"2021-2022 Jiangsu Consumption White Paper" is released.

On the morning of September 24th, at the Fourth Grand Canal Urban Tourism Consumption Forum, the "White Paper of the Jiangsu Cultural Tourism Consumption Consumption from 2021-2022" was released. The "White Paper of Jiangsu Cultural Tourism Consumption in 2021-2022" was jointly launched by the Jiangsu Provincial Department of Culture and Tourism, Xinhua Pao Industry Media Group, and Nanjing Normal University. It conducted a comprehensive review and key analysis of Jiangsu Provincial Cultural Tourism Consumption in 2021-2022 The content mainly includes the macro background of Jiangsu Cultural Tourism Consumption from 2021 to 2022, the basic characteristics of Jiangsu Cultural Tourism Consumption from 2021-2022, the observation of Jiangsu City Cultural Tourism Consumption in 2021-2022, the insight and epidemic in the Jiangsu Cultural Tourism Consumer Communication Index from 2021-2022 Under normalization, five parts of cultural tourism consumption will be outlooking in the future.

This time it is the third release of the white paper of Jiangsu Cultural Tourism Consumption. The release of the three -year white paper reflects the development and development route of Jiangsu Cultural Tourism Consumption. Countermeasure.

Jiangsu Tourism Summer Revival

Traveling in Jiangsu residents prefers to southern Jiangsu

The normalization of the new coronary pneumonia's epidemic has a structural challenge and pressure to the cultural tourism industry, and it has suffered to varying degrees in many fields. Today, what is the current development status of Jiangsu's cultural travel industry?

The white paper pointed out that the tourism industry in Jiangsu quickly recovered in 2021. The annual reception of 950 million tourists in China, an increase of 5.8%over the previous year, and 90.48%from 2019; the total tourism consumption was 387.15 billion yuan, an increase of 5.2%, and the recovery of 86.27%from 2019. Generally speaking, the Jiangsu Cultural Tourism market resumed well in 2021, and the revenue of tourists and tourism market resumed nearly 90 %.

In the first half of 2022, the Jiangsu Cultural Tourism Market was affected by comprehensive factors such as epidemics. In the first half of 2022, the total number of tourists in Jiangsu Province was 308 million, respectively, 56.72%and 59.11%in the same period in the first half of 2019, respectively. The total tourism consumption was 112.472 billion yuan, which was 45.67%and 49.17%in the same period in the first half of 2019, respectively.

During the summer vacation in 2022, Jiangsu tourism ushered in a strong recovery. From July 1st to August 31st this year, a total of 101 million tourists from the province's A -level scenic spots and rural tourism spots were received, and the total tourism consumption was 35.15 billion yuan. From May to June from May to June from May Day and Dragon Boat Festival, it rose 19.32%and 16.08%, respectively. A total of 33.3231 million tourists received 33.231 million tourists at 45 provincial -level night cultural tourism consumer agglomerations, rising 11.36%year -on -year, and 78.24%before the summer during the summer.

In 2021, the top three cities in the province's cross -city tourists were Nanjing, Suzhou and Wuxi, accounting for 35.79%of the total number of tourists in the province. From the perspective of regions, the number of tourists in the province received in the southern Jiangsu region exceeded half of the total number of tourists in Jiangsu receiving the province (50.34%), which is the same as that in 2020, indicating that the residents of Jiangsu Province prefer the southern area when traveling in the province. In the first half of 2022, tourists in Jiangsu Province were mainly Nanjing, Yangzhou, Wuxi, and Suzhou, with a total proportion of 54.9%.

Rural rejuvenation, the Grand Canal, etc.

The white paper pointed out the keywords of the annual cultural tourism consumption communication of Jiangsu Province from 2021 to 2022. In 2021, the keywords with high attention of the media and netizens in Jiangsu Province were "Suzhou", "Yangtze River Delta Development", "Rural Revitalization", "Culture and Tourism", "Culture and Tourism". The Grand Canal "and so on. In 2022, the keywords with high attention of the media and netizens in Jiangsu Province in 2022 include "epidemic prevention and control", "rural revitalization", "culture and tourism", "consumption", "Grand Canal" and so on.

The influence index of cultural tourism consumption communication in Jiangsu Province showed a volatility growth in the overall development trend from January 2021 to July 2022, and in July 2022, it reached a maximum value of 942516.09. Judging from the comprehensive map of the influence index of cultural tourism consumption in various cities, in the influence index of cultural tourism consumption communication in various cities in Jiangsu, Nanjing has always ranked first in the provincial capital, followed by Changzhou and Suzhou.

According to the media provided by Xinhua Media's important cultural tourism incident and communication index provided by Xinhua Media, combined with red tourism, rural tourism, night economy, smart tourism, digital cultural tourism, cultural tourism consumption, public opinion communication capacity list, eventually selected From 2021 to 2022, the top 20 incidents of Jiangsu Cultural Tourism Public Opinion Communication, the "The Third Grand Canal Cultural Tourism Expo in Suzhou, Jiangsu" was at the top of the list. Others also included the establishment of the Yangzhou China Grand Canal Museum and the "14th Five -Year Plan" issued by Jiangsu. Cultural and tourism development planning strives to create "world -renowned tourist destinations", the trial operation of the Nanjing City Wall Museum, the opening of the 8th China Kun Opera Art Festival, the 11th Jiangsu Horticultural Expo, and so on.

The willingness and demand of cultural tourism consumption to be more segmented

Under the normalization of the epidemic, there is a huge change in cultural tourism consumption, and the willingness and demand for consumption will change. The field of cultural tourism consumption is more subdivided, and people no longer pursue traditional tourism tourism.

Under the influence of the normalization of the epidemic, people's cultural tourism consumption has shifted more outdoors. Under this opportunity, short -term and affordable rural tourism has become the first choice for residents of major cities. The most obvious change is that the time for tourists in the province to stay in the countryside is getting longer and longer. In the first half of 2021, the average stay time of tourists in the countryside was 213.09 minutes. In the first half of 2022, the average stay time of tourists in the countryside rose to 250.05 minutes. In addition, as people's travel habits become increasingly "short -range high -frequency", the demand for depressed tourism consumption has decreased, showing new features pursuing high -quality services. Data show that in 2021, the per capita tourism consumption per capita per capita tourism was 899.28 yuan, an increase of 16.2%year -on -year. On the whole, people's cultural tourism consumption levels were upgraded. The white paper pointed out that in the future, quality has become an important development trend in the tourism market. On the one hand, the diversified supply of the market has brought multiple choices to tourists. On the other hand, as young consumer groups gradually become the main force of travel, the personalized gameplay of surroundings is also richer. The troika of urban leisure, rural vacation and parent -child research vacation is driving the surrounding tour market to develop rapidly.

Cultural tourism consumption also shows the characteristics of "online". Driven by technological revolution, technology is becoming an endogenous motivation for cultural and tourism innovation. First, tourism marketing depends on online, OTA and social media are the mainstream. The second is that the "cloud" tourism is presented on the scenic area through AR and VR. The development of digital culture and smart tourism continues to meet the quality of quality, diversification, and personalized consumption of the people, so that people can feel the beauty of "water rhyme Jiangsu" more convenient and intelligent.

"One Old and One Little" Consumption of cultural tourism is significant

In 2021 to 2022, the "one old and one small" consumption characteristics are significant. The white paper pointed out that parent -child tourism and research tours have gradually been favored by parents of post -80s and post -90s. On the one hand, the number of parent -child tourism and research tours has increased. At present, the family structures in my country are mostly small families, and young parents have a higher degree of favor for parent -child travel. Parents of post -80s and post -90s have become consumer groups in the tourism market, and they have become the backbone of parent -child tourism and research travel travel forms. On the other hand, consumption demand for parent -child tourism and research tour is increased. The new generation of parents pay more attention to the improvement of children's comprehensive quality and ability. Research travel can broaden the child's vision and growth knowledge, and become a new content and method of quality education. The research tours under the "double reduction" policy ushered in development opportunities.

At the same time, the process of aging in my country has accelerated, the consumption capacity of the elderly group is also increasing, the demand for the elderly group for a better life is also stronger, and living in the elderly has become a new pension model. At the moment when market demand is constantly upgrading and iteration, more and more tourists have begun to turn to different places lifestyle pursuing the "immersion" experience. New lifestyle of the family.

At the same time, the White Paper also proposed the promotion of cultural tourism consumption in the normalization of the epidemic, and proposed to increase the help of relief and promote the recovery of the cultural tourism market; enrich the supply of high -quality products, release the potential of cultural tourism consumption; strengthen digital technology empowerment, cultivate texts Traveling a new format; focusing on the turn of tourism needs, promoting the transformation and upgrading of tourism enterprises; innovating publicity and promotion methods, expanding the influence of cultural tourism marketing; improvement of epidemic prevention and control measures, and optimizing the cultural tourism market environment.

(Xinhua Daily · Jiaojiao Point Reporter Wang Huiyang Yang Min servant/text Source: Visual Jiangsu)

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