“五一”假期带动文旅消费“多点开花” 日均全社会跨区域人员流动2.93亿人次

Core Insights - The "May Day" holiday showcased a robust recovery in China's tourism market, with a total of 1.467 billion cross-regional trips, averaging 293 million trips per day, representing an 8% year-on-year increase [1] - The domestic tourism market demonstrated steady growth, with long-distance travel destinations performing well and self-driving tourism seeing both volume and price increases [1] - The trend of "downward tourism" is becoming more pronounced, with significant increases in hotel bookings in county-level cities, indicating a shift in consumer preferences towards deeper experiences rather than just popular attractions [2][3] Domestic Tourism Trends - The number of hotel bookings in county-level cities increased by over 80% year-on-year, with a 30% increase in bookings reported by another platform [2] - Popular destinations for relaxation included Zhejiang's Tonglu County and Anhui's Huaining County, contrasting with overcrowded major cities [2][3] - The average tourism revenue in 1,866 county-level regions reached 4.295 billion yuan, with a 41.19% increase in total revenue and a 35.18% increase in visitor numbers year-on-year [2] Inbound Tourism Dynamics - Inbound tourism orders surged by 130% during the "May Day" holiday, with major cities like Shanghai and Shenzhen becoming popular destinations [4] - Cultural experiences and diverse tourism activities are key drivers attracting foreign tourists, with unique local events like the "plowing festival" in Guangxi drawing significant interest [4] - The "China shopping" trend among foreign tourists was stimulated by policies such as tax refunds and visa exemptions, leading to substantial increases in spending [5] Consumer Spending Patterns - Alipay reported a 180% year-on-year increase in spending by inbound tourists during the first three days of the holiday, with a focus on Chinese-made products [5] - The outbound tourism market also saw a 20% increase in orders, with 177 new international flight destinations added compared to the previous year [5] - The overall tourism market reached a three-year high, with various new cultural and festive activities enhancing consumer engagement and spending [5]