全球领先的新经济产业第三方数据挖掘与分析机构
关于“游学”的报告
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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. -
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