Which online celebrity cities have tasted the sweetness during the Qingming holiday？ Revealing the logic behind the popularity of cultural tourism
At 4: 00 pm on April 5, the roadside of Tianjin Fifth Avenue was filled with begonia flowers, and people were crowded under the sea of flowers. Southern reporters and tourists slowly moved their steps and enjoyed the beautiful spring scenery in a crowded way.
Just after the Qingming small holiday, the "everyone" scene that was shoulder to shoulder not only appeared in Tianjin. Southern reporters are concerned that scenic spots all over the country have opened a hot mode in recent days. According to the statistics of the Ministry of Culture and Tourism, there were 119 million domestic tourist trips during the three days of the holiday, an increase of 11.5% compared with the same period in 2019 according to comparable caliber; Domestic tourists spent 53.95 billion yuan on travel, an increase of 12.7% over the same period in 2019. Among them, online celebrity cities like Zibo, Tianshui, Kaifeng and Harbin once again ushered in the peak of passenger flow.
On April 6th, tourists visited Longxing Temple in Zhengding County, Shijiazhuang City, Hebei Province. During the holidays in Tomb-Sweeping Day, people leave their homes and enjoy colorful holidays. Xinhua news agency
Zibo turned red again? Eight overall situation The market is as hot as "5A-level scenic spot"
Fei Wang, a Beijing resident, went into Zi for a barbecue at the wrong peak during the Qingming holiday, but he didn’t expect to meet a bunch of tourists with the same idea.
She told Southern Reporter: "Last year, when Zibo was the hottest, I didn’t find it enjoyable to eat barbecue. I thought that Zibo is not so hot now, and there are fewer people, so I will try it again. As a result, Zibo is still very hot this year. In order to have a barbecue, I queued for two hours. "
Southern Reporter is concerned that during the Qingming holiday this year, Zibo is welcoming the tourism boom again, barbecue shops are crowded, and the "squeezing younger brother" in the eight overall markets is too busy to be soft. In this regard, Mr. Tang, a citizen of Zibo, joked: "The Eight Overall Markets used to be a farmer’s market, but now there are as many people as a 5A-level scenic spot."
According to statistics, during the Qingming holiday, in 2024, Zibo ranked the third in the country in terms of the increase of destination heat, with a year-on-year increase of more than 200%. At the same time, Tianshui, a famous punching place in online celebrity, continues to be hot. The data shows that the number of travel orders in this area has increased by more than 21 times year-on-year; Not long ago, Kaifeng, which was famous for its "Wang Po Media", also became a popular tourist destination for this holiday. It boarded CCTV. According to the data of Kaifeng Cultural Travel, during the Qingming holiday, the booking volume of Kaifeng hotels increased by nearly 10 times year-on-year, and the booking volume of scenic spots tickets increased by more than 3 times. Harbin, which has been visited by many "southern small potatoes" this winter, is on fire again. It is reported that during the Qingming holiday, Madiel popsicles sold more than 40,000 sticks a day.
"online celebrity City" is not a flash in the pan. During the Qingming holiday this year, it once again tasted the sweetness of traffic, which is not only reflected in the visible tourism revenue, but also in the long-term development of a city. Taking Zibo as an example, in 2023, the accumulated funds outside the province in Zibo reached 67.01 billion yuan, an increase of 8.0% year-on-year; 429 new projects with over 100 million yuan were introduced, with a year-on-year increase of 7.8%; 345 new projects with a construction cost of over 100 million yuan were started, of which 240 were introduced in the same year, up by 4.8% year-on-year.
Benefiting from nearby travel, many non-online celebrity cities have become "dark horses"
At 9: 00 a.m. on the second day of the Qingming holiday, there was a long queue of about 30 people at the Xiaoshimo pancake stall near Tianjin Dawangzhuang subway station. A Tianjin resident in line told reporters: "I don’t know what happened these two days. These breakfast stalls are all lined up. I have lived here for many years and I have never seen so many people."
Many Tianjin residents have raised the same question: Why are there so many people in Tianjin these two days?
The Southern Reporter also sent a circle of friends for this breakfast that was queued for a long time. As a result, I didn’t expect to "shake" many acquaintances. Many friends in Beijing said: "Together in Tianjin."
Lu Bing, a primary school teacher who works in Beijing, said: "The Qingming holiday is short, and Tianjin is near, so I came here. Besides, I can’t buy tickets anywhere else. "
Fei Wang also went to Tianjin for breakfast before going to Zibo. She chose Tianjin because of the short time and short distance.
On April 6th, according to Ctrip, during the Qingming holiday, Tianjin ranked first in the list of dark horse destinations in go on road trip, becoming the preferred destination for Beijing tourists. According to the data before the Qingming holiday, the number of travel bookings in Tianjin increased by 231% year-on-year. During the holiday period, the number of tickets for local scenic spots in Tianjin increased by 22.19%. The main domestic tourists came from surrounding cities such as Beijing, Shijiazhuang, Tangshan, Jinan and Baoding, while the popular destinations for Tianjin tourists were Beijing, Jinan, Tangshan, Qinhuangdao and Shanghai.
Like Tianjin, thanks to the "nearby travel", the holiday tourism performance in Jinan and other places in Shandong has also exceeded expectations.
Residents are eager to upgrade their consumption structure, and the cultural tourism industry has become an important engine.
Southern Reporter is concerned that this year’s Qingming holiday has continued the cultural tourism fever since last year, and the consumption of "playing" and "eating" is strong. Consumption, as one of the "Troika" of GDP, the recovery and development of the cultural tourism industry naturally contributed to the steady recovery and development of China’s economy.
Yin Yanlin, member of Chinese People’s Political Consultative Conference and deputy director of the Economic Committee, said in an interview with Southern Reporter that the cultural tourism industry has become an important economic growth point from a national perspective. This is a trend phenomenon in the development of cultural tourism industry, and it is also a reflection of the upgrading of residents’ consumption structure.
"At present, tourism has become a way of life and a life experience for people. The development of cultural tourism is not only the cultural tourism resources, but also the resources of the whole city." Recently, at the press conference of the State Council Office, Shen Lei, member of the Standing Committee of Tianjin Municipal Committee and Minister of Propaganda Department, told Southern Reporter that in order to adapt to the comprehensive arrival of the mass tourism era, Tianjin should make overall plans for the supply of cultural tourism products, urban management services, publicity and promotion, and create a cultural tourism destination with distinctive characteristics.
At present, residents’ tourism cares more about the sense of experience. But did everyone have a good time? According to the report of China Macroeconomic Forum (CMF) of Renmin University of China in the first quarter CMF)2024, as far as "playing" is concerned, it can be said that the enthusiasm is very high, but it is still dominated by "poor travel". No matter from the data of the number of tourists published by the Ministry of Culture and Tourism, or the recent phenomenal events such as "Harbin fever", you can feel the heat of tourism; However, the recovery degree of tourism expenditure/tourism income is not as good as that of the number of tourists.
There are also opinions that people don’t have much money in their pockets at present, and they want to travel but don’t want to spend too much, especially young people, who care more about the experience of life, even if they have no money, they have to travel badly.
In this regard, Yin Yanlin suggested that in accordance with the requirements of the government work report, we should further implement the paid vacation system, implement standards improvement actions, promote the continuous improvement of the quality of related goods and services, and better meet the needs of the people to improve their quality of life.