In order to gain a more comprehensive understanding of the tourist appeal, market influence, and service quality of ancient towns, and to provide a basis for enhancing visitor loyalty and promoting the sustainable development of ancient town tourism, the China Tourism Academy (Data Center of the National Tourism Administration) and the Jiaxing Municipal Bureau of Culture, Radio, Television, and Tourism jointly released the 2024 Ancient Town Tourism Development Index Report. The Ancient Town Tourism Development Index is an important indicator for assessing the level of development of ancient town tourism. From the perspective of visitors, the research team constructed an index system based on three dimensions: search popularity before the trip, tourist popularity during the trip, and visitor satisfaction after the trip. Seventy ancient towns and villages with high market attention were selected as samples. By comprehensively utilizing big data monitoring systems, results from “visitor satisfaction” surveys, questionnaire data from tourism big data platforms, as well as relevant information from platforms such as Baidu, Ctrip, and Mafengwo from November 2023 to October 2024, the level of development of ancient town tourism was scientifically and quantitatively assessed after data cleaning and analysis.

(China Tourism Academy is a member of IMTA)

Editor Ⅰ: Zhang Wenwen

Editor Ⅱ: Bao Gang

Editor Ⅲ: Liu Guosong