Grassland tours, beachcombing, and pottery making have been popular items during the summer rush, as in-depth experiential destinations are gaining popularity especially among the young generation.
Instead of rushing to attractions or sightseeing, they prefer a slower place for traveling to stay and enjoy slowly, and deeply experience local people's lives.
On July 30, Meituan released the latest summer travel consumption data, with Shanghai, Beijing, Guangzhou, Harbin, Kaifeng, Chengdu, Dalian, Tianjin, Hangzhou, and Zhengzhou ranking as the Top 10 popular family travel destinations.
More and more tourists are no longer just using hotels and guesthouses as places to stay overnight, but are hoping to gain a deeper experience from their accommodations.
The number of users staying for 7 days or more this summer has increased by nearly 30% year-on-year, and among young users aged 19 to 22, the number staying for 7 days or more has increased by 75% year-on-year.
Based on popular user experience demands, the featured homestays on the Meituan platform now cover eight major experience types, including beachcombing, folk costumes, fruit picking, feeding animals, hiking, fishing, handicrafts, and horseback riding.
The popularity of "beachcombing" is particularly evident in coastal areas like Weihai, Qinhuangdao, Dalian, Huizhou, Yantai, Yingkou, Rizhao, where “beachcombing + staying in specialty homestays" is becoming a new vacation format.
Meituan data shows that since July, the overall search popularity of the keyword "study tour" has increased by nearly 46% month-on-month, and the search popularity of "study tour summer camp" has increased by 148% month-on-month. Shanghai, Beijing, Hangzhou, Nanjing, and Chengdu are the top five cities in terms of search popularity nationwide.
Among them, museums and historical and cultural scenic spots are the absolute main force of study tours. The top 10 popular study tour attractions during the summer vacation include the Palace Museum, the National Museum of China, the Emperor Qinshihuang's Mausoleum Site Museum (Terracotta Warriors), Qingdao Beer Museum, Jinci Museum, Yinxu Museum, Xi'an Museum, Shanghai Natural History Museum, Tianjin Museum, and Nanjing Museum.
On July 27th, the "Jingdezhen Handmade Porcelain Industry Heritage" was successfully inscribed on the UNESCO World Heritage List, making experiencing ceramic firing in Jingdezhen a popular summer vacation choice for many young people.
Meituan data shows that in July, bookings for cultural tourism in Jingdezhen increased by 17% year-on-year, with tourists from outside the province mainly coming from Wuhan, Hangzhou, Shanghai, Nanjing, and Shenzhen. Searches for "Jingdezhen DIY Pottery Experience" increased by 31% year-on-year, and searches for "Jingdezhen Hotels" increased nearly fivefold year-on-year.
