Qingming small and long holiday tourism broke out in many places, "spicy hot" and "Wang Po said the matchmaker" drove the effect of 1:11

Reporter Li Li reports from Shanghai

The Qingming holiday that has just ended, the cultural tourism market ushered in a multi-point outbreak.

According to the data center of the Ministry of Culture and Tourism, 119 million domestic tourists traveled during the three-day Qingming Festival holiday, an increase of 11.5% over the same period in 2019, and domestic tourists spent 53.95 billion yuan, an increase of 12.7% over the same period in 2019.

According to data from the Ministry of Transport, during this year's Qingming holiday (April 4-6), the cross-regional flow of people in the whole society was 753 million, with a daily average of 251 million people, an average daily increase of 56.1% over the same period in 2023 and an average daily increase of 20.9% over the same period in 2019.

The reporter of "China Business Daily" combed through the data of a number of OTA platforms and found that the number of travelers and consumption increased year-on-year. So much so that netizens sighed, "The national scenic spots look like there are 100 million people."

According to Qunar's calculation data, "Malatang", "Wang Po Said Matchmaker" and "Hairpin Flower Tour" drove the tourism of Tianshui, Kaifeng and Quanzhou to explode, and the driving effect reached 1:11. Mangshi in Yunnan, Zhanjiang in Guangdong, Luoyang in Henan, and Datong in Shanxi increased by 70% year-on-year. Ctrip found that the "high-speed rail" has driven the "door-to-door" in the urban agglomeration, and Hangzhou-Shanghai, Beijing-Tianjin, Zhengzhou-Kaifeng, Chengdu-Chongqing, Jinan-Qingdao and other places are popular source and destination for each other.

Multi-point bursts

According to the "2024 Qingming Festival Holiday Travel Summary" released by Ctrip, many travelers choose to take advantage of the small and long holidays to relax and unwind, and during the holiday, domestic local travel and peripheral travel orders increased by 211% and 350% year-on-year, respectively, while the tradition of returning to the hometown to worship ancestors brought hot rural micro-tourism, and rural travel orders increased by 239% year-on-year.

Fliggy noted that in addition to the rapid recovery in the number of bookings for major domestic travel services, the quality of consumption continued to improve. According to the data, during this year's Qingming holiday, the per capita travel consumption on Fliggy showed double-digit growth year-on-year, and the number of bookings for hotels, car rentals, and medium- and long-term travel products increased significantly. Among them, the number of bookings for high-star hotels increased by 195% year-on-year.

During the Qingming holiday, the public's travel and tourism enthusiasm drove the consumer market in various places. According to Meituan data, the average daily consumption scale of the Qingming holiday increased by 39% year-on-year, and the consumption scale of Beijing, Shanghai, Shenzhen, Guangzhou, Chengdu and other cities ranked among the top in the country.

The reporter combed and found that the number of travelers and the scale of consumption during the Qingming holiday this year continued to grow, which is closely related to the situation that the domestic cultural tourism market is no longer unique and in full bloom. In addition to the traditional popular destinations for spring outings, the continued popularity of Internet celebrity cities and the continued emergence of niche destinations have supported the multi-point outbreak of this year's Qingming holiday.

According to the big data of Tongcheng Travel, Hangzhou, Suzhou and Nanjing are among the top 10 popular destinations during the Qingming holiday, and the popularity of outdoor mountaineering continues to rise, and famous Chinese mountains such as Mount Tai and Mount Huangshan have attracted the attention of young tourists.

During this year's Qingming Festival holiday, the temperature in most parts of the country is higher than that of the same period in normal years, and flower viewing is almost a must for holiday travel, and the ticket orders for flower-viewing scenic spots showed a year-on-year increase of 391%. Flower festivals in Luoyang Peony Festival, Nyingchi Peach Blossom Festival, Tianjin Begonia Flower Festival, Wuyuan Rape Flower Festival, Shijiazhuang Pear Blossom Festival, Nanjing Plum Blossom Festival, Yancheng Cherry Blossom Festival, Yili Apricot Blossom Festival and other places also make the destination more popular.

It is worth noting that in addition to the continuous popularity of Tianshui Malatang, Liuzhou snail noodles, Nanchang rice noodles and Zibo barbecue, which became popular last year, have picked up this year. On Fliggy's platform, the popularity of "Cityeat"-related travel, which includes special dining and local snacks during the holiday season, increased by more than four times compared to last year.

Qunar's data shows that air ticket bookings in characteristic "small airport" cities increased by 70% year-on-year. Third-tier and lower-tier cities with "small airports" ushered in explosive growth during the Qingming holiday.

On the Qunar platform, during the Qingming holiday, the number of advance bookings of air tickets to "small airport" cities such as Mangshi in Yunnan, Zhanjiang in Guangdong, Luoyang in Henan, Yanji in Jilin, Datong in Shanxi, Shangrao in Jiangxi, Zhongwei in Ningxia, Sanming in Fujian, Liupanshui in Guizhou, and Tianshui in Gansu increased by more than 70% year-on-year. In terms of price, two-thirds of urban hotels pay an average price of less than 300 yuan, and 500 yuan can stay in a high-end/luxury hotel.

In addition, high-speed rail has also promoted the "intercrossing" of urban agglomerations. Ctrip has found that travelers in Shanghai, Beijing, Chengdu, Hangzhou, Guangzhou and other places are most likely to travel to the surrounding areas during the holidays. Hangzhou-Shanghai, Beijing-Tianjin, Guangzhou-Shenzhen, Zhengzhou-Kaifeng, Chengdu-Chongqing, Jinan-Qingdao, Wuhan-Changsha and other places are popular tourist sources and destinations for each other's holidays, and it only takes 20 minutes to complete the "visit" in the urban agglomeration in 20 minutes at the earliest.

Taking Kaifeng as an example, the recent explosion of "Wang Po Blind Date" has made residents in surrounding cities want to explore it during the holidays, including Zhengzhou, which is 20 minutes away from the high-speed rail. Travelers from Zhengzhou stayed in Kaifeng with a 517% year-on-year increase in hotel bookings.

In the eyes of industry insiders, this year's Qingming holiday presents a "multi-point outbreak" situation, which is not only related to the pleasant spring climate, but also the diversification of travel themes.

The reporter noticed that the climate is pleasant during this year's Qingming holiday, and many young people will choose to experience Hanfu makeup while "visiting the ancient city" and "enjoying the flowers".

According to data from Meituan and Dianping, during the Qingming holiday, the search popularity of "Hanfu makeup" increased by 230% year-on-year, and the three cities of Xi'an, Luoyang and Suzhou were the most popular. The Qingming holiday coincides with the Peony Festival, and many local hotels provide Hanfu makeup services. According to Mr. Hu, the person in charge of Luojian Hanfu Movie Hotel, the hotel provided Hanfu for guests free of charge, and the holiday ushered in continuous full rooms. "There are four makeup artists in the shop, and they start work at 7:30 every morning. In Luoyang, Hanfu flower viewing is the standard, and it is hoped that through the combination of Hanfu and hotels, it will bring an immersive experience to tourists. ”

Diversified "horse racing" of cultural tourism

During this year's Qingming holiday, Tianshui, Kaifeng, and Quanzhou have become well-deserved top performers driven by the characteristic cultural tourism labels of "Malatang", "Wang Po Says Media" and "Hairpin Flower Tour".

On the Qunar platform, during this year's Qingming holiday, the number of hotel bookings in Tianshui, Kaifeng and Quanzhou increased by 12 times, 4.5 times and 3.3 times respectively year-on-year. Most of the tourists who go to Tianshui, Kaifeng and Quanzhou book 7 days in advance, and nearly eighty percent of the hotels have been sold out on the day of the Qingming Festival holiday, and only a few minutes are left.

It is worth mentioning that Gansu Tianshui, which is out of the circle because of spicy hot, has also driven the popularity of local popular attractions such as Maijishan Grottoes and Fuxi Temple.

According to the data of the Gansu Provincial Department of Culture and Tourism, during the three days of the Qingming holiday, Tianshui City (2 districts and 5 counties) received a total of 946,500 tourists and achieved a comprehensive tourism income of 540 million yuan, of which 289,000 tourists were received on April 6, achieving a comprehensive tourism income of 160 million yuan.

Qunar Big Data Research Institute estimates an account, the per capita consumption of a meal of Tianshui Malatang is 30 yuan, driving the consumption of local transportation and accommodation to 650 yuan; a ticket to Kaifeng Long Live Mountain and Great Song Dynasty Martial Arts City Scenic Area is only 80 yuan, driving local transportation and accommodation consumption of 850 yuan; and experiencing a Quanzhou hairpin flower only costs 40 yuan, driving local transportation and accommodation to 900 yuan.

"With the younger generation of the tourism market, tourists are diversifying their choice of destinations, pursuing unique and recognizable products or scenes, and are tired of the same ancient cities, check-in spots, and snacks. An old street, a vegetable market, and a unique food can all become the trigger for a city's 'explosion'. Xiao Peng, a researcher at Qunar Big Data Research Institute, said.

Cheng Chaogong, chief researcher of Tongcheng Research Institute, told the reporter of China Business Daily: "First of all, we must have a clear brand positioning, for the destination, we must combine the local resource advantages and overall planning, find out the brand positioning, and create the city image in a purposeful and planned way; ”

"For the local area, if you want to convert traffic into consumption, you need to be honest and service-oriented, impress tourists with sincerity and better service, and achieve a bumper harvest of word-of-mouth and economic benefits. Xiao Peng thinks.

(Editor: Wu Qing Proofreader: Yan Jingning)