Based on the composite information fed by data from Jiangsu Smart Culture and Tourism Platform, mobile phone signaling and UnionPay, it is calculated that Jiangsu received a total of 35.3757 million person-times of tourists during the Labor Day holidays, up by 11.06% over 2019 and up by 154.2% over 2020 on comparable basis; and that the overall tourism revenue hit RMB 30.113 billion, up by 12.03% over 2019 and up by 160.68% over 2020 on comparable basis.
“The culture and tourism sector is thriving with an aggregated economic gain outperforming that before the onslaught of the pandemic,” commented by an official of Nanjing Culture and Tourism Bureau. During the May Day holidays, high-ranking scenic spots in Nanjing (4A grade or above) received a total of 4.1387 million person-times of Chinese and foreign visitors, whose daily average patronage was approximating 90% of that in 2019 during the same period. Business revenue of those tourist resorts stood at above RMB 750 million on cumulative terms, witnessing a positive growth compared with that in 2019. Confucius Temple continued to be one of the most popular cultural relics across the country, receiving 1.46 million person-times of visitors on cumulative terms. Indicated by Baidu Search, Dr. Sun Yat-sen Mausoleum Scenic Zone was winning greater popularity, a new record in the recent years. It received 760,000 person-times of visitors on cumulative terms, keeping even with that in 2019.
New scenic spots advocated by the Internet influencers went viral. Nanjing Jinniu Lake Scenic Zone hosted a series of theme activities including Hiking Festival, Camping Festival, Flying Man Show, Kite Flying Competition, Live Music Show and Painting Scroll Activity. Jinniu Lake Wildlife Kingdom, with its five upgraded major shows, namely, the International Circus, Meeting the Sea Lions, Experiencing the Va Nationality, Parrots Show and the Miscellaneous Birds Show, has become a new local hit and received 126,000 person-times of visitors within five days.
Culture and tourism-themed activities were offered in a more diversified fashion. Most notably, Chinese revolution-themed or “Red” tourism has gained great popularity amongst the young, who have become the new feed to “Red” exhibitions and memorial sites. During the May Day holidays, about 300,000 tourists picked the ten boutique “Red” tour routes, including the “CPC Delegation Meiyuanxincun Memorial Hall—Memorial Hall of the Eighth Route Army Beijing Office”. Among those tour routes, Yuhuatai Martyrs Cemetery topped all “Red” scenic spots across the province, with 140,000 person-times of patronage.
Visiting the scenic spots recommended by the Internet influencers, following the steps of the revolutionary forefathers, having a bite of the rural delicacies and staying overnight in the boutique BNBs…These are just some of the rich choices during the holidays. Popularity of rural tourism and self-driving tour continued to be on the rise. Data released by Jiangsu Department of Culture and Tourism showed that the monitored sites offering rural tourism across the province received a total of 11.0413 million person-times of visitors during the Labor Day holidays, up by 36.75% over 2019 and up by 126.37% over 2020 on comparable basis.
The 9th Midou Music Festival attracted 40,000 fans nationwide to Lishui. The opening of Jiangsu Women’s Basketball Game in Luhe was a huge magnet to sports fans. The commencement of the 14th Nanjing Automobile Expo was again crowded by visitors across the country. The “tourism+” program was further ramped up through introduction of music festivals, sport games, grand exhibitions and other activities to spur the great potential of consumption in the culture and tourism sector.