2024年上半年中国国内旅游市场情绪报告

China Domestic Tourism Content Disclaimer12 Introduction In 2023, the tourism industry saw a remarkable resurgence after the COVID-19 pandemic, particularly in domestictourism. Noteworthy trends and concepts such as "Crowd Mode," "Reverse Tours," "Gen Z," "Village BA," "SpecialForces-themed Tours," and "Zibo Barbecue" showcased the industry's diversity and its integration of various WTA, in collaboration with Horwath HTL, a leading global hospitality and tourism consultancy, is releasing the “ChinaDomestic Tourism Market Sentiment Report” for the 11th time in order to monitor the evolving trends in China’s We extend our gratitude to the China Association of Travel Agents and its affiliated member units for their support.We would also like to thank the Sichuan Provincial Department of Culture and Tourism for providing us with the Background Weuse a specialized sentiment scoring model to quantify respondents’ feedback,facilitating more effective analysis and comparison of domestic tourism markets acrossdifferent regions and cities in China. These scores are presented as an index,reflecting Each question is assigned a sentiment score ranging from negative 150 to positive 150.A score of negative 150 indicates absolute pessimism, while a score of zero signifiesunchanged expectations. In addition, a score of positive 150 denotes highly optimistic This report summarizes our research findings based on326valid questionnairescollected from 28 provinces, municipalities, and autonomous regions in China.Questionnaires were received up to February 5,2024. The main conclusions drawnare By Region Market Sentiment Analysis Index“ highstart andsteady ”, Tourism Market Sustains Optimistic Expectations Continuing the upward trajectory observed in 2023, the domestic tourism market in the first half of 2024 maintains its "highstart and steady" trend. The domestic tourism market sentiment index has risen to 52, marking a 2-point increase from the The vigorous resurgence of the domestic tourism market in 2023 instills ongoing confidence and momentum in the industry.Data from the Ministry of Culture and Tourism's Department of Finance reveals that nearly 4.891 billion domestic trips were What's particularly encouraging is that the survey period, encompassing the New Year and Spring Festival holidays of 2024,followed a similar pattern to the previous year, positively shaping the outlook for the first half and indeed the entirety of 2024. Tourism Performance Performance Indicators Show PositiveForecast, Slight Cool-Down Expectedin Tourist Numbers After experiencing a significant resurgence in 2023, thedomestic tourism market continues to exhibit positive trendswithin a stable framework. Respondents in this survey While the domestic tourism market maintains an optimisticoutlook regarding the number of domestic tourist trips,there is a slight deceleration from the surge in touristnumbers observed in late 2023. This slowdown is primarily Simultaneously, both per capita average spending and revenuehave experienced increments since the latter part of 2023,indicating a resurgence in consumer confidence. However,industry practitioners are more cautious in their expectations InfluencingFactors Rising ExpectationsAcrossVarious Factors, New-Built Highspeed Railways and City Marketing Remaining Key Drivers of Domestic Newly built high-speed railways,airroutes, andthe developmentoftouristfacilities:Consistent with past trends,respondents harbor positive expectations regarding these factors. With the introduction of the tourism industry'sdevelopment plan for the 14th Five-Year Plan period, the integration of tourism and transportation has increased. Thecontinuous expansion of high-speed railways and air routes, along with the introduction of numerous scenic routes and Citymarketing:77% ofrespondents recognize the positive impact of city marketing on the domestic tourism industry. Since2023, the significance of city marketing in driving the expansion of the tourism market has become increasingly evident. Acrossthe nation, destinations have leveraged the influence of short videos and social media to significantly enhance theirattractiveness and reputation. Highlighting the successful city marketing campaigns of 2023—such as Zibo Barbecue, Village Localeconomicgrowthtrendandlocalstockmarketperformance:Thetrend of local economic growth shows a significant upward trajectory compared to the previous quarter. However, respondents maintain a cautious outlook on theperformance of the local stock market. Particularly during the research phase of this report, the domestic A-share marketexperienced a significant downturn, somewhat denting investor confidence in the current economic landscape. Nonetheless, Source Market Sentiment Score Source market confidence varies greatly,with East and South China at the forefront of the domestic market. Question:How do you expectthemarketperformanceofeachregionbelowasasourcemarketin 2024H1v