China Tourism Academy, together with Ctrip Group, UnionPay Business and Mafengwo, released the "Labor Day Holiday Tourism Big Data Report"

Based on the data from telecommunications operators, online travel service providers and local tourism departments, the China Tourism Academy has calculated that during the May Day holiday, the country received 147 million domestic tourists, a year-on-year increase of 9.3%, and realized domestic tourism revenue of 87.16 billion yuan, a year-on-year increase of 10.2%. In order to further review the characteristics of May Day holiday tourism, the China Tourism Academy, together with Ctrip Group, UnionPay Business, Mafengwo Travel Network and other tourism big data joint laboratories, jointly released the "2018 May Day Holiday Tourism Big Data Report", and the tourism market operation showed four prominent characteristics of "prosperity, high, smooth and willing".

1. Global tourism is gaining momentum, and mass tourism consumption is booming

During the May Day holiday, tourism consumption hit a new high. According to the online and offline orders of Ctrip's mobile app and more than 6,000 Ctrip stores, during the May Day holiday, tourists from 270 cities in my country signed up online for various domestic and outbound travel products, reaching more than 30 provinces and cities across the country, 80 countries around the world, 185 provinces, cities and regions, and 930 destination cities. UnionPay Business data shows that tourism consumption has increased significantly. Starting from the first three days of the May Day holiday (April 26), the number of tourists began to show an upward trend and reached its peak on April 30. Shopping and catering consumption grew rapidly, and consumption in sports events, folk activities, and comprehensive commercial entities increased significantly. The year-on-year growth rate of catering and shopping consumption in other places was relatively high. The top ten cities in the country in terms of total consumption by non-local tourists were Beijing, Shanghai, Shenzhen, Guangzhou, Nanjing, Hangzhou, Chongqing, Dalian, Chengdu, and Sanya. A special survey by the China Tourism Research Institute showed that more than 50% of tourists traveled with family and friends. Cultural activities such as museums, art galleries, science and technology museums and art performances are very popular, and urban leisure places such as large-scale integrated business districts and commercial blocks are hot. Outdoor outings, urban cultural leisure, and parent-child play are jointly leading the market hotspots.

Trends in the number of tourists during the May Day holiday

Growth of tourist consumption in various industries during the May Day holiday

Top 10 cities with the highest total spending by foreign tourists during the May Day holiday

Data source: China Tourism Academy & UnionPay Business Travel Consumption Big Data Joint Laboratory

2. Consumption upgrade and personalized experience are on the rise

As people pay more attention to the travel experience, conventional sightseeing tours can no longer fully meet the personalized needs of tourists. This year, a number of fashionable new ways of playing have emerged during the May Day holiday, and customized tours, theme tours, and local guides are popular. According to Mafengwo data, during the May Day holiday, the ten most concerned keywords for free travel tourists are: itinerary planning, self-driving, attractions, food, hotels, transportation, weather, pre-trip preparation, parent-child travel, and islands. Among them, the most questions were about self-driving itinerary planning, and travel notes and discussions about local tourism consumption such as destination food, attractions, and transportation also received widespread attention from tourists. According to Ctrip's theme tour data, the most popular theme tour types during the short holiday are: luxury travel life, hiking, in-depth photography, diving, and polar exploration. Experiencing the life of the British royal family and savoring the leisurely afternoon tea at Downton Abbey are no longer a plot in TV dramas. Through a variety of travel methods, tourists can experience it in person and try more new ways of playing. In addition, tourists can experience a catamaran charter trip with Phuket's "foreign guides", go to Malaysia to dive into the Sabah mangroves to explore the dance of proboscis monkeys and fireflies, or even make terracotta warriors themselves in Xi'an.

Data source: China Tourism Academy & Mafengwo Travel Network Free Travel Big Data Joint Laboratory

Data source: China Tourism Academy & Ctrip Tourism Big Data Joint Laboratory

Data source: China Tourism Academy & Ctrip Tourism Big Data Joint Laboratory

3. The market is stable and orderly, and service quality has been significantly improved

During the holidays, Ctrip data shows that the top ten domestic tourist cities that are most popular and chosen by tourists are: Beijing, Shanghai, Chongqing, Hangzhou, Kunming, Chengdu, Xi'an, Guangzhou, Nanjing, and Lhasa; the top ten domestic tourist cities chosen by tourists most The major leisure vacation destinations are: Sanya, Xiamen, Guilin, Lijiang, Zhangjiajie, Jiuzhaigou, Huangshan, Wuzhen, Daocheng, Zhoushan; the top 15 most popular outbound travel destination countries are: Thailand, Japan, Singapore, Vietnam, the United States, Indonesia, Malaysia, Cambodia, South Korea, the Philippines, Australia, Italy, Spain, France, Turkey, domestic and foreign popular destinations and scenic spots have withstood the test, and the tourism market has operated smoothly and orderly. Culture and tourism authorities at all levels stick to their posts, publish holiday travel guides, conduct on-site supervision and inspection of tourism order, implement big data monitoring, analysis and early warning, and joint emergency response. The cultural market reporting hotline 12318 and the tourism service hotline 12301 are online all day long. Culture and tourism There have been no national emergencies or major negative public opinions in the tourism market. Dynamic data on holiday tourism service quality monitored over a long period of time by the China Tourism Academy shows that during the May Day holiday, some scenic spots provided warm services to tourists, and the overall service quality of tourist destinations and core businesses improved significantly.

Data source: China Tourism Academy & Ctrip Tourism Big Data Joint Laboratory

4. People look forward to more statutory holidays

This year, the trend of combining holidays and traveling during off-peak hours has become a trend. According to statistics from Ctrip's independent travel and group travel products, 41% of tourists choose itineraries within 3 days, 38% choose 4 to 6 days, and 21% choose more than a week. Six out of ten tourists combine holidays to travel. According to statistics from departure dates, 37% of tourists departed two days before the holiday. The passenger flow was the most concentrated two days before the May Day holiday, accounting for 51%. In order to avoid the peak passenger flow and enjoy preferential prices at the same time, more and more people are taking the initiative to travel during off-peak or off-season. At the same time, it has become a popular call to increase public holidays and extend the May Day holiday through legal procedures. Survey data shows that the actual implementation rate of my country's paid leave system is only 50%, and the proportion of people willing to travel through paid leave is more than 80%, while only 30% of employees actually use paid leave to travel. Increasing statutory holidays can better meet people's yearning for a better life.

Data source: China Tourism Academy & Ctrip Tourism Big Data Joint Laboratory