In the first half of 2024, Guangdong welcomed 384 million tourists, a 17.1% increase year-on-year, generating tourism revenue of 478.9 billion yuan, up 26.3%.
In 2023, the average spending per tourist in Guangdong was 1,225 yuan, a 29.1% increase from the previous year and a 4.4% rise compared to 2019. For the first half of this year, the average spending per tourist reached 1,247 yuan, marking a 7.9% year-on-year growth.
Inbound tourist spending power on the rise
The data reveals that Guangdong received 30.2 million inbound tourists in the first half of 2024, a significant 429.3% increase year-on-year. These tourists contributed 75.49 billion yuan in foreign exchange earnings, a 369.4% rise from the previous year. On average, inbound tourists spent 2,499 yuan each, up 43.6%.
A sample survey indicates that the majority of inbound tourist spending was concentrated in four areas including shopping, long-distance transportation, accommodation, and dining, accounting for 83.83% of their total expenditures. Shopping emerged as the largest spending category among inbound tourists.
One reason for the high proportion of shopping expenses is the improved convenience of small and medium-sized transactions. Domestic electronic wallets, in collaboration with international card organizations, now offer payment methods that allow foreign tourists to link their overseas bank cards to local e-wallets, making it easier for them to spend while traveling in China. Additionally, major cultural and tourist sites such as 4A or above attractions, provincial-level tourist resorts, and leisure districts have enhanced the convenience of inbound tourism.
Furthermore, at a recent business travel promotion event for foreigners in Guangdong, it was noted that the province has designated 82 key commercial areas, with 95.3% of major merchants now accepting international credit cards. This coverage has increased by 79.5 percentage points since the end of February. Key locations such as airports, border crossings, and star-rated hotels have also fully implemented foreign currency exchange facilities, available 24/7.
Dining emerges as a key driver of tourism spending
Amid overall consumption growth in the province, cultural and tourism consumption is showing new trends. According to a sample survey of tourist expenditures, dining accounted for the largest share of domestic tourists' spending in Guangdong during the first half of the year. "Accommodation" and "shopping" also made significant contributions to tourism spending.
The transportation infrastructure is accelerating the optimization of domestic tourist reception in the province. The Shenzhen-Zhongshan Link, which recently celebrated its first month of operation, has seen over 3 million vehicle crossings, facilitating the flow of tourism resources across the Pearl River Delta.
Nighttime cultural and tourism consumption thriving
Nighttime cultural and tourism consumption clusters have become new symbols of urban vitality. According to the "China Night Economy Activity Index Report" published by China Media Group's CCTV Finance channel, China's night tourism market reached 1.57 trillion yuan in 2023. In top-tier cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, nighttime consumption now accounts for over 50% of daily spending. Guangdong is home to 15 national-level nighttime cultural and tourism consumption clusters.
Data from Meituan shows that since June of this year, nighttime leisure and entertainment consumption has seen a noticeable increase. Consumers under 30 account for nearly half of all nighttime orders. Geographically, Guangdong, Beijing, Shanghai, Sichuan, and Chongqing lead the nation in nighttime consumption orders. Many regions are actively promoting nighttime consumption to better tap into consumer demand.
Source | Lingnan on the Cloud
