This year's Qingming holiday (6/0-0/0) unexpectedly "went out of the circle" under the background of no holiday, and multiple needs such as ancestor worship, flower appreciation, and cross-border travel have increased, giving rise to trends such as "blocking mountains" and "village tours".
Based on the data of the two major OTA (online travel) platforms of Ctrip and Qunar, the reporter of "Daily Economic News" found that young people's "annual vacation" off-peak travel and "new silver hair" have become the two main consumption forces of the Qingming holiday, and the demand for long-term travel and cross-border travel has increased significantly, and the popularity of rural tourism and mountain scenic spots is high, and the three-day holiday tourism market has shown a strong momentum of "off-season".
Favorable policies will further unleash consumption potential. The "Special Action Plan for Boosting Consumption" encourages paid annual leave and small and long holidays to be taken consecutively, and promotes the implementation of "flexible off-peak leave". This year's "spelling leave" model, which is a flexible combination of Qingming holiday and annual leave, has become a popular choice for workers.
Qunar data shows that air ticket bookings in popular domestic cities during the Qingming holiday this year increased by 10% year-on-year, and hotel bookings increased by double digits. Young people extend their vacations through the "annual leave + Qingming" holiday model, driving the growth of long-distance travel. Popular destinations include Beijing, Shanghai, Chengdu and other cities, with the Yangtze River Delta region being the most popular.
In addition to young people, the elderly group is also breaking the tradition of "off-season travel" and becoming the fastest-growing group in the Qingming tourism market. Qunar data shows that the number of hotel orders for the elderly increased by three percent year-on-year, the largest increase. The transformation of scenic spots for the elderly has been accelerated: Taishan has introduced "mountaineering assistance robots", silver tourist trains are equipped with blood pressure monitors, and Ningxia Zhongwei tourist buses have been equipped with emergency call devices.
The family travel model is also being reimagined. Both Ctrip and Qunar have observed an increase in bookings for "young + old" travel with the elderly. Young people are responsible for itinerary planning, and elders share life wisdom, forming a "two-way healing" co-travel ecology. On social platforms, "taking parents to see the world" has become a hot topic.
Ctrip data shows that the number of rural tourism orders during the Qingming holiday increased by 2% year-on-year, and the three major themes of folk customs, flower appreciation, and ancient towns are hot. The float dragon dance and Qingming kueh production of Tulou in Zhangzhou, Fujian Province attract more than seventy percent of young tourists; The Luoyang Peony Festival and the Nyingchi Peach Blossom Festival have driven double-digit growth in search popularity. Through activities such as silkworm fairy parades and drama experiences, the search volume in Wuzhen has increased by more than 0 times.
It is worth mentioning that Qingming superimposed spring outing, many tourists choose to climb the mountain for vacation, this year's Qingming holiday "blocked mountains" instead of "traffic jams" has become a new phenomenon, and a number of mountain scenic spots issued current restriction tips. Ctrip data shows that the price of hotels around some mountain scenic spots increased by 80%~0% month-on-month, and the search volume of scenic spots such as Wutong Mountain in Shenzhen and Qingcheng Mountain in Chengdu increased by more than 0%.
這股熱潮也帶動了當地酒店價格上升。攜程數據顯示，清明假期期間，天柱山景區周邊酒店均價環比前一周上漲28%，景區所在的潛山市酒店均價環比上漲近四成；青城山景區所在的都江堰市酒店均價環比前一周上漲39%；武夷山天游峰景區周邊酒店均價環比前一周上漲近20%。
The interaction between culture and tourism in the Guangdong-Hong Kong-Macao Greater Bay Area is particularly active According to Ctrip data, the number of inbound orders from Hong Kong residents increased by 100% year-on-year, and overseas Chinese hometowns such as Shenzhen and Dongguan have become popular places to find their roots by virtue of ancestral hall culture and food. Orders from mainland residents to Hong Kong increased by more than 0%, with attractions such as the M+ Museum and the Peak Tram gaining popularity.
In terms of overseas markets, the cherry blossom season in Japan and South Korea attracted a large number of tourists, and Jeju Island saw a 30% increase in orders due to the hit Korean drama "Bitter Mandarin Orange Comes to Meet You", and the "film and television + tourism" effect was significant. Ctrip Research Institute pointed out that the "solar term + cultural tourism" model is becoming a starting point for innovation, which not only starts cultural inheritance, but also injects new momentum into traditional tourism.
National Business Daily