Core Viewpoint - The Chinese cultural tourism industry is entering a new phase defined by "user-defined value," with emerging trends such as reverse tourism, street vending, and companionship services reshaping travel experiences and market dynamics [3][30]. Group 1: Market Recovery and Trends - The cultural tourism market is experiencing a comprehensive recovery, with significant increases in ticket bookings and travel data during the May Day holiday, indicating a robust resurgence [5]. - Popular scenic spots saw a 30% year-on-year increase in ticket bookings, while long-distance travel bookings rose significantly, covering 1,229 counties across the country [5]. - The railway system projected to send 144 million passengers during the holiday period, marking a 4.9% increase compared to the previous year, with specific regions like the Yangtze River Delta seeing even higher growth [5]. Group 2: Emerging Travel Trends - Reverse tourism has shifted from a niche choice to a mainstream trend, with younger generations favoring less crowded, more unique travel experiences, leading to a 20% increase in county tourism orders and over 40% growth in rural tourism [8]. - The focus has shifted from popular tourist spots to lesser-known destinations, with young travelers increasingly seeking immersive experiences and "hidden gems" [11]. - The rise of street vending among the Z generation reflects a blend of creativity and entrepreneurship, with various innovative products and services emerging in tourist areas [12]. Group 3: Policy and Market Activation - Government initiatives, such as visa-free policies and transportation enhancements, have significantly boosted inbound tourism, with Shandong and Fujian benefiting from increased visitor numbers [20]. - Various regions are implementing tourism consumption vouchers and organizing cultural activities to stimulate demand, with Sichuan issuing 68 million yuan in tourism vouchers [21]. - Local governments are adopting inclusive innovations in urban governance to balance order and vibrancy, with many offering free access to public transport and attractions during peak travel times [23][25]. Group 4: Evolution of Consumer Preferences - The younger generation views travel as a means of self-expression, leading to a demand for personalized and immersive travel experiences rather than standardized services [27]. - Traditional tourist destinations remain popular, but there is a notable shift towards experiential and thematic consumption, with attractions increasingly focusing on immersive storytelling and cultural engagement [29]. - The future of the cultural tourism industry will depend on the ability to capture and leverage these micro-trends into sustainable business models [31].

Core Insights - The report indicates a significant increase in homestay bookings during the May Day holiday, with a year-on-year growth of 36%, marking a historical high [1][2] - Popular travel trends include reverse travel, "lying flat" tourism, and pet-friendly trips, with Nanjing ranking as the third most popular destination nationwide, following Qingdao and Beijing [1][2] Group 1: Booking Trends - Over 90% of cities experienced positive growth in homestay bookings during the May Day holiday, with traditional popular cities like Qingdao, Beijing, and Nanjing leading the top 10 destinations [2] - Guiyang saw the fastest growth in bookings, with a remarkable increase of 300%, while several other cities also reported over 100% growth in orders [2] Group 2: Travel Preferences - There is a noticeable rise in county-level tourism, with a year-on-year increase of 73% in homestay bookings in these areas, as travelers seek unique cultural experiences and natural scenery [3] - The 95 post-90s generation shows a strong preference for "reverse tourism" and "lying flat" tourism, with over 60% of their bookings being for quality homestays in county-level destinations [3] Group 3: Pet-Friendly Travel - The demand for pet-friendly homestays surged, with bookings for such accommodations increasing by 92% during the May Day holiday, reflecting a growing trend among pet owners [3]

Core Insights - The domestic cultural tourism market is experiencing a strong recovery during the May Day holiday in 2025, shifting from "scale expansion" to "quality upgrade" with a rising demand for differentiated experiences [1][3][5] Group 1: Market Trends - Popular travel destinations during the May Day holiday include Beijing, Shanghai, Hangzhou, Guangzhou, Chengdu, Chongqing, Nanjing, Wuhan, Shenzhen, and Xi'an, with Jiangsu showing significant growth in hotel and flight bookings, up 12% and 76% year-on-year respectively [1] - The rise of niche markets such as family travel and pet-friendly trips is evident, with family-oriented hotel bookings in Inner Mongolia and Shanxi increasing over 100% [3][5] - The integration of culture and tourism is a prominent trend, with searches for intangible cultural heritage-themed tours surging, leading to a 132% increase in related ticket bookings [5][10] Group 2: Consumer Behavior - The demand for rural and county tourism is growing, with bookings for rural trips increasing nearly 20% and occupancy rates for certain rural resorts exceeding 90% [7][9] - The younger demographic, particularly university students aged 19-22, shows a 30% increase in purchasing their first flight tickets, while the "new silver-haired" group has a 43% increase in hotel bookings, focusing on quality and emotional value [3][10] Group 3: Inbound Tourism - Inbound tourism is rebounding strongly, with a 130% year-on-year increase in orders during the May Day holiday, particularly in cities like Shanghai, Shenzhen, and Guangzhou [10][11] - The demand for local food experiences among foreign tourists has surged, with related orders increasing 6.8 times compared to the previous year [11] Group 4: Travel Preferences - Diverse travel methods are gaining popularity, with significant increases in self-driving, free travel, and private group bookings, as evidenced by a 24% rise in per capita car rental spending [12][14] - Train and flight bookings for domestic travel during the May Day holiday have also seen notable growth, with train ticket bookings up 10% and flight bookings up 25% year-on-year [14][16]

Core Insights - The "May Day" holiday this year saw a significant increase in cultural and tourism activity, reaching a three-year high, with a 30% increase in orders compared to the same period in 2023 [1][2][8] - The post-95 generation has emerged as the main consumer force, accounting for nearly 50% of travel orders during the holiday [2][5] - The trend of "technology + cultural tourism" became more pronounced, with innovations such as drone delivery enhancing the consumer experience [7] Group 1: Consumer Trends - The post-95 demographic accounted for 45% of travel orders during the "May Day" holiday, indicating a strong demand for personalized and in-depth travel experiences [2][5] - Nighttime orders from out-of-town tourists exceeded 30%, 1.6 times that of local consumers, highlighting a shift in consumption patterns [4] - The popularity of music festivals and concerts surged, with related package orders increasing by 180% year-on-year [6] Group 2: Destination Insights - The top ten popular destinations included cities like Nanjing, Xi'an, and Chengdu, with significant contributions from out-of-town tourists [2][8] - High-star hotel bookings in smaller cities increased by over 80%, reflecting a continued interest in "reverse tourism" [8] Group 3: Food and Beverage Consumption - The demand for milk tea surged, with orders increasing by 100% week-on-week and 120% year-on-year during the holiday [5] - The delivery of swimming gear and other leisure items via food delivery services saw a 330% increase, indicating a shift in consumer behavior [4] Group 4: Technological Innovations - Drone delivery services attracted families and foreign tourists, with orders from overseas visitors increasing by nearly 161% [7] - The implementation of drone delivery in parks improved the consumer experience by addressing challenges in locating delivery personnel [7]

"与此同时，游玩体验的多样性和趣味性越发重要，海岛度假、雨林徒步、沙漠骆驼骑行、星空露营、 茶山采风等玩法备受消费者青睐，避开人流、躺平式度假、深度体验在地文化等需求集中释放。"飞猪 旅行相关负责人表示。 "近年来，高速公路、高铁及机场网络不断拓展，为低线城市游客的出行提供了极大的便利，三四线城 市游客旅游渗透率不断提高，并逐渐成为旅游市场的新兴力量。"途牛旅游网相关负责人表示，今年"五 一"假期，六盘水、葫芦岛、漳州、遵义等客源地出游人次同比增长均超过了70%。此外，大同、营 口、揭阳、宿迁、南平、阜阳等地用户的出游热情也保持了较高的增长趋势。 新华财经北京5月6日电（记者丁雅雯、李唐宁）旅游平台的数据显示，今年"五一"假期，"反向旅游"再 度走热，县城高星酒店预定火爆。 （文章来源：新华财经） "五一"假期，不少人将目光投向了性价比更高的县域地区。美团旅行显示，今年"五一"假期，县城高星 酒店预订量同比增长超80%。相比拥堵的热门城市，"诗画江南"浙江桐庐县、"长诗圣地"安徽怀宁 县、"皖北江南"安徽凤台县、"上梅古镇、蚩尤故里"湖南新化县均成为人们寻找"松弛感"的热门之选。 "'味蕾游'的走红也让众多小 ...

Group 1 - The core viewpoint highlights the significant increase in tourism in Hangzhou during the "May Day" holiday, with a total of 16.13 million visitors, representing a 53% year-on-year growth [1] - Hangzhou ranked among the top three popular travel destinations during the holiday, following Beijing and Shanghai, with 9.6 million visitors from outside the city, a 35.4% increase [1] - Key attractions such as the Broken Bridge and Lingyin Temple saw record-high visitor numbers, with the Songcheng scenic area receiving 393,900 visitors over five days, including a peak of 130,400 on May 2 [1] Group 2 - The integration of technology in tourism is showcased through various innovative experiences, such as dancing robots and AI interactive exhibits, enhancing the overall visitor experience [2] - The "County Tour" concept emerged as a popular trend, with rural tourism receiving 1.09 million visitors on May 3, marking a 13.62% increase [2] - The inbound tourism market was activated by favorable visa and tax policies, with Hangzhou's inbound travel orders increasing by 63% and ticket orders rising by 33% during the holiday [2]

"五一"带动消费热潮——多个旅游平台数据显示，"年假+公共假期""拼假"游客较去年同期显著增长。 假期更长，大家玩儿得也更远了，去哪儿数据显示，用户酒店预订遍布全球1837个城市，比去年多432 个城市。 同程旅行发布的《2025"五一"假期旅游消费洞察报告》显示，今年"五一"假期国内旅游市场的热度或创 历史新高，且旅行热度有望延长到假期结束后的首个周末。其中，国内旅游市场供需两旺，呈现出"城 市大休闲、乡村微度假"的特点。 高星酒店预订热度高于低星 假期"奔县游"热度飙升 "五一"是一场躲避人海的智慧游戏。特别是一线和新一线城市居民，在去哪儿平台上搜索量最高的热词 是"反向""人少""冷门"。县城成为"反向旅游"最火目的地。在去哪儿平台上，"五一"酒店预订遍布1230 个县。覆盖全国近九成的县。县城酒店预订量同比去年增长30%。从客源地来看，一线和新一线城市居 民占比超过六成。 同程旅行数据显示，今年"五一"假期，国内十大热门火车线路几乎全部为"1小时高铁直达"的路线。具 体包括：广州南-深圳北；昆明-曲靖；北京南-天津；长春-吉林(市)；昆明-玉溪；重庆北-万州北；贵阳 北-毕节；苏州-上海；成都东-绵阳 ...

Group 1 - The domestic tourism market is experiencing a strong recovery, with travel heat and per capita spending surpassing last year's levels [3][4] - Data from various platforms indicate a significant increase in travel activities, with hotel bookings covering 1,837 cities globally, an increase of 432 cities compared to last year [3] - The trend of "拼假" (combining holidays) has led to a surge in long-distance travel, with popular destinations like Qinghai and Xinjiang seeing ticket sales increase by 1-2 times year-on-year [3][4] Group 2 - Cross-border travel is also on the rise, with outbound and inbound markets both showing strong growth; international cruise bookings have increased by over 60% year-on-year [5] - Inbound tourism is recovering robustly, with a 130% year-on-year increase in orders during the "五一" holiday, particularly in cities like Shanghai and Shenzhen [5] - The introduction of enhanced tax refund policies for outbound tourists is contributing to the growth of the inbound tourism market [5]

Group 1: Company Performance - Yili Group reported a total revenue of 115.78 billion yuan and a net profit of 8.464 billion yuan for 2024, with a first-quarter revenue of 33.018 billion yuan in 2025, reflecting a year-on-year growth of 1.35% [1] - The company's net profit attributable to shareholders, excluding non-recurring items, reached 4.629 billion yuan in Q1 2025, marking a significant year-on-year increase of 24.19% [1] - Yili Group aims to achieve a total revenue of 119 billion yuan and a total profit of 12.6 billion yuan in 2025, representing a year-on-year increase of 2.8% and 24.4% respectively, focusing on functional nutrition and deep processing of dairy products [1] Group 2: Industry Trends - The tourism market is evolving, with an increasing number of tourists opting for less popular destinations, leading to a rise in demand for unique cultural experiences during the May Day holiday [3] - The hotel occupancy rate for Wanda Hotels and Resorts in lesser-known destinations reached over 90%, showing a year-on-year increase of more than 15 percentage points [3] - The film industry experienced a total box office of 738 million yuan during the May Day holiday period, despite a year-on-year decline compared to 2024, indicating a recovery in social activities such as family outings and couple dates [4]

今年五一假期，国内文旅市场迎来强势复苏，呈现出多点开花的态势。反向旅游、China Travel+China Shopping的火爆以及音乐节的人头攒动，都是市场复苏的缩影。专家认为，假期是拉动内需、激活消费 潜力的关键节点，文旅市场的热络景象反映出我国服务消费市场的巨大潜力。(中国证券报) ...