According to the data center of the Ministry of Culture and Tourism, 308 million domestic trips were made during the Spring Festival holiday this year, up 23.1% year on year, recovering to 88.6% in the same period of 2019. Domestic tourism revenue reached 375.843 billion yuan, up 30% year on year, recovering to 73.1% in the same period of 2019. China's cultural and tourism markets during the Spring Festival holiday were generally safe, stable and orderly.
1. Rich supply of cultural and tourism products
On the condition that production safety and epidemic prevention and control requirements are well implemented, 10,739 A-level tourist attractions, or 73.5 percent of the country's total A-level tourist attractions, are open normally. The Ministry of Culture and Tourism and the General Administration of Sport of the State jointly issued the "high-quality Sports Tourism Routes during the Spring Festival Holiday" to promote Spring Festival tourism and leisure activities. Beijing, Tianjin and Hebei jointly launched 10 high-quality tourism routes themed on the Beijing-Tianjin-Hebei region to hold the Beijing-Tianjin-Hebei snow and Ice tourism season. Performances, exhibitions, lantern fair, village evening and other activities were wonderful. 160 accounts on 87 platforms participated in the live broadcast of "Art China 2023 Spring Festival Special", which received 27.1541 million views. About 110,000 mass cultural activities were held nationwide, attracting 473 million people. According to incomplete statistics, there were more than 9,400 commercial performances in China during the Spring Festival holiday, an increase of 40.92% over 2022 and 22.5% over 2019, with box office revenue of 378 million yuan and attendance of 3.238 million people. A total of 10,522 non-inherited practices were held across the country, and the "Culture into 10,000 Homes -- Year of Live Video Streaming in My Hometown" campaign received more than 65,000 videos and broadcast more than 580 live videos.
2. Measures to benefit the people have boosted the recovery of cultural travel consumption
Local governments have introduced policies and measures to benefit the people, such as reducing or discounting tickets for scenic spots and issuing cultural and tourism consumption vouchers. According to incomplete statistics, 1,281 A-level tourist attractions are open for free during the Spring Festival, accounting for 9 percent of the country's total A-level tourist attractions, of which 62 5A-level tourist attractions are free. A total of 52 A-level scenic spots in Luoyang City, Henan Province, and 377 A-level scenic spots such as the site of the Zunyi Conference, Chishui Danxia Tourist Area and Huangguoshu Scenic Area have launched tick-free activities. The Shandong provincial government will allocate 210 million yuan to subsidize cultural tourism vouchers and waive tickets for scenic spots. Hebei Province and Inner Mongolia Autonomous Region made overall arrangements to provide consumers with packages of gifts.
3. Cultural and tourist activities spring atmosphere strong
Various cultural and tourist activities are held throughout the country, which are welcomed by local people and tourists. With the theme of "Happy New Year, everything you want", Shanghai City has launched a variety of "New Year" dinners, including nearly 500 cultural and travel activities in ten major themes. More than 650 events in seven categories were held in 11 cities in Shanxi Province, jointly launching the brand of "Happy Chinese Year, Authentic Shanxi Flavor". Sanya City in Hainan Province has launched yacht tourism, water tourism, low-altitude tourism, rural tourism and other special tourism products and tourist routes, and organized activities such as the Spring Festival fair and the National Tide Garden tour. With the theme of "Beautiful Ice and Snow Season, Celebrating the New Year of Intangible Cultural Heritage", Heilongjiang Province has held the Second Heilongjiang Ice and Snow Intangible Cultural Heritage Week, and carried out such activities as "Paper-cutting Exhibition of 100 people, 100 meters and 100 Pictures" and "Light Show of Intangible Cultural Heritage to Welcome Spring".
4. Night culture and tourism consumption become the highlight of the market
Focus on the characteristics of "the city that never sleeps" to stimulate the vitality of night consumption. According to the data monitoring, the passenger flow of 243 national night cultural and tourism consumption clusters was 52.122 million, with an average of 30,600 people per cluster every night. The Badaling section of the Great Wall in Beijing was opened to the public for the first time during the Spring Festival. In Chengdu City, Sichuan Province, night tour in Jinjiang, Chengdu Light Fair, Light Festival, Spark Festival and other night tour activities are carried out. In Yibin City, new business forms and scenes such as night drinking, night view, night entertainment, night shopping and night tour are introduced. Xi 'an City, Shaanxi Province, held a city Wall Lantern Festival with the theme of "Dream Chang 'an with Splendour, Warm and Peaceful Chinese Year". Chongqing City has held an urban art festival with a series of activities, including fireworks, light shows and drone shows.
