报告共计：31页 《2025出游趋势洞察报告》由艺恩出品，报告指出，在社会内卷化、焦虑情绪蔓延的背景下，旅行成为现代人逃离日常、寻求精神慰藉的重要方式，旅行者 的价值取向和体验方式愈发多元。从出游数据来看，2024年国内出游人次同比2023年增长14.8%，"旅行"相关内容在社交媒体的声量增长180% ，2025年小 长假出游相关内容声量也均实现增长，五一假期因多休一天热度爆发，声量同比激增121%。在出游玩法上，呈现出多样化的特点。"去班味旅行"受青睐， 打工人利用周末进行城市周边游、staycation或极限出境游，江浙沪周边游热度高，周末特种兵旅行也从学生群体扩展到职场人士，他们突破时间与距离限 制，前往港澳地区、越南等地 。随着全球签证政策放宽和国际航线恢复，出境游市场复苏，人们探索世界的热情高涨，免签国旅行更受欢迎，旅行家们打 卡人生清单，小众冷门目的地也受到更多关注。"反向旅行"兴起，旅行者挖掘宝藏小城，享受当地美食、安逸氛围和独特文化，一些小城因美食、闲适和文 化特色而走红 。文化朝圣之旅成为新潮流，《黑神话：悟空》带动山西古建旅游热，非遗民俗活动和圣地巡礼也吸引众多旅行者。此外，季节限定旅行备 ...

Group 1 - The core viewpoint of the report indicates that the domestic tourism market during the "May Day" holiday is experiencing a significant surge in demand, potentially reaching historical highs, driven by favorable weather and various factors such as extended holiday arrangements [2] - Popular tourist cities in the Chengdu-Chongqing and Yunnan-Guizhou regions have become key "air hubs" and starting points for self-driving tours, with the top ten self-driving cities including Chengdu, Chongqing, and Shanghai [2] - The report highlights that the top ten train routes during the holiday are primarily "1-hour high-speed rail direct" connections, reflecting a trend where travelers are opting for less crowded, off-the-beaten-path destinations [2] Group 2 - There has been a three-digit percentage increase in the booking popularity of high-quality surrounding tours that include premium accommodations and entertainment packages during the "May Day" holiday [3] - The report notes that hotel booking popularity for four-star and five-star hotels has increased by 54% and 28% respectively, while lower-star hotels saw a 24% increase [3] - Popular outbound travel destinations during the holiday include Vietnam, Malaysia, and Cambodia, with Phnom Penh in Cambodia ranking as the second most popular inbound tourist source [3] Group 3 - Hotel prices in popular surrounding travel destinations such as Bangkok, Tokyo, and Seoul have decreased, enhancing the cost-effectiveness of short-haul outbound travel [3] - Major flight routes from Shanghai to Tokyo and Osaka, as well as from Beijing to Tokyo, have also seen price reductions, contributing to the attractiveness of short-distance international travel [3] - The heat in the short-haul outbound travel market is expected to continue into the first weekend after the holiday due to factors like post-holiday leave arrangements [3]

"世面"其实是世界的每一面。当下，越来越多年轻人看穿了流量陷阱的套路，积极解绑，让生活从"给 别人看"逐渐回归到自己的真实体验，也由此催生躺平式旅行、反向旅行等新型旅行范式。他们注重内 心需求，在旅游过程中做减法，在舒适度、体验度上做加法，把取悦自己放在首位；他们用脚投票，挖 掘"人少景美"的宝藏小城，在古朴与自然的"无名之地"中邂逅惊喜、记录幸福，推动小城旅游业的发 展；他们认同"我的旅行我做主"，心态轻松、顺其自然、走到哪算哪，就算在酒店里躺上一天也快 乐……无数年轻人正以个人喜好为基础DIY自己的旅行地图，用更开放的姿态拥抱未知的前方。 从"挤在人海"到"躺进山海"，躺平式旅行的背后，是年轻人对旅行自主权的逐渐收回。当文旅消费趋于 多样化和个性化，接住文旅经济的"泼天富贵"，人人皆有机会。对此，各地文旅还要及时跟上脚步，把 基础设施等硬件配齐，把人文特色等软件擦亮，挂出揽客的招牌、拿出宠客的态度、做足迎客的准备。 近年来，每逢假日，当"人从众"的假日图景刷屏时，许多年轻人却悄然调转方向。他们放下攻略、远 离"热榜"，在"冷门"小城、乡野村落或城市角落开启了一场场"反向花式旅行"，让假期回归松弛本质。 （ ...