2023年(nian)“五一(yi)”假期(qi),文化和旅(lv)(lv)游(you)行業復(fu)蘇勢(shi)頭強勁,全(quan)國假日市場平穩有序。經文化和旅(lv)(lv)游(you)部(bu)數據中(zhong)心測(ce)算,全(quan)國國內(nei)旅(lv)(lv)游(you)出(chu)游(you)合(he)計2.74億(yi)人次,同比增長70.83%,按可比口徑(jing)恢復(fu)至(zhi)2019年(nian)同期(qi)的119.09%;實現國內(nei)旅(lv)(lv)游(you)收(shou)入1480.56億(yi)元(yuan),同比增長128.90%,按可比口徑(jing)恢復(fu)至(zhi)2019年(nian)同期(qi)的100.66%。
文化和旅游產品供給豐富。“五一”假期(qi),文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)和(he)(he)旅(lv)(lv)(lv)游(you)(you)(you)部啟動“5·19中國(guo)(guo)(guo)旅(lv)(lv)(lv)游(you)(you)(you)日”主(zhu)題月活(huo)動,推出(chu)各類文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)和(he)(he)旅(lv)(lv)(lv)游(you)(you)(you)公益惠民措(cuo)施(shi)。開(kai)展以“春暖花(hua)開(kai) 我要旅(lv)(lv)(lv)游(you)(you)(you)”為(wei)主(zhu)題的(de)(de)全(quan)(quan)國(guo)(guo)(guo)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)和(he)(he)旅(lv)(lv)(lv)游(you)(you)(you)消(xiao)費周(zhou)活(huo)動,滿足(zu)大(da)家(jia)(jia)假期(qi)多層次(ci)(ci)消(xiao)費需求。全(quan)(quan)國(guo)(guo)(guo)各級(ji)公共(gong)(gong)圖書館(guan)、文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)館(guan)(站)繼續免費開(kai)放(fang)(fang),積極探(tan)索打(da)造新型文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)空間,開(kai)展沉浸式體驗(yan)等(deng)形式多樣的(de)(de)文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)活(huo)動。全(quan)(quan)國(guo)(guo)(guo)共(gong)(gong)舉辦(ban)廣場(chang)舞(wu)、群眾歌詠(yong)、“村晚(wan)”等(deng)群眾文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)活(huo)動約(yue)4.75萬(wan)(wan)(wan)場(chang),參與(yu)人(ren)數(shu)約(yue)1.66億人(ren)次(ci)(ci)。全(quan)(quan)國(guo)(guo)(guo)1.28萬(wan)(wan)(wan)家(jia)(jia)A級(ji)旅(lv)(lv)(lv)游(you)(you)(you)景(jing)(jing)區(qu)正常開(kai)放(fang)(fang),占A級(ji)旅(lv)(lv)(lv)游(you)(you)(you)景(jing)(jing)區(qu)總數(shu)的(de)(de)86%,除北方(fang)部分省份(fen)因季(ji)節性原(yuan)因外(wai),全(quan)(quan)國(guo)(guo)(guo)大(da)部分地(di)區(qu)的(de)(de)旅(lv)(lv)(lv)游(you)(you)(you)景(jing)(jing)區(qu)實現“應開(kai)盡開(kai)”。全(quan)(quan)國(guo)(guo)(guo)共(gong)(gong)舉辦(ban)營(ying)業性演出(chu)3.11萬(wan)(wan)(wan)場(chang)次(ci)(ci),票房收入15.19億元,觀(guan)演人(ren)數(shu)約(yue)865.49萬(wan)(wan)(wan)人(ren)次(ci)(ci)。各地(di)也加大(da)了假日文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)和(he)(he)旅(lv)(lv)(lv)游(you)(you)(you)產(chan)品供(gong)給力度,北京舉辦(ban)首屆(jie)博(bo)物(wu)館(guan)活(huo)動月,廣東舉辦(ban)166項重點文(wen)(wen)(wen)(wen)(wen)化(hua)(hua)(hua)旅(lv)(lv)(lv)游(you)(you)(you)活(huo)動,貴州黔南州荔(li)波漳江景(jing)(jing)區(qu)推出(chu)“民族服飾+山(shan)水(shui)”創(chuang)意(yi)展演,上海(hai)中共(gong)(gong)四(si)大(da)紀(ji)念館(guan)舉辦(ban)“人(ren)民總理(li)周(zhou)恩來”展覽,山(shan)西太原(yuan)和(he)(he)晉(jin)中共(gong)(gong)同發布“錦繡(xiu)太原(yuan) 家(jia)(jia)國(guo)(guo)(guo)晉(jin)中”六(liu)大(da)主(zhu)題12條(tiao)精(jing)品旅(lv)(lv)(lv)游(you)(you)(you)線(xian)路,浙江自然博(bo)物(wu)院(yuan)杭州館(guan)開(kai)啟實景(jing)(jing)科普劇本游(you)(you)(you)“山(shan)海(hai)秘境”。
惠民措施助燃文化和旅游消費。各(ge)地結合“5·19中國旅游日(ri)”主題月活(huo)(huo)(huo)動,相(xiang)繼推(tui)出(chu)(chu)(chu)文(wen)化(hua)(hua)和旅游系(xi)列惠民(min)(min)(min)活(huo)(huo)(huo)動,實行(xing)景(jing)區門票減免或打折,發放文(wen)化(hua)(hua)和旅游消(xiao)費(fei)(fei)券(quan)等(deng)措施(shi)。江蘇開展“蘇新消(xiao)費(fei)(fei)·夏夜生(sheng)活(huo)(huo)(huo)”夏季(ji)購物節(jie)活(huo)(huo)(huo)動,發放1.7億元惠民(min)(min)(min)消(xiao)費(fei)(fei)券(quan)及5500萬元數字人民(min)(min)(min)幣紅包。重慶舉辦第八屆重慶文(wen)化(hua)(hua)旅游惠民(min)(min)(min)消(xiao)費(fei)(fei)季(ji),攜手平臺(tai)推(tui)出(chu)(chu)(chu)文(wen)化(hua)(hua)和旅游消(xiao)費(fei)(fei)券(quan)。同時,各(ge)地積極營(ying)造(zao)主客(ke)(ke)共享的美(mei)(mei)好生(sheng)活(huo)(huo)(huo)新空(kong)間,提(ti)(ti)升游客(ke)(ke)滿意度和獲(huo)得(de)感。山東淄博推(tui)出(chu)(chu)(chu)燒烤專列、免費(fei)(fei)停(ting)車等(deng)優惠措施(shi),吸引(yin)游客(ke)(ke)到(dao)訪。北(bei)京八達嶺(ling)長城(cheng)(cheng)景(jing)區采取提(ti)(ti)前(qian)開園、常態化(hua)(hua)開放夜長城(cheng)(cheng)等(deng)舉措,迎(ying)接客(ke)(ke)流高峰。福建(jian)武夷山在各(ge)景(jing)點加(jia)派專人疏導秩序,加(jia)強觀(guan)光車調度管理(li),優化(hua)(hua)游客(ke)(ke)出(chu)(chu)(chu)行(xing)體驗(yan)。蘇州、鄭州、上(shang)海、北(bei)京、成都、重慶等(deng)熱門城(cheng)(cheng)市為(wei)留住游客(ke)(ke)也(ye)各(ge)顯(xian)身手,推(tui)出(chu)(chu)(chu)本地市民(min)(min)(min)讓(rang)橋讓(rang)路(lu)、打卡點配置充(chong)電寶、軌道交通延時收班、行(xing)李(li)儲存柜(ju)、志愿者(zhe)服務亭等(deng)溫(wen)馨服務,讓(rang)游客(ke)(ke)充(chong)分(fen)感受假日(ri)出(chu)(chu)(chu)行(xing)的美(mei)(mei)好。
文化和旅游融合特征更加明顯。“五一”假期,文博(bo)看(kan)展(zhan)、文化(hua)演藝(yi)、國(guo)風(feng)國(guo)潮熱成(cheng)為旅(lv)(lv)(lv)游(you)新(xin)風(feng)尚,“旅(lv)(lv)(lv)行+演藝(yi)”“旅(lv)(lv)(lv)行+看(kan)展(zhan)”“旅(lv)(lv)(lv)行+刷博(bo)物館(guan)”受到(dao)市場(chang)青睞(lai),各地(di)(di)相(xiang)繼推出(chu)看(kan)展(zhan)式(shi)(shi)社(she)交、國(guo)風(feng)漢服(fu)、圍爐煮(zhu)茶(cha)、音(yin)樂(le)(le)(le)雅集等(deng)活(huo)動(dong),演唱會(hui)、音(yin)樂(le)(le)(le)節所(suo)在地(di)(di)周(zhou)邊(bian)的酒(jiu)店預(yu)訂量同比升高(gao),旅(lv)(lv)(lv)游(you)在周(zhou)邊(bian)消費場(chang)景的溢出(chu)效應愈發(fa)明顯(xian)。中國(guo)國(guo)家博(bo)物館(guan)、敦煌博(bo)物院等(deng)文化(hua)地(di)(di)標(biao)熱度不(bu)減(jian)。煙臺迷笛(di)音(yin)樂(le)(le)(le)節、北京(jing)草莓(mei)音(yin)樂(le)(le)(le)節門(men)票基(ji)本售(shou)罄。麗江舉(ju)辦簡單假日生(sheng)活(huo)節,打造“音(yin)樂(le)(le)(le)+文旅(lv)(lv)(lv)+生(sheng)活(huo)方(fang)式(shi)(shi)”的全新(xin)范(fan)本。武夷山推出(chu)閩(min)越王城國(guo)家考(kao)(kao)古遺址公(gong)園(yuan)考(kao)(kao)古探源線等(deng)10條(tiao)精品旅(lv)(lv)(lv)游(you)線路。哈爾濱極地(di)(di)公(gong)園(yuan)吸引1000多名小學生(sheng)參與(yu)沉(chen)浸式(shi)(shi)海洋(yang)課堂(tang)。成(cheng)都沉(chen)浸式(shi)(shi)大熊貓義(yi)工研學體(ti)驗(yan)、三星堆(dui)考(kao)(kao)古研學、川(chuan)劇(ju)變臉非遺研學、青島海洋(yang)軍事展(zhan)覽館(guan)愛國(guo)主義(yi)研學、天(tian)津海洋(yang)博(bo)物館(guan)科普(pu)研學、西溪濕地(di)(di)農業研學等(deng)項目豐富多彩。
跨省中長線游、周邊游和熱點景區高位運行。“五(wu)一”假(jia)期,全國(guo)旅(lv)游(you)出(chu)游(you)人次(ci)超(chao)過(guo)2019年(nian)同期水平,出(chu)行距離和消費活躍度創下歷(li)史新高,游(you)客(ke)出(chu)游(you)半徑和目的(de)地游(you)憩半徑雙提升,300公里以上的(de)跨市(shi)、跨省(sheng)游(you)熱(re)度明顯走高。國(guo)內傳統熱(re)點旅(lv)游(you)目的(de)地城(cheng)市(shi)北(bei)京(jing)、杭州、大(da)(da)理、廈門熱(re)度不減,重慶(qing)、長(chang)沙、淄博等網(wang)紅城(cheng)市(shi),長(chang)興(xing)、仙居等小眾目的(de)地備受(shou)(shou)關(guan)注,親子(zi)玩樂(le)、非遺、休閑度假(jia)、鄉村(cun)旅(lv)游(you)等受(shou)(shou)到青(qing)睞。根據數據監測,4月(yue)28日18時(shi)至(zhi)5月(yue)3日6時(shi),243個(ge)國(guo)家級夜(ye)間文化和旅(lv)游(you)消費集聚區(qu)夜(ye)間客(ke)流量7768.6萬人次(ci),平均每個(ge)集聚區(qu)每夜(ye)6.39萬人次(ci),較2022年(nian)同期增長(chang)114.5%。其中,上海南京(jing)西路、南京(jing)秦淮河(he)—夫子(zi)廟片區(qu)、泰安(an)(an)泰山秀城(cheng)、長(chang)沙五(wu)一商圈、成都春熙(xi)路大(da)(da)慈坊、南寧(ning)三(san)街(jie)兩巷(xiang)、西安(an)(an)城(cheng)墻景區(qu)等多(duo)個(ge)集聚區(qu)“五(wu)一”假(jia)期累(lei)計夜(ye)間客(ke)流量均已超(chao)100萬人次(ci)。