In 2023, have you traveled? Many people's answer is yes, compared with the previous three years of Xi habit at home, the current free travel to see the great rivers and mountains of the motherland surging mood often wells up in their hearts.
Inventory 2023, from "Director of Culture and Tourism Rolls to the Sky", "Special Forces Tourism", "Village BA", "Village Super" to City Walk in the city, Wenbo fever, and then to the "people from the crowd" in the double festival superimposed scenic spots......
Tourists dressed in cheongsams shuttle through the "sea of lanterns" Photo by Cai Jiahong
Behind the rising enthusiasm and refreshing data, behind those unforgettable tourism buzzwords, people's expectations for a better life are reflected, and the strong recovery of the tourism market is also presented, as well as new changes in the market atmosphere, tourism experience and Internet celebrity cities.
The market has recovered strongly
In 2023, the major scenic spots will reappear in the hot scene of crowds, and the tourism market will usher in the long-lost "fireworks". The hottest holiday market since the beginning of the statistical record, the hard-to-find cultural and museum venues and the performance market are the epitome of the changes in China's tourism market this year, and also a note of the strong recovery of the market.
Hot words: "people conform to the herd"
On October 1, more than 300,000 tourists from all over the country witnessed the five-star red flag rising in Tiananmen Square to welcome the first rays of sunshine. The familiar scenic spots "people from the crowd" appear in large numbers again!
The Mid-Autumn Festival and the National Day in 2023 will be connected to form an 8-day ultra-long holiday, superimposed on the impact of the Hangzhou Asian Games and cultural tourism policies in many places, and the demand for public tourism, family visits, and sports viewing is very strong, forming the most popular holiday tourism market since the statistical record.
During the Mid-Autumn Festival of the National Day, Beijing Road in Guangzhou was popular Photo by reporter Li Chunwei
According to the data center of the Ministry of Culture and Tourism, the number of domestic tourists during the eight-day holiday was 826 million, an increase of 71.3% year-on-year and 4.1% over 2019, and the domestic tourism revenue was 753.43 billion yuan, a year-on-year increase of 129.5% and 1.5% over 2019. This is the hottest holiday travel market on record!
On December 14, the Information Office of the State Council held a series of press conferences on the theme of "Authoritative Departments Talk about the Beginning". According to statistics, in the first three quarters of this year, the total number of domestic tourists was 3.67 billion, and the tourism revenue was 3.7 trillion yuan, an increase of 75% and 114% year-on-year respectively.
Residents' demand for tourism has been released in a concentrated manner, and residents' travel has increased substantially. While driving the expansion of related consumption, it has also promoted economic recovery. In response to a reporter's question, Du Jiang, vice minister of culture and tourism, said that this year's tourism market can be described as "hot".
Hot words: The director of culture and tourism rolls up to the sky
In the first half of 2023, hundreds of millions of netizens are exclaiming, "Now the directors of culture and tourism everywhere are really 'rolling' to the sky!".
With the acceleration of the recovery of cultural tourism across the country, the director of culture and tourism has "opened" out, using cross-dressing, showing talents, challenging the limit, etc., to join the "involution" wave of promoting local cultural and tourism resources, which has been well received and has become a hot topic.
Li Xinbing of the Shixing County Culture, Radio, Tourism and Sports Bureau spoke for Shixing in front of the enclosure
Behind this, it is the whole society that is looking forward to taking cultural and tourism consumption services as an opportunity to promote the comprehensive recovery of domestic consumer demand. The director of culture and tourism is out of the circle, and it has really driven local tourism, and the search popularity of tourism in related places where many tourism directors are "out of the circle" has increased to varying degrees, and the marketing effect is good.
As Dai Bin, president of the China Tourism Academy, said, tourism needs Internet celebrities, but Internet celebrities are not the whole of tourism.
After "out of the circle", the directors of culture and tourism, in addition to changing the idea of cultural tourism promotion, have also paid more and more attention to the underlying logic of the development of tourist destinations such as convenient transportation system, perfect infrastructure, public service and business environment, and high-quality lifestyle, so as to expand the cultural tourism brand, dig deep into the characteristics of cultural tourism, and explore a path suitable for the high-quality development of their own cultural and tourism industry.
Hot words: cultural and museum venues are hot
"All appointments will be completed in the next 7 days", "I can't make an appointment at all, crazy brushing"...... This is the "hard to find" situation in museums in many places during the summer and holidays this year.
For example, the Guangdong Provincial Museum has a total of nearly 700,000 visitors from July to August 2023, more than double the number of the same period in 2019. The total number of summer admissions to the Memorial Hall of the Agricultural Lecture Institute was about 290,000, nearly double the 161,000 in the same period in 2019.
The new museum of Guangzhou Art Museum (Guangzhou Art Museum) is open, and tourists and art meet Photo by reporter Liang Yu and Liu Yingying
The rising popularity reflects the people's growing demand for a better life, and also prompts public venues, cultural and tourism enterprises and other innovative means and multiple measures to continue to increase high-quality supply and better meet the public's diversified consumption needs.
In order to alleviate the pressure of "hard to find a ticket" and meet the cultural needs of the audience, many museums in Guangdong have flexibly adjusted their opening hours, and launched interesting cultural activities such as "Museum Night", stargazing camping, and concerts, so that the audience can "enter the museum not only to watch the exhibition" and have a richer cultural experience.
In the summer, many museums across the country announced that they would break the practice of "closing on Mondays" to better meet the spiritual and cultural needs of citizens and tourists.
Hot words: Performing arts bring fire tourism
In 2023, "going to a city for a concert" has become a new phenomenon of cultural tourism. "As 'selling out when it goes on sale' has become a reality that tickets for many concerts and music festivals are on sale, some audiences have even squatted for 30 concerts and still haven't grabbed a ticket", so they can only "cross most of China to participate in music festivals" and "go to cities they have never heard of to see performances".
Hainan Island International Music Festival "The Color of the Sea" Concert Xinhua News Agency
In the first three quarters of 2023, the per capita revenue contribution of tourism entertainers was 5 times that of the average revenue contribution of attraction tickets in the same period, showing a strong multiplier effect. The premium rate of hotels around the performance has increased significantly, with the highest premium rate reaching more than 40% in Suzhou, Chengdu, Hangzhou, Guangzhou, Chongqing, Shenzhen and other places.
Douyin's 2023 summer cultural tourism data report also shows that topics related to summer music festivals and concerts have been played 36.07 billion times, and the activities have driven a 72% month-on-month increase in travel orders and an 86% month-on-month increase in sales in Wuhan scenic spots, and a 70% month-on-month increase in travel orders and a 92% month-on-month increase in sales in Xi'an scenic spots.
Change of experience The gameplay has its own personality
Scenic spots are no longer the only driving force for tourists to travel, life elements are integrated into tourism and leisure, unlocking new ways to play tourism, and showing the personalized needs of tourism consumption.
Hot words: special forces tourism
30 hours round trip 1,300 kilometers to 6 scenic spots, 33 hours to Beijing 8 scenic spots in one day...... In 2023, a very new way of tourism will quietly emerge among young people - "special forces tourism".
More and more contemporary young people choose to challenge the limits of physical strength and time, in order to spend the least amount of time and money, visit the most scenic spots, pursue short time and high efficiency, and focus on a "visit".
On major social platforms, countless "special forces" use words and images to record their "achievements".
Special Forces Tourism Is Very Particular About Convenient Transportation Xinhua News Agency
Behind the popularity of "special forces tourism" is "efficient travelers + efficient hardware facilities". The increasing improvement of the transportation system, the increasing development of network technology, the further improvement of the quality of the service industry, coupled with the opening of the night tour mode in some popular scenic spots, and the 24-hour opening of some public places to provide tourists with food and resting places, all provide the possibility and feasibility of "special forces tourism".
Although there are reasons why "young people don't have enough time to spare, and their wallets are not bulging enough", it is not simply a poor trip, but also an active experience of food and beauty, which is a carnival of enjoying tourism. It is a practice for contemporary young people to read thousands of books and travel thousands of miles.
热词：城市漫步（City Walk）
In 2023, a city walk trend is emerging in major cities across China. Following the special forces tour, young people are happy to walk along the small roads together. People who don't know think that this is a new way of saying the traditional "rolling the road and walking the bend", City Walk, the gameplay is more thematic than ordinary shopping.
There are many tourists in the ancient city of Kashgar Photo by reporter Zhong Zhenbin
Historical and humanistic classic routes, film and television dramas with the same check-in places, and special food collections...... According to different clues and ideas, people reconnect the elements in the city, deriving more and more new scenes of cultural tourism. Whether it is a tourist or a local resident, in the City Walk to explore the city in an all-round way, in addition to enjoying the beautiful scenery and food, but also feel the "human touch" of the city.
Reading the city in the neighborhood reflects the upgrading and development of the tourism industry and the transformation of tourism consumption patterns in recent years.
The change of location, the Internet celebrity city "sinks"
During the holiday season in 2023, there will be a clear trend of integration of culture, sports and tourism in China's tourism market, with cultural landmarks becoming popular destinations, and cities rich in "Internet celebrity" culture being more favored. In 2023, Internet celebrity cities are no longer just the label of big cities, and more and more second-, third-, and even fourth-tier cities have come to the forefront, realizing the "sinking" of Internet celebrity cities.
Hot words: Jiangmen "Hurricane"
At the beginning of 2023, the ratings of the anti-crime drama "Hurricane" are unbeatable, bringing unprecedented attention to Jiangmen, Guangdong, the core filming location of the series. In fact, Jiangmen has always had the potential to become an Internet celebrity city. From the popular film and television works "Let the Bullets Fly", "The Grandmaster", "Wind and Snow Xiguan", "Breaking the Storm" and other filming here, to "Hurricane" finally realized "film and television works bring fire to a city".
Jiangmen was brought to fire by "Hurricane" Photo by reporter Chen Zhuodong
According to official data, during the Mid-Autumn Festival and National Day holidays, Jiangmen received 5.013 million tourists, with tourism revenue of 2.881 billion yuan, an increase of 170.49% and 156.77% year-on-year respectively. Among them, A-level scenic spots received 963,600 tourists, a year-on-year increase of 189.54%. The "long-tail effect" of "Hurricane" is gradually emerging.
In recent years, there are many cities that have become Internet celebrities with film and television dramas, such as Xiangyang, Hubei, which became popular with "Hello, Li Huanying", and Xiamen, Fujian, which has become popular with many film and television dramas. According to the "China Film and Television Comprehensive Filming Report", the post-90s and post-00s who are keen to enjoy life and explore the world have become the main consumers of filming location tourism, accounting for more than 57%. In addition, residents of first-tier and new first-tier cities prefer to follow the film and television comprehensive check-in.
Hot word: Zibo barbecue
"Don't ask how much the ticket is, just ask how much youth is. Not only contemporary college students rush to Zibo "barbecue", but even tourists do not hesitate to take the international "fly" across most of the world to Zibo to play skewers.
Zibo barbecue is hot Photo by Xiaoxin
In March and April of the first half of the year, almost all food topics in China were occupied by "Zibo barbecue", which became a phenomenal "fireside night talk". Today, Zibo, Shandong Province, which has been brought on fire by barbecue, has not only become the "top stream" among third-tier cities, but also a model for the Xi of national tourist cities.
According to the related academic paper "Analysis of the Communication Logic of Zibo Barbecue's Popularity", "The success of Zibo barbecue is the result of college students' group check-in, online V's recommendation, local government's responsibility, and the concerted efforts of businesses and citizens." ”
Hot words: Qiandongnan "village race"
With the fiery on-site atmosphere and distinctive ethnic performances...... The "Village Super" and "Village BA" in Qiandongnan Prefecture, Guizhou Province have become popular throughout the year, becoming the top online celebrity tourist destinations in 2023, and also driving the rolling heat wave of sports events with the prefix "Village" in various countries and regions.
Guizhou Rongjiang "Village Super Audience Tourists in National Costumes Xinhua News Agency
The "Village BA" (village basketball game) in Taijiang County, southeast of Qiandong, quickly "got out of the circle" with amazing energy and unique charm. The "Village Super" (Hemei Rural Football Super League) held in Rongjiang County, southeast of Guizhou, has the highest attendance of more than 60,000 in a single game, more than 48 billion views on the whole network, and more than 13 billion Douyin video playbacks, setting a historical record in various data.
The huge online and offline traffic even among the 12 "2023 National Day Holiday Sports Tourism Boutique Routes" jointly released by the General Administration of Sports and the Ministry of Culture and Tourism, Guizhou Qiandongnan "Village BA" and "Village Super" sports tourism routes were selected.
Now go to the southeast of Guizhou, all the way to the journey can feel the most popular "village BA" and "village super" scene in Guizhou, immersed in the picturesque scenery and unique folk customs.
This article was originally published in the A11 edition of Yangcheng Evening News on December 28, 2023
Text: Reporter Li Cungen