京东暑期消费观察：在“大地调色板”与“人文万花筒”之间 寻找大西北暑期热的流量密码

Core Insights - The Northwest region of China is experiencing a significant surge in tourism during the summer of 2025, driven by its stunning natural landscapes, rich cultural heritage, and unique ethnic diversity, making it a top domestic travel destination [2][4][8] Tourism Trends - The Northwest region, encompassing Shaanxi, Gansu, Ningxia, Qinghai, and Xinjiang, has become a popular summer destination due to its favorable climate and diverse attractions, leading to increased tourist traffic [2][4][11] - Data shows that during July and August 2025, cities like Urumqi and Xi'an ranked among the top 10 for domestic air travel, with Xinjiang tourism orders increasing by over 20% year-on-year [4][5][8] Visitor Preferences - A survey indicates that over 80% of respondents prioritize "Northwest travel," with nearly 40% expressing a desire to extend their trips, highlighting the region's appeal [4][8][9] - The primary attractions for visitors include the region's natural beauty (56.9%), local cuisine (44.1%), and diverse cultural experiences (43.8%) [4][12][14] Popular Destinations - The top tourist cities in the Northwest are Xi'an, Lanzhou, and Urumqi, with significant increases in visitor numbers noted in regions like Yushu and Gannan [5][9][30] - Key attractions include both natural sites like the Sayram Lake and cultural landmarks such as the Terracotta Army and the Mogao Caves, reflecting a dual focus on nature and culture [6][19][30] Culinary Highlights - The search volume for local delicacies has seen remarkable growth, with dishes like Xinjiang Big Plate Chicken and Gansu's Minqin Honey Melon experiencing increases of 612% and 981% respectively [7][22][23] - Specialty foods are a major draw, with 58.7% of tourists selecting local products as their preferred souvenirs, indicating a strong connection between travel and local culinary experiences [23][24] Infrastructure and Marketing - Improvements in transportation infrastructure, including high-speed rail and airports, have enhanced accessibility to the Northwest, contributing to its rising popularity [11][30] - Marketing efforts, including cultural festivals and social media promotions, have effectively positioned the Northwest as a desirable travel destination, particularly among younger demographics [11][12][31]