The new generation of China is keen on "anti-popular" travel: not looking at popularity, only about experience

Wuhan, 6 June (ZXS) -- China's new generation is keen on "anti-popularity" travel: Don't look at popularity, only ask about experience

Written by Wu Yili

"Anti-hot" travel is becoming popular among young Chinese: rejecting popular landmarks, preferring unpopular places, not looking at popularity, only asking about experiences, and enjoying themselves.

The China Travel Consumption Trend Insights White Paper (5 Edition), released on May 30, reveals four new trends: niche uniqueness, relaxation, unknown surprises, and local depth. According to the "Contemporary Youth "Travel Personality" Guide" released by Tongcheng Travel recently, "anti-bone travelers" who focus on experience are emerging, of which 2023% are under the age of 40.

On June 6, many young people came to the red wall under the Yellow Crane Tower in Wuhan to check in and take photos. Photo by Wu Taotao

Go to Anhui, "anti-popular" travelers do not go to Huangshan, but take a unique path to the Emerald Valley "Jasper Stream" on the east side of the scenic spot, or go to Xixi South Town and Qiankou Town to stay in homestays, experience Huipai houses, and taste farm food; Go to Guilin without looking at the landscape, but challenge the unique outdoor rock climbing; Go to Lushan without looking at the waterfall, but feel the meditation that heals the soul...

Going to Wuhan, they did not climb the Yellow Crane Tower and found the best position "in the same frame" at the foot of the Yellow Crane Tower. Since May this year, the newly built vermilion wall next to the Yellow Crane Tower subway station has "caught fire". Wuhan University student Fu Rui and his classmates specially wore Hanfu to take a photo with the Yellow Crane Tower, and against the background of the vermilion wall, "taking pictures is very 'out of film'", Fu Rui said, and the photos received a lot of praise after being posted to the circle of friends.

CityWalk, which originated in London, England, has become a trend in many cities in China, where people walk and cycle around the streets.

In Guangzhou, "walking in Liwan District" has become a new way for the city to "open": from Guangzhou Changshou Road subway station, walk to Lychee Bay Park to listen to a Cantonese opera, and walk along the arcade to Yongqing Fang; You can also ride to the fireworks of Xihua Road, taste the time-honored "Wenji Pho", and feel the "Laoguang culture".

In Wuhan, in order to show tourists the authentic life of old Wuhan, Qiu Minjie, a young volunteer of Wuhan CityWalk Urban Culture and Historical Architecture Guide, designed a "treasure route" of about 4 kilometers: starting from Nanjing Road in Hankou, to Dongting Street and Lihuangpi Road, running through the former British, Russian and French concessions, interspersed with cafes, churches and vegetable markets, the city's history and fashion can be vividly presented.

With the Dragon Boat Festival approaching, many of the "Generation Z" girls who call themselves "little road lovers" plan their Beijing hutong riding routes in advance: from the Lama Temple west into Wudaoying Hutong, to Beiluoguxiang, all the way to Shichahai, "The small road retains its original flavor, and I want to experience the life of the locals." "Many said.

On June 6, the road in front of Wuhan Hanyang Station was like a wizard of greens. Photo by Wu Taotao

Vegetable markets and old neighborhoods full of "relaxation" have also been promoted to "scenic spots". Beijing Sanyuanli Vegetable Market gathers a variety of fresh "sharp goods", Quanzhou Shishi Vegetable Market integrates the culture of Chenghuang Temple, and Shenyang Xiaohe's morning market is full of rough and simple northeast wind... On Zhanqian Road, not far from Wuhan's Guiyuan Temple, is an old neighborhood, with an abandoned railway track running through the street, and residential areas on both sides planted with green flowers, and neighbors pulling homely things. Fei Yatian, a 28-year-old tourist, said the trail was a temporary escape from the fast-paced pace of daily life, where life itself looked like.

The relevant person in charge of the Xiaohongshu platform told reporters that since the beginning of this year, Chinese's travel destinations have shown a trend of "non-standardization", and "personalized destinations" are extremely popular, and many young people focus on niche and unpopular attractions. On this platform, topics related to "niche excavators" have received more than 20 billion views.

The analysis pointed out that elements such as proximity, low cost, lack of crowding, and more food have become important criteria for young people's travel planning. Gong Jian, Executive Vice President of the Wuhan Branch of China Tourism Research Institute, believes that nowadays, people pay more and more attention to safety, convenience and experience, and the new generation of China is in an important stage of intellectual curiosity and social development, and "anti-popular" travel satisfies their desire to explore. (End)