2025年暑期文旅消费观察：赛事游火热，南京位列暑期十大热门旅游城市榜首

Core Insights - The popularity of the "Soochow Super League" has significantly boosted Nanjing's ranking as the top summer travel destination in 2025, with a notable increase in local tourism consumption during major events [1][4][5] Group 1: Tourism Trends - The summer tourism season in 2025 has shown a dual trend of "medium to long-distance travel" and "local travel," with demand for trips over 300 kilometers increasing by over 15% [1][5] - Searches for "local travel" and "one-day trips" have surged by more than 70% compared to previous periods, indicating a strong preference for nearby destinations [1][5] Group 2: Impact of Events on Tourism - Major events such as the "Soochow Super League" and various concerts have driven significant increases in local tourism consumption, with Nanjing experiencing over a 10% rise in tourism spending during a key match [4][5] - In Shanghai, the recent concerts attracted over 200,000 attendees, leading to a 31% year-on-year increase in tourism consumption and a 45% rise in hotel bookings [4][5] Group 3: Quality and Personalization in Travel - There is a clear trend towards quality and personalized travel experiences, with small group tours becoming mainstream, accounting for 40% of group travel orders, a 90% increase year-on-year [5][6] - Family-oriented travel is on the rise, with over 40% of summer bookings coming from families, and a significant interest in pet-friendly accommodations, with searches for such options increasing by 18% and 94% respectively [5][6] Group 4: Cross-Industry Collaboration - The demand for integrated services combining "accommodation + dining" and "accommodation + experiences" is growing, indicating a shift in the hospitality industry towards meeting diverse consumer needs [6] - Hotels are increasingly offering bundled packages that include local experiences, leading to substantial increases in occupancy rates, as seen in the case of a hotel in Tengchong [6]