At a riverside park in Nanning, weekend campers packed the vast grassy field, with latecomers like Huang Xiaqing, a Nanning local, struggling to find a big enough space to settle her family and friends.

　　“If you arrive here half past nine on a weekend morning, it can be a huge hassle to find a spot to put up your tent,“ said Huang. “That has almost always been the case since we began this holiday ritual one year ago.“

　　Wei Wanqing, a sociology professor with East China Normal University in Shanghai, believes that the growing appeal of camping has extended far beyond the scope of social media influencers doing location check-ins and boosting their online traction by sharing outdoor lifestyle photos.

　　“Families are increasingly embracing it as a way to bond and create shared memories,“ said Wei.

　　In recent years, camping, driven by the dual appeal of reconnecting with nature and fostering greater social connection, has gradually become a prominent element in China's cultural and tourism landscape while giving rise to a burgeoning industry in the country.

　　According to iiMedia Research, the growing appetite for camping generated about 213.97 billion yuan (about 29.69 billion U.S. dollars) in 2024, with projections of continued growth in 2025, as the booming sector has also helped catalyze the growth of related businesses.

　　At a store specializing in outdoor gear in Nanning, Lyu Hongping, the shop owner, saw a 30 percent annual revenue spike over the past three years, fueled by various demands for camping and hiking equipment.

　　“Camping has gone from a niche pastime for some to something that has attracted an increasing number of people from all walks of life,“ said Lyu.