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.

上半年广东全省实现旅游收入4789亿元

记者从有关方面获悉，上半年广东全省接待游客3.84亿人次，同比增长17.1%；实现旅游收入4789.0亿元，同比增长26.3%。

2023年广东游客人均花费1225元，同比增长29.1%，较2019年增长4.4%。今年上半年广东游客人均花费1247元，同比增长7.9%。

入境游客消费潜力逐步释放

数据显示，2024年上半年广东接待入境游客3020.5万人次，同比增长429.3%，实现旅游外汇收入754.9亿元，同比增长369.4%；入境游客人均花费2499元，同比增长43.6%。

抽样调查数据显示，上半年入境游客的花费多集中于购物、长途交通、住宿和餐饮四个方面，占比高达83.83%。其中购物是入境游客最大的花费项目。

分析上半年入境游客购物花费占比高的原因，一方面，中小额消费场景便利度同步提升。境内电子钱包与国际卡组织合作推出了境外银行卡绑定电子钱包的支付方式，入境游客在中国旅游消费越来越便利。4A级以上旅游景区、省级以上旅游度假区、旅游休闲街区等重点文旅场所入境旅游便利显著提高。

此外，根据近日召开的外籍人士来粤商旅活动推介会，广东省目前共划定82个重点商圈，已有95.3%的重点商户支持受理外卡，覆盖率较2月末提升79.5个百分点。机场、口岸、星级酒店等重点涉外场景实现外币兑换设施全覆盖和24小时兑换。

“吃”成为旅游消费的重要支撑

在全省消费增长的背景下，文旅消费呈现新特征。游客花费抽样调查结果显示，上半年广东全省接待国内游客的花费构成中，餐饮花费占比最高，“住”和“购”对旅游消费的贡献也较为突出。

“行”加速了全省接待国内游客的结构优化，近日开通满月的深中通道，车流总量超300万车次，加快了游客在珠江口旅游消费要素的流动。

夜间文旅消费活力十足

夜间文旅消费集聚区是城市活力的新标志。根据央视财经发布的《中国城市夜经济活力指数报告》，2023年，我国夜游市场规模达1.57万亿元，尤其在北上广深等一线城市，夜间消费的比重已占到全天消费的50%以上。目前，广东已有15个国家级夜间文化和旅游消费集聚区。

美团数据显示，今年6月以来，夜间休闲玩乐消费明显增长。从年龄看，30岁以下的消费者夜间订单量占比近半数。从地域看，广东、北京、上海、四川、重庆的夜间消费订单量位居全国前五。当前多地正大力发展夜间消费，推动消费需求更好释放。

文丨记者 黎存根
图丨羊城派资料图
翻译丨赵凡
英文审校丨林佳岱