Jay Chou's Concert Tianjin Hotel Bookings Increase 188 Times, "Exhibition+Tourism" Leveraging Destination Cultural and Tourism Market | Concert | Market
Since the beginning of this year, the performance market has rapidly recovered, and various forms of performances such as concerts, music festivals, and dramas have accelerated their entry into the stage. According to data from the China Performance Industry Association, in the first half of the year, there were 193300 commercial performances nationwide, a year-on-year increase of over 400%; The number of viewers reached 62.2366 million, a year-on-year increase of over 10 times. Remote viewing has become a new trend, and during this year's May Day holiday alone, the proportion of cross city ticket purchases for large-scale performance projects exceeded 50% of the total number of viewers.
"One ticket is hard to get" has become a common topic on the Internet. For audiences from other places, accommodation and transportation reservations at the performance destination are even more challenging. Faced with the growing demand for performances, destination cultural and tourism departments, performers, and online travel platforms are attempting to closely integrate cultural performances with tourism through the linkage of "commercial, cultural and tourism" resources, and bring audiences a one-stop "performance+travel" experience through innovative market-oriented practices.
Observing performances from different locations has become the next "blue ocean" in the cultural and tourism consumption market
On the evening of July 25th, several netizens on the Ctrip platform sighed after buying tickets and hotel packages for the September Jay Chou concert in Tianjin.
It is understood that the package product launched by Ctrip this time is a cultural and tourism product that combines concert tickets with hotel products in Tianjin during the performance period, creating a combination of affordable tickets and hotels to benefit the people. As of the time of publication, all the package products have been sold out. Among them, orders from remote users account for nearly 90%.
With the concert effect, the audience from other places will bring a considerable wave of cultural and tourism consumption as their destination. In the past ten days, the proportion of tourists from other places who book concerts on the Ctrip platform to Tianjin has reached 87%, an increase of 16 percentage points from last year, and their average order consumption per person has increased by 36% year-on-year.
"Watching performances in different places is the next blue ocean in the cultural and tourism consumption market." Ctrip Research Institute believes that the concert to be held in Tianjin is a breakthrough move taken by the local cultural and tourism department to seize the opportunity of "exhibition+tourism" business development, coordinate local cultural and tourism resources, and promote the integration of cultural performances and tourism consumption. It will play an important role in stimulating the cultural and tourism consumption potential of Tianjin and surrounding markets.
Hotel bookings in Tianjin increased 188 times during the concert period
"Exhibition+tourism" is becoming a major new driving force to stimulate destination cultural and tourism consumption. The emergence of one-stop package products can integrate watching performances into the tourism experience, enhance the position of cultural consumption in the tourism industry chain, and also increase the number of tourists from other destinations, extend their stay time, and further expand the influence of destination tourism.
According to data, since the first ticketing for Jay Chou's concert in Tianjin, Tianjin's popularity on the platform has increased by 438% year-on-year; During the concert, the overall tourism orders in Tianjin increased by 112 times year-on-year, with hotel bookings increasing by 188 times year-on-year.
Large scale performances have brought significant benefits to the cultural and tourism market of event destinations. But as a result, from the official announcement of the performance, tourism products in some destinations began to experience varying degrees of price increases, causing many music fans to exceed their travel budgets.
"The key point we repeatedly mentioned in our cooperation with the performers and related hotels this time is' affordability ', hoping to provide users with affordable tickets and hotels that are lower than the market premium. Currently, the prices of all participating hotels are lower than the regular selling prices of hotels on the same day." The relevant person in charge of Ctrip said. "Considering the user experience of watching the concert, all hotel products in the package include breakfast for two people. Hotels far from the concert venue also include shuttle services, which can further save fans' transportation costs."
In fact, this is not the first time Ctrip has launched a "performance ticket+hotel accommodation" package product practice. Since the beginning of this year, Ctrip has launched relevant packages on the eve of Zhang Shaohan's concert in Nanjing, Lin Junjie's concert in Hong Kong, and several music festivals. "Culture is an important support for the sustainable development of the tourism industry. Next, Ctrip will launch a global exhibition and performance section. In addition to celebrity performances, it will also explore more performance products with unique cultural characteristics, including traditional folk performances, local art exhibitions, concerts, theatrical performances, etc."
