反向旅游兴起：年轻人不再挤热门，县域“玩得好”成新宠

Core Insights - The domestic tourism market in China has shown robust vitality during the recent National Day and Mid-Autumn Festival holiday, with 888 million domestic trips taken and total spending exceeding 809 billion yuan [1][2]. Group 1: Tourism Trends - A significant shift towards "reverse tourism" is observed, where consumers are opting for less crowded county-level destinations instead of traditional popular tourist spots [1][3]. - County-level tourism orders surged, with a 51% increase in pre-booked consumption compared to the previous year, particularly in destinations like Jiangsu Dongtai and Zhejiang Haining, which saw over 100% growth [3][6]. Group 2: Visitor Experience - Traditional popular attractions are experiencing high visitor numbers but face issues with decreased experience quality, leading to complaints about overcrowding [2][3]. - Young travelers are increasingly seeking deeper travel experiences rather than just visiting popular sites, with a focus on local culture and immersive activities [5][6]. Group 3: Demographic Shifts - The 20-30 age group has become the main consumer force in holiday travel, making up over 50% of ticket orders, indicating a shift in travel preferences towards less crowded and more unique experiences [6][7]. - The popularity of niche experiences such as "non-heritage experiences" and themed travel products has surged, with search interest increasing by 200% [7].