旅游行业2025年国庆黄金周数据快评报告：国内游“量增价减”，跨境游双向升温

Investment Rating - The industry investment rating is "Outperform the Market" with an expected relative increase of over 10% in the industry index compared to the market over the next six months [5][8]. Core Insights - The tourism market during the Golden Week shows an increase in volume but a decrease in prices, indicating a more rational consumer spending behavior. Domestic travel reached 888 million trips, an increase of 123 million trips compared to the previous year, with total spending of 809 billion yuan, up by 108.19 billion yuan [2][3]. - Cross-border tourism has shown significant improvement, with a total of 16.34 million inbound and outbound trips during the holiday, reflecting an 11.5% increase year-on-year. The outbound travel market is particularly strong, with popular destinations seeing over 30% growth in flight bookings [4]. Summary by Sections Domestic Travel - The Golden Week saw an average of 111 million daily travelers, a slight increase of 1.57% year-on-year. However, the average daily spending per person decreased to 113.88 yuan, down 12.98% from the previous year, indicating a cautious approach to travel budgets [3]. Cross-Border Travel - The cross-border travel market outperformed domestic travel, with 9.17 million outbound trips from mainland residents, a year-on-year increase of 9.6%. The number of inbound trips from foreign visitors also rose significantly, with a 21.6% increase [4]. Investment Recommendations - The report suggests focusing on sectors benefiting from policy support aimed at boosting domestic demand. Key areas include: 1. Cultural tourism, particularly inbound travel and youth tourism, with a recommendation to focus on leading inbound travel agencies and scenic spots [4]. 2. Sports, where event-driven tourism and related services present substantial growth potential [4]. 3. Education, with a focus on non-academic training and vocational education sectors, which are expected to grow under supportive policies [4].