Where to play during the Spring Festival of the Year of the Tiger? Shopping for movies, skiing for the New Year, going to exhibitions and watching dramas... On the basis of doing a good job in epidemic prevention and control, the Spring Festival of the Tiger is full of highlights and is full of unique New Year flavors. In order to retain customers for the New Year, many places have also launched various forms of cultural tourism consumption coupons to further stimulate the consumption potential of cultural tourism.
The film market ushered in the "opening red"
During the Spring Festival of the Year of the Tiger, the Chinese film market ushered in a "good start". According to the data released by the National Film Administration, the box office on February 1 (the first day of the first lunar month) was 1.445 billion yuan, with 25.7407 million people; the box office of Its Chinese films was 1.444 billion yuan, with a single-day share of 99.99%.
It is understood that a total of 8 blockbusters were released in this year's Spring Festival file, which not only has a strong lineup, but also covers a variety of themes such as war, drama, animation, and comedy. "Chosin Lake's Watergate Bridge" and "Sniper" focus on the War to Resist US Aggression and Aid Korea, together with "Miracle Stupid Child", "Four Seas", "This Killer Is Not Calm", "Bear Haunting and Returning to earth", "Pleasant Goat and Gray Wolf Basket Out of the Future", "Little Tiger Dun Big Hero" and other films, to provide audiences with a variety of themes and types of viewing options.
Among them, the film "The Water gate Bridge of Changjin Lake" was released for 16 hours, the box office has exceeded 800 million, the number of moviegoers has exceeded 14 million, breaking 39 records in a row, becoming the box office champion of the premiere day of the Chinese film history drama theme film, the box office champion of the Chinese film history Spring Festival war theme film, and the single-day box office champion of the Chinese film history Spring Festival drama theme film.
Maoyan data shows that as of 10:43 on February 3, 2022, the total box office (including pre-sales) of the Spring Festival in 2022 exceeded 2.9 billion! Among them, "Chosin Lake's Shuimen Bridge" is far ahead, reaching 1.27 billion. It is followed by "This Killer Is Not Calm", more than 500 million, in addition, "Four Seas" and "Miracle • Stupid Child" have exceeded 300 million yuan, while Zhang Yimou's "Sniper" has exceeded 95 million at the box office, only one step away from the 100 million yuan club.
It is worth mentioning that in recent years, the box office of Spring Festival movies has continued to rise. In 2014, the Spring Festival file exceeded 1 billion yuan for the first time, exceeded 3 billion yuan in 2016, exceeded 5 billion in 2018, and exceeded 7 billion yuan in the Spring Festival file in 2021. The industry expects that the box office of spring festival movies in 2022 is expected to exceed 8 billion.
"Doorstep" with a sense of New Year's ceremony
During the Spring Festival, nearly 60% of tourists will adjust the "distance" of travel to local tours and peripheral tours, and even if they do not go far, they must live a full sense of New Year ceremony at the "doorstep".
Tuniu travel data shows that young and middle-aged people are still the main force of local tourism and peripheral tourism. More than 75% of tourists aged 26-45 account for this. Among them, some are single young people, embarking on a journey alone during a long holiday and enjoying the freedom and tranquility of a person; some are young couples or couples, considering that Valentine's Day this year is on a post-holiday working day, choose to travel in advance and spend a romantic vacation together; there are also a considerable number of parents who have taken their children and the elderly to the theme parks, folk attractions, and cultural pavilions in or around the city to find a different "New Year's flavor" in the family fun.
Among the travel orders during the Spring Festival holiday, families traveling with children accounted for 37%. Theme parks represented by Universal Beijing Resort, Shanghai Disneyland, Zhuhai Chimelong Ocean Kingdom, Guangzhou Chimelong Paradise, Shanghai Haichang Ocean Park, Wuxi Sunac Park, etc. have become the first choice for young families to "walk their babies".
With the high demand for self-driving tours, outings, and city tours, local and surrounding hotels have become fragrant, and hotel vacations have become a hot spot in this year's Spring Festival "local New Year" market. In terms of type selection, theme park hotels and star-quality hotels in the suburbs of the city are favored by more consumers. Tuniu travel network hotel order data show that this year's Spring Festival holiday, high-star quality hotels, theme park hotel bookings increased by 53% year-on-year, some of the city's suburban star resort hotels are even more difficult to find a room.
Skiing for the New Year has become a new tourist trend
The imminent Winter Olympics not only "ignited" the enthusiasm of the whole people for the Winter Olympics, but also stimulated the ice and snow tourism market during the Spring Festival. Relevant platform data show that skiing has become a new trend of tourism in this year's Spring Festival, and the search popularity of ski scenic spots has doubled compared with last year.
According to the Ctrip report, the most popular ski destinations in the province during the Spring Festival of the Tiger are: Beijing, Chengdu, Hangzhou, Guangzhou, Chongqing, Huanggang, Anji, Liupanshui, Shennongjia and Wuxi. From this point of view, in addition to Beijing, where the Winter Olympics will be held, the southwest region represented by Chengdu, Chongqing and Guizhou Liupanshui, the east China region represented by Hangzhou, Anji and Wuxi, and the central China region represented by Huanggang and Shennongjia have become the most popular ski destinations for tourists during the Spring Festival of the Year of the Tiger.
On the one hand, the traditional popular ice and snow tourism destinations still make the majority of tourists yearn for it. With unique ice and snow resources and mature supporting facilities, Northeast China and North China are still the preferred "ski paradise" for tourists. On the other hand, with the completion and opening of outdoor alpine ski resorts, indoor ski resorts, ice and snow worlds and other scenic spots in the southern region, local ice and snow tourism has heated up rapidly, and southern tourists do not need to go north, and "skiing freedom" can be realized at the "doorstep".
According to a Tuniu travel network report, this year's Spring Festival, Shanghai, Beijing, Hangzhou, Ningbo, Shenzhen, Guangzhou, Nanjing, Chengdu, Wuhan, Suzhou and other places have a high demand for ice and snow tourism. At present, skiing in Jiangsu and Zhejiang is mainly concentrated in Scenic Spots such as Anji Yunshang Grassland Starry Ski Resort, Jiangnan Tianchi Ski Resort, Guanyintang Ski Resort and Wuxi Sunac Snow World; Anhui has a mountain ski resort - Dabie Mountain Ski Resort. The diverse and different grades of ski resorts in East China can basically meet the needs of different ski enthusiasts.
Open tides to play a new way of fun
Many places have held a variety of cultural and tourism activities based on traditional culture and integrated modern creativity. A number of cultural and tourism products with regional and folk characteristics continue to be "new", and visiting museums and cultural centers has added a different cultural flavor and heritage to the Spring Festival.
During the Spring Festival, the Shanghai Municipal Bureau of Culture and Tourism launched a rich "New Year's Feast" with the theme of "Happy New Year's New Heritage Experience", inviting citizens to "celebrate the New Year on the spot and conduct a Haipai archaeology in the city". The "New Year's Feast" includes six major themes, 43 items, and more than 360 online and offline cultural tourism activities, such as "Ancient Town Intangible Cultural Heritage", "Watching Drama and Watching exhibitions to celebrate the Year of the Tiger", and "The Latest Year of Micro-tour Magic Capital".
The Beijing Municipal Bureau of Culture and Tourism released 10 "Strolling through Beijing× Internet Celebrity Punch Card - Spring Festival Tide of the Year of the Tiger to Play Beijing Tourism Route". It connects some of the newly promoted Internet celebrity punch cards released by Beijing last year, links the surrounding tourist attractions and fashion consumption places, and combines the characteristics of Beijing winter and the elements of the Winter Olympics, so that citizens and tourists can enjoy the Spring Festival holiday without leaving Beijing.
The Hebei Museum has opened 15 offline exhibitions, and carefully planned the "Vertical and Horizontal Elephants - Hou Ma MengShu and Zhongshan Three Instruments Character Art Exhibition" and "Tiger Tiger Shengfu - Nonyin Tiger Year New Year Zodiac Cultural Relics Picture Group Exhibition" and so on.
Going to the ancient town to find the "New Year's taste" is also a popular choice. Wuzhen, Xitang Ancient Town, Tongli Ancient Town and other well-known scenic spots have launched a variety of innovative New Year experience projects and Spring Festival ticket discount activities, attracting many families to punch in.
At the same time, many places have also launched various forms of cultural tourism consumption coupons to stimulate the potential of cultural tourism consumption.
For example, all parts of Sichuan Province have issued cultural and tourism consumption coupons worth a total of more than 11.7 million yuan, and launched a series of cultural and tourism measures to benefit the people, such as ticket reductions for more than 300 scenic spots, 100 hotel series discounts, and air ticket discounts for some routes. More than 160 A-class tourist attractions in Fujian Province implement free tickets, half prices and other preferential treatment. (Reporting by Ban Juanjuan, Beijing)
Final Judge: Zhang Song
Producer: Qi Rong
Source: Economic Reference Network
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