This summer, renowned museums across China have witnessed an unprecedented surge in demand, with tickets becoming increasingly hard to get. More and more primary and secondary school students are choosing to broaden their horizons and gain valuable experiences through study tours.

Data indicates that from January to June 2023, the number of students participating in study tours organized by Ecwalk, a prominent travel agency based in Guangzhou, has more than doubled compared to the same period in 2019, reaching a level that is 70% of the total for the entire year of 2019.

Furthermore, over 70% of respondents expressed their intentions to travel during the summer vacation, with a staggering 90% of them being "under 18-year-olds and children." They represent the major customer base for the summer of 2023.

Various types of study tours have gained immense popularity this summer. Cities like Beijing, Shanghai, Xi'an, Nanjing, and Chengdu, known for their rich cultural heritage and modernity, have become favored destinations for both families and people interested in study tours. Parents and students are seeking diverse, enriching, and experiential study opportunities, with a particular focus on traditional and intangible cultural heritage. Well-known historical and cultural sites and human heritage destinations within China have become hotspots for study tours.

At the Natural Exhibition Hall of the Guangdong Museum, many students are participating in the "Marine Mollusks" course. The hall displays specimens of marine creatures like sharks and devilfish. Children are earnestly listening to explanations while diligently recording their findings in their educational manuals. In the Guangdong Culture Tourist Park of Fishing and Farming at the foot of Xiqiao Mountain in Foshan, parents and children are working together, using hand-operated silk-reeling machines replicated those from the Han Dynasty to unwind silk cocoons, learning the ancient art of silk reeling. They are also using tools made from bamboo and wood to open silk cocoons, which is the first step in making silk quilts, and using silk and fan templates to create round fans symbolizing family reunions.

Industry insiders emphasize that the essence of education travel lies in "learning" rather than just "traveling." To create exceptional educational travel products, agencies go through a series of service development processes such as demand collection, resource exploration, service-demand matching, and optimization. To establish practical and widely applicable standards, relevant authorities should lead the way in developing specialized educational courses, industry standards covering qualifications of market entities, certification of educational guides, course design, pricing, promotion, marketing, and service guarantees. This ensures that consumers can enjoy high-quality services at reasonable prices.

中国青少年研学游成暑期热潮

今年暑期，多地知名博物馆“一票难求”变成了常态，越来越多的中小学生选择在研学实践教育中开阔眼界、增长见识。

数据显示，2023年1-6月，中国旅行社广之旅组接的研学人数规模较2019年同期增长超过2倍，并达到2019年全年7成水平。

同时，超过7成受访者表示暑假期间有出游计划；而其中，同行人为“18岁以下青少年及儿童”的占比高达9成，是2023年暑假期间的主流客群。

今年暑期，各类研学游产品颇受青睐。北京、上海、西安、南京、成都等文化底蕴足、现代化程度高的城市受到亲子和研学旅游者偏爱。家长和学生注重暑假研学体验的多样性、丰富性、体验性，主题以传统文化、非遗文化为主，国内知名的历史文化景点、人文古迹胜地同样成了热门研学地。 

在广东省博物馆自然展厅，不少学生正体验《海洋软体动物》研学课。展厅内悬挂着鲨鱼、魔鬼鱼等海洋生物标本，孩子们一边聆听讲解，一边在研学手册上认真记录。在佛山西樵山下的渔耕粤韵文化旅游园，父母与孩子一起，摇着仿汉代的手摇缫丝机剥茧抽丝，学习体验最古老的缫丝工艺；用竹子木头制作成的工具，给蚕茧开屏，体验制作蚕丝被的第一道工序；用蚕丝与团扇模板制作代表全家团圆的团扇。

有业内人士表示，研学的本质重点在“研”而非“游”。好的研学游产品需要通过需求收集、资源深挖、服务匹配、筛选优化等一系列研发过程。为形成真正的、可广泛操作的标准，应由相关部门牵头，开发有针对性的专业化研学课程，在市场主体资质、研学指导师认证、课程设计、价格制定、宣传营销、服务保障等各个环节加快制定行业标准，确保消费者能以合理的价格享受到高质量的服务。

文｜羊城晚报全媒体记者 黎存根
翻译｜刘佳慧
责编 | 王瑜瑛