Here comes the extended version of "Golden Week": There are many popular gameplay options in the tourism market

Tourists are visiting Chengyang Village in Yinzhou District, Ningbo City, Zhejiang Province, which is an important node of Ningbo's "most beautiful boutique route". Shen Jizhong Tourists visit Hongcun Village, Yi County, Mount Huangshan City, Anhui Province

Tourists are visiting Chengyang Village in Yinzhou District, Ningbo City, Zhejiang Province, which is an important node of Ningbo's "most beautiful boutique route". Shen Jizhong

Tourists visit Hongcun Village, Yi County, Mount Huangshan City, Anhui Province. Shen Jizhong

Liaohe Cultural Tourism Scenic Area in Liaoning Province, where tourists are intoxicated by the sea of flowers. Shen Jizhong

The Huanglongdong Scenic Area in Zhangjiajie City, Hunan Province held the "Rural Market Celebrating Autumn Harvest" event. Shen Jizhong

The Mid Autumn Festival coincides with National Day, and the 8-day holiday has become a great time for people to visit family and friends, and travel. Popular cities and scenic spots are bustling with people, and the rich cultural and tourism activities in various regions create a rich festive atmosphere. The "Golden Week" tourism market is hot. This holiday, diverse demands such as outbound travel and rural tourism are intertwined, leading the market with new trends such as sports events and concerts for tourism. Faced with the peak passenger flow during the peak tourism season, how can the cultural and tourism industry enrich product supply, improve service quality, and bring people a more comfortable and warm travel experience?

Record high holiday passenger flow: Long term travel has become the main theme of travel

On September 15th, the railway department opened tickets for the first day of the holiday, and there were voices on the internet that "ticket grabbing is difficult", with many popular destination tickets even "flash". According to China Railway, the ticket sales on September 15th reached 22.877 million, setting a new record high in a single day; From September 27th to October 8th, the national railway is expected to send 190 million passengers, and the daily average passenger seating capacity is expected to increase by 18.5% compared to the same period in 2019.

The 8-day "extended version" holiday combines the two major travel needs of returning home for family visits and tourism, with popular bookings for scenic spot tickets, hotels, air tickets, and train tickets. Dai Bin, President of the China Tourism Research Institute, believes that the tourism popularity of this Mid Autumn Festival National Day holiday will far exceed that of 2019 and last year, and it is expected that over 100 million people will travel on average every day for an 8-day period.

Li Yujuan, a '90s generation' from Tianjin, had already made a vacation trip plan a month ago. She was planning to start with friends in Changsha, Hunan and visit scenic spots such as Zhangjiajie, Phoenix Ancient City, and Furong Town along the way. While enjoying the natural scenery, she also experienced the ethnic culture and festival customs of the Tujia and Miao ethnic groups. "We lived in the Tujia Diaojiaolou, learned to wave hands and dance with the local people, and experienced rice cake making. We had a lot of fun, and the journey will be more colorful and exciting later," she said.

According to data from the Ctrip platform, the booking volume of domestic tourism products during holidays has increased nearly five times year-on-year, with Beijing, Shanghai, Chengdu, Hangzhou, Guangzhou, Xi'an, Chongqing, Nanjing, Shenzhen, and Changsha being the most popular. Cross provincial tourism orders account for 73%, an increase of ten percentage points compared to the same period in 2022. The report released by Tongcheng Travel shows that during the Mid Autumn Festival National Day holiday, the popularity of related tourism products in provinces such as Xinjiang, Tibet, Qinghai, Ningxia, and Heilongjiang, which mainly focus on long-distance travel, has all increased by over 300% year-on-year.

Self driving tours with higher degrees of freedom have also sparked another craze this holiday, with many rental platforms booking enthusiastically. Mr. Shi, who runs a tourism car rental business in Urumqi, Xinjiang, introduced that in the past month, many tourists have come to inquire about car models suitable for self driving routes such as the North Xinjiang Ring Road and the South Xinjiang Ring Road. Many offline car shops in Urumqi have already filled up their National Day orders.

This year's Mid Autumn Festival and National Day holiday, people's cultural, leisure, and tourism needs have been centrally released, and different types of consumption are thriving, "said Liu Simin, Vice President of the Tourism Branch of the China Future Research Association.

Recently, various regions have launched rich cultural and tourism products and activities to benefit the people, further encouraging cultural and tourism consumption. If the Guangzhou Cultural and Tourism Bureau issues a new round of cultural and tourism consumption vouchers, with a total amount exceeding 10 million yuan; Hubei has released a "big gift package" for preferential travel to Hubei, which includes a subsidy of over 50 million yuan for cultural and tourism vouchers, more than 300 scenic spots with discounted tickets, and over 100 free and preferential policies for specific groups such as college students.

In August of this year, the Ministry of Culture and Tourism announced the resumption of national travel agencies and online tourism enterprises to operate the third batch of outbound group tourism for Chinese citizens to relevant countries and regions. As a result, the number of destination countries and regions on the three batch list has expanded to 138. On September 13th, Thailand announced a 5-month visa free policy for Chinese tourists. These policies have led to a rapid recovery in the outbound tourism market. The "2023 National Holiday Travel Forecast Report" jointly released by multiple departments and platforms believes that as the first long holiday after the basic and comprehensive opening-up of outbound tourism, outbound tourism will experience explosive growth, and the overall outbound tourism orders will increase by nearly 20 times year-on-year.

Sports and rural tourism are hot: slow travel trends reflect new consumer trends

The bustling Hangzhou Asian Games, spanning the entire "Golden Week," has sparked a nationwide sports tourism craze, and "traveling with the competition" has become a new trend.

In response, Zhejiang has released 12 themed roaming corridors titled "Poetry and Painting Jiangnan Vitality Zhejiang" and ten high-quality cultural and tourism routes for the Asian Games, including "Watching the Asian Games Tour Zhejiang". Hangzhou has distributed millions of "Asian Games Cultural and Tourism Gift Packs", and cities in the Yangtze River Delta have released preferential policies and cultural and tourism consumption vouchers for the Asian Games. Many platforms have also launched Asian Games tourism products.

Global sports fans gather in Hangzhou, and many local homestay landlords have prepared Asian Games observation guides and CityWalk guides for guests. Xiao Jin, who runs a homestay in Gongshu District, Hangzhou, posted on social media platforms that he hopes to provide three days of free accommodation for Asian Games volunteers and torchbearers. The Asian Games will be held in Hangzhou, and we are willing to contribute to it to the best of our ability, "said Xiao Jin, who also prepared Asian Games exclusive postcards for guests staying during the Asian Games.

Since the beginning of this year, the driving effect of sports events on culture and tourism has been very obvious. Contestants and spectators have visited local scenery, tasted local cuisine, felt the 'fireworks' and' cultural flavor ', effectively promoting the integration and development of culture, sports, tourism and other industries on a larger scale and deeper level. During the Chengdu Universiade, the number of international flight reservations to Chengdu has increased by nearly 10 times year-on-year, and the number of hotel orders has increased nearly compared to the same period in 2019 26% Ma Li, Deputy Director of the Industrial Development Department of the Ministry of Culture and Tourism, pointed out.

The hot Hangzhou Asian Games ignited more people's enthusiasm for sports tourism. Ma Li introduced that the cultural and tourism department will seize the opportunity to stimulate the vitality of the integration of cultural, sports and tourism development, and take major events as opportunities to build new scenarios for the integration of cultural, sports and tourism. At the same time, let sea surfing, high-altitude gliding, outdoor exploration, as well as a series of mass sports activities such as village supermarkets, village platoons, village BAs, village dragon boats, and city walks, become a new supply for the integrated development of culture, tourism, and sports. Let sports add vitality to tourism, and integrate cultural, sports, and tourism to meet the physical and mental health needs of the people.

Nowadays, 'slow travel' in sports event hosting cities is highly popular, and consumers can explore urban cultural blocks and cultural and tourism consumption places in depth while watching. With the trend of micro tourism, slow travel, and light vacations, many people choose to explore the surrounding urban streets with friends and family, camping in the suburbs of the city, and staying in rural homestays to experience rural scenery, "said Cheng Chaogong, chief researcher of Tongcheng Research Institute, These phenomena verify the trend of domestic tourism industry from recovery to rapid growth, reflecting the general trend of popular and diversified tourism consumption.

In the golden autumn season, when the fruits and melons are ripe, entering the countryside, every household is busy sunbathing in autumn. Ms. Liu Yan, who lives in Jinhua, Zhejiang, took advantage of the holiday to bring her children to Yuexi Baihe Village in the outskirts of the city. She stayed in a quaint homestay and experienced agricultural picking and lotus root excavation, enjoying a comfortable vacation life surrounded by green water and green mountains.

On the eve of the Mid Autumn Festival and National Day, the Ministry of Culture and Tourism launched 149 national rural tourism boutique routes under the theme of "Orange Yellow Orange Green Rural Scenic Spots". Many tourists like Liu Yan follow the recommended route into beautiful countryside, enjoying the rich and colorful rural autumn scenery, tasting the diverse and integrated rural tourism formats, and experiencing the new era and beautiful rural scenery.

Multiple reverse peak shifting gameplay methods: scenic area service reception meets the test

During holidays, popular destinations often experience crowds of tourists. Some consumers are beginning to pay attention to the concepts of "unpopular" and "off peak" and rush to niche destinations.

According to the data provided by the Ctrip platform, the order volume of niche destinations such as Jingdezhen, Anji, Nanyang, Changzhou, Foshan, Huai'an, Yanji, Jieyang, and Antu has all exceeded double that of 2019 National Day. In addition, compared to popular cities with congestion, Yichun, the "City of the Moon", Baise, the "Guangxi Little Xinjiang", Wushan, the "Little Three Gorges", Lincang, the "World Wa Township", and Pu'er, the "World Tea Source, China's Coffee Capital" have all become the "leak detection" options for avoiding peak passenger flow.

In previous years, September was the off-season, but this September our homestay occupancy rate reached over 80%. Holiday rooms have already been booked, and we are also busy. "Xiangxiang, the landlord of the homestay in Yanji, said," Here, tourists can taste Korean specialty cuisine, wear Korean traditional clothing, check in at Tumen Port, climb Changbai Mountain to admire Tianchi, and experience the unique charm of this small city

A concert, a delicacy, or a marathon race can all be reasons to "say go". According to incomplete statistics, during the Mid Autumn Festival and National Day holiday this year, there were nearly a hundred concerts and music festivals in various regions. "Traveling with performances" has become a "wind vane" for many young people's travel. Many second and third tier cities such as Jingdezhen, Foshan, Changzhou, and Handan have held music festivals and other activities. According to data from the Feizhu platform, the cumulative hotel bookings for holidays in these cities have increased by nearly five times year-on-year.

Regarding this, Dai Bin reminds young people to choose reverse tourism and seek out their favorite niche tourist destinations. At the same time, they must pay attention to choosing safe and service-oriented scenic spots and attractions, and cannot put themselves in a dangerous situation by seeking novelty and diversity for a moment.

Liu Simin pointed out that in hot tourist areas, to alleviate the pressure of insufficient supply of holiday tourism products, various departments should prepare plans in advance, guide and receive tourists, optimize scenic spot reservation measures, strengthen transportation and other supporting services, and ensure market safety and order.

The constantly escalating demands of consumers test the coping ability of the tourism industry. Tourism practitioners need to deeply understand the characteristics of different customer groups, promote product innovation, deeply explore high-quality cultural resources, and comprehensively enhance the depth and thickness of the tourism experience, From the perspective of big tourism and leisure, we should fully meet the new needs of consumers for deep travel and 'localized' experiences, deepen the integration of entertainment, music festivals, and tourism, attach importance to the development of the night cultural tourism market, and create a rich and colorful tourism experience

Ma Li pointed out that the combination of tourism, leisure, and cultural experience has become an important trend, and "poetry" and "distance" are achieving better connectivity, effectively driving the rapid recovery of transportation, accommodation, catering, commerce, and other areas. The cultural and tourism department will further develop new products and formats, innovate cultural and tourism scenarios, create a cultural and tourism consumption ecosystem that is jointly built, governed, and shared by the government, merchants, residents, and consumers, advocate civilized tourism, improve service quality, and create high-quality and warm tourism destinations around the needs of different consumer groups such as children, youth, elderly, and families, allowing "fireworks", "cultural flavor", and "civilized style" to go hand in hand.

(Reporter Lu Yuanzhen from this newspaper)

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