The popularity of ancient town tours soared: the number of bookings for related products increased by more than 50% year-on-year, and young tourists became the main force
With the arrival of the summer tourism peak season, ancient town tours have become one of the most popular tourism trends recently. According to data from major tourism platforms, the number of bookings for ancient towns and related products nationwide in the past 10 days increased significantly year-on-year compared with last year, among which young tourists accounted for more than 60%, becoming the core force driving this trend.
1. Pivot of the popularity data of ancient town tours
| Data dimensions | The same period in 2023 | Recent 2024 | Year-on-year growth |
|---|---|---|---|
| Ancient Town Ticket Booking | 1.2 million pictures | 1.9 million pictures | 58.3% |
| Orders for Ancient Town B&Bs | 850,000 nights | 1.35 million nights | 58.8% |
| Ancient town tour products | 450,000 people | 720,000 people | 60% |
| The proportion of tourists aged 18-35 | 48% | 63% | 15 percentage points |
2. Ranking of popular ancient town destinations
From the perspective of destination, the ancient town with both cultural heritage and internet celebrity attributes is the most popular among tourists. Here are the top 5 ancient towns with bookings in the near future:
| Ranking | Ancient town name | location | Booking volume increase | Featured Tags |
|---|---|---|---|---|
| 1 | Wuzhen | Jiaxing, Zhejiang | 65% | The permanent site of the World Internet Conference |
| 2 | Zhouzhuang | Suzhou, Jiangsu | 62% | Representative of Jiangnan Water Town |
| 3 | Phoenix Ancient City | Hunan Xiangxi | 70% | Ethnic minority customs |
| 4 | Lijiang Ancient City | Lijiang, Yunnan | 55% | World Cultural Heritage |
| 5 | Nanxun Ancient Town | Huzhou, Zhejiang | 80% | Free ticket policy |
3. Why do young people prefer traveling to ancient towns?
Through user surveys, there are three main reasons why young tourists choose ancient towns:
1.The demand for cultural experience increases: The post-00s tourists have participated in cultural projects such as intangible cultural heritage handmade and Hanfu experience, which is far beyond other age groups;
2.Social Media Driver: The exposure of content on "Ancient Town Check-in" on platforms such as Douyin and Xiaohongshu increased by 320% year-on-year, among which "Ancient Town Night View" and "Water Market" have become popular labels;
3.Cost-performance advantage: Compared with popular city attractions, the per capita consumption of tourists in ancient towns is 15-20%, and it is easier to get an immersive experience.
4. Industry trend forecast
Industry experts analyzed that ancient town tourism is showing three new trends:
1.Product upgrade: The booking volume of innovative gameplay such as ancient town + script killing, ancient town + camping increased by 200% month-on-month;
2.Time extension: The proportion of night travel products revenue increased from 25% last year to 40%;
3.Technology empowerment: The coverage rate of technology applications such as AR guides, digital collections, etc. reaches 60%.
It is predicted that as the Mid-Autumn Festival and National Day holiday approaches, the popularity of tourism in ancient towns will continue to rise, and tourists are advised to book related products 3-4 weeks in advance. The scenic spot also stated that it will increase the frequency of traditional cultural exhibitions and optimize supporting services such as smart parking to cope with peak passenger flow.
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