People Are Here, but the Money Isn’t: Why the 13-Day Long Holiday Leaves Scenic Area Owners Worrying?
Hello everyone, I’m your financial observer. Recently, there’s been a hot topic: many universities across the country have announced a 13-day break for the Mid-Autumn Festival and National Day holidays. Coupled with the widespread discussions about the “take 3 days off and get 13 days off” strategy among workers, you might think the tourism industry is going to boom, right?
On social media, people are sharing their travel itineraries and creating travel guides, and the atmosphere is lively. But if you ask the owners and managers of those scenic areas, they might be hiding in their offices, sighing. Why? Because “just because people are here doesn’t mean the money will follow.”
Today, we’ll break down the logic behind this news in simple terms and understand why what seems like a perfect long holiday has become a source of concern for scenic area owners.
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1. The Myth of High Traffic: Crowds, but Empty Pockets
In the past, scenic area owners believed in a simple truth: more people means more money. As long as you attract tourists, you can make money from selling tickets, souvenirs, and snacks.
But that logic no longer holds true.
The news mentions a striking statistic: in the first half of 2026, the number of people traveling increased by 5.4%, yet the total spending only increased by 2.0%. On average, each person spent 3.3% less.
This creates a paradox: more people, but less money.
- More People: The longer the holiday, the more people go out to travel, and the scenic areas are crowded, looking bustling.
- Less Money: Despite the large crowd, tourists just wander around, taking photos and stopping here and there, but they don’t spend much.
For scenic areas, a longer holiday simply extends the time tourists spend there without making them more willing to spend money. In the past, tourists thought, “It’s a rare holiday, so it’s okay to spend a bit more.” Now, they think, “There are plenty of holidays ahead; I can just have a casual visit this time and save for the next one.” The traffic is there, but the conversion rate (the proportion of people spending money) has decreased. This is the first reason why scenic area owners are worried.
2. Rising Costs: Longer Holidays Mean Faster Spending
If not making money is already a problem, losing money is even more unbearable.
The “take 3 days off and get 13 days off” policy has extended the holiday from the traditional 7 days to half a month. While this is a benefit for tourists, it’s a nightmare for scenic area owners in terms of costs:
- Labor Costs: Employees who usually get a week off now have to work for 13 days. To handle the increased traffic, scenic areas need to hire more temporary workers.
- Equipment Wear and Tear:游乐 facilities, elevators, and cleaning equipment are used more intensively, leading to higher maintenance costs.
- Supplies and Logistics: The need to stock up on food and cultural products increases, along with related storage, logistics, and security expenses.
The news states that operating costs during holidays can increase by 40%-50% compared to regular days.
Here’s the cruel math:
- Costs: Up 40%-50%.
- Revenue: Possibly only up by less than 10%, or even no increase at all.
Income doesn’t cover expenses! Owners face a dilemma: if they don’t organize events, tourists will go to other places; if they do, the investment might not be recouped. This anxiety of working hard only to end up in the red is the second reason for their worries.
3. Changing Tourist Attitudes: From “Must Travel During Holidays” to “Selective Spending”
Why do tourists spend less? Because they’ve become more discerning, or perhaps more “lazy” (towards low-quality products).
The news mentions a trend among tourists: the “three abandonments”:
1. Abandoning Travel Agencies: They prefer to book flights and hotels independently for more flexibility.
2. Abandoning Star-Rated Hotels: They think the value isn’t worth it or prefer more comfortable homestays/hotels.
3. Abandoning Top-Rated Scenic Areas: Many 5A and 4A areas seem similar, with mostly the same shops selling cheap goods and grilled sausages, which they find uninteresting.
Tourists now have money, but they refuse to pay for homogenized and low-quality experiences.
- In the past: They would travel whenever there was a holiday, even if it was just to a regular park.
- Now: With 13 days off, they want to find a place that’s truly enjoyable, unique, and offers a good experience. If the scenic area offers nothing new, they’ll stay home or visit a free park instead.
The more holidays there are, the more tourists suffer from “holiday fatigue.” They’re more selective and more sensitive to prices. If a scenic area can’t offer something impressive, tourists prefer to travel on a budget or skip the trip altogether.
4. The Industry is Being Reorganized: Holidays Are a Magnifier, Not a Lifesaver
In the past, holidays were a lifeline for scenic areas; any holiday meant business would boom. Now, they’re more like a magnifier:
- Great Products: Stand out during long holidays and become popular tourist spots.
- Poor Products: Their flaws are exposed, leading to negative reviews and potential losses due to high costs.
The news gives two examples:
- Wansui Mountain Martial Arts City: It became popular because of its immersive martial arts performances.
- Tangshan Hetou Old Street: It became famous for its night tours that provided a strong experience.
These successful areas succeeded not because of the long holiday but because of their high-quality products.
Conversely, traditional scenic areas that still rely on ticket sales and souvenirs are likely to face significant losses during this long holiday, especially small and medium-sized ones that lack uniqueness and core competitiveness. The high costs will likely overwhelm them.
5. Future Trends: Focus on Experience, Not Just the Number of Days
The discussion about the “take 3 days off and get 13 days off” policy serves as a wake-up call for the entire tourism industry: simply creating more holidays to stimulate spending won’t work anymore.
Future changes might include:
1. Reorganization of Small and Medium-Sized Scenic Areas: Many without unique features or high costs may close or transform.
2. Reconsideration of Holiday Systems: There’s a call for paid and staggered holidays. Instead of one long holiday that crowds areas, it’s better to spread out the holidays and offer better experiences, reducing pressure on scenic areas.
3. Power of Products: Only those with unique and trend-setting products and experiences will stand out.
In summary:
For scenic area owners, this long holiday is not a source of wealth but a major challenge:
- If your area offers great products and a good experience, this holiday can be an opportunity for transformation and fame.
- If it remains the same, it could mark the beginning of decline, highlighting your weaknesses.
Ultimately, when holidays are no longer a scarce resource, tourists’ criteria change. They no longer ask if there are holidays but whether a place is worth spending more time and money on.
This is the real question scenic area owners need to consider.