CBN Friday Special丨Camping and museum tours: The new chic in China's holiday tourism market

hort-distance leisure camping. With summer around the corner, China’s camping market is expecting a boom.

S: I agree. The other day while I was shopping for camping gears on one of China’s biggest e-commerce giants JD.com, I was surprised to find that some of the sleeping bags and tents of a couple of outdoors equipment brands had already run out of stock. You know, the so-called post-80s and 90s account for nearly 90 percent of the consumption related to camping. So Ran, as a member of the younger generation, which type of camping do you prefer?

R: Hmm, I don’t know, there’re so many great choices I want to try. But if I had to choose one, I probably want to camp under the stars or in a forest, and, of course, with delicious food. Nowadays, many campsites even provide barbecue and coffee. And Stephanie, I recommend you to visit some campsites that are close to parent-children parks or children’s playing facilities. For example, the AMPM Campsite at Tianlu Lake Forest Park in Guangzhou has many amenities such as coffee shops, children playgrounds and fishing spots. I believe you will have a great time there with your family.

S: Thanks! That’s sounds wonderful, I’ll definitely go check it out. But I don’t know if you’ve checked the weather forecast... Unfortunately, there’s big chance that it’ll rain during the Dragon Boat Festival. So actually, I’ve decided to visit the Guangdong Museum with my family, trying to stay indoors and avoid getting wet.

R: What? Oh no...

S: Come on, visiting museums is another good choice! Have you watched the documentary named “Masters in The Forbidden City”, which shows the collections and antiques in the Palace Museum? Or the Poetic Dance named “The Journey of a Legendary Landscape Painting”, which demonstrates the story of a painting in the Song Dynasty? These are two very good examples of works featuring Chinese history and culture, which attract many people to visit museums and learn about them.

Last month when I was browsing through travel platform Ctrip, I saw several people sharing their experiences visiting different museums. And according to the platform, tickets booked for local museums in the Labour Day Holiday increased by 260 percent compared with the Qingming Holiday this year.

R: Well, I suppose there’s one more thing in common for camping and visiting museums: they are both popular among young people. Data shows that more than 70 percent of museum visitors are born in the 1980s and 1990s. And visitors of Gen-Z, or people who were born between 1995 and 2009, account for nearly 25 percent of the total. As a result, museums are also going through changes to meet the needs of the public, especially the younger generation. For example, museums start to pay attention to the designs and developments of their cultural and creative products.

S: That’s right. Museums in China are incorporating their precious collections into artistic designs to develop unique cultural and creative products catering to young people. For example, with the popularity of blind boxes, museums including Guangdong Museum and Henan Museum have rolled out archaeological blind boxes. They creatively integrated the blind box concept with cultural relics, and hid "miniature cultural relics" such as bronze and china in the soil. It requires buyers to use a Luoyang shovel to dig their archaeological blind box and a brush to sweep away the dirt. Finally, buyers will harvest a relic like a piece of bronze-ware from the Shang Dynasty.

R: It’s both fun and educational! And I know that last week Guangdong Museum has released a series of underwater archaeological blind boxes just a few blocks away. I think I’ll go get one and experience the joys of digging up cultural relics as an archeologist!

S: For kids, being able to be a part of the “archaeological discovery” will bring them not just a fun experience, but also a good opportunity to cultivate their interest in the Chinese history and culture.

R: Right. In order to attract the younger generation, museums are also making their products to be more bourgeois like lipsticks, more practical like laptop bags, and tastier like snacks. For example, the Palace Museum lipsticks has become a much sought-after item as their packages are decorated with beautiful motifs from the attire worn by the historical residents of the Forbidden City. And last year, the Sanxingdui Museum rolled out two ice popsicles shaped like the bronze face masks excavated from the site, with the flavor of "bronze" matcha and "excavation" chocolate.

S: Apart from delivering more creative products, museums are also following the trend of digitalisation by live-streaming the exhibitions. Like in 2020, the Palace Museum hosted a two-day online live-streaming tour with online travel agency Tuniu, which enabled netizens to visit key sites of the Forbidden City at home, guided by experienced tour guides as they explained the historical relics on live shows.

R: Wonderful! It will be so great to visit museums in other cities online, especially when going on long-distance travel has become harder during the pandemic. With more creativity and convenience, museums are providing visitors with better experience and more ways to gain knowledge of historical relics. On the other hand, young people's demand for personalised and immersive experiences has encouraged museums to constantly upgrade their technology and service.

S: And for the tour guides who are forced to leave their jobs as group travelling has gone on a long halt due to the ongoing pandemic, live-streaming services of museums have offered them chance to do their old jobs in a new way.

In 2020, the Ministry of Culture and Tourism released a document that required local governments to support jobless tour guides by carrying out free online training to help improve their professional skills. For example, a tour guide can learn and become a travel blogger on social media. And for travel agencies, they may also get inspiration from the trend of visiting museums to update their products. For example, integrating cultural and museum trips into traditional tourist routes sounds like a good idea.

R: Oh, I’m getting more and more excited about the coming holiday. Hey Stephanie, would you recommend me some exhibitions for the holiday?

S: My pleasure! So what kind of exhibitions do you prefer ……

端午休息日临近，你再来去哪儿玩到了吗？是野营野餐、室内运动、赏月骑行，还是本地展览馆一日遨游？

上周五一小长假，“野营”是各大社交平台上最热门的网易之一。同程观光旅遨游数据集看成，2022年“五一”休息日，“野营”相关观光旅遨游抓取短时间内环比下跌117%。在野营储蓄个体中，90后身为普通用户和80后趣味青年人成有别于力，占有比近9成。小红书数据集看成，上周“五一”长期，小红这段话野营相关抓取量年底增长746%，相关野营所写已超过370万篇。而从市场竞争覆盖面来看，据艾媒审核研究报告看成，2014年到2021年，国内野营过夜市场竞争覆盖面从77.1亿元飙升至299亿元，出生率18.5%。鼠疫基本控制后，预定2022年人均达到18.6%，市场竞争覆盖面达到354.6亿元。

迄今为止，野营从业者革原先特征显著。身为景点个体众所周知要野营，更为想要玩到成好似。身为一代更为多可能会选项野营+烧烤、野营+咖啡的搭配Mode，“野营+”各种花式搭配颇受欢迎。而对有女儿的父母个体而言，野营+趣味的野营搭配则是他们考量的第一要素。他们可能会考量野营过夜区内没用相关的趣味设施，有的还可能会选项野营+客人，甚至野营+室内远足的玩到法。

在鼠疫每一次取材下，无法远行的人们开始把野营作为一种更进一步生活方式。在京东上多家室内知名品牌的外坐垫或马厩甚至都卖断了货。有科学家指成，受鼠疫假定和管控考量的直接影响，在多地“非必要不开省”的倡议下，人们成行可选范围和时长仅限于，成行半径逐渐拉长。长程、少切换的本地浅层遨游和效益遨游是主流急遽。以更有室内风光为架构的野营正踏入景点休闲的原先旅游者。

与此同时，“文博遨游”也越来越踏入岛民成遨游的优选。

近年，从《我在故宫讫古建筑》到《只此青绿》，文博成分在荧幕上的显现出，让历史文本土化景观更为愈发鲜活。这不仅唤醒了人们对展览馆和在历史上历史文本土化的天份，也让文博遨游真正“雨”了紧紧。

携程数据集看成，上周1-5月初，展览馆展览馆四支在国内最受欢迎景区第四位，每10个从携程订位景区入场费的景点中，就有1个预共约了展览馆。景点不仅真心逛展览馆，同时也真心交友见闻。携程小区数据集看成，2022年年底展览馆相关所写使用量年底增加共约80%。

在文博遨游中，身为一代始终是储蓄个体的预备队。数据集看成，文博遨游的普通用户年龄主要以80、90后有别于。上周年底通过携程订位展览馆的普通用户，80后占有比达42%，90后占有比29%。此外，年底“Z的时代”订位展览馆订单的占有比达到25%。由此可见，随着身为一代对中国有别于历史文本土化的认同自觉急剧适配，以展览馆为代表的历史文本土化类景点在身为旅行者中的短时间内与日俱增。

普通用户的革原先也给展览馆造就更进一步挑战，陈列古建筑、展品已不足以符合当下身为一代的需要，如何创原先、增加互动性踏入展览馆延续“短时间内”迫切需要解决的情况。

“网红”陕西博物院的革原先梯度颇值得一说。近年，陕西博物院接连上架了以考古学和古建筑讫缮有别于题的第四部盲盒。只要戴上白手套、拿起洛阳拐和黏贴，每个人都能踏入“考古学官”。以时下流行的盲盒为切入点，广东省展览馆也在“5·18国际性展览馆日”协办“广东展览馆历史文本土化创意产品线展”，首次展成“水下考古学盲盒”等一批原先协力开发的原以苹果。

不少学生表示，展览馆上架“脑洞大开”的原以盲盒，定性了他们对展览馆纪念品的“在生活中印象”。以古建筑讫缮盲盒为例，女儿和学生协力参与挖土、寻宝等一第四部“仿真”考古学现实生活，既能加强趣味间的互动，又能培养女儿对在历史上历史文本土化的天份。

特别是在展览馆盲盒、故宫博物院睫毛、三星堆雪糕、环保袋等原以产品线频登热侦，展览馆们开始努力探索，全面性创设与潜在普罗大众间的强连结。

近几年，展览馆的概述Mode赶上“阳潮流”，触发了录播原先“复本”。鼠疫长期，故宫博物院在“阳端”媒体平台上协办了月份两天的网络服务录播之旅，人们足不开户就可以跟随录播带进故宫；而途牛的“随往北平”影片号则率先将展览馆浅层概述作为室内景点录播的重中之重，线上影迷跟随途牛“金牌得主背包客”的画面和概述，就能身临其境，“阳”更有一场场历史文本土化盛会。

身为一代对人性本土化、自觉官自觉的需要，有鉴于此展览馆从技术开发到服务急剧递归适配。越来越多展览馆立足于全更进一步技术开发，探索原先方式增加人性本土化、沉浸式的自觉官，活本土化在历史上，很远馆藏古建筑与人们生活的距离。

而展览馆的雨爆，也可能会给观光旅遨游业及其从业者造就更为多发展机可能会。

随着文博海洋资源的浅层本土化、精细本土化协力开发，“文博+展览”“文博+幕前”“文博+研学”等趣味主题的独创本土化文博遨游产品线如雨后春笋般涌现。相当多旅行团在产品线协力开发其设计方面获得启发，将文博成分浅层展现到有别于观光旅遨游该线中，全面性倡议观光旅遨游产品线递归适配。

鼠疫之下，对于面临“就业在此之前”的背包客个体而言，展览馆录播让他们看到了更进一步契机。2020年，历史文本土化和观光旅遨游部下发《关于努力应付鼠疫直接影响保持背包客一队稳定相关工作事宜的通知》，要求各地指导支持旅行团开展形式多样的线上免费志愿，努力背包客提升从业者素养。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI, ZHANG Ran, XIE Kaishan

Sound Editor: ZHANG Ran, XIE Kaishan

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Co-produced by 21st Century Business Herald Dept. of Overseas News Bell SFC Audio/Video Dept.

Presented by SFC

编委: 于晓娜

精心策划、编辑：李艳霞

广播：李莹亮

写稿：李莹亮、张然、谢凯珊

音频摄制：张然 、谢凯珊

其设计：郑文静、廖苑娜

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