The income in three days is nearly 30 billion! Domestic tourism market picks up during Dragon Boat Festival.

At the end of the last small holiday in the first half of the year, people's enthusiasm for traveling was as expected by the industry, which made this industry, which was hit hard in the past year, gradually walk out of the "trough", not only the number of tourists, but also the changes in tourism revenue and industry structure.

According to the data released by the Ministry of Culture and Tourism on June 15, the data of local cultural and tourism departments, communication operators and online travel service providers are counted by the data center of the Ministry of Culture and Tourism. 202 1 Dragon Boat Festival holiday lasts for three days (June 12- 14), and the national domestic tour is 89 13.6. Domestic tourism revenue was 29.43 billion yuan, up 139.7% year-on-year, and recovered to 74.8% in the same period before the epidemic.

The Recovery of "Hematopoietic Function" of Tourism

Since the second half of last year, with the gradual liberalization of population movement restrictions, tourism activities have gradually started to pick up from the previous sharp decline, and brought several rounds of growth peaks to industries and enterprises. But behind this, on the one hand, industry enterprises hope to "activate" the market again through many ways of greatly shifting profits or even "earning at a loss" under the huge losses; On the other hand, it is the "retaliatory rebound" of the people after the long-term travel restrictions have been "loosened". Compared with before the epidemic, although many data are excellent, in fact, there are not many real benefits for tourism-related enterprises. However, with the gradual normalization of social production and living order, several public holidays from the end of last year to the first half of this year really began to play a role in restoring the "hematopoietic function" of industries and enterprises.

It can also be seen from the data released by relevant enterprises that the good recovery trend of domestic tourism travel market has begun to recover or approach the pre-epidemic level without the restart of international tourism.

The consumption pattern of hotel guests is also changing quietly. Similar to the "rising" of hotels, medium and high-quality homestays have become the first choice, and high-end homestays of Lv Yue Group account for more than 30% of the total sales.

The statistics of online travel platforms can better reflect the overall trend of the industry. According to the data of the Dragon Boat Festival holiday tourism report released by Tongcheng Tourism and Tongcheng Tourism on June 14, during the small holiday, the tickets for major transportation, hotels and scenic spots on Tongcheng Tourism Platform increased significantly compared with the same period of last year. Among them, orders for major transportation increased by 52% year-on-year, orders for hotels increased by 69% year-on-year, and tickets for scenic spots increased by 38% year-on-year.

The 20021Dragon Boat Festival Holiday Tourism Big Data Report (hereinafter referred to as the Report) released by Ctrip, the largest online travel service provider in China, also shows that the overall orders of the Dragon Boat Festival platform increased by 83% compared with last year, among which tickets, car rental, theme tours and other businesses have exceeded 20 19, increasing by 87% and 153 respectively. Surrounding leisure, go on road trip and theme play are increasingly recognized by tourists.

Diversification trend

Compared with the monotonous mode of domestic tourism in the past, domestic tourism projects have begun to show a diversified trend in recent years, which is actually catering to the needs of travelers.

According to the Report of Ctrip. com, compared with the long-distance travel during the May Day Golden Week, Zhou Bianyou has become the choice of more than half of the tourists during the Dragon Boat Festival holiday. Post-80s, post-90s and post-00s are still the main tourist destinations, and high-speed rail Zhou Bianyou has become a popular choice. In addition, the upsurge of punching cards triggered by online celebrity cities, online celebrity hotels and online celebrities has driven the tourism experience to develop in a personalized and themed direction.

According to the statistics released by Qunar.com, an online travel platform, ethnic minority tourist destinations have become the most popular destinations for the Dragon Boat Festival holiday because of their advantages of "not getting together". The booking data of Dragon Boat Festival and Qingming holiday on the platform are basically the same, but the bookings of several minority tourist destinations in Lanzhou, Gansu, Yili, Xinjiang, Quanzhou, Hainan and Haixi, Qinghai are all above 20 1 time. In June, the northwest opens the most beautiful season of the year. Lavender in Yili entered the most beautiful time, and Trollius in Kanas also entered the blooming period. Compared with 20 19, the booking volume of Qunar.com platform in Yili and Altay increased by 2.5 times during the Dragon Boat Festival. In addition to Xinjiang, the number of people watching Chaka Salt Lake in Haixi, Qinghai has more than doubled.

In recent years, with the increasingly rich cultural and creative products in museums and other cultural scenic spots, the "tide play" such as Imperial Cat in the Forbidden City, Henan Bo Archaeological Blind Box and Sanxingdui MengMeng Cup has become the reason to attract young people to punch in. On the platform where to go, during the Dragon Boat Festival, the ticket package with the archaeological blind box coupon of Henan Museum is the most popular. During the Dragon Boat Festival, 60% of the users who bought products from the Forbidden City bought air tickets from Beijing on the platform.

Because the paid vacation system has not been popularized in China, a few public holidays have become the time for people to concentrate on traveling. Except for those travelers with clear needs and interests, how to understand and decide their travel destinations is particularly important. This part of the work has been carried out through some vertical tourism communities, consumer guide websites, APP and other channels. However, with the online tourism head enterprises beginning to pay more attention to the content marketing of tourism travel, this part of the content has also begun to be richer and more diversified. According to the Report released by Ctrip, the total browsing time of users in their content channels increased by 34.9% in the month before the Dragon Boat Festival. In the week before Dragon Boat Festival, the proportion of Ctrip users browsing content channels increased by 15.8% compared with the previous week.

Tourism enterprises have also begun to promote many destinations, hotels, tourist routes and even tourist ways to potential customers through more three-dimensional marketing and display methods. On the eve of Children's Day, Ctrip invited animals to the live channel, and the zoo photo album became a fixed column in the live broadcast room, meeting netizens every day. Not only the zoo photo album, about 70% of the orders in Ctrip live room are placed within 30 minutes after the user browses the content. It can be seen that as the holiday approaches, people seeking Zhou Bianyou are more active and selective, and at the same time, they also place orders decisively and lock in discounts.

Xie Xiaoqing, a senior researcher at the Strategic Research Center of Ctrip Research Institute, believes that the new characteristics and new trends of small holiday consumption reflect tourists' increasing demand for cultural connotation, individual experience and travel quality during their travel. During the Dragon Boat Festival, cultural tourism activities in various places were splendid, which injected fresh vitality into the tourism market. Young people have gradually become the main force to stimulate holiday consumption, and will also accelerate the expansion of new tourism consumption formats from the demand side.

Red tourism has reached its peak.

According to the data center of the Ministry of Culture and Tourism, urban leisure, rural tourism, graduation tour and parent-child study have become the mainstream of the Dragon Boat Festival holiday tourism market. Among them, Zhou Bianyou is the highest, accounting for 29. 1%, 34.4% of tourists choose urban and suburban parks, and 88.6% of tourists travel within 300 kilometers. Urban leisure, family fun and suburban holiday are the mainstream. Public places such as museums, libraries, art galleries and cultural centers are important leisure spaces for residents, while parent-child activities such as parks, theme parks, aquariums and water world have a large number of passengers.

In terms of travel motivation, family leisure accounts for 35.3%, and parent-child research accounts for 16.5%. With the arrival of graduation season, the proportion of post-95 s and post-00 s travel has increased, and the number of graduation travel bookings has soared. The tourism market of major tourist cities is more prosperous than that of traditional tourist destinations, and the tourism market of tourist cities is more active. The booking prices of quality hotels and holiday homestays around Shanghai, Wuxi, Hangzhou, Chengdu and Chongqing have increased by more than 50% than usual.

Different from the "family fun" trip during the May Day holiday, this year's Dragon Boat Festival holiday coincides with the exam season, so consumers and college students with candidates at home are less likely to travel. Where to go data shows that after 95 and 00, it became the main travel force during the Dragon Boat Festival holiday, accounting for 25% and 18% respectively.

Traffic data can best reflect the change of tourists' demand. According to the data released by Tongcheng, the order volume of train tickets on the platform of the Dragon Boat Festival holiday increased by 43% year-on-year, and the "high-speed rail circle" of 3 to 5 hours was the first choice for tourists during the Dragon Boat Festival holiday. The relevant person in charge of Tongcheng Research Institute said that during the Dragon Boat Festival holiday this year, the travel radius of China tourists has been significantly shortened, and short-distance, high-frequency and in-depth leisure vacation and cultural experience have become the new trend of holiday tourism. In addition to the impact of the epidemic, China tourists also prefer to play nearby during the small holiday, which not only saves the trouble of traveling by boat, but also enables them to have better leisure and relaxation.

With the approaching of the 0/00th anniversary of the founding of the Party, red tourism began to reach its peak. The Ministry of Culture and Tourism also said that the awareness and influence of red culture among young people have increased rapidly, and the red tourist population is characterized by youthfulness and parenthood. According to a survey conducted by the data center of the Ministry of Culture and Tourism, the ticket revenue of red tourist attractions in the whole network increased by 60% year-on-year.

Ctrip also said that orders for booking red tourism products through its platform increased by 60% year-on-year. Among them, Beijing, Nanjing, Yan 'an, Jiaxing, Zunyi, Baoding, Shanghai, Huai 'an, Shaoshan and Anyang are the most popular red tourist destinations, and Yuanmingyuan, Sun Yat-sen Mausoleum Scenic Area, China National Museum, China People's Revolutionary Military Museum, Zaoyuan Revolutionary Site, Yang Jialing Revolutionary Site, Nanhu Scenic Area, Langya Mountain, Hongqi Canal and Baota shan have become top red tourism.

It is also said that red tourism has also become a bright color in this year's Dragon Boat Festival holiday market. Compared with the same period in 2020, the number of red tourists during the 20021Dragon Boat Festival holiday increased by 200%.

Judging from the consumption trends released by major tourism platforms, in-depth tours, boutique tours and small group tours are becoming more and more popular. Coupled with the rising demand for high-end hotels, self-driving and shopping during tourism, it is also one of the key factors for the recovery and growth of tourism revenue.