Let's take a look at the data of Hangzhou's May Day holiday last year.
First, the holiday market situation
Tourist demand trend
During the 20021"May Day" holiday, the overall weather in Hangzhou was fine, suitable for traveling, and the number of tourists increased significantly, especially in go on road trip and rural areas, which became new hot spots and the tourism recovery was positive. At the same time, with the deep integration of cultural tourism industry, the cultural activities of tourist attractions and scenic spots are more colorful, and the number of experience and participation projects is increasing. The city's cultural tourism market is booming in supply and demand, full of vitality. During the holiday period, the city's cultural and tourism industries strictly implemented the six-character policy of "limiting, staying and moving", cooperated with relevant departments to organize careful implementation, and took various measures to strengthen market supervision and epidemic prevention and control to ensure that the holiday cultural tourism market was safe, stable, civilized, efficient and orderly.
Market business activities
General situation of tourist reception: As of 3 pm, our city received tourists 1.5043 million today. During the May Day holiday, * * * received 9210.003 million tourists, an increase of 85% over the same period last May. Among them, * * * received 763 1.8 million tourists in the first four days of the May Day holiday, up 1.2% year-on-year. The total ticket revenue of scenic spots is 2150,000 yuan.
Reception of foreign tourists: During this year's small holiday, the city received about 5.35 million foreign tourists from Hangzhou (1 0.76,5438+0.000), an increase of 27% compared with the same period in history.
Hotel occupancy rate: According to the hotel occupancy rate data, the total number of overnight visitors is 6.5438+0.09 million. The overall occupancy rate of brand hotels such as China World Hotel exceeded 97% during the May 1st this year, and the income per saleable room exceeded that of 490 yuan, which was three times that of the same period last year, with an increase of 16.5% over last year, setting a new record.
Tourists' consumption: According to the consumption data of UnionPay, tourists spent 5.79 billion yuan through UnionPay channel during the period of 20021May Day, up by 23. 1% year-on-year, and the per capita credit card consumption was 4,237 yuan, up by 17% year-on-year.
Tourism reception of counties (cities): West Lake Scenic Area/KLOC-0 1.9909 million person-times, Shangcheng District (including former Jianggan District)/KLOC-0 1.90323 million person-times, Gongshu District (including former Xiacheng District) 244,500 person-times, Xihu District 510.47 million person-times, and Binjiang District. There were 43,700 person-times in Qiantang District, 547,000 person-times in Fuyang District, 546 person-times in Lin 'an District, 885,300 person-times in Tonglu County, 722 person-times in Chun 'an County and 558,600 person-times in jiande city.
Key scenic spots: As of 3 pm, the West Lake Scenic Area (including Xixi Wetland) received tourists 1.9909 million during the May Day holiday; Qinghefang Historic District received 396,900 tourists; Lakeside Pedestrian Street receives tourists 1.246 million person-times; Leifeng Tower Scenic Area receives tourists 160800 person-times; Song Cheng Scenic Area received 353 1 10,000 tourists; 244,500 person-times in the canal scenic spot; Liangzhu Museum has 28,900 person-times; Liangzhu Ancient City Ruins Park has 58 1 10,000 person-times.
Epidemic prevention and control situation
Hangzhou's cultural and tourism system has fully implemented the requirements of the state and the province on strengthening the prevention and control of epidemic situation during the May Day holiday. The city's tourist attractions and cultural sites have strengthened epidemic prevention and flow restriction while doing a good job in receiving tourists. Tourist attractions further implement the requirements of "quota, appointment and peak shifting", standardize measures such as wearing masks, strengthen ventilation and disinfection management in closed spaces such as museums, cultural and entertainment places, and guide tourists to abide by epidemic prevention regulations. Hot spots can effectively avoid the concentration of personnel by strengthening security and voluntary service and temporarily opening up online booking fast inspection channels. At the same time, the city's cultural tourism system strengthens the leadership on duty, and the leaders of the Municipal Bureau of Culture, Radio, Film and Television Tourism personally lead the team to supervise and guide every day. Since May 1, Lou Jie, Party Secretary and Director of the Municipal Bureau of Culture, Radio, Film and Television Tourism, as well as the leaders who took the shift that day, went deep into the front line of scenic spots every day and continued to provide daily supervision and guidance to scenic spots and crowded places with more appointments, such as Broken Bridge Scenic Area, Canal Museum, Qiaoxi Historical and Cultural District, Tian Yang D32 Fashion District and Hu Xiang Scenic Area.
Second, the new features of holiday tourism
The integration of cultural tourism leads the development and produces new formats.
Various districts, counties (cities) and scenic spots in the city have launched a variety of cultural tourism activities, and immersive performances have become a new hot spot in May Day. Wulin Art Business Circle 18 alliance units give full play to their respective advantages, hold performances such as "Romantic Ancient Songs" and other century-old classic concerts, and rely on "Night Tour Wulin" and other urban tourism boutique routes to light up the night tour cultural feast; The Hangzhou Scenic Area of the Beijing-Hangzhou Grand Canal staged an immersive interactive game "Water Fan" in historical and cultural blocks such as Xiaohezhi Street; Xixi Wetland's live performance "Xixi Today * * *" made a gorgeous appearance. "On Liangzhu, Civilization Soaring" Ancient City Kite Festival was grandly opened in Liangzhu Ancient City Ruins Park; Local cultural tourism festivals with their own characteristics have also been held all over the city, which have become the new highlights of Hangzhou tourism market on May 1 this year: Yuhang Jingshan Zen Village Children's Recreation Festival, Pingyao Old Street held a folk art festival-Flower Umbrella Amoy Market Carnival; Xintiandi Scenic Area cooperated with the "Citizen's Day" activities to create the memory of Xintiandi Hangzhou and launch Cirque du Soleil lottery to benefit the people. Tonglu held the first Gu Gang Rural Animation Art Festival, the Craftsman's Market in Shenzhen Baijiang Art and Culture Village, and the immersive Hanfu Show. Ye has carried out a variety of exhibitions in art galleries, museums and other cultural venues. With the theme of "5 1 travel through time and space, 17 travel around Jiande", Jiande has planned a series of leisure activities, such as the moon is close at hand and the water is clear! . During the "May 1" period, Lin 'an River Bridge Fox Demon Little Matchmaker Scenic Area launched the first "Guo Man Theme Immersion Night Tour" in China, with 12 performances in a row, and the venue was full, driving the rural tourism income of surrounding homestays and other places to exceed 30 million yuan. On May 3rd, CCTV evening news broadcast program reported the rural tourism of Shimen Village in Lin 'an, showing the scene that the traditional cultural experience hall of Shimen Village Old Street in Lin 'an made tourists linger.
In addition, during the May Day period, Hangzhou Library received 40,785 readers and borrowed 6,769 articles and 39 139 volumes. Public cultural service organizations such as libraries organized "Pursuing the Red Seal and Inheriting the Century-old Party History Education Base in Hangzhou" and other 17 exhibitions, recitations, concerts and movie appreciation activities with distinctive themes around May 1st Labor Day and May 4th Youth Day, which were actively participated and praised by citizens and tourists. A number of special exhibitions, such as "Exhibition of Fine Paintings and Calligraphy Collected by Fan in Hangzhou Museum", "Making Blue Shadows —— Exhibition of Aesthetics of Celadon Creation in Southern Song Dynasty" and "Nice to meet Su Dongpo —— Exhibition of rubbings in the Collection of Monuments", have added unique cultural charm. The Tmall Garden Life Festival in Hangzhou Botanical Garden, the flower show in Xixi Wetland and the hip-hop week in hangzhou paradise all added popularity to the May Day holiday.
The overall popularity of tourism is very high, which reflects the new trend.
Under the influence of multiple favorable factors such as stable epidemic situation, fine weather and extended holidays, the tourist reception volume of various scenic spots in Hangzhou continues to rise, and some star-rated hotels and boutique homestays are full. The data shows that the scheduled night on May 4th, 20021year rose by over 100% year-on-year, and the overall average house price rose by about 5% year-on-year. In terms of tourists, the main customer groups are East China provinces and cities, and the top three are Shanghai, Jiangsu and Shandong, but this year, the number of tourists from Hunan, Hubei and North China is the most significant. According to the booking data of scenic spots, Qiandao Lake Scenic Area, Xixi National Wetland Park, West Lake Scenic Area (including Feilaifeng Toll Scenic Area) and other scenic spots are the most popular among tourists, while Cirque du Soleil and Hangzhou Zoo are in the front, and families and parents play more. Go on road trip, family tours and reservations have become the mainstream of tourists' travel, while suburban tours and rural tours continue to be favored. Eco-tourism and peace-of-mind tourism are sought after by the public, and various rural tourist spots, large-scale cultural tourism complexes, cultural boutique hotels and homestays have become popular choices for surrounding leisure vacations. During the May Day this year, Hangzhou tourism once again attracted the attention of domestic mainstream media. The rural tourism of Shimen village in Lin 'an and the cultural tourism of the Grand Canal were reported live by CCTV news broadcast, news 30 minutes and other multi-file columns.
Smart tourism continues to exert its strength and provide new experiences.
During the "May 1" period, the city's cultural tourism system paid close attention to "epidemic prevention and control", strictly implemented various rules, regulations and requirements for epidemic prevention and control, and actively implemented early warning and current limiting measures such as "booking peak limit". During the "May 1" period, the cultural tourist sites in the city combined with digital reform, which accelerated the pace of digitalization and intelligence. The urban brain travel system and the traffic broadcast platform "Voice of Tourism" (FM 104.5) jointly issued a congestion warning to citizens and tourists. During the holidays, every day from 9 am to 5 pm, "Follow the brain of the city to Hangzhou" will be launched every half hour to broadcast the queuing situation of scenic spots and real-time data of hotel stay in real time to protect tourists' travel.
In view of the crowded areas such as scenic spots, venue entrances and hotel front desk, we will continue to rely on the urban brain travel system to provide tourists with a convenient, fast and smooth travel experience in Hangzhou. Smart tourism convenience service measures such as "20-second admission" in 206 scenic spots and cultural venues in the city have served 5 1. 1 10,000 tourists during the holidays; 660 hotels in the city launched the "30-second check-in" convenience service, which handled the fast check-in procedures for 255,000 tourists, among which the utilization rate of "30-second check-in" in hotels under the Huazhu Group exceeded 85% for the first time.
Three. Emergency during holidays
(public opinion event) and its handling
As of 3: 00 p.m. on May 5, there was no sudden incident of cultural tourism (public opinion incident) in our city, and the radio and television broadcast in the city was normal.
Fourth, tourists during holidays.
Complaint and handling situation
During the "May 1" period, the city's cultural market comprehensive administrative law enforcement agencies * * * accepted 88 complaints and reports, which have been properly handled. There have been no major complaints about the quality of tourism services and mass incidents, and no unexpected events related to culture and tourism have occurred. The city * * * dispatched 5 18 person-times of law enforcement inspection, inspected 599 cultural tourism business places, supervised Internet cafes, song and dance entertainment places, game halls and scenic spots in the region, focused on strengthening fire safety inspection of cultural tourism places, and timely guided the rectification of hidden dangers; Strengthen the inspection of the order of tourist destinations, * * * dispatched 307 law enforcement officers, expelled 84 "wild guides", transferred three "wild guides" to the police station for legal education, and punished "black cars" 1 time.