飞猪《2025年入出境游趋势报告》：自由行成主流 小团游、新体验崛起

Core Insights - The report by Fliggy indicates that outbound tourism will continue to experience high-quality growth in 2025, with a double-digit year-on-year increase in orders for various travel products, including tours, local experiences, and cruise services [1] - Inbound tourism is witnessing a significant surge, with overseas users' orders for inbound flight tickets increasing by over 100% compared to last year, particularly for flights to Shanghai, which saw a nearly 600% increase [1] Outbound Tourism Trends - Outbound travel preferences are becoming more personalized and diversified, with families preferring comfortable services like cruises and private cars, while Gen Z consumers are more inclined to spend on unique experiences [1][3] - Free independent travel remains the mainstream mode of outbound tourism, with a notable increase in small group tours, which are gaining popularity among Gen Z travelers, with a 52% year-on-year growth in users booking such tours [3] - Instant group day tours are also on the rise, with a significant increase in the number of outbound day tour products available on the platform [3] Experience-Driven Travel - There is a shift from destination-oriented travel to experience-oriented travel, with travelers increasingly seeking unique experiences rather than just visiting specific locations [7] - Local experience packages have seen substantial growth during peak travel periods, with some long-haul destinations experiencing a doubling in order fulfillment for local activities since 2025 [7] - The cruise segment continues to grow, with a 30% year-on-year increase in orders for outbound cruise products since 2025, as travelers embark on global cruise journeys from various international ports [7] Inbound Tourism Growth - Inbound tourism is experiencing robust growth, with popular source countries for travelers to China including Thailand, South Korea, Malaysia, Vietnam, Singapore, the USA, Australia, and the UK [10] - Major Chinese cities such as Shanghai, Guangzhou, Dalian, Qingdao, Xi'an, Chengdu, Yantai, and Beijing are the most favored destinations for overseas tourists [10]