Red tourism search popularity has increased by more than 2 times year-on-year: New trends in cultural and tourism consumption during the National Day holiday
As the National Day holiday approaches, the cultural and tourism market ushers in a new round of consumption boom. The latest data shows that red tourism has become the biggest highlight of the National Day tourism market this year, with the search popularity of the entire network increasing by more than 200% year-on-year. The following combines hot topics across the network in the past 10 days to analyze this trend from the perspectives of data, destinations, user portraits, etc.
1. Comparison of core data of red tourism
| index | September 2023 | September 2022 | Year-on-year changes |
|---|---|---|---|
| Search volume peak | 580,000 times per day | 190,000 times per day | +305% |
| Related product bookings | 1.26 million pieces | 410,000 pieces | +207% |
| Short video playback volume | 2.4 billion times | 780 million times | +208% |
| Average travel days | 3.2 days | 2.5 days | +28% |
2. Top 5 popular destinations
| Ranking | City | Search volume increase | Featured Resources |
|---|---|---|---|
| 1 | Yan'an | 420% | Zaoyuan Revolutionary Site/Liangjiahe Village |
| 2 | Jinggangshan | 387% | Huang Yangjie/Red Army Mint |
| 3 | Zunyi | 352% | Zunyi Conference Site/Loushanguan |
| 4 | Xibaipo | 318% | The former site of the Central Committee of the Communist Party of China/National Security Pavilion |
| 5 | Jiaxing | 295% | Nanhu Red Boat/Revolution Memorial Hall |
3. Analysis of user group characteristics
Through e-commerce platforms and OTA data, it was found that the main customer base of Red Tourism showed the following characteristics:
| Age group | Percentage | Consumption characteristics |
|---|---|---|
| Post-00s | 32% | Prefer "red + script kill" innovative products |
| Post-90s | 41% | Passionate about checking in revolutionary landmark buildings |
| Post-60s | 18% | Choose an in-depth explanation of the team tour |
| Parent-child family | 9% | Pay attention to the study and study practice education base |
4. Phenomenon Product Inventory
1.Immersive experience project: Yan'an launched the "Return to 1942" live performance, and tourists can participate in the life experience of revolutionary eras such as spinning and land reclamation. The number of appointments during the National Day holiday has reached 120,000.
2.Digital culture and tourism integration: Jinggangshan Revolutionary Museum launched an AR guide system, and you can watch the reappearance of 3D historical scenes by scanning cultural relics through your mobile phone, with a usage rate exceeding 85%.
3.Red themed homestay: More than 20 "Red Army Inns" emerged around the former site of Zunyi Conference. The rooms were decorated with revolutionary slogans, old newspapers and other elements, and the occupancy rate continued to remain above 95%.
5. Interpretation of industry experts
Experts from the China Tourism Research Institute said: "The explosive growth of red tourism is not only due to the continuous education effect formed by the 100th anniversary of the founding of the Party, but also reflects the new demand for spiritual and cultural consumption by Generation Z. It is expected that during the National Day, the number of red tourism scenic spots will account for 23%-25% of the total number of scenic spots in the country, driving the comprehensive consumption scale of surrounding catering, accommodation, cultural and creative industries exceeds 18 billion yuan."
Conclusion:Red tourism is gradually developing from a traditional patriotic education carrier to a comprehensive cultural and tourism product integrating historical education, cultural experience, and leisure and vacation. This transformation not only satisfies the spiritual and cultural needs of the people, but also injects new impetus into the economic development of old revolutionary areas. With the continuous innovation of the "Red Tourism+" model, this market is expected to continue to release greater potential.
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