Consumption of ice and snow will become a hot spot during the 2022 Spring Festival

Consumption of ice and snow will become a hot spot during the Spring Festival in 2022

Consumption of ice and snow will become a hot spot during the Spring Festival in 2022. According to data from the Ministry of Culture and Tourism, during the seven-day Spring Festival holiday in 2022, there will be 251 million domestic tourism trips across the country. With a year-on-year decrease of 2.0%, ice and snow consumption will become a hot spot during the 2022 Spring Festival. Ice and snow consumption will become a hot spot during the 2022 Spring Festival 1

The Spring Festival coincides with the Winter Olympics, and the tourism year is full of flavor. According to calculations by the data center of the Ministry of Culture and Tourism, during the seven-day Spring Festival holiday in 2022, there will be 251 million domestic tourism trips across the country, a year-on-year decrease of 2.0%. On a comparable basis, it has recovered to 73.9% of the same period during the Spring Festival holiday in 2019; domestic tourism revenue was 289.198 billion yuan. , a year-on-year decrease of 3.9%, returning to 56.3% during the same period during the Spring Festival holiday in 2019.

During the Spring Festival holiday, visiting relatives and friends, urban leisure, rural vacation, and ice and snow leisure have become the mainstream of the market. The popularity of ice and snow tourism has increased, becoming a new highlight of this year’s Spring Festival holiday tourism. Driven by the warm atmosphere of the Winter Olympics, ice and snow tourism, mainly ice and snow sports, has become a fashionable and trendy way to play during the Spring Festival holiday in the Year of the Tiger. 14 premium ice and snow themed sports tourism routes during the Spring Festival holiday in Beijing, Liaoning, Jilin, Zhejiang, Sichuan, and Xinjiang were released, bringing skiing, hot springs, intangible cultural heritage, study, food, hotels and other businesses in the surrounding areas. Scenic spots such as Jinshanling Ski Resort in Luanping, Hebei, Ice and Snow World in Harbin, Heilongjiang, and Tianzhu Mountain Ski Resort in Anhui are relatively popular. Hubei Shennongjia combines ice and snow tourism with sports, festivals and B&Bs to create a combination product of "skiing + snow viewing + celebrating the New Year + staying in B&Bs". The Yuntai Mountain Scenic Area in Jiaozuo, Henan Province reopened on New Year's Eve, attracting a large number of tourists to experience the fun of ice and snow tourism at the ski resort "at their doorstep".

During the Spring Festival holiday, Beijing’s ice and snow activities were extremely popular. The city’s 60 Winter Olympics and Spring Festival landscape “check-in points” and check-in activities attracted many people to participate. Many scenic spots, parks, and ski resorts have launched ice and snow themed activities, attracting many tourists. Ice and snow activities attach equal importance to traditional activities. The Winter Olympics and festivals have become the main theme of holiday tourism consumption in Beijing.

The "peripheral travel + in-depth travel" model is highlighted, and the trend of quality and personalization of short-distance travel is prominent. Data shows that during the 2022 Spring Festival holiday, the proportion of intra-provincial travel and inter-provincial travel were 78.3% and 21.7% respectively. Short-distance leisure activities such as short-distance self-driving tours, parent-child tours, theme park tours, and ice and snow tours have increased significantly. Finding "New Year's flavor" locally has become the choice of more and more people during the New Year. Short-term leisure activities such as booking guides, nearby exquisite camping, car rental and self-driving local tours, and exquisite travel photography have been upgraded, and quality and personalized products are more in line with Spring Festival travel needs. "B&B is the destination" and "bathing in B&B hot springs" have become important ways for family travel and parent-child travel during holidays. Single-family B&Bs are popular, and it has become fashionable to “keep a small courtyard to celebrate the New Year”. Data from a B&B platform shows that the number of orders for single-family B&Bs during the 2022 Spring Festival increased by approximately 56% compared with the 2021 Spring Festival. Bookings for rural B&Bs in Beijing are booming, with a year-on-year increase of 1.4 times in 2021, showing a situation of "it is hard to find a room".

Traditional folk culture is organically integrated into the Spring Festival activities, creating a strong cultural atmosphere to welcome the Spring Festival. Various places are decorated with lanterns and colorful decorations to decorate ancient villages and towns. New Year paintings, Spring Festival couplets, window grilles, temple fairs, dragon dances, lion dances and other New Year elements create a strong "New Year flavor". Temple prayers, intangible cultural heritage experiences, folk New Year greetings and other activities are very popular among tourists. . The CCTV Spring Festival Gala featuring Sanxingdui cultural relics set off a boom in museum tourism, and "Celebrating the New Year in the Museum" gradually matured and formed a brand. The rural market in northern Anhui Province puts on exciting performances in turn, such as Huainan Shou County Dagu, Suzhou Si County Sizhou Opera, Taihe Lion Lantern and other performances, attracting many tourists from surrounding areas. Various parts of Fujian have carried out wonderful themed activities around the "Fu" culture.

In addition, digital technology enriches cultural and tourism experiences, and various online cultural service activities such as cloud exhibitions, cloud Spring Festival Gala, cloud lectures, and cloud performances are actively carried out at all levels. Shaanxi launched the "Cloud Enjoying Culture·Healthy New Year" online cultural tourism activity to benefit the people. Jinan, Shandong Province organized a series of online activities called "Viewing the Spring City in the Cloud and Traveling to Jinan". Hebei, Shanxi, Shanghai, Jiangsu, Guizhou, Yunnan and other places have strengthened the application of smart tourism technology to facilitate tourists to obtain one-stop information such as reservations, flow restrictions, epidemic prevention and control, management services, etc. through the official WeChat public account of the scenic spot, using big data Guide tourists to travel during off-peak hours to achieve scientific control and smart traffic limitation.

Ice and snow consumption will become a hot spot during the 2022 Spring Festival 2

The overall Spring Festival tourism data is relatively weak, mainly affected by factors such as repeated epidemics and local Chinese New Year celebrations. According to data from the Ministry of Culture and Tourism, during the seven-day Spring Festival holiday in 2022, there were 251 million domestic tourism trips across the country, a year-on-year decrease of 2.0%. On a comparable basis, it recovered to 73.9% of the same period during the 2019 Spring Festival holiday; domestic tourism revenue was 289.198 billion yuan, a year-on-year decrease 3.9%, returning to 56.3% during the same period during the Spring Festival holiday in 2019.

The policy for returning home during the Spring Festival in 2022 will become more flexible, and the flow of returning passengers will increase significantly. On January 15, the Ministry of Transport estimated that 1.18 billion passengers would be sent nationwide during the Spring Festival in 2022, with an average of 29.5 million passengers per day, +35.6% year-on-year in 2021, -20.3% year-on-year in 2020, and -60.4% year-on-year in 2019 before the epidemic. Based on the above tourist arrivals data, the growth in passenger flow mainly comes from the return flow, thanks to the relatively flexible return policy this year. Except for the strict control in medium and high-risk areas and the northern Winter Olympics region, the control in other areas is relatively normalized and relaxed.

Short-range local travel is still the mainstay, with Hainan and Northeast China being the most popular. According to data from the Ministry of Culture and Tourism, during the 2022 Spring Festival holiday, the proportions of intra-provincial travel and inter-provincial travel were 78.3% and 21.7% respectively. Under epidemic control, short-distance local travel remains the mainstay. At the same time, some tourist destinations perform well, such as Hainan and Northeast China, which are relatively popular.

Duty-free: Under preferential activities, tax-free sales increased by more than 30%. According to data from the Hainan Provincial Department of Commerce, from January 30 to February 5, the total sales of the province's 10 duty-free shops on outlying islands were 1.983 billion yuan, an increase of more than 30% compared with the Spring Festival in 2021; of which, duty-free sales were 1.82 billion yuan; The number of duty-free shoppers was 277,800, an increase of nearly 40% compared with the Spring Festival in 2021; the number of duty-free items purchased was 1,651,700.

Hotels: Celebrating the Chinese New Year in situ and returning home to celebrate the Chinese New Year jointly drive demand for hotels, and theme resort hotels are highly popular.

According to Ctrip platform data, as of February 5, hotel searches continued to rise during the Spring Festival, with a year-on-year increase of 81%. When celebrating the Chinese New Year locally, local hotel orders accounted for approximately 60%; when returning home to celebrate the Chinese New Year, the order volume of rural hotels more than doubled compared to last year’s Spring Festival. Themed resort hotels are very popular, and bookings in destination cities such as Xinjiang, Hainan, Jilin, etc. have increased significantly. During the Spring Festival, themed resort hotels are very popular. Orders for hot springs, parent-child and other themed hotels are expected to account for 55% and 12% of the total orders respectively.

Retail & catering: celebrating the Chinese New Year on the spot drives offline consumption, and the Winter Olympics boosts ice and snow consumption. During the Chinese New Year in situ, offline consumption in some key provinces and cities picked up. For example, during the Spring Festival in Shanghai, the city's offline consumption payment amount was 37.1 billion yuan, an increase of 28.6% compared to the same period in the lunar calendar in 2019, of which the catering industry's offline consumption payment amount was 3.92 billion yuan. The growth rate is 8.7% year-on-year in 2021 and 9.7% year-on-year in 2019. Driven by the Winter Olympics, the enthusiasm for ice and snow consumption is high. According to Alibaba's "Year of the Tiger Spring Festival Consumption Trend Report", from New Year's Eve to the fourth day of the first lunar month, Tmall's ski equipment increased by more than 180% year-on-year, and the ice sports category increased by more than 300% year-on-year. Consumption of ice and snow will become a hot spot during the 2022 Spring Festival 3

The Spring Festival holiday of the Year of the Tiger is coming to an end. On February 6, reports released by multiple online travel platforms showed that during the Spring Festival of the Year of the Tiger, local travel trends were obvious, with parent-child orders accounting for a high proportion, and the Winter Olympics driving "ice and snow travel" to become the most popular theme.

The number of trips during the Spring Festival increased by more than 30% year-on-year, and air tickets on some routes are cheaper than train tickets.

On February 6, passengers returning home from all over the country returned together. Qunar data shows that compared with previous years, the peak day for round-trip passenger flow during the Spring Festival this year has been earlier, with passengers starting to return on the second day of the Lunar New Year. Judging from the pre-sale situation, the peak of return trips this year is concentrated on February 6. Compared with January 28, the peak day for trips back home before the Spring Festival, the volume of return trips on February 6 was nearly 20% higher.

Data from Tongcheng Travel shows that the overall passenger flow returning home before the Spring Festival this year increased by more than 40% compared with the same period last year. Among them, air ticket bookings increased by 23%, train ticket bookings increased by 41%, and bus ticket bookings increased by 41%. Bookings increased 195%.

Qunar data shows that as of 10 a.m. on February 6, travel volume during this year’s Spring Festival has increased by more than 30% compared with the same period in 2021, and air passenger volume has increased by more than 40% year-on-year.

However, even during the return peak period, air tickets for some routes are cheaper than train tickets. According to data from Qunar, the ticket prices for Guangzhou-Shanghai, Chengdu-Beijing, Qingdao-Shanghai and other routes departing on February 6 are all lower than high-speed rail tickets.

A report released by Ctrip shows that Shanghai, Beijing, Shenzhen, Guangzhou, Chengdu, Hangzhou, Sanya, Chongqing, Nanjing and Haikou rank in the top ten in the ranking of return air ticket bookings during the Spring Festival.

Local hotel bookings account for about 60%, and it is “hard to find a room in a homestay”

Reports from many online travel platforms show that Affected by the epidemic, there are obvious trends in "local travel" and "hotel stay" during the Spring Festival in the Year of the Tiger.

Ctrip platform data shows that as of February 5, hotel searches continued to rise during the Spring Festival, with a year-on-year increase of 81%. The trend of local travel is obvious, with local hotel bookings accounting for approximately 60%. During the Spring Festival, the order volume for hot springs, parent-child and other theme hotels is expected to account for 55% and 12% of the total order volume respectively.

Data from Tongcheng Travel also shows that the reverse passenger flow to visit relatives during the Spring Festival in the Year of the Tiger is superimposed on local travel demand, with local hotel bookings accounting for as high as 46%. At the same time, "staycation hotels" have become a new choice for urban people to receive family members visiting relatives in reverse, and for urban residents to enjoy the New Year atmosphere. Among them, theme resort hotels such as skiing and hot springs are the most popular among tourists, followed by seaside resort hotels with beautiful scenery.

Qunar data shows that the proportion of tourists traveling during the Spring Festival this year has reached more than 70%, and the number of hotel bookings during the Spring Festival in 2022 is nearly four times that of 2021.

On the other hand, "packing a small courtyard to celebrate the New Year" has also become a "new trend" during the Spring Festival in the Year of the Tiger.

Tujia B&B data shows that during the Spring Festival, the transaction volume of B&B orders for renting entire courtyards or villas across the country increased by 50% compared with the 2021 Spring Festival. Among them, some boutique B&Bs around Shanghai and Beijing have been booked one month in advance. During the Spring Festival of the Year of the Tiger, it is difficult to find one. On the Tujia B&B platform, travelers staying in small courtyards stay for more than 2 nights on average, and the average order price exceeds 7,000 yuan.

In addition, “celebrating the New Year on the spot” has also led to the “takeaway New Year’s Eve dinner”. Meituan’s takeout data shows that during this year’s Spring Festival, the search volume for the keywords “New Year’s Eve dinner” and “Spring Festival” increased by 17% compared with the same period last year; during the Spring Festival in the Year of the Tiger, the number of takeout merchants providing New Year’s Eve dinner increased by 200% compared with last year’s Spring Festival. , New Year’s Eve food sales increased by 143.25% year-on-year.

The Winter Olympics drives "ice and snow tourism", and "post-00s" become the main force in ice and snow tourism during the Spring Festival

On February 4, the Beijing Winter Olympics officially With the opening of the Winter Olympics, "ice and snow tourism" has become the most popular entertainment theme during the Spring Festival of the Year of the Tiger.

Mafengwo’s big data shows that the “Winter Olympics effect” has driven cities rich in ice and snow resources to lead the popularity of the Spring Festival holiday. “One-day trips” are the first choice for travel, and 70.8% of young people choose the city where they are located. Or take a "one-day trip" in the suburbs. Beijing, the "City of Double Olympics", firmly ranks first among the most popular cities during the Spring Festival holiday. The average increase in the popularity of Winter Olympics-related searches such as "ice and snow" and "skiing" in Beijing is more than 215%. The Winter Olympics mascot "Bingdundun" The search popularity increased by 300%.

Tongcheng Travel’s big data shows that during this year’s Spring Festival, the number of orders for ice and snow scenic spots across the country increased by 68% compared with the same period last year. Fliggy data shows that orders for ice and snow tourism-related products during the Spring Festival of the Year of the Tiger increased by more than 30% compared with last year’s Spring Festival. On the Ctrip platform, ticket orders for ice, snow, and ski resorts increased by nearly 40% year-on-year.

After skiing, soaking in hot springs and experiencing the ultimate of ice and fire has become a new way for young people to unlock ice and snow tourism. Fliggy data shows that the number of orders for the "ice and snow + hot spring" combination products during the Spring Festival increased by more than 40% year-on-year. In addition, Ctrip platform data shows that as of February 5, ski-themed hotel bookings during the Spring Festival increased by 54% year-on-year.

Data shows that “Generation Z” (the generation born between 1995 and 2009) is becoming a new force in ice and snow tourism.

According to Fliggy data, Spring Festival ice and snow travel bookings for the “post-00s” generation increased by more than 80% year-on-year, far exceeding that of other age groups. Tongcheng travel data also shows that young people are more interested in trying ice and snow sports. The "post-90s" and "post-00s" account for more than half of the people who book ice and snow sports scenic spots.

It is worth mentioning that data from multiple online travel platforms show that women account for 60% of Spring Festival ice and snow travel orders.

Wu Ruoshan, a special researcher at the Tourism Research Center of the Chinese Academy of Social Sciences, believes that ice and snow tourism has become the hottest tourism industry during the Spring Festival of the Year of the Tiger due to the concurrent hosting of the Beijing Winter Olympics. Ice and snow sports tourism, ice and snow folk tourism, ice and snow tourism Various products such as health and wellness tours and indoor ice and snow tours provide tourists with many choices for enjoying the ice and snow. New segmented industries such as ice climbing, curling, and extreme snow sports will attract more attention from young people. Compared with northerners who are familiar with ice and snow, southerners have more curiosity and expectations for ice and snow. In recent years, with the gradual increase of ski resorts in the south, the "potential" ice and snow consumption demand in the south has been gradually released, and ice and snow tourism has become a true "national tourism".