2025，中国旅游消费彻底变了

Core Insights - In 2025, domestic tourism consumption in China experienced an unexpected trend where major economic hubs like Beijing and Shanghai saw a decline in tourism spending, while less developed regions such as Northeast (Heilongjiang, Jilin, Liaoning), Northwest (Gansu, Qinghai), and Southwest (Yunnan, Guizhou) exhibited a surge in tourism consumption [3][4][6]. - Traditional government measures to stimulate tourism, such as consumption vouchers and free admission, have become less effective, leading to the rise of new strategies like seasonal holidays and local intangible cultural heritage events to boost tourism [26][28][32]. Group 1: Consumption Patterns - A report categorized provinces into four consumption types based on per capita income and consumption rates, revealing that Beijing and Shanghai fall into the "cautious consumption" category, contrary to expectations [5][6]. - Residents in economically weaker regions like Northeast China are more willing to spend on tourism due to lower living costs and stable incomes, leading to increased tourism activity [11][12]. Group 2: Changing Consumer Behavior - The trend of tourists opting for camping over hotel stays during peak seasons highlights a shift towards seeking high cost-performance experiences in tourism [14][15]. - The K-shaped differentiation in tourism consumption indicates a split where some consumers prioritize high emotional value experiences, while others focus on high cost-performance, emphasizing value for money [16][18]. Group 3: New Stimulus Measures - The effectiveness of traditional tourism stimulus measures has diminished, prompting the introduction of new strategies such as school autumn breaks and government-led cultural festivals to stimulate local tourism [26][28]. - The introduction of school autumn breaks in cities like Sichuan and Guangdong has unexpectedly boosted local tourism, creating a new peak travel period [28][30]. Group 4: Future Opportunities - The shift in tourism consumption patterns presents new opportunities for businesses, particularly in less developed regions where tourism infrastructure is evolving [35][36]. - The anticipated rise of government-led cultural festivals and new public holidays is expected to further stimulate tourism consumption in 2026, with a focus on creative and low-barrier events [36][37].