Economic Focus
The summer holiday tourism season has once again proven to be a bustling period, with a surge in inbound tourism, county tours, and educational tours, among other highlights. This year, a variety of new cultural and tourism supplies have emerged, offering consumers unique and enriching experiences.
A flourished tourism market
This summer, the tourism market has seen a robust demand, with both domestic and international travel experiencing significant growth. According to multiple travel platforms, the market has witnessed a continuous increase in the supply of high-quality tourism products, resulting in a proliferation of new formats, models, and scenarios. These developments have not only satisfied the diverse and personalized travel needs of tourists but have also fueled market热度 and generated new growth points.
Inbound tourism and county tours
The inbound tourism sector has seen a rapid increase, with county tours becoming a notable highlight. Taking advantage of the last few days of the holiday to bring the kids for a research and learning experience was very meaningful, said Wang Boyu, a tourist from Jinan, who visited the Cultural Museum in Qingyun County, Dezhou City, Shandong Province. Qingyun County has developed eight research and learning bases and launched a series of tourism products, leading to a significant increase in tourist arrivals during the summer holidays.
Family tours and parent-child tours are at their peak during the summer holidays, with research tours, RV tours, and chartered car tours becoming popular choices. According to Ctrip data, parent-child groups accounted for 35% of all summer holiday bookings. The overall car rental orders increased by 22% year-on-year, with RVs, which combine transportation and accommodation, becoming a popular choice for families. On the Ctrip platform, 49% of new RV customers were families, with 65% of RV自驾 users being parent-child families. The number of research tour bookings increased by 175%, with domestic research tours doubling.
Sports and cultural integration
This summer, the Paris Olympics have led to sports + tourism becoming another popular choice. According to Meituan data, from July 1 to August 27, the national sports-related order volume increased by 230% year-on-year, with consumers aged 20-35 accounting for over 70%. Ctrip data shows that during the Olympics, the number of orders for trips to Paris increased by 129%, driving a 170% increase in European car rental orders.
The integration of tourism with more industries has led to the continuous enrichment of new formats, models, and scenarios. In Ningxia’s Liupanshan National Forest Park, a summer music festival brought a delightful audio-visual experience to tourists. As night falls, the Shanghai Urban Lawn Music Square is illuminated, with classical and popular music alternating. This summer, the national performance market has been highly popular, with some performance venues becoming travel destinations. On the Ctrip platform, summer performance tourism products increased by 70% compared to the previous two months.
Cultural tourism and popular IPs
Museums have also become a hot spot for summer travel. Ctrip data shows that the number of visitors to domestic museums increased by a double-digit percentage compared to last year. The Beijing Grand Canal Museum launched the Unveiling the Ancient Shu Civilization – Sanxingdui and Jinsha exhibition, with an average daily visitor volume of 16,000 during weekdays and over 33,000 on weekends. The Shanghai Museum’s Pyramid Summit: Ancient Egyptian Civilization Exhibition has been well-received, with 200,000 early bird tickets sold out quickly.
The cultural flavor of tourism has become more pronounced, with popular IPs related destinations receiving increased attention, and consumer vitality accelerating. The Ministry of Culture and Tourism has introduced a series of characteristic cultural and tourism activities, new consumption scenarios, and welfare measures. Preliminary statistics show that thousands of cultural and tourism consumption activities were held during the summer holidays, with welfare measures such as discount coupons, ticket price reductions, consumption discounts, and discount packages introduced.
Conclusion
This summer has been marked by a deepening integration of cultural and tourism development, with an increasing focus on cultural connotation and in-depth experiences. The tourism market has been vibrant, with new supplies bringing fresh experiences to consumers. The Ministry of Culture and Tourism continues to work on enriching consumption welfare activities, improving the quality of cultural and tourism products, and optimizing the consumption environment to meet diverse consumer needs and play a positive role in promoting economic growth and improving people’s lives.
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