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Recently, the Jiangsu Provincial Department of Culture and Tourism released the Jiangsu Tourism Visitor Satisfaction Survey Research Report (First Half of 2024).
The report reveals that among the 13 prefecture-level cities in Jiangsu Province, Nanjing ranks first in the comprehensive index of tourist satisfaction with a score of 85.20. It is also the only city in Jiangsu Province to reach the “high satisfaction” level (above 85 points).
In the first half of the year, leveraging high technology and digitalization, along with the enhancements from 5G, VR, AR, big data, and artificial intelligence, Nanjing’s cultural and tourism system has broken through temporal and spatial boundaries. This has led to an endless array of new “cultural tourism +” activities and a blossoming of new products, providing tourists with ever-new experiences.
Moreover, Nanjing has further improved the convenience of Chinese and international tourists visiting Nanjing by continuously improving services, resulting in numerous visitors making plans to visit Nanjing.
According to the tourism statistics of the Jiangsu Provincial Department of Culture and Tourism, Nanjing welcomed 103 million visitors in the first half of 2024, a comparable increase of 32%; achieving a total tourism revenue of RMB 134.7 billion, up by 23% on a comparable basis.
The Jiangsu Tourism Visitor Satisfaction Survey Research Report (First Half of 2024) states that Nanjing, with its rich resources of tourist attractions and cultural venues, frequently ranks among the top hotspot destinations during holidays in China, hosting several iconic attractions capable of leading the trend.
Additionally, Nanjing insists on empowering culture and tourism through technology and increasing novelty and experience via innovation, maintaining a strong appeal to tourists all year round.
The Report evaluates tourist satisfaction from nine dimensions, including the overall urban environment, quality of tourist areas, tourism-related elements, tourism safety assurance, integration of culture and tourism, smart tourism development, promotion of civilized tourism, integrity in tourism services, and tourism reputation.
The survey targets visitors to Nanjing, taking into account basic characteristics such as age, education, income and gender, and covers local and non-local visitors, group tourists, and individual travelers. A total of 7,523 samples were collected across Jiangsu Province, including 1,470 from Nanjing, encompassing tourist attractions, resorts, leisure districts, cultural and tourism consumption clusters, rural tourism spots, themed attractions, cultural venues, star-rated hotels, and graded homestays.
Based on questionnaires, key issue interviews, undercover visits by “mysterious visitors”, and online public opinion monitoring, combined with evaluations from industry experts, the Report concludes that tourists highly appreciate Nanjing’s overall urban environment, tourism-related elements and the integration of culture and tourism. Nanjing’s tourism reputation stands out, with a positive overall image, high satisfaction with integrity in operations and safety assurance, and strong appeal in tourist areas. Additionally, digital cultural and tourism experiences and the promotion of civilized tourism are well recognized, with good performance in tourism leisure and operational services. Consequently, the comprehensive index of tourist satisfaction in Nanjing reaches the “high satisfaction” level, ranking first in Jiangsu Province.
