Core Insights - The rise of the "Highland-Borderland" tourism belt signifies a shift from "resource-driven" to "content-driven" tourism, with a focus on intangible cultural heritage, travel photography, health and wellness, and educational travel as the four main consumption pillars [1][10][19] - The concept of "life as travel" is becoming a new trend, with small cities emerging as genuine destinations that resonate with users' emotional values and cultural expressions [1][10] Group 1: Emerging Trends - Trend 1: The "Highland-Borderland" is becoming a new traffic hub, with northwest counties leading the way in tourism growth [2][3] - Trend 2: Content value surpasses resource scarcity, with "culture + story" rewriting the path for small cities to gain popularity [12][14] - Trend 3: Non-material cultural heritage, travel photography, educational travel, and health and wellness are becoming new mainstays of small city tourism, creating a long-term consumption model [19][20] Group 2: Regional Dynamics - The collective rise of northwest counties challenges the perception that "obscure means marginal," as these areas leverage unique ecological and cultural advantages to gain national attention [3][4] - The formation of regional synergies among small cities enhances visitor stay duration and journey richness, providing a foundation for brand collaboration and ticketing mechanisms [7][8][9] Group 3: Content-Driven Tourism - The shift from viewing small cities as mere travel options to recognizing them as content-rich environments reflects a broader change in travel motivations, where experiences are valued over destinations [5][6][18] - Successful small cities are those that can tell compelling stories and create immersive experiences, transforming visitors from passive observers to active participants [14][15][17] Group 4: Consumer Behavior - The rise of educational travel among families indicates a shift towards structured, curriculum-based tourism, enhancing repeat visits and fostering a stable consumer cycle [22][24] - Health and wellness tourism is expanding beyond older demographics to include urban professionals and younger individuals seeking relaxation and rejuvenation [23][24] Group 5: Market Opportunities - The trend of "cold + extreme" is emerging as a new formula for small cities to gain traction, with many lesser-known areas experiencing significant growth without relying on traditional tourism resources [26][28] - The ability of small cities to create unique, engaging content is crucial for attracting younger travelers who seek novel experiences and storytelling opportunities [28][32]