MoonFox Analysis | From Significant Growth to Rational Cooling: The Study Tour Market Enters a Transitional Phase
Aurora Mobile's (JG) MoonFox Data division released an analysis of China's study tour market in 2024. The report highlights significant growth in cultural tourism orders during peak seasons, with companies like New Oriental reporting a 221% year-over-year revenue increase in their study tour segments. The Ministry of Education has approved 581 national-level study tour bases and 40 camps, indicating strong infrastructure development.
The market shows increasing user engagement, with 81.9% of mobile tourism platform users interested in educational products as of September 2024. However, the sector faces challenges including product homogeneity and pricing issues. The industry is transitioning towards more rational demand, with opportunities in market expansion to college students and working professionals.
La divisione MoonFox Data di Aurora Mobile (JG) ha pubblicato un'analisi del mercato dei viaggi studio in Cina per il 2024. Il rapporto evidenzia una crescita significativa negli ordini di turismo culturale durante le stagioni di punta, con aziende come New Oriental che riportano un aumento del 221% nel fatturato anno su anno nei loro segmenti di viaggi studio. Il Ministero dell'Istruzione ha approvato 581 basi di viaggio studio a livello nazionale e 40 campi, segnalando uno sviluppo robusto delle infrastrutture.
Il mercato mostra un crescente coinvolgimento degli utenti, con l'81,9% degli utenti delle piattaforme di turismo mobile interessati ai prodotti educativi a settembre 2024. Tuttavia, il settore affronta sfide come l'omogeneità dei prodotti e le problematiche di prezzo. L'industria sta transitando verso una domanda più razionale, con opportunità di espansione verso studenti universitari e professionisti.
La división MoonFox Data de Aurora Mobile (JG) lanzó un análisis del mercado de viajes de estudios en China para 2024. El informe destaca un crecimiento significativo en los pedidos de turismo cultural durante las temporadas altas, con empresas como New Oriental que reportan un aumento del 221% en sus ingresos interanuales en los segmentos de viajes de estudio. El Ministerio de Educación ha aprobado 581 bases de viajes de estudio a nivel nacional y 40 campamentos, lo que indica un fuerte desarrollo de la infraestructura.
El mercado muestra un aumento en el compromiso de los usuarios, con el 81,9% de los usuarios de plataformas de turismo móvil interesados en productos educativos a partir de septiembre de 2024. Sin embargo, el sector enfrenta desafíos como la homogeneidad de los productos y problemas de precios. La industria está en transición hacia una demanda más racional, con oportunidades de expansión hacia estudiantes universitarios y profesionales en activo.
오로라 모바일(Aurora Mobile)의 MoonFox Data 부서가 2024년 중국 유학 여행 시장에 대한 분석을 발표했습니다. 이 보고서는 성수기 동안 문화 관광 주문의 상당한 성장을 강조하며, New Oriental과 같은 기업이 유학 여행 부문에서 전년 대비 221%의 수익 증가를 보고하고 있습니다. 교육부는 581개의 국가적 유학 여행 기지를 승인하고 40개의 캠프를 인정하여 강력한 인프라 개발을 나타내고 있습니다.
시장은 사용자 참여가 증가하고 있으며, 2024년 9월 기준 모바일 관광 플랫폼 사용자 중 81.9%가 교육 제품에 관심을 보이고 있습니다. 그러나 이 부문은 제품 동질성 및 가격 문제와 같은 도전에 직면해 있습니다. 산업은 대학생과 직장인으로의 시장 확장 기회로 더 합리적인 수요로 전환되고 있습니다.
La division MoonFox Data d'Aurora Mobile (JG) a publié une analyse du marché des voyages d'études en Chine pour 2024. Le rapport met en évidence une croissance significative des commandes de tourisme culturel pendant les périodes de pointe, avec des entreprises comme New Oriental signalant une augmentation de 221 % de revenus d'une année sur l'autre dans leurs segments de voyages d'études. Le ministère de l'Éducation a approuvé 581 bases de voyages d'études nationales et 40 camps, ce qui indique un développement solide des infrastructures.
Le marché montre un engagement croissant des utilisateurs, avec 81,9 % des utilisateurs de plateformes de tourisme mobile intéressés par des produits éducatifs en septembre 2024. Cependant, le secteur fait face à des défis comme l'homogénéité des produits et des problèmes de tarification. L'industrie se transitionne vers une demande plus rationnelle, avec des opportunités d'expansion vers les étudiants universitaires et les professionnels en activité.
Die MoonFox Data-Abteilung von Aurora Mobile (JG) hat eine Analyse des Studienreisenmarktes in China für 2024 veröffentlicht. Der Bericht hebt ein signifikantes Wachstum der Bestellungen im Bereich des Kulturtourismus während der Hauptsaison hervor, wobei Unternehmen wie New Oriental einen Anstieg von 221 % im Jahresvergleich bei den Einnahmen in ihren Studiensegmenten melden. Das Bildungsministerium hat 581 nationale Studienreisebasen und 40 Lager genehmigt, was auf eine starke Infrastrukturentwicklung hinweist.
Der Markt zeigt ein steigendes Nutzerengagement, da 81,9 % der Nutzer mobiler Tourismusplattformen im September 2024 an Bildungsprodukten interessiert sind. Der Sektor steht jedoch vor Herausforderungen, darunter Produkt-Homogenität und Preisprobleme. Die Branche macht einen Übergang zu einer rationaleren Nachfrage und bietet Chancen zur Markterweiterung für Studierende und Berufstätige.
- Study tour segment revenue grew 221% YoY for New Oriental in Q1 2025
- Shandong Publishing Group reported 60% YoY revenue growth in study tour business (H1 2024)
- Mind Education achieved 66.64% YoY revenue increase
- User engagement with educational products on mobile tourism platforms increased from 81.2% to 81.9%
- Study tour-related company registrations increased 76.81% YoY in 2023
- Market facing issues with product quality mismatching prices
- Challenges of product homogeneity affecting market differentiation
- Overall order prices decreasing due to more rational consumer spending
- Concerns about inadequate safety measures in the sector
Insights
The study tour market in China is showing positive momentum with notable revenue growth for key players like New Oriental (221% YoY increase) and Shandong Publishing Group (60%+ YoY growth). The sector is experiencing significant expansion, with 2,974 new study tour companies registered in 2023, representing a
However, the market is entering a cooling phase marked by rationalization of demand and pricing pressures. Key challenges include product homogeneity, quality-price mismatches and the "tour without learning" phenomenon. The industry appears to be transitioning from rapid growth to a more mature phase requiring quality improvements and market consolidation.
For Aurora Mobile (JG), this report demonstrates their data analytics capabilities but has direct impact on their core business model. The insights provided through their MoonFox platform show potential for monetization of data services, though the immediate revenue impact appears minimal.
About us: Aurora Mobile (NASDAQ: JG) established in 2011, is a leading customer engagement and marketing technology service provider in China. Its business includes notification services, marketing growth, development tools, and data products. As its sub-brand, MoonFox Data is a leading expert in data insights and analysis services across all scenarios, aiming to help companies gain market insights and empower precise decision-making.
I. Industry background: Favorable Policies and Detailed Implementation Drive Growth in Study Tour Procurement and Training Bases, Indicating a Strong Demand-Supply Balance
Study tours represent a new business model that merges education, culture, and tourism, effectively combining educational functions with cultural tourism elements. As demand for quality education rises and the tourism economy recovers, study tours have evolved into a significant niche within both the cultural tourism and education sectors. According to the China Tourism Academy, from January to July 2024, the domestic procurement and bidding for school-related study tours exceeded the same period in 2023, with expectations for the full year to significantly surpass 2019 levels.
In terms of industry development, ongoing policy support is being provided by various government departments, which are allocating resources and safeguards to facilitate sector growth. This support promotes the establishment of study tour camps, courses, and instructor training. Different regions are also tailoring their initiatives to align with local characteristics. For instance, in
Statistics of 2023 Policy Documents Issued by Departments on Study Tour
Ministry of Culture and Tourism | 13 |
Ministry of Education | 4 |
National Development and Reform Commission | 4 |
National Cultural Heritage Administration | 3 |
Ministry of Agriculture and Rural Affairs | 3 |
General Office of the State Council | 3 |
Ministry of Industry and Information Technology | 1 |
General Administration of Sport | 1 |
Data Source: China Tourism Association Parent-Child Travel & Youth Camps Branch
Data Cycle: 2023
As of June 2024, the Ministry of Education had approved 581 national-level study tour education bases and 40 study tour camps for primary and secondary school students. This increase in the number of bases, camps, and cultural venues, along with the development of related courses and itineraries, has enhanced the study tour product offerings significantly.
2023 New Study Tour Practice Education Base and Camp Statistics
Base | Camp | |
1 | 0 | |
35 | 0 | |
76 | 0 | |
10 | 3 | |
40 | 3 | |
70 | 2 | |
55 | 0 | |
33 | 2 | |
Guangxi Zhuang Autonomous Region | 38 | 0 |
45 | 0 | |
13 | 0 | |
45 | 0 | |
40 | 0 | |
9 | 2 | |
Ningxia Hui Autonomous Region | 46 | 0 |
Data Source: China Tourism Association Parent-Child Travel & Youth Camps Branch
Data Cycle: 2023
According to data from MoonFox iMarketing, the percentage of users engaging with educational products on mobile tourism platforms has risen from
II. Market Performance: Revenue Growth for Multiple Enterprises in the Study Tour Sector, Supply and Channel Capabilities Further Enhanced
As a cross-industry business model, study tours encompass a variety of stakeholders, including cultural tourism groups, educational institutions, and internet companies. The rapid growth in demand and the increasing popularity of this sector have attracted more participants to the market. According to data from Qcc.com, 2,974 study tour-related companies were registered in 2023, representing a year-on-year increase of
Representative Enterprises' Study Tour Business Layout
Enterprise | Layout |
New Oriental | In February 2024, New Oriental will integrate its international study tours, domestic study tour, and camp education businesses into XDF Cultural Tourism, focusing on them as key development areas. |
Xueersi | In April 2024, Xueersi launched 45 new study tour routes, creating standardized short-term study tour products. |
GAOTU | In March 2024, GAOTU registered the GAOTU Cultural Tourism trademark and entered the study tour market, launching meteorology study products. |
Doushen | Doushen, focusing on "Big Chinese" education, established a cultural tourism business, built its own international travel agency, and focused on family and study tours. |
Shandong Publishing Group | Entered the cultural tourism and K-12 study tour market, developing into a comprehensive cultural services platform. |
Mind Education | A leading integrated group in study tour, focusing on study tours, summer and winter camps, and other out-of-school education services. |
New Oriental has made significant strides in developing new business models since 2021, particularly in the study tour sector. By leveraging its existing business experience, teaching staff, cultural assets, and brand strengths, the company has achieved rapid growth. According to official sources, XDF Cultural Tourism, a division of New Oriental, focuses on international study tours, domestic study tours, and camp education. It offers a range of products based on global study tour resources, targeting parent-child groups, K-12 students, and university students. As of the Q1 2025 financial report, New Oriental has expanded its study tour and camp business to over 55 cities nationwide. Revenue from study tours and camps catering to K-12 and college students rose by
Among cultural enterprises, Shandong Publishing Group reported a revenue growth of over
Mind Education, which specializes in K-12 study tours as well as summer and winter camps, achieved a year-on-year revenue increase of
Various companies are now concentrating on diversifying their product lines and strengthening their promotional channels in the study tour market. Gaotu Cultural Tourism has formed partnerships with several organizations, including the China Meteorological Service Association and local government bodies, to collaboratively develop study tour products and intellectual properties. Meanwhile, XDF Cultural Tourism has entered into multi-party strategic agreements with platforms like Fliggy and the Zhejiang Museums Society Study Tour Special Committee to enhance the promotion of study tours across multiple channels. Shandong Publishing Group has also established a resource library of key opinion leaders (KOLs) and developed a "KOL + experiential" customized travel model aimed at family and study tours.
Overall, in the first half of 2024, leading players in the study tour sector have successfully capitalized on rising demand, achieving revenue growth and expanding their businesses by enhancing supply chains and fostering collaboration to improve market competitiveness.
III. Development Analysis: Emerging Issues of "Tour Without Learning," Product Homogeneity, and Overpricing Drive Rational Demand and Industry Transformation
While the study tour sector has experienced rapid growth, several challenges have emerged, including the phenomenon of "tour without learning," mismatched quality and pricing, product homogeneity, and inadequate safety measures. In response to these issues, consumer spending has become more rational, leading to a decrease in overall order prices. The industry is now entering a phase of transformation, characterized by upgrades in both demand and supply.
Data from MoonFox iMarketing, which analyzes online travel user preferences, shows that the Target Group Index (TGI) for higher education and vocational education has surpassed 130. This indicates that the current study tour market, which primarily focuses on parent-child and K-12 sectors, has significant potential for expansion. There is an opportunity to develop products targeting college students and working professionals, thereby diversifying the potential user base and reducing the impact of off-peak seasons. Concurrently, users' expectations are rising, with increasing demands for higher quality in study tour courses, educational outcomes, immersive experiences, and supporting services.
TGI of 2024 September Online Tourism App Education Industry Preferences
Higher Education | 135 |
Vocational Education | 133 |
Language Learning | 126 |
Educational Tool | 122 |
Education Platform | 118 |
Early Education | 114 |
Learning Tool | 111 |
Data Source: MoonFox iMarketing
Data Cycle: September 2024
As demand evolves and competition intensifies, cross-industry collaborations and resource integration will become essential strategies for the study tour sector. By partnering across various industries and target demographics, stakeholders can leverage their unique strengths to enhance cultural tourism and educational resources. This collaboration will facilitate the co-development of study tour routes and courses, allowing for a deeper integration of educational and cultural tourism services, thereby increasing the overall value of study tours.
As product standards become clearer and quality improves, the market is expected to see an increase in volume and a decrease in prices, leading to varied performances among companies. Industry leaders will distinguish themselves through advantages in resources, product offerings, and brand strength, which will expedite the exit of less competitive players from the market.
Moreover, in the context of globalization, international education and inbound tourism remain popular, and the internationalization of study tours is anticipated to accelerate. This trend will manifest through more international collaboration projects, the development of inbound study tour services, and alignment of curriculum systems with international standards, creating opportunities for global expansion in the sector.
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SOURCE Aurora Mobile Ltd
FAQ
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