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 Travel Day," aiming to promote family-oriented culture under the new normal of tourism development.
Family travel is a common way of traveling in developed countries in Europe and America, and it is now increasingly accepted by the Chinese public. In fact, in China’s long-standing historical and traditional culture, family outings have also been the norm.
As early as the Spring and Autumn Period, there were lines such as “In late spring, when spring clothes are ready, five or six adults and six or seven children go bathing in the Yi River, breeze in the dancing altar, and return home singing.” Five or six adults take six or seven children, gathering friends to enjoy the splendor of spring and the joy of travel. Meanwhile, harmonious and joyful family outdoor gatherings such as “opening the window to face the fields, drinking wine and celebrating mulberry and hemp” occupy much of people's leisure life. Even if they cannot travel together, thoughts and emotions such as “knowing from afar that my brothers have reached the heights, all but one are here with dogwood” often linger in the heart.
Travel is the best way for families to bond emotionally and enjoy familial happiness. Although the development of the times has transformed the traditional mode of family living into smaller units, and the fast-paced urbanization process keeps Chinese families busy, the concept of “a complete family gathered together” remains deeply rooted and has not faded. With the improvement of living standards, more people choose to step away from the hustle and bustle of urban life, return to their families, and reconnect with nature. Family travel has become a major highlight in today’s tourism industry 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. This shows that the family has become one of the key factors influencing people's travel decisions.
Although many traditional festivals in China are closely related to the “family,” Mount Wudang still advocates establishing a "Family Travel 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 Mount Wudang culture — “Happiness, Longevity, Health, and Peace” — is a reflection of family-oriented culture, encompassing wishes for happiness, health, and tranquility. Among the visitors who come to tour Mount Wudang, there are many family groups, and the trend of “the whole family traveling to Mount Wudang” is gradually spreading across the mountain.
In April of this year, Mount Wudang launched the “Visit the Immortal Mountains of Wudang, Win a Fengshen Car” campaign, offering a monthly lottery draw with the prize of a Fengshen A30 car to encourage entire families to visit Wudang. In addition, Mount Wudang has also introduced the “Happiness, Longevity, Health, and Peace” annual series of activities, aiming to promote the concept of “family travel” around the theme of the “family” through a combination of online and offline interactions. Currently, one of the activities in the “Happiness, Longevity, Health, and Peace” series — the “Give Your Parents a Hug” old photo collection campaign — is underway. The event will select eight families to be awarded free trips to Mount Wudang.
Zhang Xingjie, deputy director of the Brand Research Institute at Wuhan University, stated that the establishment of “Family Travel Day” reflects the development of the tourism market and the transformation of tourism consumption patterns, as well as recognition of the current mainstream tourism methods.
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 easy to fulfill, allowing people to embark on spontaneous family trips at any time. The establishment of “Family Travel Day” can be said to have landmark significance.