社会服务｜旅游市场供需两旺，人均消费同比改善

Core Viewpoint - The tourism market in China is experiencing strong growth, with domestic travel and spending increasing significantly during the May Day holiday, indicating a robust recovery and structural highlights in long-distance travel, county tourism, and outbound travel [1][2][12]. Overview - During the May Day holiday, 314 million domestic trips were made, representing a 6.4% year-on-year increase, while total spending reached 180.27 billion yuan, up 8.0% year-on-year. Per capita spending improved by 1.5%, recovering to approximately 90% of 2019 levels [2][12]. - The total cross-regional movement of people was estimated at 1.467 billion, a growth of 8.0% year-on-year, exceeding previous expectations [2]. Structure - Long-distance Travel: Destinations like Qinghai, Xinjiang, and Ningxia saw ticket sales surge by 100-200%. The number of travelers combining annual leave with the holiday increased by 30% [3]. - County Tourism: Bookings for rural tourism rose nearly 20%, with hotel reservations in county-level cities increasing by 30% [3]. - Outbound Travel: Orders for outbound travel increased by 20%, with popular destinations including Japan, South Korea, and Thailand. Inbound travel orders surged by 130% [4][3]. Scenic Spots and Destinations - Scenic spots experienced strong visitor numbers, with many achieving record attendance. For instance, Huangshan received 147,000 visitors, a 13.7% increase year-on-year [5][6]. - Other notable performances included Jiuhua Mountain and various cultural performances, which also saw significant increases in attendance [6][5]. Hotel Performance - Hotel occupancy rates averaged 67.5%, up 4.9% year-on-year, with average daily rates (ADR) at 283.8 yuan, a 6.8% increase. Revenue per available room (RevPAR) rose by 12.0% [8][9]. - The demand for higher-quality accommodations is evident, with economic hotels seeing the largest price increases [8]. Macau Gaming - Macau saw a significant increase in visitor numbers, with a 42.3% year-on-year rise during the holiday period. However, expectations for gaming revenue growth remain cautious due to previous market performance [10]. - The average daily gross gaming revenue (GGR) is expected to exceed last year's figures, reflecting a recovery in the tourism sector [10]. Investment Strategy - The outlook for the tourism sector remains positive, with expectations for continued demand recovery and improved supply conditions. Recommended sectors include high-elasticity consumer stocks, hotels, human resources, and quality stocks in scenic spots and gaming [12].