Editor's Note:
The "alternate destination" craze is taking social media by storm in recent days. More and more young people are no longer blindly chasing popular tourist destinations, but are looking at "unpopular" small towns with affordable prices, unique scenery and rich culture. In the past Qingming holiday, domestic places such as Yanji in Northeast China and Mangshi in Yunnan have become popular check-in places because they are called "Korean Pingti" and "Southeast Asian Pingti" by netizens. And this trend of "flat tourism" is not only prevalent in China, but also in foreign countries, young people also fall in love with checking in to "flat destinations". So, what are the reasons behind this trend, and how can tourism operators continue to tap into the potential of "alternative destinations"?
Mangshi, Yunnan
"It's better for the price and quieter"
"Popular holiday destinations are overcrowded, travel agency prices have almost doubled, and the experience has been greatly reduced. If you want to go abroad, you will need to apply for a visa, and you will need to consider various issues such as language, safety, and culture. In contrast, 'Flat Destination' is inexpensive and allows me to enjoy the scenery and food more easily and happily. Qian Sihan, who chose the holiday destination in Mangshi, Yunnan Province for this year's Qingming Festival, told the Global Times reporter that the sharing of many netizens on social platforms made her yearn for Thailand, but during the Qingming holiday, the price of both air tickets and travel agencies in Thailand exceeded her personal budget, "I saw that some netizens shared that Mangshi is Thailand's 'flat', so I chose to go to Mangshi." Compared to other popular tourist destinations in China, it is not as crowded to go to various attractions or restaurants. ”
The concept of "substitution" comes from the field of daily consumer goods, which originally meant that consumers like certain big brands or well-known products, but due to their high prices, they end up choosing alternative products with similar functions and effects, but at a lower price. Nowadays, this concept has been cleverly appropriated in the field of tourism.
With the name of a popular tourist city, "flat destinations" are blooming all over the country. When you open social media, you can see that many places are marketing themselves as the best "replacement" option. Some people even joked that there are 22 "Icelands" in the world, and 21 are in China. According to incomplete statistics, at least 50 cities across the country have the titles of "Little Santorini", "Little Kyoto", "Little Kamakura", "Little Switzerland" and "Little Nara".
Before the Qingming holiday, Zhang Yin took time to go to Huizhou on the weekend. "Before I went to Huizhou, I read a related post, saying that Huizhou's Xunliao Bay is known as China's 'Maldives', but this is not the main reason that attracted me to travel to Huizhou, I just want to go to a less crowded place to see the scenery and feel the charm of different cities. Xunliao Bay is not only a great place for vacation, but also has a deep cultural heritage and preserves a rich historical and cultural heritage. She said.
Xunliao Bay in Huizhou, Guangdong
Not only in China, but also overseas. "Travelers are eschewing popular destinations in favor of cheaper tourist cities that offer a similar vibe to more expensive destinations. The BBC wrote in the report. For young people, choosing a "flat destination" not only means a more economical way to travel, but also represents the exploration of the unknown and the pursuit of personalized travel.
According to the U.S. travel group Billion Travel, "flat tourism" is one of the biggest travel trends in 2024. The data also provides very interesting information, such as the replacement of Chinese Taipei in Seoul, South Korea, Perth in Sydney, Australia, and Pattaya in Bangkok, Thailand. In the past year, searches for "alternate destinations" have risen significantly globally, with searches surging by 276% in Taipei, Pattaya, Perth, and Liverpool, by 97%.
In essence, it is a new form of "off-peak tourism".
"Flat tourism" is favored by young people around the world, and the American travel group "Yikexing" believes that the driving force behind this trend is comparability. As an example of Seoul as a tech hub with delicious food and rock nightlife, Seoul is similar to attractions such as tech markets, local food and Shilin Night Market in Taipei, China, as an example in the report. In addition, Chinese Taipei has a variety of travel options, such as hiking on the Elephant Mountain Trail, which are also popular with tourists. Perth, Australia, has soft sandy beaches, a vibrant street art scene, and chic dining, and it's not as crowded as Sydney.
"A lot of people around me have started to choose 'flat tourism'. Janavi Yael, a tourist from Vadodara in India, told the BBC, "We live in an era where there is no off-season, so 'flat tours' are the best way to plan your holiday because it's affordable and allows you to avoid the crowds." Lavina De Souza from Leeds, UK, also said that it is better to travel to an unknown destination because "not only is it cheaper, but there are fewer crowds, which helps to get to know the place in a relaxed atmosphere and without spending much".
The Nikkei Asian Review, citing industry insiders, said that there are four main reasons why this trend is popular. The first is cost. In many cases, the initial destination will become expensive due to high demand for travel, and a "flat destination" may offer a similar experience at a lower cost. The second is to avoid overcrowding, especially during peak tourist seasons. Again, there is accessibility, and "flat destinations" may be closer and easier to reach, which is more convenient for some travelers. Finally, there is the novelty, and the different charm of those "alternate destinations" from the original tourist destination will make tourists feel that they are well spent their money.
"Remember, no two destinations are exactly the same. Gabby Beckford, founder of the travel website Packs Light, said in an interview with the media that tourists should be realistic that the culture, language, experience, and even atmosphere of a popular tourist destination are difficult to convey by "alternate destinations". Although there are many advantages to "flat tourism", the disadvantages are also obvious. Some experts say "alternate destinations" may not have as many transportation options, including flights, trains or taxis, because they are not as popular in larger cities.
Zhong Hui, chairman of Shangyouhui Cultural Tourism, said in an interview with the Global Times that "revenge consumption" and "holiday economy" have made traditional popular tourist destinations overcrowded in peak season, and many tourists sighed "whether to see the scenery or to see people". As a result, "reverse tourism" has emerged, which effectively avoids crowding, high prices, and poor experience. In addition, driven by a number of new media, niche destinations are becoming more and more popular with tourists, especially young tourists, who are moving from "planting grass" to "pulling weeds". Of course, there are reasons for this. For most people, cost-effective is very important, and there is a change in consumption habits, in the past, we paid more attention to "face", and now we pay more attention to "lining", it doesn't matter where you go, it's more important to play with whom. In general, this is essentially a new form of "off-peak tourism".
Start from "being like others" to "being yourself" out of the circle
Some people in the industry say for example, choosing "flat tourism" is like buying something not entangled in buying luxury brands, but choosing cost-effective goods. However, industry insiders also reminded that the term "replacement destination" itself seems to imply that "replacement attractions" are not as good as "replaced attractions". In fact, all attractions have their own characteristics and charms, and "flat destinations" should show their true charm to attract tourists.
CJ Global Market Research in Europe said in a research report released in April this year that the tourism industry should incorporate "alternative destinations" as a strategic resource into its overall operations to enhance the appeal of customers in specific market segments, and that the promotion of "flat attractions" should be more targeted and good at using the power of influencers to present the unique charm of scenic spots.
Jiang Han, a senior researcher at Pangu Think Tank, told the Global Times that first, integrating and optimizing the tourism resources of "alternative destinations" is the key. These destinations may have unique natural landscapes, cultural heritage, or folklore, and by integrating these resources, more attractive tourism routes and products can be created. At the same time, we pay attention to the diversity and differentiation of resources to meet the needs of different tourists.
Second, strengthening infrastructure construction is a necessary means to improve reception capacity. Including improving the transportation network, improving accommodation conditions, improving service facilities, etc., to provide tourists with a more convenient and comfortable travel experience. For example, more hotels, guesthouses and other accommodation facilities can be built, as well as tourist information desks and public rest areas can be added to improve the satisfaction of tourists.
In addition, the cultivation of professional talent is also an important part of improving the reception capacity. "Alternative destinations" need to have tourism practitioners with professional quality and service awareness to provide high-quality tourism services for tourists.
As for whether the "replacement destination" can be developed in the long term, it depends on the combination of many factors. First of all, "flat destinations" need to maintain their uniqueness and attractiveness, and constantly explore and develop new tourism resources to meet the changing needs of tourists. Second, "alternative destinations" need to focus on sustainability.
Zhong Hui believes that "flat destinations" should do a good job in content construction, starting from "being like others" to "being yourself" out of the circle. It is also necessary to seize the opportunity of high-quality development of cultural tourism, and improve reception capacity from the perspectives of urban renewal, social governance, and digital transformation. (Source: Global Times Author: Ding Yayi Zhen Xiang)