During the Labor Day holiday in 2021, the willingness of urban and rural residents to travel is strong, and their consumption enthusiasm is high. The number of tourists and tourism income exceed and approach the level of the same period in 2019 respectively. The normalized tourism market for epidemic prevention and control has fully recovered.

Based on the data of local tourism departments, communication operators and online travel service providers, the Ministry of culture and tourism estimates that during the whole Labor Day holiday, 230 million domestic tourists visited China, with a year-on-year growth of 119.7% and a return to 103.2% of the same period before the epidemic; Domestic tourism revenue reached 113.23 billion yuan, up 138.1% year on year, and recovered to 77.0% of the same period before the epidemic. There were no major safety accidents in the national culture and tourism system, and there were no cases of epidemic spreading through the culture and tourism system. The satisfaction degree of holiday tourists reached 84.8, which was in the "satisfaction" level

Holiday market information and data show that the tourism industry has ushered in the strategic turning point of epidemic prevention and comprehensive recovery. Looking forward to the future, what new market features should destination operators grasp in order to conform to the trend, show their style and make profits in the fierce market competition?

#01

Destination IP building is the top priority

The cultural leisure and artistic atmosphere in tourist source areas have more and more obvious influence on tourists' destination choice, consumption decision-making and consumption behavior. The technological innovation and digital level of the destination will have a more obvious impact on tourists' sense of acquisition, security and satisfaction. The majority of tourists' pursuit of personalization and quality has a more obvious impact on the self-help, sharing and fragmentation of tourism consumption. Capital elements, technology, education and creative energy have a more obvious impact on the modernization, decentralization and innovation of tourism industry. The above "four more obvious" will be the main line of tourism market evolution in 2021 and the "14th five year plan" period. From last year's Tang Furong garden "tumbler little sister" and Henan's "Tang Palace feast" dance performance to the recent "blind box of rural love" cultural and creative boom, it reflects a fact that the characteristics and differentiation become the dominant trend, the integration of culture and technology becomes a new trend, without characteristics, we can't get a foothold, good IP is good advertising. Therefore, any cultural and tourism destination can not be ignored is the in-depth excavation of the local culture and find fashion methods to deduce, and ultimately achieve market and brand benefits.

#02

Millennials and Z generation's backwaves seize the C position of tourism consumption

Rivers and mountains are still there, and culture has been handed down for thousands of years. But if it is still the original product packaging and marketing techniques, it is difficult to gamble in the fierce market competition. The post-80s and post-90s of the millennial generation are the main force of the current tourism consumption market, with real consumption capacity and travel demand. They can not only pursue the small fortune of family group travel, but also pursue the romantic journey of lovers, and even have an exploration experience by themselves. Choose more variety, travel more not to make do with. Z generation also changed its routine, no longer following the "authority obedience" decision-making mode, but with the help of digital technology to more willfully express their own consumption opinions, "I am the master of my journey" and "I share my good life". According to qunar data, the post-90s accounted for more than 50% of the people traveling on May Day this year, and became the absolute main force, with the post-95s accounting for 23%. Moreover, compared with the same period in 2019, the travel growth rate of people born in 1995-00 is 1.85 times, and the growth rate after 2000 is 2.5 times. After 2000, it became the fastest growing and most energetic group.

With the increase of flexible working system, shared employees and freelancers, the boundary between work and leisure has become blurred, and the flexible switching of work and rest time, work space and tourism scene has become a reality to a certain extent. Business travel used to be a job, while the younger generation of professionals combine travel and leisure. The new concept of "work is travel" and "travel is leisure" will bring new impetus to the tourism market and the whole tourism economic system.

#03

From travel to sojourn, getting off the horse and enjoying the flowers has become the mainstream

"The world is so big, I want to have a look." it has been many years since this sentence became popular. The era of traveling to see flowers has gradually gone, and the era of traveling to enjoy flowers has arrived. This is the inevitable result of social development, but also the performance of the progress of the times, after all, China has entered the pursuit of a better quality of life in the well-off era. Tourism demand has changed from sightseeing to a way of life. The development stage of mass tourism has developed from elite tourism, mass sightseeing tourism, short-range mass entertainment tourism to mass vacation tourism. From short time in many places to long time in one place, we began to turn to high-quality and deep experience.

Rural sojourn has become the main way of life, which is different from the fast-paced life of the city. With the green ecological environment, quiet and leisurely atmosphere, and the natural flavor of the countryside, the urban people are "transforming time and space between birth and accession". Rural leisure and ecological health become the main needs, and the countryside will also be built into a new community for host and guest to share.

#04

Accurate destination marketing, online and offline collaborative development

A good way of living in other places depends on content innovation and experience extension, so it cannot do without strong technical support. The future era belongs to the "digital" era, and digital China has become a national strategy. With the stratification and diversification of the tourism market, combined with powerful digital technology, destination marketing can achieve comprehensive and accurate marketing from the city, channel to the crowd. Tourism marketing no longer relies on the subjective judgment of scenic spots and destination cities, but enters a relatively objective era of digital analysis.

Before traveling, you can check the relevant information on apps such as Shangma beehive, Ctrip, meituan and xiaohongshu, book tickets and hotels, have a real-time tour of the online map of the scenic spot, and you can make online complaints and purchase tourism products online when you return. Destination marketing has run through the whole travel process. The ultimate goal of destination marketing is to coordinate online and offline development, optimize tourist experience and improve travel satisfaction.

#05

Local tourism and peripheral tourism will still be the areas where destinations have to go all out

Through big data monitoring, China Tourism Research Institute (data center of the Ministry of culture and Tourism) and China Telecom show that the recovery of team tourism and inter provincial tourism is strong, and the travel radius, stay time and destination recreation radius of residents expand significantly. The average travel radius of tourists is 149.2 km, and the average recreation radius of destinations is 15.2 km. 70% of the tourists choose to travel within the province, of which 4.57% are urban tourists, 17.73% are suburban tourists, 47% are inter city tourists within the province, and only 30.7% are inter province tourists, which is not so exaggerated as predicted by various platforms before May Day. In terms of travel motivation, family leisure accounted for 34.4%, close to nature accounted for 41.7%, parent-child research accounted for 15.0%, and cultural experience accounted for 7.6%; In terms of travel modes, 54.7% chose self driving, 25.0% chose high-speed rail, and 9.0% chose plane. Family parent-child travel was still the main type, and 48.6% chose to travel with their families. It can be seen that the basic needs of urban leisure tourism, suburban vacation tourism, parent-child tourism and research tourism in the form of self-help, self driving and free travel are still the mainstream of the market.

Therefore, whether the Imperial Palace, Liangzhu and other scenic spots, or Tiananmen square, Shanghai the Bund, Hangzhou West Lake, Chongqing Monument for Liberation and other open scenic spots, whether it is historical and cultural blocks, city leisure business circle, or Jianye Movie Town, Beijing Universal Studios and other new tourism projects, we must pay attention to local markets in tourism consumption and passenger flow marketing. Especially in the 2-3 hour traffic circle.

#06

Niche mysteries emerge, night travel is favored by consumers

Among the 30% cross provincial tourism, high-quality domestic long-term tourism is quite popular, and the number of tourists is nearly 10% higher than that in 2019. Some of the most beautiful mysteries with world-class beauty are emerging this holiday season.

Compared with the top 100 cities with order volume in 2019 and 2021, Jingzhou, Lianyungang, Shantou, Huzhou, Datong, Luoyang, Huai'an, Zhangjiajie, Jining and Rizhao were shortlisted as the fastest growing destinations in this year's May Day golden week. Mangya City, where feicui lake is located, Gongshan County, where the first bay of Nujiang River is located, and bange County, which is located in Naqu City, are among the fastest growing rural tourism destinations in the May Day golden week. In terms of scenic spots, Huashan, Longmen Grottoes and Shenyang Palace Museum are the top three scenic spots with the fastest growth rate in this year's May Day golden week.

It is worth mentioning that with the improvement of people's consumption level, their consumption scenes are gradually changing from "day" to "night", realizing comprehensive coverage. Consumers are willing to explore the streets and landscapes of the city at night and find the other side of the city; They are also willing to look for "late night canteens" in alleys and alleys; Nightclubs, bars and other traditional "night economy" for young people, is an indispensable factor. Among the popular tourist cities, Chongqing, Changsha and Guangzhou have become the representative cities for night tourism. Among them, Chongqing Liangjiang tour, Xiangjiang cruise ship Juzhou star, Pearl River night tour and other entertainment experience are more popular.

#07

Destination operation needs high standard and standardization

China's tourism industry has experienced decades of development, the dividend of tourism resources has gradually faded, and competition has become the main theme of the market. If you want to stand out in the fierce market competition, the tourism destination competition is the comprehensive competitiveness. The external core competitiveness is resources, content, channel and brand, and the internal competitiveness is talent, organization and operation. Only by combining internal and external forces can the final brand image and brand equity of a tourism destination be formed. In the Internet era, brand strategy is the most important strategy of tourism destination and the most important asset of brand equity destination. In April 2021, the "Sanya sea urchin incident" caused a sensation in the cultural and tourism circles. After the incident, there are different opinions on the Internet, and each has its own reason. Some netizens call "Sanya is really unjust this time", but some objective and calm netizens put forward their views. If sea urchins are really thin in this season, why don't they explain in advance or why they are still at a high price of 228 yuan? Some netizens say that prices in Sanya are already high, handling sea urchins is complicated, and the cost of high-end hotels is high.

The event ended with "regional cultural differences" and "door-to-door apology". Although the official survey states that sea urchins are genuine materials, it is difficult to offset the indignation of many netizens about the "tourism chaos". Some netizens even said, "Qingdao doesn't eat shrimp, Hangzhou doesn't have haircuts, northeast doesn't see snow, Hainan doesn't eat gall.".

As a cultural and tourism destination operator, to look at the world coldly, we need to understand that behind the events is that the destination operation has entered the era of fine, standardized and high standard management. Only when the word of mouth is established in the daily management bit by bit, can we take precautions. No matter whether the sea urchin has the gall or not, Hainan must have the gall, and the culture and tourism industry must also have the responsibility to promote the high standard and standardized management of operation. Looking forward to the future, destination operation in the new era, only in accordance with the new pursuit of the market and new changes in consumption patterns to seek innovation, is the hope, is the way out.