Tencent Advertising & Tongcheng Travel: 2022 Summer Travel Report

Tencent Advertising and Tongcheng Travel jointly released the 2022 Summer Travel Report (hereinafter referred to as the " Report " ), which took stock of the summer travel market based on data such as travel consumption and travel content attention of both parties. The report shows that since June , with the full resumption of work and production in major core cities in China, the travel market has shown a "V" -shaped recovery curve. This summer, with the relatively stable national epidemic prevention and control situation, domestic long-distance travel and cross-provincial travel have recovered rapidly, and the local travel and surrounding travel markets have maintained a high level of activity.

Among the major domestic travel destinations, Chengdu, Chongqing and the Pearl River Delta urban agglomeration have high travel activity. In addition, the tourism popularity of cities with cool climates and suitable for summer vacation, such as Kunming, Guiyang and Harbin, has also risen rapidly, and all have entered the top ten in the country. Tongcheng Travel data shows that the top ten cities in the 2022 summer domestic popular travel destinations are Chongqing, Chengdu, Kunming, Guangzhou, Shenzhen, Guiyang, Hangzhou, Xi'an, Harbin and Zhengzhou. In addition, in terms of tourism content, the popularity of summer tourism-related short videos and live broadcasts has increased significantly, and cultural and popular science live broadcasts are most popular among parents and students.

Summer vacation tourism is growing rapidly

Long-haul travel recovered significantly in July

In terms of air tickets, the average price of domestic air tickets rose significantly in the last week of June and maintained a relatively high price level in July. Zhang Mingyang, a senior researcher at Tongcheng Research Institute, introduced that the standard for charging fuel surcharges for domestic air tickets reached a historical high in July 2022 , and the long - distance travel market recovery factor made the air ticket prices in July relatively high. After August 5 , air ticket prices fell slightly. This summer, Shenzhen - Chongqing, Chongqing - Shenzhen, Guangzhou - Chongqing, Hangzhou - Guiyang, Guangzhou - Chengdu, Wenzhou - Guiyang, Chengdu - Guangzhou , Guiyang - Wenzhou, Shenzhen - Chengdu, and Chengdu - Shenzhen are the most popular domestic routes in summer. Among them, the round-trip routes between Chengdu, Chongqing and Guangzhou and Shenzhen are relatively popular, and the passenger flow between the surrounding cities of the Yangtze River Delta and Guiyang has been high.

Popular train ticket routes are mainly between core cities within major urban agglomerations. Data shows that travel between the Pearl River Delta urban agglomerations is the most active, and round-trip routes between Guiyang - Bijie, Kunming - Qujing, and Chengdu - Chongqing are also among the top ten.

Qiandongnan, Guizhou is the city with the highest increase in domestic tourism popularity during the summer of 2022. The local climate is suitable, and many folk tours and summer vacation tours have been developed, attracting residents from the province and the country to go on vacation. Guiyang also entered the top ten in the country with a relatively fast growth in tourism popularity. Previously, Tongcheng Travel and the Guizhou Department of Culture and Tourism issued two rounds of cultural and tourism consumption coupons, which to a certain extent accelerated the pace of local cultural and tourism recovery. Tongcheng Travel data shows that in July this year, the number of tourists in Guizhou increased by nearly 50% month-on-month , and the number of hotel orders increased by nearly 70% month- on-month. In addition, coastal cities such as Foshan, Zhoushan, and Wanning also ushered in a peak in travel passenger flow during the summer vacation.

Hot weather is suitable for night travel

Outdoor play is popular

Among the tourists traveling in the summer of 2022 , parents and children and students became the main consumer groups, among which parents and children accounted for 34% and students accounted for 29% . Visiting relatives, traveling and graduation trips in the summer have become the " new rigid needs " of the student group . Zoos and museums that " combine education with entertainment " are more popular with parents and children, and their tourism attention reached a peak in mid- July and early August respectively.

In the summer of 2022 , many destinations and scenic spots have launched new night markets, garden tours and other special night tourism activities, providing tourists with more night tourism consumption options and further activating the domestic night tourism economy. In addition, the cool water travel " cruise \ cruise " , rural tourism and red tourism have attracted more attention from tourists. Among the various types of scenic spot themes, natural scenery, cultural relics, seaside islands, garden towns, theme parks and zoos are all popular choices for people to travel.

High-speed rail and homestay are the most searched travel keywords when people travel during the summer vacation. The increase or decrease of air tickets and fuel costs is directly related to the " wallets " of travelers , and related information and travel products are also of interest to tourists.

In a market environment dominated by local and surrounding tours, a variety of outdoor activities have become a new choice for young people's travel consumption. Tencent's public data shows that " camping " is the " popular king " in the summer of 2022 , and the attention and discussion reached this year's peak in mid- August . In addition, cycling and mountaineering are also important forms of local and surrounding tours for the public in the summer, especially after the beginning of autumn, when the northern region gradually bids farewell to the hot summer, and more and more users begin to pay attention to this type of outdoor travel. Data shows that users' attention to cycling has reached two small peaks in mid- July and early August . As the latest popular leisure sport in 2022 , frisbee has also seen a sharp increase in attention twice in mid- July and early August , and more and more people are beginning to pay attention to and participate in this sport.

Travel videos can both promote knowledge and popularize science

Museum live streaming is very popular

The WeChat video accounts of tourist attractions have become a new way for them to attract tourists. Tourists can not only choose travel destinations through the content of the video accounts, but also learn scientific knowledge through these short videos and live broadcasts.

Beautiful and magnificent natural scenery and ancient town style with a strong historical atmosphere are the most popular video content for users. Tencent's relevant data shows that the top ten tourist attractions in the summer of 2022 with the most video accounts are Baidicheng Qutangxia Scenic Area, Wuyishan Tourism, Yingxiang Ecological Park, Langzhong Ancient City, Yuntaishan Scenic Area, Chengdu Panda Base, Changsha Underwater World, Huishan Ancient Town Scenic Area, Yunhe Terraces and Heshun Ancient Town Scenic Area.

Among the tourism-related live broadcasts, cultural and popular science content is the most popular among users. Data shows that in July 2022 , the attention to museum video accounts increased by 89% month-on-month. For example, the theme live broadcast of " Exploring the No. 4 and No. 28 Hundred Plays Terracotta Warriors Unearthed from the Qin Mausoleum " at the Qin Shihuang Mausoleum Museum attracted nearly 700,000 people to watch online. The popular science live broadcasts of the Hunan Provincial Museum, the National Museum, the Sichuan Cuisine Museum, and the Tianyi Pavilion Museum also received a high level of attention. In addition, many scenic spots, parks, and zoos also bring cloud travel experience and knowledge popularization to the audience through immersive video live broadcasts.