Sou Hu Cai Jing·2026-01-01 15:23Core Insights - The travel market is evolving into a "sentiment economy," characterized by diversified demand, deeper experiences, and integrated scenarios, driven by younger demographics and new travel trends like "boomerang routes" and nature therapy [1][6] Group 1: Travel Trends - The report highlights the emergence of "immersive geographical corridors" in Southwest and Northeast China, with destinations like Tibet's Shannan having the longest average stay of 11 days, reflecting a strong demand for tranquil nature and deep experiences [2] - Young travelers are increasingly favoring "boomerang" travel patterns, using transit cities to connect multiple destinations at lower costs, leading to a surge in orders from smaller cities, with growth rates exceeding 200% in non-traditional tourist areas [3] Group 2: Cross-Industry Integration - The trend of "travel +" is evident, with orders for "festival-performance-exhibition + tourism" increasing by 161%, and pet-friendly hotel bookings rising by 30%, indicating a broadening of travel scenarios [5] - The integration of cultural experiences into travel is becoming a structural and sustainable new tourism category, with global orders for festival-related activities growing by 156% [13][20] Group 3: Emotional Economy - The concept of "emotional economy" is becoming a core driver, with searches related to relaxation and healing increasing sevenfold, indicating a shift from mere consumption to emotional value in travel [6][7] - Seasonal travel trends reflect emotional needs, with specific activities tied to holidays, such as seeking traditional experiences during the Spring Festival and nature-focused trips during the May Day holiday [7] Group 4: Inbound Tourism Growth - Inbound tourism in China is experiencing a significant rebound, with a 100% increase in bookings in the first three quarters of 2025, particularly from visa-exempt countries, where orders have surged by an average of 153% [8][10] - The report emphasizes the potential for growth in inbound tourism, noting that current revenue from this sector accounts for less than 0.5% of GDP, compared to over 10% in Thailand, suggesting a potential market increase of 1 to 2 trillion RMB if it reaches comparable international levels [12] Group 5: Audience Engagement - The boundary between travel and performance is blurring, with 83% of performance-related activities occurring in different locations, and younger audiences (under 34) contributing nearly 80% of orders [15] - The trend of combining ticket purchases with travel services is gaining popularity, with composite products showing a year-on-year order growth of 161%, indicating a shift towards more competitive pricing and integrated travel experiences [17][18]