May 19, China Tourism Day. Mount Wudang, which is participating in the 8th Central China Tourism Expo, not only announced a 50% discount on scenic area tickets but also called for the establishment of a “Family Tourism Day,” aiming to promote family culture under the new normal of tourism development.
Family travel is a common way of tourism in developed countries in Europe and America, and it is increasingly being accepted by the Chinese public. In fact, in China’s long-standing historical and traditional culture, traveling together as a family has also been the norm.
As early as the Spring and Autumn Period, there was the saying, “In late spring, when the spring clothes have been made, five or six adults and six or seven children bathe in the Yi River, enjoy the breeze in the dancing pavilion, and sing on their way home.” Five or six adults and six or seven children, calling on friends to bathe in the beauty of spring and enjoy the pleasures of travel. Harmonious and joyful family outdoor gatherings, such as “opening the window to face the fields, raising a glass to toast over mulberry and hemp,” also occupy much of people's leisure life. Even if they can't travel together, the longing and sentiment expressed in lines like “knowing my brothers have reached the heights, with dogwood sprigs stuck in every place but one” often linger in people’s hearts.
Travel is the best way for families to bond and enjoy family happiness. Although the development of the times has transformed the mode of living in large family units into smaller ones, and the fast-paced urbanization process keeps Chinese families busy, the concept of “a complete family gathered together” remains deeply rooted in people’s hearts and has not faded. As people’s living standards improve, more choose to step away from the hustle and bustle of urban life, return to family, and return to nature. Family tourism has become a major highlight of today’s travel trends and continues to grow rapidly.
Data shows that nearly 90% of travelers prefer to travel with their families, while only 5% choose to travel alone. It is evident that family has become one of the key factors influencing people’s travel decisions.
Although many of China’s traditional festivals are closely related to “family,” Mount Wudang still advocates establishing a “Family Tourism Day,” calling on Chinese families to return to tradition, enjoy travel, love life, and reminding people to spend more time with their families.
The most well-known aspect of Wudang culture, “Happiness, Longevity, Health, and Peace,” is a reflection of family culture, embodying wishes for happiness, health, and tranquility. Among the visitors to Mount Wudang, there are many family groups, and the trend of “the whole family traveling to Wudang” is gradually spreading across the mountain.
In April this year, Mount Wudang launched the “Visit Wudang’s Immortal Mountains, Win a Fengshen Car” campaign, encouraging families to visit Wudang by offering a monthly lottery draw with a Fengshen A30 car as the prize. In addition, Mount Wudang has also introduced the “Happiness, Longevity, Health, and Peace” annual series of activities, aiming to promote the concept of “family tourism” through a combination of online and offline interactions centered around the theme of “family.” Currently, one of the “Happiness, Longevity, Health, and Peace” series events, the “Give Your Parents a Hug” old photo collection campaign, is underway. The activity will select eight family groups to receive free trips to Wudang.
Zhang Xingjie, Deputy Director of the Brand Research Institute at Wuhan University, stated that the establishment of “Family Tourism Day” reflects the development of the tourism market and the transformation of tourism consumption patterns, as well as recognition of the current mainstream modes of tourism.
Professor Li Ming, a doctoral supervisor at Hubei University, said that with the popularization of smart tourism, the personalized travel needs of family units will be increasingly easier to meet. People can embark on a family trip at any time, and the establishment of “Family Tourism Day” can be said to have landmark significance.