In the past week, the Mid-Autumn Festival and the National Day once again converged to form an eight-day quot;Super Golden Weekquot;holiday.

This is not only a long holiday for family gathering plans, but also an excellent opportunity for people to make plans for sightseeing tours.

A total of 826 million domestic passenger trips were made in China during the eight-day holidays, generating 753.43 billion yuan , up 130% year-on-year, official data from the Ministry of Culture and Tourism showed.

Behind this phenomenon is a trend of people caring more about tourism qualities. The eight-day holidays have made quot;in-depthquot;tours the top choice for many tourists. Among them, a new niche market is gaining traction, especially with younger people. It’s the so-called “Citywalk”.

With both domestic and foreign travel at record highs during this extended holidays, some seeking a more relaxing time are opting to roam around a city browsing shops, taking photos, and doing whatever they wish to, according to a set route or without one.

In contrast to conventional travel methods popular among Chinese travelers, which typically sees them “checking-in” at notable tourist hotspots, the “Citywalk” has as its goal the immersion into a local culture and lifestyle rather than hitting certain “must-see” spots.

Data from Tongcheng Travel shows that travel searches related to quot;Citywalkquot; increased by 108% in July from the previous month. Walking routes in popular destinations such as Beijing, Xi’an, Chengdu, Suzhou and Changsha have attracted great interest from young travelers.

What’s Citywalk?

Gather together a couple of good friends and take a leisurely stroll through the streets— this is what many youngsters in China enjoy doing when they visit a new city.

To them, Citywalk means quot;roaming around the cityquot; on foot. Walkers get away from internet famous hotspots and commercial hubs, instead they follow a distinctive urban route, soaking up the atmosphere, exploring old buildings, browsing boutique shops, sipping a cup of coffee, or indulging in authentic local snacks.

Hashtags and keywords for Citywalk are trending across multiple Chinese social media platforms, as more and more people look to share their experiences and thoughts online.

On Gen Z trend bible Xiaohongshu, blogs and hashtags “Citywalk” have 2 million and 4.5 million views respectively. An official page dedicated to the trend called “Strolling the Street to Eat Delicious Food” can also be found when searching for Citywalk on the platform.

Even though Citywalk is relatively niche and new, many see a huge potential in it, as tourists nowadays are paying more attention to personalized travel services. Many tour guides also try to expand their influence online, sharing their experiences in a bid to attract potential customers.

The quot;China Travel Consumption Trends Insight White Paper ,quot; jointly released by Tencent Marketing Insight and Tongcheng Research Institute, states that quot;travel trends are transitioning towards relaxation, freedom, unknown surprises, and immersiveness.quot;

New gateway to city cultural rebranding

According to DTCaijing, a data research media based in Shanghai, culture, scenery, food and urban life are among the most attractive aims for city walkers.

Exploring the history and culture of a city is one way for walkers to deepen their understanding of an urban surrounding. Personal experience is more direct and leaves a deeper impression than watching videos or reading books.

Beijing, a city that blends tradition and modernity, has become one of the hottest destinations for city walk enthusiasts. Exploring the historic hutongs allows walkers to immerse themselves in the charm of the city#39;s history while experiencing the bustling life of its inhabitants. Meanwhile, it also offers a plethora of gastronomic delights, creative boutique shops and fashionable destinations.

If you enjoy the scenery of the romantic and poetic atmosphere of the West Lake in Hangzhou, while watching athletes score medals at the Asian Games, then scrolling around Hangzhou will sure get you up and going.

Boosted by the doubling effects of the sports event and extended holidays, Hangzhou’s tourism orders during the Asian Games witnessed a staggering increase of 280% compared to the previous year. This has propelled Hangzhou to the position of one of the top three popular destinations for National Day holiday tourists.

Potential of Citywalk still in question

Citywalkers inadvertently opened up new consumption scenes, as many walkers prefer routes that link local specialties, beverage shops, cultural and creative stores, bookstores and more, capturing the attention of shopkeepers, travel agencies, and others who have introduced small-scale tourism products.

Some scholars believe the renewed interest in urban environments is largely due to the COVID-19 epidemic, which forced city dwellers to notice what is happening in the vicinity of their homes.

Places that may have been only a few kilometers away from residents#39; homes were suddenly of interest after being ignored for a long time. In the post-pandemic era, areas where people live are being paid attention to again.

Although Citywalk represents an opportunity for tour guides and travel service providers to offer a more tailored and professional service, many participants maintain that they are only willing to pay two-digit prices, regarding costs exceeding a hundred yuan as disproportionate.

Citywalk is still an emerging industry in China.

For Citywalkers, the new trend is often regarded as social activities for exploring and disseminating urban culture, making new friends with similar interest and sharing feelings with fellow walkers. And it inevitably becomes pointless to have to pay big money for such a personal experience, thus making it harder to directly cash in on the new trend.

However, for local governments, Citywalk is likely an alternative way and opportunity to showcase the city’s charisma, excavate the uniqueness of local culture and history, and eventually promote the recovery of the consumption market.

Experts propose continual innovation and responsiveness to the diverse demands of consumers to ensure that Citywalk drives the upgrade of consumption, by fine-tuning local tourism infrastructure, digging deeper in the quintessential beauty of urban landscape, rather than treating it just as a fleeting fad.

In fact, prior to the Golden Week holiday, major cities like Beijing, Shanghai, Chengdu, Xi’an and Jinan have launched official “Citywalk” maps and routes offering tourism and consumption tips.

For instance, Shanghai has established Citywalk routes using public bus routes to help day-trippers reach more far-flung districts by public transport and continue on foot. Local officials in the southern city of Haikou had also held a “Citywalk” event along with folk and cultural activities.

從“日行三萬步的特種兵”到“蹭老年旅行團的黃昏游”，再到最近Citywalk式城市漫步風起，這屆中國年輕人的旅行方式可謂花樣百出。

大約從今年“五一”假期開始，一股“城市漫步”熱潮就隨著初夏的腳步迅速走遍全國，成為年輕人的旅游新寵。與“精心計劃”“高強度”“打卡式”的特種兵旅行大相徑庭，Citywalk強調的則是“隨心所欲”“慢節(jié)奏”，以及“沉浸式”的體驗。

剛剛過去的中秋國慶黃金周，Citywalk熱度不減。攜程數據顯示，黃金周期間，Citywalk搜索量年增七倍多。北京、杭州、上海、西安、蘇州等城市成為Citywalk熱門城市。

此外，北京三源里、上海鳥中集市等菜市場成為熱門地。美團、大眾點評數據顯示，近一個月，“菜市場”搜索量較上期增幅超120%，相關攻略筆記數增幅超110%，評價數增幅超170%；大眾點評數據顯示，近一個月，搜索“菜市場”的用戶中，20-35歲的年輕用戶占比超過70%，其中超六成為女性用戶。

Citywalk:這屆年輕人的旅游新寵

打開小紅書，你會發(fā)現無論在哪個city，都有人在盡心盡力walk。

有探店博主飽含熱淚:“毫無目的就是目的，在城市漫無目的地走。”

也有讀書博主諄諄教誨:“如果說一個人散步就是在和地球約會，那citywalk就是在和地球對話。”

在城市漫步，走到路口隨意向左向右，遇到綠燈就直行，紅燈就拐彎。

不打卡網紅店，漫無目的地穿梭溜達，用腳步記錄和丈量 ，就像開一座城市的盲盒……

Citywalk是一種新潮、小眾的深度旅行方式，通常由領隊精心策劃路線和主題，帶著10人左右的小團隊，以觀察體驗歷史、文化、建筑等為目的，在城市中漫步休閑。

“城市漫步”在歐洲、日本等城市興起，近年來慢慢在中國一、二線城市流行開來，并逐漸擴展至二、三線城市。北京、山東等地已將其列入促進文化旅游休閑的行動方案，上海專門開設公交巴士組成的Citywalk路線。

目前，不少旅行社、研學機構都會舉辦Citywalk活動，費用從十幾元到過百元不等，大多包含路線設計并配備向導，也有旅游博主和社區(qū)免費舉辦。

小紅書數據顯示，截至目前，關于Citywalk的筆記已超過200萬篇，相關話題閱讀量高達448萬。DT財經和DT研究院聯合發(fā)布的《2023旅游調研報告》中顯示，在幾種新型旅游方式中，82%的人想嘗試Citywalk，遠遠超過了其他的旅游方式。

Citywalk走紅的背后離不開平臺的助推，記者在一些旅游平臺上發(fā)現，不僅有大量Citywalk的路線分享，還有專門的組織者發(fā)布相關活動，甚至有不少網友尋找伙伴，結伴漫游城市，共享一段旅途。

Citywalk人群畫像特征也十分突出，年輕人占大多數。相關數據顯示，性別方面，女性超過八成；城市等級分布方面，一線城市占42.77%，新一線城市占28.11%。

打造城市文藝“新名片”

數據顯示，在熱度城市方面，歷史文化底蘊深厚、街景豐富的城市是年輕人Citywalk的首選，榮登熱門Citywalk城市榜首的上海正是這兩種特性的集大成者。除了“文藝、出片、小資”等關鍵詞，上海街角隨處可見的特色咖啡店，也對年輕人有著強大的吸引力。值得關注的是，除歷史文化之外，“煙火氣”也成為越來越多年輕人城市漫步的理由，同期上榜的貴陽、重慶、成都是深受年輕人喜愛的“煙火氣”城市代表。

一方水土養(yǎng)一方citywalk。抖音上，上海#City walk、#武漢City walk、#北京City walk、#西安City walk、#長沙City walk等話題量上榜top5。

比如，在北京漫步總有一種時空交錯的穿越之感。一邊是華夏文明的古城印記，另一邊是時尚摩登的現代之都。專注在北京舉辦Citywalk活動的商家介紹，整場活動沒有固定路線，參與者可集體商議選定方向出發(fā)，在領隊的帶領下漫步城市，有喜歡的沿途風景可自行停留拍照，每40分鐘尋找地點休息15分鐘，活動總時長約2.5至3小時。

不少城市的相關部門還向公眾推薦免費的Citywalk路線。以北京為例，市政府推薦了一條全長7.8公里的漫步路線，從鼓樓開始，經萬寧橋、故宮、太廟、社稷壇、端門、天安門、正陽門，一直向南直至永定門，并建議采用“公交+地鐵+騎行+步行”的組合游覽方式，感受不一樣的風景。

如果把關鍵詞換成“上海”，那簡直是一場“街景，咖啡廳，白墻，美女”的連連看游戲。潮人恐懼癥立刻被治好，仿佛《愛情神話》里的爺叔拿著咖啡和你隔空招手，靈啊靈啊。

值得一提的是，今年恰逢亞運會疊加八天長假，杭州從眾多城市中脫穎而出，吸引國內外游客前去旅游。銀聯數據顯示，長假期間杭州涉旅消費193.289億，按照可比口徑較去年增長64%，較2019年增長16%。其中，外來涉旅總消費金額為57.9億元，按照可比口徑較2022年同期增長34%。從全國旅游收入來看，江蘇8天吸金907.59億元，在25省份中名列第一。銀聯商務數據顯示，假期前7天，江蘇文旅消費總額175.55億元，占全中國的10.62%，占比繼續(xù)保持全國第一。

除了感受賽事氣氛，漫步西湖邊、感受京杭大運河、閑逛塘棲古鎮(zhèn)……都是Citywalker的心水路線。據統計，長假期間游客在杭人均停留3.3天，相比以往節(jié)假日游客平均停留時間提升一倍，賽事對假日旅游市場消費拉動效應明顯。

Citywalk的走紅與年輕人的消費習慣變化有關。同程研究院與騰訊營銷洞察聯合發(fā)布的《中國旅行消費趨勢洞察白皮書》顯示，2023年旅行消費的四大新趨勢是小眾獨特、自在松弛、未知驚喜、深度在地。同時，距離近、花銷少、不擁擠、美食多也是年輕人選擇旅行方式的重要參考因素。

馬蜂窩發(fā)布的《當代年輕人旅行圖鑒》報告中也曾提到，越來越多的年輕人在旅行中的自我定位已從過去的“參觀者”變成了如今的“體驗者”，他們希望親身融入當地，感受寫進城市街巷中的人文歷史，以及最地道的風土人情和生活方式。

除了個人、情侶或親子游，Citywalk也是絕佳的社交場景，在專業(yè)人士帶領下，和同好們一起體驗一次玩法與知識兼?zhèn)涞腃itywalk，也能夠滿足年輕人追求個性與興趣社交的雙重需求，其背后蘊含著巨大的市場潛力。

馬蜂窩旅游研究院院長馮饒認為，Citywalk走紅出圈，與近年來年輕人旅行消費偏好的變化密切相關，疫情期間長途旅行受限，也讓更多人轉而開始發(fā)掘身邊的“小確幸”。這一習慣延續(xù)至今，去往其他城市旅行的年輕人，也開始將目光放在景點之外的其它城市空間，古建筑、設計感十足的書店、有格調的咖啡廳、特色小酒館、甚至菜市場都可以成為他們漫游其中，感受一座城市氣息的絕佳場所。

變現之路仍有待探索

盡管Citywalk在社交平臺上討論得“熱火朝天”，付費參與這項活動的群體數量卻仍處于增長初期，旅游平臺推出的相關產品價格也多在百元左右。除人文愛好者之外，如何讓Citywalk吸引更多群體，馮饒認為，從業(yè)者可以考慮將Citywalk與年輕人感興趣的“主題”相結合，為不同興趣圈層提供精準的產品與服務。

盡管Citywalk在社交平臺上討論的“熱火朝天”，但付費參與這項活動的群體數量卻仍處于增長初期，旅游平臺推出的相關產品價格也多在百元人民幣左右。

概念是抽象的，生活不是。年輕人更樂意接受的，是概念之外的增值。Citywalk的精髓或許并不在Walk，而是在于Walk過程中的體驗感與獲得感。因此，當年輕人的社交、精神需求與松弛感占據了上風，這些“新奇的旅游概念股”的變現之路也就道阻且長。

也得看到，在這個過程中，地方政府其實有著很大的建設空間。畢竟，是走馬觀花地過，千篇一律地拍，還是能夠在限定的時間里成為街巷生活的一部分，很多時候便取決于當地的建設。如何挖掘區(qū)域的獨特性，在不破壞原本風格的基礎上做好其他設置建設，是一個值得認真考量的細致活兒。

Executive Editor: Sonia YU

Editor: LI Yanxia

Host: Stephanie LI

Writer: Stephanie LI

Sound Editor: Stephanie LI

Graphic Designer: ZHENG Wenjing, LIAO Yuanni

Produced by 21st Century Business Herald Dept. of Overseas News.

Presented by SFC

編委: 于曉娜

策劃、編輯:李艷霞

播音:李瑩亮

撰稿:李瑩亮

音頻制作:李瑩亮

設計:鄭文靜、廖苑妮

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