12306 is "on standby when it is on sale", hotel prices are "rising tides", and scenic spot reservations are "hard to find"...... In the past half a month, people's enthusiasm for traveling during the "May Day" holiday has been revealed in these hot search topics early.
According to the relevant data of the online booking platform, in addition to traditional popular destinations such as Beijing, Shanghai, Chongqing, and Hangzhou, many tourism products in small and medium-sized cities have "exploded" during the "May Day" holiday, especially in counties with few people and beautiful scenery.
In the planning of many netizens, even if they travel these days, they must "sleep until they wake up naturally", "climb the mountain, look at the starry sky", and "play comfortably is the most important thing". Relaxation seems to have become the main tone of this year's "May Day" holiday.
What "treasure towns" do migrant workers fall in love with?
Rushing to the county tourism of "not crowded and expensive", and handing over the vacation to a "small place", the main thing is relaxation and cost performance.
According to the "2024 May Day" Tourism Trend Insight Report released by Ctrip, hotel bookings in the county market during the May Day holiday increased by 68% year-on-year, and scenic spot ticket orders increased by 151% year-on-year, which is higher than the national market. Among them, Pingtan in Fujian, Yangshuo in Guangxi, Anji in Zhejiang, Wuyuan in Jiangxi, and Chun'an in Zhejiang are popular county tourist destinations.
In recent years, with the improvement of infrastructure and tourism reception capacity, more and more tourist destinations in lower-tier markets have been welcomed. Anji, Zhejiang Province, is famous for its green waters and lush mountains, with a permanent population of less than 600,000, but more than 300 coffee shops, as well as various styles of homestays, camping bases, music festivals and other cultural activities. Fujian Pingtan will have a dreamy "blue tears" landscape from April to June every year, and many young people choose to "chase tears" before the "May Day" holiday.
Selling scenery and ecology, young people are very buying.
During the "May Day" holiday, young tourists became the main force
In May, the suitable temperature and graceful spring scenery make embracing the mountains, rivers, lakes and seas become the travel appeal of many young tourists.
For people with fast-paced lives, nature is a great place to heal. Guangxi, Guizhou, Zhejiang, Sichuan, Guangdong and other southern regions have become the "base camp" of outdoor people with their rich natural resources, and outdoor sports such as hiking, island diving, cycling, and camping have returned to the public eye.
"Where it is hot, go there", young tourists after 00 represented by college students have become a new force in the tourism market, from Zibo to Harbin, from Tianshui to Kaifeng, Internet celebrity tourism cities are indispensable for college students.
Ctrip data shows that during this year's "May Day" holiday, post-00s travel orders accounted for 31%, a year-on-year increase of 20%, and post-90s and post-80s travel orders accounted for 58%. College students, roommates, and travel partners travel together, taste food, check in and take pictures, and visit museums have become college students' favorite ways to travel.
The era of mass tourism has accelerated the development of "niche destinations".
"Reverse tourism" is nothing new, and it has long been gaining momentum. For many people, it is wise to avoid the crowds on a "crowded" holiday and choose a place to relax in peace.
According to statistics, during the "13th Five-Year Plan" period, the mainland traveled more than 4 times per capita per year, ushering in the era of mass tourism. When the frequency of people's travel is getting higher and higher, it is also an inevitable trend for travel demand to become diversified, personalized and differentiated. From traditional popular scenic spots to "niche destinations", "reverse travel" has the meaning of returning to the basics after a thousand sails. People are somewhat immune to the narrative of "acceleration", and the local characteristics of "niche destinations" carry people's nostalgic expectations - although they are embellished, they also meet people's emotional consumption needs and provide materials that fit the social tone.
For "niche destinations", it may take a bit of luck to welcome the "pouring wealth", but it seems that it is not difficult to catch some of the crowds, and the long-tail effect is also considerable. At present, the gradual improvement of infrastructure such as transportation and the accelerated sinking of tourism facilities such as hotels have made it difficult for cities of similar size to open up the gap in hardware, and the core of competitiveness has turned to software. The city's software not only includes a friendly consumption environment such as no shortage of catties and shortages, but also a rich selection of consumption scenarios and products, which can flexibly and effortlessly fill the flexible leisure time of tourists.
Instead of competing and involuting in absolute numbers, it is a good thing for those small cities to focus on the creativity and quality of tourism products, the humanization and meticulousness of services, which can make them temporarily unload their burdens and focus more on their strengths and weaknesses. In the survey, many places feel that "nothing" when talking about their own characteristics, which is not so much modesty, but "habitual forgetfulness" in this mountain, and often has the urge to "copy homework", which is also a sign of lack of self-confidence. How to "jump out" to re-understand the characteristics of local resources and activate the value that is "sleeping"? How to create tourism products that meet consumer demand and trends? How to gain sufficient recognition in the increasingly fierce competition of tourist destinations? A series of problems are facing the local government.
Branding doesn't happen overnight, and it's never too late to start. Not to mention, the mainland's tourism consumption still has huge potential, and the small and refined tourism products are not too many but too "thirst-quenching"; moreover, for a town or even a village, eating, drinking and playing can accommodate enough consumption scenes, connect as many consumption links as possible, stimulate more consumption potential, and thus help local economic development. Although the traffic logic has given birth to some special status quos, objectively speaking, it also provides opportunities for some places to overtake in corners and "get out of the circle". Therefore, local governments should be good at drawing governance resources from the open interaction of new media, and work with potential target consumers to jointly cultivate "niche destinations".
Source丨CCTV WeChat public account