In the last Dragon Boat Festival holiday, the long-suppressed tourist demand for travel was initially released. According to the Ministry of Culture and Tourism, there were 79.61 million domestic tourist trips during the Dragon Boat Festival this year, a year-on-year decrease of 10.7%, and a comparable recovery to 86.8% of the same period in 2019. Many tourist attractions across the country have recently introduced measures to reduce prices or exempt tickets, and inter-provincial travel under normalized epidemic prevention and control is gradually “breaking the ice”. Under the strong performance of the Dragon Boat Festival, the domestic tourism market is showing a strong recovery momentum.
Beijing and Shanghai return to popular travel cities
This year’s Dragon Boat Festival holiday, various places did not relax the prevention and control requirements due to the arrival of the small holiday, and all scenic spots have taken reservations to limit the flow. In previous years, the scene of “people conforming to the crowd” did not appear. In Chizhou, Anhui Province, after a light rain, a magnificent sea of clouds appeared in Jiuhua Mountain after the rain. The scenic spot launched a “family tour, three free one” promotions for tourists in the province, attracting many tourists to check in.
“Everyone is suffocated, and the campsites in the suburbs of Beijing are on fire again on the Dragon Boat Festival!” Mr. Sun, a camp staff member in Weiziyu Village, Miyun District, Beijing, was “running around” this holiday, and he was so busy that he didn’t even have time to look at his mobile phone. He told reporters that many families choose to drive to the suburbs the night before the Dragon Boat Festival to grab the best campsites. Starting in the early morning of June 3, many tourists drove to the camp, and the camp had to refuse tourists to enter in advance.
With the epidemic under control, tourism practitioners generally believe that the Dragon Boat Festival tourism market will be better than expected, and the data of various tourism platforms confirms this judgment. According to the same trip data, during the Dragon Boat Festival holiday, Beijing and Shanghai have returned to the top 10 cities for holiday travel; during the Dragon Boat Festival, the orders for hotels and country houses on the Fliggy platform doubled compared to the “May 1st”. Above, especially high-star hotels have the fastest growth rate, the order volume has increased by more than 160%, and the average consumption amount has increased by nearly 20%.
Ctrip data shows that the recovery progress of some tourism forms has exceeded the level of the same period in 2019. For example, the average daily order volume of homestays on the platform two days before the Dragon Boat Festival was nearly 10% higher than the same period in 2019. Compared with the first two days of the Qingming holiday this year, The average daily order volume of homestays has increased by 57%, even compared with this year’s “May Day” holiday, it still has a slight lead.
Long-term travel increases beyond local travel
On the morning of the first day of the Dragon Boat Festival holiday, the Beishan Street next to the Broken Bridge in the West Lake Scenic Area was full of traffic. Many tourists chose to take the scull boat, and the number of oscillating boats on the lake also increased. “So many people, so many cars, so many boats, I’m very happy!” Mr. Huang came to Hangzhou from Anhui to visit and was on a video call with his family by the West Lake.
In addition to “local people travel locally”, long-term travel is also rapidly picking up this Dragon Boat Festival holiday. On May 31, the Ministry of Culture and Tourism issued the “Notice on Strengthening the Scientific and Accurate Implementation of the “Fuse-off” Mechanism for Inter-provincial Tourism in Epidemic Prevention and Control,” which adjusted the scope of “fuse” for cross-provincial tourism from the original provincial level to the county level. The provinces responded positively. Henan, Hunan, Guizhou, Jiangxi, Guangxi, Zhejiang, Jilin, Tianjin, Inner Mongolia and other places successively announced the resumption of inter-provincial team travel and “air ticket + hotel” business, and the search popularity of various travel platforms increased significantly.
Judging from Fliggy’s data, the Dragon Boat Festival long-term tour has shown a recovery trend. The order volume of long-term tours has increased by 82% compared with the same period of “May 1st”, and the growth rate has exceeded that of local tours. Since Sichuan and Guangdong opened up cross-provincial travel, the number of cross-provincial travelers has gradually increased. The top ten popular cross-provincial routes of Qunar platform include Chongqing-Chengdu, Changsha-Guangzhou, Chengdu-Xi’an, Xiamen-Shenzhen, etc.
The Ministry of Culture and Tourism disclosed that, unlike the Qingming Festival and the “May 1st” holiday, the tourism market boom is limited to the source cities. During the Dragon Boat Festival holiday, the market boom in Yunnan, Guizhou, Hainan, Jilin, Xinjiang and other mid-to-long-distance destinations has significantly recovered. National tourism The regional equilibrium of the market has been improved.
Summer tourism market is expected to continue to recover
With the effective control of the epidemic and the steady recovery of the domestic tourism market, the Dragon Boat Festival holiday may become an important turning point for the domestic tourism market to stabilize and rebound this year.
“The long-established tourism consumption potential in the Yangtze River Delta and the Beijing-Tianjin-Hebei region will be accelerated in the summer tourism peak season.” Zhang Zhining, deputy director of the Strategic Research Center of the Ctrip Research Institute, predicts that graduation travel, parent-child travel, family visit travel, and silver-haired travel market segments The recovery will be accelerated, and tourists of different age groups and consumption levels will use compensatory consumption to make up for the gap in travel records in the first half of the year.
Zhang Jiayi, a researcher at the New Era Culture and Tourism Research Institute, also believes that many provinces have resumed inter-provincial tourism, and the Dragon Boat Festival tourism market has shown a strong recovery momentum, which is a relatively concentrated release of the long-suppressed public travel demand in the first half of this year.
Every summer is the peak tourism season, and the next summer tourism market is highly anticipated by the industry. Ma Honeycomb data shows that the rise in temperature in various places has made tourists put “summer travel” on the agenda, and hydrophilic camping, forest camping, and seaside camping, which can not only escape the summer heat but also enjoy outdoor fun, have become the most popular camps among young people during the short and long vacation. theme. Feng Rao, president of the Mafengwo Tourism Research Institute, said that the recovery of the Dragon Boat Festival holiday has injected a “strengthening needle” into the tourism market. Driven by multiple conditions such as favorable policies for the resumption of cross-provincial tourism, it is expected that the summer tourism market is expected to recover. further on the road. (Pan Fuda）