Core Insights - The "Gaokao Economy" is driving a surge in consumption among graduates, with businesses offering various discounts and promotions to attract this demographic [1] - Travel bookings among high school graduates have increased significantly, with a 137% year-on-year rise in travel reservations during the gap between the end of exams and college application submissions [1] - Graduates view post-exam travel not just as leisure but as a significant rite of passage, symbolizing their transition into adulthood [1] Group 1: Travel Trends - Travel platforms report an 88% increase in bookings for trips departing between June 9 and June 11, indicating a strong desire for immediate travel post-exams [1] - Graduates are opting for immersive experiences rather than typical sightseeing, preferring to explore local culture and natural beauty [2] - Many scenic spots are offering free or discounted entry for graduates, with various regions implementing policies to attract this group [2][3] Group 2: Business Strategies - Businesses are leveraging the "Gaokao" certificate as a marketing tool to boost customer traffic, with many attractions providing significant discounts to graduates [3][4] - The strategy of offering discounts may reduce short-term revenue per visitor but aims to increase overall visitor numbers and enhance brand loyalty through social sharing [3] - Secondary spending opportunities, such as dining and shopping, are expected to compensate for the loss in ticket revenue, with businesses introducing additional services and experiences [3][4] Group 3: Consumer Behavior - Graduates are inclined to travel in groups of 2-3, reflecting a strong social aspect in their travel choices, which can enhance overall visitor numbers [4] - There is a demand for more tailored services and experiences for graduates, indicating a potential area for businesses to expand their offerings [4] - Consumer protection agencies are advising graduates to book through reputable platforms to avoid potential pitfalls in travel arrangements [4][5]

Core Insights - The "Exam Admission Ticket Economy" is driving a surge in tourism consumption among high school graduates in China, with a 137% year-on-year increase in travel bookings during the gap between exam completion and college application [1][2] - Various tourist attractions are offering significant discounts or free entry to graduates, aiming to attract a price-sensitive demographic and enhance brand visibility through social sharing [1][4] Group 1: Industry Trends - Tourist attractions are shifting from a "ticket economy" to an "experience economy," focusing on immersive and interactive experiences to boost secondary consumption and brand loyalty [4] - The consumer base is becoming younger and more individualized, with post-2005 youth showing a preference for unique travel experiences such as educational tours and cultural explorations [4] - The potential of lower-tier tourism markets is becoming evident, with increased traffic to county-level and third- and fourth-tier attractions [4] Group 2: Company Strategies - Companies like Guangzhou Zhengjia Cultural Tourism Group are implementing ticket discounts to increase visitor numbers, even if it temporarily reduces per capita revenue, with the aim of long-term brand building [1][4] - The Anhui Huizhou Tourism Group is diversifying its offerings by introducing educational courses and intangible cultural heritage experiences to capitalize on secondary spending [1][4] - Companies are encouraged to develop a comprehensive "experience-product-service" system that aligns with young people's interests, utilizing technologies like AI and VR to create engaging products [4]