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Financial Investment News reporter He Menglu
Both supply and demand, and positivity and optimism are the two key words that run through this year’s domestic tourism market. Judging from the booking data of many online travel platforms, the demand for travel during the Dragon Boat Festival holiday this year will continue to be released. It is foreseeable that during the Dragon Boat Festival holiday, which has a strong "Chinese flavor", with the accelerated influx of new consumption scenarios, the domestic tourism market will be exciting.
"Overall, the domestic tourism industry is expected to continue its good development momentum during the Dragon Boat Festival holiday." Chen Qiankang, a professor at the School of History, Culture and Tourism of Sichuan Normal University, said in an interview with a reporter from the Financial Investment News that this year's Dragon Boat Festival The short holiday coincides with the travel peak during the college entrance examination graduation season, so it will have a positive driving effect on both long-term and short-term travel.
Going to the next province to “visit” has become the norm
A reporter from the Financial Investment News noticed that from the booking data of many online travel platforms, during this year’s Dragon Boat Festival holiday, the proportion of short-distance travel and peripheral travel increased Demand is high.
Ctrip data shows that domestic travel bookings during the Dragon Boat Festival holiday increased by 20% year-on-year. The popular destinations for surrounding travel are Nanjing, Hangzhou, Shanghai, Guangzhou, Suzhou, Tianjin, Beijing, Jinan, Qinhuangdao and Qingdao. Therefore, the flexible pick-up and return, comfortable and convenient car rental and self-driving method will also become the first choice for a three-day holiday. Data shows that during the Dragon Boat Festival, Ctrip’s domestic car rental and self-driving orders increased by 260% year-on-year. From the perspective of travel destinations, renting a car to go to the next door province is a "travel destination"."Every door" has become the norm for Dragon Boat Festival travel.
In addition, the "2024 Dragon Boat Festival Travel Trend Report" released by Tongcheng Travel shows that this year's Dragon Boat Festival holiday travel market is still dominated by short and medium distances, with the Yangtze River Delta, Pearl River Delta and There is strong demand for short-distance travel such as the Triangle, Beijing-Tianjin-Hebei and Chengdu-Chongqing city tours.
Judging from the "Qunar" train ticket reservation situation, cities in the 2-hour high-speed rail circle are the main destinations for tourists traveling from Beijing. Departing from Shanghai, popular destinations within the 2-hour high-speed rail circle include Tianjin, Jinan, Shijiazhuang, Qinhuangdao, and Datong; starting from Shanghai, popular destinations within the 2-hour high-speed rail circle include Hangzhou, Suzhou, Nanjing, Huzhou, Ningbo, etc.
It is not difficult to find that compared with the May Day holiday, the demand and number of medium- and long-distance and outbound travel have decreased. Therefore, in terms of transportation options, compared with the rising popularity of high-speed rail and self-driving, the number of flights has not There has been no surge.
According to data from Aviation Travel, civil aviation is expected to support about 42,700 passenger flights during the Dragon Boat Festival holiday this year, with an average of more than 14,200 daily passenger flights. The average daily passenger flight volume is higher than that in 2019. An increase of 6%, basically the same as the same period in 2023.
The popularity of "New Chinese-style" travel continues to rise
It is worth mentioning that when traditional festivals encounter "New Chinese-style" travel, tourists' consumption needs are increasingly focused on the depth of folk culture Experience and explore.
Chengdu folk custom tour is exciting, night tour of Jinjiang River provides pictures.
In the past week, on the "Qunar" platform, the search volume for the keyword "Dragon Boat" has increased by 136% month-on-month. In Dongguan, Guangdong, it has already entered the annual Dragon Boat Festival time. Ctrip data shows that travel search popularity increased by more than 40% year-on-year during the Dragon Boat Festival holiday. In addition, dragon boat races have been launched in Shenzhen, Guangdong, Wuhan, Hubei and other places, attracting the attention of many tourists.
Tongcheng Travel data shows that various types of “new Chinese-style” travel that provide an in-depth experience of Chinese history and culture are very popular among young users. "New Chinese" travel methods include visiting historical museums, dragon boat racing experiences, intangible cultural heritage experiences, visiting historical and cultural scenic spots, and Hanfu makeup making experiences, etc. Among them, the traditional opera culture in Suzhou and Beijing, the tea-picking culture in Fujian, and the intangible tie-dye culture in Hunan, Yunnan and other places... are all cultural tourism experiences that tourists pay more attention to.
“From national fashion to Hanfu, from cultural museums to ancient towns, the public pays more and more attention to traditional culture, thus promoting the popularity of new Chinese travel. As a traditional Chinese festival, the Dragon Boat Festival has rich cultural connotations, and tourists can get a lot from it. Emotional experience. At the same time, the innovation of cultural tourism products also gives new vitality to traditional festivals and strengthens people’s willingness to re-understand cultural traditions,” said Ctrip Research Institute.
A reporter from the Financial Investment News noticed that the rising popularity of "new Chinese-style" travel may indicate a new growth point in the tourism market. In the face of tourists' pursuit of personalized tourism experience, various regions across the country have upgraded traditional tourism formats and superimposed in-depth cultural and tourism integration models such as folk customs and intangible cultural heritage, thereby activating the market from top to bottom, and the high prosperity is expected to continue for a long time.
"My Altay" popularizes chartered car tours in Xinjiang
When county tourism mastered the password of travel traffic during the May Day holiday, "niche tours" and "downtown tours" suddenly became hot items. Judging from the booking data of multiple online travel platforms, the popularity of county tourism during the Dragon Boat Festival holiday this year is expected to continue.
Tuniu tourism data shows that so far, bookings for tourism products related to county destinations such as Anji, Deqing, Tonglu, Wuyuan, Pingtan, Liyang, Xiapu, Chun'an, Yixing and Altay are hot.
Take Altay, which was popularized by the TV series "My Altay", as an example. Mafengwo big data shows that the popularity of "Altay"-related content has increased by as much as 233% in the past week. "My Altay" has the same route."The popularity increased by 75%. On the Ctrip platform, during the Dragon Boat Festival, bookings for chartered tours in Xinjiang, Inner Mongolia, Yunnan, Qinghai, Sichuan and other places led the way. Among them, bookings for chartered tours in Xinjiang increased significantly, with a year-on-year increase of 136% in 2023.
With the rise of county tourism and changes in passenger travel consumption habits, the transportation demand of regional airports in third- and fourth-tier cities has increased significantly compared with previous years. Data from Hangzhou Travel Zongheng shows that compared with the same period in 2023 and 2019, The passenger throughput of regional airports in third- and fourth-tier cities is expected to increase by more than 50%.
Ctrip data shows that comparing the popularity of hotel searches during the Dragon Boat Festival holiday this year and last year, Xianyang, Xuzhou, Yibin, Yan'an, Changchun, Nanchang, Mianyang, Wuhu, Zhengzhou and Hengshui are the destinations with higher popularity for hotel searches.
It is not difficult to foresee that peripheral tourism, folk tourism and county tourism may each take the lead during this year’s Dragon Boat Festival holiday. "Looking forward, the competition in the tourism market will become more intense. Summer vacations, city tours, tours to famous attractions, and summer camp tours will all generate greater market demand during the summer. It is expected that in the second half of this year, the overall number of tourists will increase. and revenue will exceed last year. " Chen Qiankang said.
Edited | Proofread by Chen Yuhe | Reviewed by Yuan Gang | Yao Yanru
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