开学季"过客"转化为城市文旅"常客"

开学季正在成为家庭旅游的新热点。以送孩子上学与家庭出游相结合的"送学游"业态受到关注，这种兼具双重需求的新型亲子游正吸引越来越多送学家庭参与1。8月下旬，高校周边3公里内的酒店及民宿预订量保持高位运行1。

便捷低廉的交通成本为这一趋势提供了基础支撑。杭州飞北京的单程机票仅需300多元，乌鲁木齐飞北京最低则为500多元1；动车组学生票按执行票价的7.5折优惠，且不低于公布票价的4折1。与此同时，多地政府部门推出专属优惠政策吸引送学家庭消费。成都推出了"新生有礼"专属礼遇季，新生凭录取通知书即可申领体验卡，随行亲友还可享受5折优惠1。

业内人士指出，"送学游"正在从短期消费红利演变为围绕家庭群体的"长尾消费"1。如何将开学季的"过客"转化为全年消费的"常客"，已成为城市文旅发展的重要课题1。

The back-to-school period has emerged as a new focal point for family tourism, with "send-off travel" gaining popularity as a dual-purpose family getaway that combines dropping children off at university with leisure tourism 1. This trend is being driven by affordable transportation options and targeted incentives from cities seeking to convert temporary visitors into repeat consumers throughout the year.

Transportation costs have become increasingly accessible for families undertaking these journeys. Train tickets for students are offered at a 25 percent discount off the regular fare, though the discount cannot fall below 40 percent of the published base price 1. Flight options are equally competitive, with fares from Hangzhou to Beijing starting at just over 300 yuan for a one-way ticket, while routes from Urumqi to Beijing begin at just over 500 yuan 1. Hotel and hostel bookings within a 3-kilometer radius of universities remained consistently high throughout late August 1.

Cities across China are implementing specialized promotional campaigns to encourage spending by families accompanying new students. Chengdu has launched a "New Student Welcome" seasonal initiative, allowing incoming students to collect experience cards using their university acceptance letters, while accompanying family members receive 50 percent discounts on participating venues 1. Industry expert Wei Xiang notes that "send-off travel" is transitioning from a short-term promotional benefit into sustained "long-tail consumption" centered on family groups 1, suggesting that converting back-to-school season visitors into year-round city tourists represents a critical challenge for municipal cultural and tourism departments.