抖音2025文旅数据报告：酒旅团购订单量同比增长42%，沉浸式旅游成主流

Core Insights - The report indicates a robust growth in cultural and tourism consumption, with Douyin's hotel group purchase orders increasing by 42% year-on-year [1] - Immersive tourism has become mainstream, with diverse user interests and demands, including event tourism, ice and snow tourism, concert tourism, intangible cultural heritage tourism, and small town tourism [1][24] - The platform launched the "Heartfelt Hotel List" for 2025, with listed hotels seeing a 152% increase in order volume, while overall hotel and homestay orders grew by 63% [1] Group 1: Tourism Trends - Major tourist cities include Shanghai, Beijing, Chengdu, Zhengzhou, and Hangzhou, while hidden gem cities include Luoyang, Huzhou, Qinhuangdao, Kaifeng, and Xuzhou [4] - Scenic area group purchase orders increased by 32%, with top attractions including Shanghai Disneyland and Beijing Universal Resort [4][36] - Rural tourism is thriving, with ancient village and town group purchase orders rising by 102%, highlighting popular destinations like Wuyuan and Taierzhuang [4][33] Group 2: Event and Cultural Tourism - Concert group purchase orders surged by 78%, with top cities for concerts being Shanghai, Beijing, and Chengdu [17][55] - The "Su Super" grassroots events have significantly boosted local consumption, with Douyin's sports event exposure exceeding 626 billion times [17][59] - The platform's initiatives, such as "Follow Su Super to Explore Jiangsu," have driven local economic growth, with a 68% increase in group purchase sales during the event period [17][67] Group 3: Consumer Behavior and Marketing - The "smoky economy" is gaining traction, with related content on Douyin increasing by 30% and shares rising by 226% [61] - The "Chicken Brother" phenomenon has notably boosted tourism consumption in Jingdezhen, with hotel and travel order volumes increasing by 113% during the National Day holiday [61] - Douyin's marketing strategies, including seasonal promotions and city-specific campaigns, have effectively stimulated local consumption [21][70] Group 4: Non-material Cultural Heritage Tourism - Orders related to intangible cultural heritage tourism increased by 45%, with popular categories including heritage sites, food, and performances [24][47] - Top intangible cultural heritage attractions include the Changsha Lantern Festival and the 2025 Shenyang Night event [51] Group 5: Seasonal Promotions and Consumer Assurance - Douyin launched various seasonal campaigns, such as the "Ice and Snow Season," which has generated over 250 billion in GMV [75] - The platform has implemented consumer assurance services to enhance user experience during peak travel seasons [80][81]