(Yicai Global) Sept. 15 -- China’s domestic tourism revenue is expected to fall 52 percent to CNY2.76 trillion (USD404 billion), with the ranks of tourists thinned by 43 percent to 3.426 million this year as a casualty of pandemic prevention and control measures, according to a report China Tourism Academy released yesterday.

Covid-19 slashed the number of domestic tourists by 62 percent to 1.168 billion in the first half and their tourism revenue of CNY640 billion was down 77 percent on the year. Many companies or scenic spots have resorted to live streaming and virtual reality to make ends meet.

Marketing initiatives to delve into lower tier markets and rising consumption have steadied domestic tourism consumption, the report noted. Recreational vehicle camping, small group tours and online tour guides are all becoming characteristic of the travel business under the cloud of coronavirus.

The end of the ban on cross-provincial travel on July 14 ushered in China’s peak tourism season. Various destinations launched simultaneous marketing and promotion campaigns and recovery of the travel market soon gathered pace. Willingness to travel was 80.22 percent in the third quarter, about 90 percent the figure for the previous year. Nearly 60 percent of travel agencies have returned to work and over 95 percent voiced their confidence in the future of the business. More than 90 percent of hotels and scenic spots have recovered operations.

Chinese domestic tourist numbers pole-vaulted from 2.641 billion to 6.006 billion from 2011 to last year. Revenue in the sector climbed from CNY1.93 trillion to CNY5.73 trillion during the same period.

Editor: Ben Armour