Core Insights - The tourism market has shifted from a focus on traditional scenic spots to a diverse range of destinations, with a significant increase in interest for lesser-known locations [9][30] - The popularity of 5A scenic spots has declined, with their brand index halving over the past four years, while interest in smaller towns has surged [9][19] - The changing preferences of tourists reflect a desire for unique experiences over conventional tourist traps, leading to a rise in alternative travel options [30][37] Group 1: Market Trends - The tourism landscape has evolved, with destinations like Zibo and Harbin gaining popularity, indicating a move away from traditional attractions [8][9] - Data shows a 200% increase in searches for less crowded travel options ahead of the National Day holiday, highlighting a shift in consumer behavior [9][30] - The average daily visitor count for the top 50 5A scenic spots has seen minimal growth, while searches for "cold cities" have surged by 300% [29][30] Group 2: Visitor Experience - Tourists are increasingly frustrated with the commercialization and overcrowding at 5A scenic spots, leading to a decline in their appeal [20][27] - Many visitors report feeling like they are being exploited by high ticket prices and additional fees for activities within these attractions [12][14] - The experience at 5A scenic spots is often marred by long wait times and overcrowding, diminishing the overall enjoyment of the visit [27][30] Group 3: Competitive Landscape - The rise of alternative travel experiences, such as music festivals, has created competition for traditional scenic spots, appealing to younger audiences [35][36] - The music festival industry has seen a significant increase in events, with 560 festivals held in 2023, reflecting a shift in consumer preferences [36][37] - The traditional 5A scenic spots are struggling to adapt to the changing demands of a new generation of travelers who seek more personalized and unique experiences [37]