Go to "Little Jiuzhai in East Zhejiang" to play in the water, cool off in a "cultural style" at the museum, go to the indoor ski resort for "off-season skiing", eat ice cream at the summer night market...

With the arrival of summer vacation, consumption in the cultural tourism market has entered its peak period. According to Meituan data, in the past two weeks, the scale of national cultural tourism consumption has increased by more than 20% month-on-month, with Beijing, Shanghai, Chengdu, Xi'an, Guangzhou, Chongqing, Shenzhen, Hangzhou, Changsha, and Wuhan as the top 10 destinations. "Just go" has become the mainstream travel method, and more users choose "no stockpiling of tickets, instant booking". Users in Beijing, Chengdu, Shanghai, Chongqing, and Guangzhou are the most enthusiastic about traveling.

"Escape from the heat" in all aspects of body, mind, and spirit has become the theme of summer travel. The surrounding small towns are seeking "quietness" and the popularity of going to "cool towns" to experience water activities and "food towns" to taste authentic food is rising; urban "cool tours" have become a new trend, museum "cultural tours" continue to be hot, and indoor sports halls have become a good place; summer night tours are popular, and bars, livehouses, bathing centers, and night market food have ignited the summer night economy.

"Looking for Quietness" in Small Towns Around Popular "Cool Towns" Cultural Tourism Consumption Scale Increases by More than 60%

"It takes only 2 hours to drive from Shanghai to Yixing and dive into the sea of bamboo." "Bamboo sea, forest mountains, tea fields, walking through the Wizard of Oz, there are few tourists and it is quiet. This small town where Su Dongpo wanted to live in seclusion is too suitable for summer vacation." "Hangzhou's natural refrigerator, go to the cool town with a constant temperature of 17° to escape the summer heat." On content platforms such as Dianping, some "treasure cool towns" have become popular destinations for summer tourism.

Meituan data shows that in the past two weeks, the scale of cultural tourism consumption in third-tier and lower cities and county areas across the country has grown rapidly, and the month-on-month growth of popular destinations such as Shengsi, Anji, Tonglu, and Yanji has exceeded 60%. In the Dianping Notes channel, the number of notes and strategies related to "small city tours" has increased by more than 110%, and topics such as "find a small city to travel slowly" and "I spend the summer in a small city" have attracted nearly 100 million authors to participate. Many parent-child families, college students and other groups follow online guides to go to cool small cities to enjoy natural beauty, experience water projects, and cool off in the summer.

Tonglu, Zhejiang, has become one of the popular summer resorts in the summer with the "cool feeling" of forest ancient roads and canyon rafting. On the Meituan platform, the number of summer ticket orders for Tonglu Daqishan National Forest Park ranks among the top five in Zhejiang Province. Dianping's 2024 "Must-Play List" list of entertainment places-Tonglu Chuiyun Tongtian River, has also become a must-visit scenic spot for citizens and tourists to "play in the water in summer".

"It's a three-hour hike in Daqishan. The tree-lined road is very cool. When you reach the top of the mountain, you can see the same jelly lake and cliff waterfall as in Jiuzhaigou." "The Zilongxia rafting is the top rafting in the world. It's 3.8 kilometers long and has special protection at the bends, so it's very safe." On Dianping's notes channel, the number of notes about "summer escapes" such as hiking routes, photo check-ins, and sightseeing routes increased by more than 50% year-on-year, becoming a "cool way to beat the heat when going out" for users.