The age of red tourism users is mainly born in the 80s and 90s, accounting for 38% and 31% respectively. Xinhua News Agency.
Red tourism is heating up. Recent statistics from travel platforms such as Ctrip, LvMama, Tongcheng and Qunar show that in the first half of this year, bookings for red tourist attractions have more than doubled year-on-year. At the same time, the red tourist group is showing a trend of getting younger and younger, with 70% of the post-80s and post-90s generation; 30% of families choose red parent-child travel.
According to statistics, Shanghai, Beijing, Nanjing, Yan’an, Jiaxing, Changsha, Nanchang, Changshu, Jinggangshan and Zunyi have become the top ten popular destination cities for red tourism. The major red attractions have also begun to innovate continuously, attracting more customers through red performing arts, red cultural creations and immersive experiences.
The Ctrip report shows that in the first half of the year, the number of people booking red scenic spots through Ctrip increased by 208% year-on-year.
Fang Zeqian, an industry analyst at Ctrip Tourism Research Institute, said that the proportion of contemporary young people participating in red tourism is gradually increasing. Narrowing the distance between red tourism and young people is one of the issues of today’s tourism companies. In the first half of this year, Ctrip has driven tens of millions of people to participate in red tourism through the “Travel in China Red” series of projects. Through the “Red Travel Channel”, “Traveling China Red Album” and the output of red tourism content, the red tourism coverage has exceeded 200 million people.
Statistics from Lvma show that Shanghai, Beijing, Nanjing, Yan’an, Jiaxing, Changsha, Nanchang, Changshu, Jinggangshan and Zunyi are the top ten popular destination cities for red tourism. Among them, Shanghai, Beijing, Jiaxing, Changsha, Nanjing, Nanchang and other places have many red tourist attractions familiar to tourists, which have become the “hot spots” for tourists to check in. It is worth mentioning that film and television dramas are also very obvious in driving the popularity of red tourist attractions. After the TV series “Awakening Times” was broadcast, the Shanghai Longhua Revolutionary Martyrs Cemetery became more popular, and the search volume on the LvMama platform increased by 400% year-on-year.
From the perspective of the red tourist group, Ctrip shows that women prefer red tourism, accounting for 52%, which is 4% higher than men. From the perspective of the age of tourists in the red scenic spot, the age of red tourism users is mainly born in the 80s and 90s, accounting for 38% and 31% respectively. Compared with the first half of 2019, the number of post-90s has increased by nearly 40%. After 00, the number of people participating in red tourism has increased significantly. In the first half of this year, the post-00s who ordered red tourist attractions through Ctrip, an increase of about 2.5 times over the same period in 2019.
Relevant consumer booking data from the Tongcheng platform shows that the source cities of the “Gen Z” red tourism consumer group are mainly from Beijing, Guangzhou, Shanghai, Suzhou, Dalian, Hangzhou, Haikou, Chengdu, Nanchang, etc. From the perspective of the structure of core tourist sources, second- and third-tier cities account for the largest proportion. Beijing, Shanghai, Zhengzhou, Wuhan, etc. are not only important source of tourists, but also more popular destinations.
Red tourism with the theme of parent-child patriotic education is becoming more and more popular. Ctrip revealed that in the first half of this year, families with parents and children accounted for more than 30% of the red tourist attraction ticket booking groups, especially those born in the 1980s. Data shows that in the first half of the first half of the year, the number of people born in the 1980s who took their babies to participate in red tourism was more than 4 times that of those born in the 1990s and 1.7 times more than those born in the 70s.
As red tourism is welcomed by more and more different customer groups, there are also many innovations in the form of red tourism destinations and scenic spots. Among them, diversified attractions such as the Red Film and Television Base and Red Live Performance are highly appreciated by tourists.
In the red tourism market segment, red cultural and creative products have also become a new idea of ”out of the circle”. In Nanhu, Jiaxing, China Nanhu 2021 Red Boat Almanac, Nanhu Red Boat Model Series, “Red Boat Spirit I am the Most Popular” hand gift box… red cultural and creative products attract countless customers.
Many red scenic spots have introduced an immersive experience to feel the charm of red tourism. In some scenic spots in Xiamen, Sanya and other places, with the help of novel and immersive script experience, the red cultural scenic spot is used as the scene, and the challenge is used to let everyone entertain and fully experience the local red culture. There are countless fans.
Lan Xiang, president of the Qunar Big Data Research Institute, said that the per capita consumption of red tourism on Qunar’s platform will reach 1,287 yuan in 2020, and the scale of the entire red tourism market will reach 100 billion yuan. According to data from the Ministry of Culture and Tourism, the scale of red tourism in 2020 will exceed 100 million person-times. Combined with economic model estimates, the economic contribution of red tourism will exceed 1 trillion yuan.
The “Fourteenth Five-Year” Cultural and Tourism Development Plan (hereinafter referred to as the “Plan”) puts forward a master plan of “seven systems for one project”, among which the vigorous development of red tourism is one of the seven systems. The “Planning” proposes to improve the red tourism product system, promote the integrated development of red tourism and rural tourism, research tourism, and ecotourism, and launch a batch of red tourism integrated development demonstration areas. Return to Sohu to see more
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