Although the spring semester has been the shortest, the summer vacation time of domestic primary and secondary school students has not been "shrunk" too much. The lifting of the ban on inter-provincial group travel has greatly boosted the confidence of both supply and demand in the summer tourism market. Tongcheng Travel recently released the "2020 Summer Resident Travel Trend Report" (hereinafter referred to as the "Report"), which analyzed the travel demand trend of residents from July to August this year.
Summer weekend tours are the most popular, accounting for more than 40% of the weekend passenger flow in major scenic spots.
The "Report" cultural tourism big data forecast from Tongcheng Travel shows that from July 13 to August 31 (primary and secondary schools in most cities across the country Summer vacation time) is the peak tourism season in the summer of 2020, and the most popular type of travel is peripheral travel. Judging from the changing trend of passenger flow in major tourist attractions across the country throughout the summer, almost every weekend is the peak tourist flow in the scenic spot. Judging from specific data, Saturday and Sunday accounted for 22.5% and 23.2% of the weekly tourist flow in the surrounding area, which is basically equivalent to twice the level of daily passenger flow.
Data from the "Report" shows that the peak weekend passenger flow in major tourist attractions across the country during the summer is mainly dominated by local residents and surrounding independent tourists. At the same time, the resumption of inter-provincial group tours will also bring some out-of-town tour groups to some popular scenic spots. passenger flow. In terms of popular travel themes, based on the demand patterns in previous years and the special circumstances of this year, it is expected that humanities and history, zoos, theme parks, mountains, water world/water parks, aquariums, museums, tourism performances, etc. will be the more popular travel this summer. theme. In order to boost consumer confidence in summer cultural tourism, many scenic spots have launched various ticket discounts and have made great efforts in product innovation in the park.
Sichuan Ya'an Bifeng Gorge Scenic Area has thematic attributes such as ecology, parent-child, and summer vacation. It is one of the popular scenic spots in Sichuan every summer. Chen Yong, deputy general manager of the Bifeng Gorge Scenic Spot in Ya'an, Sichuan, said that this summer the scenic spot is mainly focused on parent-child and summer vacation tourists. For the summer parent-child tourists, special animal science class activities have been launched at the scenic spot zoo, and there is also a fun summer vacation season for parents and children. themed activities. Chen Yong judged that parent-child tours this summer will mainly focus on preschool children, and the design of parent-child projects in scenic spots will also fully consider the needs of younger children for fun and science. According to Chen Yong, the zoo in the Bifengxia Scenic Area waives admission fees for medical staff and their children, spouses, and parents during the summer. People's police (including auxiliary police) and tourists whose zodiac sign is rat also waive admission fees. Medical staff I can also enjoy free admission to scenic spots (sightseeing fares need to be paid separately). In addition to regular tour projects, Bifeng Gorge Scenic Area will also develop night tour projects including light shows, food festivals, beer festivals, etc. during the summer.
Liu Min, marketing director of Hangzhou Wildlife World, said that the tourist attraction where he is located is still dominated by parent-child tourists during the summer, mainly local tourists. Affected by the international epidemic, summer outbound travel consumers have returned to the domestic market, and the overall situation is relatively optimistic. In order to welcome the summer peak season, Hangzhou Wildlife World has launched a 25% discount on tickets.
In terms of summer product innovation, Luzhou Happy Beach Park also has many new initiatives. According to Li Xin, the operations director of Luzhou Happy Beach Park, some targeted projects and marketing activities were carried out during the summer for couples, families, and parents and children. For example, the Heat Wave Electronic Music Festival, the Beach Gold Rush Battle, and the Children's Parent-Child Show etc., night tours of the scenic spot will be open as normal, and night beach light shows, water trapeze performances, and beach performances will also be added.
In accordance with the latest policies of the Ministry of Culture and Tourism, indoor projects in tourist attractions in various places can resume opening under the condition of ensuring safety, which will drive the recovery of demand for indoor projects such as summer aquariums, museums, and science and technology museums. Yu Yongli, manager of the marketing department of Qingdao Underwater World, said that it will launch a special subsidy event in conjunction with UnionPay Cloud QuickPass during the summer. Tickets with an original price of 150 yuan will only cost 75 yuan after the discount, which is equivalent to a half-price discount. At the same time, there will also be discounts for nightclub projects. .As an attraction with mainly indoor projects, Qingdao Underwater World will strictly implement time-sharing reservations to control passenger flow in the scenic area during the summer, conduct body temperature tests on all people entering the scenic area, set up temporary isolation points, and disinfect the scenic area regularly and at designated points.
Sanya tops the list of popular destinations, and self-driving tours to the west are the first "unpopular" summer routes.
Travel data from Tongcheng Travel and vacation big data from Tongcheng International Travel show that the focus of this summer vacation is still on summer vacation, family activities Mainly water, seaside islands, etc., the more popular destinations are: Sanya, Guiyang, Chengdu, Xi'an, Guilin , Lijiang, Changsha, Lhasa, Xiamen, Harbin, etc.
The epidemic has had a certain impact on people's summer travel preferences. The situation of "gathering together" in traditional popular destinations has changed. Some "unpopular" destinations in provinces with rich tourism resources are expected to become new choices for people's personalized summer travel. The "Report" based on Tongcheng International Travel's vacation big data gives the niche destinations that may be more popular this summer, such as Qinghai Ganair Lake, Aiken Spring (Devil's Eye), Xinjiang Zhaosu , Taklimakan Desert Highway and other niche destinations suitable for summer self-driving tours in the west, as well as "unpopular" routes in traditional popular destinations such as Yunnan Fugong, Heshun, Hainan Riyue Bay, and Nanyan Bay.
The demand for summer parent-child tours and study tours focuses on domestic destinations
In recent years, parent-child tours and study tours for children under the age of 12 have always been the highlight of the summer tourism market, but this year, big changes have taken place. The "Report" combines industry interviews and analysis of Tongcheng Travel's big data and believes that this summer's demand for parent-child travel and study tours will fully focus on domestic destinations, and the demand for localized routes will increase to a certain extent compared with previous years. The more popular long-term parent-child travel and study destinations include: Shanghai, Hangzhou, Sanya, Xiamen, Qingdao, Dalian, Xi'an, Nanjing, Guangzhou, Chengdu, etc. In addition, parent-child routes with desert, grassland, etc. themes in the western region are also popular.
Zhou Zhongwei, CEO of domestic tourism at Tongcheng International Travel, said that the lifting of the ban on cross-provincial group tours is exciting news. It is expected that destinations such as Xinjiang, Inner Mongolia, Tibet, Sichuan, Yunnan, Hunan, Guangxi, and Hainan will become long-term group tours in the summer. popular routes. He believes that this summer, domestic family travel destinations, study bases, and summer camps will have the opportunity to take on some of the market demand converted from outbound family travel and study tours. The route structure will mainly be short- and medium-distance, and the high-speed rail mileage will be 3 hours. Lines within range will be more popular.
Mou Xuemei, general manager of Lijiang United Holiday Travel Agency Co., Ltd., believes that since the summer vacation is shorter than in previous years, parent-child travel and study tours this summer will mainly be domestic short-distance travel, and some cost-effective parent-child routes will be more popular. Wang Qunfu, vice president of Guizhou Tianyue Travel Agency Co., Ltd., believes that surrounding parent-child vacation routes that feature closeness to nature will become a hot spot for parent-child travel this summer.
Li Peng, marketing manager of Hainan Kangtai Tourism Co., Ltd., believes that because the overall cost of tourism products is higher than in previous years, this year’s summer family travel consumers pay more attention to quality in hotel and other choices. In terms of product categories, small packages, RVs, free Products with such a high degree of safety will be more popular.
Zhang Yu, general manager of Chengdu Anxin Ditu Travel Co., Ltd., also believes that this summer’s parent-child travel will mainly focus on travel within the province and surrounding areas. The specific demand may be more towards leisure vacations. In previous years, the demand for summer camps that focused on education may be will be relatively reduced.
Huang Xuefei, marketing manager of Hainan Golden Yefeng International Travel Service Co., Ltd., said that as Sanya is a popular destination for family travel this summer, hotels with island and parent-child themes like Atlantis will be very popular. In arranging parent-child projects, family participation will be more valued.
"Report" believes that the lifting of the ban on inter-provincial group tours and the increase in the passenger flow limit of tourist attractions will greatly stimulate the rebound of the summer tourism market. Industry insiders also generally believe that this year's summer tourism season may have recovery growth that exceeds expectations, but There have been some changes in requirements. At the same time, safety remains the first priority during the summer travel season under normalized prevention and control measures. "With the current domestic epidemic situation recovering well, tourism companies still need to do a good job in epidemic prevention and control, provide safety guarantees for cross-provincial group travel itineraries with strictly standardized service processes and standards, and create safe travel routes for tourists across the country." Zhou Zhongwei, CEO of domestic tourism at Tongcheng International Travel, said.
Xiaoxiang Morning News reporter Zhu Qing
[Source: Xiaoxiang Morning News]
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