Tickets for popular venues are hard to find, scenic spots are crowded, and tickets for performances and activities are opened in seconds...... Tourism consumption continues to be hot and has become a hot spot of social concern.
General Secretary Xi Jinping pointed out: "Tourism is a comprehensive industry and an important driving force for economic development. "Since the 18th National Congress of the Communist Party of China, with the rapid development of the economy and society and the all-round improvement of people's lives, the tourism consumption of the mainland people has increased rapidly, and the scale of tourism has continued to expand, which has effectively driven the development of related industries such as culture and entertainment, accommodation and catering, transportation, and commodity retail. Tourism has become an important force in expanding domestic demand, promoting consumption and stimulating economic growth. Especially since 2023, taking advantage of the successive introduction of favorable policies and measures and the hot east wind of the "holiday economy", mainland tourism consumption has ushered in a new window period.
Policies to promote consumption are sufficient
During the May Day holiday just past, netizens described various scenic spots as "100 million people everywhere". According to the data of the Ministry of Culture and Tourism, during the five-day holiday, the total number of domestic tourism trips nationwide was 295 million, a year-on-year increase of 7.6%, and an increase of 28.2% compared with the same period in 2019 on a comparable basis; The total travel expenditure of domestic tourists was 166.89 billion yuan, a year-on-year increase of 12.7%, and an increase of 13.5% on a comparable basis compared with the same period in 2019.
The boom in the tourism market proves that a series of policies to promote tourism consumption have been effectively implemented, and the effect continues to appear.
In 2023, a series of important policy measures have been introduced: on April 28, the Political Bureau of the Central Committee of the Communist Party of China emphasized that it is necessary to improve the consumption environment and promote the consumption of services such as cultural tourism; On July 24, the Political Bureau of the Central Committee of the Communist Party of China proposed to promote the consumption of services such as sports and leisure, cultural tourism, etc.; On July 25, the leading comrades of the State Council presided over a symposium on promoting the high-quality development of the tourism industry to further make arrangements for accelerating the recovery and development of the tourism industry; On September 27, the General Office of the State Council officially issued the "Several Measures on Unleashing the Potential of Tourism Consumption to Promote the High-quality Development of the Tourism Industry", proposing 30 work measures to promote the high-quality development of the tourism industry; On October 13, the Ministry of Culture and Tourism issued the "Notice on Implementing Several Measures to Release the Potential of Tourism Consumption and Promote the High-quality Development of Tourism", requiring the cultural and tourism system to be thoroughly implemented and the "last mile" of policy implementation.
The culture and tourism sector is also actively seeking the support of financial institutions to promote the high-quality development of the tourism industry. On April 2 this year, the Ministry of Culture and Tourism and the Industrial and Commercial Bank of China signed the "Strategic Cooperation Agreement on Financial Support for the Expansion of Domestic Demand and Steady Growth in the Field of Culture and Tourism", and the Industrial and Commercial Bank of China will provide no less than 300 billion yuan of intended financing support.
At the same time, various localities have also introduced effective supporting policies and pragmatic measures according to local conditions. He Xiaozu, Deputy Minister of the Propaganda Department of the Gansu Provincial Party Committee, Secretary of the Party Leadership Group and Director of the Provincial Department of Culture and Tourism, said that in recent years, Gansu has introduced a series of policies and measures to release the potential of tourism consumption and financial support for the development of cultural tourism, and the results have been remarkable. In the next step, Gansu will continue to explore and innovate, make up for shortcomings, create bright spots, and seek layout and make a fuss in building, strengthening, supplementing, and extending the chain. We will launch a series of activities to promote cultural and tourism consumption in the province, do a good job in the creation of national cultural and tourism consumption demonstration cities, and cultivate new consumption hotspots.
New scene tourism consumption fire
Go to Harbin, Heilongjiang to feel the charming charm of the ice and snow world, follow the TV series "Flowers" in Shanghai Citywalk, go to Rongjiang, Guizhou to watch a "village super", go to Zibo, Shandong and Tianshui, Gansu to taste a barbecue, a bowl of spicy hot "poetry and distance", and go to Quanzhou, Fujian to experience the intangible cultural heritage folk "hairpin flower circle...... The frequent tourism buzzwords in the circle highlight the prosperity of the mass tourism market, and also reflect the continuous "new" tourism consumption scene.
The "boom" in demand is due to the "newness" of supply. On April 23 this year, the 2024 National Cultural and Tourism Consumption Promotion Campaign hosted by the Ministry of Culture and Tourism was launched in Zhuhai, Guangdong. With the theme of "Cultural Tourism Benefiting the People and Sharing a Better Life", the event organized a series of consumption promotion activities with rich content and various forms throughout the year around traditional festivals such as May Day and National Day, statutory holidays and summer tourism seasons.
Various localities have also launched a series of activities to promote consumption. For example, Zhejiang will hold the 2024 provincial "May Day" cultural tourism consumption week of "Poetry and Painting Jiangnan and travel to Zhejiang", Anhui will hold the "Spring Tour Jianghuai Enjoy May Day" cultural tourism consumption week, and Chongqing will carry out the "Chongqing 360 Bowl" tourism and food consumption week activities.
Digital technology has played an important role in cultivating new business formats and stimulating tourism consumption. Immersive performing arts such as "Only Henan Drama Fantasy City" are highly active, new digital consumption scenarios are emerging, and experience projects such as cyber fireworks and immersive night tours are very popular.
Located in Linyi, Shandong Province, the water rhyme Langya tourist area has made a "waterfront linkage" article, integrating cruises, performing arts, national tide, food, music, and high-tech means to create a fashionable night consumption gathering area. "All kinds of cruise performances on the water, light shows blow up the circle of friends. In the national tide block on the shore, the fashion trend activities are one after another. Wang Xiangxi, a tourist from Jiangsu, said.
Camping has also become a popular leisure method at present. From outdoor green spaces, park terraces to various campsites, colorful tents form a beautiful landscape, which has heated up the market for camping equipment and outdoor products. Zhang Junqiang, production manager of Qingdao Wanhui Group Co., Ltd., said: "In recent years, in order to better meet the needs of consumers, the company has developed a variety of outdoor leisure furniture, which is welcomed by consumers, and the output has increased year by year. ”
The momentum of high-quality development is good
In line with the people's growing needs for a better life and the new trend of tourism consumption upgrading, the tourism industry continues to cultivate new consumption hotspots, inject lasting impetus into high-quality development, and promote the continuous recovery of the economy.
During the May Day holiday, Fujian launched a series of preferential policies to effectively help holiday tourism consumption to "flourish", and the growth rate of tourist spending was 6.6 percentage points higher than the growth rate of the number of people, and the province showed a more obvious trend of benefit-oriented development.
Su Qingci, member of the party group and deputy director of the Fujian Provincial Department of Culture and Tourism, said that in the next step, it will continue to carry out the theme year activities of "Culture and Tourism Connecting Ten Thousand Families and Blessings through Fujian", and make concerted efforts at both ends of supply and demand, and launch a series of activities such as super "Fu" discounts, super "Fu" luck, and super "Fu" discounts, so as to further enhance popularity and release the potential of tourism consumption.
From May 1, all A-level scenic spots in Turpan, Xinjiang will implement the policy of real-name ticket purchase for the first time and free admission for life. Yang Yong, deputy secretary of the party group and deputy director of the Turpan Municipal Bureau of Culture, Sports and Tourism, said that this was a "bold decision" made after in-depth research and extensive consultation, mainly to improve the re-visit rate of self-driving tourists in Xinjiang through ticket discounts, and to drive the development and economic growth of related industries such as hotels, restaurants and shopping around the city.
Not only have the popularity of traditional tourist destinations soared, but many small and medium-sized cities that are "not crowded and expensive" have also attracted a large number of tourists with their special cuisine and unique tourism resources.
"In 2024, Zibo will make use of its previous rare reputation to carry out the 'Zibo Cultural Tourism Industry Development Year' in depth, create more iconic cultural tourism projects, more impactful marketing activities, and more attractive cultural tourism formats, cultivate new quality productivity in the field of Zibo cultural tourism, and do a solid job in the 'second half of the article' of barbecue." Song Aixiang, director of the Zibo Municipal Bureau of Culture and Tourism, said.
"The prosperity and development of mass tourism has given birth to industrial integration and innovation, and industrial integration has further stimulated the consumption potential of mass tourism." Xi Jianchao, a researcher at the Institute of Geographic Sciences and Natural Resources Research of the Chinese Academy of Sciences, said that "tourism +" and "+ tourism" can extend the tourism industry chain, enrich the product supply system, help promote the structural reform of the supply side of the tourism industry, and achieve high-quality development of the tourism industry. (Author: China Tourism News reporter Fan Chaohui, Li Jinzhi, correspondent Gao Wenwen; Editor: Yang Shuo)