Young people redefining summer tourism

Summer has always been the peak tourism season in China. But this year's summer tourism season is not only about crowds and sunshine but also about change. Youths, especially Gen Z and college students, are reshaping the way the Chinese people travel. They prioritize quality over quantity, substance over mileage, and experience over exhaustion.

Gone are the days of whirlwind itineraries packed with low-cost sightseeing. Today's youths seek better, richer experiences. According to travel platform Fliggy, the average travel spending by college students this summer is up by 6 percent year-on-year, with average trips lasting about 2.9 days. Tourism for them is not just about ticking the boxes; it's also about reconnecting with the self and rediscovering the joy of exploration.

As temperatures soar, young travelers are chasing comfort along with the quest for natural and historical sites. "Wellness travel" is a new trend. Think blue skies, snow-capped peaks, rolling grasslands and crystal clear lakes. Places like Qinghai province, the Xinjiang Uygur autonomous region, Yunnan province, the western part of Sichuan province, and Northeast China, where temperatures remain below 25 degrees Celsius in summer, have become favorite tourist destinations.