On October 23, the 2024 China Tourism, Leisure and Entertainment Industry Development Conference, hosted by the China Amusement Machine and Amusement Park Association (CAAPA), successfully opened in Zhengzhou. At the conference, the "2024 China Tourism, Leisure and Vacation Market New Trend Development Report," jointly compiled by the China Amusement Machine and Amusement Park Association and Meituan, was officially released. The full text of the report is as follows:

Foreword

This report is a research achievement of the first batch of pilot units of the cultural and tourism industry think tanks under the Ministry of Culture and Tourism. The report was jointly compiled by the China Amusement Machine and Amusement Park Association and Meituan, one of the first batch of pilot units of the cultural and tourism industry think tanks.

Since the 18th National Congress of the Communist Party of China, China's tourism industry has flourished, with new formats and models constantly emerging, resulting in increasingly strong comprehensive benefits. New types of cultural and tourism consumption have become an important part of the public's better life. In May 2024, General Secretary Xi Jinping made important instructions on tourism work, pointing out the need to adhere to innovation while upholding the correct principles, improve quality and efficiency, promote integrated development, focus on improving the modern tourism industry system, accelerate the construction of a strong tourism country, and allow the tourism industry to better serve a better life.

In recent years, leisure and vacation tourism has increasingly become an important way of tourism that serves the people's better life. There is currently no strict definition of leisure and vacation tourism, but it is generally considered to be different from the traditional sightseeing model. It is characterized by relatively longer travel time, a relatively slower pace of travel, richer consumption scenarios, more diverse leisure and entertainment activities, and a more in-depth experience of the destination's products or projects. Currently, China's leisure and vacation tourism is showing new trends such as one-stop services, personalization, cross-industry integration, integration of culture and tourism, and sinking development, becoming an important driving force for boosting China's residents' consumption.

I. Overview of the Development of Leisure and Vacation Tourism in China

(I) Tourism Consumption Has Potential, and Industry Scale Is Steadily Growing

Tourism carries the public's yearning for a better life and has always held an important position in the proportion of residents' various consumption. Under the dual effect of supply-side upgrading and demand-driven, China's tourism industry has flourished. According to the results of domestic tourism sample surveys, in the first half of 2024, the number of domestic tourist trips reached 2.725 billion, a year-on-year increase of 14.3%, and the total spending of domestic tourists reached 2.73 trillion yuan, a year-on-year increase of 19.0%. Compared with the same period in 2023, both the number of tourist trips and total spending have increased, and the tourism industry is continuing to recover. However, compared with the 3.08 billion tourist trips and 2.78 trillion yuan in tourism revenue in the same period of 2019, the tourism industry still has potential for recovery. Currently, China's per capita frequency of one trip per quarter and less than 8 days of travel time per year, compared with developed countries' per capita frequency of one trip per month and about 15 days of leisure travel per year, there is still a lot of room for improvement in the popularization of tourism, and the development space for cultural and tourism consumption is enormous.

Currently, new types of cultural and tourism consumption have become an important tool for expanding domestic demand. Meituan data shows that in the first half of 2024, tourism scenic spots and the accommodation industry both showed positive growth, with the transaction volume of the tourism and accommodation industries increasing by 15.3% and 26.7% year-on-year, respectively, and the order volume increasing by 7.8% and 26.3% year-on-year, respectively (see Figure 1). In terms of average order value, the tourism industry achieved a 7.0% increase, and the accommodation industry increased by 0.4%, with the average order value basically remaining the same as last year. Meituan data shows that during the National Day holiday in 2024 (as of October 6), hotel accommodation, leisure and entertainment, and scenic spot ticket consumption increased by 17.1%, 22.1%, and 1.9% year-on-year, respectively. The top five provinces in terms of tourist volume are Guangdong, Shandong, Sichuan, Jiangsu, and Henan.

However, behind the strong demand for travel, tourists are increasingly paying attention to the "cost-effectiveness" of tourism consumption. In the first half of 2024, the phenomenon of "trading volume for price" in the cultural and tourism industry has become more common. Meituan data shows that in terms of accommodation, although the order volume of various types of accommodation is still rising, the average order value of five-star hotels and homestays, which originally had higher average order values, has decreased; the overall average order value of tourist attractions has increased, but there are also some structural changes within the attractions, such as zoos, resorts, and new formats such as camping, which have seen a decline in average order value. As consumers' concept gradually shifts from pursuing material enjoyment to focusing on experience, they also hope to spend their money wisely, which also tests the innovation ability and management level of the cultural and tourism industry.

 

Figure 1 Cultural and Tourism Consumption in the First Half of 2024

Data Source: Meituan

(II) Tourism Methods Are Accelerating Transformation, and Leisure and Vacation Tourism Is Welcoming an Opportunity

China's tourism consumption is comprehensively upgrading from sightseeing to vacation and experience. Tourists' travel methods are gradually shifting towards leisure, vacation, participation, health preservation, and other multi-purpose comprehensive activities. Tourists are no longer satisfied with "hurried sightseeing" point-to-point sightseeing, but hope to immerse themselves in the destination experience and more comprehensively and multi-scenically feel the relaxation and pleasure brought by the holiday. In this process, leisure and vacation tourism, with richer business formats and scenarios, more diverse consumption content, relatively longer leisure time, and more suitable for deep relaxation, is becoming increasingly popular among tourists.

Meituan data shows that in the first half of 2024, various resorts, theme parks, and resort hotels have developed rapidly, with the online transaction volume of theme parks increasing by 7.9% year-on-year. Shanghai Disney Resort, Beijing Universal Resort, Zhuhai Chimelong Ocean Kingdom, Harbin Ice and Snow World, and Qingdao Polar Ocean Park have the highest transaction volume and are more favored by consumers. In addition to conventional popular scenic spots, some local entertainment projects such as art exhibitions, LiveHouses, foot massage and health centers, and bath centers have also become new types of tourist destinations. The transaction volume of four-star and above high-star hotels increased by 21.6% year-on-year.

At the same time, experiencing more novel natural scenery and humanistic characteristics abroad has also become the choice of more consumers. In 2023, with the further strengthening of the recovery momentum of outbound tourism in the Asia-Pacific region, China replaced the United States as the largest overseas tourism consumer country. The number of Chinese outbound tourists in 2023 reached 101 million, and overseas tourism consumption reached US$196.5 billion, once again becoming the country with the highest international tourism consumption. This fully demonstrates the strong recovery momentum of China's outbound tourism and the huge size of China's outbound tourism market. Meituan data shows that during the summer of 2024, the year-on-year growth of outbound tourism payment amount exceeded 100%. The sales growth of tickets to Japan, Thailand, the United Arab Emirates, South Korea, and Malaysia was particularly rapid, with year-on-year growth rates exceeding 200%. Users' willingness to travel abroad in the second half of the year may continue to rise.

II. Insight into the Characteristics of Leisure and Vacation Tourism Users

(I) Population Characteristics: Continued Popularity of Family Tours & Increased Proportion of Family Users

Leisure and vacation tourism is highly compatible with keywords such as family and parent-child. Thanks to the more complete infrastructure, more comfortable leisure environment, and more diverse entertainment projects of vacation resorts and destinations, it can meet the entertainment needs of family members of all ages. The new generation of parents increasingly attaches importance to parent-child time and the quality of tourism experience. Parents not only hope to take time out of their busy lives to accompany their children, but also hope to use travel to broaden their children's horizons and cultivate their social skills and independence. Meituan data shows that the proportion of family tourists is increasing in major tourism scenarios. In the first half of 2024, the proportion of parent-child tourists was 18.2%, an increase of 6.4 percentage points compared with the first half of 2023. In the two major categories of vacation resorts and theme parks, the proportion of parent-child tourists was even higher, reaching 19.6% and 20.3%, respectively, and also showed a significant year-on-year growth trend (Figure 2).

Figure 2: Changes in the Proportion of Parent-Child Tourists in Leisure and Vacation Resorts

Data Source: Meituan

(II) Age Characteristics: Increased Proportion of Young People & Steady Growth of Silver Tourism

From the age characteristics of tourists in the first half of 2024, young and middle-aged people aged 20-40 are the main user groups of various leisure and vacation formats. In the resort area, the "post-90s" generation (26-35 years old) accounts for a high proportion, nearly 50% of the total number of tourists, which is higher than the overall average of the scenic area. The proportion of parent-child users in this age group also reaches 23.2%, and young parents are gradually becoming one of the main consumers (Figure 3). The overall age of theme park users is lower, with those aged 25 and below accounting for 19.1%, 2.5 percentage points higher than the overall average of scenic areas. The "post-00s" generation has begun to exert its consumer power in leisure and vacation travel. On the other hand, the proportion of middle-aged and elderly people over 50 is also increasing. In the first half of 2024, the proportion of this group in resort areas and theme parks increased by 1.7 and 0.5 percentage points year-on-year, respectively. This also shows that the "happy economy" generated by resort areas and theme parks effectively drives tourism consumption, attracting not only parent-child groups but also adult groups willing to pay for "happiness."

Figure 3: Proportion of Users in Different Age Groups in Leisure and Vacation Resorts

Data Source: Meituan

(III) Behavioral Characteristics: Keen on Sharing and Reviews, Traveling with Rankings

"Pre-trip search, in-trip check-in, post-trip sharing" has become the travel mode of more and more tourists. However, the simultaneous existence of insufficient information and information overload poses great difficulties for tourists in choosing travel destinations. A questionnaire survey by Meituan Research Institute shows that more than 80% of respondents have encountered the situation of "not knowing where to go," with 58.6% of respondents having difficulty making decisions due to "insufficient information and lack of options." In recent years, online review platforms represented by Dianping have become a comprehensive quality life guide covering the entire scene of local life and outbound tourism, and the entire chain of "eating, lodging, traveling, shopping, entertainment," and rating and ranking products based on online reviews have become important tools to help tourists solve problems such as "where to go" and "how to play."

The same survey shows that when they don't know where to go, 31.9% of respondents use rankings to solve information overload. Dianping's "Must-Stay List" and "Must-Play List" cover tourism consumption scenarios. Through highly recognizable and credible star ratings and ranking products, it gathers massive merchant information and user reviews, becoming a ranking tool that effectively helps consumers make reasonable and efficient decisions based on diverse needs. The latest data shows that in 2024, Dianping's Must-Stay List covers 1148 hotels and homestays, providing accommodation decision support in 52 cities and regions. The Must-Play List includes 1306 destinations. In 2023, the total transaction amount of the Must-Play List destinations was nearly 2.6 billion yuan, and the cumulative number of views of the Must-Play List and listed destinations in recent years was nearly 230 million. In the month before the National Day holiday in 2024 alone, the traffic of the Must-Stay List increased by 241% year-on-year, and the traffic of the Must-Play List increased by 496% year-on-year. The overall pre-trip scene traffic of the Must-Stay and Must-Play Lists increased by 81% year-on-year, and the in-trip scene traffic of the Must-Play List increased by 133% year-on-year.

With the popularity of the game "Black Myth: Wukong," traditional culture and historical and cultural sites have become one of the popular choices. Since the National Day holiday, the online views of 29 "Must-Play List" destinations in Shanxi Province have increased fourfold compared to the previous period. "Traveling with rankings" is becoming a new trend in vacation tourism.

(IV) Consumption Characteristics: Both Pre-Trip Certainty and Consumption Convenience are Needed

In the era of mass tourism, consumers have higher requirements for the certainty and convenience of tourism. On the one hand, travel itself is full of uncertainties. Scientific planning of popular tourism products can bring more security to tourists and reduce changes and risks during the journey. Especially with the increasing convenience of online booking, more and more consumers are booking their next trip with higher cost-effectiveness, and more and more platforms are launching "cancellable" hotel, airline, scenic spot, and tour package products. "Stockpiling tourism" has become a new consumption habit.

According to Meituan's booking data in September, the number of orders during the National Day holiday increased by 29.7% year-on-year, and the average consumption increased by 23.6% year-on-year. 67.6%, 48.5%, and 86.4% of tourists booked hotels, scenic spots tickets, and air tickets more than a week in advance (Figure 4). On the other hand, the convenience of purchasing various daily necessities besides scenic spots and hotels is constantly improving. For the vast majority of consumers, the threshold for making decisions on short vacations is getting lower and lower. In recent years, with the development of high-efficiency new consumption formats—instant retail—more and more tourists choose to travel with empty bags and purchase necessities through instant retail upon arrival. Meituan data shows that in 2023, 18.6% of instant retail orders occurred in other places, including fruits and vegetables, cosmetics, and daily necessities, allowing tourists to truly achieve "travel on a whim."

 

Figure 4: Advance Booking of Various Tourism Products during the 2024 National Day Holiday

Data Source: Meituan

III. New Trends in Leisure and Vacation Tourism Development

(I) "One-Stop Vacation" is Favored

With the development of the tourism market and changes in consumer demand, one-stop vacations have become a new trend. Consumers can meet all their tourism needs in one place through one platform. "One-stop service" and "package consumption" meet the expected consumption patterns of the new generation of consumers, simplifying consumer choices and eliminating blind spots. More and more consumers are starting to book "eating, lodging, traveling, shopping, and entertainment" packages and products in one stop on platforms such as Meituan and Dianping, enjoying various service discounts through "Shen Member" free coupons and Shen Member savings wallet benefit systems, and enjoying high-quality vacation experiences at more favorable prices.

Tourism resorts, theme parks, and commercial complexes, which combine scenic spots, hotels, performances, and commercial streets, are favored for providing tourists with a one-stop vacation experience. These one-stop services and package products not only increase tourists' willingness to buy but also increase their stay time at the destination, allowing them to enjoy more leisure time during their travels, experience the local culture and scenery more deeply, and enjoy a more relaxing vacation experience.

From the perspective of merchants, overall marketing products and tools such as Shen Member and Dianping Tourism and Food Map play an important role in improving sales efficiency, increasing customer stickiness, enhancing brand image, and strengthening market competitiveness. Merchants can better optimize various marketing activities to meet the one-stop tourism needs of tourists from other places, achieving efficient resource utilization and sales growth. Changlong Group, in collaboration with Meituan, has added package products such as "hotel + scenic spot," "scenic spot + meal," "hotel + scenic spot + meal," and "scenic spot + transportation" based on users' one-stop vacation needs. On the one hand, they have high cost-effectiveness, and on the other hand, they eliminate the trouble of choosing. Among them, the two "ticket + meal" products launched have a summer purchase rate exceeding 20%, ranking among the top two of Changlong's many tourism products, showing consumers' high acceptance and willingness to buy products with multiple services. Many users have left positive comments after purchasing package products. One user commented: "This package is very convenient. It not only allows you to buy tickets but also directly book lunch. Buying them together saves a lot of trouble." Other tourist attractions and resorts are also launching diversified package products such as tickets + dining + accommodation, all of which have achieved good market response.

(II) "Rest Stop on the Journey" Becomes a "Must-Visit Destination"

In the past, hotels were seen as "rest stops" during travel, primarily providing accommodation. However, this concept is gradually being overturned, with a number of resorts and boutique hotels becoming important destinations for tourists. Many vacationers' initial motivation for travel is to experience and consume the services offered by these hotels.

To meet the growing and diversifying needs of consumers, the hotel industry has begun to vigorously develop the "hotel +" model. This model not only includes traditional accommodation services but also encompasses a variety of business formats such as amusement parks, children's parks, and shopping malls. It even provides hotel guests with diverse "play" options such as helicopters, yachts, travel photography, and VR experiences, such as the J Hotel in Shanghai's central business district combined with a Bund yacht experience, allowing consumers to enjoy a journey of urban charm in the clouds and on the water. Hangzhou Xizi Hotel, a new Chinese-style state guesthouse, with its excellent location and rich historical stories, is becoming an immersive national cultural experience destination for consumers' travel photography.

Boutique hotels often form their own self-contained ecological destinations, capable of meeting the diverse needs of tourists and enhancing the overall travel experience. By providing a wealth of entertainment and leisure activities, hotels not only extend tourists' stay but also enhance their satisfaction and loyalty. Hotels are no longer just a place to spend the night, but a comprehensive destination full of experiences and fun. Consumers are increasingly valuing the comprehensive service capabilities of resorts and guesthouses, expecting to enjoy more entertainment and leisure experiences while staying. This trend has not only driven innovation and upgrades in the hotel industry but has also injected new vitality into the development of the tourism industry.

During this year's "May Day" holiday, as a representative of domestic mid-to-high-end hotels, Ado Group launched the "Ado Lying Down Life Festival" to cater to the preferences of young people, moving the "stay and play" experience from indoors to the vast outdoors. The event, held on a 10,000-square-meter lawn, featured camping areas, bamboo reading areas, pet interaction areas, documentary screening areas, and unique outdoor experience areas such as the Nantong puffer fish interaction area and the blue-printed cloth interaction area. This allowed each participant to fully relax and experience physical and mental relief and tranquility while staying, and to deeply experience the local culture and leisure atmosphere of Nantong in the interaction areas. For tourists, a creative, fun hotel that provides emotional value can also become an important part of travel and recreation, upgrading the hotel to a new landmark destination. Travel-related rankings, such as the "Must-Stay List" on Dianping, are constantly expanding the range of "delicious, fun, and comfortable" destinations, reflecting consumers' multi-dimensional evaluations and needs for hotels, their surrounding environments, and recreational facilities. Accommodation has become a highly expandable consumption scenario, linking to multiple needs such as eating, transportation, sightseeing, shopping, and entertainment.

(III) Localized Cultural Development Shows Attractiveness

"Localized culture" is the process of combining internationally renowned IPs and cultural products with the long-standing, unique, and still active cultural traditions of specific regions in China, bearing a deep regional imprint. With the continuous development of the tourism market, the localized development of IP culture has become a new trend in the development of China's leisure and vacation tourism. By combining well-known IPs with local traditional culture, theme parks can not only innovate cultural tourism products and consumption scenarios but also meet tourists' spiritual and cultural needs, enhance cultural confidence, and improve brand influence and market competitiveness. International theme parks such as Universal Studios and Disneyland, while attracting global tourists, have also become vehicles for cultural communication and exchange. Phenomenal projects such as "The Wizarding World of Harry Potter" and "Super Nintendo World" undoubtedly have a strong appeal to tourists, but carefully designed, locally-themed seasonal and holiday events also play a role in continuously attracting consumers.

Beijing Universal Resort has been exploring and integrating local culture, from initially building "Kung Fu Panda Land" to actively exploring the presentation of Chinese stories—holding the "Universal Chinese New Year" event for two consecutive years, and then collaborating with the local IP "Honor of Kings" for a second time, constantly innovating and adapting to the cultural and entertainment preferences of local consumers. The 2024 "Universal Chinese New Year" theme event presented tourists with a new market, the "New Year's Here" major performance, dragon-year decorations, and New Year's goods, allowing tourists to welcome the Jiachen Dragon Year in a new celebratory way. During the Spring Festival, the average daily number of tourists reached 30,000, and the proportion of tourists expressing "very satisfied" and "satisfied" in the "Universal Chinese New Year" event exceeded 85%.

Shanghai Haichang Ocean Park's festival folk activities and national tide cultural operations are also very mature, creating the "Ocean God Festival" theme event. During the Spring Festival, it received nearly 750,000 tourists, more than double the number during the Spring Festival in 2023. During the Dragon Boat Festival, Haichang Ocean Park collaborated with Meituan to integrate "intangible cultural heritage" into "ocean culture," bringing dragon boats and dragon chariots into the scenic area and replicating Beijing Peking Opera and Zigong Lantern Shows in Shanghai, revitalizing cultural vitality. During the event, the GMV increased by 80%.

(IV) Niche Products Enter the Public Eye

Digital-age tourism consumption platforms have better achieved supply and demand matching, giving full play to the "long tail effect" and helping more niche demands such as personalized destinations, unique tourism methods, and novel tourism routes to enter the public eye and gain more market share. Today's leisure and vacation tourism market is more segmented, with unconventional leisure activities and personalized tourist destinations constantly emerging, forming a market capacity comparable to the mainstream market. Several typical consumer products illustrate this trend.

First, group tours among young people are showing rapid development. In 2024, Meituan's search and order volume data for line tours increased, and the proportion of young customers increased rapidly. "Same-age group tours" are mostly young people born in the 1995s, with no children or parents accompanying them, ensuring a relaxed and free trip. Young people prefer to travel with their peers, sharing common interests and topics, enhancing the social experience of travel. The small group size further enhances the flexibility and personalized service of the trip, meeting the needs of young people for high-quality, in-depth travel experiences, and also promoting them to make new friends during their travels, forming a good social atmosphere.

Second, "micro-vacations" focusing on urban peripheral leisure are on the rise. Tourist products that utilize weekend or fragmented time for lighter vacation travel show typical characteristics: micro-region, focusing on surrounding cities; micro-time, concentrated on 1.5-day weekend trips and short holidays; micro-distance, achievable within a 1.5-hour drive or 1-hour high-speed rail journey. Micro-vacations effectively cater to the new needs of urban residents, showing rapid market growth, shorter decision-making times, integrated consumption scenarios, and fragmented leisure and recreation trends.

Third, the integration of sports and tourism unleashes potential, and niche sports are becoming mainstream. In the first half of this year nationwide, orders for "horseback riding lessons" increased by 74.8% year-on-year, and orders for "tennis" increased by 128.7% year-on-year. In addition, orders for unique experiences in some counties, such as hiking in fern forests, picking wild mushrooms in Cangshan Mountain, and tie-dyeing by streams, have seen rapid growth.

(V) Sinking Markets Present Vast Market Space

Recently, many small counties and ancient towns have attracted a large number of tourists with their differentiated cultural and tourism resources and regional characteristics, making "county tourism" a new trend in leisure and vacation tourism consumption. Thanks to the continuous improvement of basic public services and tourism infrastructure in various places, young people's yearning for scarce, leisure, and comfortable destinations, as well as the excellent dissemination power of Internet platforms for niche high-quality content, the sinking markets such as county-level areas continue to release consumption momentum far exceeding the local radiation range.

"Fewer people, beautiful scenery, relaxation, and unique experiences" are the keywords most searched by young people. The consumption of tourists from other places is not limited to the tourism industry; the proportion of tourists from other places in the catering, leisure and entertainment, and other life service consumption sectors is also increasing rapidly. From 2019 to 2023, the total consumption of tourists from other places in county-level areas has grown rapidly at a compound annual growth rate of 29.8%, faster than the consumption growth rate of local residents. The proportion of out-of-town consumption in county-level consumption is continuously expanding, reaching nearly 25% in 2023. From January to May 2024, the number of catering orders from tourists from other places in county-level areas was 7.8 percentage points higher than that in cities.

Some county-level areas have held a variety of cultural and tourism leisure activities, driving rapid growth in local consumption. Meituan data shows that during the summer vacation, coastal cities in the Shandong Peninsula, such as Qingdao, Yantai, and Weihai, have become popular destinations. Driving cute small electric vehicles such as the Geely Panda MINI, BYD Seagull, Wuling Bingo, and QQ Ice Cream, and taking self-drive photos at the refreshing seaside has become a hot topic among young consumers. During the 2024 National Day holiday, orders for beautiful countryside tourism projects increased by nearly 40% year-on-year. Among them, county-level homestays in Guilin Yangshuo, Huizhou Huizhou, Shantou Nanao, Fuzhou Pingtan, Zhangzhou Dongshan, and Yanbian Antu ranked among the top in the country. The continued popularity of county-level tourism has further enhanced the consumption activity in county-level areas. During the National Day holiday, the proportion of county-level catering dine-in and leisure and entertainment consumption in the national total was 17.7% and 15.3%, respectively, an increase of 0.9 and 1.4 percentage points compared to the 2023 holiday.

IV. Policy Suggestions for Promoting the High-Quality Development of Leisure and Vacation Tourism

(1) Cultivating New Consumption Scenarios for Vacation Tourism

Currently, the ways and motivations for mass leisure and vacation tourism are becoming increasingly diverse, with "food tours," "shopping tours," and "study tours" emerging one after another. It is suggested that we better meet the personalized, diversified, and niche needs of cultural and tourism consumption, guide various market entities to pay more attention to the development potential of personalized tourism projects and niche tourism destinations, actively develop personalized vacation projects with cultural connotations and humanistic characteristics, and explore emerging popular tourism destinations. Leverage the platform's function of connecting the market and gathering demand, discover popular mass products in niche areas, stimulate the long-tail market, and expand broader development space for new cultural and tourism consumption scenarios. Actively develop new county-level vacation industries and promote the linkage consumption between county-level tourism and multiple industries.

(2) Enriching the Promotion and Marketing Methods of Vacation Destinations

We should promote the better use of various promotion methods by various industries such as resorts, theme parks, and resort hotels, and do a good job in integrated marketing. On the one hand, through tourism and food map products, we can comprehensively cover the popular attractions, hotels, food, and entertainment projects of the destination, helping users easily obtain comprehensive tourism information and plan personalized travel routes. Help vacation destinations form a full-range service product from reasonable traffic allocation, user needs identification, convenient booking and ordering, to experience evaluation feedback. On the other hand, comprehensively use online consumption platforms such as Meituan and Dianping to promote marketing through live broadcast channels, showcasing air tickets, hotels, scenic spot tickets, food, etc., in a one-stop shop to the main consumer groups such as young travelers, helping them explore the world more economically and worry-free. Through multiple platform releases, high exposure, hot search effects, merchant store broadcast subsidies, instant interaction and purchase, comprehensive display, and multi-channel drainage, various strategies can help destinations attract more tourists.

(3) Attaching Importance to Consumers' Online Ratings and Reviews

Entering the era of leisure and vacation, consumers pursue not only the sightseeing of natural scenery, but also the perception of the overall vacation environment and the experience of a leisurely atmosphere. These should be reflected through consumers' post-event ratings and reviews. It is suggested that we better leverage the role of digital products such as tourist online evaluation systems in cultural and tourism consumption scenarios, establish a big data evaluation index system around tourism service quality, use massive amounts of real tourist rating and review content to discover the real pain points in the leisure and vacation tourism process, and promote tourism market entities to improve service quality and meet consumers' higher service experience needs.

(4) Improving Policies and Service Support for Leisure and Vacation Tourism

High-quality public services, complete infrastructure, and a standardized market environment can enable cities to effectively meet tourists' leisure and vacation needs. It is suggested that cities continuously improve their governance capabilities and public service levels to achieve the dual release of local residents' leisure consumption and out-of-town tourists' vacation needs. At the same time, create a relaxed and orderly market environment, adopt an inclusive, prudent, and flexible regulatory approach to specific problems, and leave room for the sustainable development of leisure and vacation tourism consumption. For example, create a more relaxed regulatory atmosphere for urban homestays and other new tourism industries, and allow some urban areas to conduct pilot programs for industry management. Relying on various incentive policies such as tax cuts and fee reductions, fully release residents' new cultural and tourism consumption, improvement consumption, and upgrading consumption. Improve consumer rights protection mechanisms, smooth complaint and reporting channels, and reduce the cost of rights protection.

（ (5) Guiding and Encouraging the Digital Transformation of the Tourism and Vacation Industry

Actively promote the integration of the Internet, big data, artificial intelligence, and other high-tech technologies with the cultural and tourism industry, connect online and offline consumption channels, and provide consumers with online booking, online payment, online guidance, and online interaction services. Encourage national-level resorts, theme parks, resort hotels, characteristic homestays, and museums to strengthen cooperation with online platform enterprises, improve the online rate of the cultural and tourism industry, guide various platforms to provide more digital transformation tools, and improve the industry's supply level. Better leverage the resource optimization and allocation effect of digital technology, encourage new industries such as tourism homestays to be combined with local idle housing renovation actions, improve the overall supply level of the cultural and tourism industry, and better leverage the role of platform enterprises in promoting the standardization, standardization, and digitalization of the tourism accommodation industry.

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