During the Spring Festival holiday，China’s domestic tourism market shows unprecedented vitality。

Just 8 days，There are 4.7.4 billion people choose to travel，A year-on-year increase of 34.3%，An increase of 19 compared to the same period in 2019.0%。The total consumption of tourists also reached 6326.8.7 billion yuan，47 year-on-year increase.3%，An increase of 7 compared to the same period in 2019.7%。Meanwhile，Inbound and outbound tourism also shows a strong recovery trend，The total number of visitors is approximately 6.83 million，Among them, about 3.6 million were outbound tourists，About 3.23 million inbound tourists。

To deeply understand the meaning behind this set of data，We need to deeply explore the basic logic behind the current high popularity of the tourism market。Fund flow、Project’s own growth potential、Performance resilience and tourist drivers are intertwined，Jointly promote the development of tourism hotspots。

First，The capital market pays more attention to tourism cities and related theme stocks，Especially if it is well-known but in a remote location、Stocks related to tourist destinations with no obvious difference between low and peak seasons。These stocks can often attract the attention of investors，Become a hot spot in the market。

This is because capital takes a fancy to the growth potential and strong performance resilience of these companies，For example, stocks related to Emeishan A-shares and Jiuhua tourist attractions such as famous mountains and rivers have shown good performance flexibility。The main source of income for this type of scenic spot is sightseeing cars、Ropeway and hotel businesses，Due to higher fixed costs and lower variable costs，High operating leverage，So when the passenger flow changes，Their performance 188bet Online Sports Betting and Casino shows greater flexibility。The increase in passenger flow in scenic spots will optimize the gross profit margin and net profit margin levels，Thus promoting the rapid growth of the scenic area’s profits。

Zhangjiajie Tianmen Mountain Cableway Source: Photo Network

Secondly，Young consumer groups are becoming the dominant force in the tourism market。They pursue individuality、Diversified and unique experiences，Not very interested in traditional cultural tourism industry。Opposite，They are more inclined to pursue vision、Hearing、Innovative and rare experiences in taste and body sensation。

From short-term popular tourism concepts such as script killing、Escape room，To mid- to long-term travel destinations such as outdoor camping、Immersive performing arts、Cooking tea by the stove，The reason why these travel concepts and destinations are so popular，Because they provide consumers with innovative experiences，Satisfies their novel feelings in all senses。

In order to deal with capital、The new normal composed of projects and tourists，We should start from the supply side，Proactive innovation，And pay close attention to the new characteristics of the tourism market。

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On the supply side，Create uniqueness for consumers、Novel experience is the key to attracting traffic。Consumers’ novelty for a single travel experience is often short-lived，Once the experience is over，Their attention and return rate to the project tend to decrease，The degree of discussion in online communities will also decrease accordingly。If the experience is not good，It may even cause negative effects，Resulting in traffic reduction。

Immersive performance "Song of Everlasting Sorrow" Source: Huaqing Pool Scenic Spot Official Account

If you want to make a certain tourist destination a long-term popular destination，Innovation projects alone are not enough。Judging from the current market trends，Tourist destinations that achieve long-term popularity have the following three characteristics:

1. Excellent project quality: This involves the high quality of various projects in tourist destinations、Complete supporting services。Industry special research and consumer services can leave a good impression on consumers，And prompt them to actively share 188bet app download in their social circles，Form a virtuous circle of word-of-mouth communication。

2. Unique tourism product: product because of its geographical location、Climate conditions、Unique cultural tourism buildings or projects are non-replicable due to their asset attributes and other factors，This means consumers can only experience these products in specific travel destinations。

3. Rich project portfolio: a combination of various innovative tourism projects，Making it difficult for consumers to experience all items in a short time。This not only increases the return rate，It also deepens consumers’ impression of tourist destinations。

Some tourist cities in China such as Chengdu、Chongqing、Xi’an and Harbin，It is by virtue of service、Continuous development of products and local cultural tourism projects，Good at using diversified publicity methods，Successfully met the above conditions。Xi’an is an innovative city，Its has a wide range of tourism products，Special focus on activities as the main empowerment point，Make its products closely aligned with the needs of young tourists。

Xi’an is known as “Tang Dynasty Culture”for core，Based on cultural heritage，Creating tourist city characteristics around cultural IP。From Project Quality、Looking at the uniqueness of tourism products and project portfolio，Xi’an has huge development potential。The Shaanxi Provincial Department of Culture and Tourism organizes various cultural and tourism activities during holidays，And carry out high-frequency publicity through online media，Ensure the quality of the event。In terms of uniqueness of tourism products and project portfolio，Xi’an often launches unique and unique theme activities during holidays。

For example，In the small year of 2024、During traditional festivals such as New Year’s Eve and Lantern Festival，Xi’an is centered on its rich cultural and tourism IP，Carefully planned six major themes、Nine series、A total of 159 categories of activities。These activities begin with “Xi’an Year·The most Chinese”is the theme，Let tourists experience the strong festival atmosphere。Xi’an’s cultural tourism products not only attract young tourists，Also meets the needs of middle-aged 188bet app download and elderly tourists，Injects greater energy into the drainage ability。

Xi’an Datang Evernight City Source: Photo Network

Six major characteristics of China’s tourism market

1. First- and second-tier cities dominate the tourism market 

In-depth analysis and reporting of data at different city levels，Revealing their impact on customer base。First-tier cities are the main tourism markets，Occupied 23.7% share。Followed by new first-tier cities，Occupied 26.0% of the market。The proportion of tourists from second-tier cities is 20.6%。The overall share of these three types of city-level customers is as high as 70.3%，Highlights the dominant position of high-level cities in the tourism market。

Meanwhile，Generation Z consumers have occupied 39% of the market.4%。As an emerging consumer force，They are reshaping the market pattern。Facing the rise of Generation Z，Companies must have a deep understanding of their consumer psychology and behavioral characteristics，To gain a foothold in the fierce competition。

Also，Marital status has a significant impact on consumption behavior。Families with children occupy 56.9% market share，Families who are married without children or unmarried with a partner account for 22.8%。These two parts together account for 79.7% market share，Further proof of the key role of family factors in consumption。When companies formulate marketing strategies，Family needs should be fully considered，Products and services especially related to children。

Overall，These data provide enterprises with valuable market insights，Revealing the impact of different city levels and marital status on tourism consumption behavior。In a fiercely competitive market environment，Companies must respond flexibly，Deeply dig into the needs of various consumers，To develop a more targeted marketing strategy。

2. Tourism themes and scenes are becoming increasingly diverse 

User demand for travel themes and scenes shows a trend of refinement。Theme Park Tour、Food Tour、Segmented types such as outdoor travel have become the first choice for users when traveling，More detailed themes such as study tours are also gradually emerging。This reflects that user travel needs and scenarios are developing in a more diversified and refined direction。On the Qunar travel platform，The travel themes that users participate in are more abundant，Especially 188bet app download prefer seasonal tourism。For example，The experience ratio of island tours and ice and snow tours is higher than the overall rate。These users tend to have a strong spirit of exploration，Also has a high degree of participation and willingness to experience niche themes such as red tours and extreme experience tours in the future。

3. The source and destination overlap 

East China、Southwest and South China，Not just a tourist hotspot in 2023，More economical、Central area of ​​culture and life。Because residents of these places tend to choose tourist destinations in this region，Thus forming a unique phenomenon of overlap between source and destination。From a market share perspective，This kind of tourism activity within the sector has even replaced the traditional ";Domestic Travel”。

Sanya Phoenix Island Source: Photo Network

Take Hainan Island as an example，The excitement during the Spring Festival this year is truly overwhelming，Very lively。The previous controversy over sky-high seafood prices in 2023 is still fresh in my mind，There was a surge in the number of tourists during the Spring Festival、It’s hard to get a ticket。The market logic is very simple: high-quality tourism resources are scarce，Scarce resources will inevitably lead to competition。This means，Only tourists with higher bids can obtain these precious travel opportunities。

4. Holidays drive tourism economy 

Holidays are the main time for users to choose domestic travel，Annual vacation is the first choice for outbound travel。In this context，The power of word of mouth is particularly important。When the user is making travel plans，Mainly affected by various recommended content，Including experts、Platform、Friends, relatives, etc.。Among them，OTA platform intelligent recommendations are playing an active role in guiding and recommending。

5. The deepening influence of OTA platform 

Users are more loyal to OTA platforms，formed a fixed usage habit。This creates more consumption opportunities for OTA platforms。Especially train tickets、Ticket booking function，It has become an important factor for many users to choose OTA platforms。The platform’s intelligent recommendation function can also effectively guide users’ consumption decisions。

6. Scenic area ticket discounts cannot attract cross-regional tourists 

Domestic travel users are in“Eat”188bet Online Sports Betting and Casino and“stay”Higher consumer demand，While traveling abroad，Shopping and accommodation are the main consumption contents。Overall，Accommodation and transportation account for the largest proportion of travel expenses。Overseas travel users have strong shopping needs and spending power，Accommodation and transportation are also their main expenses。Therefore，The tourism policy of the destination government simply reducing or waiving tickets for scenic spots is basically unattractive to tourists。

Temple in Chiang Mai, Thailand Source: Photo Network

In the context of the new normal of tourism，Capital、Projects and tourists are closely connected，Together they gave birth to new tourist hotspots。The flow of capital has injected strong vitality into the tourism industry，Promoted the innovation and development of the project。And the project itself，Whether it is a unique natural landscape or a rich cultural experience，They are all key factors in attracting tourists，Stimulating their desire to explore。At the same time，Tourists’ needs and evaluations also have a profound impact on the development direction of the tourism industry。Interaction of these three，New hot spots continue to emerge in the tourism industry，Bringing more diversity to tourists、A richer travel experience。