机构：“90后”“00后”领跑“风物旅行”大军，占比达52.8%

Core Insights - The report titled "China's Cultural Report" highlights a shift in young travelers' preferences from simply visiting landmarks to seeking deep cultural experiences [1][2] - The report indicates that the "post-90s" generation constitutes 36.6% of the cultural travel demographic, while the "post-00s" generation shows significant potential with a 16.2% share [1] - The focus on local cultural elements such as festivals, intangible cultural heritage, local cuisine, and folk arts is becoming increasingly important for young travelers [1][2] Group 1: Demographics and Trends - The "post-90s" generation is the primary force in cultural travel, driven by their sensitivity to online trends and a desire for unique experiences [1] - The "post-00s" generation is particularly interested in historical culture and participation in folk or intangible cultural heritage activities [1] - The gap between first-tier cities and lower-tier cities in terms of cultural travel participation is narrowing, indicating a broader national interest in local cultural exploration [1] Group 2: Market Opportunities - The demand for content related to "intangible cultural heritage" and "folk customs" is on the rise, with a 145.7% increase in related content published in the first half of 2025 compared to the entirety of 2024 [2] - Keywords such as local flavors, folk customs, and traditional crafts are becoming high-frequency search terms for young travelers, presenting new opportunities for local tourism markets [2] - The integration of culture and tourism is seen as vital for revitalizing the tourism market and promoting cultural dissemination [2] Group 3: Industry Perspectives - The director of the China Tourism Research Institute emphasizes that modern travelers are moving beyond scenic views to appreciate cultural and lifestyle beauty [2] - The CEO of Mafengwo states that the combination of "cultural elements and travel" is not just a trend but a necessary upgrade in the era of cultural tourism integration [2] - Future tourism efforts will focus on leveraging big data and AI technology to uncover local cultural elements and enhance the travel experience [2]