These three major changes deserve attention. Will county tourism continue to be popular? This year’s May Day trip

Release time:May 05, 2024 16:31 PM

The lively May Day holiday comes to an end today. During the five-day holiday, many scenic spots across the country were once again crowded with people. In some cities, it felt like "100 million people" had arrived, and people's enthusiasm for travel continued unabated.

Compared with last year's "May Day" travel demand explosion, people's travel this year has shown three significant changes: more cost-effectiveness, emphasis on personalization, and enjoyment of relaxation. This tendency is reflected in the aggregate data of multiple tourism platforms, showing that county tourism is popular, niche destinations are popular, and slow-paced travel methods are favored.

During this year’s May Day holiday, the regional preferences of China’s tourism consumption market changed. On the one hand, traditional popular tourist cities such as Beijing, Shanghai, Chongqing, Chengdu, Xi'an, etc. continue to be favored by tourists, and hotel bookings remain high; on the other hand, bookings for hotels and scenic spots in small and below third-tier cities in the northeast and western regions have increased by more than 10% year-on-year. 100%, demonstrating the growing interest among tourists in non-traditional travel destinations.

Data from platforms such as Ctrip, Tongcheng, Tuniu, Mafengwo, etc. all show that during the May Day holiday, traditional popular cities such as Beijing, Shanghai, Chengdu, Chongqing, Hangzhou, Xi'an, Changsha, and Suzhou have strong tourism reception capabilities and cultural tourism. The rich consumption scenes attract many tourists. On the other hand, young tourists are beginning to explore more non-traditional destinations, and county tourism has become a new tourism trend. The spread of social media also makes it easier for people to understand the tourism resources and cultural characteristics of small cities.

Among the popular “May Day” domestic destinations on the Tongcheng platform, the popularity of hotel bookings in cities such as Huangshan, Aba, Yanbian, Tonghua, Benxi, Luoyang, Yili, Jincheng, Linzhi, and Weihai has grown the fastest; on the Tuniu platform, Anji, Yixing , Wuyuan, Chun'an, Liyang, Deqing, Ningguo, Shengzhou, Jiashan, Pingtan, Wenling and other counties have experienced significant growth in tourism popularity.

The trend of tourism sinking is more obvious, which is reflected in the year-on-year growth rate of tourism orders. First- and second-tier cities are smaller than third- and fourth-tier cities, and third- and fourth-tier cities are smaller than county markets. Ctrip data shows that Yangzhou, Luoyang, Qinhuangdao, Weihai, Guilin, Kaifeng, Zibo, Huangshan, Tai'an, Shangrao, etc. are popular third- and fourth-tier destinations, with an average increase in travel orders of 11%. Anji, Tonglu, Dujiangyan, Yangshuo, Maitreya, Yiwu, Wuyuan, Jinghong, Kunshan and Pingtan are popular county tourist destinations, with an average increase in travel orders of 36%.

Judging from the reasons, the base of the sinking market is low and there is greater room for growth. Compared with the high accommodation and catering costs during holidays in first- and second-tier cities, lower-tier markets are also more cost-effective. During the May Day holiday, the average hotel room night price in county markets was only half of the average price in first- and second-tier popular cities.

Behind the sinking of the tourism market is the diversification of tourist sources and destinations in China's tourism market, as well as structural changes on the supply side and demand side of the tourism market. Personalization and emotional value have become important considerations when people choose the direction of leisure vacation.

Looking at the demand for travel during this year’s May Day holiday, it is clear that consumers avoid following the herd, and the trend of traveling from first- and second-tier central cities to third- and fourth-tier cities and even county towns is highlighted. From the supply side, the improvement of high-speed rail transportation infrastructure has improved the direct connectivity between third- and fourth-tier and county markets and central cities, and the tourism supply in lower-tier markets is also constantly improving. According to incomplete statistics, since December 2023, a total of 127 4A-level scenic spots have been added in 10 provincial-level administrative regions, 65% of which are located in counties and county-level cities.

In terms of vacation style, people are no longer limited to visiting famous mountains and rivers and well-known cultural and museum attractions. Whether you go on vacation in a small county town, get close to nature, dance at a music festival to release your body and mind, take photos in front of antique buildings, or go on a green trip to get close to nature such as camping in the park, outdoor hiking, greenway cycling, self-driving in the wilderness, etc. , are all popular choices for young people on vacation during this year’s May Day holiday.

Data shows that searches related to "May Day" holiday concerts, music festivals and other related searches increased by 23% year-on-year. Music festivals in Changzhou, Hefei, Beijing, Yantai and other places have received extremely high attention, driving the growth of local hotel accommodation, transportation and catering. Some cities have launched street concerts, such as Tianjin's "Bridgeside Music Concert" and Lanzhou's "Yellow River Cantata", allowing citizens and tourists to enjoy music on the streets, bringing a different kind of enjoyment.

For young people who pursue individuality and enjoy the emotional value of travel, they can go to Tianshui, Gansu for a spicy hotpot, they can go to a small town they have never heard of before for a concert, or they can go to a music show they want to see. The show flew to New York, USA.

After more than a year of rebounding tourism consumption, the number of tourists choosing to recuperate and vacation has gradually increased. During this May Day holiday, many people chose more relaxing vacation methods such as "laying down" in hotels and visiting non-scenic spots.

On the second day of the holiday, Ms. Chen, a Shanghai citizen, took her family to an unknown town called "Zhewu" in Hangzhou. After eating farm food, the family went hiking nearby. Along the way, they saw only green mountains and green water, cottages, and almost no other tourists. It was very leisurely. In the mountains, Ms. Chen and her family also picked fruits and vegetables such as bamboo shoots, toona sinensis, mulberries, raspberries, and loquats, and harvested a lot. "The children had a great time. After seeing the photos, my friends came to ask me where I was playing. It's much more comfortable than going to tourist attractions and watching the crowds!"

What Ms. Chen and her family gained after climbing the mountain. Photo provided by interviewee.

Others who prefer to "lay back" choose to go to comfortable hotels for vacation. They tend to use hotels as the core of their travels, lie in comfortable beds and sleep until they wake up naturally, then order delicious food and enjoy the scenery outside the window. Coinciding with the rainy weather in many cities during this year's May Day holiday, Qunar data shows that hotel bookings during the holidays for resort hotels and specialty B&Bs increased 1.3 times year-on-year.

From a city perspective, resort hotels in Sanya, Hangzhou, Huzhou, Qingdao, Huizhou, Shanghai, Beijing, Xishuangbanna, Zhoushan and other areas are more popular. For example, experience the wonderful fun of the underwater world of the "Ambassador Lagoon" at the Atlantis Hotel in Sanya, Hainan, savor the tranquility and historical charm of the ancient house courtyard at the Amanyangyun Hotel in Shanghai, and overlook the hustle and bustle of the city at the Rosewood Hotel in Guangzhou. and prosperity etc. For tourists who pursue a sense of relaxation, traveling is not only about reaching distant places, but also about enjoying the present moment. Only when your body and mind are calm can you truly rest and relax.

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Economics

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Vision

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