Tourism industry recovers to meet the cardiotonic, and the summer tourism market accelerates to heat up-瞭望新时代网-瞭望时代，放眼世界

Tourism industry recovers to meet the cardiotonic, and the summer tourism market accelerates to heat up

2022-07-06

Many places across the country have announced the resumption of inter provincial tourism, the "star picking" of itinerary cards, the intensive issuance of cultural and tourism consumption tickets throughout the country, and the introduction of preferential tickets in scenic spots... The reporter of economic information daily learned that with the improvement of the epidemic and the superposition of policy dividends, it is injecting a strong impetus into the recovery of tourism. Data from several tourism platforms show that the summer tourism market continues to heat up. Tourism hotspots such as graduation travel, postgraduate study tour and summer vacation tour are frequent. The summer tourism market is hot Based on the data of many tourism platforms such as Ctrip, tuniu, donkey mother and flying pig, the reporter found that the summer vacation tourism market has been hot in recent times. According to the "2022 summer travel trend forecast" released by tuniu tourism network, this summer's tourism market has shown a relatively rapid recovery, and long-term tourism and group tourism have ushered in a wave of booking boom. "Summer is the peak season for traditional travel, and it is also the outbreak period of diversified needs such as parent-child travel, summer vacation travel, research and study travel. At present, domestic long-term travel has entered the peak period of booking." Xiexiaoqing, a senior researcher at Ctrip Research Institute, said that the order volume of summer tickets and team travel products increased by more than 100% month on month; Summer hotel orders increased by more than 50% month on month. Flying pig data also shows that the popularity of summer travel booking is rising rapidly. Since the end of the 618 promotion, the number of hotel packages sold in the promotion has been doubling year-on-year. Real time booking of calendar rooms and calendar tickets also ushered in a peak. The booking volume of Feizhu Hotel increased by 55% month on month in one week, and the booking volume of summer air tickets increased by more than 2 times. From the perspective of tourism hot spots, the "summer vacation" in the southwest and northwest continues to heat up. Tuniu data shows that the travel popularity of destinations such as Yunnan, Sichuan, Xinjiang and Shaanxi has increased rapidly, and the volume of reservations and consultations has increased significantly. According to the same trip data, domestic island tourism has also become a popular summer resort for tourists. Graduation travel and parent-child vacation are also popular topics for summer travel. According to Ctrip's orders, more than 40% of the graduates chose to travel across provinces, and the per capita consumption growth of the graduates increased by 21% year-on-year. Donkey mother data shows that traveling with classmates and friends is the mainstream of graduation season tourism, accounting for up to 70%. Since the beginning of June, the volume of product consultation and bookings with labels such as "single villa", "party party", "board game", "barbecue" and "E-sports room" has increased, with an increase of about 20-30% from the same period in May. In addition, tuniu booking data shows that parent-child families are one of the main customer groups for summer travel, accounting for 32%. Ctrip data also showed that the willingness of parents and children to travel in the summer showed an upward trend, and parent-child ticket orders have recovered strongly in the past two weeks, up 209% from the previous two weeks. On the flying pig platform, parent-child hotels and Resort Hotels with water parks and fun experiences are more popular. From the perspective of summer research tourism, the person in charge of Ctrip's study tour said that this year's parent-child study tour and summer camp products are more exquisite in terms of team size than in previous years, and small group trips account for the majority. Travel modes are more diversified, including RV travel, SUV car travel, etc. Desert hiking, perseverance, stargazing and other topics are more popular, including historical humanities, such as museums and the Silk Road; Scientific exploration, such as watching the launch of rockets and other products, continues to gain popularity. New measures to promote cultural tourism consumption In the view of the industry, many places across the country have announced the resumption of inter provincial tourism and the "star picking" of travel cards, which has brought obvious benefits to the tourism industry. On June 18, Qinghai, where the official announcement of the resumption of cross provincial travel was made, the order volume of Ctrip Qinghai hotel in the summer increased by 174% on a weekly basis; The number of tickets in the scenic spot increased by 100% from the previous week; The number of summer tickets increased by 252% from the previous week. Ningxia, which announced the orderly opening of inter provincial team tourism on June 19, doubled the booking volume of inter provincial group tourism products in the summer within two days; Summer hotel bookings increased by 108%. The opening of Zhengzhou Chongqing high-speed railway is also worth the opening of cross provincial tourism in Hubei, which has promoted the rapid rise of tourism popularity in Hubei. The number of orders for inter provincial group tour products in Hubei during the summer increased by 346% on a weekly basis. In addition, since the official announcement of Shanghai Disneyland on June 28 that it will resume operation on June 30, the keyword search volume of Shanghai Disneyland on donkey mother platform has quadrupled. The relevant person in charge of tuniu said that the adjustment of the "circuit breaker" mechanism of cross provincial travel around the country has further enhanced the confidence and willingness of users to travel. Compared with the Spring Festival and May Day holidays, the number of travel days of users in summer this year has shown an extended trend, of which the reservation orders for travel trips of 7 days or more account for 31%. Domestic long-term travel ushered in a rebound, and gradually became the dominant summer travel market. Xiang min, deputy general manager of Feizhu transportation business department, said that the cancellation of the "asterisk" mark of the communication travel card on June 29 will bring more benefits to the travel demand in the summer. Feizhu will continue to launch preferential activities such as 50% off the fuel cost of summer tickets and sub cards of super value tickets. The issuance of cultural tourism consumption tickets and the introduction of preferential tickets in scenic spots... All regions have unveiled "big tricks" to promote cultural tourism consumption, which has further stimulated the potential of tourism consumption. The reporter learned that in order to effectively stimulate cultural tourism consumption and welcome the arrival of the summer tourism season, the "you Yunnan" platform issued a new round of cultural tourism consumption vouchers on July 5, with a total amount of 10million yuan. On the same day, the Wuhan cultural tourism consumption season was launched, and a total of 1.05 million Wuhan cultural tourism coupons were issued to citizens and tourists in three rounds on the official wechat platform of Wuhan Cultural Tourism Bureau. In addition, in order to effectively stimulate the recovery of tourism consumption market, many well-known tourist attractions such as Shanghai Haichang Ocean Park, Zhangjiajie, Hunan, Huashan, Shaanxi, Lushan, Jiangxi, Changbai Mountain, Jilin, Huangguoshu waterfall, Guizhou have opened ticket free activities; In addition, a considerable number of scenic spots have introduced free tickets or other preferential policies for students, local residents, medical workers, etc. "Before the summer vacation, all regions have successively opened cross provincial tourism, and the tourism demand has been fully released. The growth data of Ctrip's businesses point to the recovery of the summer market. All regions are also poised to seize more dividends in the peak tourism season." Fang zeqian, an industry analyst at Ctrip Research Institute, said. Fang zeqian also said that preferential policies such as free tickets can not only enhance the attraction and reputation of the scenic spot, so as to help the scenic spot actively strive for the summer market; It can also promote the secondary consumption of catering, surrounding and ground transportation in the scenic spot, and bring revenue growth to the scenic spot. At the same time, in the context of "ticket economy", it is also the general trend of its own iteration to accelerate the transformation of scenic spots to diversified and open leisure resorts and improve the ability of innovative marketing and high-quality services. It is expected that the tourism market will accelerate its recovery In the view of the industry, with the concentrated release of market demand, the accelerated recovery of the tourism market is expected. "As the epidemic prevention and control situation is getting better and better, local cultural and tourism departments have successively launched summer tourism activities and preferential measures. Domestic tourism demand will be centrally released in the summer. Study tours, parent-child tours, family visits, etc. will be popular formats, and self drive tours, family groups, car rental tours, etc. will also have strong demand." Said Deng Ning, deputy dean of the school of tourism science of Beijing Second International Studies University. Wu Ruoshan, a special researcher of the tourism research center of the Chinese Academy of Social Sciences, also believes that with the improvement of the epidemic prevention and control situation, local cultural and tourism departments have successively launched summer tourism activities and preferential measures, and it is expected that this year's summer tourism will usher in a better market expectation. The promotion of online tourism companies is also conducive to arousing tourists' consumption desire and promoting tourism consumption. In the long run, many tourism enterprises are also accelerating product development to better meet the needs of the tourism market. "Young Post-00 groups generally have a preference to pursue hot spots and have a strong ability to accept and spread new things. As travel agencies, they also need to conform to the current consumption trend of young people, adopt differentiated strategies, and develop personalized products and services." The relevant person in charge of donkey mother tourism network said. The relevant person in charge of Ctrip said that the younger user group of Ctrip is becoming more and more obvious. Taking E-sports hotel business as an example, nearly four of the users who have booked E-sports hotels on Ctrip platform have become post-95 consumer groups, and users under the age of 30 account for more than 80%. Ctrip will focus on developing new marketing methods of "tourism + E-sports" in the future to reach more young users. "Guochao experience, gourmet accommodation, museum fever, etc. have moved from the subdivision field to the public stage, which also marks that generation Z is gradually growing into the main force of cultural experience consumption. Young people have high requirements for aesthetic performance and high attention to consumption connotation, which reflects that the experience with more value expression, feminism and personality has been integrated into the new trend of generation Z consumption, which is bound to further accelerate the pace of cultural tourism integration." Xie Xiaoqing thinks. (Xinhua News Agency)

Edit：He Chuanning Responsible editor：Su Suiyue

Source：Economic Information Daily

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