826 million person-times and 753.43 billion yuan. According to calculations by the Data Center of the Ministry of Culture and Tourism, the tourism data for this year’s Mid-Autumn Festival and National Day 8-day holiday are officially released. At the same time, many places have successively released long holiday tourism report cards. Industry insiders pointed out that the tourism economy has begun to enter a new normal that is endogenous to the market and driven by innovation, and has steadily transitioned into a new stage of rational prosperity.
Double-section superimposed Asian Games Zhejiang’s data reaches a new high
The 2023 Mid-Autumn Festival and National Day holiday coincides with the Hangzhou Asian Games. Holiday tourism in Zhejiang Province has shown a strong trend, with major indicators such as the total number of tourists received, average daily number of visitors, and total tourism revenue hitting new highs for the same period in history.
It is reported that Zhejiang received a total of 43.724 million tourists, achieved tourism revenue of 48.64 billion yuan, and the per capita consumption of tourists was 1,113 yuan. Among them, the total number of tourists received by Zhejiang province increased by 6.8% year-on-year on a comparable basis, an increase of 5.1% compared with 2019, and 1 percentage point higher than the national average; Zhejiang’s tourism revenue, the average daily tourism revenue was 6.09 billion yuan, a year-on-year increase of 8.2% , an increase of 0.5% compared with 2019.
In addition, some popular cities suitable for long-term tourism have also performed well. For example, Xinjiang and Inner Mongolia have achieved tourism revenue exceeding 10 billion.
According to the "Xinjiang Daily", it was learned from the Autonomous Region Culture and Tourism Department: According to survey statistics by a third-party company, during the Mid-Autumn Festival and National Day holiday, the region received a total of 15.1108 million tourists, an increase of 9.61% on a comparable basis compared with the National Day holiday in 2019; Tourism revenue was 20.911 billion yuan, an increase of 7.86% on a comparable basis compared with the National Day holiday in 2019.
According to the "Inner Mongolia Daily", on the evening of October 6, the Autonomous Region Department of Culture and Tourism announced that during the eight-day Mid-Autumn Festival and National Day holidays, the region received a total of 23.0601 million domestic tourists, which was 6.06 million in the same period last year on a comparable basis. times, on a comparable basis it was 1.35 times that of the same period in 2019; domestic tourism revenue was 15.848 billion yuan, on a comparable basis it was 7.23 times that of the same period last year, and on a comparable basis it was 1.18 times that of 2019.
Young people are keen on City Walk wet market unexpectedly breaking out of the circle
In addition to long-distance travel, more and more people are keen to enjoy urban roaming such as City Walk. Ctrip data shows that during the National Day holiday, searches for City Walk increased more than 7 times year-on-year. Beijing, Hangzhou, Shanghai, Xi'an, Suzhou and other cities have become popular cities for City Walk.
Among them, the vegetable market unexpectedly broke through among young people. For example, "Internet celebrity" wet markets such as Sanyuanli in Beijing and Wuzhong Market in Shanghai have attracted many people to check in. Meituan and Dianping data show that in the past month, searches for "wet market" have increased by more than 120% month-on-month, the number of related guide notes has increased by more than 110%, and the number of reviews has increased by more than 170%. Dianping data shows that in the past month, young users aged 20-35 accounted for more than 70% of users who searched for "wet market", and more than 6 of them were female users.
In addition, rural tourism continues to grow rapidly. Ctrip data shows that nationwide rural tourism hotel orders have nearly doubled year-on-year and more than quadrupled compared to the same period in 2019. Among rural tourist groups, the post-90s generation accounts for 30%, becoming the fastest growing consumer group.
It is worth noting that the tourism + format has shown strong momentum during this holiday season. Multiple cultural and tourism "packages" such as tourism + music, + culture, + food, + live performances, etc. have become standard in various places. Ctrip data shows that during the National Day Golden Week, the search volume for keywords such as music festivals and performances increased by more than 4 times and more than 3 times year-on-year respectively.
The tourism economy has steadily shifted into a new stage of rational prosperity
In such a rare short holiday, the "people follow the herd" model still surrounds major popular attractions, putting the scenic area's carrying capacity and operational capabilities to the test. During the past eight-day holiday, many scenic spots experienced service problems due to high passenger flow and apologized to the public.
On October 1, the ferry area had insufficient capacity, resulting in long queues and congestion. On October 3, the relevant departments of Ejina Banner in Inner Mongolia issued the "Announcement on Criticism of the Ejina Populus euphratica Forest Tourist Area" and the "Announcement on the Treatment of Juyanhai Scenic Area." Subsequently, the Populus euphratica tourist area issued an apology letter for the congestion problem and dispatched more shuttle buses, from 40 to 140 buses.
In addition to the Ejina Populus euphratica tourist area, there are also too many tourists in the Baquan Gorge Scenic Area in the Taihang Mountain Grand Canyon in Changzhi, Shanxi. There are still tourists who have not taken the transportation after dark. There are queues and congestion at the lower station of the scenic cableway and collective calls for refunds. On the morning of October 5, the Taihang Mountain Grand Canyon Baquan Gorge Scenic Area issued an apology letter in response to this incident.
Dai Bin, President of the China Tourism Academy, pointed out in the article "Expected Growth and Rational Prosperity-Special Comments on the Tourism Market during the Mid-Autumn Festival and National Day Holidays in 2023" that from the perspective of the average travel distance of tourists, the average recreational radius of destinations, tourism Judging from microstructural indicators such as consumption structure, proportion of self-driving tours, and tourist satisfaction, the tourism economy has begun to enter a new normal that is endogenous to the market and driven by innovation, and has steadily transitioned into a new stage of rational prosperity.
He believes that governments at all levels will use data science to grasp the tourism economic situation and stage characteristics, promote high-quality development of the tourism industry with a more rational and pragmatic attitude, and let the government return to the government and the market to the market.
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