Domestic tourism recovery: Tourism supply chain welcomes new vitality

News on May 26, the strong recovery of the tourism industry has become an indisputable fact. With the arrival of the spring season, transportation, accommodation, scenic spots and other industries are full of vitality. The tourism supply chain has turned from pain to excitement, and industrial digitalization has gradually become a trend.

According to the editor’s understanding, public data show that the total number of domestic tourism arrivals in the first quarter of 2023 reached 1.216 billion, a year-on-year increase of 46.5%, returning to 68.4% of the same period in 2019. Domestic tourism revenue, railway passenger traffic and civil aviation passenger traffic increased by 69.5%, 66% and 68.9% year-on-year respectively. In addition, the operating data of tourism-related companies also show strong growth. Tongcheng Travel's GMV reached 57.2 billion yuan in the first quarter of 2023, a year-on-year increase of 76.5%. In this round of recovery, businesses and enterprises throughout the tourism industry chain have actually benefited greatly.

Domestic young people, especially Generation Z, have become the main force in tourism during the recovery of the tourism industry, with a total of 340 million users. According to the survey results, 80% of people have not been affected by the epidemic and still plan to travel, of which nearly 30% prefer to travel. Data from Tongcheng Travel in the first quarter show that its average monthly active users reached 286 million, a year-on-year increase of 16.9% and a year-on-year increase of 43.6%. As a new force in consumption, young people have a more positive attitude towards life and travel.

With the trend of nationalization and popularization of tourism, tourism is no longer limited to elite consumption in first-tier cities. Non-first-tier cities are gradually taking over the main baton. Tourism has evolved from a life lubricant for the elite to a national necessity. . People have inevitably integrated into this new national travel trend and made it a part of their daily lives.

The rise of new national tourism is the result of the accumulation of current circumstances. The proportion of tourism expenditure in residents' consumption is gradually increasing. This is due to the improvement of national consumption ability and willingness to consume. On the other hand, the meaning and definition of tourism are expanding and many different fields are beginning to be associated with tourism. In addition, new tourism demands are also showing a diversified trend. People's expectations for tourism are no longer limited to traditional attractions, but are pursuing a combination of leisure, experience and culture.

With the rise of new national tourism, the supply chain of the tourism industry also needs to make corresponding adjustments. Tourism platforms will usher in new opportunities as the importance of online channels in the entire tourism industry chain will increase. At the same time, the platform needs to meet the needs of new consumer trends with high cost performance and young innovative thinking, and integrate with offline entities to provide more diverse travel services and products.

In short, the rise of new national tourism marks that the tourism industry has entered a new cycle. Reviving and developing the tourism industry is not just about increasing economic data, but also about changing national lifestyles. As the number of people participating in tourism continues to increase, tourism will become a widely accepted and popularized way of life and penetrate into people's daily lives.

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