"Statistical Report on the Development of China's Internet" began in November 1997，is one of the most authoritative Internet development data reports issued by the China Internet Network Information Center (CNNIC) (hereinafter referred to as the "Report") 。

The "Statistical Report on China's Internet Development" defines online travel booking as: online ticket booking、Hotel、Train tickets and travel vacation products，Online travel booking and related data in the statistical report，We can analyze the development trajectory and characteristics of China’s online tourism in recent years from one aspect，Predict future development。

Let’s first look at the relevant data from December 2018 to June 2022:

As of December 2018，The number of online travel booking users in my country reaches 4.1 billion，An increase of 34.23 million compared with the end of 2017，Growth of 9.1%，Accounting for 8.49 out of 285.1 billion Internet users.5%。

As of June 2019，The number of online travel booking users in my country reaches 4.1.8 billion，An increase of 8.14 million compared with the end of 2018，Accounting for 8.48 out of 5.4 billion Internet users.9%。

As of March 2020，The number of online travel booking users in my country reaches 3.7.3 billion，37.05 million less than the end of 2018，Accounting for 9.0.4 billion Internet users as a whole 41.3%。

As of December 2020，The number of online travel booking users in my country reaches 3.4.2 billion，Decreased by 30.52 million compared with March 2020，An increase of 55.96 million compared with June 2020，Accounting for 9.34 out of 8.9 billion Internet users.6%。

As of December 2021，The number of online travel booking users in my country reaches 3.9.7 billion，An increase of 54.66 million compared with December 2020，Accounting for 10.38 out of 3.2 billion Internet users.5%。

As of June 2022，The number of online travel booking users in my country reaches 3.3.3 billion，64.6 million less than December 2021，Accounting for 10.31 out of 5.1 billion Internet users.6%。

You can see the impact of the new coronavirus epidemic，Online travel booking users have declined since the March 2020 statistical period，Online travel booking users by June 2022 3.3.3 billion，Decreased by 20 from June 2019.33%。At the same time, the total number of Internet users is still growing，Growth rate is 23.07%，As a result, the proportion of online travel booking users among netizens has increased from 48.9% down to 31 in June 2022.6%，Falled nearly 20 percentage points。

Horizontal comparison of the impact of the COVID-19 epidemic on the user scale of various Internet applications is more intuitive，Judging from the latest statistical data for June 2022，The number of online travel booking users decreased by 16% compared with December 2021.3%，Ranked last among all types of Internet applications in terms of growth rate，The second to last is the number of online ride-hailing users in the same travel sector，Down 10.5%。

Take 2019 as the mark period，The following 2020、Online travel booking data in 2021 and 2022 188bet sports betting app download can be said to be volatile and downward，Gloomy and gloomy，Unspeakable suffering。And“It’s advisable to take a broad view”，If you look back three years, the data is as follows:

As you can see from the chart above，Period from 2016 to 2019，Online travel booking users are growing rapidly，Online travel booking users in June 2019 4.1.8 billion people，reached historical peak，58 more than June 2016.6%，And in December 2018, the proportion of the total Internet users reached a historical high of 49.5%，That is to say, nearly half of the Internet users are travel booking users。It is worth mentioning，Internet users increased by 20 during the same period.42%，That is to say, the growth rate of online travel booking users before June 2019 was much faster than the growth rate of Internet users。

If the number of online travel booking users in June 2019 before the outbreak of the new crown epidemic is 48% of the total netizens.9% ratio calculation，In normal times, the scale of online travel booking users in June 2022 should be surprising5.1.4 billion！This is a relative &ldquo based on the growth pattern of online travel booking users.;Conservative”’s estimate，Yes“Hide”at 10.Stock market under 5.1 billion Internet users，It is a market blocked by the new crown epidemic，It is also the basis of confidence in the future tourism market。

The three years since the outbreak of the COVID-19 epidemic have had ups and downs on the tourism industry，The three-year online travel booking user growth curve clearly shows the market’s vigorous rise，Period from the trough of December 3, 2020.4.2 billion climbs to 3 in December 2021.9.7 billion，This is a manifestation of the tenacious power of tourism market demand，We fully believe that such a confidence curve will appear again。

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Judging from the age structure of netizens，The middle-aged and elderly market for online travel has taken shape。The proportion of netizens aged 50-59 in December 2018 was 5.9%，The proportion of people aged 60 and above is 6.6%，The total of the two is 12.5%。As of June 2022, the proportion of Internet users aged 50-59 is 14.5%，The proportion of people aged 60 and above is 11.3%，The total of the two is 25.8%，This is already a huge market accounting for a quarter of Internet users，That is, the overall scale reaches 2.7.1 billion middle-aged and elderly Internet users market。

It can be said，In the tide of Internet and epidemic prevention“Coerced”Middle-aged and elderly people actively or passively become Internet users，From statistics for June 2022，Among the inconveniences in life caused by non-netizens not surfing the Internet“Cannot buy tickets、Unable to register”The factor ranks third accounting for 24%，“Cannot buy tickets”Mainly tickets，I’m afraid there are still tickets for scenic spots，Under the strong promotion of the reservation system for scenic spot tickets，A large number of netizens, especially middle-aged and elderly netizens, have become online travel booking users。

In the statistics of the proportion of elderly netizens who can complete online activities independently in December 2021，There are three items closely related to tourism，includes&188bet app ldquo;Find information (such as maps)”46.2%、“Request a ride”Accounting for 34.8%、“Booking tickets (such as tickets、Ticket）”Accounting for 33.9%。

It can be seen from this，Internet tourism information dissemination adapted to the middle-aged and elderly tourism market、Tourism product organization and market operation model need to be solved urgently、Development and Expansion。

In the growth process of China’s Internet，A very obvious feature is the simultaneous development of urban and rural areas。As of June 2022，The Internet penetration rate in urban areas in my country is 82.9%，Increase by 1 compared with December 2021.6 percentage points；Internet penetration rate in rural areas is 58.8%，Increase by 1 compared with December 2021.2 percentage points。At the same time, the "Statistical Report on the Development of China's Internet" also specifically mentioned: ";In 2021, my country’s existing administrative villages will achieve ";Every village has broadband access”。April 2022，The Ministry of Industry and Information Technology and five other ministries and commissions jointly issued the "Key Points of Digital Rural Development in 2022"，Proposed until the end of the year，5G network achieves coverage in key towns and some key administrative villages。”

Promotion of Internet infrastructure in rural areas and increase in Internet penetration rate，Laid a good foundation for the dissemination of tourism information and the development of rural tourism in rural areas。If you lack an intuitive understanding of the current Internet penetration rate in rural areas，Then we can compare the years when the Internet penetration rate in urban areas reached about 60%，From 2012 to 2013, the Internet penetration rate in China’s urban areas reached about 60%。

And it was exactly in 2013，China’s online tourism shows explosive growth，As of December 2013，Booked tickets online、Hotel、The number of Internet users for train tickets or travel itineraries reaches 1.8.1 billion，Annual growth of 69.1 million people，Increase 61.9%，Usage increased to 29.3%。The usage growth rate ranks second among all Internet applications，Second to “Group buying”of 68.9% !It was an era of vitality and unrestrained online travel，Although history does not simply repeat itself，But the per capita income in rural areas is not the same as it was ten years ago，At the same time, in the context of a significant increase in Internet penetration，Rural areas and“Small town youth”’s online travel prospects are just around the corner。

Travel is an attitude towards life。When the door to the world opens on the Internet，I can no longer be held back from going out to see the world offline，This is true whether in towns or villages。

Also，Mentioned in the "Report": the first half of 2022，Rural online retail and agricultural product online retail increased by 2 respectively.5% and 11.2% ……The number of online payment users in rural areas of my country is 2.2.7 billion，77% of rural Internet users.5%。Although no relevant 188bet app download data on recent online rural tourism has been retrieved yet，However, domestic rural tourism e-commerce will soon be on the fast track of development，Especially the combination of rural tourism online marketing and agricultural product online retail，There is a huge space to explore。

There is another set of data closely related to online tourism in the "Report" about online videos and live broadcasts: as of June 2022，The number of online video users is 9.9.5 billion，An increase of 20.17 million compared with December 2021，94% of total netizens.6%。Among them，The number of short video users is 9.6.2 billion，An increase of 28.05 million compared with December 2021，Accounting for 91% of the total netizens.5%。In the context of the steady growth of various personal Internet applications，The user base of short videos has the most obvious growth，Growth rate reaches 3.0%。Also，The number of online live broadcast users in my country reaches 7.1.6 billion，12.9 million more than December 2021，Accounting for 68% of the total netizens.1%。The number of e-commerce live broadcast users is 4.6.9 billion，An increase of 5.33 million compared with December 2021，44% of total netizens.6%。“Travel + Live Broadcast”increasingly favored by users，Weibo data display，January-May 2022，The cumulative number of views of Weibo travel live broadcast increased by 230% compared with the same period last year。

The above data means that tourism information dissemination has fully entered the era of online videos，That is, to visualize the landscape and related information in other places、Quick、Dynamic、Express it interestingly and spread it widely，Refreshing an era from an industrial perspective。

Affected by the new coronavirus epidemic，In the past three years, travel around the province and within the province have become the mainstay of tourism，Generally speaking, the decision-making period for short-distance travel around the area is short，After receiving information stimulation such as short videos in the information dissemination chain，Soon to enter the product reservation stage，This is probably an important reason why online videos have attracted attention from the tourism industry。

The "Report" believes:Short video and e-commerce are further integrated，Competition in the content e-commerce market continues to be fierce。Short video platform continues to expand e-commerce business，“Content + e-commerce”’s monetization model has deeply affected users’ consumption habits……Short video streaming advertising、Businesses such as live streaming e-commerce are integrated with video accounts and instant messaging products，Promote significant year-on-year growth in video views and usage time in the first quarter of 2022。

According to the rules of tourism information dissemination，So-called“Content + e-commerce”&ldquo in pattern;Content”Not only includes travel inspiration content，That’s why we travel to our destinations；Also includes various information content to the destination。2019 Google and Bain & Company research shows，The most diligent travel planner conducts 188bet online sports betting more than 500 Internet searches for information，And visit more than 50 travel websites before booking the product；Even passive travelers conduct 33 Internet searches，Visited 12 travel websites。Also，E-commerce is“thing”Movement，Generally no time constraints，And travel e-commerce is“人”Movement，There is a strong time constraint，That is, when to travel。

The characteristics of peripheral travel include a small amount of destination information collection and a short decision-making period，Let us often ignore the information gathering stage between inspiration and product booking，Or in other words, between Douyin’s short videos and Ctrip’s product reservations，There is also a Mafengwo destination information collection。

The Report also provides the following data:As of June 2022，Weibo、TikTok、Kuaishou、There are 8028 media accounts on Bilibili’s four major platforms，Average number of fans: 1.38 million，Percentage of million fan accounts 19.5%，Percentage of accounts with tens of millions of fans 2.8%。For example, Internet celebrity tour guides in the tourism industry“Putuoshan Xiaoshuai”The number of fans on Douyin platform is 16 million。With the spread of travel online videos and travel live broadcasts, they are in the ascendant，Future Ctrip Liang Jianzhang and travel agency“Xiao Shuai”We can focus on how to combine travel inspiration and destination information in online video communication，In other words, what tourists value most is the ultra-low prices in the live broadcast or the travel guide information of Internet celebrity tour guides，Or maybe the inspiration is just a short video in the circle of friends。

Travel is living in a different place and consuming in a different place，One of the characteristics of tourism becoming a way of life is the localization of tourism；Also，The essence of short-distance travel is the overlap between life in other places and local life。Therefore，Refer to local online consumption data，You can look back at the trends and characteristics of tourism consumption。

Data in the "Report" shows: National online retail sales in the first half of the year were 6.3 trillion yuan，YoY growth of 3.1%。Among them，Online retail sales of physical goods 5.YoY growth of 5，YoY growth of 5.6%，The proportion of total retail sales of consumer goods is 25.9%，Increased by 2 compared with the same period last year.2 percentage points……As more and more Internet platforms get involved in e-commerce business，The online consumption channels of online shopping users are gradually changing from Taobao、JD.com and other traditional e-commerce platforms are turning to short videos、Community group buying、Proliferation of social platforms。The proportion of online shopping users who only consume on traditional e-commerce platforms in the past six months is 27.3%，Live broadcast in short video、Fresh food e-commerce、The proportion of users who engage in online shopping on platforms such as community group buying and WeChat are 49 respectively.7%、188bet app 37.2%、32.4% and 19.6%。Short video platform continues to expand local life business，From content consumption to offline services。Kuaishou、Douyin, the two major short video platforms, carry out local life business through different paths。

For online travel，The "Report" believes that the travel booking market is becoming more remote、Localization situation。Affected by the epidemic，The overall travel booking market in the first half of 2022 is nearby、In-situ characteristics，Local leisure and close vacation become mainstream。

The localization of tourism has made life before the new crown epidemic“Cover up”With the popularity of outbound travel, the peripheral travel market has surfaced，It has also brought many peripheral travel platforms focusing on local life into people’s sight。“The online consumption channels of online shopping users are gradually changing from Taobao、JD.com and other traditional e-commerce platforms are turning to short videos、Community group buying、Proliferation of social platforms。”appear in the field of online tourism？

Although the tourism industry has been hit by the new crown epidemic as never before，The tenacious vitality of the tourism market and its strong recovery in the future are also the consensus of the tourism industry。The so-called simple rise and fall of the market is not a big deal，Changes in structure and model are big things。Online travel booking users will gradually switch from Ctrip、Have traditional tourism e-commerce platforms such as Fliggy transferred to local lifestyle platforms?？Huixiang short video、Community group buying、Is social platform spreading？This may be a high probability event。

Pitch a tent for camping in the outskirts of the city and travel abroad in Switzerland、Go to the city museum to appreciate the pottery figurines and visit the Jiuzhaigou Valley thousands of miles away, etc.，This is a thing，Not the same thing。Maybe soon，Another era of great competition in online travel will begin。This is the competition between the remote living platform and the local living platform，It is the competition of product channels，The essence is competition among tourism information dissemination channels。