"One day, a dome descended from the sky, enclosing a peaceful little town beneath it, cutting off the people inside from the rest of the world," Chai Jing said. "That’s the reality we live in."
Recently, whether on social media feeds or the headlines of major websites, nothing has dominated more than Chai Jing and her independently funded investigative documentary "Under the Dome," with its popularity surpassing that of many hit TV dramas. As "smog" once again becomes a focal point of public attention and media discourse, many travel agencies have started capitalizing on the "smog-avoidance travel" business.
Ms. Xu, an employee at a company, revealed to reporters that she had planned to take her family on a rural trip to Wuyuan in the pleasant spring month of March. She had already booked hotels based on travel guides and made itinerary and budget plans. Now, the buzz around "Under the Dome" has further spurred her family’s desire for a countryside vacation. She said, "Going to the countryside not only allows us to enjoy some quiet time and relax, but also offers beautiful natural scenery and fresh air. It gives us yet another great reason to go — where else can you find such good air?"
Mr. Zhang from Shanghai’s Chateayuan Travel Agency stated that the term "lung cleansing" is no longer novel, and public awareness of smog has been growing for some time. According to the "2014 Chinese Smog-Avoidance Tourism Report," eight out of ten travelers cited avoiding smog as one of the main factors influencing their travel decisions. In addition to promoting top "smog-avoidance travel routes," the agency also included relevant air quality data in its printed brochures.
Feng Zhiguo, Vice President of Xinxin Travel Network, shared his perspective. In recent years, as living standards have risen, people’s pursuit of quality of life has naturally increased. "Nowadays, many tourists are no longer satisfied with superficial sightseeing experiences; they seek 'health' and 'wellness' during their travels. The air quality concerns raised by 'Under the Dome' have garnered widespread attention. From a social responsibility standpoint, scenic areas can further raise awareness about air protection by 'selling fresh air,' guiding tourists toward greener, low-carbon lifestyles and habits."
Feng Zhiguo noted that from a tourism marketing perspective, "Under the Dome" uncovers significant market potential in exploring alternative possibilities between smog and clean urban living. With increasing competition in the travel industry, agencies can leverage scenic spots with good air and environmental conditions to develop "smog-avoidance travel" opportunities and create "fresh air tours." These could help drive a wave of health-focused travel among idle middle-aged and elderly tourists after the Spring Festival.
It is understood that currently, due to the popularity of "Under the Dome," the smog-avoidance travel routes launched by Xinxin Travel Network have attracted many tourists from heavily polluted areas. Fresh air and clean rivers are becoming key factors in their choices. For example, in the "Travel Advisor" channel, upcoming spring travel routes are being recommended by advisors who suggest picturesque mountain and water scenic areas with better air quality as destinations to escape the smog — and these can be grouped into themed series.
Famous tourism economics and management expert Wei Xiao’an believes: "Uniqueness is the soul of tourism, culture is its foundation, environment is its root, and quality is its essence." The "smog-avoidance travel" product is a form of tourism innovation and marketing strategy — a short-term concept product driven by recent air quality concerns. For travel agencies to secure long-term, stable customer bases, they must rely on diversified marketing strategies and high-quality service offerings. Traditional travel agencies, in their transformation and development, should consider the travel intentions of more tourists and provide better and more diverse travel services.