This summer, driven by graduation trips, parent-child trips, study tours, and sports events, the cultural and tourism market is surging. In order to meet the upgrading needs of consumers from "pan sightseeing" to "refined experience", the service supply of the cultural and tourism market pays more attention to personalization and specialization, with a strong cultural and technological flavor. A number of new scenes and formats that integrate across industries are attracting tourists with unique charm and helping to promote the release of cultural and tourism consumption vitality. Visit the Forbidden City, climb the Great Wall, and visit the Summer Palace in Beijing; Go to Ulanqab, Inner Mongolia to see the volcanic group, admire the beautiful night sky in Alshan, and taste Mongolian morning tea in Hohhot; Experience drifting at the Yedonghe Scenic Area in Huangping, Guizhou, escape the heat and cool in the mines of Wanshan Zhusha Ancient Town in Tongren, and embark on a "Chinese Eye" study tour in Pingtang Astronomy Town... With the arrival of summer, the tourism market is rapidly heating up. Driven by graduation trips, parent-child trips, study tours, and sports events, popular attractions such as scenic spots, museums, and commercial districts are crowded with people. This summer vacation is full of enthusiasm and highlights: the demand side has shifted from "pan sightseeing" to "refined experience", the destination has shifted from clustering in top cities to blooming in all areas, cross-border integration and technological empowerment are parallel in gameplay, and the trend of the cultural and tourism market shifting from scale expansion to quality cultivation is becoming increasingly apparent. The travel demand turns to "refined experience" to taste time-honored roast duck, Zhajiangmian, fermented sour milk made from ground mung bean wow gold and other delicacies, and experience cultural and creative fashion products such as sugar blowing people, making shadow play characters, and lacquer fans... This summer, Ms. Zhang from Hefei, Anhui, took two children to Beijing to play. The journey of Qianmen Street alone made them feel full of experience, calling them "delicious and fun". Summer vacation is coming, and families with children are experiencing a new wave of parent-child travel. Intangible cultural heritage experiences, folk activities, traditional crafts, science popularization activities, etc. have become popular choices. Along with the delivery of college admission notices, graduation trips have also entered a peak period. A social itinerary full of ceremony, such as experiencing the smoke and fire in Chengdu, Sichuan, traveling to Altay, Xinjiang for photography, and visiting Cangshan and Erhai Lake in Dali, Yunnan, leaves beautiful memories for youth. Zhang Xiaofeng, President of Zhejiang Tourism Science Research Institute, stated that whether it is graduation trips for prospective college students or young parents joining the summer parent-child tour army, they are more concerned about diversified experiences such as food, accommodation, transportation, travel, shopping, and entertainment. The reporter learned that in order to meet the personalized needs of young tourists, the vacation route products in the tourism industry are also transforming from standardized mass production to personalized and precise services. Li Xiaomi, a staff member of a travel agency in Beijing, told reporters that compared to previous years, the company's customized travel performance has doubled this summer. Since the beginning of summer vacation, we have received more than 300 customized travel customer orders, which is about three times more than the same period last year. Tourists attach more importance to experiencing local cultural characteristics in depth, rather than sightseeing on horseback, "said Li Xiaomi. Li Xiaomi also found that more overseas tourists were received this year than in previous years. The number of tourists from Singapore and Malaysia this year is about three times higher than in previous years, "Li Xiaomi analyzed. This is due to the continuous release of visa free policy dividends and the increasingly mature domestic tourism market in terms of inbound tourism business. To welcome the peak of summer tourism, many places have introduced policies such as "admission tickets" and student ticket reductions, while also creating unique cultural activities to attract tourists from all over the world. In Zhejiang, a total of 30.538 million yuan of summer cultural and tourism consumption vouchers will be issued throughout the province. Thousands of cultural and tourism activities will be held around themes such as ecological summer retreat, seaside vacation, performing arts carnival, film and television check-in, summer study, and dream technology, providing tourists with diverse cultural activities and tourism choices. In Beijing, various nighttime entertainment projects such as night markets, outdoor movies, light and shadow music festivals, and late night canteens have been launched in different areas of the city. In order to provide maximum service to tourists, some museums have also opened or cancelled their closing days during off peak hours. After Guizhou's "Village Supermarket", this summer, Jiangsu's "Su Supermarket" once again ignited tourism consumption enthusiasm with sports events. Combining with the schedule of the "Su Chao" event, Jiangsu Province has launched measures such as scenic spot ticket reductions, cultural and tourism consumption vouchers, and volunteer services for audiences and tourists, allowing the "Su Chao" heatwave to continue to ignite the cultural and tourism market. At the same time, Jiangsu Province is also carrying out a series of activities during the summer season, such as watching exhibitions, appreciating good shows, and enjoying intangible cultural heritage, and creating more than 50 cross regional themed tourism routes, including parent-child tours, summer vacations, and study tours. In addition to characteristic cultural activities, this summer's tourism market service supply also reflects a strong sense of technology. Various regions are empowering tourism with digital technology, giving rise to many refreshing new scenarios and formats, such as fully enclosed ball screens and immersive themed spaces. These high-tech tourism experiences are attracting tourists with their unique charm. This summer, experiencing new technological gameplay such as interacting with robots in Hangzhou, chasing rockets in Wenchang, Hainan, and watching artificial suns in Hefei has become a choice for many families traveling. Wei Guo, a staff member of a travel agency in Dunhuang, Gansu, introduced that this year, the team's "historical relics+technology+art" study route built around the Hexi Corridor has attracted a lot of attention since its launch. Especially the digital Dunhuang VR experience, copying Mogao Grottoes murals, and getting up close to space technology at the Jiuquan Satellite Launch Center are projects that many tourists are looking forward to. ”Wei Guo said. Further stimulate the potential of summer cultural and tourism consumption. From the perspective of travel destinations, this summer, tourists are showing a trend of spreading from first tier cities to new first tier and second - and third tier cities. Thanks to the pursuit of differentiated experiences by tourists, the improvement of transportation networks, and the exploration of local characteristic resources, the number of tourists in some non-traditional popular areas has also increased significantly, "said Zhang Xiaofeng. Unlike other holidays, the summer tourism window lasts for 75 days. Data shows that the average travel time for tourists during the summer is 7.2 days. 35% of parent-child families choose to travel twice or more, and 70% of tourists prefer to experience the same destination in depth. The combined contribution of the parent-child and student customer groups exceeds 80% of the core traffic, therefore, the market has a strong demand for "family friendly facilities" and "educational attribute services". Zhang Xiaofeng believes that in order to meet market demand, the tourism product side should combine the unique resource endowments of various regions, further emphasizing layered customization and cross-border integration. Developing immersive projects such as Xi'an parent-child cultural relic restoration experience for parent-child families; Design a "light adventure+social" package combining hiking in Tengger Desert and star party for graduates; We will create a package that combines watching and folk experiences around events such as "Su Chao" and "Zhejiang BA", develop cross-border products that combine "study+intangible cultural heritage", and deepen immersive experiences. Li Xiaomi told reporters that from the situation of summer tickets this year, the reservation process is simpler and more standardized, and the phenomenon of scalpers competing for tickets is less common. But she reminds tourists to be wary of some shopping groups using the name of private groups to attract customers at low prices when applying for tours. At a recent press conference held by the Ministry of Culture and Tourism, the relevant person in charge of the Cultural Market Comprehensive Law Enforcement Supervision Bureau stated that with the arrival of the peak summer tourism season, the Ministry of Culture and Tourism will focus on visiting popular tourist routes and scenic spots, discovering and reporting market operation order issues such as forced shopping and tour guide chaos; Focus on monitoring package tourism products related to parent-child travel, study tours, and summer vacations; Strictly crack down on illegal and irregular activities such as unlicensed operation, failure to sign tourism contracts, arbitrary transfer and sale of tour groups, and improper distribution of goods, to ensure the smooth and healthy operation of the summer cultural and tourism market. (New Society)