Introduction: The summer tourism season is coming soon. This summer, due to the adjustment of the "circuit breaker" mechanism of inter-provincial travel and the blessing of travel demand such as parent-child vacation and graduation trip, the tourism market has shown a relatively rapid recovery trend. The number of travel days and travel distance has been significantly extended, and long-term tours and group tours have also ushered in a booking boom. According to Tongcheng Travel's "2022 Summer Travel Consumption Forecast Report", with the gradual improvement of the epidemic prevention and control situation, compared with the same period in 2021, it is expected that the domestic tourism market will return to the Suzhou track in the summer of 2022, and the overall number of trips is expected to recover to more than 70% of the same period in 2019. So, summer tourism is about to start, how to seize the destination tourism boom?
-Multiple policies are good for release
Summer Travel Market Returns to Sioux Tracks-
Since entering May, under the guidance of the overall requirements of "epidemic prevention, economy stability, and development safety", various measures to stabilize growth and promote consumption have been implemented, and the epidemic prevention and control policies have been further optimized. Among them, more and more scientific and accurate prevention and control policies are of great significance to market recovery. The epidemic prevention and control policy of the tourism industry has narrowed the implementation scope of the inter-provincial tourism "circuit breaker" mechanism from the provincial level to the district and county level, which will form a more direct support for this year's summer tourism. At the same time, Yunnan, Hubei, Guizhou and other places have launched consumption voucher issuance activities, which to a certain extent has activated the consumption enthusiasm suppressed by the epidemic.
Cheng Chaogong, chief researcher of Tongcheng Research Institute, believes that under the support of various bailout policies and pro-consumption policies, the stability of the tourism industry chain in the summer of 2022 will be enhanced, the repair of the demand side will also receive all-round support, and the market will be expected to return to the Suzhou track.
The "2022 Summer Travel Consumption Forecast Report" shows that the comprehensive epidemic prevention and control policy optimization and adjustment and the support of various favorable policies, compared with the same period in 2021, it is expected that the domestic tourism market will return to the Suzhou track in the summer of 2022, and the overall number of trips is expected to recover to more than 70% of the same period in 2019. From the perspective of passenger flow, the recovery ratio of the large travel market supported by rigid demand such as travel and family visits will be slightly higher than that of the tourism and vacation market.
- Sichuan listed as "Top Destinations for Summer Outings"
Water-friendly, cultural and bloggy gameplay heats up-
A few days ago, Tuniu Travel Network released the "2022 Summer Travel Trend Forecast". Judging from the search and booking data, this summer, users in Shenzhen, Nanjing, Hangzhou, Guangzhou, Wuhan, Chengdu, Hefei, Beijing, Tianjin, Chongqing and other places are more enthusiastic about traveling. In terms of popular destinations, Jiangsu, Guangdong, Hainan, Yunnan, Xinjiang, Zhejiang, Sichuan, Shaanxi, Beijing and Anhui were listed in the "2022 Summer Travel Top 10 Destinations". Since the Dragon Boat Festival, the popularity of travel in Yunnan, Sichuan, Xinjiang, Shaanxi and other destinations has increased rapidly, and the number of bookings and consultations has doubled compared with the same period in May.
With the arrival of the holidays, the student group has more free travel time, and the travel demand of parent-child and student groups has risen rapidly. According to the "2022 Summer Travel Consumption Forecast Report", water parks, theme parks and zoological and botanical gardens will be the three favorite travel themes for parent-child customers in the summer of 2022. At present, Tongcheng Travel has launched a special topic on parent-child travel scenic spots to recommend high-quality travel products for parent-child travel users. The student body pays more attention to outdoor camping, museums and nature. Since May this year, xi'an Tang Sancai Art Museum has been opened, the Hunan Provincial Museum has been upgraded to Hunan Museum, the archaeological work of Sanxingdui has continued to advance, and newly excavated cultural relics will enter the public eye in the future.
-Seize the online force to gather popularity, and comprehensively spread the offline to attract passenger flow-
Therefore, to seize the summer tourism boom, destinations should innovate tourism promotion methods through various platforms and channels such as new media, enrich the supply of tourism products and tourism and leisure activities, strengthen the adaptation between demand and supply, and promote the acceleration of the "restart" of the tourism industry.
· Online power, cultivate the top stream
According to statistics, with the stabilization of epidemic prevention and control, the number of cultural tourism video releases has increased significantly, and the tourism demand accumulated by users is being further released through online platforms. "Geographical advantages" into the development of the "dividend", "popularity" convergence into the development of the "people", online tourism marketing efforts are affecting the direction of the market with a strong attitude, for the promotion of cultural undertakings, the promotion of tourism activities around the world, new media platforms for the market and tourists have the advantage of major tourism consumption guidance ability.
Relying on the network platform, data analysis based on user portraits and the creation of sticky social circles to enhance communication and interaction are important means to create momentum and raise the volume of the cultural and tourism industry.
Therefore, it is necessary to pay attention to the advantages of the online platform, rely on the online platform to carry out a series of special promotion activities, and the cultural and tourism departments, tourism destinations, tourism enterprises, tourism experts, and tourists in various places can make full efforts through various forms such as graphics, short videos, and live broadcasts.
Shandong Provincial Culture and Tourism Department "Along the Yellow River meets the sea" live event poster Source: Hospitality Shandong Voice public number
Comprehensively spread, even grounded
In addition to the rich and exciting online activities, destinations will also seize the opportunity of tourism recovery, increase publicity and promotion, further enhance the confidence of mass tourism consumption, and help the industry recover and develop.
"In the second half of the year, Jilin City should base itself on the promotion of advantageous products such as summer leisure and rime ice and snow, grasp the two consumption growth points of summer and snow season, deeply cultivate boutique festivals, unite professional OTA platforms, develop characteristic cultural and creative products, rely on comprehensive smart tourism platforms, build based on internet red cities, and make every effort to open up a new pattern of publicity and promotion work." Zhao Daming introduced.
Taking this domestic tourism promotion activity as an opportunity, the Xinjiang Uygur Autonomous Region will continue to promote the business of "Xinjiang people visiting Xinjiang", "local people visiting their hometown" and "attracting tourists to Xinjiang", and increase publicity and promotion with the help of mainstream media and new media in Xinjiang, and publish advertisements for Cultural tourism products in Xinjiang on platforms such as airports, subways, high-speed rail stations and CCTV in the source areas; Rely on regional cooperation mechanisms to increase cooperation in areas such as resource sharing and mutual delivery of customers; Go to the main source cities in China to hold promotion meetings, and link up with counterpart provinces and cities to help Xinjiang provinces and cities to implement the business of "attracting customers into Xinjiang".
Tianshan Tomur Scenic Area in Aksu Region in May Source: Xinjiang is a good place public number
At the same time, from now until the end of the year, some scenic spots in many provinces have opened a free or preferential mode for tourists from all over the country.
Sichuan——
From now until the National Day in Ganzi Prefecture, scenic spot tickets are half price and students are free
From now until the National Day, the Ganzi Prefecture Scenic Spot has launched preferential policies to implement a half-price discount on tickets for domestic and foreign tourists, and a full-free ticket discount for students (including international students, holding student cards).
The scenic spots that released the preferential policies include Hailuogou Glacier Forest Park, Daocheng Yading, Kangding Mugecuo, Kangding Muya Holy Land, Luding Bridge, Danba Jiaju Tibetan Village, Daofu Inkstone Park, Daofu Yala Snow Mountain, Litang Letong Ancient Town, Batang Tsopugou, Dege Printing Monastery, Yanzigou and all other scenic spots that receive tickets.
Daocheng Aden
From June 1 to September 30, all A-class scenic spots in Aba Prefecture will be toured at half price by tourists from Sichuan and Chongqing
From June 1, 2022 to September 30, 2022, all A-class scenic spots in the prefecture, such as Jiuzhaigou, Huanglong, Siguniangshan, Dagu Glacier, Bipenggou and The First Bay of Jiuqu of the Yellow River, will be discounted by 50% off the tickets for residents of Sichuan and Chongqing Municipality, as well as non-local household registration personnel who have lived and worked in Sichuan and Chongqing for a long time. Household registration personnel in this province and Chongqing enjoy preferential treatment for tickets purchased with id cards, and non-local household registration personnel can enjoy preferential treatment for tickets purchased with id cards and valid residence permits.
Jiuzhaigou
Dujiangyan Scenic Area has launched a free ticket discount for middle and high school entrance examination students across the country
From July 1, 2022 to August 31, 2022, the 2022 national high school/college entrance examination students are exempted from the Dujiangyan Scenic Area ticket, with their valid admission ticket, graduation certificate and other relevant documents, and show the health code, itinerary code and other id card activation at the comprehensive service window of the scenic spot, you can self-swipe your ID card to enter the park.
Dujiangyan
Fujian——
Xiamen Gulangyu Island is open to the whole country free of charge during the summer
Xiamen Gulangyu Island and other key scenic spots are open to the whole country for free in the summer, and 10 million yuan of summer cultural tourism consumption coupons are issued! From now until August 31, 2022, 8 state-owned A-class scenic spots will implement free admission for citizens and tourists.
The preferential scenic spots include the main scenic spots on Gulangyu Island - Sunshine Rock, Shuzhuang Garden, Haoyue Garden, Gulangyu Foreign Cultural Relics Museum, Lettering Hall, Organ Museum, etc., as well as the Garden Botanical Garden and Hulishan Fort. At present, Xiamen also has A-class scenic spots such as Garden Expo Garden, Jimei Ao Garden, Tianzhu Mountain Forest Park, Gulong Sauce Cultural Park, Jiahe Liangku Cangxiao Cultural Tourism Zone and other A-class scenic spots with free tickets for a long time.
Gulangyu Island
The main scenic spot of Wuyi Mountain offers free admission to the people of the whole country
Under the premise of strictly implementing the epidemic prevention and control work, from June 18, 2022 to December 31, 2022, the main scenic spot of Wuyi Mountain will provide free admission to the people of the whole country, including summer vacation and National Day Golden Week. During the free ticket period, tourists who enter the main scenic spot will be given a preferential treatment of free main scenic spot tickets (excluding sightseeing tickets and bamboo rafting tickets) with their personal valid IDENTITy documents, and the number of free tickets is limited to 20,000 people per day.
Wuyi Mountain
Hunan——
Some scenic spots in Zhangjiajie are free of charge for tourists from all over the country from June to December
Zhangjiajie Grand Canyon Scenic Area and Zhangjiajie Seven Star Mountain Tourist Resort have implemented free tickets for tourists from all over the country from June to December. From June 1, 2022 to June 30, 2022, Zhangjiajie Wulingyuan Scenic Area launched the "Out-of-Print Wulingyuan Help Tourism Development Association" free ticket online ticket snatching activity, which can enter the activity participation page through the "Zhangjiajie One Machine Tour" WeChat Mini Program, the "Zhangjiajie Tourism" official WeChat and other network channels, real-name system to grab tickets, limited to 3,000 free tickets per day (until the end of the grab), and the free ticket use period is until December 31, 2022.
Zhangjiajie Grand Canyon Scenic Area
Shandong——
Qingdao's state-owned A-class scenic spots are free of charge from June to December
On May 30, Qingdao announced that from June 1, 2022 to December 31, 2022, 11 new state-owned A-class tourist attractions in Qingdao will be open to domestic and foreign tourists free of charge.
A total of 11 state-owned A-class tourist attractions are included in the free opening of the ticket, namely: Laoshan Scenic Area, a national 5A-level tourist scenic spot, Xiaoqingdao Park, Qingdao Underwater World, Qingdao Beer Museum, Qingdao Wine Museum, East China Wine Estate, Dazhu mountain scenic spot, Langyatai Scenic Area, Zhushan National Forest Park, Qingdao 3A-level tourist attraction Qingdao German Governor's Building Former Site Museum (Guest House), Jimo Crane Mountain Scenic Area. Up to now, Qingdao has accumulated 56 A-class tourist attractions opened free of charge.
Laoshan Scenic Area