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Twelve subcategories of "New Tourism" in 2024, each capturing consumer trends

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2024-10-06

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As a crucial engine for stimulating consumption and driving economic growth, the tourism industry's development direction is determined by consumer trends. Significant changes have occurred on both the demand and supply sides of the tourism market, with new products, new formats, new growth trajectories, and shifts in market and industry momentum. The rise of new forces in tourism has led Lvwei Tourism to define this aspect of consumption leadership as "new tourism," categorizing it into twelve sub-categories.

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Editor-in-Chief | Yang Ming

Editor | Jing Xiangyuan

Source | Lvwei Tourism

Tourism + Performances

Tourism performances have become a core force in the integrated development of culture and tourism. Influenced by tourism products centered around tourism performances, the integrated development of culture and tourism has entered a new stage, with tourism performances becoming an important component of this integration.

During Mayday's Beijing concert in May 2023, the city's hotel bookings increased by approximately 300% compared to the same period in 2019.
Jay Chou's 2023 Carnival World Tour concert in Hohhot attracted 184,000 attendees.

A new characteristic of tourism performances is "traveling with performances." Especially after the Ministry of Culture and Tourism launched forty excellent tourism performances, these performances have driven diverse consumption in catering, commerce, hotels, and transportation, ultimately becoming a core force in enhancing a city's brand image and cultural soft power.

A surge in large-scale music concerts and performances showcases a new trend of cross-city attendance.
Tourism performances and immersive theater shows have become new holiday consumption hotspots, with daily performances and attendance also increasing.
Small theaters and new performance spaces are emerging, with clear cross-border characteristics such as "performance + cultural and creative," "performance + coffee," and "performance + bar."

Tourism performances encompass large-scale immersive real-scene performances and light shows, as well as excellent theater performances, flash performances, music festivals, and small-scale micro-performances (such as tumbler shows, iron flower shows, and stand-up interactive performances), which have become popular attractions in many tourist destinations.

Tourism + Night Economy

Lvwei Tourism proposes eight aspects of "night": night tours, night stays, night dining, night shows, night entertainment, night shopping, night viewing, and night camping. Night constitutes a diverse consumption model.

Night-time consumption has become a new growth point in the tourism sector for scenic areas, cities, and destinations. According to the Ministry of Commerce's survey on urban residents' consumption habits, 60% of residents' consumption occurs at night, with post-95s young people being the main force behind the night economy.

Examples: Xi'an's Datang Everbright City pedestrian street, Guangxi's Beihai Old Town night tour route, Tianjin's night tour of the Haihe River – waterway route, Shanghai's night tour of the Huangpu River, Yichang Transportation's night tour of the Yangtze River, and Wuxi Lingshan Town Nanhua Bay night lighting.

Tourism + Photography and Videography

The Miao girls of Fenghuang Ancient Town, the exotic princesses of Dunhuang, the Shanxi merchants' wives of Pingyao Ancient City, the Xupu hairpin girls of Quanzhou, the Dai ethnic style of Xishuangbanna, the Tsarist princesses of Harbin… characteristic costumes paired with corresponding makeup and styling, "transforming" and checking in at locations with strong regional atmosphere. This immersive travel experience is full of fun and is particularly popular among young tourists. "Travel photography" has become a separate market in the tourism industry, and this market is gradually expanding.

Travel photography agencies mainly have three types: professional travel photography agencies, local photography agencies, and freelance photographers. With the rapid development of the internet, most travel photography businesses now use WeChat subscription accounts and Moments to attract followers to their public accounts, thus achieving conversion and acquiring customer resources.

Due to the low barriers to entry in the travel photography industry, there are many businesses, but most are small and medium-sized enterprises. Currently, the travel photography industry suffers from serious product homogeneity, with mutual plagiarism and a lack of personalized and innovative products. At the same time, the industry's concentration is low, presenting a market landscape of intense competition.

Tourism + Technology

Technology empowers the high-quality development of cultural tourism, using digital technology as a core production factor to promote deep integration of culture and tourism through new scene development, new format creation, new product research and development, and new technology applications.

Various new technologies such as AR/VR, holographic projection, and digital virtual humans are continuously maturing and gradually being applied to tourism scenarios. Cultural and tourism integration zones should also deepen technological penetration, promote the digitalization of culture and tourism, provide strong impetus for high-quality implementation and improvement, and become an important engine for improving China's economic development efficiency under the background of "dual circulation."

Expanding new scenarios: With the widespread application of 5G, VR, AI, and other digital technologies, digital tourism scenarios are constantly innovating and developing. Tourism consumption space extends from traditional spaces to innovative, experiential, virtual, and temporary spaces, and cultural dissemination and services exhibit multi-channel and multi-terminal characteristics. Promoting and expanding the application scope and scenarios of digital technology in the cultural tourism industry helps improve tourists' overall travel experience and the digital level of cultural and tourism public spaces, providing tourists and users with information inquiry, preview, and experience services.

Creating new formats: The application of digital technology in the tourism industry helps expand industry boundaries, giving rise to new formats and providing new impetus for tourism development. For example, the combination of virtual reality and online visits and tours creates new formats such as cloud tourism, cloud exhibitions, and immersive restaurants. Online cloud tour functions are also important means of tourism marketing, with consumption experiences simultaneously driving the promotion of tourism projects. Providing comprehensive cloud tours and interactive services based on digital technology has also become a direction for business startups and innovation, thereby driving the development of local digital cultural tourism industries.

Developing new products: Digital technology empowers cultural tourism, helping to promote the innovation and upgrading of existing cultural tourism products and services, enriching the content of product and service supply, optimizing the structure of cultural tourism supply, and improving the quality of tourist experience. For example, theme parks, based on existing mechanical amusement facilities, combine digital technology to develop immersive experience products, becoming popular tourist attractions. Tourism performance projects, based on existing cultural creativity and cultural content presentation, can comprehensively enhance the immersive experience of tourists by incorporating virtual reality, holographic projection, and augmented reality technologies. Cultural and museum venues can use virtual reality, augmented reality, and perceptual interaction technologies to enrich the offline experience content and improve the quality of tourist experience.

New technology transformation: rendering processing, perceptual interaction, and naked-eye 3D, among other key sub-field technologies, combined with other digital information technologies, will promote the digital transformation of cultural heritage and the development of digital cultural resource products. This will play a positive role in achieving sustainable utilization of cultural heritage, enriching the supply of digital tourism products, and providing tourists with more immersive tourism experience scenarios.

Tourism + Film and Television

"Film and Television + Culture and Tourism" has become an important force in empowering destination cultural brands and boosting tourism consumption. In recent years, there have been countless cases of hit TV dramas boosting the popularity of scenic spots. Some places first appeared in the lens of film and television works, and later became the "poetry and distance" that people yearn for.

In 2015, the second season of the variety show "Twelve Flavors" boosted the popularity of Huzhou Nanxun Ancient Town.
The 2019 broadcast of "The Untamed" led to a surge in visits to Guizhou during the National Day holiday.
In the summer of 2020, the popularity of "The Bad Kids" boosted the popularity of Zhanjiang, Guangdong.
The 2020 hit drama "The Longest Day in Chang'an" boosted the popularity of Xi'an's cultural tourism.
In 2022, the tourism popularity of Tonglu, the habitat of the second season of "A Day to Remember", increased by 119% after the show aired.
After the finale of the hit 2023 drama "The Knockout", "Checking in at the filming locations of "The Knockout" in Jiangmen, Guangdong" ranked among the top three on Weibo's tourism hot searches.
In 2023, "Love the Way You Are" made Yunnan, which has always been a popular travel destination, even more popular, with related topics sweeping social media platforms.

Tourist destinations should participate in the entire production process of film and television programs, from advance planning, scene design, and time-period shooting in the planning and shooting stages to precise implantation, suspense marketing, and pre-sale promotion in the publicity and broadcasting stages, and post-broadcast tourism route packaging and derivative business entry. The transformation of film and television base shooting locations, travel photography services at popular check-in points, and immersive script-based tourism design have become important aspects of the film and television tourism industry.

Tourism + Creative Industry

The creative industry, also known as the creative industries, refers to enterprises that derive their development momentum from individual creativity, skills, and talent, and activities that can create potential wealth and job opportunities through the development of intellectual property rights. The creative economy, also known as the creative industry, innovation economy, creative industry, and creative industries, refers to enterprises that derive their development momentum from individual creativity, skills, and talent, and activities that can create potential wealth and job opportunities through the development of intellectual property rights. It typically includes advertising, architectural art, the art and antiques market, handicrafts, and so on.

Creativity provides a source of innovation for the development of culture and tourism, and also adds countless possibilities to culture and tourism products.

After the concept of cultural and tourism integration was put forward, "cultural and creative" products became the most powerful tool for integration. Because of the value upgrade brought about by the packaging of "cultural and creative", it has become a very popular concept. Cultural and creative ice cream, cultural and creative lipstick, cultural and creative stationery... Are these products with cultural labels really "cultural and creative"? The pain points of cultural and creative design include a lack of cultural significance in follow-the-trend plagiarism, a lack of profitability and sustainability in carefully designed cultural and creative products, and a lack of creativity in cultural and creative products.

Based on years of experience in the design, development, and operation of tourism destinations, Lvwei Culture and Tourism believes that cultural and creative design should be a systematic project, not the design of a single product, but a systematic project centered around the core IP; it should be born from the IP and nurtured by the "core attraction", producing not only cultural and creative products, but also more peripheral products, rather than creating something out of nothing. Viable cultural and creative products should follow the design concept of "five in one": location, theme, design, market, and brand.

Tourism + Games

Using emerging carriers such as games to disseminate traditional culture and conduct cross-border marketing in tourism is a new approach to promoting the creative transformation and innovative development of excellent traditional Chinese culture, and it has also brought more industrial upgrades and new development paths to the tourism industry. Due to its strong cultural attributes, economic benefits, and user influence, game IPs are no longer limited to the game field, but also permeate their cultural content into more cultural fields, resulting in many new business formats such as games + film and television, games + animation, games + scenic spots, e-sports hotels, and games + script killing. The convergence and development context is becoming increasingly clear.

Bringing the fun of games into the cultural and tourism industry and showcasing the profoundness of traditional culture to game players is the charm of the combination of games and cultural tourism, and it also brings more business opportunities.

Chinese consumers with upgraded consumption levels are shifting from traditional sightseeing tours to experiential tours. The "games + tourism" operation model breaks away from traditional sightseeing tours in scenic areas, integrates natural scenery and traditional culture into games, develops characteristic game-themed tourism routes, and creates immersive scene-based popular check-in locations, which are extremely attractive to young Chinese consumers.

Tourism + Cultural Relics

The Central Committee of the Communist Party of China and the State Council have continuously issued policy documents to strengthen the protection and utilization of cultural relics and promote the reform and development of museums.

The 2023 Government Work Report pointed out: "Carry forward and inherit excellent traditional Chinese culture and strengthen the protection and inheritance of cultural relics and cultural heritage."
In February 2023, the Ministry of Culture and Tourism issued the "Notice on Promoting the Deep Integration of Intangible Cultural Heritage and Tourism".
In May 2023, the State Administration of Cultural Heritage, the Ministry of Culture and Tourism, and the National Development and Reform Commission issued the "Notice on Carrying Out the Construction of Chinese Cultural Relics Themed Trails". It stipulates that immovable cultural relics managed by cultural and tourism and cultural relics departments at all levels should actively plan to be included in cultural relics themed trails, gradually achieving "opening as much as possible".
In July 2023, the Office of the Ministry of Culture and Tourism and the Office of the State Administration of Cultural Heritage issued the "Notice on Evaluating the Effectiveness of Pilot Projects for the Development of Cultural and Creative Products by Cultural and Relics Units".
In September 2023, the "Several Measures to Unleash Tourism Consumption Potential and Promote High-Quality Development of the Tourism Industry" mentioned the construction of Chinese cultural relics themed trails and the promotion of "Reading Ten Thousand Books and Traveling Ten Thousand Miles" cultural themed tourism activities.

Local cultural and tourism systems have also taken multiple measures to promote the protection and utilization of cultural relics. Heilongjiang, following the approach of "discovering well, protecting well, researching well, and displaying well", takes systematic protection as its primary task and vigorously implements cultural relic protection projects; it has issued the "Five-Year Plan for the Development of Cultural Relic Affairs in the Province", the "Implementation Plan for Bringing Cultural Relics to Life", and the "Opinions on Promoting the Reform and Development of Museums", and has carried out province-wide cultural relic surveys, identification of provincial-level cultural relic protection units, application for national key cultural relic protection units, and delineation of protection ranges and construction control zones for city and county-level cultural relic protection units.

Travel through history, experience history, participate in history, and turn it into time-travel tourism. Under the integration of culture and tourism, museums and cultural relics have become new favorites in tourism. Promoting the digital collection and display of cultural heritage, the "cloud" has built a new highland for cultural exchange.

Examples: Shanxi's first cultural tourism fantasy series of short videos "Soul Journey," Xi'an's "Bringing Cultural Relics to Life" 2023 Xi'an Adult Humanities and Archaeology Orienteering Competition, and "Digital Dunhuang."

Tourism + Education

Research and study tours are very attractive to parent-child groups and student groups.

Behind the popularity of research and study tours is the concentrated release of market demand for research and study, and it is also an inevitable result under the general background of the integration of culture and tourism. Since the merger of the National Tourism Administration and the Ministry of Culture into the Ministry of Culture and Tourism in 2018, the topic of cultural and tourism integration has received double the attention.

As a model of cultural and tourism integration, research and study tours almost seamlessly integrate culture and tourism to the extreme. Cultural confidence begins with children, and they perceive Chinese culture through travel. The silent immersion of research and study tours allows cultural confidence to grow silently in the hearts of children, like the seedlings of this spring.

Relevant experts believe that: The core of research and study tourism is the future of the motherland. Letting them understand scenic spots, industrial innovation, and historical civilization is the most worthwhile investment. By focusing on the future of the motherland, we can grasp the future of the enterprise.

Enterprises should seize the opportunity to further explore their own themes, use the thinking of theme development to create enterprise-themed research and study tourism projects, integrate more experiential interactions, and let the future of the motherland remember the highlights of the enterprise. In this way, a seed of the enterprise can be planted in their hearts, and with careful care, it is expected to grow into a towering tree, eventually becoming a good place for the enterprise to rest.

Culture and Tourism + Sports

Currently, the integration of culture, sports, and tourism is showing an unprecedentedly active trend and has become an important factor influencing the future of the cultural tourism industry and regional development. Major sporting events and competitions also contribute to the construction of landscape environments and public service facilities for whole-region tourism. In this process, the integration of culture, sports, and tourism has also been given a more solid development guarantee.

Promoting the deep integration of culture, sports, and tourism is an important exploration and practice in promoting new formats and new consumption. For " + sports" development projects in cultural tourism development, such as dragon boat races, snow sports, marathons, and water sports, social forces are attracted to participate through sports events, attracting tourists with sports as the main line, and driving the development of related industries such as local transportation, tourism, catering, and accommodation. "Going to a city for a sport," the culture, sports, and tourism industry is becoming a happy industry that improves the quality of life of the people and has become one of the new trends in tourism consumption, showing a new vitality in immersive cultural tourism.

Culture and Tourism + Health and Wellness

With the prevalence of "involution" culture, the pace of life, work, and study is becoming increasingly tense. People under high pressure hope to achieve complete physical and mental relaxation during their rest time. Therefore, services and products that relieve stress and anxiety have emerged, and the healing economy has become a solution to address the increasing psychological pressure and anxiety in modern life, helping people seek solace and relaxation.

Healing tourism emphasizes emotional experience, not just physical movement. In the cultural tourism market, healing tourism, as an emerging trend, is reshaping the travel experience of young people. From the special forces-style tourism that emerged among college students, to young people's preference for temple tours, to village BA and village super leagues, and to the popularity of Kaifeng Wang Po's matchmaking activities, the core behind these phenomena is "healing value." Therefore, how to create healing value in cultural tourism projects has become crucial. Tourism models that prioritize healing are becoming a new hotspot.

Culture and Tourism + IP

In recent years, Generation Z has taken the lead, ushering in consumption upgrades and changes in consumer subjects. Under the ever-changing new consumption wave, brands are gradually breaking down circle culture, presenting a new visual and new vitality. Many brands are keen to use cross-border marketing to seek strong brand synergy to achieve a marketing effect of 1+1>2, bringing "everything can be co-branded" to the extreme.

Culture and tourism + animation IP, city IP, rural IP, brand IP, etc., can be used for joint promotions or joint activities and festivals. It should be noted that culture and creativity are always the soul of IP. In the face of a huge consumer market, how to make co-branded brands complement each other and achieve a win-win situation is a question that every brand deserves to ponder.

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