新华财经|“去有风的地方”——县域旅游成为文旅新宠

Core Insights - The report highlights the growing trend of county tourism in China, driven by urban residents seeking immersive experiences and the improvement of infrastructure and innovative projects [1][6][8] - The rise in county tourism is transforming transient visitor "flow" into sustainable economic "stay," injecting new vitality into local economies [8][10] County Tourism Trends - Increasing popularity of county tourism is evident, with significant growth in bookings for county destinations near major cities, showing a 51% year-on-year increase during the recent holiday period [4][5] - The demand for unique experiences among younger generations, particularly the "Z generation" and "millennials," is reshaping tourism preferences, moving away from crowded standard attractions [6][7] Infrastructure and Innovation - Enhanced infrastructure, including expanded high-speed rail networks, is facilitating easier access to county destinations, making spontaneous travel more feasible [7][10] - Innovative tourism projects, such as the "slow bungee" in Zhejiang Anji, cater to diverse visitor preferences, combining adventure with safety [7][10] Economic Impact - The development of county tourism is positively impacting related industries, with a notable increase in the number and quality of hotels in these areas, indicating strong market confidence [10] - New business models, including instant retail and online services, are emerging in county economies, with significant growth in order volume and active merchants [10] Cultural and Resource Utilization - Successful county tourism strategies involve leveraging local cultural and natural resources to create unique attractions, avoiding homogenization in offerings [11] - The integration of tourism with agriculture, technology, and sports is essential for maximizing the potential of county tourism [11]