Tourism performances continue to "ignite" the tourism market, stimulating new momentum for tourism consumption
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Editor-in-Chief | Yang Ming
Editor | Jing Xiangyuan
Source | City Light Network
Tourism performances, as one of the key levers for the integration of culture and tourism and the "tourism +" model, are further leveraging the tourism market, enriching market supply, and bringing more tourism experiences.
Tourism performances are gradually breaking boundaries, from the scenic area + performance model to focusing on scene creation and content experience, and continuously expanding new models, carrying out IP incubation and creation, and derivative product research and development. New spaces under different consumption scenarios centered on performances are gradually forming a closed-loop business logic, driving cultural and tourism consumption.
Tourism Performance Market Analysis
Since the lifting of the epidemic, the country has introduced a number of policies to support the development of the tourism industry. Among them, the key focus on tourism performances is the supply of tourism products and new business formats, as well as the application of technology and AI in the performance industry.
On June 24, the National Development and Reform Commission and four other ministries and commissions issued "Measures for Creating New Consumption Scenarios and Cultivating New Consumption Growth Points," proposing to deepen the integration and innovation of tourism formats, promote formats such as "music + tourism," "performance + tourism," and "event + tourism," and create a number of influential themed tourism boutique routes.
The "Action Plan for Innovative Development of Smart Tourism" jointly issued by the Ministry of Culture and Tourism and four other ministries and commissions on May 6, 2024, proposes to cultivate and enrich smart tourism products. Encourage and support museums, archaeological site parks, tourist attractions, tourism resorts, tourism and leisure streets, theme parks, performance venues, night cultural and tourism consumption gathering areas, etc., to use virtual reality (VR), augmented reality (AR), extended reality (XR), mixed reality (MR), metaverse, naked-eye 3D, holographic projection, digital light and shadow, intelligent sensing and other technologies and equipment to build smart tourism immersive experience new spaces and cultivate new cultural and tourism consumption scenarios.
From the overall performance market perspective, it shows an upward and expansion trend, with cultural and tourism integration as the keyword. The performance market is accelerating its recovery, constantly breaking traditions and breaking into new spaces.
In 2023, the overall economic scale of the national performance market reached 73.994 billion yuan, an increase of 29% compared to 2019, setting a historical high; the national performance box office revenue reached 50.232 billion yuan, an increase of 151% compared to 2019; and the number of viewers reached 170 million, an increase of 83% compared to 2019.
Performances with cultural content and tourism attributes are popular in the market. In 2023, the proportion of performances mainly in small theaters and new performance spaces was 42.4%, and watching performances has gradually become part of residents' lives; tourism performances integrating cultural heritage have maintained high popularity, accounting for nearly 20% of performances.
From the perspective of the tourism performance market, high added value and strong integration have driven tourism performances to continuously present new business formats and new scenarios, effectively driving consumption upgrades.
In 2023, the number of national tourism performances reached 150,700, an increase of 73% compared to 2019; box office revenue reached 16.636 billion yuan, an increase of 125% compared to 2019; and the number of viewers reached 805.513 million, an increase of 54% compared to 2019. Tourism performance projects integrating cultural, technological, and lighting elements have become key factors in attracting tourists to scenic areas, effectively increasing regional passenger flow.
From the perspective of the per capita price of tourism performances, the acceleration of supply has led to a decrease in the number of people per performance, but the per capita price has increased, and high-quality tourism performances are more favored by the market. In 2023, the per capita price was 206.5 yuan, an increase of 46.25% compared to 2019; the number of people per performance was 535, a decrease of 10.71% compared to 2019. The increase in the supply market of diverse performances of different scales, frequencies, and contents is the main reason for the decrease in the number of people per performance. During holidays, popular tourism performances are saturated, and additional performances appear. Data shows that the number of tourism performances increased by 72.61% compared to 2019.
From the development trend of tourism consumption, firstly, the attributes of cultural and tourism integration are further strengthened, and the ticket economy is transforming and upgrading to the scene economy, with IP incubation and secondary consumption improvement as the focus; secondly, the proportion of individual tourists is increasing, and the penetration rate of OTAs and self-media platforms, as well as transportation improvements, have led to increasingly obvious characteristics of independent travel, self-driving tours, and customized tours among individual tourists, and tourism performances will be more oriented towards individual tourists; thirdly, the demand for technological and experiential viewing is strengthening. Since 2023, the proportion of Generation Z tourists has continued to increase, reaching 16%, and the proportion of millennials is 24%, further highlighting the trend of younger tourism consumers. The consumption needs of young people are more personalized, focusing on emotional value, and immersive and interesting tourism performances are more popular.
Sharing of Recent Tourism Performance Cases
From the perspective of tourism performance types, current tourism performance projects are mainly based on folk and historical and cultural themes. In 2023, the Ministry of Culture and Tourism announced 40 national tourism performance boutique projects, of which there were 14 theater-style and 14 real-scene performances, accounting for 70%; there were 6 theme park-style and 6 small and medium-sized characteristic performances, accounting for 30%. Large-scale song and dance dramas, situational experience dramas, newly adapted historical dramas, and large-scale folk dramas are the main types of tourism performances.
Magnificent Hengshui, Millennium Lake Rhyme
Hengshui's first large-scale immersive real-scene performance, "Magnificent Hengshui, Millennium Lake Rhyme," has finally unveiled its mysterious veil, presenting audiences with an unparalleled visual feast. From then on, the beautiful lake city of Hengshui has added another cultural calling card.
The exciting 50-minute performance blends tradition and modernity, culture and passion, using art forms such as dance, songs, and fashion shows, perfectly integrating modern stage technologies such as sound, light, electricity, visual effects, and special effects, to depict moving and colorful scrolls.
"Magnificent Hengshui, Millennium Lake Rhyme" uses time as the axis and history as the line, through three chapters of historical figures, folk customs, and contemporary achievements, cleverly connecting Hengshui's history, culture, and modern development achievements. At the same time, it uses Hengshui's humanistic spirit of respecting culture and education, respecting morality and righteousness, being pragmatic and capable, and daring to be the first, and the patriotism and responsibility of the people of Hengshui as an underlying theme, running through the whole performance, allowing the audience to deeply feel the unique spiritual temperament of the magnificent Hengshui while appreciating the wonderful performance.
The live performance is divided into three parts. The "Main Stage Night Show," the highlight of the entire event, takes place in the Puyanglou area, taking visitors on a journey through a thousand years of history. It showcases captivating performances depicting the taming of the waters by Yu the Great, lectures under the eaves, the Xili ritual in Hengbin, the entry of Lanling King into battle, and Wu Gong's irrigation project. It also allows visitors to experience the unique intangible cultural heritage and folk customs of Hengshui Laobaigan liquor, Jipai inner painting, Houdun writing brushes, imperial goldfish, and Wuqiang New Year paintings, as well as the highlights of new-era ecological civilization construction and cultural tourism research and study.
As the curtain rises slowly, a wonderful story about Hengshui, its history, and its culture unfolds before the audience.
The main stage performance uses water as its theme, showcasing Hengshui's thousand-year history through the changing seasons. Mountains, rivers, buildings, and bridges are integrated, with music, dance, poetry, and painting cleverly blended. The use of special effects such as 3D mapping, fog screens, flamethrowers, and flying vehicles makes the performance even more breathtaking.
The large-scale cultural tourism performance project "Originating in Meizhou" is located in the Mazu Film and Television City on Meizhou Island. This is not only the filming location for the large-scale CCTV television series "Mazu," starring the famous actress Liu Tao, but also a comprehensive scenic area integrating culture, performing arts, leisure, and tourism.
The live performance "Originating in Meizhou" integrates modern high technology with traditional cultural arts. Through diverse, comprehensive, and immersive methods, it uses fishing village murals as a starting point, the spirit of Mazu as its soul, the Song, Yuan, Ming, and Qing dynasties as time nodes, and real historical events as a blueprint. It incorporates the unique intangible cultural heritage and folk customs of Meizhou Island, leading the audience through time and space to experience the profound cultural heritage of Mazu and the unique charm of ancient fishing villages.
Covering five scenes, eight locations, and hundreds of professional actors, with dozens of performances daily, the splendid story content, wonderful performances, and rich interactive experiences allow the audience to gain a deeper understanding of the Meizhou spirit and national character that have been passed down for centuries on Meizhou Island.
The five scenes include the solemn and respectful "Spiritual Meizhou," the ups and downs of "Island Past," the legendary "Meizhou Illusion," the lively "Fisherman's Joy," and "Anti-Japanese Storm," which tells the story of the people of Meizhou's tenacious resistance against Japanese invaders.
▲ "Spiritual Meizhou" live-action photo: Human-scene interaction, both real and illusory
▲ "Meizhou Illusion" live-action photo: Stunning stage design, a fantastic journey
▲ "Fisherman's Joy" live-action photo: Joyful and lively, warm interaction
▲ "Anti-Japanese Storm" live-action photo: Never forget history, passionate and inspiring
Eight interactive locations are scattered throughout, with unique cultural stories and performance forms that leave a lasting impression.
▲ "Strait Affection" live-action photo: One family across the strait, singing and dancing
▲ "Dreaming of Tianchi" live-action photo: Light singing and dancing, fishing and weaving
▲ "Sun and Moon Love Song" live-action photo: Enduring affection, romantic and warm
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