What is a Citywalk?
The hashtag ‘#citywalk’ has become one of China’s most important travel trends, used to describe leisurely walks around urban landscapes with the purpose of exploring new areas and steering clear of the crowds that saturate famous landmarks. Citywalks frequently take the form of a small group and are attractive to the younger demographic- particularly Gen Z- due to their affordability and relaxing nature, as well as the several proven mental and physical health benefits associated with walking.
Why are they trending?
Citywalks are an independent form of exploration, seen as a spontaneous wandering where travellers can connect with the urban environment in an authentic way. The trend arose around 2023 when participants began capturing their personalised routes and interesting findings in short video posts accessible through popular Chinese social media platforms such as Rednote, where this Shangai Citywalk post gained 24.4k likes, using the hashtag #citywalk to gain traction and in turn creating opportunities for more people to upload their experiences. Popular stop offs on citywalks include niche cafes and shops, such as local markets, which benefit hugely from this social media coverage.
Popularity and Outcomes
The phenomenon has swiftly taken over Chinese social media platforms such as Rednote, where #citywalk has seen a major rise in engagement since 2023. Local governments around China have even started to promote official citywalk routes, such as in Shanghai where bus routes have been adapted and inserted into these guides so walkers can explore further afield. The trend is beneficial for China’s economy, with many routes being focused on consumption such as ‘food-hopping’ tours, and the government in Shanghai has harnessed this potential by promoting a series of city walks that take the traveller to a variety of lesser-known shops. For example, this route covering several cafes and restaurants.
Origins of the Citywalk
While citywalks are currently booming in China, the concept originated in the UK as a form of tourism where participants are given the opportunity to explore the cultural and historical significance of certain areas instead of following popular routes centred around sightseeing. The trend was popularised by influencers making vlog-style video posts on social media to document their experiences, even sharing their own routes and itineraries to encourage others to join in. The concept quickly expanded to being promoted by tourist boards and travel agencies as a means of driving spend. Some citywalks don’t have a pre-determined route; people just set off to find authentic experiences by chance along their journey. These urban wanderings help the participant to see everyday life through a new perspective and are therefore beneficial for their mental and physical health, acting as a mood booster and increasing cadiovascular fitness. The fitness aspect grew the trend even further by promoting a positive and healthy lifestyle.
Popular places for Citywalks
There are various popular spots for citywalks around the world. Walkable cities and towns like Edinburgh, York, Lisbon, Prague, Copenhagen and Singapore make great Citywalk destinations due to their compact size and accessible routes. Bigger cities can be approached under different themes. London’s citywalk themes include architectural sites, markets, galleries, bookshops and even routes relating to historical British figures such as Charles Dickens.
The emergence of citywalks aligns with the Chinese, and indeed more widespread, longing for authenticity in travel experiences, particularly amongst the younger age groups. People no longer want to follow the beaten track, and city walks are the perfect way for the tourist to feel like a local even when they’re far from home.
How to get involved
As #citywalk becomes a global phenomenon, there is opportunity for increased engagement with Chinese audiences wherever you are. To market your city to Chinese audiences, consider working with Chinese influencers who specialise in #citywalk or similar lifestyle-related content creation. Guanxi can help you navigate Chinese social media and works with many Chinese influencers. If you’d like help promoting your brand to the Chinese market, do get in touch!