暑期研学也割不动家长了？

Core Viewpoint - The summer of 2025 has seen a significant downturn in the study tour market, with many industry players reporting a drastic decline in business compared to previous years, indicating a shift in consumer behavior and spending priorities [3][19][22]. Group 1: Market Conditions - The study tour market in Beijing and southern regions is experiencing a severe slump, with reports of empty bookings and a lack of demand for educational trips [11][12][15]. - High-end family study tours abroad are also facing challenges, with a reported 40% drop in business due to financial cutbacks among affluent families [20][21]. - The overall sentiment among industry professionals is one of frustration, with many expressing that this summer is the most challenging they have faced in years [5][6][19]. Group 2: Changing Consumer Behavior - Parents are tightening their budgets, leading to a shift in spending patterns where independent study programs are preferred over family-inclusive trips [23][24]. - There is a noticeable trend of families opting for local travel experiences instead of international study tours, with popular destinations shifting from abroad to domestic locations [26][28]. - The perception of value in study tours has changed, with parents now scrutinizing the educational content and outcomes more critically than before [29][33]. Group 3: Safety Concerns - Increased safety awareness among parents and schools has led to a preference for domestic study tours, as concerns about international travel risks have heightened [36][40]. - The combination of parental anxiety and institutional caution has resulted in a more conservative approach to organizing study tours, with safety becoming a primary consideration [41][42]. Group 4: Industry Evolution - The study tour industry is transitioning from a focus on quantity to quality, with a need for programs that genuinely meet educational needs rather than superficial experiences [45][46]. - Future study tours are expected to emphasize immersive and experiential learning, moving away from traditional "checklist" approaches [48][55]. - Companies must adapt to new marketing strategies, leveraging social media and direct consumer engagement to attract clients, as traditional methods become less effective [51][54].