In the Datang city that never sleeps in Xi ‘an, Shaanxi Province, the "secret box of the prosperous Tang Dynasty" is popular, attracting many tourists to experience interaction; With the "three-piece cookie oven with dipping sauce and soul barbecue", Zibo, Shandong Province has become a top tourist city; The "village supermarket" in Rongjiang, Guizhou Province spread all over the network, driving the local tourism market to "blowout"; Spending the least money and playing the most cards, "special forces tourism" has become popular among young people … One hot word after another, one online celebrity project after another, and one scene of fiery consumption, which reflects the vigorous driving force for the recovery and development of China’s tourism industry and the great vitality of tourism consumption.
Since the beginning of this year, all localities have regarded tourism as an important industry to expand domestic demand and boost consumption, introduced support policies, introduced measures to benefit the people, and carried out promotional activities to promote the tourism market to show a trend of "high opening, steady walking and accelerated recovery". According to the data recently released by the Ministry of Culture and Tourism, in the first half of 2023, the total number of domestic tourists and domestic tourism revenue (total tourism expenditure) were 2.384 billion yuan and 2.30 trillion yuan respectively, with year-on-year growth rates of 63.9% and 95.9% respectively.
Travel demand is released.
The tourism market has accelerated its recovery.
"Climbing Siguniang Mountain in Sichuan is really a good place to spend the summer." Not long ago, Zhu Mo, a girl from Nanjing, called friends and friends to complete the "punching in" for the third time this year. Previously, she and her friends explored the most beautiful highway in China, Sichuan-Tibet National Highway 318, and completed the "Special Forces Tour" of climbing Mount Tai at night to watch the sunrise. "We love outdoor travel so much that we can’t wait to plan our next trip after a journey."
There are not a few people who are enthusiastic about traveling like Zhu Mo. In the first half of this year, the demand for mass travel was released, and the domestic tourism market accelerated its recovery and continued to explode.
The tourism market in Xinjiang is extremely hot. Tianshan Tianchi, Sailimu Lake, Bayinbuluke and other scenic spots have ushered in the peak of reception. After the single-library highway was restored to traffic, the tourism orders in Xinjiang increased significantly. Data show that in the first half of this year, Xinjiang received a total of 102 million tourists, up 31.49% year-on-year, and achieved a tourism income of 92.276 billion yuan, up 73.64% year-on-year.
With "there is a life called Yunnan" more deeply rooted in people’s hearts, the popularity of Yunnan tourism market continues to rise. Zhao Guoliang, Party Secretary and Director of Yunnan Provincial Department of Culture and Tourism, said that in the first half of this year, the province received 539 million tourists, achieving a total tourism revenue of 639.432 billion yuan, up 40.0% and 48.8% respectively, which were 134.9% and 122.2% respectively in the same period of 2019.
According to the comprehensive calculation of the monitoring data of Jiangsu Smart Travel Platform, in the first half of this year, Jiangsu received 478 million domestic and foreign tourists, a year-on-year increase of 98.3%; The total tourism revenue reached 610 billion yuan, up 83.5% year-on-year, up 10.7% and 2.3% respectively compared with the same period in 2019.
Qian Ning, deputy director of the Jiangsu Provincial Department of Culture and Tourism, said that since the beginning of this year, Jiangsu has accelerated the upgrading and expansion of cultural tourism consumption, effectively guided and expanded cultural tourism consumption, and accelerated the release of cultural tourism consumption potential with richer consumption scenarios and more diversified consumption choices. "We have created a number of immersive experience projects with unique creativity, such as" natural history on the cloud "and" dazzling intangible heritage ".The coverage of digital RMB acceptance in the province’s tourist attractions has reached more than 1/5, and the cumulative sales of’ Shuiyun Jiangsu’ digital tourist card has reached 34.52 million yuan, driving tourism consumption by 125 million yuan."
The recovery of Hunan’s tourism market is equally rapid. In the first half of this year, 416 tourist areas monitored by the province received 182 million tourists, up 116.86% year-on-year. Operating income reached 21.455 billion yuan, a year-on-year increase of 135.01%. According to the relevant person in charge of the Hunan Provincial Department of Culture and Tourism, in June this year, Hunan has issued an initiative to all cities, prefectures and 389,000 cultural travel volunteers in the province to encourage and guide the vast number of cultural travel volunteers to "go where the masses need it most" during the summer vacation and carry out cultural travel volunteer service activities such as "civilized tourism" and "tourists are satisfied in Hunan".
"The tourism consumption data in the first half of the year is a normal rebound after three years of epidemic, and it is expected that this year will exceed the level of 2019." Jin Wei, deputy director of the Cultural Finance Research Center of the National Finance and Development Laboratory and secretary-general of the 50-member Forum on Cultural Finance in China, believes that the evolution of scenic spot tourism to global tourism, sightseeing and holiday tourism to personalized tourism and short-term tourism to long-term residence will have a great impact on the tourism market in the post-epidemic era.
Ma Yiliang, chief statistician of china tourism academy (Data Center of Ministry of Culture and Tourism), analyzed that in the first half of this year, the overall performance of China’s tourism market met expectations, showing the characteristics of accelerated recovery and scattered hot spots. Since the May Day holiday, the tourism market has remained at a high level. In the middle and late June, the summer tourism markets in various places started one after another, and the number of tourists in most destinations continued to climb. "The recovery of the tourism market in the first quarter was relatively slow. In the second quarter, the market heat has spread to remote destinations on a large scale, and the uneven recovery of the regional tourism market has been alleviated."
Enterprise confidence is effectively boosted.
Business performance has grown steadily.
With the rapid recovery of the domestic tourism market, tourism enterprises actively innovate and develop product projects, effectively improve the service level, and achieve a "big turnaround" in business performance.
Up to now, more than 20 A-share listed tourism enterprises have disclosed their performance forecasts for the first half of the year, among which more than 10 enterprises expect to record positive net profits for the first half of the year, and many enterprises such as Lijiang, Qujiang Wenlv, Jiuhua Tourism and Guilin Tourism have recorded net profits for the first half of the year.
"In the first half of the year, the overall operating data of BTG Home Inns was unexpected, and the average occupancy rate recovered to about 80% in the same period of 2019; The average house price is 120% in 2019. At present, the overall situation in 2023 is optimistic, especially in the leisure tourism sector. " Sun Jian, general manager of BTG Home Inn Group, told reporters that the three-year epidemic impact has made the hotel industry face many challenges and given the hotel people time to think calmly. "Since the beginning of this year, what we have done is actually very simple, which can be summarized by the words’ specialization and novelty’. For example, in terms of’ specialization’, BTG Home Inns has rebuilt three major capabilities: one is professional product research and development capabilities, the other is professional customer marketing capabilities, and the third is professional hotel operation capabilities. "
"In the first half of 2023, Huangshan Scenic Area received 2,091,600 tourists entering the mountain, up 527.00% year-on-year. The main business achieved good growth, and the overall performance is expected to turn losses into profits." Yang Yi, director of Huangshan Tourism Promotion Center, said that behind such achievements, Huangshan Scenic Area actively grasped opportunities, scientifically formulated market policies, increased marketing efforts, and innovated and iterated diversified tourism products.
"In the first half of 2023, various businesses of Guilin International Travel Service grew in an all-round way, achieving an operating income of nearly 60 million yuan, seven times that of the same period last year, achieving explosive growth." Chen Xi, Chairman of Guilin International Travel Service, said, "The Zhou Bianyou products of Guilin International Travel Service sold out immediately after the opening of the group, and the business of official visits and overseas visits surged, and the consultation on outbound tourism business was hot; The ticket business in scenic spots has grown rapidly. Taking Impression of Sister Liu as an example, more than 150,000 tourists have been organized, with a year-on-year increase of over 200%. In addition, the conference and exhibition business has accelerated its recovery; The research business continues to be hot, and has received a total of 12,000 students. "
In 2020, the hit variety show "Where is Dad?" once made Yunnan Puzhe black fire. With the recovery and development of tourism, there is once again a tourist boom here. Especially since the summer, thousands of tourists have flocked to the 10,000-mu lotus pond in the scenic spot to enjoy the charm of natural scenery. According to statistics, in the first half of 2023, Puzhehei Scenic Area achieved a tourism income of 24.6623 million yuan, an increase of 82% over the same period in 2022.
According to the big business data released by the Ministry of Commerce on July 20th, in the first half of this year, online travel products, scenic spot tickets and online entertainment sales increased by 272.4% and 69.8% respectively, which was 156.6 and 50.6 percentage points faster than that in the first quarter.
Wang Degang, vice president of china tourism association, president of Shandong Tourism Industry Association and president of Shandong University Tourism Industry Research Institute, said that in the first half of this year, the national tourism industry has fully resumed normal development. At present, it is the peak season of summer tourism. Cultural and tourism departments all over the country have adopted policies and measures to actively expand the consumption of cultural tourism and stimulate economic growth, vigorously promote market players to develop new products, new formats and new services suitable for summer tourism, and stimulate the consumption potential of cultural tourism. Scenic spots, amusement parks and other tourist sites are crowded, the occupancy rate of hotels and homestays is close to saturation, and the consumption of catering, shopping and entertainment has increased at a high level, which fully shows the strong recovery of the tourism market and the recovery and prosperity of the tourism industry.
The overall industrial development is improving.
Recovery and revitalization of the future can be expected.
According to the data released by the National Bureau of Statistics, the contact service industry grew rapidly in the first half of this year, and the added value of accommodation and catering industry increased by 15.5% year-on-year. The demand for services such as exhibitions and tourism has increased, and related service industries have also maintained rapid growth.
The tourism market is hot and the business operation is improving, which also drives the industry confidence and the overall improvement of the industrial chain. The Report on Investment & Procurement Index of Cultural Tourism Industry in the First Half of 2023 jointly released by china tourism academy and China Amusement Park Association on July 11th shows that in the first half of 2023, the overall investment in cultural tourism industry picked up, and the confidence index of entrepreneurs in cultural tourism industry and investment field increased significantly.
79.2% of cultural tourism investment/operation enterprises carried out investment activities, and 46.0% of tourism manufacturing/service enterprises carried out investment activities. In 2023, the investment in the cultural tourism industry gradually stepped out of the cold winter and entered the recovery channel, and the return on investment of cultural tourism enterprises showed a trend of stabilization and recovery.
Local tourism authorities have also made constant efforts to guide the industry to develop well. Yan Naimin, Deputy Secretary of the Party Group and Deputy Director of the Department of Culture and Tourism of Xinjiang Uygur Autonomous Region, said that in order to ensure the healthy development of tourism, Xinjiang continued to intensify the rectification of the tourism market, and strictly investigated "unreasonable low-cost tours", operating travel agency business without permission, changing routes without authorization, and compulsory shopping. At the same time, we will strengthen the supervision of the hotel market in conjunction with relevant departments, promote the implementation of guided price and maximum price measures in various places, resolutely crack down on problems such as price gouging and non-performance of travel contracts, promote the "Smile Xinjiang" action, and further polish the brand of "Xinjiang is a good place".
"In the first half of this year, Guangxi made two-way efforts from both ends of supply and demand to promote a strong recovery of the tourism economy, and the tourism market reappeared the steaming’ fireworks’. The tourism economic indicators of the whole region generally recovered to the same level in 2019." Qiu Yuhong, director of the Policy and Regulation Division of the Department of Culture and Tourism of Guangxi Zhuang Autonomous Region, said.
According to the data of Meituan B&B, in the first half of this year, the number of B&B employees on the platform increased by 47% year-on-year, and the number of employees after 00 increased by 140%. According to reports, in order to help young entrepreneurs quickly fill the shortcomings of management and marketing, Meituan B&B also launched more than 260 free courses online, guiding more than 30,000 B&B practitioners to grow continuously, and finally getting the "awesome landlord" traffic incentive.
"The recovery of the tourism market is stable and good, tourism professionals has accelerated its return, and the situation that the balance sheet of tourism enterprises continues to be repaired is increasingly significant." Ma Yiliang believes that in the first half of this year, various localities actively organized festivals such as music festivals, concerts and village supermarkets, and launched "pet tourists" measures such as tourist bus, opening government parking lots and inclusive traffic law enforcement, which played a key role in accelerating the recovery of the tourism market and guiding and stimulating tourism consumption, and accumulated valuable experience for the camera regulation of tourism economy.
(Interviewer: Wang Yang Grace Wai Wong Zhao Tengze Hui Gao Kuang Weinan Wang Sichao Yan Zijun Li Yuanfeng Written by Wang Yang)
Source: China Tourism News