每经记者｜宋美璐 杜蔚 每经编辑｜陈柯名 魏官红 伴随开学季的到来，暑期文旅市场的火热态势告一段落。 《2025年暑期出游快报》显示，今年暑期旅游需求强劲，机票、酒店、租车等旅游订单量持续增长；品质游趋势明显，订单均价同比增长9.9%。学生和 家庭客群的增加，让包含文化娱乐体验的旅行热度大幅增长。 《每日经济新闻》记者采访获悉，2025年暑期文博热带动研学游持续升温。兵马俑、三星堆、莫高窟、云冈石窟等吸引了大量亲子及银发游客。值得注意 的是，如今大众并非只停留在城市展开研学游，而是更愿意走出去，到就地保护的文物或文化遗址"身边"展开深度游。 一直以来，云冈石窟是学子的热门打卡地 图片来源：每经记者 宋红 摄 数据显示，今年暑期研学类产品的咨询量和预订量显著提升，自然探索类产品的搜索量同比激增120%，非遗体验成为新热点。尤其在今年7月，青海"昆 仑石刻"事件引发广泛关注，该石刻的神秘面纱尚未揭开，但激起了众人对不可移动文物古迹的好奇与热情。 那么，这些藏身于大江南北的文物古迹是如何与文旅深度互动的？还有哪些待挖掘的价值？ 研学游升温背后 考古发现如何变身文旅产业？ 这个夏天，三星堆再次成为文旅消费的热词。游客 ...

Core Insights - The summer tourism market has seen strong demand, with a notable increase in travel orders for flights, hotels, and car rentals, reflecting a 9.9% year-on-year rise in average order value [1] - The trend of quality travel is evident, with an increase in family and educational tourism, particularly in cultural and entertainment experiences [1][3] - Archaeological sites are becoming popular destinations for educational tourism, with significant interest in locations like the Terracotta Army and Sanxingdui [1][4] Group 1: Tourism Trends - The summer of 2025 has witnessed a surge in educational tourism, with a significant rise in inquiries and bookings for related products, particularly a 120% increase in searches for nature exploration products [3] - Sanxingdui Museum attracted over 1.3 million visitors during the summer, highlighting its status as a key cultural tourism destination [3][4] - The integration of educational experiences with tourism is driving local consumption, with numerous educational institutions emerging around major archaeological sites [4] Group 2: Cultural and Archaeological Significance - Archaeological discoveries hold unique cultural value, attracting public curiosity and aligning with the underlying value logic of cultural tourism products [6] - The transformation of archaeological findings into tourism resources is a complex process, often requiring years of protection and cultivation before achieving significant economic impact [8] - The scarcity of cultural relics enhances their value, making them potential focal points for tourism development and local economic growth [12] Group 3: Challenges and Opportunities - Many regions struggle to effectively convert archaeological resources into tourism products due to a lack of differentiated experiences [8][15] - The competition for cultural relics among regions reflects a desire to capture economic benefits from tourism, indicating a growing recognition of the importance of cultural resources [14] - Experts caution against premature commercialization of archaeological findings, as it may lead to misrepresentation and damage to local cultural identities [15]

Core Viewpoint - The rising popularity of research-based travel (研学游) is accompanied by significant issues such as inflated prices, misleading offerings, and a lack of educational content, leading to widespread parental dissatisfaction [1][2][3]. Group 1: Market Issues - Many parents report that the actual experiences of research-based travel do not match the promotional content, resulting in complaints and even injuries during trips [2][3]. - The market is characterized by a wide range of pricing for similar offerings, with some products costing from hundreds to thousands of yuan, leading to confusion and disappointment among parents [3][4]. - There is a notable absence of standardized pricing and quality assurance in the research-based travel sector, which has led to a proliferation of subpar offerings disguised as educational experiences [3][4]. Group 2: Regulatory Environment - The growth of research-based travel has been supported by government policies, including guidelines issued by the Ministry of Culture and Tourism aimed at standardizing the industry [4][5]. - Many organizations offering research-based travel lack the necessary travel agency qualifications, contributing to issues of false advertising and market chaos [5][6]. - The introduction of the "Research Travel Guide" profession aims to clarify the qualifications needed for professionals in this field, but standards and training programs remain inconsistent [5][6]. Group 3: Safety and Quality Assurance - Parents are advised to verify the qualifications of travel agencies before enrolling their children in research-based travel programs, utilizing platforms that provide information on agency credentials [6][7]. - The Ministry of Culture and Tourism has initiated pilot programs to enhance the quality of research-based travel bases in several provinces, which may improve overall service standards [7][8]. - It is recommended that parents ensure clear contracts are signed with travel organizations to protect their rights and responsibilities during the trips [7][8].

Core Viewpoint - The study tour market is experiencing rapid growth, but it faces significant issues such as safety incidents, inflated prices, and a lack of educational content, leading to parental dissatisfaction [1][2][4]. Market Overview - The popularity of study tours has surged, with various new products being launched during the summer vacation, attracting many parents [1]. - However, there are frequent safety incidents and complaints regarding the quality and authenticity of the offerings, with parents expressing concerns over misleading promotions [2][3]. Issues in the Study Tour Market - Many study tour programs do not meet the advertised standards, leading to negative experiences for participants, such as injuries and unsatisfactory educational content [2][3]. - The lack of industry standards results in significant price discrepancies for similar programs, with costs ranging from hundreds to thousands of yuan without clear justification [3][4]. Regulatory Environment - The rise of study tours has been supported by government policies, including guidelines issued by the Ministry of Culture and Tourism to standardize the industry [4]. - There is a pressing need for regulatory frameworks to ensure that organizations offering study tours possess the necessary qualifications and adhere to safety standards [4][6]. Professional Standards and Training - The introduction of the "study tour guide" profession aims to clarify the qualifications needed for professionals in this field, but there is currently a lack of standardized training and certification processes [5]. - The market is flooded with various training programs, many of which lack credibility, raising concerns about the quality of training for study tour guides [5]. Recommendations for Parents - Parents are advised to verify the qualifications of organizations before enrolling their children in study tours, ensuring that they are registered and compliant with regulations [6][7]. - Engaging with recognized study tour bases and signing clear contracts can help safeguard parental rights and ensure a better experience for children [7].

Core Insights - The summer research study tours have become a popular trend in cultural tourism, with a projected market size of 2,132 billion yuan in 2023, reflecting a 19% year-on-year growth [4][5]. Group 1: Market Trends and Growth - The research study tour market is expanding rapidly, driven by diverse offerings that include artificial intelligence, space exploration, and tropical rainforest experiences [4][5]. - The increasing demand for high-quality educational experiences is prompting institutions to enhance their offerings and optimize supply [8][11]. Group 2: Educational Impact - Research study tours provide unique learning experiences outside traditional classroom settings, fostering children's interest in science and technology [6][7]. - Programs are tailored to different age groups, emphasizing hands-on activities and practical knowledge application, which enhances students' understanding of theoretical concepts [6][7]. Group 3: Quality and Regulation Challenges - The market faces challenges such as uneven quality and varying standards among providers, with some institutions lacking proper qualifications [9][10]. - Recent regulations from the Ministry of Culture and Tourism aim to standardize the industry, focusing on quality management and service evaluation [10][11]. Group 4: Institutional Development - Some regions are establishing associations and training programs to improve the quality of research study tours, ensuring that instructors possess the necessary skills and knowledge [10][11]. - Collaborative efforts among education, tourism, and regulatory bodies are essential for creating a comprehensive governance system to maintain service quality [11].

Core Insights - The summer research travel market is experiencing a "cold" and "hot" phenomenon, indicating a shift in market demand [1][2] - The disparity in market performance is attributed to product quality and consumer experience, with negative feedback leading to decreased interest in certain programs [2] - The current "cooling" phase in the research travel sector presents an opportunity for industry development, driven by improved regulations and diverse consumer needs [3] Group 1: Market Trends - Research travel programs are facing challenges, with some unable to reach the required number of participants and a 60% drop in inquiries for previously popular projects compared to last year [1] - Conversely, certain programs in regions like Qinghai and Guizhou are thriving, offering unique cultural and educational experiences that remain in high demand [1] Group 2: Quality and Consumer Experience - The decline in interest is linked to poor experiences, such as superficial activities, misleading marketing, and safety concerns, leading parents to hesitate in purchasing these programs [2] - To succeed, the industry must focus on enhancing quality and addressing consumer expectations, ensuring that children gain meaningful knowledge and experiences [2] Group 3: Regulatory Environment and Future Opportunities - The industry is witnessing stricter regulations and improved standards, which are essential for fostering a healthier market environment and encouraging innovation [3] - The emphasis on balancing commercial viability with educational value is crucial for the long-term success of research travel programs, as they must provide genuine learning experiences [3]

Core Insights - The summer study tour market is experiencing a dichotomy, with some programs facing low demand while others remain popular, reflecting changing consumer preferences [1][2] - The quality of products and consumer experience are key factors influencing market performance, with negative reviews leading to decreased interest in certain programs [2][3] - The current "cooling" of the study tour market presents an opportunity for industry development, as regulatory frameworks and quality standards are being established [3] Market Trends - Some study tour programs are struggling to reach the required number of participants, with inquiries down by 60% compared to the previous year [1] - In contrast, innovative programs in regions like Qinghai and Guizhou are thriving, offering unique cultural and educational experiences that are in high demand [1][2] - The market is expanding rapidly, but there is a need to return to the core educational purpose of study tours to ensure sustainable growth [2] Regulatory Environment - The government is increasingly involved in promoting study tours, with new policies and standards being implemented to enhance service quality [3] - The industry is undergoing a cleansing process, with stricter regulations and a focus on high-quality offerings, which is expected to foster a healthier market environment [3] Consumer Expectations - Parents are looking for meaningful educational experiences for their children, and programs that fail to deliver on this promise are likely to face backlash [2] - Successful study tour products are those that effectively combine educational value with enjoyable experiences, ensuring that children gain knowledge and skills [3]

Core Insights - The article discusses the negative impact of cutthroat competition in the study tour market, emphasizing the need for collaboration rather than price wars [4][5][8] - It highlights the importance of service quality in the tourism industry, suggesting that poor service leads to a loss of consumer trust and ultimately harms businesses [5][6] Group 1: Industry Competition - The study tour market is experiencing a downturn due to intense competition, which has led to a decline in product quality and consumer trust [4][5] - The article contrasts the current situation in the study tour sector with price wars in other industries, noting that the latter often maintains product quality while the former does not [4] - The ongoing price competition is unsustainable and has resulted in a vicious cycle of negative profits and declining service quality [5][6] Group 2: Collaboration and Strategic Partnerships - The article advocates for a collaborative approach between study tour institutions and travel agencies, highlighting the strengths each can bring to the table [4][8] - Successful partnerships, such as the collaboration between a travel agency and a STEAM education institution, have shown that strategic cooperation can lead to higher profit margins [8] - The concept of "cooperation for mutual benefit" is rooted in ancient wisdom and is presented as a viable solution to current industry challenges [8][9] Group 3: Industry Events - The article mentions the recent travel business study tour summit held on August 28, which aimed to promote the idea of cooperation among industry players [9] - Various exhibitors, including travel agencies and educational institutions, participated in the summit to explore potential partnerships and share insights on the future of study tourism [10][12][16]

Core Points - Beijing's cultural and tourism bureau has launched the "Jingcai Summer" series of activities, featuring over 150 summer-themed events, 6200 performances, and 3800 cultural experience activities to enhance summer tourism experiences for residents and visitors [1][6] Group 1: Summer Activities and Events - The "Jingcai Summer" initiative includes five main segments: graduation season, study tours, performance tourism, suburban tourism, and rejuvenation tourism [1] - A focus on graduation season includes a list of "10 Things to Do in Beijing," targeting both graduates and families with children, promoting various cultural and recreational activities [3] - The summer performance market is diverse, with numerous children's performances and major productions from renowned troupes, including international acts [4] Group 2: Study Tours and Suburban Tourism - The bureau is creating a matrix of study tour products, launching 10 themed study tour routes that cover various educational and cultural topics [3] - Seven suburban tourism routes have been introduced, emphasizing natural exploration and summer leisure activities, with free tickets and discounts offered at various attractions [5][6] Group 3: Visitor Experience Enhancements - Several museums in Beijing are extending their opening hours to improve visitor experience, with 22 museums adjusting their schedules to accommodate more visitors [7] - The city is promoting a vibrant night economy with over 3800 community benefit activities, including night markets and outdoor movies [8] Group 4: Tourism Market Regulation - The Ministry of Culture and Tourism is implementing measures to regulate the summer tourism market, addressing issues like forced shopping and misleading practices [10][12] - A year-long special rectification campaign will target illegal activities in the tourism sector, focusing on travel agencies and shopping venues [10][12]

Core Viewpoint - Beijing's cultural and tourism bureau has launched a series of summer activities aimed at enhancing the summer experience for residents and tourists, featuring over 150 themed events, 6200 performances, and 3800 cultural experiences [1] Group 1: Summer Activities and Events - The "京彩夏日" initiative includes five main segments: graduation season, study tours, performance tourism, suburban tourism, and rejuvenation tourism [1] - The bureau has introduced "10 Things to Do in Beijing During Graduation Season," targeting both graduates and families with children, promoting various cultural and recreational activities [3] - A diverse supply of summer performances includes 45 children's shows, international theater productions, and concerts by popular artists, enhancing the cultural landscape [4] Group 2: Study Tours and Educational Experiences - The bureau is focusing on creating a matrix of study tour products, launching 10 themed study tour routes that cover various educational topics such as red history, folk arts, and natural exploration [3] - The emphasis on study tours is expected to attract both domestic and international students and families, enriching their educational travel experiences [3] Group 3: Suburban and Rural Tourism - Seven suburban tourism routes have been developed, focusing on natural exploration and summer leisure activities, with free tickets and discounts offered at various attractions [6] - Popular suburban destinations include scenic spots like the Great Wall and local night markets, enhancing the appeal of rural tourism [6] Group 4: Visitor Experience Enhancements - Several museums in Beijing are extending their opening hours and adjusting their schedules to improve visitor experience during the summer [9] - The city is also promoting a vibrant night economy with over 3800 cultural activities, including night markets and outdoor events, to attract more visitors [10] Group 5: Travel Trends and Data - Data from Meituan Travel indicates a nearly 38% year-on-year increase in overall travel bookings for the summer, with Beijing being the top destination [7] - Flight and hotel bookings for Beijing have also seen significant growth, with customized travel options experiencing a 128% increase [7]