"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) ...

Core Insights - The domestic cultural tourism market in China is experiencing a strong recovery during the "May Day" holiday, reflecting significant consumer demand and potential in the service consumption market [1][2][5] Group 1: Travel Trends - "Reverse tourism" is gaining popularity, with 58% of travelers opting to avoid crowded tourist spots during the holiday [1] - Small towns are becoming favored destinations, with hotel bookings in 1,230 counties increasing by 30% year-on-year [1] - High-star hotel bookings in county areas surged over 80% during the holiday [1] Group 2: Rural Tourism - Rural tourism bookings increased by nearly 20% during the "May Day" holiday, with many agritourism locations achieving over 90% occupancy [2] - The rise of small destination tourism indicates a more diversified and rational approach to travel among consumers [2] Group 3: Inbound Tourism Recovery - Inbound tourism orders surged by 130% during the holiday, with major cities like Shanghai and Shenzhen becoming popular destinations [2][3] - Inbound tourists' spending via Alipay increased by 180% in the first three days of the holiday [2] Group 4: Cultural Experiences - There is a growing demand for deep cultural experiences among foreign tourists, with local food experiences seeing a 6.8-fold increase in orders [3] - The introduction of a "buy and refund" tax policy for outbound shopping is expected to enhance inbound tourism [3] Group 5: Cross-Industry Integration - The "cultural tourism + music festival" trend is prominent, with over 100 music events held during the holiday, leading to a 180% increase in related package orders [4][5] - Cities hosting music festivals saw hotel bookings increase significantly, with some locations experiencing up to 2.4 times growth [4][5] - The integration of various industries is creating new opportunities for deep tourism experiences and extending the tourism consumption chain [5]

Group 1 - The core viewpoint of the articles highlights the significant increase in domestic and international travel during the May Day holiday, driven by longer vacation periods and changing consumer preferences towards diverse travel experiences [1][2][9] - The sales of scenic spot tickets in long-distance travel destinations such as Qinghai, Xinjiang, and Ningxia saw a year-on-year increase of 1-2 times, indicating a strong demand for less conventional travel options [1][2] - The trend of "leave-splicing" has led to a 30% increase in travelers who extend their holidays by taking additional leave, resulting in longer travel durations and a broader range of destinations [2][4] Group 2 - The self-driving travel market experienced a 24% increase in per capita rental car spending, with 85% of orders for out-of-town rentals, reflecting a shift towards more flexible travel options [4] - The popularity of rural tourism surged, with bookings for countryside stays increasing nearly 20%, as urban residents sought to escape crowded tourist spots [5][7] - The inbound tourism market showed a robust recovery, with a 130% year-on-year increase in inbound travel orders, driven by enhanced travel incentives such as visa exemptions and shopping tax refunds [12][13] Group 3 - The outbound travel market also thrived, with a 20% increase in orders for international travel, particularly to destinations within a 12-hour flight radius, which saw booking volumes rise by over 170% [9][10] - The demand for unique cultural experiences among international tourists is growing, with significant increases in orders for local food experiences and cooking classes in cities like Chengdu [12][13] - The overall trend indicates a shift towards experiential travel, with consumers increasingly seeking deeper cultural engagement and personalized travel experiences [12][13]

Core Insights - The domestic cultural tourism market in China has shown a "blossoming" trend during the May Day holiday, with long-distance travel destinations gaining popularity, particularly in regions like Chengdu and Yunnan [1][2] - The inbound tourism market has experienced a strong recovery, with inbound travel orders increasing by 130% year-on-year, driven by new policies such as a 240-hour visa-free entry and shopping tax refunds [1][7] Domestic Tourism Trends - The "please 4 days off and 11 days off" trend has led to longer travel periods, with small towns becoming popular destinations for "reverse tourism," showing a 30% increase in hotel bookings in county-level cities [2][5] - High-star hotels have seen a significant increase in bookings, with a growth of over 80% for high-star hotels in county towns, indicating a shift towards "urban leisure and rural micro-vacations" [5][6] - The rise of music festivals and cultural events has contributed to the tourism boom, with over 100 music events held during the holiday, leading to a 180% increase in related package orders [5][6] Inbound Tourism Dynamics - The new tax refund policies have stimulated inbound tourism, with a predicted daily average of 2.15 million people entering and exiting the country during the holiday, a 27% increase from the previous year [7] - Major cities like Shanghai, Shenzhen, and Guangzhou have emerged as popular inbound travel destinations, with significant increases in hotel bookings from foreign tourists [8][9] Cultural Experience and Consumer Behavior - There is a growing demand for diverse cultural experiences among foreign tourists, with local food experiences seeing a 6.8 times increase in orders during the holiday [9] - The trend of "shopping tourism" has gained traction, with cities like Shanghai and Shenzhen experiencing substantial growth in inbound travel orders, indicating a shift in foreign tourists' travel patterns [9][12]

Core Viewpoint - The tourism market during the "May Day" holiday showed a vibrant recovery, with significant increases in various segments such as family travel, self-driving tours, and cruise trips, alongside a notable rise in inbound tourism orders due to favorable tax policies [1][11]. Group 1: Tourism Trends - The "May Day" holiday saw a surge in family and self-driving travel, with some travel platforms reporting a 120% year-on-year increase in bookings [1]. - The trend of "reverse tourism" gained traction, with 1,230 counties welcoming tourists seeking less crowded destinations, leading to a 30% increase in hotel bookings in these areas [9]. - Early bird and staggered travel became popular, with nearly 19% of travelers starting their trips before the holiday, particularly among the younger demographic [4]. Group 2: Booking and Spending Patterns - The peak travel days were concentrated in the first two days of the holiday, accounting for 27% and 21% of total travel, respectively [5]. - Average spending per traveler increased significantly compared to last year, with domestic cruise orders from Shanghai rising over 150% [5]. - High-star hotels outperformed lower-star accommodations, with four-star and five-star hotel bookings increasing by 54% and 28%, respectively [6]. Group 3: Cultural and Inbound Tourism - The integration of culture and tourism became a trend, with over 60 concerts taking place during the holiday, significantly boosting hotel bookings in various cities [10]. - Inbound tourism orders surged by 130% during the holiday, with cities like Shanghai and Shenzhen seeing increases of 138% and 188% in orders, respectively [11]. - The introduction of tax refund policies and visa exemptions contributed to the rise in foreign tourists engaging in shopping and travel in China [11][12].

Group 1: Domestic Tourism Trends - The "May Day" holiday saw an estimated 1.42 billion cross-regional trips, a year-on-year increase of approximately 4.5% [1] - The rise of "reverse tourism" and the "silver economy" is reshaping market dynamics, with a significant increase in rural tourism orders, up 20% year-on-year [2] - High-star hotel bookings in county markets outpaced low-star hotels, with four-star and five-star hotel bookings increasing by 54% and 28% respectively [2] Group 2: Movie Market Performance - The total box office for the "May Day" holiday period approached 700 million yuan, with the biopic "Dumpling Queen" leading at over 170 million yuan [1] Group 3: Inbound Tourism Growth - Inbound tourism orders surged by 130% during the "May Day" holiday, with cities like Shanghai, Shenzhen, and Guangzhou leading in visitor numbers [4][5] - Non-first-tier cities are also experiencing a rise in foreign visitors, with hotel bookings in cities like Zhuhai and Qingdao increasing by over 50% [4] Group 4: Policy Impact on Inbound Tourism - New policies such as 240-hour visa-free transit and immediate tax refunds have significantly lowered barriers for foreign tourists, contributing to a 138% increase in inbound orders in Shanghai [5] - The demand from foreign tourists is shifting from sightseeing to immersive experiences, with activities like rice planting festivals attracting international visitors [5] Group 5: Cultural and Culinary Experiences - There is a notable increase in orders for local culinary experiences, with a year-on-year growth of 6.8 times during the "May Day" holiday, highlighting a new trend in cross-border cultural tourism consumption [6]

Group 1: Overall Market Trends - The tourism market during the "May Day" holiday showed a "blossoming" trend with significant growth in family travel, self-driving tours, and cruise bookings, with some platforms reporting a 120% year-on-year increase in bookings [1] - The "reverse tourism" trend boosted rural travel, with 1,230 counties welcoming "reverse tourists" [1][6] - The implementation of tax refund policies for foreign tourists stimulated a "China shopping" tourism model, with inbound travel orders from cities like Shanghai and Shenzhen increasing by 138% and 188% respectively [1][9] Group 2: Travel Preferences and Patterns - The trend of "early bird" and staggered travel is becoming more prominent, with nearly 19% of travelers opting to start their trips before the holiday [3] - The peak travel days were concentrated in the first two days of the holiday, accounting for 27% and 21% of total travel [3] - Self-driving travel saw a 35% increase in car rental bookings, with some cities experiencing a 100% increase [4] Group 3: Accommodation Trends - High-star hotels outperformed lower-star hotels in bookings, indicating a preference for "urban leisure and rural micro-vacations" [4] - Four-star hotel bookings increased by 54%, while five-star hotel bookings rose by 28% [4] Group 4: Cultural and Entertainment Integration - The integration of culture and tourism became a trend, with over 60 concerts taking place during the holiday, significantly boosting hotel bookings in various cities [7] - Cities like Haikou saw hotel bookings increase by 3.4 times, driven by cultural events [7] Group 5: Inbound Travel Growth - Inbound travel orders surged by 130% during the holiday, with major cities like Shanghai and Shenzhen leading the growth [9][10] - The highest growth in inbound travel came from Australian tourists, with an increase of 1.5 times [10]