2024.0406

Number of words in this article:2898, reading time is about 4 minutes

introduction：假期期间，国内本地游、周边游订单分别同比增长211%、350%。

** Author| ** First Financial Le Yan

The Qingming Festival is coming to an end, and the tourism market is in a boom. Data from travel platforms such as Ctrip, Tongcheng, Tuniu, Feizhu, and Qunar show that during this year's Qingming holiday, bookings for popular domestic scenic spots increased fivefold year-on-year, and reservations for some popular scenic spots were exhausted and it was difficult to find a ticket.

It is worth noting that college students aged 18 to 25 have made their mark during this holiday. Qunar to Go data shows that during this year's Qingming Festival holiday, college student tourism market accounted for more than 20%. College student "special forces""flew" to Tianshui at affordable prices to experience the charm of local culture.

Surrounding tours "play the leading role"

During the Qingming Festival holiday, the tourism market ushered in a wave of small peaks in travel. Returning home to visit relatives, enjoying flowers and hiking, driving to enjoy the spring, and cultural and cultural tours have become popular choices for tourists. Tuniu's 2024 Qingming tourism consumption data shows that the peak of Qingming travel occurs on the first day of the holiday, which is April 4. More tourists choose short trips of 1 to 2 days, accounting for nearly 71% of the total number of tourists. In addition, nearly 10% of tourists have chosen travel itineraries of 4 days or more, and most of them travel in advance by means of joint tours.

Ctrip released the "2024 Qingming Festival Holiday Travel Summary", showing that many tourists choose to use the small long holiday to travel to relax. During the holiday period, domestic local and surrounding tours orders increased by 211% and 350% respectively year-on-year; the tradition of returning to their hometowns to worship their ancestors has led to popular rural micro-tourism, and rural tourism orders increased by 239% year-on-year.

Tuniu data shows that more tourists choose to travel around, accounting for 50% of the number of tourists. Among the popular destinations for domestic travel, Shanghai, Beijing, Sanya, Guangzhou, Nanjing, Zhuhai, Chengdu, Hangzhou, Xi'an, Guilin and other destinations are popular choices for more tourists. In addition, Yangzhou, Nyingchi, Wuxi, Kunming, Wuhan, Luoyang, Shangrao and other flower viewing destinations have also maintained a high popularity.

During this year's Qingming Festival holiday, the popularity of domestic museum tourism continues to rise. Same-trip travel data shows that search popularity for museums during the Qingming Festival increased by 108% month-on-month. The Palace Museum, Nanjing Museum, Qin Shi Huang Mausoleum Museum, Shaanxi History Museum and Luoyang Museum are the most popular domestic museums.

According to monitoring by Shanghai Tourism Big Data, Shanghai City received a total of 6.641 million tourists during the three days of the Qingming Festival. According to statistical estimates, the total amount of tourism consumption transactions in Shanghai including food, accommodation, transportation, travel, shopping, and entertainment is 10.68 billion yuan, and the average room occupancy rate of guest hotels is 53%.

Around the Qingming Festival in 2023, the booking volume of major domestic travel services on the Feizhu platform has rapidly returned to temperature and surpassed the 2019 level. Compared with 2023, this year's Qingming Festival holiday has significantly increased the distance of public travel and the quality of consumption continues to improve. Data shows that during this year's Qingming Festival holiday, per capita tourism consumption on the Flying Pig platform showed double-digit growth year-on-year, and bookings for hotels, car rentals, and medium and long-term travel products increased significantly. Among them, bookings for high-star hotels increased by as much as 195% year-on-year.

"Flying special forces" appear

Judging from the passenger structure, the enthusiasm of the Qingming college students "special forces" group to travel is still high this year. During the holidays, passengers aged 18 to 25 account for more than 20% on the platform, making them the most active travel group. Compared with the past, this year many "special forces" college students no longer pursue "night train hard seats" and switch to affordable flights. Third-tier and below cities with "small airports" experienced explosive growth during the Qingming Festival holiday. The volume of advance ticket bookings for destinations in "small airport" cities such as Sanming in Fujian, Liupanshui in Guizhou, and Tianshui in Gansu increased by more than 70% year-on-year. In terms of price, two-thirds of urban hotels pay an average price of less than 300 yuan, and you can stay in a high-end/luxury hotel for 500 yuan.

"The round-trip air ticket is 1000 yuan, and the accommodation is 300 yuan. This trip cost a total of 2000 yuan. It's really a good deal." A college student in Wuhan told reporters that during this year's Qingming Festival, she and her best friend got a special round-trip ticket from Wuhan to Datong, and experienced a "flying special force" in three days and two nights in the extreme time.

In the past, there was "Entering Zi to grill", but now there is "Tianshui Hot and Hot", and the standard of "Cheap Food + Qingming Festival + College Student Special Forces" has made Tianshui a household name.

According to statistics from Qunar platform, the search volume in Tianshui has gradually increased since February 26, and the search growth rate has increased by 2000% year-on-year. Tianshui continued to be popular during the Qingming Festival. During the Qingming Festival, some train tickets from Beijing to Tianshui sold out early for the business and first-class seats. In terms of hotels, bookings at Tianshui Hotel increased 12 times during the Qingming Festival, the number of tourists received in Tianshui reached a new high, and tickets for Maiji Mountain Scenic Area sold out early in advance.

Near the peak of holiday travel, Tianshui City issued a "Proposal to Friends of Citizens" on April 3, urging local citizens to travel off-peak and make way for guests, catch this "wealth" and spread it to the whole of Gansu. Qunar data shows that ticket sales in scenic spots in Gansu Province during the Qingming Festival increased by 6.7 times year-on-year, and ticket sales in scenic spots in Lanzhou, Zhangye, Jiayuguan and Longnan also increased by more than 10 times year-on-year. In terms of hotels, the number of hotel bookings in Gansu Province increased by 3.1 times year-on-year, and Tianshui has become the TOP4 popular hotel booking city in the province.

Malatang,"Wang Po talks about matchmaking", and hairpin flower tour have a driving effect of 1:11

On the Qunar to Go platform, during this year's Qingming holiday, hotel bookings in Tianshui, Kaifeng and Quanzhou increased by 12 times, 4.5 times and 3.3 times respectively year-on-year, driven by the special cultural tourism labels of "Malatang","Wang Po Talking about Matchmaking" and "Hairpin Flower Tour". Judging from the age of tourists, the post-00s generation is the largest main force, accounting for nearly a quarter of the total.

Tongcheng Travel released the "2024 Qingming Small Holiday Travel Consumption Report", which shows that the Qingming Small Holiday holiday flower viewing and outing tours have become a hot spot for consumption, and new "Internet celebrity" destinations such as Kaifeng and Tianshui have also welcomed a large number of passenger flows. Among them, tourism popularity in Kaifeng has increased more than three times year-on-year, and tourism popularity in Tianshui has increased more than five times year-on-year.

Ctrip statistics show that the recent popularity of "Wang-Po blind date" has made residents in surrounding cities want to find out during the holidays, including Zhengzhou, which is a 20-minute high-speed train ride away. The number of hotel orders from Zhengzhou staying in Kaifeng during the holidays increased by 517% year-on-year.

The Qunar platform shows that most tourists to Tianshui, Kaifeng and Quanzhou book 7 days in advance. On the Qingming Festival holiday, nearly 80% of the hotels were sold out, leaving only some hourly rooms.

How much consumption power can an out-of-circle label bring? The Qunar Big Data Research Institute estimated that the per capita cost of eating Tianshui Malatang is 30 yuan, which drives local transportation and accommodation consumption to 650 yuan; a ticket to Kaifeng Wansui Mountain·Song Martial Arts City Scenic Area only costs 80 yuan, driving local transportation and accommodation consumption 850 yuan; experience Quanzhou hairpin flowers for 40 yuan, driving local transportation and accommodation. In particular, the consumption growth driving effect that the post-00s generation can leverage reaches 1.1:11。

"As the main force of the tourism market becomes younger, tourists 'choices of destinations are showing a diversified trend, pursuing unique and recognizable products or scenarios, and are tired of the same ancient cities, check-in points, and snacks. An old street, a vegetable market, and a unique delicacy may all become a trigger for a city to explode. For the local area, if you want to convert traffic into consumption, you also need to be honest and service, impress passengers with sincerity and better service, and achieve a good harvest of reputation and economic benefits." Xiao Peng, a researcher at the Qunar Big Data Research Institute, said.

Travel also drives accommodation. Tujia B & B data shows that as of April 6, the booking volume of B & B in popular cities on the platform during the Qingming Festival in 2024 increased by 2.2 times compared with 2023. The top 10 popular cities on the platform are Beijing, Chengdu, Chongqing, Nanjing, Tianjin, Hangzhou, Xi'an, Dali and Luoyang. As of April 6, Tianshui B & B bookings increased by 18.8 times year-on-year, ranking first. The number of bookings for holiday B & Bs in Kaifeng increased by 5.7 times year-on-year. More than 60% of the guests are born in the 2000s. On the Tujia platform, searches for the Wansui Mountain Scenic Area where "Grandma Wang" is located surged by 800%. The top 3 popular booking business districts are Qingming Shanghe Garden, Kaifeng Gulou Square and Lao Henan University Business District. From the perspective of tourist sources, in addition to Zhengzhou, Xuchang, Zhoukou and other surrounding cities in the province, Kaifeng also attracts guests from Beijing, Shanghai, Tianjin, Shijiazhuang and other places. On the Tujia platform, some B & Bs in Kaifeng were full during the May Day holiday period.

Of course, the marketing of Internet celebrity cities should also be moderate. The case is that the actor who plays the "Lady Wang" took a month off before the Qingming Festival holiday. Excessive marketing will have a negative impact on both tourists and actors.

Cross-border tourism is growing rapidly

Since the second half of 2023, popular outbound tourism destinations such as Thailand, Malaysia, and Singapore have successively implemented visa-free treatment for Chinese tourists, and international flight capacity has been rapidly restored. China has also successively implemented visa-free policies for many foreign tourists entering the country, which has a positive effect on the rapid development of the cross-border tourism market.

Driven by the "Please take 3 days off and 8 days off", the number of outbound travel bookings for the Qingming Festival on the Flying Pig platform has nearly tripled year-on-year, among which hotel bookings have more than tripled year-on-year. Among the top 30 overseas destinations, countries with "12-hour flight circles" account for more than half, and the outbound travel radius of domestic tourists has further widened.

Same-trip travel data shows that during the Qingming Festival holiday, outbound travel in Bangkok, Kuala Lumpur and Tokyo is more popular. Among them, popular Southeast Asian tourist routes such as Bangkok-Pattaya, Singapore-Malaysia have ushered in a travel boom.

Tuniu data shows that destinations such as Thailand, Japan, Maldives, Indonesia, UK-Ireland Link, Egypt, United Arab Emirates, Sri Lanka, new Zealand, and Singapore are more popular choices for tourists.

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