In the past few years, "micro vacations" such as weekend tours and peripheral tours have become a new growth point in the tourism consumption market.

Entering 2023, with the increasing social needs of young people, they are also no longer obsessed with the "distance" in terms of spatial distance, but choose to discover trendy gameplay in and around the city for in-depth experience.

　　"Micro vacation" is considered to be the next tourism outlet.

Beijingers are eclectic and have a wide range of hobbies; Shanghainese have coffee bars and refined petty bourgeoisie; Guangzhouites like to travel within the province; Shenzhennese are fond of family driving.

First and second tier cities

Two-to-three-day short-distance tours are on the rise

　　The so-called "micro-vacation" refers to a short-distance and short-term travel and leisure method centered on the city and radiating to the surrounding areas.

"Micro vacation" has a variety of combination modes, and it is still developing, changing and deforming.

　　According to a relevant survey report from the Beijing New Generation Market Monitoring Agency, "micro vacation" is an excellent perspective to observe Chinese consumer culture, and it is also an emerging market with continuous growth and great development potential.

　　At present, the industry generally believes that "micro-vacation" is an emerging travel mode with high frequency and strong sense of satisfaction, mainly in first-tier and second-tier cities and their surrounding areas, with a journey time of two to three hours and a duration of two to three days.

Specifically, it can be divided into three categories. The first is leisure activities: including KTV, watching musicals, comedies, going to cafes and bars, listening to concerts, concerts, outings, camping, etc.

The second is sports activities: including golf, mountaineering, hiking, climbing, fishing, etc.

The third is tourism activities: including intra-provincial tours, theme parks, etc.

Popular tourist spots around

City center projects 'heating up'

　　In recent years, due to the impact of the epidemic and the inconvenience of hiking and travel, short-term short-distance "micro-vacation" activities have ushered in a substantial increase.

A number of corresponding "micro vacations" and surrounding vacation products have been developed in various places, such as self-driving caravan camps, country camping, weekend parent-child camping, rural leisure vacations, etc.

　　For sojourners and vacationers, the poems from afar are tantalizing, but they don’t need to travel long distances. The belt around Beijing, Jiangsu, Zhejiang, Shanghai, and the Greater Bay Area metropolitan area that can switch between multiple modes at will are the most suitable places for urban people to rest their tiredness and hearts. A romantic sanctuary for the soul.

　　In previous years, the inventory of popular destinations for small and long holidays, the top ones were often some large theme parks or resorts, but now they have become some surrounding tourist attractions.

For example, in Xile Valley in Qingyuan, Guangdong, you can soak in hot springs, play in water parks, unpowered parks, and hold various cultural activities. Its performance has become a benchmark for flying against the wind during the epidemic.

　　Some projects in urban centers are also becoming "micro-vacation" destinations, such as Changchun's first indoor resort landscape town, which is becoming a popular choice for urban "micro-vacation".

In this 30-meter-high "hill scenic town", the hillside circles to the top of the mountain, creating a variety of atmospheric and realistic landscapes and scenery along the way. Using the hillside and caves, the whole mountain is divided into food and dining areas, cinema blocks, and cultural and creative areas. Different areas such as neighborhoods and accommodation.

　　Xingledu camping town in Hengqin, Zhuhai is also located in the city. It not only has a good ecological environment, but also has wild and luxurious camping facilities and unpowered equipment. tourists.

Parent-child families are circled as "new fans"

The gourmet night market block is popular among urbanites

　　In 2023, what new changes will "micro vacation" bring about?

　　According to the report, the first trend is that "families with children" may join the ranks of "micro vacations" faster.

　　From 2021 onwards, parent-child family travel habits will change under the general background, and short-term, suburban, educational research and themed parent-child camps will become more popular; in the summer vacation of 2022, parent-child travel and summer camps will become the core carrier of family traffic and consumption transactions .

"Walking the baby at the door of the house" has become a major annual trend, and the trend of "walking with the baby as soon as you say it" is also more obvious.

　　Judging from the data, among the parent-child travel group, 29% of the respondents chose to travel around, and 26% chose to travel locally, accumulatively exceeding 55%.

The overall presentation is characterized by "short cycle, travel privacy, and high safety factor requirements".

　　The second trend is that the "micro vacation" formats of gourmet night markets, neighborhoods, and cultural and tourism complexes may be the most popular among domestic urbanites.

　　Data show that the scale of China's nighttime economy has grown rapidly since 2016. By the end of 2020, the scale of China's nighttime economy has exceeded 30 trillion yuan, an increase of 5.0% over the same period last year. It is expected to exceed 40 trillion yuan in 2022.

　　The cultural tourism business complex is a large and medium-sized urban micro-tourism destination with culture, tourism, and commerce as the core attractions. A type of business form with the highest frequency and the largest market value.

　　The third trend is that the camping market is gradually growing.

The growth rate of the overall market size of the camping economy will reach its peak in 2022. As the impact of the epidemic gradually eases and the market gradually recovers, the overall growth rate of the camping market will slow down and show a downward trend, but the overall growth rate is still relatively high.

It is estimated that the overall size of the domestic camping market will reach 178.14 billion yuan in 2023, a year-on-year increase of 46.3%.

　　The "2022 Camping Quality Research Report" believes that with the rise of weekend travel, camping has become one of the most popular leisure travel methods.

Statistics show that 81% of tourists choose short-term camping for one to three days, pinning their good expectations of getting close to nature and restoring vitality in "one-night Utopia".

　　The development trend of China's camping market will present the following characteristics: First, camping will be integrated with culture, tourism, sports, entertainment and education, and the gameplay will be more diverse; second, "small and beautiful" camping and "micro-vacation" complexes will be an important development trend of camping in the future ; The third is the combination of the camp and the mature cultural tourism industry. The camp can use the surrounding mature vacation service infrastructure to focus on content production and product creation.

People in first-tier cities have different preferences

Beijing Singles' Favorite Theme Parks and Outings

　　At the consumer level, a special survey on the "micro-vacation" market in first-tier cities shows that there are significant differences in the penetration rate of "micro-vacation" among "single people" in different cities.

Single people in Beijing have a higher proportion in theme parks, outings, camping, intra-provincial tours, mountaineering, excursions, and mountain climbing; single people in Shanghai are the most refined petty bourgeoisie, and they like to go to cafes and bars the most, followed by theme parks; single people in Guangzhou travel in the province The proportion is also relatively high. It can be seen that Guangzhou people like to travel within the province, regardless of whether they are married or not.

　　In terms of parent-child families, Beijing parent-child families have diversified participation modes in "micro-vacation", with a relatively high proportion in outings, camping, coffee shops, bars, playgrounds and theme parks; Shanghai parent-child families are also willing to go to coffee in addition to intra-provincial travel. restaurants, bars or theme parks; Guangzhou has a very high proportion of parent-child families traveling within the province; Shenzhen has the highest proportion of parent-child families driving.

(Beijing Youth Daily reporter Chen Si)