
Tourists visit Chengyang Village, Yinzhou District, Ningbo City, Zhejiang Province, which is an important node of Ningbo’s "most beautiful boutique route". Xinhua news agency

Tourists visit Hongcun Village, yi county, Huangshan City, Anhui Province. Xinhua news agency

Liaohe cultural tourism scenic spot in Liaoning province, where tourists are intoxicated by flowers. Xinhua news agency

Huanglongdong Scenic Area in Zhangjiajie City, Hunan Province held the "Pastoral Market Celebrating Autumn Harvest" activity. Xinhua news agency
The Mid-Autumn Festival meets the National Day, and the eight-day holiday has become a good opportunity for people to visit relatives and friends and travel. Popular cities and scenic spots are crowded with people, and rich cultural tourism activities around the country create a rich festive atmosphere, and the "Golden Week" tourism market is hot. This holiday season, diversified demands such as outbound travel and rural travel are intertwined, leading the market with new trends such as sports events and concerts. Facing the peak passenger flow in the tourist season, how can the cultural tourism industry enrich product supply, improve service quality and bring people a more comfortable and warm journey experience?
Holiday passenger flow hits a new high: long-distance travel becomes the main tone of travel
On September 15, the railway department sold tickets for the first day of the holiday, and the voice of "difficulty in grabbing tickets" appeared on the Internet, and tickets for many popular destinations even "second light". According to China Railway News, the number of tickets sold on September 15th reached 22.877 million, a record high in a single day. From September 27 to October 8, the national railway is expected to send 190 million passengers, and the average daily passenger seating capacity is expected to increase by 18.5% compared with the same period in 2019.
During the 8-day "extended version" holiday, the two major travel needs of returning home to visit relatives and traveling are superimposed, and tickets for scenic spots, hotels, air tickets and train tickets are hot. Dai Bin, president of china tourism academy, believes that the Mid-Autumn National Day holiday will be far more popular than in 2019 and last year. It is estimated that over 100 million people will travel every day in eight days.
Li Yujuan, a post-90s generation from Tianjin, made a holiday travel plan as early as one month ago, and planned to visit Zhangjiajie, Fenghuang Ancient City, furong town and other scenic spots with friends from Changsha, Hunan, to enjoy the natural scenery and experience the national culture and festival customs of Tujia and Miao nationalities. "We lived in the diaojiao building of Tujia nationality, learned to dance with the local people and experienced making cakes. We had a good time, and the trip behind us was richer and the journey would be more exciting." She said.
According to the data of Ctrip platform, the booking volume of domestic tourism products during holidays increased by nearly five times year-on-year, among which Beijing, Shanghai, Chengdu, Hangzhou, Guangzhou, Xi ‘an, Chongqing, Nanjing, Shenzhen and Changsha were the most popular, with inter-provincial travel orders accounting for 73%, up by ten percentage points compared with the same period in 2022. According to the report released by Tongcheng Travel, during the Mid-Autumn National Day holiday, the popularity of related tourism products in Xinjiang, Xizang, Qinghai, Ningxia, Heilongjiang and other provinces with long-distance travel increased by more than 300% year-on-year.
Go on road trip, which has a higher degree of freedom, is also booming this holiday season, and many car rental platforms are booked enthusiastically. Mr. Shi, who runs a tourist car rental business in Urumqi, Xinjiang, said that in the past month, many tourists have come to consult models suitable for self-driving routes such as the Northern Xinjiang Ring Road and the Southern Xinjiang Ring Road, and the National Day orders for many off-line trains in Urumqi have already been fully booked.
"This year’s Mid-Autumn National Day holiday, people’s cultural leisure and tourism needs have been released in a centralized manner, and different types of consumption are very strong." Liu Simin, vice president of Tourism Branch of China Future Research Association, said.
Recently, various places have launched a wealth of cultural tourism products and activities to benefit the people, further encouraging cultural tourism consumption. For example, the Guangzhou Cultural Tourism Bureau issued a new round of cultural tourism coupons with a total amount of more than 10 million yuan; Hubei released a "big gift package" for visiting Hubei, including more than 50 million yuan in subsidies for cultural travel coupons, more than 300 scenic spots with preferential tickets, and more than 100 free and preferential policies for specific groups such as college students.
In August this year, the Ministry of Culture and Tourism announced the resumption of the national travel agencies and online travel enterprises to operate the third batch of outbound group tours for China citizens to relevant countries and regions. So far, the number of destination countries and regions on the three lists has expanded to 138. On September 13th, Thailand announced a five-month visa-free policy for China tourists. These policies have enabled the outbound travel market to recover rapidly. The "Travel Forecast Report for the Eleventh Holiday in 2023" jointly issued by various departments and platforms believes that as the first long holiday after the outbound travel is basically fully liberalized, outbound travel will usher in a spurt of growth, and the overall order for outbound travel will increase by nearly 20 times year-on-year.
Sports tour in the countryside is hot: the trend of slow tour reflects the new fashion of consumption
The Asian Games in Hangzhou, which is in full swing, spans the whole "Golden Week" and brings a national sports tourism boom. "Traveling with the events" has become a new fashion.
In this regard, Zhejiang released 12 theme roaming corridors of "Poetry and Painting, Vigorous Zhejiang in the South of the Yangtze River", and 10 Asian Games cultural tourism boutique routes of "Watching the Asian Games and Traveling in Zhejiang". Hangzhou issued millions of "Asian Games Cultural Tourism Gift Packages", and various cities in the Yangtze River Delta issued Asian Games preferential policies and cultural tourism coupons. Many platforms also launched Asian Games tourism products.
Global sports fans have gathered in Hangzhou, and many landlords of local homestays have prepared a guide to the Asian Games and a City Walk strategy for their guests. Xiaojin, who runs a homestay in Gongshu District, Hangzhou, posted on the social platform that he hoped to provide free accommodation for volunteers and torchbearers of the Asian Games for three days. "The Asian Games will be held in Hangzhou, and we are willing to do our best to contribute." Xiaojin said that she also prepared Asian Games-specific postcards for guests staying during the Asian Games.
"Since the beginning of this year, sports events have played an obvious role in promoting culture and tourism. Competitors and spectators have visited local scenery, tasted local food and felt ‘ Pyrotechnic gas ’ And ‘ Cultural flavor ’ It has effectively promoted the integration and development of culture, sports, tourism and other industries in a wider scope and in a deeper degree. During the Chengdu Universiade, the number of international air ticket bookings to Chengdu increased by nearly 10 times year-on-year, and the number of hotel orders increased by nearly 26% compared with the same period in 2019. " Ma Li, deputy director of the Industrial Development Department of the Ministry of Culture and Tourism, pointed out.
The fiery Hangzhou Asian Games ignited more people’s enthusiasm for sports tourism. Ma Li introduced that the cultural tourism department will take advantage of the situation to stimulate the vitality of the integration of cultural and sports tourism, and take major events as an opportunity to build a new scene of cultural and sports tourism integration. At the same time, a series of mass sports activities, such as surfing on the sea, gliding at high altitude, outdoor adventure, village super-sports, village platoon, village BA, village dragon boat and city stroll, have become new supplies for the integrated development of culture, tourism and sports, so that sports can add vitality to tourism and meet the people’s physical and mental health needs through the integration of cultural, sports and tourism.
"Today, the host city of sports events ‘ Slow travel ’ Very popular, consumers can explore urban cultural blocks and cultural tourism consumption places in depth after watching the game. With the trend of micro-tourism, slow tourism and light vacation, many people choose to explore the streets and lanes of surrounding cities with friends and family, camp in the suburbs of the city, and stay in rural villages to experience the pastoral scenery. " Cheng Chaogong, chief researcher of Tongcheng Research Institute, said that these phenomena verified the trend of domestic tourism from recovery to rapid growth, and reflected the general trend of popularization and diversification of tourism consumption.
In the autumn season, melons and fruits are ripe, and when they enter the countryside, every household is busy basking in autumn. Ms. Angelie Liu, who lives in Jinhua, Zhejiang Province, took advantage of the holiday to take her children to Baihe Village in Yuexi, a suburb of the city, live in a quaint homestay, experience farming picking and lotus root mining, and enjoy a pleasant holiday life surrounded by green waters and green mountains.
On the eve of the Mid-Autumn National Day, the Ministry of Culture and Tourism launched 149 national rural tourism boutique routes with the theme of "orange, orange and green rural scenery". Many tourists like Angelie Liu followed the recommended route into beautiful countryside, enjoyed the rich and gorgeous rural autumn scenery, tasted the scenery and delicacies in the north and south of the Yangtze River, experienced the diversified and integrated rural tourism format, and felt the new era and beautiful rural scenery.
There are many reverse peak-shifting games: service reception in scenic spots meets the test.
Every holiday, there will always be a phenomenon of tourists getting together in popular destinations. Some consumers began to pay attention to the concepts of "unpopular" and "peak shifting" and went to niche destinations.
According to the data provided by Ctrip, the orders of Jingdezhen, Anji, Nanyang, Changzhou, Foshan, Huai ‘an, Yanji, Jieyang, Antu and other minority destinations all exceeded the National Day in 2019 by more than double. Besides, compared with the congested popular cities, Yichun, Baise, Wushan, Lincang, the world tea source and Pu ‘er, the capital of China’s coffee, are the best choices to avoid the peak passenger flow.
"September in previous years was the off-season, but in September this year, the occupancy rate of our hotel reached more than 80%, and the holiday rooms were already fully booked, and we were busy." Xiang Xiang, the landlord of Yanji’s homestay, said, "Here, tourists can taste Korean specialties, wear traditional Korean costumes, punch in at Tumen Port, climb Changbai Mountain to enjoy Tianchi Lake and appreciate the unique charm of this small town."
A concert, a delicious food, and a marathon can all be reasons for "walking away". According to incomplete statistics, during the Mid-Autumn National Day holiday this year, there were nearly 100 concerts and music festivals in various places, and "traveling with performances" became the "wind vane" for many young people to travel. Many second-and third-tier cities, such as Jingdezhen, Foshan, Changzhou and Handan, have held music festivals and other activities. According to the data of Flying Pig Platform, the cumulative booking volume of hotels in these cities has increased nearly five times year-on-year.
In this regard, Dai Bin suggested that while young people choose reverse tourism and find their favorite minority tourist destinations, they must pay attention to choosing safe scenic spots with guaranteed services, and they should not put themselves in danger by exploring new things for a while.
Liu Simin pointed out that in order to alleviate the pressure of holiday tourism products in hot spots, all departments should make plans in advance, do a good job in guiding and receiving tourists, optimize the reservation measures for scenic spots, strengthen the support of transportation and other supporting services, and ensure a safe and orderly market.
"The escalating demand of consumers tests the coping ability of the tourism industry. Tourism practitioners should deeply understand the characteristics of different customer groups, promote product innovation, dig deep into high-quality cultural resources, and comprehensively enhance the depth and thickness of the tourism experience." Cheng Chaogong pointed out, "We should fully satisfy consumers’ in-depth travel and ‘ Localization ’ Experience the new needs, deepen the integration of performing arts and music festivals with tourism, attach importance to the development of the night travel market, and create a colorful travel experience. "
Ma Li pointed out that the combination of tourism and leisure and cultural experience has become an important trend, and "poetry" and "distant place" are achieving a better connection, which has effectively promoted the rapid recovery of transportation, accommodation, catering and commerce. The cultural tourism department will further develop new products and formats, innovate cultural tourism scenes, create a cultural tourism consumption ecology that is jointly built, managed and shared by the government, merchants, residents and consumers, advocate civilized tourism, improve service quality, and create quality and temperature tourist destinations around the needs of different consumer groups such as children, youth, the elderly and families, so that "fireworks", "cultural flavor" and "civilized style" can go hand in hand.
(Reporter Lu Yuanzhen)