After waiting for three years, China citizens finally ushered in the resumption of outbound travel. Where do you want to travel most in the new year? Some people say that no matter where you go, as long as you can go abroad for a walk; Some people say that I want to go to America, and I haven’t seen my daughter for three years. Some people say that they want to go to the French Disneyland and fulfill their desire to travel around the world …
After a two-month user survey, combined with the travel content and data of over 100 million users in the platform, Poor Travel Network released "China People Who Can Play: Great Insights into Chinese Travel in 2022" (hereinafter referred to as the "Report") today. According to the report, after the announcement of the policy of orderly resuming China citizens’ outbound tourism, more than 90% of users plan to travel abroad within one year, and their willingness to travel within six months has increased by 25.9%. Once you travel, 62% of users will travel for more than 10 days.
In the past year, the length of a single domestic trip by poor tourists increased significantly, and the number of people who chose outdoor travel and parent-child travel doubled compared with 2021.
More than 90% of the respondents plan to travel abroad this year, and they are most concerned about the ticket price.
Poor tourists who are used to flying around the world have always been looking forward to outbound travel. In 2022, 75.4% of poor tourists will still pay attention to overseas travel related content when browsing travel raiders.
Since the release of the new policy, the search for related overseas destinations and overseas hotels in poor travel websites has increased by more than 400%, and the search for "visa" related content has increased by 280%. Before and after the policy, the time when travelers plan to travel has changed significantly. More than 90% of users plan to start outbound travel in 2023, and the number of users who choose to travel within half a year has increased by 13.9% to 38.5%. Followed by travelers who travel within 3 months, accounting for 23.1%; There are also 12% users who will use the Spring Festival holiday to restart their outbound travel in January.
In recent days, countries’ entry policies for China tourists have attracted much attention, which coincides with the results of this report. Travelers are not only concerned about the high air ticket cost, but also about the flight change and whether they are infected with COVID-19. The proportion of people who are worried about the segregation policy of entry destinations is 33.8%, ranking second.
More convenient outbound travel conditions directly affect the travel time of travelers. According to the report, the data of travel within 10 days has risen to 48%, and 52% of travelers will start long-term travel for 10 days or more as long as they go out. 6.3% of travelers plan to travel for one month or more.
The report shows that natural scenery, sacred land tour, exotic culture, food shopping and interest themes are the most anticipated outbound travel themes for poor tourists. Among them, the desire for characteristic culture and interest themes has increased obviously, and it has become more and more people’s choice to appreciate the customs of different countries or to go overseas to rock climbing, surfing and other holy places from their own interests. In 2023, Thailand, Japan, Spain, France, the United States, Italy, Germany, Canada, the United Kingdom and Australia ranked in the top ten.
Domestic travel costs 5000-9000 yuan per person.
The past year has not been easy, but the traveler’s heart remains the same. 93.2% of the respondents believe that travel is a very important and indispensable part of their lives, and more than 60% of the respondents hope to release their inner feelings through travel and fulfill their long-cherished dream of traveling.
The report shows that 51.5% of travelers traveled twice or more in 2022, and the number of users who traveled more than four times still exceeded 20%. 67.2% of users will plan their travel itinerary half a month or more before departure. On the whole, the duration of users’ single trip increased significantly, mainly in 3-5 days, accounting for 59%, up 13.9% year-on-year. In addition, the proportion of single trips lasting 6-9 days and more than 10 days also increased, by 8.5% and 4.4% respectively.
In terms of travel expenses, 51.6% users keep the original budget unchanged, and 21.4% users are willing to increase their expenses to get a better travel experience. Among them, spending more money to eat and live well has become the first choice for over 70% of travelers. The average per capita spending of domestic travel is 5,000-9,999 yuan/person, accounting for 29.3%, and 12.6% of travelers spend 10,000 yuan or more per person. Accommodation, food and transportation are the main expenses of travel, accounting for 35%, 23% and 21% respectively.
Travelers prefer to explore treasure destinations.
How can I travel? Poor tourists gave their own answers. In the past year, Zhou Bianyou, local food, culture and art, outdoor travel and parent-child travel have become the favorite theme games for travelers. It is worth noting that parent-child travel has entered TOP5 for the first time, becoming the choice of more families with children. Natural scenery tour, historical and cultural experience and theme park experience are the first choices for parent-child travel. In addition, outdoor travel has increased significantly, and hiking, camping and cycling are popular among outdoor enthusiasts.
At present, there are various life sharing platforms, but for travel, the travel strategy platform and traveler are still the most inspiring, accounting for 89.7% and 61.9% respectively. The factors that really stimulate travelers to travel are more from the unique beauty of the destination, followed by their own interests, and local customs and culture, special accommodation, film and television planting are ranked 3-5.
Among the top ten popular destinations in China, Hangzhou, Chengdu and Beijing rank among the top three, and some destinations have successfully caught the attention of travelers. Lijiang, which is known as the "Gusu on the Plateau", Suzhou, which monopolizes two "Four Gardens in China", Macau, the world food capital, and Dali, which is thought by countless people as "poetry and distance", are all on the list.
In addition to these well-known destinations, many domestic treasure destinations have been explored by travelers this year. Pu ‘er, which has no severe cold in winter and no intense heat in summer, is the fastest-rising destination in China, and Yanji, which has countless authentic Korean cuisines, is known by more people and ranks second. Chaozhou not only has delicious food and tea, but also attracts people with its profound history and culture. Qiandongnan, where 48 ethnic minorities live, provides travelers with unlimited cultural experience.
In terms of domestic annual hot spots, Erhai Lake has become a haunting place in the hearts of many people, ranking first. The Palace Museum, West Lake, Hongyadong and Daocheng Yading followed closely. The legendary Yulong Snow Mountain, the incarnation of the "Three Flowers" of the Naxi people, attracted more tourists to punch in, and the Duku Highway became a must-see for travelers in Xinjiang.
In 2022, many old scenic spots turned red. The Summer Palace, Dianchi Lake and hulun buir grassland occupy the top three scenic spots with the fastest rising heat. Blue Moon Valley, with the reputation of "Little Jiuzhaigou", soared to the fourth place, and Zhaoxing Dong Village, the first village in Dong Township, attracted people’s attention, while Jinchang "Mars 1 Base" increased its attention by providing travelers with the most authentic experience of "life on Mars".
The picture shows the flower sea landscape in Wenquan County, Xinjiang. Photo courtesy of the author.
Source: Author: Li Baohua
