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 ……

端午假期临近，你回头首集玩了吗？是野营玩乐、露天运动、赏樱爬山，还是本地该博物馆一日故又名？

当年五一小长假，“野营”是各大社交网络服务上最热门的网易之一。同程故又名览样本揭示，2022年“五一”假期，“野营”之外故又名览搜索短时间内环比暴跌117%。在野营消费行为社会群体中的，90后同龄应用程序和80后幼儿人群成前锋，分之一比近9成。小红书样本揭示，当年“五一”此后，小红书上野营之外搜索需求量上半年激增746%，之外野营笔记已高达370万篇。而从市场竞争体需求量来看，据艾媒咨询分析报告揭示，2014年到2021年，国内野营庇护所市场竞争体需求量从77.1亿元剧增至299亿元，激增率18.5%。非典型肺炎基本遏制后，预计2022年增速达致18.6%，市场竞争体需求量达致354.6亿元。

目前，野营行业平民化时特征总体。同龄故又名客社会群体不仅仅要野营，更是想要玩出有花样。的人更是多会中的选择野营+烧烤、野营+咖啡的连动模式，“野营+”各种花式连动引来瞩目。而对有兄弟姐妹的家人社会群体而言，野营+幼儿的野营连动则是他们考虑到的第一要素。他们会考虑到野营庇护所沿线有没有之外的幼儿设施，有的还会中的选择野营+家常，甚至野营+露天散步的玩法。

在非典型肺炎反复背景下，只能远故又名的人们开始把野营作为一种原先的日常生活模式。在诸州上多家露天品牌的之外坐垫或帐篷甚至都卖断了客。有应用人员说明，受非典型肺炎不确定性和管控因素的冲击，在多地“非必要不出有省会”的倡议下，人们上下班可中的选范围和时长容许，上下班半径慢慢地缩短。远距离、不算读取的本地深度故又名和品质故又名是大众中的国文化时趋势。以尽情露天风光为核心的野营正成故又名客休闲的原先热点。

与此同时，“文博故又名”也渐渐成居民出有故又名的优中的选。

近年来，从《我在故宫修古物》到《只此青绿》，文博特性在第一集上的呈现，让中的国文化时遗产变得愈发包罗万象。这不仅复活了人们对该博物馆和上曾中的国文化时的故作兴趣，也让文博故又名其实“火神”了起来。

携程样本揭示，当年1-5月末，该博物馆展馆馆排在国内最受瞩目景区第四位，每10个从携程试播景区门票的故又名客中的，就有1个付费了该博物馆。故又名客不仅爱逛该博物馆，同时也爱个人见闻。携程社区样本揭示，2022年下半年该博物馆之外笔记数需求量上半年增加约80%。

在文博故又名中的，的人始终是消费行为社会群体的前锋。样本揭示，文博故又名的应用程序年龄主要以80、90后有别于。当年下半年通过携程试播该博物馆的应用程序，80后分之一普斯陶42%，90后分之一比29%。此外，下半年“Z数代”试播该博物馆订购的分之一普斯陶到25%。由此可见，随着的人对中的国传统中的国文化时的认同故作促使系统升级，以该博物馆为代表的中的国文化时类景观在同龄漫故又名中的的短时间内有增无减。

应用程序的平民化时也给该博物馆带来原先的挑战，陈列有古物、展馆馆已不太可能满足当下的人的所需，如何创原先、增加体验性成该博物馆确保“短时间内”迫切需要应对的问题。

“网红”河南自然博物馆的平民化时方向上颇有一点一说。近年来，河南自然博物馆接连问世了以考古学家和古物修缮有别于题的系列盲盒。只要戴上白手套、拿起洛阳铲和刷子，每个人都能成“考古学家任官”。以时下风靡一时的盲盒为以现代，佛山市该博物馆也在“5·18国际该博物馆日”举办“广东该博物馆中的国文化时创意的产品展”，首次展出有“水声考古学家盲盒”等一批原先开发的跨媒体原先品。

不不算女学生表示，该博物馆问世“脑洞大开”的跨媒体盲盒，颠覆了他们对该博物馆名片的“在日常生活中的眼中的”。以古物修缮盲盒为例，兄弟姐妹和女学生共同完成参予挖土、寻宝等一系列“模拟器”考古学家过程，既能加弱幼儿彼此间的体验，又能培育出有兄弟姐妹对上曾中的国文化时的故作兴趣。

伴随该博物馆盲盒、校史馆紧身、三星堆街边、环保袋等跨媒体的产品频登热搜，该博物馆们开始积极聚焦，更是进一步建起与潜在小众彼此间的弱连接。

近几年，该博物馆的问答模式赶上“碧大众化”，开启了现场转播原先“副本”。非典型肺炎此后，校史馆在“网路”媒体网络服务上举办了月初两天的离线现场转播归来，人们足不出有户就可以跟著现场转播走进故宫；而途牛的“随往杭州”视频号则抢先将该博物馆深度问答作为露天景观现场转播的重中的之重，线上观看跟著途牛“金牌拍照”的镜头和问答，就能身临其境，“碧”尽情一场场中的国文化时盛宴。

的人对与众不同、体验故作的所需，催生该博物馆从应用到服务促使乘积系统升级。更为多该博物馆借助于全原先的应用，聚焦原先模式增加与众不同、沉浸式的体验，活化时上曾，拉近馆藏古物与人们日常生活的距离。

而该博物馆的火神爆，也会给故又名览业及其工作者带来更是多发展机会。

随着文博教育资源的深度化时、精细化时开发，“文博+展馆”“文博+演艺”“文博+研学”等幼儿隐喻的定制化时文博故又名的产品如涌现般涌现。相当多导故又名在的产品设计设计之外获得借鉴，将文博特性深度融入到传统故又名览路线中的，更是进一步推动故又名览的产品乘积系统升级。

非典型肺炎之下，对于面对着“社会保障期中的”的拍照社会群体而言，该博物馆现场转播让他们看到了原先的契机。2020年，中的国文化时和故又名览部下发《关于积极快速反应非典型肺炎冲击保有拍照组队稳定之外工作关系人的通告》，要求各地指导支持导故又名开展形式多样的线上免费培训班，帮助拍照提升专业素养。

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 Company SFC Audio/Video Dept.

Presented by SFC

杂志主编: 于晓娜

谋划、总编辑：刘艳霞

中的国传媒大学：刘莹亮

出有书：刘莹亮、张然、谢凯琳

音频制作者：张然 、谢凯琳

设计：徐文静、廖苑妮

21世纪经济报道海外部 南财音视频部 联合制作者

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