased by 200% year-on-year, and overseas destination orders increased by 10 times year-on-year. The average cost per person for the Spring Festival with a car and a guide is about 350 yuan, and the average daily price has increased by 14% year-on-year. According to the report, the post-80s and post-90s are the main group of tour guides, accounting for about 70%.
Cross-border tourism has accelerated its recovery, and Chinese and foreign tourists have "traveled in both directions"
Unilateral visa exemption for many countries, mutual visa exemption with "Xinmatai", launching a series of measures to facilitate inbound tourism, and many other favorable measures have made Chinese and foreign tourists "go in both directions" during the Spring Festival this year, and the orders for outbound and inbound tourism have exceeded the same period in 2019, especially for inbound tourism, which increased by 48% compared with 19 years. This also indicates that starting from the Spring Festival in 2024, outbound and inbound tourism are expected to enter a new channel of accelerated recovery.
Ctrip data shows that during the Spring Festival, outbound Ctrip car orders increased by 53% compared with 2019, and overseas scenic spot ticket orders increased by over 130% compared with 2019. Among them, the tourist orders of the visa-free countries of "Xinmatai" increased relatively, with a total increase of over 30% compared with 2019. Among other short-distance outbound destinations, Hong Kong, China, Macao, China, Japan and South Korea all achieved growth compared with 2019. On the whole, during the Spring Festival holiday, the top ten destination countries for outbound travel are Thailand, Japan, Singapore, Malaysia, Australia, South Korea, the United States, Indonesia, Vietnam and the United Arab Emirates.
According to the statistics of the platform where to go, during the Spring Festival this year, China tourists traveled to 125 countries and regions around the world, covering 1754 cities around the world; The booking volume of international hotels in the Spring Festival increased by 4.7 times compared with last year, and the booking volume of international air tickets increased by 14 times. On the platform where to go, destinations such as Melbourne, Australia, London, Turkey, Istanbul, Dubai, New Zealand, and Cairo, Egypt, which fly directly for more than 10 hours, have become popular cities for outbound travel during the Spring Festival. Among them, the highest increase was in Dubai, which increased by more than 10 times compared with the same period in 2023.
In terms of inbound tourism, Ctrip statistics show that tickets for inbound tourist attractions have increased by more than 10 times compared with 2019. The main source countries are Japan, the United States, South Korea, Australia, Britain, Malaysia, Vietnam, Canada, Thailand and Germany. The effect of China’s unilateral visa-free policy has emerged. The number of tourists from France, Germany, Italy, the Netherlands, Spain, Malaysia, Singapore and other countries that can enter China visa-free has increased significantly, and the total number of inbound travel orders in these countries has doubled compared with the same period in 2019. Shanghai, Shenzhen, Beijing, Guangzhou, Chengdu, Hangzhou, Chongqing, Nanjing, Harbin, Xi ‘an and other cities are the main destinations for inbound tourism and are welcomed by foreign friends.
Ctrip Research Institute believes that tourism is becoming a custom in the New Year. Whether it is traveling in different places for the New Year, or re-understanding the hometown in a local tour, tourism is just what ordinary people need to feel a better life. Starting from the Spring Festival, inbound and outbound tourism will enter the fast lane of recovery, and the inbound and outbound tourism supply chain will also be accelerated.
Peak trip+flower viewing season, after the holiday, there will be a small peak of tourism.
After the Spring Festival holiday, the passenger flow of popular tourist cities will drop rapidly, and the prices of hotels and air tickets will also drop significantly, which is suitable for off-peak travel. Combined with the upcoming flower viewing season, it is expected that from February to March after the Spring Festival holiday, many places will usher in a new wave of tourism peaks.
Take Sanya as an example. In recent years, after the Spring Festival holiday, there has been a small peak of staggered tourism. Sanya is more suitable for off-peak travel this year. Recently, many airlines have increased their inbound and outbound flights to Sanya and Haikou. At present, the price of air tickets to Sanya has dropped significantly. On February 16th, the inquiry of Ctrip platform showed that from February 17th to the end of February, there were 1-2 fold low-priced air tickets from Shanghai, Beijing, Guangzhou and other places, and the lowest discount was about 0.7 fold in 200 yuan. From Hangzhou, Chengdu, Chongqing and other cities to Sanya, you will be able to buy low-cost air tickets with a discount of about 20% from the end of February.
According to Ctrip data, compared with the Spring Festival holiday and the week before the holiday, the destinations with higher average air ticket price drop in two weeks after the holiday include Sanya, Haikou, Dali, Xishuangbanna, Guilin, Kunming, Harbin and Changchun. From the hotel price, compared with the holiday period, the destinations where the average hotel price dropped significantly in the two weeks after the holiday included Xiamen, Nanjing, Luoyang, Hong Kong, Macau, Xi ‘an, Hangzhou and other places, which were more suitable for off-peak travel after the holiday.
Red Star Journalist Jaco He Zheng
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