新消费派丨 “北客南游”？从“找凉快”到“造热闹”，避暑旅游催生新玩法

Core Viewpoint - The extreme heat in various regions of China has led to a surge in demand for summer vacation spots, with consumers actively seeking cooler destinations and new experiences [1][4]. Group 1: Tourism Trends - The phenomenon of "Northern guests traveling South" has emerged, with many people from northern provinces choosing to vacation in Hainan for its relatively mild summer temperatures [2][3]. - Hainan's cities, such as Sanya, Wuzhishan, and others, have become popular summer destinations due to their favorable microclimates, with Sanya's temperatures ranging from 26℃ to 34℃ [2][3]. - The China Meteorological Administration has introduced 16 national summer vacation routes covering over 60 cities, including traditional northern cool spots and high-altitude areas in the south [3]. Group 2: Changing Consumer Behavior - The extreme heat has shifted consumer behavior from passive avoidance of heat to active engagement in outdoor activities, with a focus on adventure and exploration [5][6]. - Activities like creek tracing and rafting have gained popularity, with locations such as Zhejiang's Anji County seeing significant tourist influx and revenue growth [6][7]. - Anji County has developed a comprehensive water activity ecosystem, including 28 water-related projects, attracting over 10 million visitors annually [6][7]. Group 3: Innovative Marketing Strategies - Anji has partnered with Douyin (TikTok) to promote its water activities through strategic collaborations and social media campaigns, enhancing its brand visibility [7]. - The shift from a singular focus on cooling to a broader experiential approach reflects a deeper consumer desire for unique, immersive experiences that combine adventure, social interaction, and cultural engagement [7].