#Shenzhen #Education #Cultural Tourism #Study Tours

Overview of the Study Tour Market

Since early 2024, the study tour market has shown robust performance, primarily driven by a notable rise in cultural tourism orders, especially during peak holiday periods like summer and National Day. Companies such as New Oriental and Shandong Publishing Group have reported substantial year-on-year revenue increases in their study tour offerings. Additionally, internet celebrity Zhang Xuefeng's involvement has sparked even greater interest in the industry. Yet, amidst this growth, the market is also facing challenges such as disarray and a downturn in high-end products, leading to an evolution marked by both opportunities and obstacles.

I. Industry Background

Favorable Policies and Demand-Supply Balance

The concept of study tours is a novel business strategy that interconnects education, culture, and tourism, effectively marrying educational elements with cultural tourism. The demand for high-quality education and the recovery in the tourism sector have propelled the study tour segment into a crucial niche within both cultural tourism and education.

According to the China Tourism Academy, the domestic procurement and bidding for study tours for schools surged in the first half of 2024, exceeding levels from the same period in 2023 and anticipated to outperform 2019 figures.

On the regulatory side, a push from various governmental departments has ensured ongoing support through resource allocation and initiatives designed to bolster the sector. Projects like study tour camps and educator training programs are being tailored to align with the characteristics of different regions. For instance, a recent initiative in Sichuan Province aims to innovate the