Group 1 - The rural tourism market in China has been thriving this year, with local governments promoting the integration of agriculture, culture, and tourism to attract visitors and support rural revitalization [1] - In the first quarter of this year, rural tourism received a total of 707 million visitors and generated revenue of 412 billion yuan, indicating strong growth during holiday periods [1] - New business models and product upgrades in rural tourism are being driven by local initiatives, such as the cultural events in Guizhou and the agricultural tourism in Xinjiang [1] Group 2 - Hubei's Lichuan has developed summer tourism and health tourism, attracting over 5.4 million visitors this year and creating 100,000 jobs [2] - The variety of rural tourism products is expanding, with new brands emerging that enhance income opportunities for farmers [2] - By the end of 2024, over 30,000 towns and 500,000 villages in China are expected to have improved infrastructure, increasing the comfort and convenience of rural tourism [2]

Core Insights - The rise of the "Highland-Borderland" tourism belt signifies a shift from "resource-driven" to "content-driven" tourism, with a focus on intangible cultural heritage, travel photography, health and wellness, and educational travel as the four main consumption pillars [1][10][19] - The concept of "life as travel" is becoming a new trend, with small cities emerging as genuine destinations that resonate with users' emotional values and cultural expressions [1][10] Group 1: Emerging Trends - Trend 1: The "Highland-Borderland" is becoming a new traffic hub, with northwest counties leading the way in tourism growth [2][3] - Trend 2: Content value surpasses resource scarcity, with "culture + story" rewriting the path for small cities to gain popularity [12][14] - Trend 3: Non-material cultural heritage, travel photography, educational travel, and health and wellness are becoming new mainstays of small city tourism, creating a long-term consumption model [19][20] Group 2: Regional Dynamics - The collective rise of northwest counties challenges the perception that "obscure means marginal," as these areas leverage unique ecological and cultural advantages to gain national attention [3][4] - The formation of regional synergies among small cities enhances visitor stay duration and journey richness, providing a foundation for brand collaboration and ticketing mechanisms [7][8][9] Group 3: Content-Driven Tourism - The shift from viewing small cities as mere travel options to recognizing them as content-rich environments reflects a broader change in travel motivations, where experiences are valued over destinations [5][6][18] - Successful small cities are those that can tell compelling stories and create immersive experiences, transforming visitors from passive observers to active participants [14][15][17] Group 4: Consumer Behavior - The rise of educational travel among families indicates a shift towards structured, curriculum-based tourism, enhancing repeat visits and fostering a stable consumer cycle [22][24] - Health and wellness tourism is expanding beyond older demographics to include urban professionals and younger individuals seeking relaxation and rejuvenation [23][24] Group 5: Market Opportunities - The trend of "cold + extreme" is emerging as a new formula for small cities to gain traction, with many lesser-known areas experiencing significant growth without relying on traditional tourism resources [26][28] - The ability of small cities to create unique, engaging content is crucial for attracting younger travelers who seek novel experiences and storytelling opportunities [28][32]

Core Viewpoint - The article highlights the emergence of summer tourism driven by high temperatures, with various cooling experiences becoming popular among consumers, reshaping the summer consumption market [1] Group 1: Cooling Tourism Experiences - The "Walnut Tree Under" homestay in Li Jia Jian Village offers a refreshing escape with an average summer temperature 10°C lower than urban areas, attracting city visitors seeking relief from the heat [2][4] - The homestay has developed diverse family-friendly activities, including hiking, flower picking, and cultural experiences, enhancing visitor engagement and satisfaction [4][6] - During peak summer weekends, the homestay can accommodate over 500 visitors in a single day, contributing significantly to local employment and agricultural income [6] Group 2: Cultural and Educational Attractions - Museums and art exhibitions in Xi'an have become popular summer destinations, providing a variety of cultural experiences for citizens looking to escape the heat [7] - The Xi'an Civil Air Defense Science Education Museum has seen a surge in visitors, offering interactive learning experiences that combine education with a cool environment [9][11] - The newly opened Shaanxi Intangible Cultural Heritage Experience Center features over 2,000 exhibits, attracting families and enhancing cultural appreciation through immersive displays [11][13] Group 3: Indoor Recreational Activities - Indoor skiing has gained popularity in Xi'an as a new summer trend, with facilities maintaining a constant temperature of -6°C, providing a stark contrast to the outdoor heat [14][15] - Ski resorts are attracting significant foot traffic, with daily visitor numbers averaging around 300, making them a favored choice for summer leisure activities [15] - The combination of cultural experiences, skill learning, and family interaction is transforming the concept of summer cooling into a multifaceted tourism model in Shaanxi [15]

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]

Core Insights - The "post-examination economy" is experiencing a surge in consumption across various sectors, including skill training, leisure, and cultural tourism, following the conclusion of the 2025 college entrance examination [1] - Demand is driven by students seeking to reward themselves after years of hard work, while parents are eager to celebrate their children's achievements, leading to increased spending on travel, electronics, and experiences [1] - Supply-side factors include businesses and institutions offering tailored promotions and discounts to attract recent graduates, enhancing the emotional value of purchases and further stimulating consumption [1] Demand Side - Students are looking for ways to relieve stress after intense study periods, leading to increased interest in travel, new gadgets, and skill acquisition [1] - Parents are willing to spend significantly to celebrate their children's graduation, often expressing that the money spent is well worth it [1] Supply Side - Various sectors, including shopping malls, tourist attractions, and training institutions, are capitalizing on this trend by providing exclusive benefits for high school graduates, such as discounts and free gifts [1] - The market is seeing a shift towards more personalized and diverse consumption patterns, with a growing preference for sports equipment, emotional dining experiences, and cultural exploration activities [1] Consumption Trends - The post-examination consumption landscape is evolving, with a notable shift from traditional electronics to a wider array of products and experiences, including outdoor adventures and cultural heritage activities [1] - Celebratory gatherings are becoming more intimate, with small family meals and gatherings gaining popularity over larger, more extravagant celebrations [1] Market Regulation - There is a call for rational consumption amidst the rising spending, with concerns about excessive expenditures on post-examination activities, prompting discussions on the need for responsible consumer behavior [2] - The "post-examination economy" is recognized not only as an economic trend but also as a cultural phenomenon reflecting societal values regarding education and future aspirations [2] - Regulatory bodies are urged to enhance market oversight to prevent unhealthy consumption practices disguised as part of the "post-examination economy," ensuring a healthy market environment [2]

Group 1: Tourism Development - The Dragon Boat Festival activities in Zhenyuan County, Guizhou, are aimed at enhancing tourism experiences, with plans to attract over 10 million visitors by 2025 [1] - Zhenyuan has a rich historical background with over 120 cultural heritage sites, contributing to its reputation as the "Oriental Venice" [1] - The county is organizing a series of dragon boat races and cultural activities to promote the integration of sports, culture, and tourism [1] Group 2: Football Promotion - The "Village Super" football event in Rongjiang County is designed to enhance local and campus football, driving holiday consumption and economic growth [2] - The "Village Super" series has attracted over 7.6 million visitors in 2023, with a target of over 9.4 million in 2024 and 10 million by 2025 [2] - A strategic plan has been established to develop a three-tiered football event matrix, aiming for 600 events and 40,000 participants annually by 2030 [3] Group 3: Strategic Planning - Rongjiang County is prioritizing football as a key development strategy, integrating it with cultural and tourism initiatives [4] - The county's leadership emphasizes the importance of strategic planning to transform visions into reality [4]

Group 1 - The event "Ancient Ferry Transmits Love · Beneficial Market" successfully integrated cultural, commercial, and public welfare elements, attracting nearly a thousand participants and creating a new path for the dissemination of the Red Cross spirit [1] - The event featured eight thematic sections, including emergency rescue education, intangible cultural heritage experiences, and health services, embedding public welfare into cultural tourism scenarios [1] - The "Life Relay" experience area, managed by the local police, became a focal point where CPR and AED operation skills were taught through a combination of theory and practice [1] Group 2 - The event broke the traditional one-way communication model of public welfare activities by utilizing a dual approach of "experiential scenarios + consumer support," allowing visitors to subtly receive humanitarian education while enjoying ancient ferry culture [2]

Core Insights - The "County Tourism" has gained popularity among travelers, with significant growth in revenue and visitor numbers in 2024, as reported in the "China County Tourism Competitiveness Report 2024" [1][2] - The average ratio of tourism revenue to county GDP is 68.4%, an increase of 7.0 percentage points from the previous year, indicating a strong economic impact from tourism [2] Group 1: Growth and Development - The report indicates that the top 100 counties in China experienced over 30% growth in both tourism revenue and visitor numbers compared to the previous year [2] - The quality of tourism resources is improving, with a steady increase in "national-level" resources [2] - Transportation infrastructure, including air, rail, and road, has significantly improved, facilitating better access to these counties [2] Group 2: Integration of Culture and Tourism - The "Tourism + Culture" model is being promoted, with a focus on integrating cultural heritage into tourism experiences [2] - Successful examples include the Hunan Yuhua Intangible Cultural Heritage Museum, which showcases 359 intangible cultural heritage projects, meeting diverse visitor needs [2] Group 3: Innovative Tourism Models - The "Tourism + Agriculture" model combines agricultural activities with leisure tourism, enhancing visitor experiences and supporting local economies [3] - The "Tourism + Sports" model is also emerging, with events and activities attracting tourists and boosting related industries, such as the development of the Shougang Racing Park in Qinhuangdao [3] - The county tourism sector is evolving towards diversification, personalization, and quality enhancement, positioning itself as a new driver for rural revitalization and regional economic development [3]

从"潜力榜"到"实力派"：网红潜力城市的客流爆发 4月22日，新京智库发布《新京报网红城市潜力报告（2025）》，并发布《新京报网红城市潜力榜50强 （2025）》等多个榜单。 4月22日，在新京报主办的"直面关税战，锻造经济韧性——2025新京智库春季论坛"上，新京智库发布 了《新京报网红城市潜力榜50强（2025）》（下称"潜力榜"）。江苏徐州跃升榜单首位，山西太原、山 东临沂、山东烟台和浙江温州等相较上一次榜单排序大幅靠前，山东泰安、河北沧州和四川绵阳等12座 城市首次上榜。 在刚刚过去的"五一"假期，报告中的一些潜力城市迎来了"高光时刻"。徐州、温州、绵阳、沧州、太原 等网红潜力城市，在客流、消费、活动、品牌等多维表现上集体"出圈"，从"榜单黑马"成长为备受市场 与游客关注的文旅新星。 与以往的短期爆红不同，这些网红潜力城市不再依赖单一打卡地或流量事件，而是以系统性供给、多层 次运营、可持续增长力，构建起走向"长红"的底层逻辑。新京智库梳理其中一些代表性城市，透视它们 如何从热度中突围、从流量中突变、从潜力中突进。 "五一"小长假，是观察一座城市文旅吸引力和市场承载力的"放大镜"。 对于那些入围"潜力 ...

Group 1 - The 2025 China Mountain Trail Running Open (Leshan·Emei Mountain Station) and the "Emei Travel Co., Ltd." Cup 2025 Emei Mountain Trail Challenge attracted over 4,500 trail runners from around the world to Sichuan Emei Mountain, a UNESCO World Heritage site [1] - Emei Mountain is actively creating new scenarios for the integration of sports and tourism, offering unique tourism routes that include intangible cultural heritage experiences, Zen tea tasting, and specialty cuisine, providing a full-service experience for participants and visitors [1] - Emei Mountain Tourism Co., Ltd. is focusing on transforming from a traditional cultural tourism enterprise to an emerging cultural tourism complex, enhancing its offerings in ticketing, hotels, cable cars, and tea industry, while also developing digital economy, immersive performances, educational tourism, and cultural media [1] Group 2 - The company is promoting the upgrade from traditional sightseeing to leisure vacations, health and wellness retreats, and cultural experiences, while continuously advancing the integration of sports and cultural tourism [1] - Emei Mountain has been actively participating in various sports events, including the China Super Football League, National Bridge Championship, Sichuan Provincial Games, and Leshan Marathon, aiming to build a "National Sports Tourism Demonstration Base" to enhance its influence and competitiveness in the international tourism market [1]