This summer, a form of travel called City Walk caught on.
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Open social media and short video sites to find tips and shares related to them everywhere. Through slow-paced hiking, citizens and tourists connect the city's landmark buildings, well-known attractions, restaurants and shops, while enjoying the body and mind, but also opening up new ideas and scenes for urban consumption.
Starting from the ruins of the Imperial City Root in Beijing, stroll all the way south to Dongjiaomin Lane; From the Gangfeng Tunnel outside Guangzhou Taojin Metro Station and the mural wall of Huaqiao New Village, take pictures while walking to reach the Guangzhou Art Museum; Walk from Shanghai Jing'an Temple to Zhongshan Park, feel the collision of old and new elements of old houses and Internet celebrity stores...
Tourists "buy, buy, buy" as they walkOn a Saturday in August, Zhu Xing, a white-collar worker in Beijing, got up temporarily and took a city walk with friends. They started their "stroll" from the Beijing Lu Xun Museum in Xicheng District, passing through the White Pagoda Temple, the Temple of the Emperors, and arrived at the Guangji Temple, ending the day's trip.
In the cultural and creative store in the White Pagoda Temple, Zhu Xing selected a refrigerator sticker for himself, mailed a special postcard to friends from other places, drank creative coffee at the Lu Xun Museum, had lunch at restaurants along the way, plus tickets for two ancient architectural attractions, and at the end of the day, the average person spent more than 200 yuan. "It is said that city walks are a pleasure that costs no money, but there are attractive expenses on the way, and I am willing to pay for it." Zhu Xing said frankly.
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This summer, in Beijing, the topic of city walks related to the White Pagoda Temple is hot. Many ramblers flocked to the area, which greatly drove the surrounding consumption. At the White Pagoda Temple Cultural and Creative Store, there is a steady stream of tourists who come to check in and spend, and there are often long queues at the checkout office. At the same time, the surrounding cafes are often "hard to find", and several cafes that have just opened or are about to open are looking for business opportunities, turning themselves into rest nodes in the walking route and photo spots for the White Tower lookout.
The reporter learned that in major cities, ramblers are mostly keen on "tandem" tourist routes. In addition to landmark attractions, there are usually many daily consumption scenes such as local special food, beverage shops, cultural and creative shops, and bookstores along the route.
Compared with traditional tourism, the consumption of city walks is more free, casual and diverse: choose two or three attractions within walking distance, sit in coffee shops when tired of walking, go to snack bars to replenish energy when hungry, be attracted by exquisite cultural and creative shops on the way, and stop and stay is also an option...
Dig deep into consumer demand and release consumption potentialFrom "special consumption" to "along the way consumption", ramblers have inadvertently opened up new ideas and scenes for urban consumption. With the popularity of the concept of city walks, merchants, travel agencies, etc. are vying to enter the market and launch related small tourism products. The cost of these tourism products ranges from tens of yuan to more than 100 yuan, and most of the people per activity are controlled to less than 20 people.
The reporter learned that most of the urban walking routes with the theme of exhibitions and historical and cultural buildings are equipped with professional docents to meet the high needs of some tourists for the depth of sightseeing. One tourist said: "In a way, this is a kind of 'knowledge payment'. ”
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Compared with traveling alone or with three or two friends, city walks have a stronger social nature and are very attractive to young people and other groups. Capturing consumers' social needs, some city walk organizers set the end location in the surrounding cafes and other places, and tourists can voluntarily choose whether to continue "drinking and chatting", and the cost is evenly shared. After a trip, like-minded people naturally form a future "shopping partner".
Ruihe, a self-media blogger, is usually engaged in exhibition planning. Recently, he was the leader of an offline city walk, leading 17 tourists to walk around Beijing's 798 Art District, explaining the changes in humanities and history and how popular science art exhibitions should look. Ruihe told reporters that at that event, the ramblers included mechanical engineers, dentists, middle school Chinese teachers, people from different industries but also loved art became friends, and some people agreed to come back next time to participate in other activities led by him.
According to the platform staff, in addition to basic route design and guidance accompaniment, some businesses have also launched products including official photography, in-depth explanations and other professional services, which are also welcomed by the market.
How to make a "small but beautiful" city walk bigger and strongerAccording to the "China Travel Consumption Trend Insight White Paper (2023 Edition)" released by Tencent Marketing Insights and Tongcheng Research Institute, "In 2023, travel trends will gradually develop into four aspects: niche and unique, relaxed and relaxed, unknown surprises, and deep locality. "It can be said that the city walk is a concentrated reflection of the current consumer's travel needs.
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In response to the above consumer demand, although many tourism products have appeared, the group willing to "pay for a walk" is still a minority. Some consumers said: "Tens of yuan can be considered, more than 100 yuan feel worthless." ”
At present, urban strolling is still a "small but beautiful" new format in China. Some experts suggested that urban walking should continue to practice and innovate to meet the diverse needs of consumers. In this way, it can truly become a force to promote consumption upgrades, not just a short-term hot phenomenon.
At present, many cities in China have begun to promote local walking routes. Beijing Municipal Bureau of Culture and Tourism launched 30 "Stroll through Beijing" series of themed routes, Jinan Cultural Tourism Group launched "City Walk Touring Spring City" series of tourism products, Shaanxi Provincial Department of Culture and Tourism official WeChat recommended "Xi'an City Walk" route... Since the summer, cultural and tourism departments in many places have recommended walking routes to better meet the needs of consumers for urban strolls.
At present, most of the routes launched by the cultural and tourism department are free and have a public welfare nature. Lu Fengping, associate professor of Nanjing Tourism Vocational College, said: "City walks should coordinate the relationship between public welfare and economy, not only as a social activity to explore and disseminate urban culture, provide free convenience services, show the city's style, but also promote the recovery of the consumer market through urban roaming, and promote the growth of new cultural tourism and new consumption in an orderly manner." ”
(Workers' Daily Zhang Qian)