Beijing businesses tout May Day holiday deals and events to tap golden-week tourism boom, make up for Covid-19 losses
- After Covid-19 devastation, business owners are seizing the chance to entice an influx of visitors with flash deals and special events
- City officials expect more than visitors during the week-long holiday than during Lunar New Year
Businesses in China’s capital of Beijing, from restaurants and event planners to luxury hotels and village cottages, offered flash deals and special events this week to tap an anticipated tourism boom during the first long break since the Lunar New Year.
Scores of tourists across the country are arriving in the capital during the five-day May Day holiday, known as the “golden week”. Local authorities estimated that the number of trips this week will surpass that during the Lunar New Year, with 158,000 passengers flying to the city on April 29 and 690,000 visitors arriving by train on May 3.
“Reservations for our rooms and restaurants have surged significantly compared to last year,” said Iris Li, director of communications at the Four Seasons Hotel in Beijing. “To cope with the demand, we’re calling on second-line staff to work on the frontline during the holiday.”
The luxury hotel is offering benefits to guests and exclusive family packages during the five-day holiday. Business owners across the board are doing the same, throwing out deals and discounts for meals and activities only from Saturday to Wednesday to seize the opportunity to boost revenue.
When Chinese workers had April 5 off to observe the Ching Ming festival, it proved to be a boon for businesses. Domestic tourism revenue jumped by 29 per cent year on year to 6.5 billion yuan (US$940 million) on that day, according to Fitch Ratings.
In the first quarter following China’s reopening, prices of activities pent-up due to Covid-19 rebounded modestly, including flight tickets, hotels, car rentals and tourism, said UBS economist Wang Tao.
Tourism has been a particular bright spot, she added, with trip prices rising by around 7 per cent year on year.
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Some tourists want a unique experience to remember their trip to Beijing. A skydiving operator in suburban Pinggu district, for example, is offering a 300-yuan flash deal between April 29 and May 5, allowing adrenaline junkies to make the leap for 2,680 yuan.
“A lot of people are coming to Beijing for skydiving during the golden week, so we’re limiting the number to 40 a day,” said an employee named Angel, adding that all weekend spots were taken.
Other visitors opt for a more peaceful holiday. Lodgings with a view of the Great Wall saw a full house despite a spike in room rates, as holiday-goers did not mind paying extra to enjoy a hard-earned getaway from the hustle and bustle.
Li Yawei, manager of Xiaoxi Minsu in Huairou district, said the guest house raised its price by 50 per cent during the holiday and was “fully booked” until Wednesday.
Business owners expect profits this weekend to make up for the losses early this year. Li said bookings were “not so great” during the Lunar New Year, as Covid-19 ran rampant and visitors preferred the much warmer south.
Recovery in consumption is giving hope to businesses to recover their losses during Covid-19. This weekend, business owners made use of the spring weather to organise outdoor music festivals and camping-themed barbecues and fairs to draw bigger crowds.
An Indian restaurant in Sanlitun, Beijing’s busy shopping area, is hosting a dinner buffet with live music and dance until 2am on Sunday to kick-start the holiday.
“We wanted to give people ample time to rest after working six days straight. As people can truly enjoy their time, it will greatly promote our business,” said Rabiul Baksh, owner and head chef of Dastaan, adding that the restaurant was already 75 per cent booked four days before the dinner event.
The entrepreneur is feeling positive now, after his business was devastated by several Covid-19 closures last year.
“I believe we will make good revenue during the golden week,” said Baksh.
