Strong recovery of cultural and tourism consumption (entering the market to see confidence) Culture | Tourism | Market

During the peak summer season, walking in the domestic tourism market creates a lively scene.

In Beijing, the Mutianyu Great Wall Scenic Area in Huairou District has launched a "night tour" mode. As the sky gradually darkened, the wall washing lamps, arrow hole lamps, and light strips on the Great Wall boardwalk lit up one after another, adding a unique charm to the ancient Great Wall. Guzheng performances, dance performances, and more attracted many tourists to watch. The scenic area also offers Starry Sky Study Classroom, where children can experience the wonderful experience of observing the stars on the Great Wall and learn knowledge under the guidance of professional teachers. "We have lit up the Night Great Wall and are also striving to light up new business models in the scenic area," said the person in charge of the scenic area.

In Guangzhou, the Chimelong Wildlife World "Super Panda Festival" opened, and tourists came to the Panda Village in the scenic area to participate in giant panda science popularization activities, watch giant panda science popularization books, and learn about giant pandas. "The water park, Happy World, International Circus and other attractions in the scenic area have entered the 'summer season', bringing tourists a richer new experience together," said the relevant person in charge of Chimelong Group.

In Chengdu, the "2023 Chengdu Music Beer Season and Dujiangyan Irrigation Project Summer Night Beer Food Season" was launched, as one of the series of consumption promotion activities of "New December City" in Chengdu, reflecting the vitality of the new business of cultural tourism consumption in Chengdu. Cool dances, dynamic music, dazzling neon lights... "The atmosphere here is so great, it's the ideal way to spend on a summer night," said Shaanxi tourist Li Xin excitedly. In May, Chengdu issued and implemented the "Implementation Plan for Promoting Consumption Activities in Chengdu's" New December City "to assist in the recovery of cultural and tourism consumption.

Since the beginning of this year, with a series of favorable policies and measures taking effect, the demand for cultural and tourism consumption has accelerated, and some tourism formats have reached the same period or higher level in 2019. The "Domestic Tourism Data for the First Half of 2023" released by the Ministry of Culture and Tourism shows that according to the results of a sampling survey of domestic tourism, the total number of domestic tourists in the first half of the year was 2.384 billion, an increase of 929 million compared to the same period last year, and a year-on-year increase of 63.9%; Domestic tourism revenue reached 2.30 trillion yuan, an increase of 1.12 trillion yuan or 95.9% compared to the previous year. From a quarterly perspective, the total number of domestic tourists in the first quarter was 1.216 billion, a year-on-year increase of 46.5%; The total number of domestic tourists in the second quarter was 1.168 billion, a year-on-year increase of 86.9%.

The prosperity of demand benefits from the novelty of supply.

Integration of culture and tourism, continuous innovation. "Taking children to approach and learn about intangible cultural heritage is particularly meaningful," said Li Ping, a Shanghai tourist visiting the Fujian Intangible Cultural Heritage Expo Park. Shoushan stone carvings, Putian wood carvings, Tangka lacquer paintings... The intangible cultural heritage exhibits exhibited here have attracted a group of tourists to come and visit specifically. Various regions will organically integrate traditional folk customs and folk art into cultural spaces such as museums, art galleries, libraries, theaters, and cinemas, creating new scenes of cultural and tourism integration. A special survey conducted by the Ministry of Culture and Tourism shows that during the Dragon Boat Festival holiday, 87.9% of tourists visit cultural and museum venues, historical and cultural districts, experience various intangible cultural heritage projects, and participate in cultural activities such as music festivals and concerts.

Policy support, escort innovation. During the Dragon Boat Festival holiday alone, Beijing coordinated the city's cultural and tourism resources, and held over 1700 events in various districts and units; Inner Mongolia has launched over 300 activities in 8 categories, including cultural and tourism festivals, food experiences, and Ulan Muqi performances; Chongqing has launched over 200 special activities, over 70 tourism routes, and over 80 measures to benefit the people before and after the Dragon Boat Festival; The Fujian cultural and tourism system has launched over 230 themed activities through a combination of online and offline methods. Targeted measures have been taken in various regions to innovate tourism scenarios, improve service quality, and stimulate new vitality in consumption.

The theme leads and promotes innovation. In the first half of the year, the Ministry of Culture and Tourism carried out themed tourism promotion activities such as ice and snow tourism, tea culture tourism, urban leisure tourism, and "Twenty-Four Solar terms" tourism creative publicity activities with the theme of "Tourism China's Better Life". "Summer" domestic tourism market promotion action, support cross-regional tourists from the east, middle and west, create a strong tourism atmosphere, and cooperate with online tourism platforms to increase the supply of tourism products.

"The sustained recovery of the cultural and tourism market is due to the efforts of both supply and demand." Li Jiwei, Vice President of Meituan Research Institute, believes that since the beginning of this year, various departments and regions have actively taken measures from both the supply and demand sides to promote the recovery of the domestic tourism market, stimulate people's willingness to travel, effectively boost tourism consumption expectations, and boost confidence in the tourism industry. The constantly innovative supply of cultural and tourism has made more people willing to step out of their homes and embrace poetry and distant places.

The relevant person in charge of the Resource Development Department of the Ministry of Culture and Tourism stated that China's tourism market has vast space. In the next step, the Ministry of Culture and Tourism will continue to enrich the supply of cultural and tourism products, increase domestic tourism promotion efforts, release cultural and tourism consumption vitality, promote cultural and tourism supply and demand adaptation, and use the recovery and revitalization of the tourism industry to help the economy continue to recover and improve.