刚过去的国庆黄金周，年轻人的玩法变了

Core Insights - The "Super Golden Week" of 2025 saw a significant surge in domestic travel, with 888 million trips taken, an increase of 123 million compared to 2024, highlighting a strong recovery in the tourism sector [1] - Young people emerged as the primary demographic for travel during this period, with over 50% of flight and train ticket orders made by individuals aged 20-30 [1] Group 1: Travel Trends - The rise of "Wangnao Travel," a trend where young travelers prioritize emotional experiences over traditional sightseeing, reflects a shift in travel philosophy from "conquering" to "reconciling" [3] - Young travelers are increasingly avoiding physically demanding activities, opting for convenient options like cable cars and guided tours, with domestic car rental orders increasing by over 50% during the holiday [3][4] - Experience-driven activities such as island cycling and local crafts saw over 50% growth in orders, indicating a preference for immersive experiences rather than superficial sightseeing [4] Group 2: Destination Preferences - A dual trend emerged in destination choices, with major cities remaining popular while smaller towns gained traction among young travelers seeking unique experiences and affordability [5][6] - Major cities like Beijing, Chengdu, and Shanghai dominated the attraction rankings, with significant increases in tourist orders, while smaller towns like Enshi and Tai'an saw explosive growth in tourism orders, with some areas experiencing increases of up to 300% [5][7] Group 3: Night Economy - The "night economy" became a highlight of the holiday, with a 200% increase in searches for night activities, indicating a growing interest in experiences beyond daytime tourism [9] - Cities like Nanchang and Changsha emerged as hotspots for nightlife, with cultural performances and immersive night tours gaining popularity [9][10] - The rise of night tourism not only extended visitor stays but also enhanced the overall cultural experience of cities, with significant increases in attendance at night events and attractions [10] Group 4: Consumer Behavior - Young travelers are increasingly willing to pay for emotional and experiential value, moving away from traditional travel norms, and showing a preference for both urban and rural experiences [11][12] - The demand for personalized and emotionally resonant travel products is expected to shape the future of the tourism market, emphasizing the need for industry adaptation to meet evolving consumer preferences [11][12]