Group 1 - The core viewpoint of the article highlights the robust recovery of China's cultural and tourism market during the May Day holiday, with significant increases in travel demand and new trends emerging in tourism consumption [2][30]. - Nationally, ticket bookings for popular scenic spots increased by 30% year-on-year, with long-distance travel bookings also rising significantly, covering 1,229 counties [2][30]. - The China Railway Group projected that from April 29 to May 6, 144 million passengers would be transported, marking a 4.9% year-on-year increase and setting a historical record [2][30]. Group 2 - "Reverse tourism" has transitioned from a niche choice to a mainstream trend, with younger generations adopting a minimalist consumption philosophy that emphasizes healing and small-group experiences [4][30]. - Orders for county tourism increased by nearly 20% year-on-year, while rural tourism saw over 40% growth, with lesser-known destinations experiencing a 50% increase in visitor numbers [6][30]. - The shift in consumer logic from "check-in spots" to "immersive experiences" is evident, as tourists seek out lesser-known attractions for relaxation and exploration [8][30]. Group 3 - The "mobile utopia" of youth entrepreneurship emerged during the holiday, with young people combining creativity and income through street vending while traveling [10][30]. - Despite high foot traffic during holidays, challenges such as equipment deposits and space fees remain, alongside issues of product standardization among vendors [12][30]. Group 4 - The "buddy" economy has gained traction, with services like "accompanying climbs" reflecting a shift from physical challenges to emotional companionship, with a 200% increase in orders for such services [13][30]. - The integration of AI and innovative technologies in tourism experiences is becoming more prevalent, enhancing visitor engagement through interactive and immersive activities [16][30]. Group 5 - Various policies and measures have been implemented to stimulate market potential, including visa exemptions and transportation benefits, leading to a surge in inbound tourist numbers [18][30]. - The issuance of cultural and tourism consumption vouchers and the organization of numerous events have further stimulated demand in the sector [21][30]. - Local governments are adopting inclusive innovations in urban governance to balance order and vitality, with initiatives such as free public transport and open government canteens during the holiday [22][30]. Group 6 - The underlying logic of tourism consumption is evolving, with younger generations viewing travel as a means of self-expression, necessitating a shift from standardized services to personalized narratives [26][30]. - Traditional tourist destinations continue to attract visitors, but there is a notable rise in demand for immersive and thematic experiences, indicating a shift from sightseeing to experiential tourism [28][30]. - The future of the cultural and tourism industry will depend on the ability to capture and convert emerging micro-trends into sustainable industry momentum [30].

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 significant changes in travel and accommodation trends during the May Day holiday, highlighting a surge in demand and price increases across various travel sectors, particularly in less traditional tourist destinations and accommodations [8][29][46]. Group 1: Travel Trends - The May Day holiday is expected to break records in terms of travel volume, with domestic flight bookings exceeding 5.42 million, a 31% increase compared to the previous year [9][20]. - The average daily traffic on national highways is projected to reach approximately 62 million vehicles, indicating a rise in self-driving trips [10]. - Popular destinations are experiencing a price increase in flight tickets, with over 70% of tickets for hot destinations rising by 2%-5% [20][21]. Group 2: Accommodation Price Changes - Hotel prices have surged, particularly in county and lesser-known scenic areas, with some hotels seeing price increases of over 300% during the holiday [30][43]. - For example, a hotel in Xuchang increased its price from 163 yuan per night to 672 yuan, marking a 312.3% rise [42][43]. - In major cities, hotel prices have also risen significantly, with increases ranging from 40% to 195%, such as a hotel in Xi'an that saw a 195.4% increase from 174 yuan to 514 yuan [39][40]. Group 3: Changing Consumer Demographics - There is a notable shift in the demographic of travelers, with an increase in older tourists, particularly those over 60, who now make up over 35% of visitors at popular attractions, an increase of 8 percentage points from the previous year [84]. - The article highlights the rise of "reverse tourism," where travelers are increasingly exploring county and small-town accommodations, leading to a significant increase in bookings in these areas [46][49]. - The influx of foreign tourists is also notable, with a 173% increase in inbound travel orders during the May Day holiday compared to last year [66][67].

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]

Core Viewpoint - The article discusses the significant changes in travel and accommodation trends during the May Day holiday, highlighting a surge in demand and price increases across various travel sectors, particularly in lesser-known destinations and county-level hotels. Group 1: Travel Trends - The May Day holiday is expected to reach a peak in travel activity, with domestic flight bookings exceeding 5.42 million, a 31% increase compared to the previous year [6] - Popular destinations are experiencing a price increase in flight tickets, with over 70% of tickets rising by 2% to 5% [10] - The average daily traffic on national highways is projected to be around 62 million vehicles during the holiday [6] Group 2: Accommodation Price Surge - Hotel prices have seen dramatic increases, particularly in county and lesser-known scenic areas, with some hotels in third-tier cities raising prices by over 300% [34][33] - For example, a hotel room that typically costs 300 yuan per night is priced at 6142 yuan during the holiday [18] - In major cities, hotel prices have increased significantly, with some examples showing price hikes of 40% to 195%, such as a hotel in Xi'an increasing from 174 yuan to 514 yuan [31] Group 3: Changing Consumer Demographics - There is a notable shift in the demographic of travelers, with a significant increase in the number of elderly tourists, who now make up over 35% of visitors at popular attractions, an increase of 8 percentage points from the previous year [69] - The article highlights the rise of "reverse tourism," where lesser-known destinations are becoming increasingly popular, leading to a 126% increase in bookings for county-level accommodations [37] - The influx of foreign tourists is also notable, with a 173% increase in inbound travel orders during the May Day holiday compared to last year [50] Group 4: Evolving Travel Preferences - The article emphasizes the personalization of travel experiences, with younger travelers seeking tranquility in lesser-known areas, while older travelers are increasingly participating in group tours designed for their demographic [76][87] - The trend of "individualized tourism" is becoming more pronounced, as travelers seek unique experiences that resonate with their personal interests and lifestyles [75] - The article concludes that the meaning of travel has evolved, with a focus on personal fulfillment and enjoyment rather than traditional tourist activities [88]

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]