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].

Group 1 - The May Day holiday in 2025 is expected to reach a peak in popularity, with significant increases in travel activity compared to previous years [4][5] - Domestic flight bookings for the May Day holiday have exceeded 5.42 million, representing a year-on-year growth of approximately 31% [5] - The average daily traffic on highways during the holiday is projected to be around 62 million vehicles, indicating a surge in self-driving travel [5] Group 2 - More than 70% of flight prices to popular destinations have increased, with price hikes generally ranging from 2% to 5% [10] - The average ticket price for economy class has dropped over 10% year-on-year in Q1 2024, leading airlines to avoid lowering prices despite increased passenger volume [13][14] - Hotel prices in smaller cities and lesser-known tourist spots have surged, with some hotels experiencing price increases of over 300% during the holiday [16][33] Group 3 - The trend of reverse tourism is gaining momentum, with a 126% increase in orders for county-level accommodations, significantly outpacing the overall market growth of 73.6% [39] - The hotel price increases in major cities range from 40% to 195%, with the highest increase recorded at 195.4% for a hotel in Xi'an [31][34] - The influx of foreign tourists has led to a 173% increase in inbound travel orders for the May Day holiday compared to the previous year [53] Group 4 - The demographic of travelers is shifting, with a notable increase in the proportion of tourists aged 60 and above, which now exceeds 35% in some popular destinations [74] - The travel preferences of younger generations are evolving, with a growing interest in quiet, less crowded destinations [82] - The rise of personalized travel experiences is evident, as travelers seek unique and meaningful journeys rather than traditional crowded holiday trips [79]

南方财经全媒体记者魏彤广州报道 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。 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。这一现象并非偶然，而是多种社会经济因素相互作用的结果，年轻消费者涌 向冷门打卡地寻找"松弛感"的"反向旅游"，正是其中一种体现。 反向旅游，即是游客去到陌生城市，漫无目的没有计划，放弃严谨的打卡式旅游，想去体验一下新鲜景 点，就找一个当地人问路；饿了，就钻进老城区里尝一尝当地美食。不为在旅行中学到什么意义，为的 就是体验宝贵的"放松感"。 在一个陌生地点完完全全放松自己，能够拥有不同于工作日那种身心紧绷 的体验。 携程数据显示，今年"五一"期间，旅游下沉化趋势更加明显，四线及以下城市消费升级趋势较三线及以 上城市更显著。前者市场旅游热度同比增长25%，增速高出高线城市11个百分点。此外，小城"钞能 力"显现，高星酒店消费占比碾压高线城市。 不少城市因此也开始深挖自家宝藏冷门的打卡宝地，一经推荐带火了不少地区消费。 在广州，人少景美的江心小岛国际生物岛，租辆单车环岛骑行，既能运 ...

Group 1 - The rise of AI technology allows users to transform images into Studio Ghibli styles, leading to widespread social media engagement and concerns over copyright infringement [7][9][10] - The cross-border e-commerce platform DHgate has seen a significant increase in its app ranking, reaching the second position in the US App Store and topping the charts in 98 countries, attributed to its low-cost B2B model [12][15] - SHEIN, a fast-fashion giant, is facing challenges due to fluctuating international trade policies, despite making progress in its listing process [16][18] Group 2 - The upcoming May Day holiday is expected to drive travel demand, with a notable increase in hotel bookings across over 1,200 counties in China, highlighting a trend towards "reverse tourism" [19][22] - Meituan is re-entering the offline market with its Xiaoxiang supermarket, aiming to compete with Hema and JD's fresh food offerings, leveraging its strong online presence [26][28] - Luxury brand LV is engaging Gen Z by collaborating with TikTok influencers for its spring campaign, reflecting a broader trend of brands seeking to connect with younger consumers [31][34] Group 3 - The Coachella music festival featured notable performances, including Lady Gaga's acclaimed show and Green Day's politically charged set, showcasing the event's cultural significance [36][39]

以下文章来源于DT商业观察 ，作者DT商业观察 DT商业观察 . 第一财经旗下年轻态财经商业媒体。关注消费、互联网、电商、文娱、科技、城市等领域，融合媒体和研究机构的禀赋，厘清趋势和商业间的关系，用年轻 化的视角认识商业世界。 2025年轻人旅游趋势报告。 文 ｜ 张晨阳 胡汉三 编辑 ｜ 郑晓慧 来源｜ DT商业观察（ID：DTcaijing） 封面来源 ｜ Pexels 五一假期在即，又到了旅游旺季。一边，是#五一旅游景点搜索量暴涨#、#00后年轻人猛搜五一旅游#等话题热议不断，大家纷纷研究如何"请四休十"，寻 找"冷门旅游目的地"；另一边，是"到处都是人人人人人人人人人人，五一哪都不去"的吐槽。 究竟有多少人准备五一去旅游？大家又选择了怎样的旅游方式? 《DT商业观察》和《第一财经》联合发起了一份旅游调研，收集并分析了1243份问卷结果，发布《2025年轻人旅游趋势报告》。 下面是我们的发现。 今年五一， 43.1%受访者有旅游计划 调研中，只有43.1%的受访者今年五一有旅游出行计划，虽然看着不多，但这个比例已经比"报复性旅游"的2023年（32.4%）还要高。同程、携程、飞猪等 OTA平台发布的数据 ...

Group 1 - The inbound tourism market in China is expected to experience a significant surge during the upcoming "May Day" holiday, with daily cross-border movement projected at 2.15 million people, surpassing pre-pandemic levels [1] - Inbound travel orders have seen a remarkable year-on-year increase of 173% during the "May Day" holiday, with Japan and China experiencing a notable reciprocal travel trend [2] - Major airports such as Shanghai Pudong, Guangzhou Baiyun, Beijing Capital, and Chengdu Tianfu are expected to see daily inbound and outbound passenger numbers exceeding 10,000 [1][2] Group 2 - The trend of "reverse tourism" is gaining traction, with younger consumers opting for vacations in smaller cities, leading to a consumption upgrade in county-level tourism markets [3][4] - Data indicates that tourism in lower-tier cities is growing at a faster rate than in higher-tier cities, with a 25% increase in market heat for four-tier cities and below, outpacing higher-tier cities by 11 percentage points [3] - Hotel bookings in county-level cities have expanded significantly, with a 30% year-on-year increase in high-star hotel reservations during the "May Day" holiday [3]

Core Insights - The upcoming May Day holiday is expected to see a significant increase in travel interest, with 43.1% of respondents planning to travel, up from 32.4% in 2023 [3][4] - Online travel agencies (OTAs) report a surge in travel bookings, with domestic hotel searches remaining stable and international inbound travel orders increasing by 173% year-on-year [4][6] - The report highlights a shift in travel frequency, with more respondents planning to travel 3-4 times this year compared to previous years [6] Travel Preferences - The top destinations for May Day travel include Beijing, Shanghai, and other cities known for their cultural and culinary offerings [7] - Travelers are increasingly looking for companions, with family and friends being the preferred travel partners, while men tend to prioritize traveling with romantic partners [9][12] - The most popular travel style is "拼好假" (combining holidays with leave), chosen by 54.2% of respondents, followed by a preference for visiting less popular destinations [13][14] Age Group Insights - Generation Z (00s) favors interest-based travel, often attending events like concerts and exhibitions, while Millennials (90s and 95s) prefer relaxed and leisurely trips [20][25] - Older generations (80s and 85s) are more inclined towards nearby vacations and educational trips, such as factory visits [26][27] - The report indicates a growing trend of "反向旅游" (reverse tourism), where travelers seek out less crowded locations [14][25] Hotel Preferences - The most favored hotel brand among respondents is "全季" (Quanjing), with mid-range and budget hotels being the most popular choices [34] - Younger travelers (00s and 95s) are particularly attracted to hotels with smart home features, while older generations prioritize amenities like parking and wellness facilities [37][40] - The evolving role of hotels is highlighted, as they are increasingly seen as multifunctional spaces rather than just places to stay [34][40] Conclusion - The findings suggest a shift in travel motivations, with a focus on personal interests and experiences rather than traditional sightseeing [41] - The report emphasizes that travel is becoming a more integral part of everyday life, with spontaneous trips to nearby locations gaining popularity [41]

Core Insights - The upcoming "May Day" holiday is expected to see unprecedented enthusiasm in the cultural tourism market, with travel numbers potentially reaching new highs, reflecting strong domestic demand [1][2] - The integration of artificial intelligence (AI) is transforming consumer habits and pushing travel companies to enhance their resource integration capabilities to meet diverse and personalized needs [1][4] Group 1: Travel Trends - According to Tongcheng Travel, the travel heat during the "May Day" holiday in 2025 may reach the peak levels seen since 2023 [2] - Data from Qunar indicates that this year's "May Day" holiday has seen higher booking volumes for flights, hotels, and tickets compared to the same period in 2024 [2] - The demographic structure of travelers remains similar to previous years, with young people and family trips dominating, and family trips accounting for nearly 40% of total travelers [2][6] Group 2: Cultural and Experiential Tourism - The "cultural + tourism" model continues to gain popularity, with Qunar reporting that every 1 yuan spent on music festival tickets can drive 7-8 yuan in comprehensive consumption in the hosting city [3] - The trend of "traveling with concerts" is becoming increasingly popular among young consumers, reshaping market dynamics and acting as a new engine for urban consumption [3] Group 3: AI Integration in Tourism - The application of AI, such as DeepSeek, is significantly changing internal operations within travel companies, enhancing efficiency in management and service delivery [4] - AI is increasingly being used for trip planning, with users opting for AI-generated itineraries instead of traditional travel guides [4] - The tourism industry is witnessing a shift towards customized travel experiences, driven by AI, which is expected to challenge traditional business models and require companies to improve their resource integration and responsiveness [4] Group 4: Supply and Demand Dynamics - Despite high demand for travel and accommodation during the "May Day" holiday, some regions are experiencing a decline in visitor numbers, affecting local tourism businesses [6] - The overall supply of tourism services has been increasing since 2023, but certain areas are facing oversupply, indicating a shift from resource competition to creativity, branding, and service quality [6] - The high-end market continues to grow steadily, while competition in the mid-range market intensifies, revealing new market potential driven by consumer demand differentiation [6] Group 5: Outbound and Inbound Travel Growth - The outbound travel market is expected to maintain high activity during the "May Day" holiday, with Ctrip reporting a 173% year-on-year increase in inbound travel orders [6][7] - The combination of business and leisure travel is boosting flight availability to Southeast Asia and Japan, while policies like visa exemptions and tax refunds are attracting more foreign tourists to China [6][7]