In the summer that just passed, the tourism market was as hot as the weather. As the long Mid-Autumn Festival and National Day holidays are approaching, bookings for related travel products continue to heat up. Data from multiple online travel platforms show that bookings in the long-term travel market during the Mid-Autumn Festival and National Day holidays have grown rapidly, with some niche destinations performing well and bookings for outbound products rising rapidly.
Tourism market fully recovers
Crowded airports, train stations, and bustling scenic spots have become clear evidence of the recovery of the tourism market. The China Tourism Academy estimates that the number of domestic tourists this summer reached 1.839 billion, with domestic tourism revenue of 1.21 trillion yuan, and the number of tourists received by most destinations reached a record high.
Parent-child families are the main force in the summer tourism market. Data from Ctrip.com shows that among summer air ticket orders, families are the group with the fastest growth in travel, with order volume increasing by more than 50% compared with the same period in 2019. Among them, family air ticket orders have the highest growth, increasing by 56% compared with the same period in 2019. Study tours are a popular product during the summer. On Fliggy.com, the number of searches for study tours increased by more than 2.3 times compared with last summer.
The superimposed effect of cultural and tourism integration is highlighted. From July to August, many second- and third-tier cities become the venue for large-scale performance projects. Going to a city for a performance, concerts and music festivals drive a large number of people to move across regions. For example, the first Bubble Island Music Festival held in Tianjin in July had more than 60,000 visitors, about 70% of whom came from Beijing, Hebei and other regions. While performances bring in ticket revenue, they also produce a gathering effect in a short period of time, driving consumption growth in tourism, transportation, accommodation, catering, shopping and other fields.
According to data from the China Performance Industry Association, the number of performances, box office revenue, and attendance at this summer’s summer tourism performances increased by 235.34%, 496.20%, and 717.85% respectively compared with the same period last year. Strong travel demand is the main reason why tourism and performing arts projects remain popular. There are many new hot spots in traditional tourism and performing arts projects, and the cooperation between tourist attractions and performance organizations has become more in-depth.
Now, as the Mid-Autumn Festival and National Day holidays are getting closer, the tourism market is becoming more popular again. On the Ctrip platform, as of September 6, domestic travel product bookings have increased nearly five times compared with the same period last year. The week-on-week growth of air tickets, homestays and other businesses has exceeded 50%, and ticket prices for scenic spots have doubled. Data from Fliggy Travel Network shows that the current holiday bookings for domestic travel products have increased nearly six times year-on-year, with bookings for hotels, group tours, scenic spot tickets, car rentals and other domestic travel categories far exceeding the same period in 2019.
“Multiple, multi-dimensional and continuous data show that the tourism economy has irreversibly begun to recover.” said Dai Bin, president of the China Tourism Academy.
Long-term travel bookings are popular
The surge in consumer demand has driven up booking prices. On the Ctrip platform, the unit price of domestic air tickets during the Mid-Autumn Festival and National Day holidays is 1,293 yuan, which is 20% higher than the unit price during the summer holiday. Data from Tongcheng Travel Network shows that as of September 12, the average air ticket price for trips during the Mid-Autumn Festival and National Day holidays has increased by 13% compared with the May Day holiday. In addition to rising ticket prices, the longer travel radius is also an important reason for the increase in average air ticket prices.
The 8-day long holiday has made bookings for long-term travel even more popular. According to Ctrip platform data, the proportion of air tickets and hotel bookings for inter-provincial travel during the Mid-Autumn Festival and National Day holidays reached 84%, a year-on-year increase of 30 percentage points. Long-term travel destinations are mainly concentrated in the northwest such as Burqin, Urumqi, Lanzhou, Dunhuang, or South China. Sanya, Guangzhou, Xiamen and other places. Fliggy data shows that inter-provincial travel orders accounted for over 80% during the Mid-Autumn Festival and National Day holidays, with many places such as Shanghai, Beijing, Hangzhou and Chengdu becoming popular destinations for domestic travel.
Liu Yang, chief commercial officer of Tujia B&B, analyzed that the Mid-Autumn Festival and National Day holidays are a time for all ages to travel intensively. The demand for long-term travel is concentrated, and the homestay market will usher in a new outbreak cycle. From a regional perspective, tourist destinations in the north may cool down a bit, while tourist destinations in the south are about to start to gain momentum. “During the National Day holiday, Tujia will focus on supervising homestay services and contract performance issues such as unavailability of rooms, price increases, false transactions, and false reviews to ensure tourists’ stay experience,” Liu Yang said.
During holidays, there will always be crowds of tourists in popular destinations. During this holiday, many people choose to go in the opposite direction and go to niche destinations with lower costs and higher comfort. On the Ctrip platform, the order volume in Shangri-La, Jingdezhen, Anji, Nanyang, Changzhou, Foshan, Huai’an, Yanji, Jieyang, Antu and other places more than doubled during the 2019 National Day holiday. On the Tujia platform, bookings for homestays in Yanbian during the holidays increased 25 times, and bookings for homestays in Changzhou, Fuzhou, Luoyang and other places increased more than 10 times.
Outbound travel is expected to reach a peak
According to statistics from the National Immigration Administration, from July 1 to August 29, the national public security organs’ entry-exit management agencies issued a total of 3.42 million ordinary passports and 18.585 million passes and endorsements for travel to Hong Kong, Macao and Taiwan, an increase of 7.1% and 27.5% respectively from the previous month. ; A total of 82.413 million people were inspected by border inspection agencies across the country, a month-on-month increase of 19.88%. The demand for entry and exit documents for Chinese citizens continues to rise, the flow of inbound and outbound passengers has increased significantly, and the inbound and outbound tourism market is showing a synchronous recovery trend.
In August this year, the Ministry of Culture and Tourism announced the resumption of the operation of national travel agencies and online travel companies for Chinese citizens to travel to relevant countries and regions (the third batch) for outbound group travel. The number of destination countries and regions on the third batch list expanded to 138. These purposes The tourism popularity of the place immediately increased. “Since travel planning and visa processing require a certain period of time, the outbound travel market did not heat up rapidly until the summer. We expect the outbound travel market to usher in a small peak in passenger flow during this year’s Mid-Autumn Festival and National Day holiday,” said Cheng Chaogong, chief researcher at Tongcheng Research Institute.
On September 13, Thailand announced a five-month visa-free policy for Chinese tourists. Big data from Qunar.com shows that after the policy was released, the search volume for Thai air tickets on the platform increased by more than 70% compared with the same time last week, and the search volume for Thai hotels doubled month-on-month. On the Ctrip platform, the search popularity for outbound air tickets during the Mid-Autumn Festival and National Day holiday has returned to nearly 100% compared with the same period in 2019. The main search destinations for outbound air tickets are Thailand, South Korea, the United States, the United Kingdom, and Australia. On the Fliggy platform, the number of outbound travel product bookings has increased by more than 20 times year-on-year. The distance of outbound travel has gradually expanded from the “4-hour flight circle” to outwards. Thailand, Malaysia, South Korea, Australia, Indonesia, etc. have become popular countries for outbound travel. Egypt, New Zealand, Vietnam, Turkey, Spain and other countries have the fastest growth rates.
It is worth noting that overseas niche destinations are also becoming more and more popular. On the Ctrip platform, niche and long-term travel destinations represented by New Zealand, Switzerland, Egypt, the United Arab Emirates, and Turkey stand out, and hotel search popularity has increased significantly compared with the same period in 2019. Tongcheng travel data shows that relatively niche outbound travel destinations such as the United Arab Emirates and Saudi Arabia in the Middle East have grown rapidly in popularity. As of September 12, some popular vacation products to relevant areas during the Mid-Autumn Festival and National Day holiday have been sold out.
Editor Wang Jia
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2023-09-17 01:25:04
