Outdoor sporting goods firms hope more hikers hit the adventure trail

Trekking tour operators, rural homestays also riding walkabout wave

Hiking, a popular and healthy pastime, has taken on fresh appeal as adventure-seeking enthusiasts escape the hustle and bustle of city life, and venture into nature's embrace.

Some backpackers opt to carry heavy camping gear on long-distance treks, pitch tents in grasslands or stargaze in deserts. Some simply embark on impromptu hikes in nearby suburbs. From multiday hikes to spontaneous walks, the recreational endeavor is now a sought-after activity and has been trending on social media platforms.

On Xiaohongshu, a lifestyle-sharing platform, the word "hiking" saw a 180 percent jump in searches in April compared to the previous month, reaching about three times the volume seen during the same period last year. Similarly, Mafengwo, an online travel service platform, reported a significant surge in searches for hiking-related topics in March.

As of early June, hiking-related topics on Douyin garnered over 8 billion views, while Xiaohongshu boasted more than 3.53 million relevant posts. The platforms are filled with a plethora of hiking-related content, including recommended hiking routes, equipment lists, outfit guides, club recommendations and tips to prepare for journeys made on foot.

Individuals who have never participated in hiking are easily drawn to the activity through social media endorsements and promotions. Liu Rong, a Beijing resident, is one such example. For her first trip, she embarked on a hiking expedition to the Yanshan Mountains in Hebei province under the guidance of a professional hiking leader.

Contrary to her initial expectations of a typical tourist attraction, hiking proved to be more about physical stamina and endurance, offering a personal journey that she said helped refresh her mind.