The recovery of the cultural tourism market is accelerating (big data observation)

　　Data sources: Civil Aviation Administration of China, China National Railway Group, china tourism academy and China Performance Industry Association.

　　Dayuwan Commercial Street in Kunshan, Jiangsu Province is brightly lit at night.

　　Photo by Yuan Xinyu (image China)

　　Students carry out research and practice activities in Handan, Hebei.

　　Photo by Ma Yaqing (Image China)

　　Tourists experience paper fishing in an ancient papermaking art museum in Quanzhou, Fujian.

　　Photo by Xu Huasen (image China)

　　Core reading

　　This summer, the local cultural tourism market has recovered obviously, and new tourism formats such as "study tour", "parent-child tour" and "night tour" have become new engines to stimulate tourism consumption.

　　Rich and high-quality tourism product supply better meets the needs of tourists, and the consumption demand of cultural tourism is accelerated, and both supply and demand exert their strength to promote the better development of the cultural tourism market.

　　The past summer tourist season is a window to observe the heat of the cultural tourism market. China tourism academy recently released the "2023 Summer Tourism Market Monitoring Report", according to comprehensive calculations, this summer (6— In August, the number of domestic tourists reached 1.839 billion, and the domestic tourism income reached 1.21 trillion yuan. The tourism fever this summer is significantly higher than that in the same period of 2019, and the number of tourists received in many scenic spots has reached the highest level in history.

　　The market fever continues to pick up.

　　"start!" Recently, the activity of "A Thousand Cars and Ten Thousand People" crossing go on road trip in Daxing ‘anling with the theme of "Dream Aershan Camping Life in Northern Xinjiang" was launched. Accompanied by the departure signal, a fleet of dozens of RV and self-driving cars honked their horns. Under the leadership of the first car, the team embarked on a self-driving journey. The motorcade will cross Daxinganling, cruise all the way from downtown Aershan to Aershan Port, experience the border tour between China and Mongolia, and finally return to Lujiaowan camp in Aershan City.

　　Feel the fun of driving and enjoy the beautiful scenery along the way. Since the beginning of this year, the cultural tourism market has recovered rapidly, and go on road trip has become a mainstream mode of travel. The vigorous development of go on road trip is a microcosm of the continuous recovery of the cultural tourism market. The data released by various tourism platforms show that the summer travel market has a strong recovery momentum. According to the data of the relevant platforms of Meituan and Public Comment, domestic tourism consumption orders (including hotels and lodging, scenic spots tickets, transportation, etc.) have increased significantly compared with the same period in 2019. According to the 2023 Summer Travel Data Report released by Tik Tok Life Service, its users have clocked in more than 400 million times and actively searched for tourism-related content for more than 500 million times, up 147% year-on-year.

　　According to the china tourism academy report, the summer market opened steadily, and the industrial boom spread from the upstream format represented by transportation, accommodation and catering to the downstream format represented by shopping and entertainment. The occupancy rate of accommodation facilities in various places has increased. The tourism, shopping and entertainment industries, which were relatively lagging behind in the first half of the year, were also positively transmitted by the market boom. For example, concerts brought hundreds of millions of yuan in income to Haikou and other places. The distribution of passenger flow has spread from major tourist cities to many remote destinations. The proportion of tourist inflows in North China, Northeast China, Southwest China, and parts of Inner Mongolia, Tibet and Xinjiang generally exceeded that in 2019.

　　Multi-format accelerated recovery

　　According to the data released by china tourism academy, the demand for summer vacation tourism is unprecedented this year, and tourists go further and spend more time outside. Harbin, Changchun, Urumqi, Kunming and other areas with higher latitudes or altitudes are popular summer destinations, with a high proportion of foreign tourists. The proportion of foreign tourists in some typical destinations in Tibet, Qinghai and Xinjiang provinces once exceeded 75%.

　　In summer, urban tourist destinations with rich cultural heritage and high convenience are more popular. Concerts, music festivals, etc. are becoming an important factor to attract young people to travel, and various festival activities have become a new engine to stimulate tourism consumption. "Follow the show to travel", many popular performance venues have become popular punching places in the local tourism market. Lu Mengxi, dean of the Meituan Cultural Tourism Research Institute, believes that the performance economy is a concrete form of the integration of cultural consumption and tourism consumption. The continuous activity of the performance market is conducive to attracting more tourists and stimulating the growth of accommodation, transportation, catering and other formats in the region.

　　Night culture and tourism consumption continue to heat up. According to relevant platform data, since the summer vacation, the search volume of "night tour" has increased by about 80% compared with the same period of last year, and the life service categories represented by catering, dining, leisure and entertainment ushered in the peak of all-day consumption at 7 pm.

　　"parent-child tour" is one of the important travel scenes in summer. According to relevant platform data, in July, the number of hotel reservations related to "parent-child tour" increased by 150% compared with the same period of 2019, the number of group purchase orders for "children’s meals" increased by nearly 400% year-on-year, and the number of catering stores providing children’s meals increased by over 155% year-on-year. The search volume of "parent-child photos" increased by 45% from the previous month.

　　New supply inspires new vitality.

　　This year, resorts also have more choices. Recently, at the opening ceremony of the 2023 China (Aershan) Tourism Conference hosted by the Ministry of Culture and Tourism, 19 ski resorts were awarded national ski resorts. In recent years, the Ministry of Culture and Tourism and the State Sports General Administration have continuously expanded the supply of high-quality tourism products, built high-level skiing facilities and provided high-quality tourism and holiday services. In 2022 and 2023, two batches of 19 national-level skiing resorts were identified and launched respectively.

　　In summer vacation, leisure vacation has become the choice of more and more consumers. Leisure and holiday products have been continuously enriched. In recent years, the evaluation of national tourist resorts has been continuously carried out, and national tourist and leisure cities and blocks have been launched one after another, which has met the diversified and personalized leisure and holiday needs of the people and injected new impetus into the warming of the tourism market.

　　With the deep integration of culture and tourism and the continuous development of the market, the consumption demand of cultural tourism in China has shown an obvious upward trend. The business entities on the supply side keep up with the new trend of cultural tourism consumption upgrading, create new products, new formats and new scenes of cultural tourism, and launch more high-quality products and services that meet the tastes of tourists, which has stimulated a stronger development momentum of the cultural tourism market.

　　Watch games, enjoy folk customs and taste delicious food … … In Rongjiang County, Qiandongnan Miao and Dong Autonomous Prefecture, Guizhou Province, "Guizhou Village Supermarket" has created a new consumption scene and attracted many tourists. On the Tik Tok platform, there are more than 17,000 topics related to "Guizhou Village Supermarket", and netizens have watched it more than 10 billion times, liked it nearly 200 million times and shared it over 8 million times. The catering orders of Rongjiang County in Tik Tok increased by 113% month-on-month and 327% year-on-year.

　　Behind the popularity of "Guizhou Village Supermarket" is the demand of tourists to experience the original local culture and country events under the background of the current upgrading of cultural tourism consumption. According to the statistics of the local government, the "Village Supermarket" attracted more than 420,000 tourists within one month, including 303,900 local tourists and 116,100 foreign tourists. In May this year, Rongjiang County received 1,073,700 tourists, up 39.73% year-on-year, and achieved a comprehensive tourism income of 1.241 billion yuan, up 52.08% year-on-year.

　　The relevant person in charge of the Resource Development Department of the Ministry of Culture and Tourism said that China’s tourism market has a vast space. In the next step, the Ministry of Culture and Tourism will continue to enrich the supply of cultural and tourism products, promote the adaptation of supply and demand of culture and tourism, release the vitality of cultural and tourism consumption, and restore and revitalize tourism to help the economy continue to pick up.