研学游成暑期消费新势力 产业加速从规模扩张转向品质竞争

Core Insights - The immersive educational travel market is experiencing significant growth, with a 44% year-on-year increase in bookings for study tours in the first half of the year, and a doubling of bookings in early July [1] - The market is transitioning from scale-driven growth to quality-driven growth, with a focus on high-quality and professional study tour products [1][2] - The Chinese study tour market is projected to reach 179.1 billion yuan in 2024, with a year-on-year growth of 21.9%, and is expected to exceed 213.2 billion yuan in 2025, with a growth rate of over 15% [1][2] Industry Dynamics - The growth of the study tour industry is driven by diverse consumer demands for immersive education, continuous improvements in course design and scene innovation, and regulatory guidance for standardized development [2] - The consumer base is diversifying, with middle and primary school students remaining the main group, while college students and professionals are emerging as new forces [2] - There is a shift from superficial experiences to deep, immersive participation, emphasizing the need for professional content and interactive experiences [2] Market Supply Upgrades - Companies like Jiangsu Tianmu Lake Tourism Co., Ltd. are integrating high-quality resources and developing a "classroom on the go" study tour system, positioning themselves as leaders in the study tour industry [3] - The study tour industry is benefiting from a virtuous cycle of demand driving supply and supply creating new demand, leading to continuous improvements in course quality and technological integration [3] Cross-Industry Integration - The rise of study tours is not an isolated phenomenon but a catalyst for multi-industry integration, creating new consumption scenarios and restructuring value chains [4] - Traditional scenic spots are transforming into study bases, enhancing their value through added courses and facilities [5] - Companies are increasingly adopting a hybrid model of "online + offline" study tours, utilizing technologies like VR and AR to enhance user experiences [5] Future Development and Recommendations - The market is undergoing a critical transition from scale expansion to quality competition, which is expected to generate significant consumer growth and accelerate the iteration of quality supply [6] - Recommendations include establishing industry standards for study tour products, encouraging traditional venues to develop professional services, and promoting collaboration between educational institutions and enterprises to address the shortage of qualified instructors [7]