Core Insights - The domestic tourism market in China is experiencing a strong recovery during the 2025 May Day holiday, with diverse travel consumption trends emerging, indicating a shift from "scale expansion" to "quality upgrade" in tourism [1][14]. Group 1: Market Performance - The number of air passengers reached 10.75 million, with a daily average of 2.15 million, marking an 8% year-on-year increase [2]. - The total inter-regional movement of people was approximately 1.42 billion, reflecting a 4.5% year-on-year growth [2]. - Popular travel routes are dominated by high-speed rail, with significant demand for train tickets, particularly for routes that are within one hour of major cities [2]. Group 2: Travel Trends - Popular tourist cities include Beijing, Shanghai, and Chengdu, with a notable increase in hotel bookings in rural areas, where bookings rose by 30% year-on-year [4]. - The self-driving travel market is thriving, with a nearly 40% increase in self-driving tour participants, and a 24% rise in average rental car spending [8]. - "Reverse tourism" is gaining traction, with rural tourism bookings increasing by nearly 20% [9]. Group 3: Consumer Demographics - The demographic of travelers is diversifying, with significant growth in first-time flight bookings, particularly among university students and seniors [11]. - The "new silver-haired" demographic (ages 55-60) is emerging as a significant force in the tourism market, with a 43% increase in hotel bookings among this group [11]. - Young travelers are leading trends, favoring social media-friendly destinations and cultural experiences [13]. Group 4: Policy and Future Outlook - Policies encouraging staggered vacations have led to a more than 30% increase in travel during holidays [14]. - The recent upgrades to the tax refund policy for outbound travelers are expected to boost inbound tourism, enhancing the spending power of international visitors [14]. - Overall, the 2025 May Day holiday tourism market reflects significant potential for growth and diversification, supported by favorable policies and innovative travel products [14].

Core Insights - The domestic cultural and tourism market in China is experiencing a strong recovery during the "May Day" holiday, showcasing a "blossoming" trend across multiple regions [1] Group 1: Travel Trends - Long-distance travel destinations are performing exceptionally well, with ticket sales for scenic spots in Qinghai, Xinjiang, and Ningxia increasing by 100% to 200% year-on-year [1] - Cruise bookings on Ctrip have surged by 120% compared to the previous year [1] - "Reverse tourism" is boosting rural travel, with bookings for homestays in Xinjiang seeing a significant increase two months ahead of peak season [1] Group 2: Inbound Tourism - Inbound travel orders have skyrocketed by 130% year-on-year, indicating a strong revival in international tourism [1] - Agricultural experience and "China Shopping" have become popular new activities for foreign tourists [1]

新华社南昌5月4日电（记者熊家林）挖竹笋、摘野菜、看星空……今年"五一"假期，福建游客马聘选择带着家人来到江西省吉安市永新县三湾 乡，体验"慢生活"。 "反向旅游"是近年来兴起的一种旅游方式，部分游客不选择人流密集的热门景点，而选择小众、有特色的"宝藏目的地"。 "这里不仅环境好，各类基础设施也很完善，吃喝玩乐都很方便，我们延长了游玩计划。"马聘说，他这趟"反向旅游"更注重松弛感和性价比， 三湾乡虽然位于罗霄山脉深处，游玩体验却十分丰富。各景点之间有游览车串联，山间民宿干净整洁，还有亲子教育、红色研学等多样业态。 三湾乡民宿老板肖兴说，他家民宿接待了来自内蒙古、湖南、福建等地的游客，游客们带着家人朋友漫步乡野，不以"打卡"为目的"赶景点"。 一些村民成为民宿主、店主，还有的被聘请为导游，普通话越来越熟练。 江西省吉安市的一处坐落在山水之间的民宿。新华社发 "不用奔波在热门景区排队等项目，而是在风声鸟鸣里慢慢游玩，也是种别样的体验。"在峡江县巴邱镇蒋沙村，外地游客康希健清晨架起三脚 架，镜头远远追随着江面上一群嬉戏觅食的白鹭。 游客们在乡村既能静赏候鸟，也能动"玩"非遗。在蒋沙村村口的非遗工坊里，老篾匠毛有生的 ...

Core Viewpoint - The article discusses the rising popularity of "farm stays" among urban workers as a cost-effective and relaxing alternative to traditional vacations, particularly during holidays like the May Day break. Group 1: Trends in Farm Stays - Urban workers are increasingly opting for farm stays that offer a balance between relaxation and activity, allowing them to enjoy nature without the high costs associated with traditional travel [2][3]. - New types of farm stays have emerged, often run by young entrepreneurs, providing amenities like KTV, pool tables, and even water sports, which cater to a younger demographic [6][14]. - The concept of farm stays has evolved from simple rural accommodations to more sophisticated venues that rival boutique hotels, appealing to both young people and middle-class families [10][13]. Group 2: Economic Considerations - Farm stays typically offer all-inclusive packages at significantly lower prices compared to urban hotels, making them an attractive option for budget-conscious travelers [6][14]. - The cost of staying at a farm stay can be as low as 150 yuan per person for meals and lodging, which is a fraction of the price of urban accommodations during peak seasons [6][14]. - The article highlights that farm stays provide a more affordable alternative to international travel, allowing families to enjoy similar experiences domestically without the high costs of flights and accommodations abroad [10][14]. Group 3: Psychological Benefits - Farm stays serve as a mental escape for urban workers, allowing them to disconnect from the fast-paced city life and recharge in a natural setting [20][21]. - Visitors often report feeling rejuvenated after spending time in farm stays, with many expressing a desire to return to a simpler lifestyle away from urban pressures [21][22]. - The experience of staying in a farm stay is described as a form of "reset" for individuals overwhelmed by city life, providing a unique opportunity to relax and enjoy nature [20][22].

作 者丨魏彤 编 辑丨林曦 今年的"五一"假期正式开启，游客出游需求得到极大释放，旅游市场迎来上半年又一出游高 峰。 广之旅数据显示，2 0 2 5年跨"五一"排期相关旅游产品价格较2 0 2 4年同比基本持平，但游客在 假日对高品质线路的偏好则更为明显，多个板块游客报名客单价上涨超一成，旅行社通过提 早买断资源打造的各式专场策划活动和特色体验项目，受到了游客追捧。 南方财经全媒体记者观察发现，"反向旅游"较"特种兵旅游"更胜一筹。各地也围绕游客假期 出游遭遇"人从众"的痛点，纷纷通过挖掘小众、冷门目的地打造的五一出游"隐藏款"，取得 了不俗的市场反馈效果。 近期发布的离境退税政策叠加各大商圈"五一"活动，通过多重机制促进了消费增长。离境退 税政策降低了境外游客的购物成本，使消费者更愿意增加购物时间和频次。而各大商圈通过 将购物与文化、旅游、体育等元素相结合，也形成了新的消费增长点。 冷门打卡地寻找"松弛感" 随 着 生 活 节 奏 的 加 快 与 压 力 的 增 加 ， 人 们 的 情 绪 需 求 日 益 显 现 。 迎 合 这 一 需 求 的 " 情 绪 经 济"迅速崛起，成为当下消费市场的亮点。这一现象 ...

Group 1 - The core finding of the report indicates that 43.1% of respondents plan to travel during the May Day holiday in 2025, which is an increase from 32.4% in 2023, suggesting a growing interest in travel among young people [15][21][12] - Popular destinations for the May Day holiday include Beijing and Shanghai, with travelers attracted to urban landscapes and famous landmarks, while cities like Chongqing and Chengdu are favored for their local cuisine and nightlife [23][17] - The report highlights a shift in travel preferences, with a notable interest in "off-peak travel" and "reverse tourism," where over 40% of respondents express a desire to explore lesser-known destinations [32][33] Group 2 - The preferred travel method is "拼好假旅游" (Pinyin: pīn hǎo jià lǚyóu), which accounts for 54.2% of respondents, indicating a trend towards avoiding crowds by traveling at different times [32][35] - Different age groups exhibit distinct travel preferences, with Gen Z (00s) favoring interest-based travel and "Citywalk," while Millennials (90s and 95s) prefer relaxed vacations and reverse tourism [40][47] - Accommodation choices lean towards mid-range and budget hotels, with "全季酒店" (Qianji Hotel) being the most popular, reflecting a shift in the perception of hotels as multifunctional leisure spaces [3][4][46] Group 3 - The report emphasizes that travel is increasingly viewed as a "spiritual SPA," with a focus on personalized and comfortable experiences rather than traditional sightseeing [3][49] - Activities that travelers wish to engage in include tasting local cuisine (65.3%) and enjoying natural scenery (63.5%), indicating a preference for experiential travel [38][50] - The trend of "工厂游" (factory tours) is gaining traction among older generations, who are interested in educational experiences during their travels [49][48]

Group 1: Travel and Tourism Trends - The "May Day" holiday is expected to see a record high in cross-regional population movement, with over 1.3 billion people anticipated to travel in 2024 [1] - The Civil Aviation Administration predicts approximately 10.75 million air passengers during the holiday, averaging 2.15 million per day, representing an 8% year-on-year increase [1] - Domestic travel in the first quarter reached 1.794 billion trips, an increase of 375 million trips or 26.4% year-on-year, with total spending of 1.8 trillion yuan, up 280 billion yuan or 18.6% [3] Group 2: County-Level Tourism Growth - The trend of "reverse tourism" is gaining popularity, with county-level tourism seeing a 25% increase compared to last year, outpacing high-tier cities by 11 percentage points [4] - In 2023, the average tourism revenue for 1,866 county-level regions reached 4.295 billion yuan, with an average of 5.0827 million visitors, reflecting year-on-year growth of 41.19% and 35.18% respectively [4] - High-star hotel consumption in county areas is significantly higher than in major cities, indicating a shift in consumer preferences [4] Group 3: International Tourism and Open Policies - The National Immigration Administration forecasts an average of 2.15 million inbound and outbound travelers per day during the holiday, a 27% increase from the previous year [5] - In the first quarter, the number of foreign tourists entering China reached 9.215 million, marking a 40.2% year-on-year increase, showcasing the country's expanding openness [5] - China has implemented unilateral visa-free policies for 38 countries and transit visa exemptions for 54 countries, enhancing the attractiveness of "China tours" [5] Group 4: Economic Implications - The surge in travel and tourism activity during the "May Day" holiday reflects a dynamic economic landscape, with increased consumer spending in various sectors such as accommodation, dining, and transportation [6] - The overall growth in tourism and travel is contributing to the acceleration of economic activity, highlighting the resilience and vitality of the Chinese economy [6]

Core Insights - The "May Day" holiday in 2025 has seen a significant increase in domestic tourism and entertainment consumption, with a notable rise in both long-distance and rural travel [1][5][8]. Tourism Trends - Online travel agencies (OTAs) report a surge in tourist activity, with rural tourism orders increasing by over 40% and hotel bookings in eco-friendly destinations rising significantly [1][5]. - The trend of "reverse tourism" is evident, with travelers exploring over 1,200 counties across China, leading to a 20% increase in bookings for these areas [5]. - The "拼假" (staggered holiday) trend has emerged, allowing consumers to extend their holidays and boost demand for long-distance and outbound travel [1][5]. Cultural and Entertainment Activities - Various local tourism departments have launched initiatives to attract visitors, such as the "Follow the World Games to Chengdu" series of events in Sichuan, coinciding with the upcoming World Games [2][7]. - The cinema industry has also rebounded, with 11 films released during the holiday, generating a total box office of over 1.35 billion yuan [2][9]. Travel Statistics - Domestic flight bookings for the holiday exceeded 6.34 million, marking a 23% year-on-year increase, while international flight bookings surpassed 1.09 million, up 24% [3]. - Self-driving travel remains popular, with an average daily traffic flow on highways expected to reach 62 million vehicles, peaking on the first day of the holiday [3]. Movie Industry Insights - The film "Dumpling Queen," starring Ma Li, has emerged as a box office leader, with its earnings surpassing 500 million yuan [9][13]. - The diversity of film offerings this year includes both new releases and re-releases, contributing to a vibrant cinematic landscape during the holiday [14].

Group 1: Travel Demand and Trends - The "May Day" holiday is expected to see a significant increase in travel demand, with an estimated 1.42 billion people traveling, representing a year-on-year growth of approximately 4.5% [4] - The average daily cross-regional personnel flow during the holiday is predicted to exceed 270 million, potentially marking the peak travel period of 2023 [2] - There is a notable shift in travel preferences, with more individuals opting for "拼假出行" (taking leave to extend holidays) and "反向旅游" (reverse tourism), indicating a diversification in travel experiences [2][9] Group 2: Transportation and Logistics - On May 1, the national railway is expected to send 22.5 million passengers, with an additional 1,341 trains scheduled to accommodate the surge [1] - The highway traffic is projected to reach 66.5 million vehicles, approximately 2.1 times the normal flow, with peak congestion expected between 10 AM and 12 PM on May 1 [1] - The civil aviation sector anticipates sending 2.34 million passengers on May 1, a 9.1% increase compared to the same period last year, with a flight operation rate of 92% [1] Group 3: Destination Preferences - Traditional tourist destinations such as Beijing, Shanghai, Guangzhou, and Chengdu remain popular, but there is a growing trend towards lesser-known locations, with the concept of "small places, big experiences" gaining traction [6] - Consumers are increasingly interested in personalized and customized travel experiences, seeking deeper engagement with destinations [11] Group 4: Family and Group Travel Dynamics - Different demographics exhibit varied travel preferences, with younger generations focusing on self-indulgent experiences, while families prefer theme parks that offer comprehensive amenities [15] - The diverse market supply in the tourism industry is enhancing consumer experiences and creating more opportunities for related industries [15]