Take measures to stimulate the "summer file" of consumer tourism to accumulate strength.

In July, college, middle school and primary school students all over the country are about to usher in the summer vacation. As usual, the tourism market will open a busy "summer file"-graduation tours, parent-child tours and study tours will be launched one after another.

There is a high willingness to travel in summer.

During the Dragon Boat Festival holiday not long ago, China's tourism market showed an orderly warming trend, and the strong release of consumer demand enhanced market confidence. Some people in the industry believe that the Dragon Boat Festival holiday may become a turning point in the operation of tourism economy in 2022, laying a market foundation for the operation of tourism economy in summer and the second half of the year.

"College, middle school and primary school students will usher in the summer vacation. Now the summer tourism market has started, and the' summer file' accelerates the recovery of the tourism market." Huang Xiaojie of CMO in Qunar.com said. The data supports her judgment. According to the big data of Qunar.com, from June 1 day to June 15, the number of hotel reservations nationwide more than doubled compared with the second half of May. In the past week, the booking volume of summer air tickets nearly tripled compared with the previous week, and the booking volume of scenic spots increased by nearly 60%.

On June 9, Ctrip released data. Com also shows that summer air ticket orders increased by 162% in the past week. Hotel orders increased by more than 50% from the previous month. "The arrival of the summer vacation has made more young groups and parent-child families have a high willingness to travel. The epidemic situation has improved recently, and the superposition policy is favorable. The growth data of various businesses in the past week all point to the recovery of the summer market. " Fang Zeqian, an industry analyst at Ctrip Research Institute, said.

Cheng, chief researcher of Tongcheng Research Institute, said that at present, a series of consumption promotion policies covering the field of cultural tourism consumption have been introduced in various places, which are unprecedented in both strength and coverage. "On the one hand, the consumption promotion policy will directly stimulate consumption, on the other hand, it can set off a consumption boom at the social level and reactivate the consumption enthusiasm suppressed by the epidemic." At the same time, he said, "The biggest adjustment of the epidemic prevention and control policy in the tourism industry is to reduce the implementation scope of the inter-provincial travel fuse mechanism from the provincial level to the district and county level, so as to avoid the situation that multiple provincial markets fuse at the same time in the summer of 2002/KLOC-0, which will become more direct support for the summer tourism market this year at the policy level."

At the same time, take measures to stimulate consumption.

A few days ago, Wuyishan City, Fujian Province announced that from June 18 to February 3 1 2022, under the premise of strictly implementing the epidemic prevention and control work, the main scenic spots in Wuyishan will be free of tickets for national tourists. In addition, for the summer tourism market, Wuyishan City has also launched a number of fine tourism products and routes, including seven types of research products such as nature, culture and science and technology.

In order to effectively stimulate the recovery of the tourism consumption market, a number of well-known tourist attractions such as Gulangyu Island in Xiamen, Fujian, Haichang Ocean Park in Shanghai, Zhangjiajie in Hunan, Huashan Mountain in Shaanxi, Lushan Mountain in Jiangxi, Changbai Mountain in Jilin and Huangguoshu Waterfall in Guizhou have recently opened free tickets. A considerable number of scenic spots have introduced free tickets or other preferential policies for students, local residents and medical workers; Yunnan, Hainan and other places also stimulate consumption by issuing various types of cultural travel coupons. ...

According to Ctrip data. Com, up to now, the cumulative sales volume of tickets for 0 yuan in Zhangjiajie National Park on Ctrip platform is nearly 4,000, and the overall ticket volume has increased by 667% since June. Lushan Scenic Area has implemented a free ticket policy since June 6, and received 53,800 tourists in the first three days, which effectively stimulated the market to pick up.

Fang Zeqian said that the importance of the summer market to the scenic spot is self-evident. Free tickets and other preferential policies can not only enhance the attraction and word-of-mouth value of scenic spots, help scenic spots actively win tourists, but also promote secondary consumption such as catering, surrounding areas and ground transportation in scenic spots, and bring income growth to scenic spots. "Under the background of' free ticket economy', it is also the general trend of its own iterative development to accelerate the transformation of scenic spots into diversified and open leisure resorts and improve the ability of innovative marketing and quality service."

Aiming at the summer market and meeting the needs of tourists, major online travel platforms have recently launched summer marketing activities. On June 16, Ctrip officially launched the 2022 Summer Swimming Festival. At present, nearly 500 scenic spots have launched preferential products through Ctrip to promote local cultural tourism subsidies and scenic spots. This round of joint efforts to promote the recovery of the tourism market has covered 26 provinces, autonomous regions and municipalities such as Anhui, Fujian and Guangdong; Flying Pig Travel Network launched the "6 18" promotion, and the number of products participating in the promotion doubled year-on-year. "Many popular package products have further expanded the booking space, covering summer vacations and weekends. Some businesses have also introduced a promise not to increase prices during the summer vacation, which further stimulated consumers' desire to plan their trips. Chen Shu, head of the Flying Pig "6 18" project, said.

Parent-child research promotes rehabilitation

"Every winter and summer vacation, I will give my children a study group. Children can learn while playing. By leading teachers to explain and participate in the production, we can understand the stories behind places of interest and cultural relics, so that children can have a perceptual understanding of China's long history. " Zhang Xiaolei, who lives in Fengtai District, Beijing, said that she planned to book a study group for her children to visit the Palace Museum in the coming summer vacation.

Summer vacation is the consumption peak of study tour and parent-child tour. According to the person in charge of Ctrip's study tour, this year's parent-child study tour and summer camp products are more exquisite in team size than in previous years, and small group tours account for the majority; Travel modes are more diversified, including RV tours and SUV tours; The theme of research activities is more clear, such as hiking in the desert and stargazing, which are more popular with parents and children. The popularity of historical humanities (such as museums and the Silk Road) and scientific exploration (such as watching rocket launches) has continued to rise recently. In response to the confidence in the parent-child tour market in summer, Ctrip has launched hundreds of parent-child tours and study tours, and the number of products is 65,438+0.5 times that of 2065,438+09. Among them, children's independent travel accounts for 46% of all products, and parent-child travel accounts for 54%.

According to Huang Xiaojie, from the supply side and market research, this year's summer vacation product sales of scientific research institutes and volunteers increased significantly. The consumers of research products are mainly primary and secondary school students, mainly museum research and natural camping and hiking; For high school students, it focuses on "volunteers+travel", such as Tibetan incense making, water quality testing, Tibetan culture and language classroom, garbage cleaning in Yanghu, Thangka drawing and so on.

Cheng judged that the short-term and medium-term parent-child travel demand in the summer tourism market this year will be the main force, especially in the surrounding areas, which is expected to usher in greater growth. The recovery of the demand for parent-child travel constitutes the "engine" for the stable recovery of the whole summer tourism market, which will drive the demand for family travel and play a powerful role in the recovery of the overall passenger flow.

He said that since the outbreak, there have been colorful new consumption hotspots in the domestic tourism market, from script killing to e-sports hotels to the recent camping craze, showing great potential for consumption diversification. "It is expected that new consumption hotspots will still occupy an important position in this summer's tourism market. Colorful night tours, weekend micro-vacations, country tours and summer vacations will add a lot of bright colors to the entire summer market. "

Zhang Xue