抖音2025文旅数据报告：酒旅团购订单量同比增长42%

Core Insights - The report indicates a significant increase in cultural and tourism consumption, with Douyin's hotel group purchase orders rising by 42% year-on-year [1] - Immersive travel experiences have become mainstream, with diverse user interests leading to a surge in events like sports tourism, ice and snow tourism, concerts, intangible cultural heritage tourism, and small town tourism [1] - The platform's "Heartfelt Hotel List" for 2025 saw a 152% increase in orders for listed hotels, while overall hotel and homestay orders grew by 63% [1] Group 1: Travel Trends - Major cities for travel include Shanghai, Beijing, Chengdu, Zhengzhou, and Hangzhou, while hidden gem cities include Luoyang, Huzhou, Qinhuangdao, Kaifeng, and Xuzhou [1] - Douyin's scenic spot group purchase orders increased by 32% year-on-year [1] - Rural tourism is thriving, with orders for ancient villages and towns rising by 102%, highlighting popular destinations like Wuyuan and Taierzhuang [1] Group 2: Event and Concert Impact - The fan economy is thriving, with concert group purchase orders increasing by 78%, and cities like Shanghai, Beijing, and Chengdu being popular for concerts [2] - Notable concerts such as G.E.M.'s in Shanghai and Mayday's in Beijing have gained significant user interest [2] - Douyin's sports event exposure reached over 62.6 billion times, with local consumption boosted by events like the "Su Super" [2] Group 3: Local Consumption and Marketing Strategies - The platform has seen a 30% increase in content related to local street food, with sharing times up by 226%, indicating a growing "smoky atmosphere" economy [2] - Unique local figures, such as the "Chicken Brother," have significantly influenced local tourism consumption, with Douyin orders in Jingdezhen increasing by 83% during the National Day holiday [2] - Douyin has implemented various marketing campaigns and seasonal promotions to enhance user experience and drive local economic growth [3]