Exclusive big data analysis: the Spring Festival tourism market hit a record high

No. 4145 Sanchuanhui Cultural Industry

A few days ago, the 8-day "extended version" Spring Festival holiday of the Year of the Dragon officially came to an end, and the domestic cultural tourism market continued to maintain a strong momentum of development, which not only fully demonstrated the resilience and vitality of China's cultural tourism economy, but also laid a solid foundation for the development of the cultural tourism industry throughout the year. According to the statistics of local cultural and tourism departments, the number of tourists and tourism revenue received during the Spring Festival holiday in many provinces and cities have hit a record high.

Author | Brother Xiaojun (Author of Sanchuanhui Cultural Industry, Researcher of Sanchuanhui Cultural Tourism and Sports Research Institute)

Editor | time

Edit | time

来源 | 三川汇文化产业（ID：schwhcy）

The Spring Festival, as the most solemn traditional festival of the Chinese nation, is not only a symbol of family reunion, festivity and harmony, but also the best window to observe the trend of domestic cultural tourism consumption. With the successful conclusion of the 8-day Spring Festival holiday in 2024, the domestic tourism market has shown amazing consumption potential, which is not only a wave of tourism boom, but also a vivid embodiment of the resilience and vitality of China's cultural tourism economy.

According to the data center of the Ministry of Culture and Tourism, there were 474 million domestic tourists traveling during the eight-day Spring Festival holiday, an increase of 34.3% year-on-year, an increase of 19.0% over the same period in 2019, and the total travel expenditure of domestic tourists was 632.687 billion yuan, an increase of 47.3% year-on-year, and an increase of 7.7% over the same period in 2019.

At the same time, according to data released by local tourism bureaus, many provinces and cities received record numbers of tourists and tourism revenue during the Spring Festival holiday. This achievement not only reflects people's yearning and pursuit of a better life, but also shows the strong recovery and sustainable development of China's tourism industry.

1. The 18 places received tourists far more than the same period in 2019

According to Fliggy's 2024 Spring Festival Holiday Travel Express, the number of domestic travel bookings during the Spring Festival has significantly exceeded that of the same period in 2019, with medium- and long-haul travel tripling increasing by more than three times year-on-year, and the average travel date of independent travel increasing by 30% compared to last year.

Sanchuanhui Cultural Industry (ID: schwhcy) took stock of the data released by some provinces and cities and found that the number of tourists receiving tourists during the Spring Festival holiday in 2024 is temporarily leading 10 provinces, including Guangdong, Jiangsu, Yunnan, Henan, Anhui, Sichuan, Hunan, Fujian, Inner Mongolia and Zhejiang, and the number of tourists in these provinces has exceeded 30 million, showing a strong attraction.

Among them, Guangdong Province received the largest number of tourists, reaching 76.069 million, far exceeding other provinces and temporarily ranking first in the country. Jiangsu Province and Yunnan Province also received very close tourist arrivals, reaching 55,481,800 and 55,329,800 respectively, temporarily ranking second and third. In addition, Henan Province and Anhui Province performed equally well, with 50.216 million and 46.158 million passengers respectively, temporarily ranking in the top five.

Judging from the year-on-year data on the number of tourists received, the Inner Mongolia Autonomous Region has the highest year-on-year growth rate in 2023, reaching a staggering 476.0%, almost quadrupled. This was followed by Chongqing and Tianjin, with year-on-year growth of 104.3% and 95.1% respectively. In addition, the year-on-year growth rates of Guangdong Province and Ningxia Autonomous Region in 2023 are also very significant, with 68.4% and 62.88% respectively.

Compared with the comparable growth rate in the same period in 2019, the growth rate of the Inner Mongolia Autonomous Region is also the highest, reaching an astonishing 411.0%, showing a strong growth trend. It was followed by Tianjin and Xinjiang, with growth rates of 166.71% and 139.65% respectively. Yunnan Province and Henan Province also performed very well compared with the same period in 2019, reaching 59.73% and 56.3% respectively. Other provinces and cities also achieved double-digit growth compared to the same period in 2019.

Second, the tourism revenue of 16 places hit a record high

According to incomplete statistics from Sanchuanhui Cultural Industry (ID: schwhcy), as of February 18, 16 provinces and cities have released tourism revenue indicators for the Spring Festival holiday in 2024. Relevant data show that during the 8-day super long holiday of the Spring Festival, cultural tourism consumption in many places is "hot and hot", and tourism revenue has hit a record high in recent years. According to the comprehensive tourism income from high to low, Guangdong, Hunan, Yunnan, Jiangsu, Zhejiang, Anhui, Henan, Beijing, Fujian and Inner Mongolia and other 10 provinces and cities are particularly prominent, temporarily ranking in the top ten in the country.

Among them, Guangdong Province has the highest tourism income, reaching 69.36 billion yuan, followed by Hunan Province and Yunnan Province, with 65.161 billion yuan and 63.740 billion yuan respectively, and the tourism income of these three provinces alone accounts for nearly 30 percent of the total national holiday tourism income (632.687 billion yuan)! Jiangsu Province and Zhejiang Province also have relatively high tourism income, 44.124 billion yuan and 43.76 billion yuan respectively. Anhui Province, Henan Province, Beijing Municipality, Fujian Province and Inner Mongolia Autonomous Region also achieved tourism revenue of more than 20 billion yuan, and the performance was also quite eye-catching.

In terms of the year-on-year growth rate of tourism revenue, the Inner Mongolia Autonomous Region has the highest growth rate, reaching an astonishing 663%, an increase of 7.6 times compared with 2023, creating the best level in history. It was followed by Tianjin and Guangdong Province, with year-on-year growth rates of 181.9% and 160.8% respectively, also showing a rapid growth rate. At the same time, Ningxia and Xinjiang also reached 149.65% and 85.85% respectively. In addition, Anhui, Jilin, Hunan, Fujian, Henan, Yunnan, Jiangsu, Zhejiang, Beijing and other provinces and cities all had year-on-year growth rates between 36% and 77.6%.

Compared with the comparable analysis of the same period in 2019, the tourism revenue of some provinces and cities during the Spring Festival holiday in 2024 will increase compared with the same period in 2019. Among them, the province with the highest growth rate is still Inner Mongolia, whose tourism revenue increased by 546% compared to the same period in 2019, exceeding the pre-pandemic level by 6.5 times. It was followed by Shanghai and Tianjin, with an increase of 188.85% and 162.88% respectively over 2019. In addition, the growth rates of Xinjiang and Ningxia also exceeded the same period in 2019 by 100%, with 104.23% and 101.0%, respectively.

epilogue

To sum up, the number of tourists and income in some provinces and cities during the Spring Festival holiday in 2024 will increase to varying degrees compared with the same period in 2019, especially in Inner Mongolia, Shanghai and Tianjin, while Guangdong, Jiangsu and Zhejiang provinces have maintained a relatively stable growth trend. These data not only show the development potential and vitality of holiday tourism, but also provide market guidance for the continuous promotion of high-quality development of tourism.

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.6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]),body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: rgba(255, 255, 255, .3);--weui-FG-3: rgba(255, 255, 255, .1);--weui-FG-4: rgba(255, 255, 255, .15);--weui-FG-5: rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .. 6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) .wx-root:not([data-weui-theme=light]), body:not(.pages_skin_pc) body:not([data-weui-theme=light]){--appmsgExtra-BG: #121212}}@media(prefers-color-scheme:dark){body:not([data-weui-theme=light]).my_comment_empty_data{background-color:#111}}body,.wx-root{--weui-BG-6: rgba(0, 0, 0, .05);--weui-ACTIVE-MASK: rgba(0, 0, 0, .05)}body,.wx-root{--weui-REDORANGE: #ff6146;--weui-BG-0: #ededed;--weui-BG-1: #f7f7f7;--weui-BG-2: #fff;--weui-BG-3: #f7f7f7;--weui-BG-4: #4c4c4c;--weui-BG-5: #fff;--weui-FG-0: rgba(0, 0, 0, .9);--weui-FG-HALF: rgba(0, 0, 0, .9);--weui-FG-1: rgba(0, 0, 0, .55);--weui-FG-2: rgba(0, 0, 0, .3);--weui-FG-3: rgba(0, 0, 0, .1);--weui-FG-4: rgba(0, 0, 0, .15);--weui-FG-5: rgba(0, 0, 0, .05);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #fa9d3b;--weui-YELLOW: #ffc300;--weui-GREEN: #91d300;--weui-LIGHTGREEN: #95ec69;--weui-FIRE: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: 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#1485ee;--weui-PURPLE: #6467f0;--weui-WHITE: #fff;--weui-LINK: #576b95;--weui-TEXTGREEN: #06ae56;--weui-FG: #000;--weui-BG: #fff;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, .1);-- weui-TAG-TEXT-ORANGE: #fa9d3b;--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: #06ae56;--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: #10aeff;--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(0, 0, 0, .5);--weui-TAG-BACKGROUND-BLACK: rgba(0, 0, 0, .05)}.wx-root,body{--weui-BTN-ACTIVE-MASK: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BTN-DEFAULT-ACTIVE-BG: #e6e6e6}.wx-root,body{-- weui-DIALOG-LINE-COLOR: rgba(0, 0, 0, .1)}.wx-root,body{--weui-BG-COLOR-ACTIVE: #ececec}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BTN-ACTIVE-MASK: rgba(255, 255, 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157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6); --weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .) 1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--discussInput-BG: rgba(255, 255, 255, .03)}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]), body:not([data-weui-theme=light]){--nickName-FG: #959595}}@media(prefers-color-scheme:dark){.wx-root:not([data-weui-theme=light]),body:not([data-weui-theme=light]){--weui-BG-0: #111;--weui-BG-1: #1e1e1e;--weui-BG-2: #191919;--weui-BG-3: #202020;--weui-BG-4: #404040;--weui-BG-5: #2c2c2c;--weui-FG-0: rgba(255, 255, 255, .8);--weui-FG-HALF: rgba(255, 255, 255, .6);--weui-FG-1: rgba(255, 255, 255, .5);--weui-FG-2: 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