艾媒咨询 | 2025年中国研学游市场发展状况及消费行为调查数据

随着国民教育文化需求的提升、政府政策红利的释放以及家长教育观念的转变，研学游已成为旅游市场重点发展方向，市场增长潜力持续凸显。根据全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国研学游市场发展状况及消费行为调查数据》显示，2025年中国研学游行业市场规模达2132亿元，同比增长19.04%。艾媒咨询分析师认为，随着中国居民对研学游的关注度不断提高，消费需求将进一步提升，预计2028年，中国研学游行业整体市场规模将突破3000亿元，市场发展空间广阔。
2025年中国消费者让孩子参加研学游项目的主要目的中，“享受自然，体验生活”（36.67%）与“开拓视野，体验多元文化”（36.06%）占据前两位，反映出家长对孩子亲近自然、拓展认知的重视；“放松身心，释放压力”（33.13%）也位列前三，说明研学同样承载着调节学业压力的期待。在为孩子选择项目时，家长最关注的是安全保障（34.21%），其次是行程与路线安排（33.13%）与教育内容与方式（32.51%）。整体来看，当前研学消费呈现出“体验与安全并重”的理性趋势。家长的核心诉求已从单一的知识获取，转向对孩子身心综合成长的关怀。同时，极高的安全关注度说明市场已进入品质化发展阶段，能否提供可靠保障与内容深度的产品，将成为竞争关键。
艾媒咨询分析师认为，未来中国研学游市场将呈现以下发展趋势。一是产品深化与细分，在自然探索、文化沉浸等核心需求基础上，针对不同年龄段、兴趣主题的定制化课程设计将成为主流。二是科技融合增强体验，AR、VR、AI互动等技术的应用将更普遍，在保障安全的同时提升教育的沉浸感与互动性。三是“教育属性”与“服务标准”双升级，家长对行程的安全保障与教育成果的可视化要求将不断提高，推动行业建立更专业、更透明的服务与评估体系，市场竞争将逐步从资源争夺转向内容与品质的竞争。
With the rising demand for education and culture among the public, the release of government policy benefits, and the transformation of parents' educational concepts, study tours have become a key development direction in the tourism market, and their market growth potential continues to be highlighted. According to the latest "2025 China Study Tour Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese study tour industry will reach 213.2 billion yuan in 2025, with a year-on-year growth of 19.04%. Analysts from iiMedia Research believe that as Chinese residents' attention to study tours continues to increase, consumer demand will further rise. It is expected that by 2028, the overall scale of the Chinese study tour industry will exceed 300 billion yuan, indicating a broad market development space.
Among the main purposes for Chinese consumers to have their children participate in study tours in 2025, "enjoying nature and experiencing life" (36.67%) and "broadening horizons and experiencing diverse cultures" (36.06%) rank first and second, reflecting parents' emphasis on their children's closeness to nature and expansion of knowledge. "Relaxing the body and mind and relieving stress" (33.13%) also ranks among the top three, indicating that study tours also carry the expectation of regulating academic pressure. When choosing projects for their children, parents are most concerned about safety (34.21%), followed by itinerary and route arrangements (33.13%) and educational content and methods (32.51%). Overall, current study tour consumption shows a rational trend of "emphasizing both experience and safety". Parents' core demands have shifted from single knowledge acquisition to comprehensive care for their children's physical and mental growth. At the same time, the extremely high safety concern indicates that the market has entered a quality development stage. Whether reliable guarantees and in-depth content can be provided will become the key to competition.
Analysts from iiMedia Research believe that the following development trends will emerge in the Chinese study tour market in the future. First, product deepening and segmentation. On the basis of core demands such as nature exploration and cultural immersion, customized course designs for different age groups and interest themes will become mainstream. Second, enhanced experience through technology integration. The application of AR, VR, and AI interaction technologies will become more common, enhancing the immersion and interactivity of education while ensuring safety. Third, dual upgrades of "educational attributes" and "service standards". Parents' requirements for safety guarantees and visualization of educational outcomes during the journey will continue to increase, driving the industry to establish a more professional and transparent service and evaluation system. Market competition will gradually shift from resource competition to competition in content and quality.

艾媒报告 |2019中国全域旅游产业大数据及标杆案例调查报告

本报告研究涉及企业/品牌/案例：携程，同程旅游，途牛，日光山谷，古北水镇，宋城集团，马蜂窝，众信旅游，去哪儿旅行，艺龙旅行，乐嘉体育，实宝来，四海一品，熊猫酒店，新派餐饮，天景稻香饮食，南岗喜宴，雅歌餐厅，滋粥楼，科尔海热，中青旅， TripAdvisor猫途鹰，百度旅游，驴妈妈旅游


2019年，政府工作报告提出“发展全域旅游，壮大旅游产业”。国家与地方政策、良好的经济环境、社会观念和社会结构的改变以及技术共同推动全域旅游的发展。2018年，中国国内旅游人数55.4亿人次，入境旅游人数1.4亿人次，中国公民出境旅游人数1.5亿人次，保持增长态势。在与全域旅游结合的典型旅游产业中，冰雪旅游、乡村旅游、海岛旅游、亲子旅游、工业旅游等具有较大的投资前景。2017－2018冰雪季，中国冰雪旅游人数达到2.0亿人次；2018中国休闲农业和乡村旅游接待人次达30.0亿人次。2019年，旅游产品逐渐从线下市场转移至线上市场。iiMedia Research（艾媒咨询）数据显示，2018年中国在线旅游市用户规模达3.6亿人，预计2019年在线旅游用户规模达3.9亿人。旅游产品逐渐从线下到线上转移。


In 2019, the government work report proposed “developing global tourism and expanding the tourism industry.“ National and local policies, a sound economic environment, changes in social attitudes and social structures, and technology work together to promote the development of global tourism. In 2018, the number of domestic tourists in China was 5.54 billion, the number of inbound tourists was 140 million, and the number of outbound tourists from Chinese citizens was 150 million, maintaining a growth trend. Among the typical tourism industries combined with global tourism, ice and snow tourism, rural tourism, island tourism, parent-child tourism, industrial tourism, etc. have great investment prospects. In the 2017-2018 snow and ice season, the number of ice and snow tourists in China reached 200 million; 2018 China's leisure agriculture and rural tourism reception reached 3 billion. In 2019, tourism products gradually shifted from offline markets to online markets. According to iiMedia Research, the number of online travel users in China reached 360 million in 2018. It is estimated that the number of online travel users will reach 390 million in 2019. Tourism products are gradually shifting from offline to online.

艾媒咨询 | 2023-2024年中国全域旅游产业运行数据及发展趋势研究报告

2023年是旅游业经历三年疫情之后的复苏振兴之年，仅上半年，旅游业收入就已高于2020年和2022年的旅游年总收入，未来旅游业发展前景较广阔。具体到旅游产品层面，旅游产品线上与线下的消费边界逐渐模糊，但线下文旅服务的体验仍难以取代。

艾媒咨询 | 2023年中国研学游经济市场运行监测报告

随着中国人均收入水平和人均教育文化娱乐支出的提高，人们个人参加和为子女报名参加研学游项目的意愿愈加强烈。政策红利的不断释放和研学游企业数量的增长不断助推研学游行业的发展，iiMedia Research（艾媒咨询）数据显示，2022年研学游行业市场规模为909亿，预计2026年将达到2422亿。

艾媒报告 |2018-2019年中国出境游产业剖析及用户画像深度研究报告

本报告研究涉及企业/品牌包括:同程艺龙、凤凰旅游集团、卓锐科技、携程旅行、去哪儿旅游、同程旅游、飞猪旅游、马蜂窝自由行、途牛旅游、同程旅游、途牛旅游、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

随着居民生活水平的提高，出境游持续走热，中国在线出境游市场规模稳步上升，2018年交易额超万亿。八成出境游游客目的地选择亚洲，跟团游与自由行均得到部分游客的青睐。一二线城市居民是出境游游客的主要来源，80后游客最多，且女性略高于男性。

As the data of iiMedia Research showed, the number of outbound tourists in China maintained a relatively rapid growth，the scale of online outbound tourism market is over trillion in 2018, and the market scale has steadily increased. In the online travel platform with outbound travel business , Ctrip ranks first with 66.2 million monthly activities. China's outbound tourism maintained a high degree of network enthusiasm. New frontier cities contributed the largest new group of outbound tourists. The post-80s generation was the main group of outbound tourists, and female tourists were slightly higher than males.

三峡旅游：2021年第三季度报告

艾媒报告 | 2018上半年中国在线旅游行业研究报告

本报告研究涉及企业/品牌包括:携程、去哪儿网、艺龙旅行、同程旅游、途牛旅游、马蜂窝、飞猪旅游、马蜂窝、腾邦国际、驴妈妈、芒果网、12306、维也纳酒店、锦江之星、汉庭酒店、如家酒店、格林豪泰、全季酒店、城市便捷、海航酒店

iiMedia Research(艾媒咨询)数据显示，2017年在线旅游用户规模已达到3.25亿，预计2018年在线旅游用户规模将达到3.57亿人。2018年5月携程旅行月活跃人数达6855.2万人，领先于其他中国在线旅游平台，去哪儿旅行及同程旅游月活跃人数分别达4719.3万及2221.8万人，位列其后，头部企业月活跃人数相较其他平台领先优势明显。

艾媒舆情 | 2018中国企业舆情传播诊断报告系列——携程

艾媒大数据舆情监测系统显示，2018年以来携程企业多次陷入舆论漩涡，面临天价退票门、大数据杀熟、携程酒店竞价排名等多起舆论事件，网络舆论关注度高，负面舆情对携程企业产生了一定的影响。艾媒舆情对携程企业网络舆情监测发现，携程对三大事件的舆情应对评价指数总体较低，对舆情重视程度不足，造成了负面影响。

艾媒报告|2019Q3中国在线酒店预订行业监测报告

本研究报告涉及企业/品牌/案例：本研究报告涉及企业/品牌/案例：携程，同程艺龙，去哪儿，马蜂窝，途牛，飞猪，阿里巴巴，支付宝，芝麻信用，淘宝直播，美团大学美酒学院

iiMedia Research（艾媒咨询）数据显示，2019年中国在线酒店预订间夜规模预计达到9.03亿，市场继续呈现增长态势。目前新旅游人口开始崛起，90及95后对于景观房、新型酒店、网红酒店的消费偏好均较总体用户强烈，其最高可接受日均间夜价格也比总体用户高出32.5元。新消费认可且具有高消费能力、追求个性化的特点，正逐渐成为行业增长新引擎。

目前中国在线酒店预订行业正处于快速发展阶段，虽然其发展情况与欧美发达国家相比仍有差距，但存在着巨大的市场潜力。iiMedia Research（艾媒咨询）数据显示，超八成中国在线酒店预订用户处于18-39岁阶段，结构呈现年轻化特征，年轻用户及新旅游人口开始成为行业的重要增长引擎。另一方面，三线及以下城市用户占比达三成，下沉市场用户量大，且具备较强的消费意愿和能力，但目前在线化率仅为19.6%，市场仍有巨大开发空间，其发展对于行业的影响也将不断扩大。多方因素影响下，中国在线酒店预订行业的发展呈现良好势头。iiMedia Research（艾媒咨询）数据显示，中国在线酒店预订间夜量规模正逐年扩大，2019年有望突破9亿。

At present, China Online Hotel Reservation Industry is in a rapid development stage. Although its development is still behind that of developed countries in Western countries, there is still huge market potential. As the data of iiMedia Research showed, over 80% of China Online Hotel Reservation users are in the stage of 18-39 years old, with a younger structure, Young users and the new travel population has become an important growth engine for the industry. On the other hand, 30% of China Online Hotel Reservation users are from the third-tier and below cities, the scale of the users in the sinking market is large, and they have strong willingness and ability to consume. However, by far the online penetration rate of the sinking cities is only 19.6%, the market still has a huge development space, and the impact of its development on the industry will continue to expand. Under the influence of various factors, the development of China Online Hotel Reservation Industry shows a good momentum. As the data of iiMedia Research showed, the scale of China Online Hotel Reservation room nights is expanding year by year, and it is expected to exceed 900 million in 2019.

艾媒咨询 | 2021-2022年中国露营经济产业现状及消费行为数据研究报告

本报告涉及的案例/品牌/企业：大热荒野，木兰草原风景区，挪客，牧高迪

受到整体旅游市场增长带动，以及消费者对短途旅游和更贴近体验自然的倾向，中国露营营地市场规模持续增长。iiMedia Research(艾媒咨询)数据显示，2014年至2021年中国露营营地市场规模从77.1亿元增至299.0亿元，预计2022年增速达18.6%，市场规模达354.6亿元。随着露营经济的发展，目前已经出现了“营地+景区”模式、“营地+田园”模式、“营地+研学”模式、“营地+体育”模式、“营地+玩乐”模式、“营地+演艺”模式等，预计未来露营营地仍会朝着多样化、创新化道路发展。
Driven by the growth of the overall tourism market and consumers' tendency to travel for short distance and experience nature more closely, the market scale of camping camps in China continues to grow. According to iimedia research, from 2014 to 2021, the market scale of camping camps in China increased from 7.71 billion yuan to 29.9 billion yuan. It is expected that the growth rate will reach 18.6% and the market scale will reach 35.46 billion yuan in 2022. With the development of camping economy, there have been "camp + scenic spot" mode, "camp + Pastoral" mode, "camp + research and study" mode, "camp + sports" mode, "camp + play" mode and "camp + performing arts" mode. It is expected that the camping camp will continue to develop towards diversification and innovation in the future.