With summer hitting its peak, temperatures across the country have soared. Yet the booming tourism industry appears hotter than even the weather. With the continuous push for supply-side structural reform in the tourism sector, many destinations have launched (or are launching) cultural and contemporary consumer projects, offering both meaningful and engaging activities to cater to the diverse and personalized consumption needs of tourists. These new projects, new activities, new models and new content have made this summer's tourism exceptionally innovative and popular.

This summer, people have been seeking cool and serene vacation destinations. Following the broadcast of TV series To the Wonder, the blue skies, white clouds, snow-capped mountains, grasslands, lakes and pastures of the Altay region of the Xinjiang Uygur autonomous region have drawn an increasing number of tourists. Other popular destinations include the highland sceneries of western Sichuan and the Gannan Tibetan autonomous prefecture in the southwestern part of Gansu province.

River rafting, too, has become a popular summer activity for tourists seeking a thrilling experience. For instance, the Shanmu River in Guizhou province, known as "China's first rafting site", is famous for its clear waters surrounded by beautiful peaks. The night rafting project allows visitors to enjoy the scenic beauty of the river and its environs and the light shows in the valley.

In today's fast-paced world, many yearn for complete relaxation during vacations. The rich charm of Dunhuang in Gansu attracts many visitors with activities such as camel rides, sand-boarding and stargazing campsites. Under the starry sky, with sand dunes as seats and the Crescent Moon Lake in the backdrop, visitors are mesmerized by the stunning scenery and fireworks, feeling at one with nature.

Micro-travel and city-walks offer a sense of warmth and adventure in lesser-known destinations. Urban renewal programs have transformed small town alleys and the cultural districts of ancient cities into vibrant urban "scenic spots" with exhibitions, markets, music and lighting displays, creating a unique local atmosphere. For example, the southeastern area of Datong ancient city in Shanxi province hosts "Buddha-themed" cultural activities, blending modern and retro, art and history to create a relaxed learning atmosphere that adds new charm to this millenniums-old city.

Besides, young people's travel preferences are becoming increasingly personalized. Their focus is not just the tourist destinations but also the purpose of travel. Technological and immersive experiences are now a key part of their travel goals. For instance, the "Infinite Sea — Immersive AI Digital Art Exhibition" at the Shandong Art Museum, China's first AI-generated content exhibition, blends various art forms to provide a multi-dimensional immersive experience.

In addition, "dopamine travel" has become a popular trend among young tourists. "Dopamine travel" refers to the bright and vivid colors at tourist sites that make people feel happy. Activities such as savoring global delicacies, finding standout museum exhibits, collecting stamps at scenic spots and taking "vibrant" photographs reflect the growing importance tourists attach to emotional satisfaction. Travel activities nowadays are also about interpretations, imagination and the celebration of nature, which allow tourists to not only watch cultural activities but also participate in them.

Summer is also the peak season for red-themed study tours. This year marks the 90th anniversary of the Long March, and Ruijin in Jiangxi province has themed its tours around "The Decision and Departure of the Long March", connecting revolutionary sites, exhibition halls, the Red Army and traditional villages with historical trails. Such tours attract many visitors from diverse educational backgrounds by offering high-quality cultural tourism services. While tour guides enrich tourists' experiences by giving them a detailed background of the sites, the tourists get to view historical artifacts and retrace the Red Army's footprints, promoting the Long March spirit.

Red tourism in the Gannan Tibetan autonomous prefecture has become increasingly popular because of the rising demand for parent-child and study tours in July. And red-themed shows such as the "Great Turn", "Jinggangshan" and "The First Crossing of the Long March" have become highly sought after events, prompting audiences to appreciate the courage and sacrifices of the revolutionaries and "immerse" themselves in the revolutionary era.

From mountain adventures to city-walks, from artistic trends to red-themed study tours, summer tourism activities are diverse and vibrant. The everyday and frequent nature of tourism has given rise to a series of exquisite and beautiful niche attractions and cultural tourism products, creating new spaces and experiences where art and culture blend perfectly with nature.

But since tourism-related consumption depends on people's diverse needs, cultural tourism marketing must shift focus and view the developments with a new perspective. And to achieve sustainable long-term development, the tourism sector should cater to tourists' diverse needs, narrate interesting stories, create rich and interesting destination images, and enhance travelers' experiences by adopting a scenario-based approach to promoting tourism.

Moreover, the balanced and comprehensive development of the tourism industry entails the adjustment of related policies. For example, for the domestic tourists, the public holiday and paid holiday arrangements should be modified to make the tourist flow more scattered in terms of time across the year. And for inbound tourists, the travel services should be further facilitated and language barriers should be eliminated.

Song Rui is director of the Tourism Research Center at the Chinese Academy of Social Sciences; and Tao Zhihua is a PhD candidate at the University of the Chinese Academy of Social Sciences.

The views don't necessarily reflect those of China Daily.

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