Three days ago, the "China Citizens' Travel Attention Report" Q1 2012, jointly released by the Tourism Research Center at the Chinese Academy of Social Sciences and Letu Travel Network, was officially published.
The report states that due to the Lunar New Year of the Dragon arriving earlier than usual, the consecutive arrival of Christmas, New Year’s Day, and the Spring Festival has compressed people's travel time. Therefore, China citizens' travel attention in the first quarter of 2012 not only exhibited distinct seasonal characteristics but also accumulated strong travel intentions. For domestic travel, warm southern destinations, Hainan’s sunny islands, northern winter tourism, and flower viewing and spring outings became hot topics in succession. For outbound travel, famous attractions continued to attract attention, 3S tourism (sun, sea, sand) saw a general rise in popularity, and classic culture was highly sought after. In the outbound destination attention rankings, influenced by holiday schedules, the top six outbound destinations were Thailand, Japan, Hong Kong, Taiwan, South Korea, and Singapore—six nearby Asian neighbors—fully reflecting the characteristic of short-distance travel during this holiday period. Notably, Thailand and Japan surpassed Hong Kong’s traditionally leading position to rank first and second, with price, unique local flavor, and distinctive tourism product features being their clear competitive advantages. In the overall evaluation of travel services, Gulangyu, Lijiang, and the Forbidden City scenic areas ranked in the top three, maintaining their leading positions.
This quarter’s report conducted thematic focus surveys on self-driving travel and spring flower viewing and outings through questionnaires and media interviews, collecting a total of 4,902 samples. Along with the development of the tourism industry and the rapid increase in car ownership, self-driving tourism in China has flourished. The survey shows that 93.15% of respondents have had self-driving travel experiences, with 80.84% of respondents taking trips of one day or two to three days. In terms of self-driving travel arrangements, slightly more people chose to arrange their trips independently rather than participate in organized self-driving tours, with the independent travel arrangement rate at 52.53%. Regarding vehicle choice, private cars accounted for over 70%. The survey results indicate that safety is the biggest concern for people when traveling by self-driving, with six out of ten respondents listing vehicle safety, public security, and traffic safety as their primary concerns, showing that the most basic safety guarantees for self-driving travel in China still need improvement.
With the arrival of spring, flower viewing and spring outings have become the main themes of travel in the season. Driven by the two short holidays of "Tomb Sweeping Day" and "Labor Day," people have been going out to enjoy the beauty and vitality of spring in nature. The survey shows that 77.48% of people are ready to travel in spring, with 85.9% choosing to travel freely to experience spring (via self-driving, independent travel, or visiting parks to view flowers). In the "Most Beautiful Rapeseed Flowers" poll, Wuyuan in Jiangxi ranked first, followed by Luoping in Yunnan and Xinghua in Jiangsu. Wuyuan also ranked 13th among the most attention-grabbing scenic spots and was shortlisted among the top ten domestic fashion travel destinations for spring and summer, making it a favorite among both the public and professionals.
The report shows that in the professionally recommended spring and summer travel trends, there are many exciting domestic hotspots—from the picturesque scenery of Yangzhou in the “smoky March,” the grasslands of Bayinbuluke, to the midnight sun in Mohe during the summer solstice and the unparalleled views of Nyingchi—all worth exploring. There are also many vibrant outbound trends—you can visit the Keukenhof Gardens in the Netherlands to see spring blossoms, enjoy visa-free entry to Croatia, be among the first to explore London, experience Spain, or even take a worthwhile trip to North Korea.
After four quarters of continuous surveys on travel preferences between high-speed rail and airplanes, it can be seen that people’s desire to choose high-speed rail has been steadily increasing. This quarter, the desire to choose high-speed rail rose by 5.48%. Continuous year-long attention surveys show that the ratio of people selecting high-speed rail as a travel option has been rising for four consecutive quarters. Although high-speed rail still faces various operational issues in its early stages, it has undeniably gradually become an important travel choice for citizens. Railways and air travel continue to grow and mature through competition, and this competition will persist—with passengers undoubtedly being the biggest beneficiaries.
The "China Citizens' Travel Attention Report" stays close to ordinary citizens and travelers. By tracking the rise and fall of citizens' travel attention hotspots, it provides guiding suggestions for the development of the tourism industry and changes in travel behavior trends. The report has been published quarterly since 2010, with nine editions released to date.
Below is the full text of the 2012 Q1 "China Citizens' Travel Attention Report":
China Citizens' Travel Attention Report
2012 Q1
The Lunar New Year of the Dragon arrived earlier than usual, and the consecutive arrival of Christmas, New Year’s Day, and the Spring Festival has compressed people's travel time. Therefore, China citizens' travel attention in the first quarter of 2012 not only exhibited distinct seasonal characteristics but also accumulated strong travel intentions.
&Domestic Travel: Warm islands, snow tourism, and flower viewing/outings have become hot topics in succession
&Outbound Travel: Famous attractions continue to draw attention, 3S tourism is heating up, and classic culture is in demand
&Travel Services: Gulangyu, Lijiang, and the Forbidden City rank in the top three
&Self-driving Travel: Increasingly popular and becoming mainstream, with 90% of citizens having self-driven, and safety being the primary constraint
&Spring Flower Viewing: Wuyuan in Jiangxi named “Most Beautiful Rapeseed Flower” destination, ranking among the most attention-grabbing spots and selected as a spring/summer fashion travel destination
&Fashion Trends: Professionally recommended spring/summer travel spots, with exciting options domestically and abroad
&Airplanes & High-Speed Rail: Continuously in focus, with the ratio of high-speed rail selection steadily rising
I. Rankings of City and Scenic Spot Attention
Top 20 Most Attended Domestic Travel Cities
Beijing, Sanya, Lijiang, Shanghai, Guilin, Kunming, Xiamen, Huangshan, Zhangjiajie, Chengdu, Hangzhou, Xi’an, Harbin, Qingdao, Nanjing, Guangzhou, Xishuangbanna, Chongqing, Wuhan, Suzhou
This year, the blooming of cherry blossoms in Japan is slightly later than usual, but you can still see falling petals in April and May. Osaka, Tokyo, Nara, and Kyoto are all great places to view cherry blossoms.
Fashion Trend Seven: United Kingdom (London)
This imperial ancient capital offers too many cultural temptations. The most beautiful time of the year in the UK is May and June. By then, London is no longer so chilly, with a riot of colorful blooms, making it perfect for travel. This summer’s London Olympics will surely be packed—why not scout it out ahead of time?
Fashion Trend Eight: Spain
This season, festivals and events take place one after another across Spain. Particularly notable is Seville’s April Fair, where the whole city is dressed up and teeming with good-looking people. Córdoba’s May Courtyards Festival features flowers everywhere, making visitors feel like they’ve fallen into a flower bucket. Other events such as the Jerez Horse Fair are also lively and rich in folk atmosphere.
Fashion Trend Nine: Taiwan
With more cities in mainland China now open for independent travel to Taiwan, more people have the opportunity to explore the island. The fascinating Sun Moon Lake, Alishan, and the rich collections of the National Palace Museum in Taiwan are all worth visiting. Of course, there are also local snacks and filming locations from those indie films.
Trend Highlight #10: Brazil (Rio de Janeiro)
Rio is an open city, its inclusiveness no less than that of the United States. Here, your beliefs, skin color—be it black, white, or yellow—don’t matter. You can stop to watch street performers put on dazzling shows, appreciate the craftsmanship of folk carvings, or go shopping for trendy products. In short, you’re sure to find what you’re looking for there.
VI. Travel Trends During Short Holidays Like "May Day" and Dragon Boat Festival
Domestic Short Holiday Travel
Trend Highlight: Explore Shandong
Climbing Mount Tai, visiting Confucian heritage sites, tasting fine wines, and strolling through the Spring City make Shandong a great choice for a short holiday. The homes of the Yimeng people are worth experiencing, as are wellness resorts in longevity hotspots. From April to May, the hills are fragrant with blooming locust flowers—great to look at and eat.
Trend Highlight: Enjoy Suzhou and Hangzhou
As the saying goes, “Up in heaven there is paradise; down on earth there are Suzhou and Hangzhou.” Visiting Suzhou and Hangzhou in April or May is always a good idea. You can tour West Lake, take a side trip to nearby Ningbo or Suzhou, or explore ancient towns for a rich yet not-too-tiring experience.
Trend Highlight: Visit Shanxi and Sichuan
On May 1st, Mount Wutai and the ancient city of Pingyao open their gates. Shanxi merchants’ mansions and Mount Heng of the Northern Sacred Mountain can all be explored during the holiday. In the culturally and scenically rich Sichuan-Chongqing region, the sights, food, and charm of Chengdu and Chongqing are well worth lingering over.
Trend Highlight: Travel to Beijing and Tianjin
There’s no need to elaborate on the attractions of the capital, and Tianjin has also changed quite a bit in recent years. You can visit Tianjin to delve into history, enjoy the sea views, or sample local delicacies—Tianjin definitely has its own unique flavor. Combining a trip to both Beijing and Tianjin makes for a great holiday.
Overseas Short Holiday Travel
Trend Highlight: Islands
A three-to-five-day trip to Bali, Indonesia, is ideal. Direct flights are available, and May’s Seafood Festival is a feast for foodies—grilled oysters and pineapple fried rice are must-tries. Phuket, Jeju Island, and Boracay are also excellent choices.
Trend Highlight: Singapore
Any time of year is suitable for traveling to Singapore. Traveling there effortlessly regardless of season is one of its greatest appeals. As a small yet modern city-state, every corner reflects its unique charm and allure...
Trend Highlight: Japan and South Korea
In the season of blooming spring flowers, pick one or two destinations in nearby Japan or South Korea—to admire flowers, enjoy scenery, savor cuisine, go shopping, refresh your mood, and unwind.
VII. Ongoing Focus
With the gradual opening of high-speed rail lines nationwide, airlines are actively responding to the challenge. High-speed rail is gradually showing its advantages amid evolving services, expanded route coverage, and shifting travel habits. How should travelers choose? Starting from the second quarter of 2011, our report team has conducted continuous surveys on the topic “In the high-speed rail era, do you choose planes or trains?” to track these changes.
This season, 4,902 citizens were surveyed. The results show that for longer-distance trips, 62.55% chose to travel by plane, while 37.45% opted for high-speed rail. This season, the desire to choose high-speed rail continues to rise by 5.48%.
List of media professionals providing expert insights for the Spring/Summer Trends section