"我一有空就来天津，吃顿早点，听大爷们聊天。"5日清晨，在天津西北角排队买煎饼果子时，北 京互联网从业者刘宇对记者说，相比走马观花地打卡景点，他更喜欢走街串巷，看看天津人真实的生活 状态。吃完早点，他还计划去附近的公园，"想看看大爷们举石锁、练杂技，感觉特有意思"。 携程研究院研究员翁鹏认为，当前不少年轻游客更看重旅行中的"在地体验"，他们愿意走进本地人 日常生活的空间，"希望在旅行中体验'像当地人一样生活'的感觉"。 不再追逐"打卡景点"，而是循着一项非遗技艺、一场庙会节庆、一道地方风味、一种在地生活去旅 行。近年来，越来越多中国年轻游客选择"风物旅行"——在旅途中感受目的地的生活质感与文化底蕴。 风物，指一个地方独有的文化表达，涵盖特色美食、节庆活动、非遗技艺、民俗艺术、在地生活等 内容。10月31日，中国旅游研究院与马蜂窝联合发布《中国风物报告》指出，年轻人旅行不再满足于简 单的"到此一游"，而是渴望深入了解目的地的文化、历史和生活方式，通过旅行获得独特的文化体验和 情感共鸣。 2月13日，农历正月十六，有着600多年历史的中国国家级非物质文化遗产代表性项目"葛沽宝辇 会"在天津津南区葛沽镇上演，市民和 ...

Core Viewpoint - The rise of "cultural travel" among young Chinese tourists reflects a shift from traditional sightseeing to immersive experiences that emphasize local culture and lifestyle [1][6]. Group 1: Definition and Trends - "Cultural travel" refers to experiences that highlight unique local cultural expressions, including traditional cuisine, festivals, intangible cultural heritage, and local customs [1]. - A report by the China Tourism Research Institute and Mafengwo indicates that young travelers are increasingly seeking to understand the culture, history, and lifestyle of their destinations, moving beyond mere photo opportunities [1]. Group 2: Local Experiences - Young tourists are prioritizing "on-the-ground experiences," desiring to engage with local life and culture, as evidenced by their participation in local activities and festivals [3]. - Events such as the "Ma Street Book Fair" in Henan and traditional activities in Tianjin and Fujian are attracting young visitors who wish to experience local customs firsthand [3][4]. Group 3: Impact on Local Economies - The popularity of "cultural travel" is revitalizing lesser-known towns, such as Gegu Town in Tianjin, which has seen an influx of tourists due to its unique cultural heritage and festivals [6]. - The transformation from "sightseeing" to "living" is expanding cultural spaces from tourist attractions to everyday life, enhancing local economies and cultural recognition [6][7]. Group 4: Future Prospects - "Cultural travel" is expected to become a new growth point for the cultural and tourism economy in small towns and counties, driven by young people's interest in local culture [7]. - Many regions are now developing immersive cultural tourism products and aiming to make festival experiences more regular and sustainable, thus attracting visitors year-round [7].

Core Insights - The article discusses the growing trend of "cultural travel" in China, where tourists are increasingly seeking deep cultural experiences rather than just visiting scenic spots [5][9] - Local cultural elements, referred to as "fengwu," are becoming significant attractions for tourists, enhancing local tourism development [5][10] Group 1: Cultural Travel Trends - Tourists are shifting from merely "checking off" tourist spots to engaging in immersive cultural experiences that highlight local customs and traditions [5][6] - The concept of "fengwu" encompasses a region's unique cultural heritage, including local cuisine, festivals, intangible cultural heritage, and folk arts [5][6] - Young travelers, particularly those born after 2000, are driving the demand for cultural travel, showing a preference for authentic local experiences [9][10] Group 2: Economic Impact - Cultural travel is generating significant economic benefits for local tourism markets, with places like Shexian County seeing a 18.39% increase in tourist numbers and a 21.59% rise in tourism revenue during the recent Spring Festival [6][10] - The integration of cultural experiences into tourism is leading to increased visitor spending, with Shexian County attracting over 10 million tourists and generating more than 5 billion yuan in consumption over the past three years [10] - In Tongjiang, the introduction of cultural experience products has resulted in a 55.2% increase in tourism revenue, highlighting the economic potential of cultural travel [10] Group 3: Local Cultural Initiatives - Shexian County is enhancing its cultural tourism offerings by developing workshops, themed accommodations, and educational programs centered around local traditions like the fish lantern festival [10] - Tongjiang is promoting its unique cultural heritage through immersive experiences, such as traditional performances and hands-on workshops, to attract more visitors [7][10] - The rise of cultural travel is prompting local governments and tourism agencies to innovate and create engaging content that showcases their unique cultural narratives [10]

Core Insights - The report titled "China's Cultural Report" highlights a shift in young travelers' preferences from simply visiting landmarks to seeking deep cultural experiences [1][2] - The report indicates that the "post-90s" generation constitutes 36.6% of the cultural travel demographic, while the "post-00s" generation shows significant potential with a 16.2% share [1] - The focus on local cultural elements such as festivals, intangible cultural heritage, local cuisine, and folk arts is becoming increasingly important for young travelers [1][2] Group 1: Demographics and Trends - The "post-90s" generation is the primary force in cultural travel, driven by their sensitivity to online trends and a desire for unique experiences [1] - The "post-00s" generation is particularly interested in historical culture and participation in folk or intangible cultural heritage activities [1] - The gap between first-tier cities and lower-tier cities in terms of cultural travel participation is narrowing, indicating a broader national interest in local cultural exploration [1] Group 2: Market Opportunities - The demand for content related to "intangible cultural heritage" and "folk customs" is on the rise, with a 145.7% increase in related content published in the first half of 2025 compared to the entirety of 2024 [2] - Keywords such as local flavors, folk customs, and traditional crafts are becoming high-frequency search terms for young travelers, presenting new opportunities for local tourism markets [2] - The integration of culture and tourism is seen as vital for revitalizing the tourism market and promoting cultural dissemination [2] Group 3: Industry Perspectives - The director of the China Tourism Research Institute emphasizes that modern travelers are moving beyond scenic views to appreciate cultural and lifestyle beauty [2] - The CEO of Mafengwo states that the combination of "cultural elements and travel" is not just a trend but a necessary upgrade in the era of cultural tourism integration [2] - Future tourism efforts will focus on leveraging big data and AI technology to uncover local cultural elements and enhance the travel experience [2]