Crunch the data, lay out the facts — national strategic support, the rise of mass tourism
Rise. 2000 — Since 2000, China has had the world’s largest domestic tourism consumption market. Ten areas, including the construction of self-drive RV campsites, have become hotspots for tourism investment and future growth areas.
Turn. 2014–2015 —
Starting in 2014, China’s outdoor market entered a period of adjustment. Outdoor sports began shifting toward a more civilian and social orientation, showing signs of diversified and scaled development.
In 2015, among nearly 4 billion domestic tourist trips, self-drive travelers accounted for over 58.5%, reaching 2.34 billion trips.
Push. 2016 —
In March, the Premier of the State Council stated in the government work report: “We will strengthen the development of tourism transportation, scenic spots, and facilities such as self-drive campsites.”
In September, the China National Tourism Administration officially released the “2016 National Self-Drive RV Campsite Construction Project List,” planning to build 514 campsites with an estimated investment of about 35 billion yuan.
Fast Track. 2017 —
In January, the “2016–2017 China Tourism Consumption Market Development Report” was released. The report showed: mass tourism has been elevated to a national strategy, with the proportion of expenditure on experiential tourism consumption increasing.
In August, the China National Tourism Administration released the “2017 All-for-One Tourism Development Report,” which indicated: an open “tourism+” development pattern has begun to take shape. Among them, elemental products (such as tourism homestays and RV campsites) and destination products (such as tourism towns) have continued to upgrade. Cumulative investment over two years exceeded 310 billion yuan.
In August, the China National Tourism Administration disclosed: by 2020, China will have built 2,000 various types of self-drive RV campsites, initially forming a self-drive RV tourism industry system.
With strong support from national strategic policies, along with rapid injections of social capital and cross-sector cooperation (with the outdoor and sports industries), China’s camping industry has seen explosive, widespread growth.However, taking a step back and looking at the operational status of campsites nationwide, the issue of poor profitability has remained a persistent challenge.Whether due to a lack of scientific and systematic campsite planning guidance, blindly copying European and American models without considering local conditions, or focusing solely on hardware and form while underestimating content and experience...
The structure of a campsiteHas never been just about placing an RV in a parking spot. It isA comprehensive framework that includes a series of software and hardware elements such as campsite planning, design, construction, and operation.
On the hardware sideThis ranges from selecting the location, arranging functional zones, and designing indoor and outdoor landscapes, to providing complete supporting services and safety facilities.
On the software sideThis mainly involves establishing the campsite’s philosophy and brand awareness, understanding the unique visitor demographics, and organizing engaging campsite activities.
And as the proportion of expenditure on experiential tourism consumption increases,The setup of experiential content at campsites has undoubtedly become key to attracting visitors.Whether it leads to repeat business, “experience” is absolutely the cornerstone of camping tourism. To this end,The Asia Outdoor Exhibition specially dedicated “one hall for one day”To focus on discussing the current state of China’s “outdoor & camping” industry. At the Asia Outdoor Exhibition in June 2017:
Exhibit 1[Outdoor Travel Theme Pavilion]:Featuring outstanding brands in the outdoor & camping industry such as Orion, Snail Nest Campsite, Dising Caravan, and Xitu (non-powered amusement facilities), this pavilion showcases to campsite owners and other professional attendees an exemplary planning of content experiences at an outdoor campsite.
Session 1[Outdoor x Camping Forum]:Inviting industry elites from campsite operators, outdoor gear brands, and outdoor activity organizers, this forum approaches the topic from three perspectives: campsite & outdoor gear, campsite & outdoor activities, and campsite & youth education. With a practical and in-depth focus, it aims to drive substantial progress in cross-sector collaboration within outdoor & camping.
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Campsite & Outdoor Gear——Camping, using the campsite as a platform and complemented by a rich array of outdoor activities and gear, delivers a one-stop outdoor experience through the integration of hardware and software, achieving a win-win for outdoor brands and campsite operators.
Mao Huanjun, Chief Designer/CEO of Shanlishi: The relationship between outdoor brands and campsites is mutually beneficial: products gain exposure at campsites, thereby boosting user purchase intent; meanwhile, the use of outdoor products helps campsites build their overall cultural image.
Lian Jianping, CEO of Formosa Outdoor (Taiwan): Outdoor brands should provide high-quality, durable products that can withstand varied user experiences, increase campground foot traffic, and help boost profitability.
Campsite & Outdoor Activities——A variety of outdoor sports activities can bring vitality to campgrounds and offer new development ideas.
Guo Jiaming, CEO of Luyun Nami Campsite Investment Management Co., Ltd.: When developing outdoor activities at a campsite, it's important to adapt to local conditions based on specific resources. Currently, most campgrounds generate a high proportion of revenue from food and accommodation; how to expand the share of play and experiential offerings is worth considering.
Xu Bin, General Manager of Donkey Campsite: Regarding the combination of campsites and activities, Donkey Campsite has partnered with hotels such as Hilton to create lawn family rooms in hotel gardens and organize team-building activities during off-peak seasons, successfully integrating space venues with outdoor activities and increasing profits for both hotels and campsites.
Campsite & Youth Education——According to the “2017 China Camp Education Industry Development Report,” there are currently about 1,500 various types of campsites in China, with only several hundred thousand student participants. The existing market size is approximately 8.6 billion yuan, and it is expected to reach 400 billion yuan in the next 5–10 years. After years of development, camp education in China is bringing new changes to the industry.
Wang Qibo, General Manager/Co-founder of Nanjing Qicheng Education: Based on the traditional concept of camp education, as a practitioner in youth camp education, I believe that venue and supporting service facilities are essential for camp education.
Zhu Weiqiang, Principal of Survivalist Academy, Shanghai Yunbian Investment Management Co., Ltd.: What’s crucial for a campsite is having content. I’ve integrated my own hiking routes, wilderness survival training courses, and other content into the campsite, using a light-asset operational model for rapid replication, ensuring that every project is profitable.
Wang Wei, General Manager of Domestic Division, Irving’s Party: Through the experience of outdoor gear, we can enhance the spread of camp education concepts. For example, children are very interested in setting up tents and barbecuing. We can link barbecuing to the origin of food, thus combining cultural dissemination with skill development and emotional growth.
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Belongs toThe new outdoor landscape of 2018 has already begun—
The13th Asia Outdoor Exhibition (June 28 - July 1),
invites you to meet in Nanjing,
Focus on camping, work together for the outdoors!
The 2018 Asia Outdoor Exhibition recruitment has officially started—
Exhibition inquiry hotline:025-86891013;
Exhibition Express:http://www.asian-outdoor.com/index.php?m=Exhibitor&a=index