暑期文旅市场观察：赛事引流、小城崛起 旅游市场活力多元

Core Insights - The 2025 summer tourism market is evolving, with foreign tourists exploring lesser-known cities in China and domestic tourists seeking cooler county destinations, indicating a shift towards more diverse travel experiences [1][12]. Group 1: Domestic Tourism Trends - The summer tourism market is characterized by a strong interest in theme-based travel, with cultural, cooling, and event-driven tourism gaining popularity [2]. - Domestic tourists are increasingly avoiding crowded attractions, opting for cooler and culturally rich county destinations, with a notable 15% of visitors being from the post-2000 generation and 76% being interprovincial travelers [5]. - Cities like Taiyuan, Rizhao, and Xinzou have seen a significant increase in search interest, emerging as new popular summer destinations [5][13]. Group 2: International Tourism Trends - Foreign tourists are increasingly booking flights to 144 cities in China, with a remarkable 2.6 times increase in ticket bookings to Yiwu, known as the "world supermarket," and a 9-fold increase in bookings to Datong due to its cultural heritage [5][12]. - High-speed rail has become a crucial tool for foreign tourists, with ticket bookings from Indonesian tourists increasing by 2.5 times and other nationalities seeing over 100% growth [7]. Group 3: Seasonal Travel Patterns - The off-peak travel window is opening, primarily driven by older travelers aged 50 and above, with popular domestic destinations including Shanghai, Beijing, and Sanya [9]. - The upcoming National Day and Mid-Autumn Festival create an 8-day holiday, leading to increased booking enthusiasm, particularly for international destinations like Turkey and New Zealand [11]. Group 4: Regional Growth and Emerging Destinations - Domestic tourism is experiencing multi-point growth, with provinces like Shanxi and Xinjiang leading due to their cultural and natural attractions [12]. - Emerging international destinations include Busan in South Korea, which saw an 85.8% increase in popularity, and other locations like Perth and Casablanca also showing significant growth [13].