冬日文旅消费竞速升温

Core Insights - The article highlights the emergence of "warm winter" as a key consumption label in Guangdong, with various tourism products being launched to cater to winter travel demands such as family trips, winter escapes, and visits during the Spring Festival [1][5][6] - The article contrasts the "warm winter" strategy in Southern China with the "ice and snow economy" gaining traction in Northeast China, indicating a strategic choice to leverage climate advantages for tourism [2][8] Group 1: Warm Winter Consumption in Southern China - Guangdong has initiated the "Yue Enjoy Warm Winter, Happy Travel Guangdong" campaign, focusing on winter tourism activities and promoting unique cultural and tourism products [5][6] - The warm climate in Guangdong has led to a surge in bookings for hot spring resorts, with one hotel reporting over 80% booking for the New Year holiday and full occupancy expected during the Spring Festival [1][5] - Other Southern provinces like Guangxi and Hainan are also promoting "warm winter" consumption, with Guangxi launching a "Warm Winter Consumption Month" and Hainan organizing winter sports events [6][10] Group 2: Competitive Landscape with Northeast China - The Northeast region has seen significant growth in winter tourism, with visitor numbers and revenue from ice and snow activities increasing dramatically, outperforming Southern provinces [8][9] - Data from the 2024 Spring Festival indicates that visitor numbers in Heilongjiang, Jilin, and Liaoning reached 2,220.7 million, 2,051.71 million, and 4,086.6 million respectively, with growth rates of 75.90%, 55.48%, and nearly 300% [8][9] - The success of the Northeast's ice and snow economy is attributed to the effective branding of unique regional resources and strong policy support, creating a competitive barrier [9][10] Group 3: Future Directions for Southern Tourism - Analysts suggest that Guangdong should integrate its unique resources such as hot springs, islands, and cultural heritage to create distinctive tourism brands [10] - The article emphasizes the importance of leveraging major events like the recent sports games to attract younger demographics and enhance regional tourism branding [10]