2025年“超级黄金周”数据盘点：出境入境双线升温，音乐节和体育赛事再度带火县域旅游

Core Insights - The "Super Golden Week" during the National Day and Mid-Autumn Festival saw a total of 2.36 billion cross-regional trips, averaging about 295 million trips per day, representing a year-on-year increase of approximately 3.2% [1] - The tourism market exhibited strong characteristics such as sustained interest in small towns, a dual increase in inbound and outbound travel, and a shift towards experiential consumption [1] - The film market, in contrast, underperformed with a total box office of less than 1.8 billion yuan during the same period, highlighting a stark contrast with the booming tourism sector [2] Tourism Market Trends - The trend of deepening travel experiences is evident, with hotel bookings for stays of two days or more increasing by over 52% year-on-year, and users booking multiple cities also seeing significant growth [1] - Non-first-tier city users showed a remarkable increase in domestic group tour bookings, with a year-on-year growth of over 70%, while first-tier city users are willing to pay a premium for high-quality services [1] County-Level Tourism - County-level tourism is evolving into a more diverse and in-depth market, with over 30 county destinations seeing hotel booking increases of over 100% year-on-year [5] - Cultural events such as music festivals and sports events are becoming key drivers for county tourism, significantly boosting local hotel bookings [5] Outbound and Inbound Travel - Outbound travel is experiencing a notable increase, particularly among non-first-tier city residents, with long-distance and deep travel trends becoming prominent [8] - Inbound tourism is also thriving, with a 33% year-on-year increase in domestic flight bookings by foreign passport holders, indicating a growing interest in less traditional tourist destinations within China [9] Travel Behavior Changes - The trend of staggered travel is gaining traction, with over 30% of workers opting for early departures and late returns, leading to a significant increase in bookings during the holiday's peak and post-holiday periods [10][12] - This "segmented travel" approach is helping to alleviate pressure on resources during peak times and optimize resource allocation [12]