The summer tourism season that has just passed is a window to observe the popularity of the cultural tourism market. According to the "2023 Summer Tourism Market Monitoring Report" recently released by the China Tourism Research Institute, according to comprehensive estimates, the number of domestic tourists this summer (June-August) reached 1.839 billion, achieving domestic tourism revenue of 1.21 trillion yuan. This summer's tourism popularity is significantly higher than the same period in 2019, and the number of tourists received by many scenic spots has reached an all-time high.

Market heat continues to pick up

"Go!" Recently, the "Thousands of Cars" self-driving tour through the Daxing'an Ridge with the theme of "Dream Arshan and Northern Xinjiang Camping Life" was launched. Accompanied by the departure signal, the captain of dozens of RVs and self-driving cars honked his horn. Led by the lead car, the convoy embarked on a self-driving journey. The convoy will cross the Daxing'an Ridge, cruise from Aarshan City all the way to Aarshan Port, experience the China-Mongolia border tour, and finally return to Lujiawan Camp in Arshan City.

Feel the fun of driving and enjoy the scenery along the way. Since the beginning of this year, the cultural tourism market has recovered rapidly, and self-driving travel has become a mainstream way of travel. The vigorous development of self-driving travel is a microcosm of the continuous recovery of the cultural tourism market. Data released by various travel platforms show that the summer cultural tourism market has strong recovery momentum. According to data from Meituan and Dianping, since the summer vacation, domestic tourism consumption orders (including hotels and guesthouses, attraction tickets, transportation, etc.) have achieved a large increase compared with the same period in 2019. According to the "2023 Summer Cultural Tourism Data Report" released by Douyin Life Service, its users have checked in more than 400 million trips and actively searched for travel-related content more than 500 million times, a year-on-year increase of 147%.

The report of China Tourism Academy pointed out that the summer market has opened steadily and high, and the industrial boom has spread from upstream formats represented by transportation, accommodation, catering, etc., to downstream formats represented by shopping and entertainment. Occupancy rates in accommodation facilities increased in various regions. In the first half of the year, the tourism, shopping and entertainment industry, which was relatively lagging behind, was also positively transmitted by the market boom, such as concerts bringing hundreds of millions of yuan in revenue to Haikou and other places. The distribution of passenger flow has spread from major source cities to many remote destinations. North China, Northeast China, Southwest China, as well as parts of Inner Mongolia, Tibet and Xinjiang, generally accounted for more tourists than in 2019.