Core Insights - The "May Day" holiday in China saw a significant increase in domestic and international travel demand, with 314 million domestic trips taken, representing a 6.4% year-on-year growth, and total domestic spending reaching 180.27 billion yuan, up 8.0% [1][13] - The number of inbound and outbound travelers during the holiday reached 10.89 million, with a daily average of 2.18 million, marking a 28.7% increase compared to the previous year [1][4] - China's position as a key player in the international tourism market is reinforced by the relaxation of visa policies and the expansion of international flight connectivity [1][4] Domestic Travel Trends - Major cities like Beijing and Guangzhou experienced a surge in inbound tourism, with Beijing receiving 104,000 visitors, a 42.4% increase, and Guangzhou's airport managing over 230,000 travelers, up approximately 22% [2] - The restaurant and cultural tourism sectors also thrived, with key monitored dining enterprises reporting an 8.7% increase in sales during the holiday [1] International Travel Dynamics - The number of foreign visitors entering China reached 1.115 million, a 43.1% increase year-on-year, with 380,000 benefiting from visa-free policies, up 72.7% [4] - China's new tax refund policies and expanded duty-free shopping options are designed to enhance the shopping experience for international visitors, thereby boosting retail and overall economic growth [5][4] Cultural and Experiential Tourism - The trend of cultural experiences and diverse activities is becoming a core attraction for foreign tourists, with significant increases in orders for local food experiences and immersive cultural activities [9][20] - The "May Day" holiday saw a 130% year-on-year increase in inbound travel orders, with cities like Shanghai and Shenzhen leading the way [9] Changes in Consumer Preferences - There is a notable shift towards "reverse travel" and rural tourism, with lower-tier cities and rural areas seeing a 25% increase in tourism consumption compared to higher-tier cities [15][16] - The demand for self-driving tours and short-distance travel is rising, with popular routes including both major cities and lesser-known destinations [17] Integration of Culture and Tourism - The integration of cultural events and tourism is driving demand, with activities like music festivals and local cultural performances becoming popular among younger travelers [18][20] - Government initiatives to promote cultural heritage through free admission to historical sites for educational activities are attracting more visitors [21] Service Enhancements - Various regions have improved their tourist services, such as opening government canteens to visitors and enhancing local experiences to ensure tourists leave satisfied [23] - The overall tourism market is characterized by a diverse range of products and services, reflecting a trend towards personalized and high-quality offerings [23]

从长线游持续升温到反向游大行其道，出入境旅游双向大涨，刚刚结束的"五一"假期，文旅市场创下近 三年新高。 多家OTA（在线旅游平台）、美团等线上平台发布的"五一"数据显示，在味蕾游、演出游、赶海游、奔 县游等多样玩法推动下，"五一"假期多点开花，出游带动了新一轮消费热潮：美团旅行数据显示，今 年"五一"假期，文旅订单较2023年同期增长30%，携程"五一"入境游订单飙升130%，飞猪方面，直营高 星酒店预订量同比上扬超20%。 不过这波"五一"旅行的热浪还没完全过去。假期结束，旅行还在继续。飞猪方面表示，从预订趋势来 看，延长假期或"请4休11"拼假的趋势较去年更为显著，返程高峰期延后，整体游玩周期同比拉长。 假期更长让人们走更远，长线目的地旅游持续升温。携程数据显示，青海、新疆、宁夏、甘肃等长线目 的地的景区门票销售额同比呈现1—2倍的大幅增长。同程旅行数据显示，除北上广深杭等热门旅游城市 外，"一路向西"成为今年"五一"国内长线旅游市场的主流趋势。 美团方面对记者表示，TOP10热门目的地为南京、西安、成都、 北京、重庆、长沙、洛阳、武汉、上 海、广州。 文旅市场火爆进一步拉动了餐饮相关消费。美团数据显示 ...

Core Insights - The "May Day" holiday saw a vibrant revival in the cultural and tourism market across China, with emerging trends focusing on immersive experiences, AI integration, and therapeutic activities [1][10] Group 1: Immersive Experiences - Various cultural markets showcased unique experiences, such as street markets in Dalian with 66 diverse stalls and over 50 engaging activities, enhancing the atmosphere for visitors [2] - The South Yue King Museum in Guangzhou transformed static exhibitions into dynamic cultural experiences through activities like Hanfu cosplay and creative markets, providing a strong sense of immersion [2] - The Hengdian Film City in Zhejiang allowed visitors to engage directly with actors, shifting the experience from passive viewing to active participation, significantly increasing engagement and enjoyment [3] Group 2: AI Integration - Technological innovations were prominent, with robots enhancing visitor experiences, such as a robot ski show in Guangzhou featuring AI dogs performing lion dances and skiing [4][5] - The introduction of robots in scenic areas, like the welcoming robots in Wenzhou's Yandang Mountain, showcased the blend of technology and nature, enhancing the overall tourist experience [7] Group 3: Therapeutic and Reverse Tourism - The trend of "reverse tourism" gained traction, with individuals opting for local nature experiences to avoid crowded tourist spots, reflecting a desire for relaxation and connection with nature [8][9] - Activities like pottery making in Longquan and leisurely coffee by the lake provided therapeutic benefits, catering to the growing demand for emotional value in tourism [9][10] - Music festivals and outdoor events in Guangdong and Zhejiang attracted younger crowds seeking emotional engagement and social relaxation, indicating a shift towards experiential consumption in the tourism sector [10]

Group 1 - The tourism trend in Sichuan is experiencing a surge, with a notable increase in self-driving travel and interest in lesser-known destinations during the "May Day" holiday [5][6] - Statistics from the Sichuan Provincial Culture and Tourism Industry Leadership Group Office indicate that during the first three days of the holiday, 905 A-level scenic spots received a total of 19.09 million visitors, with ticket revenue reaching 211.54 million yuan, marking a year-on-year increase of 19.95% and 19.09% respectively [5] - The popularity of unique travel experiences is highlighted by various interactive activities across different tourist destinations, such as cultural festivals and traditional performances, which cater to diverse age groups [6] Group 2 - The reopening of scenic routes like the Li County to Xiao Jin road in Aba Prefecture has attracted self-driving enthusiasts, offering breathtaking views of natural landscapes [5] - Events such as the "Moonlight Poetry and Wine" theme activity at the Li Bai Memorial Park have drawn significant crowds, showcasing local culture through interactive games and performances [5] - The increase in travel destinations is evident, with data showing that on the first day of the holiday, travelers covered 1,229 counties nationwide, with a booking increase of 20% year-on-year [5]