双节叠加催生文旅新场景，短途休闲与文体旅融合驱动市场新增长

Core Insights - The 2025 Dragon Boat Festival tourism market demonstrates strong vitality through the collision of traditional customs and modern consumption, with short-distance leisure travel dominating the market and the integration of cultural, sports, and tourism becoming core growth drivers [1] Group 1: Short-Distance Leisure Travel - Short-distance leisure travel leads the market, with 119 million domestic trips taken during the three-day holiday, a year-on-year increase of 5.7%, and total domestic travel expenditure reaching 42.73 billion yuan, up 5.9% [2] - The tourism market shows significant characteristics of short-distance and localized travel, with surrounding travel becoming the main consumption force. Popular cities include Shanghai, Beijing, Guangzhou, and Sanya, while third and fourth-tier cities like Urumqi and Yan'an are emerging growth points [2] - The proportion of intra-provincial and neighboring province travel orders reached 65%, with cities like Qingdao, Beijing, and Chengdu becoming popular destinations, and Fuzhou entering the top ten for the first time, with a 72% year-on-year increase in homestay orders [2] Group 2: Diverse Travel Modes - The diversification of travel modes is a notable feature of short-distance travel, with self-driving and high-speed rail travel becoming mainstream choices. Car rental service bookings increased by approximately 30% year-on-year during the holiday [3] - High-speed rail travel benefits from the "2-hour traffic circle," boosting surrounding travel in cities like Changsha and Zhengzhou, with high-speed ticket bookings for theme parks like Beijing Universal Resort and Shanghai Disneyland increasing by over 40% [3] - The rise of "destination group tours" reflects an increased demand for one-stop services, with popular products like "Beijing 5-day tour" and "Nanjing 3-day tour" seeing high booking volumes [3] Group 3: Quality and Personalized Demand - In the context of consumption upgrades, the demand for quality and personalization is increasingly prominent, with domestic hotel packages that include accommodation, entertainment, and dining rights seeing a year-on-year increase of 20% [4] - Customized travel bookings grew by over 50%, with high-star resort hotels and homestays leading the growth, and some hotels offering traditional activities to attract tourists [4] - The trend of "boomerang travel," where travelers connect multiple destinations through transit cities, is gaining popularity, with over 10% of homestay orders reflecting this new travel style [4] Group 4: Cultural and Sports Tourism Integration - The deep integration of cultural and sports tourism, along with the rise of the parent-child economy, is another highlight of the Dragon Boat Festival tourism market. Events like dragon boat races and traditional activities attract significant tourist participation [5] - The search heat for "intangible cultural heritage" keywords on platforms like Fliggy increased nearly 100% year-on-year, with visits to intangible cultural heritage market guides growing over 300% [5] - New cultural tourism IPs are emerging, with local events driving a 30% increase in related dining and accommodation consumption, forming a consumption loop of "sports events + urban tourism" [5] Group 5: Parent-Child Travel - The overlap of the Dragon Boat Festival with Children's Day has made parent-child travel a market mainstay, with bookings for parent-child group products increasing by 80% year-on-year [6] - The booking volume for parent-child rooms on hotel technology platforms increased by over 200%, with popular IP parent-child rooms in cities like Shenzhen and Beijing fully booked in advance [6] - Large scenic spots saw a 25% year-on-year increase in ticket bookings on the holiday, with "all-inclusive" packages experiencing a 140% surge in sales [6] Group 6: Emerging Travel Trends - As the holiday concludes, signs of summer travel and outbound travel are emerging, with a significant increase in outbound travel bookings, particularly to destinations within a four-hour flight radius like Japan, South Korea, and Thailand [7] - The average price of international tickets is expected to exceed 3,000 yuan by late June, with the summer peak season likely to see continued price increases [8] - The robust performance of the 2025 Dragon Boat Festival tourism market is attributed to a combination of consumption recovery, policy support, and cultural tourism innovation, indicating strong resilience and potential for further consumption release as the summer peak approaches [8]