2024-10-04
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"in 2023, the total tourism revenue of the country's 1,866 counties will be approximately 8 trillion yuan, and the total number of tourists received will be approximately 9.4 billion."
text/ba jiuling (wechat public account: wu xiaobo channel)
use one word to describe the usual state of the national day holiday: huge crowds of people.
roads and highways are congested in deep red. cars are crawling along a kilometer of road, and the travel time may be ten times longer than usual.
rail tickets, sold out, sold out, still sold out. according to statistics, on october 1, the country's railways carried 21.448 million passengers, setting a record high in single-day passenger traffic.
when you go to a scenic spot to play, it’s hard to tell whether you’re looking at the scenery or the excitement of “people following the crowd”.
jinan’s famous spring scenic spot reappears “people follow the crowd”
needless to say, there is no need to talk about the situation of domestic tourism. tourism always has the "task" of "counting people"; outbound tourism is not inferior, with the number of orders increasing by nearly 40% year-on-year.
in addition to the bustling tourism mode, some people choose to escape and turn to the county town to enjoy peace and quiet.
as cctv host zhu guangquan said on "common concern" on october 2,“the mountains may not be high and the roads may be far, but the check-in points must not be crowded.”
more and more people, especially young people, are abandoning popular big cities when choosing travel destinations and turning their attention to obscure counties in the past.
these 18th-tier small counties have become a role that cannot be ignored in the tourism industry.
judging from the data, during this year's "may day" golden week, the year-on-year growth rate of travel orders in first- and second-tier cities was lower than that in third- and fourth-tier cities, and the growth rate in third- and fourth-tier cities was lower than that in county markets.
county hotel orders increased by 68% year-on-year, scenic spot ticket orders increased by 151% year-on-year, and the popularity of train tickets and air tickets in third-tier and below cities on the eve of the holidays increased by more than 200% week-on-week.
county tours are like "eating xuanmai", and the popularity of the national day golden week should not be underestimated.
on the tongcheng travel platform, compared with big cities, the popularity of flight bookings at airports in second- and third-tier cities and below has increased more significantly. on october 1, the popularity of domestic air ticket bookings to xinyang, bijie, dali, hanzhong, shangrao and other cities all increased by more than 100%.
the popularity of hotel bookings in county tourist destinations has increased significantly. hotel bookings in kuitun city, xuanen county, gaolan county, ji'an city and other counties and county-level cities have increased by more than 100% year-on-year.
according to data calculations from the "national county tourism development research report 2024",in 2023, the total tourism revenue of the country's 1,866 counties will be approximately 8 trillion yuan, and the total number of tourists received will be approximately 9.4 billion.
according to incomplete statistics, in 2023, the comprehensive tourism revenue of 28 provinces including guizhou, yunnan, jiangsu, hebei, and zhejiang will be approximately 17 trillion yuan, and the total number of tourists received will be approximately 17 billion.
whether it is income or the number of tourists, county tourism accounts for almost "half of the country"
in contrast, we can clearly perceive the importance of the county in the tourism industry.
in addition to the eye-catching macro data, the current tourism business situation in the county is also worth mentioning.
if you still look at county tourism with the existing thinking and think that county tourism is the small hotels, damp hard cement floors and low brick houses of the 1980s and 1990s, your eyes may be slightly stagnant.
many counties, especially those in the yangtze river delta and surrounding areas,there are not only natural landscapes with curling smoke and beautiful mountains and rivers, but also emerging business formats that are in line with modern urban life.
take anji as an example. it is known as the county with the most high-end hotels in china. ctrip information shows that there are 40 five-star hotels in anji county, including jw marriott hotel, alila, indigo and many other international boutiques. hotel brand.
in addition, anji county has more than 300 cafes. according to media reports, a "village cafe" created by 26 college students has received more than 700,000 tourists in one year.
in addition to hotels, b&bs have also exploded in the county. in september, tujia b&b released data showing that the number of b&b hosts in counties increased by more than 20% in the past year, and the number of b&b bookings increased by 30% year-on-year.
different from the past standards of individual farmhouse hotels in the 1.0 or 2.0 version of china's county b&bs, b&bs in counties and villages are becoming more and more exquisite and concentrated. take wuyuan, which ranks among the top three counties with the strongest b&bs on tujia, as an example. there are two b&b clusters in the county, and the number of b&bs in the cluster exceeds 100.in the first half of the year, wuyuan’s homestay industry revenue exceeded 1 billion yuan.
under the general trend of sinking tourism in wuyuan’s rapeseed fields, various urban businesses and brands such as food, clothing, housing and transportation are also sinking. more and more unknown small counties have become popular places for leisure and relaxation.
the tourism economy is a big cake.
data from the ministry of culture and tourism shows that in the first three quarters of this year, domestic tourist arrivals were 4.29 billion, a year-on-year increase of 16.8%; tourism expenditure was 4.32 trillion yuan (different from the statistical caliber of comprehensive tourism income of various provinces and cities), a year-on-year increase of 17.1%.
there are 1,866 counties and county-level cities in china. the current development of the county economy is as follows: some counties, especially counties in the yangtze river delta region, serve as supporting facilities and industrial bases for super cities, and have accumulated a considerable amount of manufacturing and foreign trade economies. .
relying on their accumulated industrial aggregation supporting capabilities and cost advantages, these counties have experienced rapid economic development. the economies of many strong counties are even stronger than those of ordinary cities in the central and western regions.
however, most counties, especially those in the central and western regions, lack support for economic development. when resources and industries are concentrated and tilted towards advantageous areas, the development of these places will stagnate.
street scene in zhenyuan county, qiandongnan prefecture, guizhou
one piece of data can confirm this. among china's 1,866 counties and county-level cities, only 285 have per capita gdp higher than the national per capita gdp.
today we often talk about the hollowing out of rural areas. in fact, many counties are also facing the problem of hollowing out. today, the average county population size is approximately 399,000, and 546 counties have a permanent population of less than 200,000.
according to the seventh national census, from 2010 to 2020, more than half of counties and county-level cities experienced a population loss rate of more than 10%.
the county is in dire straits for its economy and population.
when the crowd turns their attention to the county seat and walks towards the county seat, the tourism economy is obviously a good medicine that can be grasped.
economic gains and popularity come together.
in 2023, among counties across the country, there are 34 counties with total tourism revenue exceeding 20 billion yuan, 153 counties with 10-19.9 billion yuan, and 362 counties with 5-9.9 billion yuan.
in contrast, data recorded in the "china county statistical yearbook 2021 (county and city volume)" shows that in 2020, the gdp of 1,490 counties was less than 30 billion yuan, accounting for more than 80% of the total counties.
wuyuan county, from january to august 2024, the county's comprehensive tourism revenue was 16.89 billion yuan; in 2023, wuyuan county's annual gdp was approximately 17.545 billion yuan; in 2023, tonglu county's gdp was 46.923 billion yuan, and tourism revenue exceeded ten billion yuan.
therefore, the county has also chosen to bet its "money bag" on cultural tourism.
tourists wearing hairpins take photos in xuanpu village, quanzhou, fujian
in 2022, the national cultural and tourism expenses will be 120.286 billion yuan, and the cultural and tourism expenses at county and below counties will be 65.861 billion yuan, accounting for 54.8% of the total expenses.
in 2023, the national cultural and tourism expenses will be 128.04 billion yuan, and the cultural and tourism expenses at county and below will be 68.27 billion yuan, accounting for 53.3% of the total expenses.
this is macro data. when implemented into specific matters, what we as ordinary consumers can perceive is that more and more counties are appearing in our eyes, and there are also more and more cultural tourism activities, such as music festivals and concerts. will run to the county seat.
according to statistics from the beijing news, 60% of the platter-style concerts and music festivals available on damai.com in the fourth quarter of 2023 were held in non-first-tier cities or small counties.
during the national day in 2023, the nanyang zhongyuan midi music festival was held for four days and received more than 150,000 tourists, driving the overall order booking volume of nanyang's national day to increase 11 times year-on-year.
during the seven-day national day holiday this year, more than 20 activities were held in many scenic spots such as huangling, likeng, and wunuzhou in wuyuan county, including autumn sunbathing, music festivals, iron flowers, etc.
counties in the 18th tier are gearing up, and there are endless "moves", striving to win the upper reaches of the national day tourism list.
how did the county seat appear in the public eye? in other words, what factors influence our choice of county tourism?
the social media environment is a hurdle that cannot be bypassed.
crowley's research report pointed out that before traveling, 80% of tourists will make travel strategies in advance on social platforms.
in 2022 alone, the number of travel experts on douyin, weibo, and xiaohongshu will increase by 68% year-on-year.
on xiaohongshu, there are more than 8 million entries for #challenge to travel to a place every weekend. #小城游# entry, the content of the notes exceeds 780,000. there are countless travel bloggers who produce content based on this theme.
search results for small town travel on xiaohongshu
together, these travel bloggers and information content provide guideposts for young people planning weekend trips.
to explain this phenomenon, we can quote a classic concept in communication science. in the 1920s,lippmann proposed the "mimetic environment" in "public opinion",to put it simply, the information environment conveyed by mass media is not a 1:1 reproduction of objective reality, but an environment in which information is selectively filtered and presented to the public.
later, japanese scholar fujitake akira proposed "environmentalization of mimic environment" on this basis. this means that although the information provided by the mass media does not completely represent the real world, many people rely on the simulated environment to take real-life actions, so this will cause the simulated environment to tend to evolve into the real environment.
starting from these two concepts, if county tourism is a whirlwind, then the content that emerges and spreads like a ripple effect on major social media platforms is probably the hot air pressure that triggers the whirlwind.
on this basis, local governments regard content platforms as the focus of cultural tourism marketing, and platforms regard cultural tourism as an important part of content.
in 2021, the thesis tour went out of the circle, and henan became an important province that has to be mentioned with the help of "tang palace night banquet" and "underwater luo shen" dance. according to a report from global travel news,starting from 2021, the new media cooperation funding of the henan department of culture and tourism will reach 40 million yuan.
in 2021, juduo engine, together with douyin and toutiao, launched the annual cultural tourism ip project "beautiful destination", which has been implemented at nearly 100 stations in 21 provinces and cities across the country.
on the eve of may day this year, xiaohongshu also signed strategic cooperation agreements with more than 10 cultural and tourism departments in shanxi, xinjiang, chongqing, hong kong, and quanzhou.
"the good wind, with its power, sends me to the blue clouds." on this path, local governments and platforms have taken advantage of the situation to provide one after another "small town check-in lists" for young people's travel choices in the information environment.
at the same time, the role of railway travel and, more generally, transportation in promoting cultural tourism in the county is self-evident.
in may 2023, rongjiang village super became popular on the internet. on july 1, the number of trains stopping at rongjiang station of the guizhou-guangzhou high-speed railway increased from 22 to 40.
the minibus traveled to rongjiang river in may. after arriving at guizhou longdongbao airport, there was a high-speed train directly from the airport to rongjiang river. of course, there are also various transportation options such as direct buses.
dedicated bus line from rongjiang station high-speed rail station to the village supermarket site
on june 10, 2022, the state railway administration announced a set of data at a series of press conferences with the theme of "china in these ten years". among them, the ones related to counties are:as of the end of 2021, railways have covered 81% of counties across the country, and high-speed rail reaches 93% of cities with a population of more than 500,000.
from 2012 to 2022, 35 new railway lines were built in the western region alone, including the wujiang railway, xibao high-speed railway, and lari-japan railway.
in 1959, american scholar hansen first proposed the concept of "accessibility".usually refers to the difficulty of reaching a certain place in a certain transportation system. it is widely used in the planning and evaluation of public service facilities such as housing, medical care, commerce, green space, and of course urban railway systems.
in 2020, some scholars took the yangtze river delta city as an example and introduced the concept of accessibility into an economic model to analyze the impact of railways on urban tourism. the data and conclusions state:
the changes in urban accessibility caused by the opening of high-speed rail have a significant impact on the tourism industry in cities along the line.in cities along high-speed rail lines, for every 1% increase in urban accessibility caused by the opening of high-speed rail, the urban tourist flow will increase by 1.02%.
as the proverb goes, "when the train rings, there is a thousand taels of gold."
in the 1880s, the first self-built railway, the tangxu railway, was only 9.7 kilometers long, connecting tangshan and xugezhuang (now fengnan district, tangshan city, hebei province).
track laying of tangxu railway, china's first self-built railway
the tinkling train bells are ringing, carrying the coal and minerals mined in tangshan to further places. tangshan has also gradually developed into "the cradle of china's modern industry."
today, more than a hundred years later, the railway has once again played a major role in the county's tourism and economy.railway lines connect large and small towns, villages and fields, transporting people and goods back and forth, shortening distances and allowing all things to flow.
compared with the peak of "long-distance travel" and "outbound travel" that can only occur during the long holidays, county travel is also an important choice for daily travel.
this choice is related to time.
huangshan mountain in anhui province has always been known as the back garden of jiangsu, zhejiang and shanghai. if traveling by high-speed rail, whether starting from shanghai, hangzhou or nanjing, the round-trip time can be controlled within 3 hours.
for young people in these cities, it is convenient and fast to climb mount huangshan and enjoy the sunset on weekends.
tourists watch the sunset at xihai paiyun pavilion in huangshan scenic area
crowry pointed out in the "2023 tourism consumption content research report" that,in the survey on factors that restrict mass travel, "vacation length" ranked first.
as early as the national day holiday in 2012, "jinan daily" wrote an article titled "global paid leave ranking, china last with 21 days."
the article begins by stating:
since 2008, my country has implemented a paid leave system. however, most of the employees who can enjoy paid leave are concentrated in government agencies and state-owned enterprises and institutions. however, a large number of employees in labor-intensive enterprises and individual private enterprises cannot enjoy paid leave. , travel plans have to be concentrated on short holidays or "golden week".
where do our holidays stand globally?
it should be noted that the holiday plan for public holidays implemented today is based on the latest revised "national holidays and anniversary holiday methods" in 2013 (hereinafter referred to as the "measures").
the "measures" stipulate that there are 7 public holidays for all citizens, and the corresponding total number of holidays is 11 days.
in 2013, one day after the measures were announced, the people's daily compared vacation times in some countries and regions. the 11-day public holiday ranks 33rd among 62 countries and regions in the world, with france and italy also ranking in the same place.
but if the minimum number of paid vacation days is added, our minimum number of paid vacation days is 10 days (based on employees with 10 years of service).taking into account public holidays and paid holidays, china ranks 60th with 21 days off.within asia, it is lower than japan's 35 days, south korea's 34 days, and thailand is ahead of us with 22 days.
(note: the "regulations on paid annual leave for employees" promulgated in 2007 stipulates that the standard for paid annual leave for employees is: those who have worked for 1 year but less than 10 years in total, 5 days of annual leave; those who have worked for 10 years but less than 20 years, 10 days of annual leave; if the employee has been employed for 20 years, 15 days of annual leave)
judging from the number of vacation days, traveling to surrounding counties may be one of the best choices for young people living in the city to balance work and life. it is also the "poetry and distance" that young people can touch in their daily life.
more than ten years ago, farmhouses were all the rage. during holidays, it is a pleasure for people living in the city to drive on national highways and expressways, go to the countryside to eat farm food and dig wild vegetables.
today, more than ten years later, urban youth choose a small county town on weekends and holidays, take the high-speed rail, experience the slow life of the county town, the beautiful mountains and forests, and relax themselves.
urban and rural scenery of changning county, baoshan, yunnan
the "2024 national day tourism forecast report" released by ctrip group pointed out that during the national day holiday, tourists from first- and second-tier cities came to counties for leisure travel and returned to their hometowns to visit relatives, driving rural travel orders to increase by more than 60%, and county travel orders to increase by 20% year-on-year. most of the tourists in the county come from first- and second-tier cities, and the proportion of tourists from other places is even higher.
the rural joy of "picking chrysanthemums under the eastern fence and leisurely seeing the southern mountains" may be just like growing vegetables, it is also a love engraved in the dna of the chinese people.
no matter whether the vacation is long or short, whether you have more money or less, "going out more" is life and is beautiful.
some references:
1. "data on the first day of "national day" for same-trip travel: international air tickets "increased in volume and price" and passenger flow at airports in second- and third-tier cities grew rapidly", china civil aviation network
2. "28 provinces and cities released tourism "report cards" for 2023 and tourism development goals for 2024", new trends in cultural tourism
3. "another expression of prosperity: china's county economy under the "dual circulation" pattern", southern weekend
4. "2023 tourism consumption content research report", crowley
5. "my country has more statutory holidays than the united kingdom and the united states", people's daily
6. "470 million people watch travel content on douyin. how can cities, scenic spots and other cultural tourism destinations capture them?" 》, global travel news
7. "tangxu railway: the past and present life of the source of china's railways", dong lilong
8. "research on the impact of the yangtze river delta high-speed railway network on the development of urban tourism", deng taotao, zhao lei, ma mulan
author of this article | tian weifeng | responsibilityedit | he mengfei
editor | he mengfei | source |VCG
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