飞猪《2025年入出境游趋势报告》：自由行成主流，小团游和新体验崛起

Core Insights - The report by Fliggy indicates that outbound tourism will continue to experience high-quality growth in 2025, with double-digit year-on-year growth in orders for various travel products, including tours, local experiences, and cruise services [1][3] - Inbound tourism is witnessing a significant surge, with overseas users' inbound flight orders more than doubling compared to last year, particularly for flights to Shanghai, which saw nearly a sixfold increase [1][7] Outbound Tourism Trends - Different consumer segments are showing increasingly personalized and diverse travel spending preferences, with family travelers preferring comfortable services like cruises and Z-generation consumers focusing on unique experiences [3] - Free independent travel remains the mainstream mode for outbound tourism, with a notable increase in self-booking of flights, hotels, and activities [3] - The demand for group tours has not disappeared but has evolved, with a significant rise in small group tours that offer better value and more personalized experiences [3][4] Experience-Driven Travel - There is a noticeable shift from destination-oriented travel to experience-oriented travel, with many travelers now prioritizing unique experiences over merely visiting specific locations [6] - 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 [6] Emerging Destinations - New emerging long-haul destinations such as Germany, Sweden, Iceland, and Morocco are leading the growth in outbound tourism [7] - Inbound tourism is also experiencing robust growth, with popular source countries including Thailand, South Korea, and the United States, and favored Chinese cities for overseas tourists including Shanghai and Guangzhou [7]