The upcoming Labor Day “Golden Week” in mainland China has brought about a new economic trend this year, known as the “downward shift in cultural tourism market”. This trend signifies people’s preference for traveling to small cities and lesser-known attractions, where the focus is on immersive experiences rather than mainstream tourist spots. Some predict that this shift could revitalize rural areas, but opinions among mainland Chinese experts vary.
From the popularity of barbecue in Zibo, the rise of ice and snow tourism in Harbin, to the spicy hot pot craze in Tianshui, and the bustling tourism around Wang Po in Kaifeng, cultural tourism hotspots in China have shifted towards smaller cities, indicating a clear downward trend.
As the Labor Day holiday approaches, the mainland tourism market is experiencing a surge in bookings. Data from travel platforms shows that long-distance travel bookings account for over half of the orders during this year’s Labor Day holiday. The performance in the downward tourism market is particularly remarkable.
Wang Jining, who works in Beijing, shared with mainland media that he started planning his Labor Day holiday trip in early April. After careful consideration, he chose a more cost-effective destination for his travels. “I plan to visit Wuyuan, Jiangxi, because it’s a small city with picturesque rural landscapes, historical cultural sites, plenty of Hui-style architecture, and offers authentic local cuisine at affordable prices.”
During the Labor Day holiday, long-distance travel takes the spotlight, with domestic long-distance travel bookings accounting for 56% of the total, and many travelers, like Wang Jining, opting for lesser-known destinations. Cities like Tianshui, Xuzhou, Zibo, Hefei, Nanchang, Diqing, Jingdezhen, Shijiazhuang, Yantai, and Huangshan have seen the fastest growth in hotel bookings for the Labor Day holiday.
Liu Yue, Director of Public Affairs at an online travel platform, mentioned that hotel bookings in small county towns have increased by 68% year-on-year, while ticket bookings for scenic spots have increased by 151% year-on-year.
Moreover, traveling to attend events has become a new trend among young people. Cities holding concerts and music festivals during the Labor Day holiday have witnessed high search volumes on travel platforms. For instance, Taiyuan saw a 105% year-on-year growth in hotel bookings during the Labor Day holiday, with 90% of the guests coming from out of town.
This trend confirms the emergence of the downward shift in the cultural tourism market.
There are varying interpretations of the downward shift in cultural tourism market. One perspective is that “it is due to economic downturn, prompting people to spend wisely.” There is a consensus that the downward shift from large to small cities may eventually reach towns and further promote cultural tourism in rural areas, bringing vitality to these regions. However, the downward shift poses challenges for county towns and rural areas as well.
However, some scholars suggest that authorities should slow down the pace of rural revitalization. This viewpoint comes from Yang Tuan, a sociologist at the Chinese Academy of Social Sciences. In his article “Proper Understanding of Urban-Rural Integration” published on April 22 by the Beijing Daily, Yang Tuan emphasized the importance of well-thought-out planning rather than rushed development to revitalize rural areas. His concern lies in officials seeking rapid economic progress, which could lead to unsatisfactory outcomes. Yang Tuan advocates for the protection of rural agriculture and preservation of cultural heritage.
Yang Tuan is a professor at the School of Sociology and Anthropology at the Chinese Academy of Social Sciences and the Deputy Director of the Social Policy Research Center at the Chinese Academy of Social Sciences.
During a theme lecture at the 6th China Cultural Tourism Industry Annual Conference last year, Zheng Guangqiang, the founder and chairman of Shanghai Allendale Cultural Tourism Group, expressed his views on the challenges of cultural tourism in rural areas. He mentioned, “I think rural cultural tourism is extremely challenging because all customer markets have to be built from scratch.”
According to an article from the Hong Kong Economic Journal, economists argue that only through industry development and marketization can rural areas be truly revitalized. They also warn against the possibility of the downward shift in cultural tourism being a temporary trend.