Core Insights - The domestic travel market in China is experiencing steady growth during the Dragon Boat Festival holiday, with 119 million domestic trips taken, representing a 5.7% year-on-year increase, and total spending reaching 42.73 billion yuan, up 5.9% [1] - The demand for quality travel experiences is rising, with consumers increasingly seeking emotional value rather than just basic sightseeing, prompting tourism providers to innovate and enhance their offerings [2][3] Travel Trends - The average spending on "light vacation" products, including tickets and camping, has increased by 8.8% year-on-year, indicating a growing preference for quality tourism [3] - Family-oriented travel is on the rise, with parent-child travel orders accounting for 35% of bookings on major platforms, and searches for family-friendly hotels increasing by 45% [4] - Pet-friendly travel options are gaining traction, with a 20% increase in the popularity of pet-friendly hotels during the holiday, reflecting the emotional value associated with traveling with pets [5] Cultural and Experiential Travel - The trend of immersive cultural experiences is highlighted, with searches related to traditional customs like "dragon boat" and "zongzi" increasing by 2.5 times, and bookings for cultural experience destinations rising over 40% [6][7] - The integration of local cultural elements into tourism, such as dragon boat races and traditional food offerings, is attracting more visitors to lesser-known destinations [7] International Travel Dynamics - The inbound tourism market is showing strong growth, with hotel search interest for inbound travel doubling during the holiday, and a total of 5.907 million people entering or exiting the country, a 2.7% increase year-on-year [8] - Popular outbound travel destinations include Japan, South Korea, and Thailand, with significant interest in short-haul flights from Shanghai to nearby countries [8][9] Flight and Accommodation Trends - Domestic flight prices saw a decrease of over 20% at the start of the holiday, while international flight prices also experienced slight reductions [9][10] - The number of flights during the holiday reached 81,000, with a 1.8% increase in passenger traffic compared to the previous year, indicating a recovery in travel activity [11] Future Outlook - The end of the Dragon Boat Festival marks the beginning of the summer travel season, with a notable increase in bookings for summer outbound travel and educational trips, particularly in nature-focused experiences [12]