Cultural New Observations | Study tours, concerts, City Walk... Looking at the new trends in cultural tourism from the hot topics of summer tourism | Consumption | CityWalk
Parent child customers flock to study and travel, the younger generation pursues music performances, City Walk brushes the social network... In this traditional cultural and tourism consumption peak season of summer, there are also many new trends and gameplay.
The recent Central Political Bureau meeting proposed to promote consumption of sports, leisure, cultural tourism and other services. From the hot topics of summer cultural and tourism, we not only see typical examples of cultural and tourism consumption, but also read the direction of market development.
Research tour: Deepening the integration of culture and tourism
In Haidian District, Beijing, traveling north along Zhongguancun Street, a group of children has become a unique scenery in front of well-known universities.
Experience academic heritage in higher education institutions, study encyclopedias of literature and history in cultural and museum venues, cultivate survival skills in rural areas - study tours, make tourism another carrier of education, and make culture the primary element of tourism. Undoubtedly, it is a product of the integration of culture and tourism.
The market is very optimistic about the prospects of research and study tours: According to data from Qichacha, in the first five months of 2023, China added 322 new companies related to research and study tours, an increase of 79.89% year-on-year.
At the same time, the study tour also raises questions: what can visiting prestigious schools educate children? Is visiting a museum enough to be called a study tour Parents are unwilling to "only swim without learning", and children are averse to "only learn without swimming".
Careful analysis of the voices of questioning ultimately depends on whether one can "learn something" and whether the cultural content is rich enough.
To solve this problem, it is actually necessary to start with strengthening the integration of culture and tourism, further cultivating "internal skills", and truly enhancing the infectious power of education.
On the occasion of the hot release of the movie "Three Thousand Miles in Chang'an", Qujiang New Area in Xi'an, in collaboration with Feizhu Travel and film producers, has launched six summer study routes with the same IP; Guizhou, relying on abundant red resources, has launched 10 red research and learning routes to welcome the summer vacation; Guangzhou Museum, China Garden Museum, Suzhou Wu Culture Museum and other cultural and museum venues have launched research and learning projects based on their own characteristics... Many aspects have already responded with actions: research and learning tours born from the integration of culture and tourism will inevitably be upgraded and innovated in the integration of culture and tourism.
[Concert: When Tourism Links up a Series of Industries]
From June 29th to July 2nd, a singer with a large number of fans held four consecutive concerts in Hainan. According to local statistics, the four concerts attracted a total of 154600 visitors, of which 61.5% were from outside the province. Haikou City achieved a total tourism revenue of 976 million yuan in four days, which is three times the tourism revenue during the Dragon Boat Festival holiday.
On July 24, tourists watched the performance in Wulingyuan National Scenic Spot District, Zhangjiajie City. Photo by Xinhua News Agency reporter Chen Zhenhai
"Rushing to a city for a concert" is not a new phenomenon. The National Performance Market Briefing for the First Half of 2023 released by the China Performance Industry Association shows that cross city viewing has become the main consumption trend for large-scale concerts and music festivals.
Cross city performances are also a form of tourism, but tourist destinations have transformed from scenic spots to stages. It is worth noting that with performances as the leading industry, transportation, catering, accommodation, shopping, and other industries along the way have pulled out an industry chain, highlighting the "multiplier effect" of tourism.
Many cities have seen this opportunity. The "Bubble Island Music and Art Festival · Beijing Tianjin Hebei Station", which premiered at the end of July at the Dongjiang Bay Beach Scenic Area in Tianjin, specifically opened a cross city transportation route between Beijing and Tianjin. Within three days, the number of visitors exceeded 60000, with nearly 50% of the audience from Beijing and Hebei. Small and medium-sized cities such as Hohhot, Nanning, Nanchang, Baotou, and Quanzhou are also striving to attract high-quality concerts and music festivals to land.
The popularity of cross city performances also inspires us that in order to better leverage the characteristics of the tourism economy, which is characterized by "one industry thriving and one hundred industries thriving", it is necessary to systematically increase the supply of high-quality cultural and tourism products. When high-quality products, services, and facilities are available, and a comprehensive industry that is inclusive and easily accessible is formed, the demand for high-quality cultural and tourism by the people will have the opportunity to be further released.
[City Walk: Tourism as a Lifestyle]
City Walk may be the most fashionable vocabulary this summer. Open social media apps, from Wukang Road in Shanghai to Chunxi Road in Chengdu, from May 1st Square in Changsha to the Xi'an Ring Park, people measure the city with their footsteps.
On June 7th, tourists took photos at Huangxing Road Pedestrian Street in Tianxin District, Changsha City. Photo by Xinhua News Agency reporter Chen Sihan
City Walk means "City Walk". It generally refers to the planned walking of participants on a unique urban route under the guidance of professionals, exploring the corners of the city from a tourism perspective. On social media, this concept is generalized, and a typical block trip is also considered City Walk.
According to Ctrip data, in June this year, the order volume of City Walk increased by more than five times year-on-year, and related products in Shanghai, Beijing, Xi'an, Changsha, Hangzhou, Chengdu and other places were favored.
In response to the needs of modern people, City Walk tends to be closer to a lifestyle. It does not require careful planning in advance, nor does it require carrying large or small packages. Participants can resonate with the city during tourism and quickly return to daily life.
From the already formed large-scale nighttime cultural and tourism consumption market to the emerging City Walk, a trend is becoming clear: tourism is becoming increasingly closely integrated with people's lives, and tourism consumption is shifting from "deliberate buying" to "casual buying". Future tourism may be like this - becoming a natural component of our lives like breathing.
