The supply and demand of the cultural and tourism market are thriving, and the consumption of cultural and tourism is recovering strongly. The number of domestic tourism trips and tourism revenue have increased significantly year-on-year; Accelerating the recovery of medium and long term travel, promoting the popularity of self driving outdoor travel, and accelerating innovation in the integration of culture and tourism... During this May Day holiday, cultural and tourism consumption has presented brilliant results, reflecting the vibrant vitality and huge potential of China's consumer market, and also witnessing the strong internal driving force of China's economy.

In the past May Day holiday, the number of tourists received by many tourist attraction across the country reached a peak. According to the data center of the Ministry of Culture and Tourism, the total number of domestic tourism trips is 274 million, a year-on-year increase of 70.83%; Realized a domestic tourism revenue of 148.56 billion yuan, a year-on-year increase of 128.90%.

The acceleration of demand upgrading and continuous innovation in supply have led to the emergence of many new highlights in cultural and tourism consumption during the May Day holiday.

The popularity of cross city and cross province tourism with a distance of over 300 kilometers has significantly increased

Accelerated recovery of medium and long term travel

During the May Day holiday, inter provincial mid to long term tours, peripheral tours, and popular scenic spots will operate at a high level. The number of domestic tourism trips has exceeded the level of the same period in 2019, with travel distance and consumption activity reaching historic highs. The tourist travel radius and destination leisure radius have both increased, and the popularity of cross city and cross province tourism over 300 kilometers has significantly increased.

According to data released by Ctrip, the average travel radius of users during the May Day holiday has increased by 25% compared to the same period last year, reaching the highest value in nearly four years. Among them, the average distance traveled by plane is 1638 kilometers, which has basically recovered to the same level as in 2019. The travel distance of high-speed rail has also significantly increased, with an average one-way travel distance of 389 kilometers for users, returning to 80% in 2019.

According to data from Meituan and Dianping, the peak ticket order volume of domestic scenic spots in the first three days of the May Day holiday increased by 78% compared to this year's Spring Festival holiday, and the accommodation order volume for long-distance travel increased by over 40% compared to 2019. In the first three days of the holiday, the proportion of consumption by remote users on the Meituan platform increased by about 10 percentage points compared to 2019.

According to data from the same trip, from April 29th to May 1st, the daily booking volume of transportation, hotels, and scenic spots exceeded the peak daily booking volume during the Spring Festival holiday. Among platform car orders, cross city travel orders have increased by 103% compared to the Spring Festival, and orders over 300 kilometers have significantly increased.

Peng Han, Director of the Strategic Research Center of Ctrip Research Institute, believes that compared to the previous two years of holiday tourism mainly focused on local and peripheral tourism, the travel radius of this year's May Day holiday has significantly changed, which to some extent represents the accelerated recovery of tourism consumption confidence.

While the geothermal intensity of traditional hot tourist destinations in China is not decreasing, some niche destinations have attracted the attention of tourists. According to travel data from the same journey, during the May Day period, the popularity of tourism search related to "niche" increased by 172% month on month, while the popularity of tourism search related to "niche" increased by 113% month on month. During the May Day holiday, hotel bookings in third tier and below cities in China increased by over 150% compared to the same period in 2019.

Car travel and outdoor camping related equipment are experiencing a small sales peak

Self driving and outdoor activities are hot

During the May Day holiday, self driving has become the mainstream way of traveling. According to data from Gaode, from April 29th to May 2nd, the total number of times platform users drove to scenic spots increased by 192% year-on-year, with an average daily number of driving navigators increasing by 78% year-on-year, and an average daily number of cross provincial driving trips increasing by 302% year-on-year.

According to Ctrip data, the number of domestic car rental orders during the May Day holiday increased by 574% year-on-year, exceeding 300% compared to the same period in 2019. From the perspective of car rental duration, the average rental period for "May Day" car rental orders is 3-4 days; The number of long-term self driving renters has increased, with orders with a lease term of more than 5 days accounting for nearly 25%, a year-on-year increase of 171%. Cross city withdrawal orders increased by 137% year-on-year.

Self driving travel drives related consumption. JD.com's automotive supplies and services have shown rapid growth, with orders for automotive safety assurance services and cleaning and beauty services increasing by 100% and 90% compared to early April. Sales of automotive travel related equipment such as sunshades, car refrigerators, insulated boxes, and car beds have reached a small peak.

In response to the demand for self driving trips during the May Day holiday, Hemao has launched a variety of products suitable for outdoor camping and can be opened by opening a bag. Among them, lamb leg skewers and lamb skewer sets are the most popular items, with a circumference increase of nearly 10 times.

During the May Day holiday, the weather in most parts of the country was sunny, and outdoor tourism was highly sought after by many tourists. During the May Day holiday, the sales of outdoor tables and chairs at Vipshop increased by 346% year-on-year, and the sales of outdoor camping vehicles increased by 481% year-on-year; The sales of assault suits increased by 167% year-on-year, and the sales of cycling accessories increased by 114% year-on-year.

Various emerging outdoor sports have become a new trend among young people. Camping, cycling, skateboarding, and waist flag rugby have become popular sports for young people, driving the sales of outdoor equipment and professional clothing. In DOW APP, the sales of camping related equipment increased by 60% month on month, the sales of canopy, camp car, outdoor folding chair and stoves increased significantly, and the sales of fishing related equipment increased by 60% month on month. According to data from Lexin's phased LeMall, the sales of outdoor sports such as fishing, cycling, and hiking during the May Day holiday have increased by three times compared to the same period last year, and the sales of fishing equipment have increased by more than ten times compared to the same period last year.

Cultural exhibitions and cultural performances have become a new trend in tourism

Integration of culture and tourism accelerates innovation

During the May Day holiday, the integration of culture and tourism is more evident. Cultural exhibitions, cultural performances, and the national trend have become new trends in tourism. "Travel+performing arts", "Travel+exhibition", "Travel+museum painting" are favored by the market. Various places have launched exhibition like social networking, national style Han suits, cooking tea in a furnace, music fair and other activities. Hotel bookings around concerts and music festivals have increased year on year, and the spillover effect of surrounding consumption scenes has become increasingly obvious.

Wear traditional clothes, visit China-Chic market, and experience traditional culture in depth during the journey... Meituan platform data shows that the order volume related to trendy play has increased by more than 200% compared with the Spring Festival holiday.

Dai Bin, President of the China Tourism Research Institute, believes that during the May Day holiday this year, tourists stay at their destination for longer and have a deep experience in one place; Tourists are increasingly valuing cultural experiences and are more interested in cultural elements such as intangible cultural heritage and immersive performances.

During the May Day holiday, public libraries and cultural centers (stations) at all levels across the country will continue to be open for free, actively exploring the creation of new cultural spaces, and conducting various forms of cultural activities such as immersive experiences.

Approximately 47500 mass cultural activities such as square dance, mass singing, and "village evening" were held nationwide, with approximately 166 million participants. A total of 31100 commercial performances were held nationwide, with a box office revenue of 1.519 billion yuan and approximately 8.6549 million viewers.

According to data released by the Ministry of Culture and Tourism, the popularity of cultural landmarks such as the National Museum of China has not decreased during the May Day holiday. Tickets for the Yantai Midi Music Festival and Beijing Strawberry Music Festival have been sold out. Lijiang holds a simple holiday life festival, creating a new model of "music+cultural tourism+lifestyle". Mount Wuyi launched 10 boutique tourist routes, including the archaeological exploration line of Minyue King City National Archaeological Heritage Park.

The May Day cultural and tourism market is booming, thanks to the joint efforts of supply and demand, "said Wu Ruoshan, Deputy Director of the Cultural and Tourism Policy Research Center at the China Institute of Labor Relations. China's economic development is showing a rebound and positive trend, and various regions have successively introduced relevant policy measures, laying a solid foundation for the release of cultural and tourism consumption demand. The integration of culture and tourism, as well as smart tourism, has given birth to more popular new products, making more people willing to go out of their homes and embrace poetry and the distant world.