The local epidemic in China has repeatedly had a strong impact on the Sanya tourism market during the summer，Sanya will usher in the traditional peak season travel peak during the 2021 National Day holiday，SanyaMunicipal Tourism Promotion Bureau combines big data platform and tourism statistics，Discovered through analysis and research，Tourists traveling during the National Day holiday showed great enthusiasm for duty-free shopping on outlying islands、Favor surrounding tours and one-day tours、Prefer high-end hotels and new attractions、Features such as further shortening of booking cycle。

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(1) Actively carry out online precision marketing activities

Before the holiday，around“National Day holiday，Have a wave in Sanya”'s topic，SanyaThe Municipal Tourism Promotion Bureau continues to carry out a series of promotion work。In terms of linkage between tourism-related enterprises，Conducting Sanya tourism market information for more than 400 domestic mainstream tourism-related companies、Publicity and promotion work on epidemic prevention policies and other aspects，Timely dissemination of the latest trends in Sanya’s tourism market。In order to achieve“Where has the epidemic recovered?，Where to promote Sanya tourism?”，SanyaMunicipal Tourism Promotion Bureau conducts research and analysis based on market data、Keeping a keen eye on the epidemic prevention and control status in various places，For Beijing、Sichuan and Chongqing、Jiangsu、Hubei、Broadcasting in key areas such as Hunan、Outdoor advertising、News Communication、Multiple coverage by mainstream public accounts of urban life，Reach different media audiences。Among them，Chongqing Guanyin Bridge naked-eye 3D giant screen advertisement has topped the list of hot searches in Chongqing。Also，SanyaThe Municipal Tourism Promotion Bureau also actively cooperates with the official accounts of millions of fans in major tourist source cities to release Sanya tourism information，Content covers scenic spots、Hotel、Food、Tax-free shopping、Marine sports, etc.，Relevant publicity covers Beijing、188bet online sports betting Shanghai、Changsha、Wuhan、Xi’an、Hangzhou、Foshan、There are about 10 million public account subscribers in Liuzhou and other cities。

(2) Cooperate with Ctrip Group to hold large-scale live broadcast events

This golden week’s promotional activities are full of highlights。Warming up the National Day market，Sanya&ldquo jointly organized by the Municipal Tourism Promotion Bureau and Ctrip Group;Ctrip Super Destination -- Sanya Exclusive”Live event，Attracted more than 10.6 million views，The overall transaction volume (GMV) of the event exceeded 18 million yuan，Increased the National Day Golden Week tourism market share in advance。Also，SanyaThe Municipal Tourism Promotion Bureau also launched the“Travel should be in Sanya，National Day koi drawing activities will not stop”，Issuing an invitation to visit Sanya during the National Day to netizens across the country。During the event period，Netizens who participate in the event will have the opportunity to receive an 888 yuan National Day koi gift pack、100 yuan air ticket coupon available for immediate use、Several types of event gift packages including 50 yuan off large general coupons for purchases over 500，Netizens only need to participate online，Complete event tasks to get lucky draw opportunities，At the same time，Tourists only need to post notes on the designated topic of #游Benbensanya# in the Ctrip community，You also have the opportunity to share 60,000 yuan in cash。

(3) Offline promotion activities accelerate the warm-up of the National Day market

SanyaMunicipal Tourism Promotion Bureau before National Day，We have held&ldquo in Hangzhou and Shanghai.;National Day holiday·Have a wave in Sanya”Offline tourism industry and public promotion meeting，Traveling for National Day、Family-child tour、Beautiful countryside、Red line、Bring themed tourism preferential products such as duty-free shopping and night economy to travel agents and tourists，Received enthusiastic response from travel agents and tourists。

2. Analysis of tourism market characteristics

(1) Tourists are enthusiastic about duty-free shopping on outlying islands

According toSanyaMunicipal Tourism Promotion Bureau data platform display，33 departures from Sanya Phoenix Airport from October 1st to 7th.36% of tourists purchased duty-free items from offshore islands，An increase of nearly 10 percentage points year-on-year。Among them，Young people aged 18-35 account for up to 66%，Decreased by 4 percentage points year-on-year；Middle-aged customers aged 35-50 account for 26%，Up 3 percentage points year-on-year；The proportion of customers over 50 years old and young people under 18 years old is basically the same as the same period last year。This year’s National Day duty-free shopping among young and middle-aged customers will continue to play a "new role";Main force&188bet app download rdquo;Function，But with the increase in the richness of duty-free categories and the convenience of shopping on outlying islands，The tax-free consumer customer base is gradually expanding to all age groups，Duty-free shopping has gradually become the &ldquo of Sanya tourism;Standard configuration”。

Judging from the distribution of duty-free shopping customers，Guangdong、Beijing and Shanghai rank among the top three in terms of number of shoppers。Judging from the proportion of shoppers traveling out of Hong Kong，江、Zhejiang、Tourists from Shanghai and three places are most enthusiastic about duty-free shopping，Among the top 10 shopping destinations，The ratio of duty-free shopping tourists to departures from the above three places is significantly higher than the overall average，reached 38 respectively.2%、38.1% and 35.6%。

From the perspective of regional pulling effect，Sanya Haitang Bay Duty Free City Lingshui around the east line of Hainan Island、Baoting、Wanning and other tourist destinations have exerted a strong radiation effect，Attracts tourists who stay in hotels or B&Bs in surrounding areas to come to Sanya to enjoy the tax-free shopping discounts and rich products，In turn, it promotes the high growth of Sanya’s one-day tour market。

(2) The peripheral travel and self-driving travel markets are very popular

1. Under normalized epidemic prevention and control，Peripheral tours are favored by residents in the province

In the post-epidemic travel era，Tourists prefer safe and convenient surrounding tours。The "2021 Tourism Big Data Series Report (National Day)" released by Mafengwo (hereinafter referred to as ";Mafengwo Report”)display，Tours within and around the province are very popular across the country，Tourists are more willing to explore travel experiences around the city。SanyaMunicipal Tourism Promotion Bureau data platform display，The total number of existing tourists increased significantly during the National Day。Among them，On the first day of the National Day holiday (October 1), the number of tourists in the province surged nearly 40% month-on-month，A month-on-month increase of nearly 24% on October 2。Provincial tourists account for about one-third of the overall tourist volume during regular periods，However, the growth rate of tourists within the province during the first half of the National Day holiday greatly exceeded that of tourists from outside the province。The surrounding tourist groups, mainly tourists from within the province, have strongly boosted the growth of the total number of existing tourists in Sanya。

2. The Hainan island-circling high-speed railway provides holiday travel convenience for residents in the province when visiting Sanya

2021 National Day holiday (September 30-October 6) Sanya inbound and outbound passengers 64.160,000 people，Decreased by 12% year-on-year.54%，Among 188bet online sports betting them: Sanya Phoenix Airport inbound and outbound passengers 35.020,000 people，16 year-on-year decrease.95%；Train station (Sanya Station、Phoenix Airport Station、Yazhou Station、Yalong Bay Station) Passengers entering and leaving the station 29.Decreased by 6 year-on-year，Decreased by 6 year-on-year.57%。National Day Holiday 2021，The proportion of inbound and outbound passengers at Sanya Airport and Railway Station is 5.5:4.5，Compared to the National Day and Mid-Autumn Festival holiday in 2020 5.8:4.Proportion of 2，The proportion of passengers arriving in Sanya by high-speed train has increased significantly this year，Especially during the peak arrival period from September 30th to October 2nd，In the case of a slight year-on-year decrease in the number of incoming passengers at the airport，The number of passengers arriving at the railway station has exceeded the level of the same period last year，Achieved positive growth，High-speed rail travel has become an important mode of transportation for tourists in the province to travel to Sanya during the National Day holiday。

3. Sanya ranks first among the most popular destinations for self-driving people on Ctrip’s platform

Self-driving travel has become a more mainstream way of traveling in recent years due to its convenience and flexibility，With the normalization of epidemic prevention and control, it also brings a stronger sense of travel security to tourists。On the other hand，Warm and comfortable climate、Internet celebrity coastal road trip is also an important reason why Sanya self-driving tour is popular。

October 7，Ctrip released the "2021 National Day Holiday Travel Summary Report" (hereinafter referred to as ";Ctrip Report”），Sanya ranks first among the most popular destinations for self-driving people，Haikou ranks third。At the same time，Mafengwo report display，During National Day“Self-driving”Search popularity increased by 150%，“Hainan self-driving”Becomes a popular search term for self-driving。

SanyaMunicipal Tourism Promotion Bureau data platform display，The proportion of tourists who moved to Sanya by car from September 30 to October 6 increased by about 2 percentage points compared with the same period last year。The number of cars moving in on the first day of the National Day holiday increased by approximately 11% compared to the previous day，The number of people on the second day increased by 18% compared with the previous day，Exceeds the month-on-month increase in immigration by air。

Displayed based on sample survey data，The average occupancy rate of tourist hotels in the city during the National Day holiday in 2021 is 66.70%，Decreased by 9 year-on-year.67 percentage points，The average occupancy rate of tourist hotels in Yalong Bay and Haitang Bay areas, where high-end 188bet app hotels are concentrated, is 81 respectively.09% and 79.04%，Compared to the same period last year，The market popularity is basically the same，And much higher than the city average。Affected by the epidemic，Sanya Bay、The occupancy rate of tourist hotels in Dadonghai and urban areas declined year-on-year。

Affected by the epidemic，Sanya scenic spots during the National Day holiday in 2021、Coconut level rural tourist spots received a total of 57 tourists.520,000 people，30 year-on-year decrease.70%。In natural landscape、Vacation and leisure、Among the four scenic spots categories: theme entertainment and rural tourism，The natural landscape category has the largest year-on-year increase，Reception volume increased by 37% year-on-year from September 30 to October 6，The West Island increased by 40% year-on-year，Phoenix Ridge increased by 318% year-on-year。In recent years，Xidao fully integrates red culture、Coral Culture、Fishing Village Culture and Island Culture，Formed a unique B&B、Cultural and creative products and a number of new tourist attractions such as maritime study rooms，Bringing new vitality to traditional scenic spots。With the gradual completion of the upgrading and renovation work of Sanya Phoenix Ridge Everyotherland Scenic Area，During the National Day, this scenic spot mainly focuses on night tour products，Using new gameplay to drive explosive growth in tourist flow in scenic spots。

(5) Tourist travel decision-making cycle is further shortened

SanyaMunicipal Tourism Promotion Bureau data platform display，31% of passengers chose to book flights 1-3 days in advance between September 30 and October 6，A year-on-year increase of 6 percentage points；30% of passengers book tickets 4-days in advance，12 percentage points year-on-year increase；Only 35% of tourists booked more than 7 days in advance，A significant decrease of 17 percentage points year-on-year。Temporary travel has become an important feature of tourists traveling during the National Day holiday。

According to Ctrip report，The number of air ticket bookings in the week before National Day this year increased by 161% compared with the previous week，Significantly exceeding the 78% month-on-month increase in bookings in the week before the National Day holiday last year and the previous week。Affected by the epidemic and travel policies，Tourists’ travel decision-making cycle has been significantly shortened，Compared to previous years, flights are usually booked about half a month before National Day，This year most tourists complete their flight bookings one week in advance。

SanyaMunicipal Tourism Promotion Bureau data platform display，Among tourists arriving at Sanya 188bet app Phoenix Airport from September 30th to October 7th，Young customer group (18-35 years old) accounts for 46%，Customer group under 18 years old accounts for 15%，Middle-aged tourists (35-50 years old) account for 21%，Customer group over 50 years old accounts for 19%，The customer base structure is basically the same as last year’s Mid-Autumn Festival and National Day Golden Week，Young customers still occupy a dominant position。