Original title: The “people follow the herd” model reappears, and “tourism + X” has rich gameplay (introduction)
There are these new highlights (themes) in the travel market during this year’s Double Festival holiday
Workers Daily-China Industry Network reporter Yang Zhaokui
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The eight-day “extended version” Golden Week, which consists of the Mid-Autumn Festival and National Day holidays, ends today. Due to the intertwining of multiple needs such as parent-child, family visits, autumn appreciation, Asian Games, concerts, music festivals, etc., this long vacation has become the most popular long vacation in recent years. The “people follow the herd” model has reappeared in various domestic popular scenic spots and destinations, and the outbound tourism market has also accelerated its recovery.
Multiple demands for parent-child care, family visits, autumn appreciation, Asian Games, concerts, music festivals, etc. are intertwined. Various popular scenic spots and destinations have started the “people follow the herd” mode, and the number of tourists received has increased significantly compared with the same period in 2019… This year’s Mid-Autumn Festival and National Day holiday have become The most popular long holiday in recent years.
Data from multiple travel platforms show that the travel market has recovered strongly during this holiday, and the recovery of the tourism industry has accelerated. Qunar data shows that during the Mid-Autumn Festival and National Day, the bookings of air tickets, hotels, tickets, etc. in popular domestic cities exceeded that of 2019, and the bookings of air tickets in popular domestic cities increased by nearly 50% compared with 2019. Data from Lvmama shows that the number of long-term travelers on the platform during the Double Festival increased by 270% compared with 2022.
At the same time, outbound travel has also accelerated its recovery. Fliggy data shows that during this year’s Mid-Autumn Festival and National Day holiday, Fliggy’s visa processing service performance increased by more than 70% compared with this year’s May Day holiday, and the number of international air ticket bookings hit a peak within the year. Douyin Life Service data shows that during this year’s Double Festival, outbound travel orders on the platform increased 7 times year-on-year.
Domestic long-term travel dominates, while overseas travel accelerates recovery
During this year’s Double Holidays, long-distance travel dominates. Faced with the rare eight-day holiday, the average number of days tourists travel has increased significantly compared with the May Day holiday.
Mafengwo Tourism Big Data shows that during the holidays, the platform’s long-term travel and outbound travel orders accounted for more than 90%, of which family and parent-child customers continued to lead the long-term holiday travel force with nearly 60%. Tuniu data shows that more users choose travel itineraries of five days or more, accounting for 54% of the total. Tourists mainly focus on autumn appreciation, family visits, and parent-child travel.
In addition to autumn appreciation, parent-child travel, etc., the Hangzhou Asian Games also attracted much attention during the Double Holidays. On the Fliggy platform, the number of room nights booked in hotels and B&Bs in the “Six Asian Games Cities” during this year’s Double Festival holiday increased by more than 60% compared with 2019.
At the same time, the eight-day long holiday has also accelerated the recovery of the outbound tourism market. Douyin Life Service data shows that outbound travel orders on the platform have increased sevenfold year-on-year. The top five outbound travel destinations are Hong Kong, China, Macau, Thailand, Japan, and South Korea. Fliggy data shows that among the top destinations for outbound travel compliance, in addition to destinations within the “four-hour flight circle” that were the first to recover in the first half of the year, Australia, New Zealand, the United Arab Emirates, Turkey, Iceland, Egypt, etc. are further away from China. The destination also appears in it.
Popular scenic spots “people follow the crowd”, and niche destinations are becoming more popular
During this year’s Double Festival holidays, tourists are enthusiastic about traveling, and the “people follow the herd” model has reappeared in many scenic spots. The “Douyin 2023 Mid-Autumn and National Day Travel Guide” released by Douyin Life Service shows that the top 10 most popular scenic spots in China are: Beijing Tiananmen Square, Hangzhou West Lake Scenic Area, Shanghai Bund, Xi’an Datang Evernight City, Chongqing Hongya Cave, Nanjing Confucius Temple, Canton Tower, Huangshan Scenic Area, Nanchang Bayi Square, Changsha Juzizhou Scenic Area.
Popular scenic spots are “crowded”, so avoiding the crowds and traveling to niche destinations and rural areas has become the choice of many young tourists. Douyin Life Service data shows that during this year’s National Day holiday, Douyin’s rural attraction check-ins exceeded 1.5 million times, and related orders increased by 176% month-on-month and 162% year-on-year. The rural tourism destinations that are more popular among netizens are: Hongcun in Yi County, Anhui, Huangling Village in Wuyuan, Jiangxi, Xixi Ancient Village in Dongguan, Guangdong, Zhibei Village in Meihekou, Jilin, Gexian Village in Qianshan, Jiangxi, and Zhagana Village in Diebu, Gansu.
Heytea data shows that during the Double Festival holidays, tea consumption in many non-touristy cities also increased significantly. The sales growth of Heytea stores in Fushun, Tonghua, Chaozhou and other cities ranked among the top in the country. These cities show great potential for consumption growth, with the highest single-day sales exceeding 5,000 cups since the opening of stores in some cities.
“Travel + X” themed gameplay becomes more and more abundant
In addition to “playing well”, you also need to “play cool”. The theme gameplay of “Travel + X” is becoming more and more abundant during this holiday. Theme games that are popular among different groups of people, such as “star chasing” at concerts and music festivals, immersive experiences, and Hanfu travel photography, are highly sought after during the holidays.
According to incomplete statistics, there are more than 60 music festivals across the country during this year’s Mid-Autumn Festival and National Day holiday. According to the person in charge of Tongcheng Travel, during the Double Festival holiday, the platform launched a variety of packages such as “air tickets + tickets” and “hotel + tickets” for Jay Chou’s Bangkok concert. Among them, the “air ticket + ticket” package has been sold out within 3 minutes of sale for 6 consecutive days.
At the same time, some places are also actively creating new business formats to attract tourists. In Dongping County, Shandong Province, the immersive interactive drama “Meeting Luo Guanzhong” attracted many young tourists to dress up and “enter the show”; the ancient city of Anyang upgraded the large-scale immersive night tour “Ancient Rhythm and Lights Anyang” and launched Chang’e’s Jade Rabbit Spirit to Dance , national style COS parade, Hanfu parade interaction, ornithopter performance, etc., injecting new vitality into the Chinese character city.
(China Engineering Network, Beijing, October 6)
2023-10-06 18:09:00
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