Jay Chou's 2024 "Carnival" World Tour Concert will be held in Changsha from May 30th to June 2nd. A few days ago, Damai.com, a ticket purchasing platform for performances and events, posted a link to reserve tickets for the concert. As of press time, Damai's website showed that more than 1 million people wanted to watch the concert, and the concert was also listed on the ticket purchase popularity lists on multiple platforms. In addition, the concert also boosted the popularity of hotel bookings. According to a reporter from Xiaoxiang Morning News, there are still three months before the concert, and the prices of hotels around Changsha Helong Stadium have already increased. Some hotels even have no rooms available for a week before and after the concert. ...
Xiaoxiang Morning News·Morning Video reporter found that many celebrities have recently announced concert dates. Taking Changsha as an example, singers such as Deng Ziqi, Jay Chou, and Yu Kewei have officially announced concerts in Changsha since 2023. , the offline performance market has ushered in an explosive recovery. The volume of air tickets and hotel orders at some popular concert venues has increased significantly. Judging from the data, concerts, music festivals and other projects have a considerable boosting effect on tourism consumption in the host areas. Some concerts are also called "walking GDP". In 2024, will concerts be as popular as a year ago, and will they continue to drive local cultural tourism consumption?
It’s hard to get a ticket and a room.
During Jay Chou’s concert, many hotels around He Long Stadium have increased their prices. Some hotels whose daily prices are only one or two hundred yuan, during the concert period, the price rises to thousands of yuan, and the increase even exceeds that during the May Day holiday. In addition to price increases, some hotels or B&Bs are suspected of "locking rooms" in advance.
Watching performances across cities has become a major consumption trend for large-scale concerts and music festivals. According to observations from the China Performing Arts Association in the first quarter of 2023, the proportion of consumers buying tickets across cities to watch performances in concert ticket sales has increased significantly, with the average cross-city attendance rate exceeding 50%. More and more young people are traveling to a city for a concert or music festival, and a large number of them will also travel in and around the venue where the performing arts event is held, which has a great boosting effect on tourism consumption in the host place.
According to a previous article by "Wenzhou Propaganda", the total number of audiences for Xue Zhiqian's Wenzhou concert in November 2023 was 68,000, and it was initially estimated that the comprehensive revenue from transportation, food and accommodation, tourism, etc. would be about 70 million yuan. The total tourism revenue during the 2023 May Day holiday in Longwan District, where the concert was held, was nearly 27 million yuan. A concert easily "outperformed" the May Day holiday.
"Many people's desire to travel will finally be released in 2023. In the same way, the concert economy is also taking advantage of this east wind to explode. It and the tourism industry are mutually reinforcing. It is only superficial perception that a concert can make a city popular." Internet Analyst Zhang Shule believes that various concerts, especially national tours, more often make fans who originally regarded the tour as a must-visit or potential travel destination concentrate on traveling during the concert period, creating a huge and lively atmosphere. The appearance of fire traveling around.
Concert Special Forces, some people watched 47 concerts in a year
html Before March arrived, Ms. Li from Changsha began to prepare for the next three concerts, "one at the end of March and two in April." Ms. Li told reporters , two of which were in Foshan and one in Changsha. In order to attend the concert as scheduled, she even changed shifts with her colleagues one month in advance. In addition, Ms. Li also paid attention to the hotels and transportation around the concert and made plans in advance. "In addition to watching the concert, I will also taste the food there."In 2023, "concert special forces" became a hot word on the Internet, referring to the audience who followed the singer's national tour and traveled to various places to attend the concert. According to " "True Story Research Laboratory" previously reported that a Shanghai fan attended 47 concerts throughout the year and spent more than 100,000 yuan on transportation, accommodation and other related expenses, spending one-fifth of his annual salary.
"Watching concerts across cities and provinces is indeed tiring, but the moment I entered the concert and sang along with everyone, I forgot all about fatigue." Mr. Man, a fan, told reporters that the concert also became a place for him and his friends to chat. High-frequency vocabulary, everyone grabbing tickets together and attending concerts are full of memories. The moment I saw my idol in concert, I felt the meaning of working hard and making money. In addition, after the concert, you can also go shopping in the performance city, watching concerts + traveling, which has become a new way for many young people.
△The electronic ticket for a concert purchased by Mr. Man this year
(iiMedia Consulting) data shows that China’s performance market size will be 24.36 billion yuan in 2022, a decrease of 9.225 billion yuan compared with 2021; with the recovery of the national economy, in 2023 The scale of China's performance market is expected to reach 90.346 billion yuan, and is expected to exceed the 100 billion yuan mark for the first time in 2026. iiMedia Research’s survey data shows that the reasons for Chinese residents to watch concerts in 2023 are favorite celebrities (56.7%), recovery of consumption levels (48.1%), and motivation to go out (47.7%); the factors generated during the audience’s participation in the concert Additional consumption is concentrated on accommodation (61.3%), catering (68.7%), and transportation (69.7%); more than 50% of the audience’s acceptable viewing distance is from surrounding cities, and the viewing budget is concentrated between 1,001-3,000 yuan (52.1%) between.
Can the concert economy set a city on fire?
A concert not only makes a lot of money for the stars and the companies in the industry chain, but the city where it is hosted will also benefit from it.
In addition, data from iiMedia Research shows that in 2019, the province with the highest concert consumption was Guangdong Province, followed by Shanghai. The concerts held in the first half of 2023 will mainly be in first-tier cities, but also in second-tier, third-tier and fourth-tier cities. Among them, Shanghai, Guangzhou, Beijing and Wuhan have the most large-scale concerts, accounting for nearly 40% of the total. Cities that have held large-scale concerts in the first half of 2023 also include Chengdu, Changsha, Suzhou, Hangzhou, Nanjing, Shenyang, Xi'an, etc. iiMedia Consulting analysts believe that economically developed cities have huge local and tourist source markets, as well as strong consumption power. The successful holding of concerts has boosted the prosperity of the city's nighttime economy.
According to Hainan, Jay Chou held the "2023 Carnival World Tour Concert" in Haikou from June 29 to July 2, 2023. Data shows that in these four days, Jay Chou directly brought 976 million yuan in tourism consumption revenue to the local area; it attracted more than 150,000 viewers, including more than 90,000 foreign tourists.
In order to enhance the positive benefits of concerts and cultural tourism, the local government has also made many considerate measures. For example, Hengyang, Hunan Province will provide free buses for three consecutive days during the 2023 Xue Zhiqian Hengyang concert. Tourists with real-name tickets can also enjoy half-price discounts on tickets to Nanyue Hengshan Central Scenic Area and Nanyue Temple Scenic Area. Hainan has issued a document stating that it will increase the supply of products for cultural performances, sports events and exhibitions, and has set up a special cultural and sports award subsidy fund with a total scale of 110 million yuan to subsidize enterprises based on the number of viewers. Shandong has clearly regarded the music festival as the main cultural product for the prosperity and development of night tourism. In the "ten-year agreement" signed between Zibo and the Maitian Music Festival, the government promised to fund the activities in the first five years.
According to Internet analyst Zhang Shule, concerts are aggregators and amplifiers of travel desire, allowing individual tourists to concentrate, and at the same time, they also greatly test a city's tourism distribution and reception capabilities. The overwhelming pressure on the city caused by previous concerts also illustrates a problem, namely: the reception capacity of tourism resources cannot be allocated at ultra-peak levels due to resource intensification, resulting in daily idleness.
When the concert economy emerges in a certain city, how to effectively divert tourists and split them into more attractions to reduce the pressure is the key to the city's real consideration and planning. Zhang Shule believes that the best way to solve the problem is to hold more concerts in the off-season to avoid excessive concentration of tourists and fans in the peak season, and to revitalize the hot and cold reception configuration of tourism resources.
Xiaoxiang Morning News reporter Chen Shixian
(Source: Xiaoxiang Morning News)
