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] - A new trend of "reverse tourism" is emerging, where consumers are shifting from popular urban destinations to less crowded county-level locations, enhancing their travel experience [1][3] Summary by Sections Domestic Tourism Growth - During the holiday, traditional 5A scenic spots maintained high visitor numbers, but issues of "decreased experience" have become more pronounced [2] - In Hangzhou, the West Lake received 446,300 visitors, a year-on-year increase of 12.33%, while paid parks saw an 8.45% decrease in visitor numbers [2] Shift to County-Level Destinations - County-level tourism has experienced explosive growth, with a 51% increase in pre-booked tourism consumption compared to the previous year [3] - Popular county destinations include Jiangsu Dongtai, Zhejiang Haining, and Guangxi Jingxi, which saw over 100% growth in tourism consumption pre-orders [3] Changing Preferences Among Young Tourists - Young travelers are increasingly seeking deeper travel experiences rather than traditional "check-in" tourism, favoring destinations within a two-hour high-speed train ride from major cities [5] - Unique local experiences, such as those offered in Jingdezhen, have seen a 15% increase in bookings, with young people making up 50% of the clientele [6] Emerging Travel Trends - The search volume for deep-themed travel products like "intangible cultural heritage experiences" and "costume photography" has surged by 200% [7] - Scenic spots are adapting by launching unique activities, leading to a 45% increase in total consumption at some locations [7] Conclusion - The tourism market in China is evolving towards a more diverse and personalized phase, driven by the preferences of younger travelers who prioritize unique experiences over crowded attractions [7]