Original title: The first spring festival in the Golden Week after the integration of the "Wen Brigade": over 400 million people traveled, slowed passenger flow and increased income
Our reporter Xu Weiwei Shanghai informs
After the first 1118 Golden Week, passenger flows and income growth fell below 10% for the first time, passenger traffic and the growth rate of the spring festival's revenue in 2019. Also dropped to less than 10%, which was much slower than the growth rate in 2018. According to the China Tourism Research Institute (data center of the Ministry of Culture and Tourism), the total number of tourist receptions in the whole country amounted to 415 million persons, by 7.6% year-on-year, tourism revenues amounted to 513.9 billion yuan, an increase of 8 , 2% year on year.
"Only in 2003 (SARS), 2008 (traffic affected by snow), relatively low in the last decade, is expected mainly due to the pressure on the macroeconomic environment, the high basis of the Golden Week itself and restrictions on reception at the reception, residents are increasingly More The most important information about peak consciousness and other factors. "Zeng Guang, assistant director of the Guoxin Securities Economic Research Institute said.
On the other hand, the first spring festival golden week after the merger of the Ministry of Culture and the National Tourism Administration, the fusion of the impact of art and tourism is significant. According to local cultural and tourist departments, communication operators and internet providers, it can be said that tourism has become a new folk tradition in the New Year, and the attractiveness of traditional folk customs and folk culture has become evident: family travel, respect for the elderly, Families and children, as well as cultural leisure travels have become During the festival, mainstream travel and leisure methods, tourists still strive for quality and personalization in aspects of food and life.
The heat in the south is higher
Data published by the China Tourism Research Institute and the China Telecom Joint Lab show that the tourist market in this country is more balanced than the national holiday, and the southern tourism market is warmer during the spring festival. The top 10 provinces in terms of tourist reception are Guangdong, Sichuan, Hunan, Henan, Guangxi, Shandong, Jiangsu, Chongqing, Hebei and Anhui.
Affected by returning migrant workers who visit relatives and relatives, provinces with a large export workforce have more tourists. Among them, the top 10 provinces in terms of source production include Guangdong, Jiangsu, Shaanxi, Sichuan, Shandong, Hubei, Zhejiang, Henan, Hunan and Guangxi.
The observation of the trajectory of passenger traffic in the spring festival shows that most tourists flow from the central eastern to central and western parts, and the influx of tourists from Hunan, Anhui, Chongqing and Jiangxi is obvious, and tourists from Guangdong, Zhejiang, Shaanxi and Shanghai have a large net outflow. Further analysis of the size of the reception of various cities has shown that during the Spring Festival a large number of migrant workers returned to their home towns, which contributed to the rapid improvement of tourism in the third and fourth-tier cities: Reception of tourists from Hengyang, Shaoyang, Yulin and Zhangzhou was higher than in many provincial capitals.
Ctrip data show the same trend, different from the previous Spring Festival, the enthusiasm of tourists in cities at county level at this year's Spring Festival is unprecedentedly high: the 10 fastest-growing source cities are Heshan, Fogang, Huidong, Heyuan, Enping, Fuyang, Xianning, Kunshan, Anji and Chun & # 39; an. In addition to Heyuan and Xianning, the list includes cities at county level, and the number of tourists in these cities has increased by over 200%.
During the spring festival in 2019, "false and false" tours of peaks that combine profitability and comfort were preferred by tourists who had more free time. According to monitoring data of the Tuniu Tourism Network, the first wave of the summit at the Spring Festival is January 31, the percentage of people reached 9%, and the second wave of peaks is February 5, which is 15%. Judging by the spring festival trip, 5-7 days of travel were mainstream and the percentage of people reached 51%.
However, Zeng Guang believes that by limiting the feeling of travel from the peaks and bottleneck of their own reception, the increase in the Golden Week itself is becoming less and less important throughout the year, and the future development of first-rate lookout sites is mainly due to continuous off-season releases. and weekend trips. Mainly with traffic improvement, infrastructure modernization, reception extension and marketing improvement.
"Wen travels through the New Year" in a new folk custom
Tongcheng Yilong and Tongcheng International Travel jointly published "2019 Spring Festival, the weekly" Residents Residential Travel and Tourism Consumption Inventory "indicated that culture is the basic kinetic energy supporting tourist consumption of the spring festival Golden Week, Beijing, Xi & # 39; an, Tianjin, Hangzhou , Nanjing, Chengdu and other cultural tourism foundations, better cities, although the climatic conditions are not as good as southern cities such as Sanya, the Spring Festival tourist market is still flourishing.
According to the China Tourism Research Institute (Ministry of Culture and Tourism Data Center), a study on the willingness of Chinese urban and rural residents to travel in 60 sample cities across the country. During the spring festival in 2019, we will visit museums, art galleries, libraries and museums of science and technology , historical and cultural districts. The percentage of tourists amounted to 40.5%, 44.2%, 40.6% and 18.4% respectively, and the number of visitors watching various cultural performances reached 34.8%.
The data of mothers also showed that the increase in cultural visits was the most obvious, and the increase was over 60% compared to last year. Li Qiuqi, head of the Mama brand, told the 21st Century Business Herald that the high frequency of travel, the emphasis on spiritual culture and folk culture contributed to the continuous innovation of destinations and scenic locations. The picturesque place represented by "To the Forbidden City in the New Year" differs from previous cultural tourism products, paying more attention to the integration of tradition and modernity, more new experiences and immersive scenes, and similar products will become one of the directions of transformation of this picturesque place . .
Stockist analyst Huatai Securities, Mei Wei, also believes that the natural season has a bottleneck in the high season, lack of product supply, lack of innovation and other reasons make tourists less attractive, relatively high recreational travel performance, cultural activities, presented motives and other rich tourism, which attracts tourists. Regarding the launch of 59 special tourist products during the spring festival, the number of tourists in the main tourist attractions of the city increased by 25.2% year-on-year. On 5-9 February, Sanya, the number of tourists in each of the scenic spots decreased by 2.1% year-on-year (year-on-year increase by 6.8% in the 18-year Spring Festival). Representatives such as the coconut show, they were actively carried out in the past, and tourists increased by 3.6% year-on-year. Sanya and Haikou tax exemptions were six days before the holiday. The volume of purchases increased by 22% and 32%, respectively.
Outgoing journeys reach a record high
According to the National Immigration Bureau, the number of tourists leaving during the spring festival in 2019 amounted to 6.311 million, an increase of 12.48% year-on-year, record high. Ctrip data show that during the spring holiday in 2019, Chinese tourists from almost 1296 cities at home and abroad, reaching 97 countries and regions, 1372 domestic and foreign cities, the number of countries increased from 82 last year to 97, which is an increase at 18%.
Ctrip data also show that the top 10 destinations are Thailand, Japan, Hong Kong, Indonesia, Vietnam, Singapore, Malaysia, Taiwan, Cambodia and Philippines. Among them, tourists visiting Thailand and Japan accounted for over 30% of the total number of tourists leaving during the spring festival.
The number of people who went to Thailand under the visa policy amounted to almost 100,000 and was the most popular destination abroad. In winter, Japan also started the season of snow and ice tourism, and over 50,000 tourists traveled to Japan via Ctrip, and skiing at Hokkaido has become fashionable.
While Denmark, Iceland, Finland and other countries gradually get to know Chinese tourists, the enthusiasm of the Chinese people in their travels to Northern Europe continues to grow. Ctrip data show that the number of people who booked Scandinavian products during the spring festival in 2019 has doubled year by year. With the development of domestic diplomatic relations and the convenience of direct transport, Chinese outbound tourists began to pay attention to the far South America, and the number of visitors to Argentina during the Spring Festival increased by 128%.
In addition, as one of the annual Chinese cultural exchange events, as part of the "Happy Chinese New Year" celebrations, over 1500 performances, exhibitions and temple fairs were held in 396 cities in 133 countries and regions around the spring festival. The Auckland Lantern Festival in New Zealand, the celebration of the Chilean Spring Festival and the Argentine fairs "Happy Spring Festival" also allowed visitors to learn about the "Chinese taste" of the exotic landscape.