During the May Day holiday in 2022, there were 654.38+600 million domestic tourists, and the domestic tourism income was 64.68 billion yuan.

During the May Day holiday in 2022, the cultural tourism market was stable and orderly, "micro-tourism" and "micro-vacation" became the mainstream, and "cloud exhibition" and "cloud performing arts" were colorful. According to the data of the data center of the Ministry of Culture and Tourism, during the five days of May Day holiday in 2022, the number of domestic tourists was 654.38+0.6 billion, down by 30.2% year-on-year, which was comparable to 66.8% before the epidemic. Domestic tourism revenue was 64.68 billion yuan, down 42.9% year-on-year, returning to 44.0% in the same period before the epidemic.

First, increase the supply of excellent cultural products and high-quality tourism products to meet the holiday travel needs of the masses.

Under the premise of implementing epidemic prevention and control requirements, all localities will increase the supply of excellent cultural products and high-quality tourism products to prevent tourists from gathering excessively and meet the travel needs of the masses. During the May Day holiday this year, there were 87 16 A-level scenic spots in China, accounting for 6 1.3% of the total A-level scenic spots. The Ministry of Culture and Tourism has launched 1 13 national rural tourism boutique routes, which are respectively "the idyllic beauty of the four seasons-everything is beautiful in spring and summer". Fujian launched the theme activity of "Returning to the Blessed Land in Spring, Starting from Art", and held more than 50 online and offline performances and exhibitions/KLOC-0. Jiangxi launched the "Red May Re-start" cultural tourism publicity season, including four provincial-level activities and more than *** 1000 supporting activities in cities. Xinjiang has held 87 cultural and artistic activities 120 in conjunction with "Minzi Festival". All localities will further increase the intensity of benefiting the people and enhance the people's sense of gain. In 2022, Guizhou arranged10,000 yuan to issue colorful Guizhou cultural travel vouchers, and launched a series of preferential measures such as 50% discount on tickets and package discounts for state-owned A-level tourist attractions. Sichuan launched the activity of "Going to a Good Place in Sichuan on May 1", and the province 122 paid tourist attractions implemented preferential measures such as ticket discounts and preferential packages. Chongqing held the "Chongqing People Tour Chongqing"-the activity of benefiting the people through tourism, and 35 districts, counties and 94 scenic spots in the city launched preferential ticket activities.

Second, the spatial distance, residence time and consumption activity of urban and rural residents have further shrunk.

The dynamic adjustment of epidemic prevention and control policies has a great influence on the tourism and leisure consumption of urban and rural residents throughout the country. The passenger flow in Jiuzhaigou, Hangzhou West Lake and other scenic spots decreased significantly compared with previous years. The average occupancy rate of hotels in Sanya was 20.57%, down over 60% year-on-year. Urban parks, open scenic spots and rural areas around the suburbs bear the main leisure needs, and the leisure space of urban residents in major tourist areas shifts from the city to the surrounding areas. Going for a walk, enjoying flowers, staying in a hotel, experiencing intangible cultural heritage and camping in the countryside have become the mainstream of the market, and the popularity of family-parent leisure in go on road trip has not diminished. Jiangsu, Shanxi, Hubei and other places have launched a series of special products according to the characteristics of short-distance markets, and outdoor activities such as local tours, rural tours and exquisite camping have become the first choice of citizens. During the holidays, the 3 18 Sichuan-Tibet Line, Hulunbeier Grassland Line, Hainan Island Line, Gannan Longnan Ring Road, Shangri-La, Guangdong Coastal Area, Zhao Yi Highway, Qinggan Great Ring Road, Qiandao Lake and other areas are welcomed by go on road trip fans for their unique natural scenery.

Third, the popularity of rural tourism has risen, and local tourists have become the main consumers of suburban homestays and campsites.

Zhou Bianyou in the suburbs drives rural tourism to heat up, and green and healthy leisure experience activities such as accommodation, flower viewing and fruit picking, and agricultural investigation for mountain residents are favored by tourists. Family group leisure activities such as picking, barbecues and picnics have increased significantly. Characteristic holiday-style homestays and farmhouses have driven tourism consumption, and the prices of homestays in various places have risen steadily. Tourists put forward higher requirements for the quality of hotel software and hardware. Camping has become a trend, and many exquisite camping products such as "flower viewing+camping", "RV+camping" and "outdoor concert+camping" are sought after by tourists.

Fourth, the innovation and upgrading of local tourism products, "cloud exhibition" and "cloud tourism" have enriched the forms of culture and tourism experience.

Market participants actively innovate and enrich the holiday market. Luoyang Luanchuan Wang Fu Bamboo Sea, Hangzhou Chenghuangge Scenic Area and Wu Shan Scenic Area, Nanjing Honghu Ruins Park, Gansu Hekou Ancient Town and other places to create real outdoor scripts. Visitors can play the whole scenic spot by dressing up according to their main tasks, and innovative entertainment scenes are very popular among tourists. Under the normalization of epidemic prevention and control, a large number of offline activities turned online, and Henan launched "Yunxiu" and "Cloud Tourism" to hold online series performances. "Anhui Lv Wen" WeChat WeChat official account launched an online special publicity campaign to let the public appreciate the beautiful scenery of Jianghuai and feel the unique scenery of Jianghuai. Through the activities of the rural tourism season, Guangzhou invites online celebrity bloggers, tourists, photographers and media representatives to go deep into the rural areas of Guangzhou, collect views in depth and show the beauty of the countryside through live broadcast. A number of scenic spots in Beijing, Liaoning, Shaanxi and other places have launched live broadcasts through live broadcast platforms such as Tik Tok and Aauto faster, leading tourists to "travel in the cloud" by means of "explaining while traveling".

Five, Jiangxi Province May Day holiday cultural tourism market operation characteristics

1, there are many preferential policies for cultural tourism consumption in various places. During the holiday period, various localities intensively launched a number of preferential policies for heavy cultural tourism consumption to promote the accelerated recovery of cultural tourism consumption. For example, from April 29th to May 30th, at 365,438+0, Yichun city and county governments simultaneously launched a series of cultural tourism business activities with the theme of "Five Movements, the whole city should travel and buy 10 million coupons for free". During the event, the city * * * integrated financial funds of more than 30 million yuan, focusing on guiding the general public to spend on the spot in supermarkets, scenic spots, characteristic homestays, cinemas and other fields.

Ganzhou arranged100,000 yuan to issue Ganzhou Lv Wen business coupons, each worth 200 yuan. Citizens and tourists can spend money in designated scenic spots, hotels, restaurants, cinemas and supermarkets from April 30 to May 60, and counties (cities, districts) will provide corresponding funds to issue these coupons to realize the linkage between cities and counties.

Governments at all levels in yingtan invested15.23 million yuan to promote the city's cultural tourism consumption by means of cultural tourism vouchers, trade union cards, scenic spot tickets reduction and exemption, and secondary consumption incentives. At the same time, actively promote enterprises to launch the "Beijing-Kowloon" cultural tourism package to the market. There are 26 tourist hotels (homestays) in the city, and 62 promotion measures have been launched in combination with scenic spots. Jiujiang joined hands with Tongcheng OTA to launch the Sung Hoon Courtesy Consumption Season, and distributed 1 10,000 RMB Huimin vouchers to users all over the country in the form of online blind boxes.

2. Rich online cultural tourism products. All localities make overall plans online and offline, do a solid job in the promotion of "cloud tourism", ensure the supply of online travel products, and launch a number of online activities to enrich the lives of citizens and tourists. For example, Nanchang held online concerts such as "Spring Festival as scheduled, heroes as usual" and "Spring Festival as scheduled, Lingao Pavilion", launched the collection of the most beautiful spring scenery, and launched a series of online activities such as Tengwang Pavilion of Grain Rain Poetry Society.

Ganzhou City launched the live promotion meeting of "Ganzhou Tourism Food Story (On the Cloud)", and attacked Ganzhou on the tip of the tongue.

On April 30th, the "Deepest Battle of Cultural Creation-Provincial Museum Cultural Creation Live Contest" sponsored by Jiangxi Museum Society was announced.

3. The "multiplier effect" of the integration of literature and tourism has been continuously released. The "culture+"engine was activated throughout the province, releasing new kinetic energy for the integration and development of cultural tourism, and the cultural tourism festival was splendid. For example, Zhelin Ancient Town, Lushan Mountain, Jiujiang City launched the Good Life Festival of Intangible Food Culture and Creative Park, and Shuangjing Huangtingjian's hometown, xiushui county and Donghuzhai scenic spots respectively launched the "5. 1" ancient rhyme carnival activity and the first Western customs and culture festival, so that tourists can appreciate different homesickness; Jingdezhen has launched the porcelain music performance of "China is the best in the world", the "He Yao Night Banquet with Thousand Years of Love", the art exhibition of "Encounter Art", and the national style Hanfu activity of "Appreciating Flowers in Han and Tang Dynasties". Fuzhou held "Nostalgia and Nostalgia" Fuzhou tea-picking drama classic repertoire and "Endangered Drama Heritage Protection Support Project" premiere; Ji 'an has carried out a series of cultural tourism activities, such as "the ancient rhyme of Luling, the more wonderful it is at night", "Song Chao Cultural Tourism Festival" and "Champion Cultural Festival".

Shangrao has carried out more than 20 cultural tourism activities. For example, Wuyuan has launched a free tour of Wuyuan with the theme of "Angel White (medical staff), Guardian Blue (police), Model Green (model workers at all levels) and Volunteer Red (epidemic prevention volunteers)".

4. "Regional cooperation and mutual exchange of tourists" to carry out self-help. All parts of the province cooperate with each other to promote marketing self-help and accelerate the recovery of tourism in the province. For example, Ji 'an started cooperation with tourists from Ganzhou, Pingxiang, Yichun and Xinyu, where there was no epidemic, and organized four tour groups of about 200 people to carry out "May Day" tourism activities in key scenic spots in Ganzhou, Pingxiang, Yichun and Xinyu, which strengthened the confidence of tourism recovery and promoted the accelerated recovery of the tourism market.

Before May Day, the management committee of Fairy Lake Scenic Area in Xinyu City and Wugong Mountain Scenic Area in Anfu County held a signing ceremony for the cooperation agreement of scenic spots. During the May 1 ST period, the two sides actively carried out exchanges and cooperation between scenic spots, created a brand festival and realized mutual exchange of tourists in accordance with the concept of "resource sharing, information exchange, mutual exchange of tourists, mutual promotion of routes, mutual benefit of policies and publicity interaction".

5. "Jiangxi people travel to Jiangxi" is the mainstream. Judging from the situation of tourists in the province, "Jiangxi people travel to Jiangxi, locals travel to the local area, and surrounding people travel around" is the mainstream. Go on road trip, parent-child tour, family tour, Zhou Bianyou and rural tour have become the main ways of holiday tourism. Key scenic spots, rural tourist spots and boutique homestays around the cities in the province hold a series of festivals and tourism marketing activities around local characteristic cultures to attract tourists to experience the "micro-vacation" products of "free travel+micro-tourism+slow life".

For example, the second Pingxiang Cultural Tourism Festival and National Consumption Season will be held in Pingxiang City in 2022, and the city-county linkage mode of 1+5+N( 1 main venue, 5 sub-venues and n sub-activities) will be adopted to vigorously promote comfortable tourism and safe consumption.

On May 3rd, CCTV reported that outdoor electronic syllables were held in Huajianli Central Square of Wugong Mountain Scenic Area in Pingxiang. The cool lighting and dynamic music attracted Pingxiang locals and surrounding people to visit, visit the night market and taste delicious food, which promoted the fiery night economy of the scenic spot and was welcomed by tourists.