How is the tourism market now?

-Analysis of the current situation of domestic demand in China cultural tourism industry in 2023.

Major listed companies in the industry: Qujiang Lv Wen (600706); Xinhua Lian (000620); Shang Feng culture (300860); Sanxiang Impression (000863); Song Cheng Performing Arts (300 144), etc.

The core data of this paper: China domestic tourism market; Structure of urban and rural residents in China; Regional Distribution of Domestic Tourism Market in China

Development foundation of domestic tourism market

Statistics from the National Bureau of Statistics show that the number of domestic tourists in China increased year by year from 20 10 to 20 19, reaching 6.006 billion in 20 19. 2020-202 1, affected by the epidemic, the number of domestic tourists in China dropped sharply. In 2022, the total number of domestic tourists was 2.53 billion, a year-on-year decrease of 765.438+06 billion and a year-on-year decrease of 2265.438+0%.

20 10-202 1, China's domestic tourism revenue first increased and then decreased, and the decline was mainly affected by the epidemic situation. In 2020, China's domestic tourism revenue was 2.23 trillion yuan, down 6 1.07% compared with 20 19. 202 1, with the improvement of the epidemic situation, domestic tourism revenue rebounded to 2.92 trillion yuan. In 2022, domestic tourism revenue was 2.04 trillion yuan, down 0.87 trillion yuan from the previous year and down 30.0% year-on-year. But overall, the domestic tourism market has picked up since 2020.

Urban residents are the main source market of domestic tourism.

Judging from the division of urban and rural areas, urban residents are still the main source market of domestic tourism in China. In 2022, the total number of domestic tourists was 2.53 billion, a year-on-year decrease of 765.438+06 billion and a year-on-year decrease of 2265.438+0%. Among them, the number of domestic tourists of urban residents was 65.438+92.8 million, down 654.38+07.7% year-on-year; The number of domestic tourists of rural residents was 6 billion/kloc-0 billion, a year-on-year decrease of 33.5%.

From the perspective of travel expenditure, in 2022, the travel expenditure of urban residents was 1.69 trillion yuan, down 28.6% year-on-year; Rural residents' tourism consumption was 0.36 trillion yuan, down 35.8% year-on-year, and urban residents accounted for a large share of tourism consumption. With the further improvement of population urbanization rate, it is expected that China urban residents will continue to maintain their position as the main tourist market in China.

The travel rate of tourism in the eastern region remains in the leading position.

Considering the number of trips and the length of stay of domestic tourists, in 20021year, China's domestic tourism market was mainly occupied by the eastern region, accounting for more than 50%. Followed by the western and central regions, accounting for 24.47% and 2 1.57% respectively. From this point of view, the eastern region has the highest rate of domestic tourism, and it is the main tourist source and marketing target area of domestic tourism.

Middle-aged and elderly customers are important customers.

According to the age distribution of tourists in China in 20021year, middle-aged and elderly tourists over 45 made a total of11940,000 trips, accounting for 36.8 1% of the domestic tourism market, becoming an important source of tourists in the domestic tourism market, with broad prospects for elderly tourism and leisure tourism.

For more research and analysis of this industry, please refer to the analysis report of "In-depth Investigation and Investment Strategic Planning of China Cultural Tourism Industry" by Forward-looking Industry Research Institute.