前三季度约50亿人次出游，农村居民成消费“潜力股”

Core Insights - The domestic tourism market in China is experiencing significant growth, with 4.998 billion trips and a spending of 4.85 trillion yuan in the first three quarters of 2025, driven largely by rural residents [1] - Rural residents are increasingly integrating travel into their daily lives, reflecting a strong willingness to spend on tourism [2] - The rise in travel intentions among rural residents is attributed to increased disposable income, with an expected per capita disposable income of 23,119 yuan by 2024 [3] Group 1: Tourism Growth - Rural residents' travel participation is rising, with 78.2% expressing a desire to travel, and their share of the Labor Day tourism market increasing from 4.5% in 2022 to 10.5% in 2024 [3] - The growth in rural tourism is transforming rural residents from being mere recipients of tourism to active participants [4] Group 2: Infrastructure Development - Improved transportation infrastructure, including an expanding high-speed rail network and significant investment in rural road construction, is facilitating easier travel for rural residents [5] - In Jiangsu Province, the extensive highway network allows residents to easily access destinations within a few hundred kilometers, enhancing tourism potential [7] Group 3: Diverse Tourism Options - The emergence of various tourism segments such as self-driving tours, weekend getaways, and rural tourism is providing more choices for urban and rural residents alike [9] - Consumption growth in small and medium-sized cities is notable, with a 19.6% increase in active consumers and a 22.6% rise in order volume on platforms like Meituan [11]