Recently, China Central Television and the National Bureau of Statistics jointly released the 2013-2014 edition of the "China Economic Life Survey." The survey shows that tourism consumption has ranked second on the list of Chinese household consumption plans. This data reflects a new change in the economic life of China—tourism demand by family units 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 popularizing "Home Parties"; in Hong Kong, China, it is playfully referred to as a "轰派" (home party).
The domestic tourism market has also seen the emergence of products targeting family groups as the main consumer base. For example, Zhonghong Co., Ltd. (stock code: 000979) is focusing on building a "new fun place for the whole family"—the New Wonderland International Resort. "Family" has become an increasingly prominent keyword in the minds of the Chinese people.
Huang Xiaoming and Angelababy are the joint spokespeople for the New Wonderland International Resort
One world, one "family value"
We used to have a stereotype that Eastern cultures value family, while Western cultures emphasize "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 the family.
Currently, many media outlets in the United States are discussing a best-selling book—*From Family Breakdown to America’s Decline*. The book outlines the connection between family breakdown and economic recession. The author argues that unstable families significantly increase the burden on taxpayers, costing the U.S. at least $112 billion more each year due to family disintegration. In the author’s view, harmonious families are the cornerstone of social prosperity, and the best way to address wealth inequality in the U.S. is to revive traditional marriage and family values.
While Americans emphasize the revival of family values, the Middle East, known as the "global billionaire hub," which holds vast wealth, shares the same perspective. A research report on the tourism industry by the Dubai Chamber of Commerce and Industry suggests that family tourism has become an important part of economic development in Islamic regions. The analysis specifically mentions that in the 2013 Regional Tourism Industry Competitiveness Index, the UAE ranked first, precisely because it provides services tailored for families.
It can be seen that, regardless of culture or religious belief, the emphasis on family and kinship is universal. When we shift our focus back to the value of family and kinship, those otherwise dry and rigid economic figures seem to take on a warmer, more heartfelt dimension.
A family-friendly "New Wonderland"
The strong global tourism market demand for "whole-family travel" has given rise to the creation of new cultural tourism products. In China, Zhonghong Co., Ltd. launched a brand-new independent brand this year—the New Wonderland International Resort. It is reported that the New Wonderland targets family-oriented consumer groups as its primary audience, aiming to develop a comprehensive range of leisure products integrating vacation travel, theme parks, cultural recreation, health and wellness, and high-end commerce, bringing together products that cater to the vacation needs of different family members.
This unprecedented "New Wonderland" will meet the diverse vacation needs of every family member: the younger generation seeks thrilling experiences like amusement and sports; the elderly prefer wellness-focused leisure activities for relaxation; some business professionals need to balance work and leisure... The one thing they all share is the desire to spend holidays with their families and enjoy the vacation together.
The New Wonderland considers the needs of each family member and creatively meets these needs through a rich variety of offerings within the same resort. In the future, the New Wonderland will present a heartwarming picture of vacation life: children laughing in the theme park; working professionals reuniting with their families at home in the resort after business meetings; the elderly finally enjoying a more tranquil and pleasant vacation. Living joyfully together brings family members closer.
Turn weekends into the best time to nurture family bonds
Besides taking long vacations to travel with the whole family, weekends are also an important time to strengthen family ties. Best-selling American author Penelope believes that if weekdays are filled with heavy work, action must be taken on the weekends—it's the perfect opportunity to clear the mind and generate new ideas. Doing something fun with family and friends is not only about nurturing relationships but also provides positive mental energy for your future work.
The American love for "Party" culture has made "Home Parties," or weekend family gatherings, increasingly popular. In Hong Kong, it’s playfully called a "轰派" (home party). Most middle-class American families live in suburban villas, and on weekends, the whole family gathers in the villa yard, enjoying the pastoral scenery while preparing a rich meal together. Occasionally, more friends and neighbors are invited to chat and enjoy good food, creating a joyful weekend.
This joyful weekend "轰派" is also the lifestyle advocated by the New Wonderland. Most New Wonderland resorts are located in picturesque scenic areas, maintaining an appropriate distance from the hustle and bustle of the city. At the same time, besides developing theme parks and commercial facilities, the New Wonderland also plans for saleable tourism real estate. These resort properties provide the ideal setting for Chinese families’ weekend "轰派."
It is reported that the New Wonderland International Resort · Beijing Yuma Fang project will soon be launched. Located in Pinggu, a traditional scenic area of Beijing, once the project is unveiled, Chinese families in Beijing and the Bohai Rim region will be the first to experience this uniquely fun and refreshing vacation lifestyle.