During this New Year's Day holiday, the southern "little potato" went to Changbai Mountain, skied and wrapped in a big flower jacket, and ate frozen pears to take a big bath. Tourists from the north will learn from the "hot spring province", and "hot spring health New Year's Eve" has become one of the New Year's rituals for young consumers. Skiing and hot springs played the "song of ice and fire" in the travel industry during this New Year's holiday, reflecting the diversified consumption trend of the New Year's Day holiday.
At the end of the year, looking back at 2023, "entering Zizi to catch up with the bake", research fever, Mid-Autumn Festival and National Day holidays, the gradual opening of outbound travel, "City Walk", immersive space, and smart tourism...... The highlight moments of many tourism industries have converged into a synergy for the recovery of the tourism market. According to data from the China Tourism Academy, the number of domestic tourists will reach 5.407 billion in 2023, and domestic tourism revenue will reach 5.2 trillion yuan, recovering to 90% and 91% of 2019 levels respectively.
New Year's Eve to play new tricks
During the New Year's Day holiday, tourism is booming, and tourists have played a lot of new tricks. Diversified needs such as the north-south cross-border and the atmosphere of the New Year's Eve may become a new trend during the New Year's Day holiday.
The reporter learned from Tongcheng Travel that on the first day of the New Year's Day holiday, the number of ticket bookings for scenic spots on the Tongcheng Travel platform increased by 306% year-on-year, and the number of hotel bookings increased by 76% year-on-year. In terms of popular travel themes, the popularity of domestic ice and snow tourism increased by 194%, and the popularity of hot spring tourism increased by 178%. Data from Meituan and Dianping also show that as of December 27, the number of travel bookings (including accommodation, tickets, transportation, etc.) for the New Year's Day holiday increased by more than 500% year-on-year.
During the New Year's Day holiday, which is ignited by the ice and snow economy, the three northeastern provinces covered in silver have undoubtedly become the first choice for tourists. According to the data, since November, China Railway Harbin Bureau Group Co., Ltd. has sent a total of 10.09 million passengers, a year-on-year increase of 372%, and popular ice and snow tourism cities such as Harbin, Yabuli, Mohe, and Yichun have become the preferred destinations for tourists across the country. According to the data, in December, the single-day passenger volume of Yabuli West Station increased by 80% month-on-month, and the single-day passenger volume of Mohe Station increased by 145% month-on-month, both breaking through the historical peak. On the Qunar platform, the number of air ticket bookings to Mohe during the New Year's Day period increased by 70% compared with 2019, and the number of hotel bookings increased by 3 times.
On December 31, a ski resort in Changbai Mountain was full of tourists, photographed by Duan Fangyuan, a reporter from this newspaper
Tourists from afar have driven the consumption of hotels, scenic spots, restaurants and other multi-format local and non-local dual customer groups. Taking Chongli, Zhangjiakou as an example, since the beginning of winter, ski resort accommodation has become a sought-after resource. On Meituan and Dianping, the number of snow resort accommodation bookings on New Year's Day increased by 400% year-on-year, and Zhangjiakou City led the country in the number of ski resort accommodation bookings, among which the orders of southern consumers increased significantly. "Our New Year's Day rooms were fully booked a week or two in advance, and the tourists were all young people from the south, and about 60% of them were from Guangdong. The owner of a homestay in the Erlanghe Scenic Area of Heilongjiang told reporters.
At the same time, the diversified travel needs have also played a "song of ice and fire" in the tourism industry in the cold winter. In the Northeast, tourists from the South are further driving the consumption boom in local bathing centers. Meituan data shows that since December, the number of online orders for bathing centers across the country has increased by 249% year-on-year, and the number of orders in Shenyang, Beijing, Shanghai, Harbin and Suzhou ranks among the top five in the country. "The whole country takes a bath to see the Northeast, and the Northeast baths to see Shenyang. During the New Year's Day holiday, I plan to come to Shenyang with my friends to play, eat chicken racks, and take a big bath. Mr. Li from Shanghai said.
In the south, Guangdong, Jiangsu, Sichuan, Zhejiang, Fujian and other provinces also attract many young consumers to have a "hot spring health New Year's Eve" full of rituals. Tongcheng Travel data shows that during the New Year's Day, the search popularity of Tangshan Hot Spring in Nanjing increased by 297% month-on-month, and the search popularity of Conghua Hot Spring in Guangzhou increased by 246% month-on-month. Gao Xu, head of the marketing department of Zhongshan Hot Spring Hotel in Guangdong, told reporters that the hotel locked in potential consumer groups in advance through live broadcasts and group purchase packages, and all 300 rooms were full during the New Year's Day holiday.
As consumers increasingly pursue a sense of New Year's Eve consumption ritual, businesses around the world have launched various atmospheric New Year's Eve activities, and launched New Year's Eve group purchase packages on relevant platforms to attract tourists to check in. It is understood that at present, a number of scenic spots have launched "Chinese New Year's Eve tickets". In Zhengzhou, Henan, the Xingheli Tang Palace Night Banquet has launched a New Year's live broadcast in Meituan, launching preferential New Year's Eve tickets, and there are national style activities such as river lanterns, intangible cultural heritage dances, and shadow puppet shows on New Year's Day; Zhuhai Chimelong launched two fireworks shows on Chinese New Year's Eve and invited singers to sing to help, creating a full atmosphere of Chinese New Year's Eve.
Li Jiwei, vice president of Meituan Research Institute, said that with the upgrading of transportation, hotels, scenic spots and other industries, niche destination cities and diverse ways of playing continue to emerge, and citizens and tourists have more diversified consumption choices. Relying on the real evaluation of Dianping's online travel service products such as "Must Eat List" and "Must Stay List", it taps the potential of new local consumption, and at the same time connects the supply of "treasures" to help more consumers dig deep into new ways to play, and provide tourists with "authentic" new scenes of local life and consumption.
The tourism market will recover strongly in 2023
According to a report by the China Tourism Academy (Data Center of the Ministry of Culture and Tourism), affected by factors such as the innovative supply of the cultural and tourism system, the boost of confidence through tourism consumption policies, and the comprehensive protection of governments and departments at all levels, the tourism market will be prosperous, orderly, integrated and innovative in 2023, with outstanding indicators such as the number of trips and tourism consumption, with the number of domestic tourists reaching 5.407 billion and domestic tourism revenue reaching 5.2 trillion yuan, recovering to 90% and 91% of 2019 respectively.
Looking back at 2023, since the Spring Festival, the demand of the mainland tourism market has recovered rapidly. At the beginning of March, thousands of college students poured into Zibo to eat barbecue, and "entering Zibo to catch up with barbecue" rushed to the hot search, making Zibo once the top in the tourism industry.
During the Mid-Autumn Festival and National Day holidays, the Zibo Night Market was hot
In the middle of summer, the research fever has kept museums and historical monuments busy. "Tens of thousands of tickets are empty in 45 seconds", "all appointments are full in the next 7 days", "ground reception has been reduced to a ticket-grabbing machine", "pinching the appointment, but there is no second"...... During the summer vacation, museums in Beijing, Shanghai, Shaanxi, Sichuan, Jiangsu and other places remained hot, and museums such as the National Museum of China, the Military Museum of the Chinese People's Revolution, the Palace Museum, Yungang Grottoes, and the Mogao Grottoes in Dunhuang were "hard to find". The midsummer night economy has also helped many popular scenic spots to extend their business hours and open evening shows.
The eight-day holiday of the Mid-Autumn Festival and National Day has made the popularity of the tourism market in 2023 rush to a new high. According to the cultural and tourism market situation of the Mid-Autumn Festival and National Day holidays in 2023 released by the Ministry of Culture and Tourism, the number of domestic tourists traveling during the eight-day holiday was 826 million, an increase of 71.3% year-on-year on a comparable basis and an increase of 4.1% on a comparable basis compared with 2019, and the domestic tourism revenue reached 753.43 billion yuan, a year-on-year increase of 129.5% on a comparable basis and a 1.5% increase on a comparable basis compared with 2019. Many scenic spots have set a new record for the number of tourists received annually.
In addition, new business formats such as "City Walk", immersive spaces, and smart tourism will also spring up in 2023, driving a strong recovery of the tourism market.
Let's look at inbound tourism. From the pilot resumption of outbound group travel and "air ticket + hotel" business in 20 countries in February 2023 to the expansion of the number of outbound group tour countries to more than 100, and from the scope of countries to which the transit visa-free policy applies to 54 countries, China has increased its support for France, Germany, Italy, the Netherlands, Spain, In 2023, favorable policies for outbound travel will continue to be introduced, international flight capacity will be further recovered, and the three-year backlog of outbound tourism demand will be released to a certain extent.
Taking Zhongxin Tourism, a leading outbound tourism company, as an example, its relevant person in charge told reporters that the outbound travel market will recover strongly in 2023, and the sales of popular schedule products will increase. Especially as the Spring Festival approaches, with favorable policies, Sri Lankan product sales are hot, and Sri Lankan group tours departing during the Spring Festival are close to being sold out.
Cheng Chaogong, chief researcher of Tongcheng Research Institute, believes that since 2023, the continuous release of favorable outbound policies, along with the relevant measures to actively promote the optimization of entry policies, will have a positive demonstration effect in facilitating international personnel exchanges, and relevant countries and regions are also expected to introduce more visa facilitation policies for Chinese citizens in the future, so as to form a good situation of coordinated development of inbound and outbound tourism in the next stage.
The cultural tourism sector has benefited
In 2023, the recovery process of the domestic tourism market will be accelerated, and the upward trend will be significant, which will also promote the recovery of the performance of listed cultural and tourism companies.
Judging from the third quarter report of 2023, thanks to the substantial increase in tourists entering the scenic spot, which in turn drives other businesses such as cableways, sightseeing cars, and hotels related to the scenic spot, the operating performance of listed companies in well-known mountainous scenic spots is particularly eye-catching. The total revenue of Huangshan Tourism, Emeishan and Changbai Mountain is more than 300 million yuan, and the total revenue of Huangshan Tourism is more than 500 million yuan. In terms of revenue and net profit, Sante Cableway and Jiuhua Tourism have achieved significant growth compared with the same period in 2019.
Industry insiders believe that well-known mountain-type scenic spots are very attractive to tourists. In 2023, the inter-provincial long-term travel market will recover strongly, and the first-line scenic spots that are well-known throughout the country are the most popular destinations for tourists and hot spots for summer travel.
In addition, in the face of the increasing ice and snow tourism, many listed companies are also actively deploying.
On December 5, Zhongxin Travel said on the interactive platform that with the approach of the winter holiday and the continuous development of tourism resources in major destinations around the world, the number of inquiries and bookings for the company's tourism products has increased significantly. In response to the new demand of the current tourism market, the company has launched a variety of tourism products with rich content and various forms, among which the Nordic Aurora series, polar cruise series and other products are quite popular with tourists.
Northeast China is rich in ice and snow tourism resources, and relevant scenic spots are stepping up efforts to promote the implementation of ice and snow tourism projects. Taking Changbai Mountain as an example, it has the world's top powder snow resources, and the snow quality and snow volume are at the world's top level, and the snow period is as long as 6 months. Changbai Mountain recently said that ice and snow are the greatest potential resources for the development of tourism in Changbai Mountain. Relying on the resource advantages of "powder snow, forest sea, rime and hot springs", the company will expand from summer summer resort to the two peak seasons of "winter ice and snow + summer summer resort", promote the off-season in spring and autumn, and achieve a balance in the number of tourists.
With the strong recovery of the tourism market, the cross-border layout of the tourism sector has also become the choice of some listed companies.
RWE previously disclosed a draft of major asset restructuring (second revision). The company intends to replace 63.34% of the shares of Chengdu Cultural Tourism Development Co., Ltd. held by Chengdu Cultural Tourism Development Group with 100% equity of Hangzhou Fengtan and 100% equity of Nanjing Rheinda, and acquire 3.33% of the shares of Chengdu Cultural Tourism Development Co., Ltd. held by Chengdu Sports Industry in cash.
Rheinland Sports said that after the completion of this transaction, the company's main business will be changed to tourism, sports, real estate sales and leasing. The company will add tourism-related businesses such as ice and snow mountain tourism and sports, promote the integrated development strategy of "pan-culture, tourism and sports", and achieve business transformation.
O.R.G., a leading metal packaging company, has also expanded its business to the ice and snow industry. ORG's wholly-owned subsidiary, Aozhong Sports, has long been committed to the sustainable development of ice hockey in China. O.R.G. said that many of the company's products have penetrated into the market through sports events or sports products, and have had a positive effect in the market. As the "ice and snow fever" continues to heat up, ice and snow sports have gradually developed into a leisure and tourism industry, and ORG will continue to invest in ice and snow projects, connect ice and snow sports with its own products, boost consumption through sports, and introduce more and better products to the market.
Reviewer: Xiong Yonghong Editor: Ya Wenhui Producer: Li Ruoyu Signed: Sun Hong