今年的国庆消费，很不一样

Core Insights - The overall travel data during the holiday period shows a significant increase in the number of travelers, with a total of 2.432 billion cross-regional movements, averaging 304 million per day, a year-on-year increase of 6.2% [10] - Despite the increase in travel numbers, many smaller tourist cities experienced a lack of visitors, indicating a shift towards local tourism rather than long-distance travel [27][22] - The average daily spending per person during the holiday was 113.9 yuan, a decline of 13% year-on-year, suggesting a decrease in overall consumer spending in the tourism sector [31][52] Travel Trends - The number of travelers during the holiday increased by 1.23 billion compared to last year, with a total of 888 million trips taken [12][17] - The majority of travel was local, with 2.24 billion trips made by road, indicating that many people opted for nearby destinations rather than traveling far [21][22] - The rise in local tourism has led to a significant increase in camping and outdoor activities, with tent rental orders surging by 410% compared to last year [42] Consumer Behavior - There is a noticeable trend of younger travelers being more budget-conscious, opting for camping over traditional hotel stays, which has resulted in over 60% of hotel rooms remaining unoccupied during the holiday [48][65] - The shift in consumer behavior reflects a broader trend of reduced spending among the middle class, with a 35% decrease in consumption expectations [74][77] - The overall spending in the tourism sector has not kept pace with the increase in visitor numbers, indicating that while more people are traveling, they are spending less [53][91] Industry Performance - The tourism industry is facing challenges, with many companies reporting declines in stock prices, reflecting the overall downturn in profitability despite increased visitor numbers [55] - The restaurant and hospitality sectors are particularly affected, with significant drops in revenue reported in major cities like Chengdu, where restaurant income fell by 34% [79][82] - The current economic climate has led to a paradox where tourism appears busy, but the profitability of businesses in the sector is declining, highlighting a potential "Disney effect" where certain industries thrive during economic downturns but struggle with profitability [86][91]