One-Stop Overview of the Camping Industry

After the pandemic, camping has surged in popularity, and many scenic areas are eager to develop their own campsites.

What is a campsite? One useful definition is: a campsite is a small recreational community with natural scenery where people can use their own camping facilities, such as tents, RVs, or rental units like tents, cabins, mobile villas, and RVs, for short- or long-term stays. Campsites are equipped with sports and leisure facilities, entertainment activities, performances, and public service infrastructure. They occupy a certain area and ensure safety, creating a secure and enjoyable environment for outdoor living.

Economic Overview:
Boutique or “glamping” sites typically have an average spending per customer of ¥200–500, with a gross margin of 60–70%. The return on investment is faster than traditional homestays, often recovering costs within 2–3 months during peak season. By 2021, China had over 30,000 camping-related enterprises, with more than 15,000 new businesses added that year. According to CCTV Finance, between January and April 2022, over 7,200 new camping-related companies were registered in China.

Moreover, on April 1, 2022, the revised “Regulations on the Application and Use of Motor Vehicle Driving Licenses” introduced the new vehicle category “Light Towable Trailer”. Applicants must obtain the license through additional training and examination, meeting three requirements to acquire a C6 license. This regulatory change signals a growing opportunity for China’s RV market. Combined with the post-pandemic surge in camping, these developments set the stage for a major growth phase in the industry.

1. Camping Overview

The pandemic and expanded driving licenses have created new opportunities for camping. Abroad, camping is already a well-established lifestyle.

The Era of Stylish Camping:
2020 has been recognized as the “Year of Stylish Camping” (similar to boutique glamping), which spurred growth along the entire industry chain.

• In 2020, China had 8,315 camping-related enterprises, a 200% year-on-year increase.

• In 2021, the number rose to approximately 17,579, a 111.4% increase.

• CCTV Finance reported that since January of this year, sales of outdoor tents grew 119% YoY, outdoor benches 239%, and large tents, tarps, and folding tables/chairs more than doubled.

Domestic tourism no longer satisfies the desire for unique experiences. People now seek DIY fun—gathering around a campfire with friends under the stars, enjoying fresh air, and falling asleep in temporary beds.

China’s camping boom has been fueled by social media, almost independently of traditional tourism. For some, it is a trendy lifestyle; for others, a revival of an old concept. Most participants simply seek a return to nature.

Over two years, hundreds of campsites have sprung up around city outskirts, forests, and mountains, creating intimate links between urban life and nature. Outdoor living inspires creativity and influences urban aesthetics.

Camping has also become a form of social “one-night utopia,” where city dwellers gather, camp together, and create temporary communities. When the event ends, tents are packed away, and hundreds of people return to city life—leaving behind only memories of a night spent in nature. Tents, lawns, retro tarps, patterned blankets, kerosene lamps, and campfires evoke romance, freedom, and personal expression.

2. The Big Business Behind Camping

Data shows that in 2020, posts about camping on Xiaohongshu increased 271% YoY, with camping-related posts up 170%. From January 1 to May 31 this year, searches for camping on Xiaohongshu increased 428% YoY.

According to Qichacha, China currently has 21,000 camping-related enterprises. In 2020, 7,933 new camping enterprises were registered, a 331.6% increase. In the first five months of this year, 6,957 new companies were registered, a 286.5% increase.

Although camping in China is growing rapidly, it is still less developed than in Europe and the U.S. On one hand, 68% of Chinese people take self-driving trips, approaching the 88% rate in Europe. On the other hand, in EU countries, 14% of the population camps overnight, with an average of 13–14 camping days per year, while Chinese campers average just 3 days annually.

“This data indicates that China’s camping industry has significant room for growth, and operators should be confident in the market potential.”

Some predict that camping may even replace traditional tourism. According to Fox News, the global traditional tourism industry has contracted by nearly 60%, with recovery to pre-pandemic levels expected to take 5–9 years. Luxury camping is growing fastest and may triple within the next five years, especially among millennials, who bring diversity and richness to the experience.

Outdoor equipment plays a critical role. Snow Peak’s slogan is “Outdoor life is part of life.” However, imported brands like Snow Peak are expensive, with entry-level kits costing nearly ¥10,000, which is prohibitive for many beginners.

From 2010 to 2019, the number of outdoor sports companies in mainland China grew 16-fold to 91,500. However, traditional outdoor brands focus on clothing rather than industrial design, so they often fail to meet the aesthetic standards demanded by stylish camping enthusiasts.

Consequently, domestic brands such as Shiliang Store, Soul of Freedom, TNR, Noke, Mugodi, and Blackdeer have emerged, specializing in stylish camping gear.

Many industry insiders admit that China’s camping industry is still in a “nascent stage.”

The pandemic, which curtailed overseas travel, also accelerated domestic camping. Consumers seek a way to unwind, and global camping consumption is surging. On Tmall, camping products have doubled in sales for two consecutive years. iiMedia Consulting predicts that China’s camping site market could reach ¥35.46 billion in 2022.

According to Statista, the U.S. camping site market (including RV parks) earned $7.92 billion (~¥52 billion) in 2019. By June 2020, camping-related product sales rose 31% due to COVID-19.

Compared with these figures, China’s market has substantial growth potential, and the increase is expected to accelerate as millennials increasingly embrace camping.