the national day tourism market will usher in another peak, with the number of trips and consumption expected to hit records
2024-09-28
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as the national day holiday in 2024 approaches, my country’s tourism market is once again experiencing a consumption boom. data released by multiple online platforms show that both hotel and air ticket prices have dropped, resulting in extremely cost-effective vacations. "take 2 days off for 10 days" and "end-of-year vacation sales" also continue to build momentum for long vacations. the tourism market will usher in its peak in the second half of the year, " the number of trips and tourism consumption during the national day holiday are expected to hit record highs.
the tourism market shows the characteristics of double cycle
the "2024 national day tourism forecast report" released by ctrip group shows that during the "national day" period, young people in big cities and young people in small towns "swap identities", and tourists from first- and second-tier cities came to county towns for leisure travel and returned to their hometowns to visit relatives, driving the growth of rural travel orders exceeded 60%, and county travel orders increased by 20% year-on-year. "small town youth" and "small town middle-aged people" from all over the country are rushing to first- and second-tier cities. at the same time, benefiting from the dual benefits of the visa-free policy and the recovery of global flight capacity, inbound travel orders increased by 60%.
in this regard, zhou huijie, a senior analyst at ctrip research institute, analyzed that during the national day holiday, inbound and outbound passengers, city tourists and small town tourists traveled in both directions, which shows that the tourism industry is showing a double cycle feature.
wu ruoshan, a special researcher at the tourism research center of the chinese academy of social sciences and president of the new era culture and tourism research institute, said that the "national day" holiday tourism market will show the characteristics of profound transformation of tourism methods, significant price adjustments of tourism products, and diversified upgrades in tourist demand. . in particular, the mid-autumn festival holiday is the "outpost" of the national day holiday, and its tourism market performance will become the benchmark for the national day holiday tourism market. tourism companies will promptly adjust and optimize their marketing strategies and product layout during the national day holiday based on market feedback from the mid-autumn festival to better meet the needs of tourists.
statistics from many online platforms and offline travel agencies show that outbound travel is still popular this year. the number of visa applications for "national day" travel increased by 70% year-on-year. japan, south korea, australia, the united states, vietnam, new zealand, the united kingdom, russia, france, spain ranks among the top ten most popular countries for visa applications on national day.
the fliggy platform shows that many popular travel products to long-term destinations such as europe, the middle east, and africa have been sold out more than a month before the holiday. the popularity of air ticket bookings to destinations such as egypt, türkiye, hungary, and kenya has increased by more than three times year-on-year.
the "2024 national day holiday travel trend report" released by tongcheng travel also shows that during the national day holiday, the domestic and outbound long-term travel markets grew rapidly. the source of long-term outbound consumption is rapidly shifting from first-tier cities to non-first-tier cities. many residents of lower-tier cities and counties consider europe, the middle east, africa and other destinations as their first choice for holiday travel.
reporters learned from multiple online platforms that in terms of domestic tourism, beijing is still the most popular destination in the country during the national day holiday. in addition to classic travel routes such as visiting the forbidden city, climbing the great wall, and watching the flag-raising, the booking popularity of tourism products related to beijing's central axis, which was named a "world cultural heritage" this year, increased by 69% year-on-year, attracting the attention of young tourists and family tourists. driven by the popular domestic game "black myth: wukong", major destinations in shanxi have continued to gain attention during the national day holiday. tongcheng travel data shows that travel bookings in taiyuan during the national day holiday have increased by 47% year-on-year, making it a popular holiday destination. top ten destinations. in addition, cities such as hangzhou, chongqing, shanghai, nanjing, chengdu, changsha, xi'an, and suzhou also entered the list.
"the continued relaxation of inbound tourist visas and the global popularity of "china travel" have attracted more foreigners to come to china. during the 'national day' period, against the background of the epic global 'great migration' of chinese people, foreigners also came to 'join in the fun', the growth rate of inbound tourism is higher than that of outbound tourism, and the order volume has increased by 60% year-on-year. "the report shows that japan, thailand, south korea, malaysia, vietnam, australia, the united kingdom, singapore, the philippines, and the united states are the top 10 outbound destinations. apart from vietnam, the other nine destinations are all among the top 10 sources of inbound tourists. this year, thailand and singapore, which have mutual visa exemptions with china, ranked third and fifth respectively in inbound tourism. outbound tourism and inbound tourism have achieved two-way travel.
zhang lili, general manager of china shanshui travel agency, said that compared with mid-autumn festival travel, the popularity of domestic long-term travel and outbound travel during the national day holiday is relatively high due to time and other reasons. since air tickets and hotel prices have dropped to a certain extent compared with the same period last year, the number of trips during this year’s national day holiday has increased. and tourism consumption may hit new highs.
emerging destinations are popular
it is not difficult to see from this year’s may day, dragon boat festival and mid-autumn festival tourism market that as people’s requirements for tourism quality increase, traditional sightseeing tourism can no longer meet everyone’s needs. more and more tourists are no longer satisfied with casual tours and are beginning to pursue personalized travel experiences.
in wu ruoshan's view, changes in tourists' needs directly affect the direction of the tourism market. the tourism industry must maintain keen market insight at all times, collect tourist feedback through questionnaires, social media analysis, tourist reviews and other channels, and gain an in-depth understanding of tourists' true expectations.
the holiday is long and the temperature is suitable. people are willing to travel to distant places during the national day holiday. ctrip’s report shows that during the national day holiday, more than 60% of the passengers were long-distance tourists, while only 20% were local tourists. autumn appreciation has also become one of the main travel options during the long holiday. the autumn leaf maple forest in zhangjiajie, the colorful red leaf forest in jiuzhaigou, the alpine meadows in aden, daocheng, the tomato branches in wuyuan, jiangxi, the colorful forests of wudang mountain, benxi, liaoning the beautiful red autumn has become the most popular autumn viewing experience in china.
in addition to traditional popular cities, more and more emerging tourist destinations are being discovered by young travelers and becoming “dark horses” for holiday travel consumption. releases from multiple online platforms show that niche tourism is becoming popular, and “traveling according to the textbook” has become the main theme of parent-child travel during the national day holiday. popular museums, self-driving for couples and relatives and friends, music festivals and concerts, study tours, etc. have become the top 5 popular search topics. chinese-style night tours are very popular, with orders increasing by 60% year-on-year.
“it is worth mentioning that internet celebrity destinations are moving towards ever-popular destinations.” zhou huijie told reporters that internet celebrity cities such as shanxi, tianshui, zibo, and altay have maintained an increase of more than 10% in popularity. among them, driven by the game "black myth: wukong", orders from destinations such as datong, shuozhou and linfen in shanxi increased by more than 30% year-on-year. game filming locations such as shijiazhuang and tianjin also ushered in a new wave of popularity.
small town residents’ willingness to travel increases
"we usually travel around the county town during holidays and have never seen the scenery outside. this year's air tickets and hotel prices have dropped compared with previous years. we are planning to take the elderly and children at home to beijing for a tour." ms. zhang, who comes from a fourth-tier town, told reporters that many fellow villagers in her town had already planned long-distance travel itineraries for the national day holiday.
"this year's national day holiday, more residents of counties and small towns are among the tourists heading to long-term travel destinations. this trend shows the diversification and popularization of my country's tourism market, with more and more county and town residents small town residents have begun to enjoy long-term travel and outbound travel. cheng chaogong, chief researcher of tongcheng research institute, told reporters that data shows that among long-term outbound travel consumers, residents in third-tier cities and below account for more than 40%, and the popularity of related product bookings has increased by more than 10%. 2 times, becoming an important growth point in the tourism consumption market during the national day holiday.
reporters learned from many sources that after beijing’s central axis was successfully inscribed as a world heritage site, searches for central axis attractions such as drum tower and jingshan continued to increase, attracting “small town youth” and “small town middle-aged people” from all over the country to experience the charm of the central axis.
"picking up leaks" has become a key word
wu ruoshan said that due to multiple factors such as supply and demand, tourism company pricing strategies and tourists' psychological expectations, the actual price of tourism products may still be higher than during non-holiday periods. for tourists, they still need to carefully compare different products and services when traveling during the national day holiday to find the most cost-effective option.
"due to the high base and outbound travel stabilizing domestic travel prices, judging from the current booking situation, the 'national day' tourism may show a trend of 'increase in volume and decrease in price'. air tickets (including tax) and hotel prices will both drop. passengers can "save more." zhou huijie said that for workers who "sell annual leave", the price of annual leave after the national day holiday is more cost-effective.
industry insiders said that during the national day holiday this year, a large number of destinations may welcome guests at "floor prices", and a large number of destinations worth "leaving out" will emerge. according to ctrip’s release, ticket prices for xinjiang yili, sichuan panzhihua, xinjiang kashgar, jiangxi shangrao, hebei tangshan, hunan yongzhou, guizhou bijie, hubei shenlongjia, zhejiang taizhou city, and shanxi luliang have dropped significantly compared with the same period last year, making them the most worthwhile “ticket pick-ups” ” top 10 destinations. at the same time, a large number of "missed" flights departed from beijing, shanghai, guangzhou and shenzhen. during the "national day" period, flights from beijing to aershan, shanghai to qingdao, and guangzhou to beihai all had a unit price of 300 yuan (excluding tax) for flights around. in terms of hotels, the average price of hotels in zhejiang yunhe and other places has dropped by 40% year-on-year, making it the top 10 destinations worth "hotel shopping". places such as mangshi in yunnan, manzhouli in inner mongolia, and tengger in inner mongolia, which netizens call “southeast asian countries,” “russian countries,” and “saharan countries” have become popular check-in places, with national day orders increasing by more than 20% year-on-year.
"as tourists pursue personalized travel experiences, some niche outbound travel destinations may receive attention, such as hungary and kenya. the popularity of air ticket bookings to these destinations has increased by more than 3 times year-on-year. zhang lili said: “in terms of group tours, the quality of products and services has generally been upgraded, the number of people in the group has decreased, special meals have increased, and hotel accommodation standards have improved. independent travel is still the choice of many people. at the same time, office workers prefer small groups, family groups, and self-driving rvs, etc., and pay more attention to privacy and freedom during travel. "
fliggy data shows that even though this year’s national day holiday is one day shorter than last year’s mid-autumn festival and national day holiday, the current average unit price is still about 6% higher than last year’s. cultural museum tours and hanfu travel photography to experience the beauty of traditional culture continue to be popular. "sports + tourism" travel methods such as forest hiking, marathons, and rowing are also particularly popular.
liu xiaohong, general manager of shanxi friendship international travel agency co., ltd., said that the "national day" tourism market has some original characteristics as well as new phenomena. based on the above changes, no matter what travel method tourists choose, the tourism industry should prepare a travel strategy based on the six elements of tourism, do brand promotion in advance and improve service quality on the basis of meeting the needs of tourists as much as possible.
travel safety during long vacations is always an issue that cannot be ignored. to this end, wu ruoshan suggested that tourist attractions, cultural and museum venues, etc. should strengthen the construction of tourism information platforms to provide tourists with convenient, accurate, and comprehensive tourism information services, including real-time road conditions, attraction introductions, weather forecasts, emergency rescue, etc., to ensure that tourists enjoy to an efficient and considerate service experience. at the same time, a rapid response mechanism is established to conduct timely analysis of tourist feedback and take corresponding improvement measures to continuously improve service quality and tourist satisfaction. (china economic net reporter yang xiufeng)
(source: china economic net)
