The summer cultural and tourism market is full of excitement, including movie watching, performance, and travel

The box office of summer films reached nearly 20.62 billion yuan, and the number of domestic tourists reached 1.839 billion... The hot summer season has come to a successful end. From crowded cinemas, to bustling concerts, and then to long queues of scenic spots, the booming popularity not only brings impressive data, but also demonstrates a new atmosphere of vigorous development in the cultural and tourism industry, promoting further sustained release of consumer vitality.

Breaking Records: Domestic Movies Leading Strongly

"This summer's season, there are a lot of hot selling products." "I have already browsed" Chang'an 30000 Miles "several times." "I suggest taking my parents with me to watch" All in One Row "."

This summer, Chinese cinema was the first to ignite a wave of heat. According to preliminary statistics from the National Film Administration, the summer box office in 2023 grossed nearly 20.62 billion yuan, with over 504 million viewers, breaking the record for the highest summer box office. As of August 31st, the daily box office in China has exceeded 100 million yuan for 72 consecutive days, setting a new record for the country's daily box office to continuously exceed 100 million yuan. A series of shining numbers demonstrate the strong vitality of the Chinese film market.

The box office and reputation of domestic films have achieved double success, which is a major highlight of this summer's season. Although multiple imported films were released during the same period, domestic films still lead the way with their excellent quality. As of August 31st, the market share of domestic summer films reached around 84%. Among them, four films have grossed over 2 billion yuan at the box office, reaching the highest number in history.

Posters for "Chang'an 30000 Miles", "Fengshen Part 1", and "Warmth". Provided by Fang Fang

Whether rooted in traditional culture, such as "Chang'an 30000 Miles", "Fengshen First Part", or focusing on real-life themes such as "All in One Row", "In an Octagonal Cage", and "Enthusiasm", domestic films are blossoming with rich themes, solid stories, and gorgeous special effects, inspiring the enthusiasm of audiences to watch movies. According to the 2023 Summer Survey on Audience Satisfaction in China, six out of the nine films surveyed had a satisfaction score of over 84. Maintaining market popularity with a good reputation, Chinese films are steadily and healthily recovering.

Several industry insiders believe that the overall performance of this year's summer season exceeded expectations, with diverse and diverse film genres and themes, significantly improved production standards, and meeting diverse viewing needs. Domestic films fully demonstrate their local advantages in content, which can deeply evoke emotional resonance among audiences and form spiritual resonance.

Rich categories, hot performances leading new trends

Not only movies, but also performances have become popular this summer. Popular singer concerts are overcrowded, and tickets for well-known plays and musicals are hard to come by... According to relevant data, as of 12:00 noon on August 28, the box office for summer performances in 2023 reached 3.701 billion yuan. The hot scene of "selling out immediately after invoicing" has been continuing.

The dance drama "The Never Gone Wave", the dance poetic drama "The Journey of a Legendary Landscape Painting", the national dance drama "A Dream of Red Mansions"... a variety of plays gathered in the summer performance market, attracting the audience to watch the performance, and presented a wonderful cultural feast.

In addition to the high-quality stage art productions launched by professional theaters, various immersive and interactive performances launched by small theaters and new spaces for performances, as well as tourism performances in various scenic spots, have also been favored. The audience is no longer just the "spectators" sitting on stage, but has become the "characters" in the story. The unique experience has led a new trend in cultural consumption.

Meanwhile, "rushing to a city for a concert" has become an increasingly popular choice for more and more people. According to data released by the China Performance Industry Association, the proportion of consumers who purchase tickets for cross city performances has significantly increased compared to last year, with an average cross city viewing rate exceeding 50% of the total number of ticket buyers. This has also significantly driven a series of consumption growth in local hotels, transportation, catering, and scenic spots, enhancing the city's visibility and exposure, making the summer tourism market even hotter, and becoming a "booster" for local economic development.

"Driven by the development of the domestic economy and the upgrading of cultural consumption, the cross-border integration of the performance industry is still constantly enriching." Liu Kezhi, President of the China Performance Industry Association, believes that while performances bring ticket revenue, they can generate a clustering effect to drive consumption in a short period of time and promote the increase of employment opportunities in related industries.

Strong recovery, high enthusiasm for summer travel

Experience the life of "Tang Dynasty people" in the 12 hour block of Chang'an, Xi'an, take a city stroll and explore historical sites in the ancient city of Quanzhou, and immerse yourself in the "wonderful night" by setting up tents in museums... The summer tourism market also continues the traditional peak season heat, igniting a beautiful summer atmosphere.

The latest data from the China Tourism Research Institute shows that the number of domestic tourists in China reached 1.839 billion this summer, accounting for 28.1% of the total number of domestic tourists in the year; Realize a domestic tourism revenue of 1.21 trillion yuan, accounting for approximately 28.7% of the annual domestic tourism revenue. The tourism heat this summer is significantly higher than the same period in 2019, with most destinations receiving the highest number of tourists in history.

"We took our children to check in several scenic spots before the start of school, following the poetry of 'Three Thousand Miles in Chang'an', which was very rewarding," Ms. Fan from Shanghai told reporters.

Tourists visit the National Museum of Nature. Photo by People's Daily reporter Liu Yingying

The continuously heating tourism market, including summer vacations, study tours, and cultural tours, is accelerating the release of consumer vitality. At the same time, "new ways of playing" are emerging one after another, meeting consumer segmentation needs, promoting industrial optimization and innovation, and bringing a different cultural flavor and fireworks to this scorching summer.

"This summer has been the hottest in the tourism market in the past five years." In the view of Dai Bin, the director of the China Tourism Research Institute, cultural and tourism projects in the past were mostly displayed unilaterally, but now tourists hope to appreciate the beautiful scenery and deeply experience the beautiful local life, which requires more interaction and communication. In the future, we will promote the high-quality development of the tourism industry through the integration of culture, tourism, technology, and sports.

The hot topics in the summer cultural and tourism market, such as movie watching, performance, and travel, not only reflect the rapid development and transformation of industries, injecting strong impetus into high-quality economic and social development, but also enrich the spiritual and cultural life of the general public, consolidating a high degree of cultural confidence. With the summer coming to an end, the upcoming National Day and Spring Festival holidays are poised to take off, and the cultural and tourism market is expected to prosper and develop in the future.