National Tourism Administration: It is estimated that the domestic tourism market will reach 385 million person-times and tourism revenue will reach 476 billion yuan during the 2018 Spring Festival holiday.

Traveling has become an important way to celebrate the holidays. The 2018 Spring Festival is approaching. The National Tourism Administration Data Center predicts that during this year's Spring Festival holiday, the national holiday domestic tourism market will reach 385 million person-times and it is expected to achieve tourism revenue of 476 billion yuan, a year-on-year increase of 12% and 12.5% ​​respectively.

In the era of mass tourism, tourism has become an important way for the general public to celebrate the Spring Festival. This year's Spring Festival tourism market continues to be prosperous. Among them, family travel still accounts for the mainstream, and the demand for medium and long-term travel continues to be strong, while surrounding leisure and leisure tourism have become increasingly popular experiences for tourists. At the same time, with the continuous implementation of the paid annual leave system for employees, residents are more inclined to choose staggered vacations, with more freedom in time and space choices and more rational consumption choices.

The tourism market is hot, and family travel is the mainstream

The survey shows that in the first quarter of 2018, the willingness of Chinese residents to travel was 83%, of which 48.9% of tourists chose to travel during the Spring Festival.

In terms of travel content, the theme tourism and leisure market targeting family tourists, such as study tours, island tours, cruise tours, ice and snow tours, and rural tours, is very popular.

Demand for medium and long-term travel is strong, and surrounding leisure has become a new trend

Among the residents who wanted to travel during the Spring Festival, 65.9% chose domestic medium- and long-term travel, the highest proportion.

Phoenix Travel reporters learned that the top ten popular tourist destinations chosen by tourists are: Sanya, Harbin, Hangzhou, Xiamen, Zhangjiajie, Beijing, Shanghai, Kunming, Chengdu and Chongqing.

It can be seen that going south to avoid the cold and going north to play in the snow are still important motivations for tourists to travel during the Spring Festival. Relevant places should be prepared to deal with the peak of tourist flow. The proportion of residents who choose to travel in the suburbs reached 34.5%, indicating that family reunions and short-distance family travel will increase during the Spring Festival. Combined with the peak of returning home, commercial blocks, museums, theme parks, amusement parks, zoos, temple fairs, etc. in second- and third-tier cities will welcome a large number of tourists.

Leisure travel surpasses sightseeing travel, and travel experience attracts attention

The survey shows that vacation and leisure surpassed sightseeing to become the primary motivation for residents to travel during the Spring Festival holiday.

Tourists who choose vacation and leisure to relieve work pressure account for 50.5% of residents who have the intention to travel, tourists who choose sightseeing and broaden their horizons account for 48.9%, and health and leisure tours such as hot spring tours and health tours are the most popular among tourists.

In addition, tourists who choose to discover and explore account for 36% of residents who have the intention to travel, indicating that the tourists' requirements for tourism quality have been further improved. Sports and leisure products combined with ice and snow tours, high-tech experience products combined with study tours, ecological picking and food tasting activities combined with family tours and other highly personalized and experiential tourism products are very popular and are expected to attract more tourists.

Freer choices of time and space, more rational consumption choices

With the continued implementation of the paid annual leave system for employees, residents are more inclined to choose staggered vacations. Surveys show that the proportion of early travel and delayed return is increasing, and the Spring Festival tourism market has a trend of breaking through the holiday and expanding to the post-holiday period.

In terms of travel methods, independent travel has become the main travel method for residents during the Spring Festival, with the proportion of family self-guided tours reaching 52.7%. In terms of transportation, the proportion of self-driving tours reached 44.7%, and high-speed rail tours and train tours accounted for 18.8%.

At the same time, more and more tourists pay more attention to the service quality and brand image of travel agencies, and are less sensitive to prices. The survey shows that 36.7% of tourists consider brand as the primary factor when choosing a travel agency, 17.9% of tourists choose travel agencies that they are familiar with or nearby, and only 6.2% of tourists choose travel agencies with low prices.