2024年国庆假期旅游数据点评：国庆出游市场高景气，政策保障提振消费信心

Investment Rating - The industry is rated as "stronger than the market," indicating that the industry index is expected to perform better than the benchmark index over the next 6-12 months [21]. Core Insights - The National Day travel market is experiencing high prosperity, supported by multiple economic policies that boost consumer confidence. The domestic and cross-border travel sectors are thriving, and the travel industry chain is expected to continue benefiting [2][4]. - During the 2024 National Day holiday, domestic tourism saw 765 million trips, a year-on-year increase of 5.9% and a 10.2% increase compared to 2019. Total spending reached 700.82 billion yuan, with a year-on-year growth of 6.3% [4][9]. - Traditional mountain scenic spots remain popular, with significant growth in visitor numbers. Lesser-known scenic spots are also gaining popularity, driven by cultural trends and popular IPs [9][10]. - The dining market performed well, with average daily consumption in restaurants increasing by 33.4% during the first five days of the holiday, supported by various promotional measures [11][12]. - County tourism is experiencing high growth, with hotel bookings in popular county destinations increasing by over 50% year-on-year. Off-peak travel is becoming a new norm, with younger generations and senior travelers showing significant growth in travel participation [15][16]. Summary by Sections Domestic Travel - The National Day holiday saw 765 million domestic trips, with total spending of 700.82 billion yuan, reflecting a strong recovery in travel demand [4][5]. - The average daily cross-regional movement reached 2.86 billion people, with a year-on-year increase of 3.9% [4][8]. Key Scenic Spots - Major mountain scenic spots like Changbai Mountain, Huangshan, and Emei Mountain received significant visitor numbers, with year-on-year growth rates of 18.05%, 14%, and 19.35% respectively [9][10]. - The performance of cultural performances and events was robust, with a total of 44,300 performances nationwide, generating ticket sales of 2.209 billion yuan, a year-on-year increase of 25.9% [9]. Dining Sector - The dining market saw a notable increase in consumer spending, with major restaurant chains reporting significant growth in customer traffic during the holiday [11][12]. - For instance, Haidilao served over 10 million customers across its locations during the first six days of the holiday [12]. Cross-Border Travel - The outbound and inbound travel markets reached historical highs, with daily orders exceeding 2019 levels. Popular destinations include Japan, Thailand, and Malaysia [16]. - Inbound travel saw a nearly 80% year-on-year increase in daily orders, with significant growth from countries like Italy and Malaysia [16]. Investment Recommendations - Focus on the "one old, one young" market segment, with companies like Lingnan Holdings and Zhongxin Tourism showing promising market performance [17]. - Traditional tourist destinations and scenic spots remain attractive, with recommendations to pay attention to IP-related scenic spots like Huangshan Tourism and Lijiang Co [17].