2023-06-27 05:36:00
Original title: The Dragon Boat Festival tourism market is full of vitality (theme)
Short-distance travel, vacation travel, summer travel, etc. have become the main highlights (subtitle)
The three-day long holiday of the Dragon Boat Festival is over, and the holiday tourism market remains hot. According to data from the Ministry of Culture and Tourism, during the Dragon Boat Festival, there were 106 million domestic tourist trips nationwide, a year-on-year increase of 32.3%, which recovered to 112.8% of the same period before the epidemic on a comparable basis; domestic tourism revenue was 37.31 billion yuan, a year-on-year increase of 44.5%. The caliber recovered to 94.9% of the same period before the epidemic.
The travel reports of major tourism platforms show that during the Dragon Boat Festival holiday this year, the recovery progress of some tourism formats has exceeded the level before the epidemic. Short-distance tours, vacation tours, and summer vacation tours have become the main highlights of this year’s Dragon Boat Festival tourism market.
During the Dragon Boat Festival holiday, people entertain and enjoy the holiday time in various ways. The picture shows that on June 24, tourists took pictures at Qilou Old Street in Haikou, Hainan.Xinhua News Agency reporter Yang Guanyu/photo
Short-distance travel and holiday travel become the mainstream
“I thought about it when I was making the strategy. I will spend a total of 3 days, either traveling by car or taking an hour or two of high-speed rail to go out to play. This is the most comfortable.” Ms. Liu from Zhenjiang said.
Affected by the length of the holiday, high-speed rail tours, self-driving tours, and peripheral tours have become the most popular travel modes during small and long holidays. Fliggy’s data shows that this year’s Dragon Boat Festival high-speed rail ticket bookings doubled year-on-year, domestic car rental service turnover increased by more than 3 times year-on-year, and peripheral tour bookings increased by more than 4.6 times year-on-year.
The short-distance travel mode stimulates the demand for cars. According to the same journey travel data, the proportion of domestic cross-city car orders will increase from 18% last year to 31% in 2023. The demand for cross-city vehicles is mainly concentrated in urban agglomerations such as the Yangtze River Delta, Pearl River Delta, Sichuan-Chongqing, and Beijing-Tianjin-Hebei. Compared with the “May 1st” holiday, the demand for vehicles over 300 kilometers is relatively high, and the demand for vehicles during the Dragon Boat Festival holiday is relatively concentrated in short-distance travel of 80-160 kilometers, accounting for 28%.
In addition, the holiday time happens to be on Thursday, Friday, and Saturday, which makes it possible to “please take three days off and eight days off”, and holiday travel has become the choice of some people. According to the big data of Qunar, the number of air ticket bookings for the Dragon Boat Festival has increased significantly since June 8, and there are two travel peaks before the Dragon Boat Festival this year, which are June 16 (the Friday before the holiday) and June 21 ( the day before the holiday).
Summer tours and “hotel stays” are on fire
“Hot” is the intuitive feeling of most people during the Dragon Boat Festival holiday. In hot weather, summer vacation has become the first choice for many tourists. Big data from Qunar shows that in terms of summer hotel bookings, hotel bookings are relatively hot in coastal cities such as Qingdao, Weihai, Xiamen, and Haikou.
According to data released by Fliggy, the bookings for island tours increased by more than 56% year-on-year, and the popularity of summer destinations such as the Northwest, Southwest, and coastal cities continues to heat up. Kunming, Haikou, Sanya, Urumqi, and Xiamen have become the hottest “summer resorts” for Dragon Boat Festival bookings this year.
“It was too hot, and I didn’t want to go anywhere, so I just found a hotel and lay down for two days. Blow on the air conditioner, watch a movie, drink afternoon tea, and experience the special activities in the hotel, which is very decompressive.” Xiao Xiao, an Internet practitioner in Beijing Wang told reporters that staying in a hotel for summer vacation has become a “net celebrity” leisure way that is highly respected by young people.
Lin Zhenhai, the resident general manager of Guangzhou White Swan Hotel, said that this year, user travel has put forward higher requirements for the quality and refinement of hotel services. More and more young users prefer ‘staying in hotels’, expecting to experience one-stop services such as living, catering, baby walking, vacation and leisure in the hotel.
Folklore and other traditional cultural experiences are gaining popularity
The same journey travel data shows that during the Dragon Boat Festival holiday, major domestic scenic spots launched dragon boat races, garden parties and other games, which also attracted the attention of many tourists. Nianhuawan, a Zen town in Wuxi, launched the blockbuster performance “Three Thousands of Lights for You”, using modern technology to present the traditional cultural activity of flying Kongming lanterns, attracting a large number of tourists and becoming one of the popular domestic scenic spots during the Dragon Boat Festival in 2023. The folk garden party of the Yellow Crane Tower at night brings tourists the experience of Jingchu cuisine and Dragon Boat Festival culture.
In addition, Rongjiang County, where the “Village Super” competition in Guizhou is held, has attracted a large number of tourists during this Dragon Boat Festival holiday. According to Ctrip data, local hotel orders have increased by more than 11 times year-on-year, and some hotels have even been fully booked for the next few consecutive weekends. The down-to-earth on-site atmosphere, the local villagers who entertain tourists and live in their own homes, and the enthusiastic folk performances jointly interpret the “fireworks on earth”.
At the same time, “Village Super” also brings more possibilities for surrounding tourism. On the Ctrip platform, orders for holiday products in Qiandongnan Prefecture during the Dragon Boat Festival increased by more than 150% year-on-year. Tourists, embrace the beauty of the original ecology.
Summer tour starts early
Judging from the popularity of Dragon Boat Festival holiday destinations, Xinjiang is one of the most popular options. Ctrip said that in the past month, the order value of booking local guides in Xinjiang has increased by 95% month-on-month.
“The number of tourists has increased significantly in the past two weeks. Recently, they have been working until one or two o’clock in the morning every day. Some tourists have even booked orders for the National Day holiday.” According to Ctrip’s gold medal guide Xiao Bing, due to the approaching summer vacation, among his recent guests are post-95s , and post-00s are mostly young people. At the same time, these tourists have higher quality and emotional demands for tourism. “Many young tourists think that going out to play is not a simple check-in of scenic spots. In addition to leading tourists to visit, we will also provide private collections of niche scenic spots and select professional travel photographers to satisfy the emotional value of tourists.”
“This year’s Dragon Boat Festival has become the veritable ‘hottest Dragon Boat Festival in five years’, drawing a successful conclusion to the first half year when the tourism market has re-entered the growth track. Driven by this, the summer tourism market will open ahead of schedule, releasing the long-standing potential of tourism consumption.” said Shen Jiani, a senior researcher at the Strategic Research Center of Ctrip Research Institute.
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