Jing Ji Wang·2026-01-13 09:48Core Viewpoint - The transformation of highway service areas in China is evolving from a singular function of "fueling and restroom" to becoming AAA-rated tourist attractions, educational bases, and rural revitalization exhibition windows, indicating a significant shift towards "transportation + cultural tourism" integration [1][4]. Group 1: Industry Challenges - As of the end of 2024, China's total highway mileage is projected to reach 191,000 kilometers, covering over 99% of cities with populations exceeding 200,000 [4]. - The growth of toll revenue is facing challenges due to the deepening of electric vehicle incentives and the promotion of "road-to-rail" and "road-to-water" policies [4]. - The self-driving tourism market is booming, with 3.6 billion domestic self-driving trips recorded in 2023, accounting for 73.6% of total travel, and expected to rise to 78% by 2025 [4]. Group 2: Service Area Transformation - The Yiyang North Service Area has become the first in Henan to receive dual certification as an "AAA scenic area + research base," showcasing a successful transformation from a rest stop to a popular destination [5]. - The service area features a 3,000 square meter "Luoyang Z Generation Scenic Area," integrating cultural elements and immersive experiences to attract younger visitors [5]. - The establishment of the first highway service area research base in the province includes a rural revitalization product exhibition area and non-heritage workshops, enhancing educational engagement [5]. Group 3: Economic Impact - The service area has set up a special section for local agricultural products, boosting sales in surrounding towns by 50% and helping over 30 types of local specialties reach broader markets [8]. - The integration of ecological and cultural resources aims to shift the economic model from "transit economy" to "stay economy," enhancing the overall value of highway service areas [8]. Group 4: Innovative Business Model - The New Yi Highway is a model of "investment, construction, and operation integration," managed by China Railway and Henan Transportation Investment, demonstrating effective collaboration between state-owned enterprises and local governments [9]. - The project has received excellent government performance evaluations and has been recognized as a model for the province's "Double Thousand Project" [9]. Group 5: Future Directions - The success of the Yiyang North Service Area aligns with national policy directions and market demand changes, emphasizing the need for highway service areas to evolve into tourism distribution centers [10][11]. - The focus on young demographics and family units, along with a light asset-heavy operation model, has led to a 30.9% higher average spending compared to regular visitors [11]. - Future plans include deepening the integration of "transportation + culture + tourism" and expanding the curriculum and industry chain associated with the service area [12].