China Buy火了！“反向旅游”主打“松弛感”

Core Insights - The tourism market is experiencing a significant surge in demand during the "May Day" holiday, with a notable preference for high-quality travel packages among tourists [1] - The "reverse tourism" trend is gaining popularity, where travelers seek less crowded, off-the-beaten-path destinations for a more relaxed experience [3] - Recent policies, such as the optimized departure tax refund, are stimulating consumer spending and enhancing the attractiveness of shopping for international tourists [6][8] Group 1: Tourism Trends - The price of travel products for the "May Day" holiday in 2025 remains stable compared to 2024, but the average spending per tourist has increased by over 10% for various travel segments [1] - The trend of "reverse tourism" is characterized by travelers exploring unfamiliar cities without strict itineraries, focusing on relaxation and local experiences [3] - Data from Ctrip indicates that tourism in lower-tier cities is growing at a rate of 25%, outpacing higher-tier cities by 11 percentage points [3] Group 2: Consumer Behavior - The demand for high-end hotels in lower-tier cities is surpassing that in higher-tier cities, indicating a shift in consumer spending patterns [3] - Events such as music festivals and exhibitions are driving local consumption in popular cities during the holiday period [4][5] - The search volume for hotels and dining options near major event venues has seen significant increases, with searches for "Guangzhou Sports Center" rising by 290% [4][5] Group 3: Policy Impact - The departure tax refund policy has been adjusted to lower the minimum refund threshold from 500 yuan to 200 yuan, encouraging more international shoppers [7][8] - The number of stores offering departure tax refunds has expanded to 349, with a notable increase in foreign customer visits and sales [8] - The combination of the optimized tax refund policy and local events is expected to significantly boost consumer spending and attract more international tourists [8]