Key Words Of "11" Tourism Report: Recovery, Characteristics, Freedom And Quality

The tourism industry, which had been suspended due to the epidemic situation, has ushered in a great opportunity to return blood in this long holiday. Local governments, OTAs, travel agencies, and scenic spots have made great efforts to attract tourists. As expected, 637 million people traveled and 466.56 billion yuan of tourism revenue. The number of tourists and tourism revenue recovered to 79% and 69.9% respectively year on year.

More than that, from sightseeing tourism to leisure vacation, the changes in China's tourism market are also taking place in this "11" holiday. Characteristic theme tourism is popular, travel is more free and rational, quality travel and tourism recovery together constitute the key words of the "11" Tourism Report.

"We are optimistic about the recovery of the tourism market and the revitalization of the industry in the fourth quarter. It is expected that the recovery and revitalization of the tourism economy in the whole year will be a high probability event." Dai bin, President of China Tourism Research Institute, believes that the inbound and outbound tourism market depends on the international epidemic situation, visa restrictions, aviation opening and other conditions. It is expected that the fourth quarter will still consolidate at the bottom. Some countries and regions will gradually resume international routes and lift the ban on China's tourism. The inbound and outbound tourism market is expected to gradually recover this winter and next spring according to the epidemic situation in various countries.

More and more tourists are willing to settle down and pursue high-quality tourism. Photo by Zheng dikun

637 million trips

As the sun sets on August 22, the National Day holiday of 637 million people is coming to an end. Compared with the previous forecast of 550 million person times, the number of tourists and tourism revenue of this long holiday exceeded expectations. According to the calculation of China Tourism Research Institute (data center of the Ministry of culture and Tourism), during the eight day holiday period, a total of 637 million domestic tourists were received, with a year-on-year recovery of 79.0% according to the comparable caliber; and the domestic tourism revenue reached 466.56 billion yuan, with a year-on-year recovery of 69.9% according to the comparable caliber.

From October 1 to October 8, the average number of passengers sent by railways, highways, waterways and civil aviation was 62.115 million, according to the Ministry of communications. Among them, October 1 was the highest peak since the outbreak of this year, and the total number of passengers sent by railways, highways, waterways and civil aviation reached 65.8623 million.

A total of 637 million trips have led to the recovery of tourism ecological chains such as transportation, hotels and scenic spots. Ctrip report shows that the growth of all kinds of travel modes, scenic spot tickets and hotels has exceeded 100%. Among them, the volume of train ticket orders increased by more than 300% month on month, while that of car ticket increased by more than 200%.

In terms of travel distance, local tourism and peripheral tourism still occupy the "C" position. According to the data of mafengwo, during the golden week, the local tourism business recovered the best, reaching 90% of the same period last year, and the unit price of "local tour" increased by 31% compared with the same period last year. In terms of long-term tourism, from various aspects of data reports, Northwest Sichuan Tibet tourism and Hainan Sanya have become absolutely hot spots. According to the data of tuniu, 53% of the travel orders are domestic long-term tours, and the number of travel bookings in Tibet, Shanxi, Sichuan, northwest connection and Guizhou has exceeded that in the same period last year. Among them, the number of trips to Tibet during the national day tour through tuniu has increased by 94% year-on-year. According to the Secretary General of the Tourism Research Institute, the tourism center of Hainan Province has been restored to a certain level.

According to a special survey conducted by the Joint Laboratory of tourism big data of China Tourism Research Institute, during holidays, the average travel radius of tourists is 213.0km, and the average recreation radius at destination is 14.2km. Compared with labor day and Dragon Boat Festival holiday, the travel radius increases by more than 56%, and the proportion of tourists staying overnight is 49.6%.

Dai bin pointed out that people have a strong desire to "travel twice" and the holiday effect spills over after the festival. According to the survey conducted by China Tourism Research Institute (data center of the Ministry of culture and Tourism), 35.8% of tourists choose "domestic epidemic situation is improved, domestic medium and long-term tourism is changed into provincial or short-range Tour", 29.1% of tourists travel across provinces, and 83.5% travel within 300 km. Many people make two short trips and many local leisure after returning in the middle of the holiday. Tourists' travel radius reached the lowest on the 5th, and then expanded again to 200.1km on the 6th, with a month on month increase of 10.6%, and continued to expand on the 7th.

From the perspective of region, OTA reports such as Ctrip, tuniu and lvma all show that the travel ability of economically developed cities such as Beijing, Shanghai, Guangzhou, Shenzhen is the strongest, and the traditional popular tourist cities such as Beijing, Shanghai, Guangzhou, Nanjing, Wuhan, Sichuan and Chongqing are the best, while Sanya, Lanzhou and other cities have become popular destinations because of their preference for long-term travel. "Tourists are more willing to choose cities with more holiday products." Wu Liyun, a professor at the Institute of Chinese cultural industry, Beijing Institute of foreign studies, believes that Beijing, Shanghai and other cities have rich tourism products and perfect tourism facilities, so they recover faster than other cities. This actually reflects that tourism is moving from sightseeing to leisure.

Supply side frequent big moves

The epidemic situation pressed the pause button for the tourism industry, and the arrival of the National Day holiday activated the tourism industry chain. Local governments, OTAs, travel agencies, scenic spots and other destinations have launched a variety of big moves to attract tourists.

Before the prologue of the long holiday, OTAs have started the war of subsidy for tourism products. On September 7, Tongcheng Yilong took the lead in launching the "1 billion subsidy" plan. Flying pig travel then made a huge investment of "10 billion yuan" and promoted the sales through the subsidy game of returning cash to order. The subsidy war intensified. Ctrip launched the 11th National Congress of the Communist Party of China on September 22nd, while Feizhu united to gather and cost-effective to upgrade the subsidy amount from "10 billion" to "double 10 billion". Meituan also launched cash distribution and low-cost subsidy activities with millions of businesses across the country.

Local governments have not missed this opportunity to carry out the issuance of consumer vouchers to the end. According to public information, more than 20 provinces and cities, such as Beijing, Shandong, Zhengzhou and Zhejiang, have issued long holiday coupons. Yunnan, Xinjiang and other places also provide fuel subsidies for self driving tourists. At the same time, various scenic spots attract tourists through free or discount activities. According to Ctrip Travel big data lab, more than 1500 scenic spots across the country have implemented different levels of free or discounted admission policies.

In addition to paying attention to the "wallet" of tourists, local governments and tourist destinations have done enough in content, and the combination of culture and tourism makes tourism connotation more abundant. Some local governments hold national day cultural activities. For example, Tianjin has held "I tour Tianjin" cultural tourism shopping season in golden autumn and October near 5A scenic spots such as Wudao. Some tourist destinations tap cultural elements, so that tourists can not only feel the scenery, but also feel the amorous feelings. For example, the joint Museum of Beidaihe scenic spot has launched a joint exhibition of "glorious name for treasure, learning from classics" and "golden autumn Millennium calligraphy and painting collection"; the first "magnificent flower mountain" beer festival was held in Taiping ancient city of Chongzuo, Guangxi, which attracted a large number of young tourists with folk performance, food experience and multi style music performance.

Among them, 41.5% of the tourists visited the Tourism District, the museum and the cultural center, respectively. 66.5% of the tourists who spent less than 4 hours visiting cultural and Museum venues still accounted for the majority.

In order to improve the service quality, the scenic spot has accelerated the pace of digital transformation. There are not only "suxinyou", a smart cultural and tourism platform that can make online booking for most of the scenic spots of 4A and above in Jiangsu, but also the intelligent scenic spot service of Anhui Hongcun scenic spot, which can realize time-sharing appointment, worry free return and second entry, and the innovative expression of VR series exhibition of National Ocean Museum. Passengers can not only swim safely and comfortably, but also have a stronger sense of science and technology in the experience.

The supply side's "crying out" may lie in the younger and younger tourists. Data from Ctrip show that among all travel users during this year's golden week, the post-90s and post-00s generation accounted for more than 60%, becoming the absolute main force of travel. At that time, the younger generation gradually became a large group of tourists, which means that traditional tourism is going far away.

From the perspective of tourism theme, theme parks and ecological scenic spots are still the leading roles. However, it is worth noting that when the mid autumn festival meets the national day, night tours and red tourism shine brilliantly. According to the mother donkey report, during the National Day holiday, bookings of night tourism related products such as light shows and night cruises increased by 27% over the same period last year. Ctrip's "midnight room" sales data is also relatively good, Hangzhou, Chengdu, Guangzhou, Chongqing, Shenzhen, Beijing, Xi'an, Shanghai, Changsha, Kunming and other places in China's "midnight room" trading volume ranked first. In terms of red tourism, both mother donkey and tuniu have paid attention to the hot phenomenon of red scenic spots such as the South Lake scenic spot in Jiaxing, Zhejiang Province, and the ruins of the first National Congress of the Communist Party of China. According to the data from mother donkey analysis, during the National Day period, especially on October 1 and 2, the growth rate of red tourism consultation and reservation was more than 330% compared with the Dragon Boat Festival.

In addition, culture, food and other characteristic elements have also become an important focus of attention. According to the data from the mafengwo platform, the Longmen Grottoes in Luoyang, Henan Province, the Humble Administrator's garden in Suzhou, Jiangsu Province, and the summer palace in Beijing are the most popular scenic spots for young tourists. Among them, the ticket sales of Danxia National Geopark in Zhangye have increased nearly 30 times compared with that of May Day this year, and the tickets of Longmen Grottoes have increased more than 10 times compared with that of this year's may day. According to the report of mother donkey, the "Resort Hotel + hairy crab" tour in Jiangsu Su Xichang, the seafood and food tour in Zhoushan and Ningbo, Zhejiang Province, the cultural celebrities and textbook theme tour in Shaoxing, Zhejiang Province, and the autumn sun shooting tour in Wuyuan, Jiangxi Province, are all very popular among tourists.

Travel more freely and rationally

With the improvement of transportation infrastructure such as airports, railways and expressways, the increase of car ownership and driving license holders, as well as the rise of smart tourism supported by mobile Internet and big data, self driving and self-help travel have become the mainstream. According to the data of Fuzhou City, during the holidays, the city received 5.02 million tourists, and less than 2% of organized travel agencies went abroad. Dai bin pointed out that the holiday tourism market in recent years shows that a mass tourism era of centralization of travel agencies is coming.

According to the Ministry of transport, the average daily passenger traffic volume during the National Day is expected to be 47.37 million, up 64.00% month on month compared with the average passenger volume on the previous Sunday before the national day, and the increase in Road tourism passenger volume is obvious. Ctrip's "2020 11 car rental and self driving tour big data report" also proves the popularity of this wave of "golden week on wheels". The data shows that during the National Day holiday, the daily car rental volume of Ctrip has increased by 50%, and the average consumption of car rental has also continued to grow. The long holiday has exceeded 2000 yuan, and the number of car rental and self driving tours has set a new historical record. Among them, Sanya in Hainan ranked first in terms of car rental volume, and the daily car rental volume in Xining, Lijiang and Chengdu increased by more than 100%.

"When you go out, you can take your children with you and have a lot of things. It's convenient to drive and load things. It's also convenient to go out and play." Driving 2058 kilometers from Qingdao to Zhangye, Qinglian told reporters.

In addition, it is also worth paying attention to the fact that compared with the previous "crowded people, cars and cars", the trend of rational travel and staggered peak travel is becoming more and more obvious. According to the Ministry of transport, the average daily flow of expressways was 47.6662 million vehicles, a year-on-year decrease of 4.69%. The characteristics of scattered travel during long holidays are remarkable. The data of mother donkey also shows that, compared with previous years, the peak period of traveling around is from October 3 to 5, and the trend of staggering the return tide or staggering peak travel is obvious.

This long holiday is different from the past. Overseas travel is limited, the epidemic situation may be repeated, and students are trapped in the local area But this does not delay the waves before and after a quality "11" holiday. Free travel, boutique small group and customized travel are more and more popular among consumers. According to the data from the platform of tuniu and mother donkey, the travel information and order volume of boutique tours and customized tours continued to rise during the long holiday. The mother donkey report further found that the proportion of long-term free pedestrians on the platform was close to 50% for the first time, and the destinations were concentrated in the eastern and southwest regions such as Dali, Sanya, Guilin, Xiamen, etc. In addition to the upgrading of travel mode, high star hotel has also been more preferred. The Gmv of Ctrip hotels increased by more than 100% month on month. In the overall hotel orders, 4-star and 5-star hotels account for nearly half of the total hotel orders, becoming the best popular gathering place.

Tourists' yearning for high-quality tourism has led to the rise of product prices. Ma honeycomb tourism data shows that during the National Day Golden cycle, the unit price of B & B guests increased by 32.97% compared with the same period of last year, the unit price of hotel guests increased by 25.67% compared with the same period of last year, and the unit price of "local tour" increased by 31% compared with the same period last year. "I think this kind of price increase mainly occurs in some head home stay." Jin Zhun believes that this is a reflection of high-quality B & B in short supply.

From the data, tourists are no longer satisfied with the "card Tour" and prefer to enjoy an immersive in-depth tourism. The number of 3-day late donkey mothers increased by 17% in the same period last year. The data of Ctrip also proves that passengers no longer pursue "swim more", but hope to "swim well". Data show that during the national day, the number of tourists staying in hotels for five days increased by 35% on a month on month basis, and the number of guests staying for seven days increased by 70%. Among them, Sanya, Dali, Xiamen, Qingdao, Xi'an and other cities with river, sea and ancient city scenery have become popular cities of National Day hotels. More and more people choose to listen to the story behind the landscape. According to the report of mother donkey, in the long-term tour, the number of people who book products such as electronic tour guide and package with manual explanation increased by 35% compared with the national day of 2019.

"This is a symbol of the transformation of tourism from traditional sightseeing to leisure and vacation." Wu Liyun believes that tourists are willing to settle down slowly, and they are more in pursuit of the quality of the trip, including a deeper understanding of the history and culture of the destination, urban construction and the entire atmosphere.