Recently, China Central Television (CCTV) in collaboration with the National Bureau of Statistics released the 2013-2014 edition of "China Economic Life Survey." The survey showed that tourism consumption has become the second most planned expenditure in Chinese household budgets. This data reflects a new change in China’s economic life—family-oriented travel demand is on the rise and has become an important lifestyle.
In fact, when it comes to family values, there is striking consistency between Eastern and Western cultures. Americans, who love the “Party” culture, are increasingly fond of hosting “Home Parties”; in Hong Kong, it’s playfully referred to as “Hongpai.”
The domestic tourism market has also seen the emergence of products primarily targeting family travelers. For example, Zhonghong Co., Ltd. (stock code: 000979) is working hard to build a “new fun place for all families”—the New Wonder World International Resort. “Family” has become an increasingly important keyword in the hearts of the Chinese people.
Huang Xiaoming and Angelababy are the joint spokespeople for the New Wonder World International Resort
One world, one “family view”
We once had a stereotype that Eastern culture values family while Western culture emphasizes “individual value.” But in reality, when it comes to the concept of “family,” there is remarkable consistency between East and West. Most modern civilizations place great importance on family.
Currently, many media outlets in the U.S. are discussing a best-selling book—“From Family Breakdown to America’s Decline.” The book outlines the connection between the decline of the family unit and economic recession. The author argues that unstable families place a huge burden on taxpayers, costing the U.S. at least $112 billion extra annually due to family breakdowns. In the author’s view, harmonious families are the foundation of social prosperity, and the best way to address wealth inequality in America is to revive traditional marriage and family values.
While Americans emphasize reclaiming family values, the Middle East—known as the “global billionaire hub”—shares the same perspective. A Dubai Chamber of Commerce and Industry research report on the tourism industry suggests that family tourism has become a key component of economic development in Islamic regions. The analysis specifically notes that the United Arab Emirates ranked first in the 2013 Regional Tourism Industry Competitiveness Index, precisely because of its family-focused services.
It can be seen that regardless of culture or religion, the value placed on family and kinship is universal. When we refocus on the value of family and familial bonds, even those otherwise dry and rigid economic figures seem to take on a warmer tone.
A “new fun place for all families” full of human warmth
The strong global tourism market demand for “whole-family travel” is the reason behind the birth of a new cultural tourism product. In China, Zhonghong Co., Ltd. launched a brand-new independent brand this year—the New Wonder World International Resort. It is reported that the New Wonder World targets family consumers as its main customer base and is committed to developing comprehensive leisure products integrating vacation tourism, theme parks, cultural recreation, wellness, and high-end commerce, bringing together products suitable for the vacation needs of different family members.
This is an unprecedented “new fun place for all families,” designed to meet the diverse vacation needs of every family member: the younger generation seeks thrilling rides and exciting sports experiences; the elderly prefer restorative wellness and leisure; some business professionals need to balance work and relaxation... What they all share is the desire to spend holidays with family and enjoy vacation time together.
The New Wonder World considers the needs of every family member and creatively meets these needs through a rich variety of offerings within the same resort. The future New Wonder World will present a heartwarming picture of vacation life: children laughing in theme parks; working professionals reconnecting with their families at home within the resort after business meetings; the elderly finally enjoying a more tranquil and pleasant vacation. A life of joy together brings family members closer.
Turn weekends into the best time to nurture family bonds
Besides taking long vacations with the whole family, weekends are also an important time to strengthen familial relationships. Bestselling American author Penelope believes that if weekdays are packed with demanding work, weekends are the time to take action—it’s the perfect opportunity to clear your mind and generate new ideas. Doing something fun with family and friends is not only about nurturing bonds but also provides the mental vitality needed for your future work.
The American love for “Party” culture has made weekend “Home Parties” increasingly popular. In Hong Kong, they’re playfully called “hongpai.” Most middle-class American families live in suburban villas.On weekends, the family gathers in the villa yard, enjoying the pastoral scenery while preparing a rich meal together. Occasionally, they invite more friends or neighbors to chat and enjoy good food, spending a joyful weekend.
This happy weekend “Party” is also the lifestyle advocated by the New Wonder World.Most New Wonder World resorts are located in scenic areas surrounded by mountains and water, maintaining an appropriate distance from the hustle and bustle of the city. In addition to offering theme parks and commercial amenities, the New Wonder World also plans to develop saleable tourism real estate. These resort properties provide the perfect venue for Chinese families’ weekend “parties.”
It is reported that the New Wonder World International Resort · Beijing Yuma Fang project will soon be launched. This project is located in Pinggu, a traditional scenic area of Beijing. With the launch of the project, Chinese families in Beijing and the surrounding Bohai Rim region will be among the first to experience a vacation life full of novel fun.