March 14，The "Night Tourism Series Research Results Conference" sponsored by the China Tourism Academy was held in the Southern District of the Ministry of Culture and Tourism。Zhang Jiayi, Key Laboratory of Tourism Economy, Culture and Tourism, released the "Night Tourism Market Data Report 2019"。The full text of the report is as follows:

With the increasing diversification of tourism consumption and the improvement of tourism supply, we tap the potential，In addition, various parts of the country have frequently issued policy documents to promote the development of the night economy，Night tourism is attracting more and more attention from industry, academia and research circles。The night tourism research group of China Tourism Academy is based on serving the people’s better life，Based on survey data from the institute’s independent research platform，Systematic research on the supply and demand situation of the night tour market、Structural Characteristics、Restraining factors and development prospects，Research thinks，Night tourism serves as a way to satisfy people’s yearning for a better life、Boost tourism consumption、An important way to promote supply-side reform and enrich in-depth cultural experience，It will provide new momentum for the sustainable and healthy development of the tourism economy。

In recent years，my country has high participation in night tourism，92% of tourists surveyed had overnight trips.4%。UnionPay business data display，The overall domestic nighttime consumption amount during the Spring Festival in 2019、The number of transactions reached 28 of the total daily consumption.5%、25.7%，Among them，Tourists account for nearly 30% of consumption，Night tourism has become an important part of the night consumption market in tourist destinations。Ctrip、Orders for night tour products on travel platforms such as Lvmama are growing steadily。2018，The number of orders for Lv Mama’s products with the “Night Tour” label increased by 9% year-on-year.0%。Sightseeing cruise、Theme Lantern Festival、Cultural experience activities have become a benchmark for night tourism popularity。188bet app download Special Lantern Festival Events with Ctrip Tickets Online in 2019，The number of tourists increased by 114% year-on-year，Among them，Pearl River Night Tour、Huangpu River Tour、Chongqing Liangjiang Night Tour、Wuhan Yangtze River Night Tour、Night trip to Sanya Bay、Lujiang Night Tour、Minjiang Night Tour、Qiantang River Night Tour、The "Lancang and Mekong River Night" song and dance bonfire party and Thousand Island Lake night tour are the most popular。

Table 1: Proportion of night tourism consumption during the Spring Festival in 2019

Data source: China Tourism Academy UnionPay Business Tourism Consumption Big Data Joint Laboratory

Data source: Special survey on night tourism by China Tourism Academy

Picture 1  Nighttime experience time for future tourists

According to tourism statistics，The average stay for domestic tourism is 3 days，26% of respondents are willing to experience night tours for 3 consecutive nights，53% of respondents chose 2 nights，Only 2% of respondents are unwilling to travel，The average night tour stay time per person is 2.03 nights。Indicate within a period of time in the future，Tourists have a strong desire to travel at night，The market demand for night tours is huge，With the diversification of night tour products and the improvement of night tour environment，The demand for night tours will continue to be strong in the future，Huge market potential。

Special survey data display，The highest proportion of spending on night tours is between 200-400 yuan and 400-600 yuan，27 respectively.9% and 27%，600-800 yuan and less than 200 yuan in the middle，Accounting for 15 respectively.6% and 12.1%，The lowest proportion below 1,000 yuan。

Data source: Special survey on night tourism by China Tourism Academy

Picture 2  Time spent traveling at night

Table 2  Willingness to spend on night travel (by different income groups)

Data source: Special survey on night tourism by China Tourism Academy

Special survey data display，Among those with a monthly income of less than 12,000 yuan, the highest proportion of people who spend less than 600 yuan on night trips，Groups with a monthly income of 12,000-15,000 yuan have the highest proportion of spending on night tours of 600-1,000 yuan，Those with a monthly income of more than 15,000 yuan spend more on night trips than 1,000 yuan。

Picture 3  Demand for night travel experience

Special survey data display，Tourists view the scenery、Activity、Catering、The demands for leisure and other elements of night travel are relatively balanced，35.7% of the respondents are concerned about the beautiful scenery that can be enjoyed，Night activities、Casual atmosphere、188bet app Safety Guarantee、The proportion of demands for food/night market is between 23% and 28%。Nowadays, the increasingly diverse nighttime consumption scene has injected vitality into the city’s night。Tourists want to experience more activities in a limited time，Enjoy more services，Pay equal attention to the richness and quality requirements of night tour products。

Data source: Special survey on night tourism by China Tourism Academy

Picture 4  Tourist night tour experience activity

Cultural experience has become an important part of night tourism。Bookstore、Teahouse、The theater is the cultural highlight of the night consumer market，Elite Bookstore、National Center for the Performing Arts、Poly Theater and other cultural venues have a surge in nighttime consumption。In the survey on tourists’ needs for night tour experience，Cultural Festival and City Activities、The proportion of activities such as visits to cultural venues ranks among the top。After 80s、The young generation, mainly those born in the 1990s, are the main force in night tourism consumption，The proportion reached 40.0%、19.8%，Leading the night tour trend，24 hours bookstore、Drama、Cinema movies and other movies attract a large number of young tourists。In Taiwan with a population of 23 million，Eslite Bookstore has nearly 100 million annual visitors。Since 2014，Domestic 24-hour bookstores represented by Sanlian Taofen Bookstore continue to emerge，Become a unique existence in popular culture。In-depth cultural experience has become an important part of consumption in diverse night tour scenes。

Data source: Special survey on night tourism by China Tourism Academy

Picture 5  Comprehensive satisfaction evaluation of night tourism

Special survey data display，The overall satisfaction rate for night tour is 75.68，The overall quality of night tour service is in a good range。25% of respondents are very satisfied with the existing night tourism market，42% of respondents expressed satisfaction，25% of the respondents said it was average，Dissatisfied and very dissatisfied account for 8%。

Data source: Special survey on night tourism by China Tourism Academy

Figure 6  Satisfaction evaluation of day and night product combinations

Data source: Special survey on night tourism by China Tourism Academy

Picture 7  Night tourism public service satisfaction evaluation

In the satisfaction survey on night tour product mix and public services，27% of tourists said they were very satisfied，73% of tourists rated it as satisfactory or below，There is still much room for improvement in the future。

Data source: Special survey on night tourism by China Tourism Academy

Picture 8  Restricting factors for night travel

Survey on the reasons for restricting tourists’ night tour experience，188bet app 49% worried about safety issues.4%，Percentage of people who have a full schedule and need to rest during the day is 38.8%，Percentage of traffic inconvenience at night is 25.8%。Night safety and tourist rest have become the main factors restricting night tours。

Picture 9  Night travel travel mode

Special survey data display，Couple travel and family travel have higher demand for nighttime experiences，Accounting for 31 respectively.8% and 31.2%；The demand for traveling with friends and group travel is in the middle，Proportion 17.2% and 11.6%；The lowest demand for nighttime experience for business trips and solo travelers。 

 Data source: Special survey on night tourism by China Tourism Academy

(Travel stay for 3 days)

Picture 10  Night travel consumption and duration (by age)

In terms of age level，80 represented by 18-24 years old and 25-34 years old、90 and middle-aged people spend the most on night outing。Young and middle-aged people are traveling as a couple、The subject of family parent-child travel，They are also a group with higher incomes who are willing to pay for higher-quality tourism，The cost of night tours is also at a high level。

Data source: Special survey on night tourism by China Tourism Academy

Figure 11  Night travel experience time

Data source: Special survey on night tourism by China Tourism Academy

Figure 12  Night tour stay time

Special survey data display，6-10pm is the peak time for night tourism，Accounting for 77%；11-12:00% and 23% of night travel after 12:00。Judging from the length of the night tour experience，The most tourists are willing to experience 3-4 hours，Proportion is 48.1%，The proportion of 1-2 hours of experience is 27.5%，The proportion of 5-6 hours of experience is 17.1%，Proportion of experience of more than 7 hours is 7.2%。

6. Night tourism is in short supply and tourism investment is ready for development

(1) There is room for improvement in the proportion of night tour products and investment scale

From a demand perspective，More than 71% of the surveyed companies expect that the demand for night tourism market will continue to be strong or very strong in the future。

Data source: Special survey on night tourism by China Tourism Academy

Picture 13  Study and judgment on night tour market demand

From a supply perspective，188bet online sports betting Among the 657 tourism companies participating in the survey，72.99% of the night tour product categories provided by tourism companies are less than 30%，79.24% of tourism companies’ revenue from night tour products is less than 30%。It can be seen from this，There is still much room for improvement in quantity and quality of night tour product supply。

Data source: Special survey on night tourism by China Tourism Academy

Figure 14  Proportion of tourism enterprises (by number of night tourism products、Income proportion)

Special survey data display，188bet online sports betting Among the 657 tourism companies participating in the survey，The proportion of enterprises with an investment scale of less than 5% in night tour products accounts for 23%，Companies with an investment scale of 6%-10% account for 28%，Companies with an investment scale of 10%-20% account for 26%，Companies with investment scale exceeding 30% account for 22%。Investment model，Tourism companies are more inclined to cooperate with the government (30.7%) or cooperate with other domestic enterprises (32.6%），Sole proprietorship (18.7%) or cooperate with foreign companies (9.1%) Secondly，7.9% of companies are willing to cooperate with universities or scientific research institutions。

 Data source: Special survey on night tourism by China Tourism Academy

Figure 15  Proportion of tourism enterprises (according to night tourism investment scale、Mode proportion)

From the supply side of night tour products，Investment in the night tour field by tourism companies、There is a big gap between product supply quantity and profitability level compared with daytime products，But in the context of strong demand from tourists，More companies are optimistic about the market prospects of the night tour market，And willing to increase investment and quality investment in the future。The upgrade of tourist experience needs will promote the improvement of night tour quality，The night tourism market has huge potential。

(2) The prospects for night travel are generally promising, but the night travel environment needs to be improved

Data source: Special survey on night tourism by China Tourism Academy

Figure 16  Future growth forecast for the night tour market

Special survey data display，Nearly 60% of tourism companies believe that the night tour market will grow by 10%-20% in the future，More than 30% of companies believe that the night tour market will grow by more than 20%。Based on unanimous optimism about the prospects of the night tour market，81% of enterprises are willing to expand investment。

Data source: Special survey on night tourism by China Tourism Academy

Figure 17  Investment Hotspots in Night Tourism Market

According to prediction，Future night leisure facilities and leisure atmosphere、Food/Night Market、Experiential activities will be a hot investment spot in the market。The quality improvement of these investment hotspots，Continuously improve leisure infrastructure，Continuously improve leisure infrastructure，Create warmth、Distinctive humanistic environment、Guarantee the personal and property safety of tourists、Food Safety，Comprehensive improvement of tourist experience。

Special research on night tourism market by China Tourism Academy，Currently traveling as a couple、There is strong demand in the night tourism market with families and children traveling as the main consumers，But subject to security issues、Traffic conditions、Restricted by product richness and 188bet app other conditions，Night tour products provided by tourism companies in categories、Quality、There is still much room for improvement in investment intensity and other aspects。It is expected that tourism companies will have more enthusiasm and resources to invest in the night tourism market in the future，Enterprise、The government and society work together to improve the quality of night tourism services，Continuously improve tourists’ nighttime experience，Continuously meet the people’s needs for a better holiday and a better life。

*Source of this article: WeChat public"China Tourism Academy" (ID: CTA20080606)，Original title: "Report Release丨Night Tourism Market Data Report 2019》.