旅游行业周刊：旅游业扩大对外开放，各地积极把握暑期旅游市场机会

Investment Rating - The report does not explicitly provide an investment rating for the tourism industry Core Insights - The tourism industry in China is experiencing a significant recovery post-COVID, with outbound tourism expected to reach 130 million trips in 2024, recovering to 56.88% of 2019 levels [5][6] - The Chinese government is actively promoting policies to enhance tourism, including allowing foreign travel agencies to operate in several cities, which is expected to increase competition and improve service quality [5][6] - Various provinces are implementing measures to boost summer tourism consumption, including innovative product offerings and promotional activities [10][11] Summary by Sections Key Policy Developments - The State Council has approved foreign travel agencies to conduct outbound tourism in six cities, reflecting a broader trend of opening up the tourism sector [5] - The Ministry of Culture and Tourism is soliciting innovative digital cultural consumption cases to enhance the digital transformation of the tourism sector [9] - Zhejiang Province has introduced nine measures to promote summer tourism consumption, including the elimination of reservation requirements for tourist attractions [10][11] - Gansu Province has launched a plan to build a strong tourism province, aiming to attract 500 million visitors and generate 420 billion yuan in tourism revenue by the end of the 14th Five-Year Plan [12][13] - Henan Province is promoting "low-altitude" tourism to integrate low-altitude flying with various recreational activities [14] Key Data Highlights - In the first half of 2024, China's railway passenger volume reached 2.096 billion, a year-on-year increase of 18.4% [19] - The number of mainland visitors to Hong Kong is expected to grow by 38.2% in 2024, while visits to Macau are projected to increase by 33.9% [20][21] - The number of performances in large and medium-sized tourism shows increased by 26.37% in the first half of 2024, indicating a strong recovery in the entertainment sector [21] - Recent data from Meituan shows a more than 20% increase in cultural and tourism consumption in the last two weeks, with a notable rise in demand for local and immersive experiences [22] - The civil aviation sector anticipates a total of 133 million passengers during the summer travel season, reflecting a 10% increase compared to 2019 [23] Industry Investment Dynamics - The 30th China Lanzhou Investment and Trade Fair resulted in the signing of five cultural tourism projects worth 2.115 billion yuan [24] - Ctrip Group has launched a "full-ecosystem flagship store" project in Tianjin, aiming to innovate tourism services and enhance customer experience [28][29] - The construction of the Hemudu National Archaeological Site Park has commenced, expected to boost local tourism and create job opportunities [31]