Will China Spring Festival become a global golden week?

"This year's Spring Festival, our family is going to Thailand for the New Year. On the one hand, you can avoid the cold, on the other hand, you can experience a different atmosphere. " Ms. Yang, who lives in Beijing, told the Economic Information Daily that there are more and more friends who don't stick to the practice of going home during the Spring Festival.

The Spring Festival is coming. Statistics released by the National Tourism Administration show that this year's Spring Festival holiday tourism market will receive 343 million people, up 13.6% year-on-year, and will become the hottest Spring Festival in history. In terms of outbound travel, based on the analysis and prediction of online travel companies, the number of outbound tourists will exceed 6 million during the Spring Festival of 20 17, and the Spring Festival in China will become the global Golden Week.

The hottest tour in history: Spring Festival travel rush.

According to the survey of Chinese mainland residents' willingness to travel conducted by the Data Center of National Tourism Administration in 60 sample cities across the country, in the first quarter, China residents' willingness to travel was 82%, and nearly half of them chose to travel during the Spring Festival. Judging from the tourist flow, "going south to avoid the cold" and "going north to enjoy the snow" are the main flows of domestic tourists.

According to the data of the National Tourism Administration, the number of outbound tourists will exceed 6 million in the 20 17 Spring Festival, and the Spring Festival in China will become the global golden week. Judging from the travel booking situation, the trend of long-distance outbound travel to the United States, Britain, Spain, Germany, Switzerland, Hungary, the Czech Republic and other countries and regions is obvious, and the trend of short-distance outbound travel to Australia, New Zealand, Thailand, Vietnam, Indonesia, the Philippines and other countries and regions is obvious. Hong Kong and Macao are still the main areas for outbound travel around.

"With the arrival of the era of mass tourism, tourism, leisure and vacation have entered the category of rigid demand of consumers, and the taste of the year is fading, and the Chinese New Year tourism is getting stronger and stronger." The National Tourism Administration's 20 17 Spring Festival holiday travel guide points out that cruise tours, ice and snow tours, parent-child family tours and theme tours are becoming more and more popular. According to the survey, Phuket, Bali, Jeju Island, Okinawa, Boracay, Maldives, Sabah, Nha Trang, Saipan and Sri Lanka are popular islands for tourists to spend their holidays. Taking children to the park for a parent-child tour is also a great motivation for travel. Shanghai Disneyland, Guangzhou Changlong Tourist Resort and Macau Fisherman's Wharf are all very popular. Young people's keen skiing and skating, watching the Northern Lights, ice sculptures and other ice and snow routes are still sought after. Cruise tourism has become a new way of national travel, and the number of cruise tourists has increased by 1.7 times this year.

Regarding the choice of tourist transportation mode, the statistics of the National Tourism Administration show that the proportion of people who choose to travel by air is the highest, accounting for 36.4%, followed by long-distance buses, accounting for 22.50%, self-driving cars, accounting for 2 1.40% and trains, accounting for 18.50%. In the choice of travel partners, nearly 60% choose to travel with their families, and nearly 30% choose to travel with friends.

The "20 17 Spring Festival travel rush Big Data Forecast Report" jointly released by Tuniu and Yizhi also shows that before and after the Spring Festival, the number of people traveling nationwide will increase by about 2 18%, and the peak of returning home will appear in the four days around the 27th of the twelfth lunar month (65438+1October 24th), and the peak of returning home will appear on the seventh day of the first month (February 3rd).

The relevant person in charge of Tuniu said that as the first-tier cities with the largest foreign population, Beijing, Shanghai, Guangzhou and Shenzhen will begin to stage the "Empty City Plan" on New Year's Eve, and the average speed during Spring Festival travel rush will be 0.23 times of the daily speed of 65,438+.

The soaring cost of outbound travel increased by 62% year-on-year

Yang Yanfeng, an associate researcher in china tourism academy, said that the characteristics of this year's Spring Festival tourism mainly include domestic Zhou Bianyou, family trips and overseas Spring Festival holidays. Citizens began to use the Spring Festival to relax instead of visiting relatives and socializing, which highlighted some new changes in the tourism consumption market.

20 17 Spring Festival outbound travel market is hot. The reason is that industry analysts say that on the one hand, visas are good for the outbound travel market. Many countries implement visa-free and landing visa convenience policies for China citizens; On the other hand, since 2008, the Golden Week holiday has changed from three to two, prompting more and more people to choose to travel abroad during the Spring Festival.

The person in charge of the hive told the reporter that the traditional form of "going home for the New Year" is being redefined. With the improvement of people's consumption level and the change of consumption concept, "celebrating the New Year in a different place" and "going abroad for the New Year" have become the choices of more and more people, and the cost of traveling during the Spring Festival has also risen sharply.

According to the "20 17 Spring Festival Tourism Trend Report" released by Ant Cell, during the Spring Festival of 20 17, the prices of domestic and foreign tourism products increased compared with last year. Among them, the average price of domestic tourism products was 3339 yuan, up 30% compared with 20 16, and the average price of overseas tourism products climbed to 5927 yuan, up 62% compared with 20 16.

According to the "Report on the Price Index of Outbound Tourism during the Golden Week of Spring Festival 20 17" jointly issued by Zhongxin Tourism and Huatai Securities, the comprehensive price index OPI (an index system reflecting China citizens' travel products to various destinations around the world and their price changes) is 145. 1, which is higher than 20/kloc. Among them, Thailand, Australia and most islands saw the biggest increase.

Wang Zhenyu, director of Zhongxin Tourism Direct Customer Marketing Center, said that from the perspective of destination, many cities have recently opened direct flights to Australia, and the large number of passengers brought by the increase in capacity is the main factor for the price increase; However, Thailand began to rectify the "zero negative tour fee" from 2065438+September 2006, and the price rose sharply, reaching its peak during the Spring Festival.

According to the statistics of Wang Zhenyu, during the Golden Week of Spring Festival in 20 17, the price index of short-distance Asian tour products was 160.5, which was 5 1. 1% higher than that in February of 20 16. Judging from the increase, the price index of tour products in Thailand has the largest increase, which is 6 1.5% higher than that in June 5438+February, and 17. 1% higher than last year's Spring Festival Golden Week.

Promote tourism and enter the quality stage.

In the past 20 16, China continued to be the double world champion in terms of the number of outbound tourists and consumption. In fact, China has been the world's largest consumer of outbound tourism for four consecutive years. In the first half of 20 16, the number of outbound tourists in China exceeded 59 million, and in the next five years, the number of outbound tourists in China will exceed 600 million.

"However, in the process of traveling, today's outbound tourists are more willing to spend money on eating, drinking, having fun and living, and better experience the life of local people than just getting on the bus to sleep, getting off the bus to take photos and going to the store to buy in buy buy. Tourism has entered the quality stage. " Insiders pointed out.

Fan Jingyan, head of external relations of Ctrip Group, said that tourism and leisure vacations have entered the category of "rigid demand" of consumers, and now traveling abroad is no longer just "buying in buy buy". In view of these changes in the tourism market, tourism companies have launched many new products accordingly, such as medical tourism and study tourism.

Many experts said that with the in-depth implementation of global tourism and the "tourism+"policy, as well as the development of new formats and new elements driven by cultural innovation and tourism IP, tourism products will be further enriched, thus stimulating the consumption of related derivative products. For example, cruise products have become a new bright spot in Spring Festival travel rush this year.

According to the data of donkey mother, the number of cruise passengers increased by 1.7 times during the Spring Festival this year, and many international cruise companies entered the China market for the first time and launched their high-end cruise voyages. Wang Xiaosong, CEO of Mama Donkey, said that cruise companies have opened the China market one after another, which will bring more choices to domestic consumers.

In fact, quality tourism products are becoming more and more diversified and high-end, and the characteristics of quality tourism are also obvious in traditional hotel accommodation and air ticket booking.

Taking hotel reservation as an example, Tuniu data shows that the top international hotel brands in China are Howard Johnson, Hilton, Sheraton, Windham and Shangri-La. The high pursuit of hotel accommodation shows that Chinese family tourists have begun to move from the price-oriented stage to the quality-oriented stage.

In terms of air ticket booking, according to the statistics of Ctrip Group, the total number of first-class and business-class bookings in Spring Festival travel rush's ticket grabbing this year increased by 13 1% compared with the same period of last year, among which the number of two-class bookings for people over 60 increased by 49.9% compared with last year. On the one hand, the increase in the booking volume of air tickets in two classes is because Spring Festival travel rush is "hard to get a ticket"; On the one hand, because of the growth of economic income, people's requirements for travel quality are also improving.

According to the analysis of relevant persons of Ctrip Group, the increase in the booking volume of two cabins for the elderly indicates that this group of the elderly is expected to become the service growth point of the whole industry. First-class and business-class passengers can enter the VIP lounge free of charge, and they can also use the fast security check channel to reduce the queuing time, which is very popular among the elderly.

With the improvement of consumption power, more and more tourists begin to pursue high-quality tourism products such as quality groups and customized tours. Dai Bin, president of china tourism academy, said that China tourists are more willing to spend money on experiential consumption, such as cultural entertainment, themed accommodation, tourist goods and life experience at their destination, so as to better experience the life of local people.