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].

编者按 今年的政府工作报告将"大力提振消费、提高投资效益，全方位扩大国内需求"列为年度工作任务之首。今年以来，多部门、多地合力促消费，消费潜力 的释放也备受关注。"五一"假期，证券时报记者深入调研商超、电影、餐饮、旅游等多个行业，实探假日消费活力，并推出系列报道，以飨读者。 2025年"五一"假期，旅游市场再次迎来了爆发式增长。 多地文旅部门披露的数据显示，今年"五一"假期首日及第二日接待游客人次均超过去年同期。在线旅 游平台数据显示，今年"五一"假期，长线游、深度游成为旅游市场的新引擎。 携程研究院行业分析师方泽茜表示，今年"五一"文旅市场呈现"多点开花"态势，消费升级与理性需求并存。长线游、自驾游热度不减，反向旅游趋势凸显， 中小城市及乡村凭借差异化体验分流传统热门景区压力。消费者对深度文化体验需求强烈，如非遗体验、场景化互动项目溢价意愿显著，推动文旅产品从"观 光式"向"沉浸式"迭代。 传统热门城市依旧火爆 长线游进一步爆发 美团旅行发布的"五一"假期首日数据显示，假期第一天，文旅消费热度持续攀升，由异地游客贡献的景区门票交易额同比增长15%左右。上海迪士尼度假区、 北京环球度假区、万岁山武侠城、泰山风 ...

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]

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]

Core Viewpoint - The article discusses the significant changes in travel and accommodation trends during the May Day holiday in China, highlighting the unexpected price increases in flights and hotels, particularly in less popular destinations and county-level accommodations, as well as the growing presence of foreign tourists and older travelers in the tourism market [5][39][51]. Group 1: Travel Trends - The May Day holiday in 2025 is expected to reach a peak in travel popularity, with domestic flight bookings exceeding 5.42 million, a 31% increase compared to the previous year [7]. - Popular destinations are experiencing a price surge, with over 70% of flight prices increasing by 2% to 5% [12]. - The average ticket price for economy class has dropped over 10% year-on-year, but airlines are opting to reduce seat availability rather than lowering prices [15][16]. 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 [21][36]. - For example, a hotel in Xuchang increased its price from 163 yuan to 672 yuan per night, marking a 312.3% increase [35]. - In major cities, hotel prices have also risen significantly, with increases ranging from 40% to 195% in various locations [33]. Group 3: Changing Demographics of Travelers - There is a notable increase in foreign tourists, with inbound travel orders rising by 173% compared to last year, driven by the expansion of visa-free policies [51][62]. - The demographic of travelers is shifting, with a significant rise in the number of older tourists, particularly those aged 60 and above, who now make up over 35% of visitors in some popular areas [71]. - Younger travelers are increasingly seeking unique experiences in quieter, less commercialized locations, contributing to the rise of county-level tourism [78]. Group 4: Consumer Behavior and Preferences - The article emphasizes a shift towards personalized travel experiences, with travelers seeking tranquility and unique local experiences rather than traditional crowded tourist spots [76][79]. - The rise of "reverse tourism" is highlighted, where lesser-known destinations are becoming more popular, leading to increased demand for accommodations in these areas [39][45]. - Events and concerts are becoming significant attractions, with various performances scheduled during the holiday, appealing to diverse interests [82].