Core Insights - The trend of young consumers traveling to cities for events like concerts and esports is becoming a new norm, with over 90% of Gen Z willing to travel for a ticket [1][3] - Emotional value is identified as the primary driver for this behavior, with 85% of respondents highlighting it as a key motivation [8][12] - The combination of ticket purchases and travel expenses can lead to significant economic impact, with a single ticket potentially generating 7-8 times its value in local spending [11][17] Consumer Behavior - Young consumers are increasingly planning trips around events, as illustrated by individuals like Xu Lei and Wang Jiayuan, who adjusted their travel plans based on ticket availability [3][4] - Emotional experiences derived from events contribute to a sense of fulfillment, prompting consumers to explore new cities while attending performances [10][12] - The trend reflects a shift in travel meaning, where interests and emotional connections redefine travel motivations [1][8] Economic Impact - The "tourism + ticket" model is emerging as a new economic engine for cities, with cultural events driving significant increases in local tourism [1][10] - Data indicates that events can lead to substantial spikes in tourism activity, such as a 266% increase in interest for cities hosting major events [17] - Consumers report high additional spending related to travel, with examples showing that a ticket purchase can lead to thousands in supplementary expenses [11][18] Industry Response - The tourism industry is encouraged to adapt by offering more scene-based services to capture the emotional connections of young consumers [1][12] - Various promotional activities and packages are being developed to leverage the popularity of events, such as discounts tied to ticket purchases [13][14] - The integration of ticketing with travel services is seen as a significant opportunity for growth, breaking down barriers between different sectors [14][16] Challenges - The industry faces challenges related to supply irregularities and the need for differentiated offerings to avoid homogenization [15][16] - The current market for "hotel + ticket" combinations is often standardized, leading to intense competition based on price rather than unique experiences [16][18] - There is a growing need for tourism businesses to focus on emotional value and quality experiences to attract consumers in a competitive landscape [12][18]