Estimated by China Tourism Academy, China would accept 3.76 billion person trips in 2014 with total revenue of RMB3.3 trillion (US$0.53 trillion). With the overwhelming development of mobile internet as well as improvement of social media, scenic attraction social media accounts will have more influence. On Weibo, there are already large number of travelers interacting with travel related Weibo accounts.
Among all the travel related accounts on Weibo in 2014, city tourism boards accounted for 46%, which were the major ones on Weibo, followed by scenic attraction accounts and travel organizations in 2014.
From the three charts above, province tourism boards and overseas tourism boards accounts both had activeness, coverage, popularity and impact index higher than the average number in the industry in 2014 which indicated they performed well enough on Weibo.
In terms of impact index from 2011 to 2014, the overall impact index of travel institution accounts increased from 106 to 134. Various travel institutions paid more attention to efforts on Weibo and their fans on Weibo accounts increased continuously in 2014.
During the festivals like Tomb-sweeping Festival, Labour Day and Dragon Boat Festival, there were most daily Weibo posts in 2014. While during Spring Festival, Tomb-sweeping Festival and National Day, there were more daily searches than usual days in 2014.
Top Provinces by Visits During Spring Festival in 2014
Top Provinces by Visits During Labor Day in 2014
Top Provinces by Visits During National Day in 2014
Here were the top scenic attractions in China during major festivals in 2014.
Take the Liuzhou tourism board account on Weibo as an example, since it updated Weibo homepage as well as service on 22 July 2014, its official account on Weibo had increasing fans. In August, Liuzhou tourism board account’s daily fans increased by 88.6% from June 2014. Besides, its impact index got higher than before.
According to Baidu, during the period from July to August in 2014, which was the summer holiday in China, the daily travel search index on mobile device was more than the one on desktop computers. Besides, in July 2014, the index on mobile device had an increase of 50% from the same period of last year.
Also read: Insights of China Video Sharing on Weibo