The second Mid-Autumn Festival holiday amid the epidemic has passed，To travel transcript，What do you think？

September 21，The Ministry of Culture and Tourism released the cultural and tourism market conditions during the 2021 Mid-Autumn Festival holiday，3 days holiday，The total number of domestic tourism trips nationwide is 8815.930,000 people，Restored to 87 during the Mid-Autumn Festival in 2019 on a comparable basis.2%。Realize domestic tourism revenue 371.4.9 billion yuan，Restored to 78 during the Mid-Autumn Festival in 2019 on a comparable basis.6%。

Compared to this year’s Qingming Festival、Dragon Boat Festival tourism data，Number of people traveling during this Mid-Autumn Festival、Income has shown a better recovery trend，The recovery rate of visitors and income has increased，And the gap between the two has narrowed，But still belongs to“A prosperous life but not a prosperous fortune”，After all, peripheral travel is still the main focus，And the price per customer has dropped slightly。

In the early stages of the epidemic，Peripheral travel has become mainstream，Or the mainstream status will be more prominent，As of now，Multiple holiday tours are mainly peripheral tours，Considering the normalization of the epidemic、Normalization of epidemic prevention and sudden increase in prevention and control，Inter-provincial travel or long-term travel will have more uncertainties in the future，People traveling around“C position”The situation will become more obvious。

The cultural tourism consumer market pattern has really changed，Whether it is to deal with the continued impact of the epidemic or a sudden “Attack”，And enlarging the consumption plate of the destination itself，I rely on you when traveling around the country，The destination’s cultural tourism product supply system、Both the conversion logic and path must be changed。

188bet sports betting app download Surrounding Tourism should become a new market for destinations、“New Dojo”，When one day is prosperous and prosperous，When it is possible to achieve large-scale or comprehensive recovery without relying on long-term tourism，This will also be the time when the cultural tourism market has truly been reshaped。

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Combined with the Mid-Autumn 188bet online sports betting Festival holiday tourism data from the Ministry of Culture and Tourism，Two other data can be obtained for this year’s Mid-Autumn Festival holiday: one is the number of tourists during this year’s Mid-Autumn Festival、Tourism revenue has returned to the proportion of the Mid-Autumn Festival in 2019，Difference 8.6%，After the epidemic, during holidays“A prosperous life but not a prosperous fortune”’s situation，Not yet substantially improved；Second, the unit price is 421.38 yuan，It’s really not that high。

The reason behind this is similar to many previous holidays，Subject to the short holidays and the emergence of new epidemics before the holidays，Surrounding/local travel dominates the Mid-Autumn Festival。

Mafengwo Tourism Big Data Display，Orders for local entertainment products during this year’s Mid-Autumn Festival accounted for more than 50% of travel products。

Tongcheng trip report data display，The booking volume of short-distance travel products during the Mid-Autumn Festival increased by 46% compared with the same period in 2019，Part of the travel demand that was interrupted during the summer will be released during the Mid-Autumn Festival，Plus restrictions on long-term travel，Let surrounding short-distance travel usher in a travel peak。

Ctrip report data display，This year’s Mid-Autumn Festival is a short holiday with the strongest demand for peripheral travel in recent years，The number of people booking nearby tours accounts for 56% of the total number of tourists，Higher than the 2019 Mid-Autumn Festival holiday level，Also higher than this year’s Dragon Boat Festival、Qingming Festival holiday level。

The same three-day Qingming holiday as this year、A simple comparison of Dragon Boat Festival tourism data。

According to information from the Ministry of Culture and Tourism，This year’s Tomb Sweeping Day holiday，National tourist arrivals 1.0.2 billion，Recovered to 94 in the same period before the epidemic on a comparable basis.5%；Domestic tourism revenue 271.6.8 billion yuan，Restore to the same period before the epidemic 56.7%。The difference between the number of visits and the degree of income recovery is more than 37 percentage points；

Dragon Boat Festival this year，8913 tourist arrivals nationwide.60,000，Recovered to 98 in the same period before the epidemic on a comparable basis.7%；Domestic tourism revenue 294.300 million yuan，Restored to 74 in the same period before the epidemic.8%。The difference between the number of visits and the degree of income recovery is about 24%。

Qingming、Characteristics of Dragon Boat Festival and Mid-Autumn Festival data: prosperous but not prosperous (difficult to prosper)，The gap in recovery ratio between visits and income is gradually 188bet app narrowing，It can be seen that the recovery situation of the industry is gradually improving，The recovery rate during the Mid-Autumn Festival is relatively the best。

here，We can continue to remain positive and optimistic about the recovery of the cultural tourism industry，But we also need to face up to the gap between tourism revenue and the same period before the epidemic that is still difficult to bridge，And the underlying factors behind it，For example, those traveling around“C position”14301_14311，and duration and coverage。

As long as there are no major changes in the epidemic，The final recovery of total tourist arrivals will not be difficult to achieve，The tourism revenue depends on the increase in unit price，Then there is the issue of the proportion of long-term travel + peripheral travel，Among them, peripheral tourism can be understood as the recovery and development of the cultural tourism industry in many destinations，Consumption pattern becomes the new core pulling line。

Refer to Ctrip’s newly released National Day travel forecast information，Ctrip related report forecast，Most tourists during the seven-day National Day holiday this year will spend the holiday by traveling around the local area，its booking data shown，As of September 21st，The number of orders for National Day scenic spot tickets booked through Ctrip increased by more than 30% compared with the same period last year，The proportion of tickets to surrounding scenic spots has increased compared with last year，The types of scenic spots involved are mainly theme parks、Museum、Zoo、Aquarium、Specialty District、Mainly city parks，Most of them have“City vacation”flag，The booking proportion reaches nearly 70%，The next is the mountains、Ancient city and town、Lake and other surrounding leisure and vacation-type scenic spots。

Also refer to Ctrip’s resort hotel booking data during the National Day，There is also an obvious trend of peripheral travel，its information display，The proportion of bookings in surrounding hotels is higher than the same period last year，Tourists from the Yangtze River Delta and Pearl River Delta are the most active in booking hotels，Ningbo、Beijing、Suzhou、Shanghai、Guangzhou、Zhuhai、Zhoushan、Nanjing、Ningbo、Huzhou’s surrounding hotels have the highest booking volume，Basically in the Yangtze River Delta and Pearl River Delta areas。Also，The average hotel stay for tourists is 2 days，Belongs to the more typical category of peripheral leisure vacation or city micro vacation。

Sudden outbreak in Fujian，Epidemic prevention and control further upgraded，This is one of the main reasons why this year’s National Day tourism is still dominated by peripheral travel。

188bet Online Sports Betting and Casino This is jokingly called the so-called “Precision Strike”(Hidden bitterness of cultural travelers)，New epidemics almost appear every major holiday，Then the trend of normalized circuit breaker for inter-provincial travel is gradually formed，This increases the uncertainty of future long-term travel，Peripheral travel has become a relatively safe and reliable existence，Meaning that peripheral tourism is the new consumption base for destinations to resist the changing risks of the epidemic，It can also seek more conversion opportunities through its relatively more frequent consumption。

Based on the latest domestic epidemic situation，National Day tourism data for the past two years，This year’s National Day travel can be roughly estimated“A prosperous life but not a prosperous fortune”It is difficult to substantially change the situation。

Refer to Ministry of Culture and Tourism data，Seven days before the National Day holiday last year (October 1-7)，1.8 billion people.1.8 billion people、Domestic tourism revenue 4543.300 million yuan，recovered to 79% of the same period in 2019、69.9%。Among them 2019、Per capita consumption on National Day in 2020 is about 831 yuan、About 735 yuan，The difference is nearly 100 yuan，One factor is that peripheral travel was still the mainstream at that time。

The destination has to think about: when peripheral travel becomes a viable consumption“Pillar”hour，Own products、How to reposition the market and change with the trend？

This is actually not a multiple-choice question, but a must-answer question.

New competition and new cooperation in urban destinations

Continue following the logic above，City destinations should make 188bet sports betting app download Surrounding Tourism a ";New Dojo”，Whether it is seeking to accelerate the recovery of cultural tourism consumption in the short term，Still aiming for a consumption plate with more stable growth in the medium to long term，This trend is irreversible。

City leisure + country vacation，The &ldquo that constitutes the growth of tourism consumption around urban destinations;Two wings”，Urban immersive experience project、Theme District、New commercial complexes and other scene spaces of different sizes，Become an important carrier of consumption，Also constitutes part of the path pattern of urban renewal，And the city’s nighttime economy is created，Create a new carrier besides daytime，Also required。Rural vacations pay more attention to the high prominence of individual cultural and tourism products，And a comprehensive consumption pattern composed of multiple project formats。

At the same time，The existing consumption upgrade in the city、Outbound travel consumption returns、Delayed rise in consumption in sinking markets is released，are the three core supports 188bet app for peripheral tourism。

Competition and cooperation around peripheral tourism，Will be in more cities、Performed in different provinces，Regional cultural tourism alliance promoted before the epidemic、Integration，and the new “Unionization”，These are practical examples。Competing with each other from afar，The group of long-term tourists competing for remote regional destinations，Cooperate and exchange resources with surrounding destinations、Products and customer flow，It may be a more obvious trend。But to make iron you need to be strong yourself，Urban destinations in terms of cultural tourism product supply，Improve your competitiveness in peripheral games，It is possible not to rely on others or to cooperate with others，Intensified competition in peripheral travel，It is another obvious trend。

Continue to refer to some information on online travel platforms。Tuniu information display，Mid-Autumn Festival，When different types of customers choose to stay in hotels，Strong preference for high-quality hotels，During the Mid-Autumn Festival and National Day holiday，The appeal and purchasing power of high-star hotels generally exceed that of budget hotels。This should be due to two factors，First, the return and transformation of outbound tourism consumption，Increased tourists’ demand for quality or high-star hotels，Second, long-term travel is blocked，Convert to 188bet sports betting app download Surrounding Tour，Reduced transportation costs，The amount of accommodation consumption can be increased if the total consumption remains unchanged。Also，The prices of some air tickets and hotel room nights have dropped relatively，It will also partially drive consumer demand for higher-star hotels。

Information of the same trip is also displayed，During the Mid-Autumn Festival this year，Mid-to-high-end hotels with guaranteed safety and quality and chain brand hotels with good reputation，Become the first choice for tourists。At the same time，Parent-child theme、E-Sports Hotel、A video room and an internet celebrity hotel suitable for taking photos and checking in，It is also a favorite hotel type among domestic tourists。

In the cultural tourism consumption upgrade market，The demand for accommodation will become more prominent，High quality、Theme、Destination-oriented hotels or accommodation products will have greater demand，For example, heating in camping or luxury campsites，What is behind this is the strengthening of the comprehensive experience of quality themes，This is also the logic that urban destinations need to follow to strengthen peripheral tourism。

Refer to Ctrip National Day Forecast Report，It 188bet Online Sports Betting and Casino mentioned that tourists are further exploring niche destinations，Making fifth-tier cities appear among consumers“Emerging Tourism Vision”，“下五线”Become a new way for tourists to explore travel during long holidays。Including the proportion of bookings in fifth-tier cities during this year’s National Day increased from 6% last year to 12%，Burqin、Kangding、Shangri-La、Kashgar and other cities have become the fifth tier of National Day“Potential stocks”Destination。This is in line with the boom in tourism consumption in the Northwest during the National Day last year。

High-end destinations such as Beijing, Shanghai, and Guangzhou have a large consumption base for peripheral travel，Fifth-tier cities gain new development opportunities，Part of the revelation it brings is，Niche personalized scenic spots in the destination、Experience Project，Being more explored and consumed，Meaning new opportunities for peripheral tourism consumption in urban destinations，Exists in how to highlight through niche projects、Increase through in-depth experience of personalized projects；At the same time，Content upgrade of existing projects，Theming、Experience is the two key points。