Qinhuai District of Nanjing, Jiangsu province, has formed a number of boutique night economy projects in the Confucius Temple-Qinhuai Scenic Area by linking leisure, sightseeing, food and shopping resources to enrich the night life of citizens and tourists.The picture shows a cruise ship sailing on the Qinhuai River.Li Bo/Xinhua
The 2023 China Night Economy Forum was held in Sanya, Hainan recently.The forum was co-hosted by the China Tourism Academy, Hainan Provincial Department of Tourism, Culture, Radio, Film and Television, and the People's Government of Sanya, aiming to better promote the development of night economy and give play to the leading role of night tourism innovation cases and benchmark projects.During the forum, the 2023 China Night Economy Development Report (hereinafter referred to as the Report), the 2023 Top 10 Night Economy Cities, the 2023 Top 10 Night Economy Innovation Enterprises and the 2023 Night Economy Innovation Cases were released.
1. Full recovery of night consumption
60% of resident consumption occurs at night, and night consumption is not only an economic phenomenon, but also to meet the people's yearning for a better life.The Report points out that the demand for night consumption has fully recovered.The night economy market has a solid foundation, and 95% of the public is willing to go out at night.In the first eight months of this year, the average monthly frequency of night trips was 3.27 times. Among the 363 cities monitored by the Night Tourism Research Group of the China Tourism Academy, the top 10 cities in terms of night tourists accounted for 21.4% of the total number of night tourists in China in the first eight months of this year.
According to statistics, the amount and proportion of night consumption by tourists have both exceeded those of 2019.
More than 70% of tourists have increased their night consumption compared with that of 2019. There is an increasing demand for night tourism products.According to Ctrip, the sales of night tourism products in the summer this year have increased by 692% compared with the same period of 2019. New night tourism activities such as climbing to see the night scene, night light show, cruise ship, street scene, performance, food bar and museum night tour are popular with tourists.According to Lvmama.com, the number of people booking night tourism products in the first eight months of this year has increased by 20% compared with the same period of 2019.
Scenic spots are still the main scene of night tourism. The report pointed out that the night opening rate of 5A scenic spots in 2023 will be 56.74%, more than twice that of 2020.The regular demand for night tours of cultural venues has been highlighted.On May 18, 2023, one third of the first-class museums will extend their night opening hours.The report predicts that the market size of night tourism in China will reach 1.57 trillion yuan this year.
2. Consumption scenarios continue to be rich
Dai Bin, president of the China Tourism Academy, pointed out in his keynote speech that night leisure and consumption activities have existed since ancient times, but it has only been about five years since the concept of night tourism and night economy was formally introduced and the market and government jointly promoted the practice.
In the past five years, night tourism has realized an innovative process from concept introduction to social practice, from theoretical exploration to policy implementation and then to market practice of night leisure.The demand for night cultural leisure and tourism consumption has begun to be awakened, satisfied and created.From 18:00 to 22:00 is called the "golden four hours" of night economy.With the accommodation site as the center, the blocks, business circles and cultural and historical venues within 6 kilometers are called "silver six kilometers". Night consumption scenes continue to be rich. In addition to KTV, catering and shopping, new experience projects such as immersive performance, script show, light show, music festival and hanfu garden have emerged.
In the past five years, from cities, blocks and business circles to rural areas, scenic spots and resorts, a number of night economic agglomeration spaces with distinct cultural characteristics have been formed.There are 243 national-level night cultural and tourism consumption agglomeration areas.
The report pointed out that in the past five years, night tourism has promoted the high-quality development of tourism with new scenes, new products and new forms of business, and has become a major battlefield to boost local consumption.
3. A broad space for the future
Night tourism products rich in cultural connotation are popular and sell well.The report points out that the increase of food night markets, cultural restaurants, music festivals, night cruises and night art festivals is a notable feature of night tourism product experience in 2023.
Block business districts, city night scenery, cultural and art sites, scenic spots and resorts are the areas where tourists think there will be more night leisure innovation in 2023. The future of night economy is promising.Dai Bin believes that the future night tourism should meet the new needs of tourists and urban and rural residents, and better serve the national strategy and local economic and social development requirements.Night economy is not just eating, drinking and entertainment, but also shopping, sightseeing, drama, night reading and social needs, which not only need high-quality material satisfaction, but also need high-level spiritual enjoyment.It is suggested that various regions should focus on cultivating a multi-level, multi-type and diversified night tourism industry system, and create a batch of landmark projects and phenomenal products with strong radiation and driving force.
