China’s movement restrictions spark camping boom | WARC | The Feed
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China’s movement restrictions spark camping boom
With international travel off limits and domestic travel severely restricted, the recent holiday period has seen a sharp increase in local tourism, and in camping in particular.
Why it matters
Camping is no longer the preserve of outdoor enthusiasts as city dwellers start to embrace nature, with many opting for ‘glamping’, the more comfortable end of the camping spectrum. A surge in camping holidays in rural areas brings with it a shift in vacation priorities and spending habits, as people buy the relevant equipment and then start to trade up within that. There are new opportunities for premium and luxury brands.
- Online travel agency Ctrip reported that local tourism accounted for 40% of business during the recent Labour Holiday, while searches for ‘camping’ almost doubled.
- Tourism website Mafengwo recently found that 74% of campers were from first-tier cities; Beijing, Shanghai, Guangzhou and Chengdu were the top four source cities of campers.
- Most people go camping for between one and three days; many see short trips where you drive yourself and camp with family or friends as a safe option that complies with COVID-19 control measures.
The big idea
“Glamping shows no sign of going anywhere. The challenge for luxury companies is not whether to engage – that’s a given – but what to offer. As the market saturates with more of the same traditional gear, there is money to be made for a label that can think creatively” – Jing Daily.
Sourced from Jing Daily, China Daily, South China Morning Post
[Image: Cloris Chou on Unsplash]
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