2024中国乡村旅游发展白皮书

Industry Overview - The global tourism industry generated $3.3 trillion in revenue in 2023, directly contributing 3% to global GDP [3] - In 2019, China's domestic tourism revenue accounted for 5.8% of GDP, dropping to 1.7% during the pandemic, but rebounding to 5.1% in Q1 2024 [3] - Tourism serves as a crucial economic driver, creating jobs, stimulating infrastructure investment, and promoting sustainable development [3] Rural Tourism Development - Rural tourism received 784 million visitors in Q1 2024, setting a new historical record [26] - The rural tourism industry surpassed 900 billion yuan in output value in 2023, playing a significant role in rural economic revitalization [27] - Rural tourism directly and indirectly created over 60 million jobs, making it a vital industry for rural employment [30] Market Performance - Domestic tourism reached 1.419 billion trips in Q1 2024, a 16.7% year-on-year increase [6] - Average per-trip spending in domestic tourism reached 1,071 yuan in Q1 2024, showing strong consumption recovery [9] - Major holiday tourism markets remained robust, with Spring Festival, Qingming, and May Day holidays setting new records for domestic travel [8] Consumer Behavior - 80s and 90s generations constitute the most important visitor groups for rural tourism [32] - The average travel distance for rural tourism exceeded 200 kilometers, with medium and long-distance travelers accounting for nearly half of visitors [33] - The average stay duration for rural tourism exceeded two days in Q1 2024, indicating increasing attractiveness [35] Emerging Trends - Short video platforms have become powerful tools for rural tourism marketing, with over 200 million content creators and nearly 800 billion annual views [68] - The number of new farmers with professional skills returning to rural areas increased by 62.7% in four years, significantly contributing to rural revitalization [56] - Short video platforms have gathered over 800 million potential rural tourism users, making them the largest traffic platform for rural tourism marketing [67] Challenges and Solutions - Many rural tourism projects face challenges in planning, marketing, and talent acquisition [39][44] - The "1+1+1+X" methodology proposes government-led strategies, creation of tourism IPs, and cultivation of quality service providers [50][51][52] - Content marketing through short videos has become the core capability for rural tourism promotion, enabling precise user targeting and complete booking fulfillment [69][66] Future Outlook - Rural tourism marketing should focus on brand exposure, stable growth, and long-term operation through short video platforms [71] - The integration of "advertising + content + IP" strategies will help rural tourism projects achieve nationwide customer acquisition [73] - Continuous optimization of marketing strategies and user asset management will drive the next growth cycle for rural tourism [75]