On Aug 17th, the results of the "Discovering New Tourism in Sichuan·2023 Sichuan Summer Resort Promotion Event" hosted by Sichuan Daily were announced. Tianma Mountain Tourist Resort in Bazhong, Sichuan province was selected.

Tianma Mountain [Photo/spotlightbazhong.com]

When it comes to escaping the summer heat in Bazhong, it's not just about Tianma Mountain.

Tianma Mountain [Photo/spotlightbazhong.com]

This summer, many tourists have sought refuge in natural air-conditioned areas - scenic areas such as Guangwu Mountain, Tianma Mountain, Nuoshui River, and Kongshan, where they can enjoy the cool mountains and rivers.

Bazhong's scenic spots welcome a cool-seeking tourism heat

In Bazhong, drifting in the Nuoshui River Cavern is also a great "remedy" for beating the summer heat.

Nuoshui River Cavern [Photo/spotlightbazhong.com]

On the afternoon of Aug 16th, a long queue formed at the starting point of drifting in the Nuoshui River Cavern, with people eagerly waiting to embark on the adventure.

In addition to the thrilling and exciting drifting experience, visitors can also admire the spectacular geological wonders carved by nature in the group of caves with a constant temperature of 18°C," said Xu Songlin, director of the Culture and Tourism Bureau of the Cultural Tourism New Area.

In June alone, the Nuoshui River Scenic Area received a total of 54,400 visitors, with Guangwu Mountain Scenic Area and Micang Mountain Scenic Area attracting 47,900 and 136,800 visitors, respectively. In this scorching summer, the entire Cultural Tourism New Area has welcomed a new wave of summer retreat, according to Xu.

Enhancing visitor experience: scenic spots introduce strategies to retain tourists

"Developing summer resort tourism should start from the demands of tourists as short-term residents, and further innovate the connotation and extension of tourism services." The relevant person in charge of the Municipal Bureau of Culture, Radio, Television and Tourism mentioned that summer resort tourism has the characteristics of residence. The length of stay for tourists is longer than that of sightseeing tourism and vacation tourism, and some can even last for several months.

In this case, excellent summer resort tourism products should innovate the traditional elements of tourism and the development ideas of tourism scenes, starting from the tourists' living in a different place, and creating a convenient living environment for summer resort tourists.

Recently, the data center of the Ministry of Culture and Tourism conducted a survey on the summer tourism market in traditional hot cities. The data showed that the overall intention to travel in traditional hot cities reached 94.6% in the third quarter of this year. In terms of travel frequency, 38.4% of residents are planning to travel twice during the summer vacation, while 35.1% are planning to travel three times. In order to meet the demands of tourists and promote repeat visits, various scenic spots are also making efforts.

Guangwu Mountain Scenic Area combines local characteristics and tourists’ needs in the summer to launch multiple high-quality health resort and summer tourist routes. Tourists can play in the mountain streams and springs, visit the picturesque scenery, stroll along the health resort forest road, and enjoy a leisurely summer life like a paradise. There are also camping, outdoor barbecues, starry sky tents, concerts, starry sky movies, jungle adventures and other activities.

Guangwu Mountain Scenic Area [Photo/spotlightbazhong.com]

In Tianma Mountain, Bazhou district, over 20 cool summer activities of six series have been launched to welcome tourists from home and abroad.

Increasing footfall: expanding consumer market by tapping into summer potential

To get a share of the summer tourism market, travel agencies have already made preparations. "In terms of product design, travel agencies have simultaneously launched 2 to 3-day, 3 to 5-day, and other vacation summer tours, including a 5-day tour and a 7-day tour to Guangwu Mountain, a 1-day tour to Nuoshui River, and more short to medium-term products," said Lu Liang, a staff member of Bazhong Hongyao Travel Agency.

The scenic areas have also seized the opportunities in summer vacation and made vigorous efforts to promote "study tour" as a special product.

Previously, the Cultural Tourism New Area released four study tour routes, including red culture-themed study, historical folk-themed study, geological popular science-themed study, and ecological popular science-themed study. "The improvement of national income level and per capita travel frequency has driven cultural and tourism consumers to transition from materialistic to spiritual experiential consumption. People are no longer satisfied with superficially appreciating the scenery, but are seeking to deeply experience the local customs and culture," said Xu Songlin.