As the living standards of modern Chinese people continue to rise, “superficial” group tours can no longer meet travelers’ expectations, giving rise to a more immersive travel style—self-driving tours. Statistics indicate that in 2016, China’s domestic tourist volume surpassed 4.44 billion, with self-driving tourists making up over 58%, exceeding 2.57 billion trips (source: NetEase News Center), marking a new growth point in the tourism industry.
Niche markets give rise to “wellness tourism”
“Wellness tourism” is a newly emerging form of self-driving travel that emphasizes “deep experience,” placing particular importance on the selection of destinations and themes. Beyond famous mountains and rivers, destinations that are uniquely distinctive yet not overly crowded are increasingly popular, and an essential feature is often local experiences related to wellness or religious culture.
Compared to this new market gap, there are very few qualified scenic areas in China. However, in Ordos, Inner Mongolia, lies such a premium wellness tourism destination—Zhungeer Zhao Tourist Area. At its core is Zhungeer Zhao, the largest, oldest, and best-preserved Tibetan Buddhist Gelug sect temple complex in the Ordos region, and also a national key cultural relics protection unit. The tourist area is now a national AAAA-level scenic spot. What makes Zhungeer Zhao Tourist Area stand out is its ability to effectively address the “core issues” of wellness self-driving tourism.
Core advantages highlight the appeal of Zhungeer Zhao Tourist Area
The core challenges of self-driving travel are public services and logistical support. These two issues are unavoidable if you want a comfortable trip. Zhungeer Zhao Tourist Area enjoys a prominent location and convenient transport—just 21 km from the grassland city of Kangbashi, with a dedicated tourist route; 40 km from Dongsheng District of Ordos City, connected by highway; and a soon-to-open 9 km dedicated road from the Lugui exit of the Rongwu Expressway to the tourist area. Within the area, a parking lot that can accommodate nearly 500 small vehicles is already in operation; a restaurant serving both vegetarian and regular meals, with a capacity for 1,000 diners, has begun trial operations; and the accommodation facilities offer a quiet and upscale environment for up to 300 guests. In short, self-driving tourists will encounter no concerns or obstacles at Zhungeer Zhao Tourist Area.
Meanwhile, the essence of wellness lies in variety and effectiveness. In March, Forbes.com reported that Chinese people are paying increasing attention to their physical health and wellness. Survey results from research institutions show that nearly 90% of Chinese consumers are beginning to re-examine their dietary habits, alongside shifts in health and consumption perspectives. Especially those born in the 1960s and 1970s are placing greater emphasis on wellness concepts than before.
In such a market environment, a wellness-oriented tourist site needs to offer clear flagship offerings. Zhungeer Zhao’s featured wellness programs are precisely the high-quality products favored by the market. These include wellness activities such as hot springs + medicinal baths, vegetarian meals + wellness, and treatments by Chinese, Mongolian, and Tibetan medicine that help regulate bodily functions and cleanse the body—undoubtedly becoming key reasons for visitors to choose this destination.
Cultural charm continues at a land of accumulated virtue
Zhungeer Zhao, also known as “Baotang Temple,” boasts a history of 395 years and is considered ancient. Over the long years, its temple architecture combines features of Mongolian, Tibetan, and Han cultures, serving as a concentrated representation of ethnic integration. Meanwhile, rich religious rituals and historical legends are highlights of the tourist area. Cham dance drives away demons and heals illness, Mani gatherings offer alms and relief, Oboo gatherings express deep emotions, and the Lantern Festival anticipates a bright future... Among these diverse and engaging activities lie the local people's pursuits of goodness and beauty, as well as their boundless love and longing for life. Blessed by this land of accumulated virtue, even temporary visitors will gain blessings.
Currently, it is the best season for Zhungeer Zhao Tourist Area to deliver a deep self-driving experience. It is believed that this new form of travel can open up new ideas for the industry and uncover more destinations that blend history, culture, wellness, and blessings. Because “discovering beauty” is the ultimate reward of travel.