Text | Milestones
01 Scenic market dynamics
1. Policy inventory: Regions have issued high-value consumption voucher policies during the Spring Festival
In February, the Anhui Provincial Government issued the "Several Policy Measures on Consolidating and Enhancing the Positive Trend of Economic Recovery" at a press conference, which involved a number of plans to build a strong tourism province - the construction of Huangshan tourist destinations, the integration of performing arts products, and the construction of key villages and homestays for rural tourism. In addition, the four provinces of Jiangsu, Zhejiang, Hubei and Ningxia Hui Autonomous Region also issued cultural and tourism consumption vouchers during the Spring Festival, with the amounts of 60,000, 58 million yuan, more than 40 million yuan and 50 million yuan respectively. It can be seen that each region aims to activate the cultural tourism consumption market and boost the recovery and growth of the cultural tourism industry through the efficient combination of cultural tourism consumption policies and the Spring Festival market mechanism.
2. Operation overview: In February, a total of 6 scenic spots were signed/started/opened
According to incomplete statistics from the Milestone Research Institute, a total of 6 scenic spots were signed/started/opened in February - 2 were signed, 3 were started, and 1 was opened, of which the park project was signed (Yancheng Longgang Taohuayuan Happy World Project) and opened (Linhai Bear Infested Happy Harbor) were all involved, in addition, rural revitalization projects have gradually begun to extend in the scenic spot.
02 Top 100 list
The following is the "Top 100 List of 5A-level Scenic Spot Brand Communication (MBI) in February 2024" exclusively released by Milestone Research Institute. In February, the Palace Museum, Summer Palace, Xi'an Big Wild Goose Pagoda and Tang Furong Garden Scenic Area in Shaanxi, Pingyao Ancient City Scenic Area in Jinzhong City, Taishan Scenic Area in Tai'an City, Huangshan Scenic Area in Huangshan City, Taierzhuang Ancient City Scenic Area in Zaozhuang City, Emeishan Scenic Area in Leshan City, Badaling-Mutianyu Great Wall Tourist Area in Beijing, and Potala Palace Scenic Area in Lhasa ranked among the top 10 on the list.
There are a total of 17 scenic spots on the new list: Wudang Mountain Scenic Area in Shiyan City, Hubei Province, Tianjin Ancient Culture Street Tourist Area (Jinmen Hometown), Zhongshan Scenic Area - Zhongshan Cemetery Scenic Area in Nanjing City, Anren Ancient Town Scenic Area in Chengdu City, Sichuan Province, Qingzhou Ancient City Tourist Area in Weifang City, Shandong Province, Sanhe Ancient Town Scenic Area in Hefei City, Guangfu Ancient City Scenic Area in Handan City, Hebei Province, Tianzhu Mountain Scenic Area in Anqing City, Anhui Province, Qingdao Olympic Sailing Marine Cultural Tourism Zone, Jinggangshan Scenic Area in Ji'an City, Yinxu Scenic Area in Anyang, Henan Province, Yunhe Terraced Scenic Area in Lishui City, Zhejiang Province, Xisha Pearl Lake Scenic Area in Chongming District, Shanghai, Yimeng Mountain Tourist Area in Shandong Province, Taihao Fuxiling Cultural Tourism Zone in Zhoukou City, Henan Province, Changlu Tourism Expo Park in Foshan, Kunming Expo Park Scenic Area in Kunming City, Yunnan Province.
According to the monitoring of Milestone Research Institute, the average brand index of all 5A-level scenic spots in February was 238.1, up 0.40% month-on-month and down 3.59% year-on-year, and the average MBI brand index of the top 100 5A-level scenic spots was 374.23, up 4.71% month-on-month and 0.35% year-on-year. From the perspective of development trends, the overall industry market has gradually recovered, especially for the TOP100 scenic spots, the month-on-month growth value is about 10 times the month-on-month growth value of all scenic spots.
03 Distribution and subdivision of scenic spots
1.5A-level scenic spot brand type distribution
Type data analysis: 1. The number of the top 100 natural scenic spots declined rapidly, down 17.07% month-on-month, which is mainly closely related to climatic factors, and the overall temperature of the country is relatively low in early spring, so tourists' demand for natural landscapes is relatively weak. However, Milestone Research Institute predicts that in the later period, as the earth warms up, everything recovers, and flowers bloom, the number of tourists to such attractions will also show an obvious positive growth. 2. With the advent of the Spring Festival holiday, the average index of various types of brands has shown a certain degree of increase, especially the rural pastoral landscape is very popular with the public, which is mainly due to its unique charm and the characteristics of the festival atmosphere, such as it can provide a quiet environment away from the hustle and bustle of the city, so that tourists can relax and enjoy the feedback of nature during the busy Spring Festival holiday; Farmhouse New Year Flavor Experience), so that tourists can feel the strong festival atmosphere while playing, and the family tour mode that meets the needs of mass tourists can narrow the distance between them and their families during the tour.
The increase in the number of brands: cultural landscape (+3), modern entertainment (+2), rural pastoral (+1), comprehensive attraction (+1), natural landscape (-7).
The average increase of brand index was as follows: rural pastoral category (13.30%), comprehensive attraction category (7.13%), natural landscape category (5.42%), modern entertainment category (5.25%), and cultural landscape category (3.38%).
According to the brand index of subdivided types, the top 10 are: cultural performing arts scenic spots, village scenic spots, historical site scenic spots, cultural venues scenic spots, theme park scenic spots, characteristic block scenic spots, mountain scenic spots, seaside scenic spots, lake scenic spots, and cultural park scenic spots.
1) Distribution of 5A-level scenic spots
2) 5 types of subdivision list of 5A-level scenic spots
Regional distribution of 2.5A-level scenic spot brands
Regional data analysis: 1. The amount of the top 100 in East China and Southwest China this month showed a reverse development trend, which indicates that the tourism consumption trend in February is mainly concentrated in urbanization or high-development areas, which may be due to the fact that the scenic spots in the urbanized areas can provide rich cultural activities and festival atmosphere during the Spring Festival, and the supporting transportation and facilities are perfect, which can meet the tourism needs of mass tourists. At the same time, the seasonality of "marginalized" attractions is strong, and many attractions cannot meet the travel needs of mass tourists in the current season, which further enhances the tourist density of urbanized attractions. 2. In terms of the average value of the index, the Northeast region ranked the top two in terms of growth with the advantage of ice and snow, and the other regions all increased to varying degrees except for the Northwest, which indicates that all regions are very concerned about the brand extension of scenic spots brought about by the Spring Festival holiday.
The increase in the number of brands: East China (+7), North China (+1), Northeast China (-1), South China (-1), Central China (-1), Northwest (-1), Southwest (-4).
The average increase in the brand index was as follows: South China (16.71%), Northeast China (11.92%), North China (6.44%), Southwest China (6.39%), Central China (4.48%), East China (1.73%), Northwest China (-3.40%).
According to the provincial brand index, the top 10 are: Beijing, Shanxi Province, Jilin Province, Tibet Autonomous Region, Shaanxi Province, Fujian Province, Zhejiang Province, Sichuan Province, Guangxi Zhuang Autonomous Region, and Shandong Province.
1) 7 regional distribution of 5A-level scenic spots
2) 7 regional subdivision lists of 5A-level scenic spots
04 Brand Index Analysis
Four-dimensional index analysis: The search index grew rapidly this month, among which the Taishan Scenic Area in Tai'an City ranked first, with a month-on-month increase of 54,500%, and the index was about twice that of the Palace Museum. This shows that the attention of Taishan Scenic Area in the tourism market in February is far ahead. At the same time, the media index also showed a certain degree of improvement, which is related to the peak season market, but the overall remains relatively stable.
Four-dimensional index data: the overall and TOP100 search indices were 0.76 and 2.35, up 90% and 100.85% month-on-month, the overall and TOP100 media indices were 72.40 and 190.78, respectively, up 29.75% and 21.25% month-on-month, and the overall and TOP100 review indices were 151.29 and 159.81, respectively, down 9.14% and 8.52% month-on-month. The overall and TOP100 operating indices were 13.64 and 21.28, respectively, down 5.67% and 11.96% month-on-month.