Core Insights - The recent National Day and Mid-Autumn Festival highlighted the trend of experiential consumption in tourism among Chinese consumers, focusing on discovering unique destinations and engaging in local cultural experiences [2][10] Group 1: Consumer Trends - There was a significant increase in interest for small town tourism, ancient towns, and intangible cultural heritage experiences during the holiday period [2][10] - Douyin's (TikTok) report indicated that group purchase orders for hotels and tourism in Jingdezhen surged, with hotel tourism orders up 113% and scenic ticket orders up 101% year-on-year [8][9] Group 2: Douyin's Role in Tourism - Douyin has been actively promoting the cultural tourism market, leveraging its content platform to create a consumption loop from content engagement to actual purchases [4][10] - The viral success of local influencers, such as the "Chicken Chop Brother" in Jingdezhen, has led to increased orders for local hotels and attractions, demonstrating the platform's ability to convert online engagement into offline sales [8][9] Group 3: Hotel Industry Dynamics - Douyin launched the "Heartfelt Hotel" initiative, showcasing 443 unique lifestyle hotels across 39 cities, which has led to a 118% year-on-year increase in orders for these hotels [14][21] - The platform's focus on user-generated content and emotional engagement has made hotels a key part of the travel experience, with many hotels now emphasizing unique service offerings [15][18] Group 4: Experiential Consumption Growth - The holiday period saw a notable rise in experiential consumption, particularly in unique scenic spots and intangible cultural heritage projects, with significant increases in group purchase orders for activities like glassblowing and pottery making [26][29] - The top ten scenic spots favored by Douyin users were characterized by immersive experiences, indicating a shift towards more engaging and interactive tourism offerings [21][24]

Core Insights - The National Day and Mid-Autumn Festival holiday this year saw a significant increase in travel demand, with a 30% rise in travel orders compared to last year, driven by a blend of long-distance and local tourism [1][4] - Emerging trends in tourism include deep travel experiences and visits to lesser-known small towns, reflecting a shift towards experiential travel [2][5] - The younger demographic, particularly those born after 2000, is increasingly participating in travel, with their representation among visitors rising by nearly 65% [4] Group 1: Travel Trends - There is a notable increase in travel orders for small towns and deep travel experiences, with many tourists seeking local cultural and leisurely activities [2][5] - Popular destinations include various counties across China, with a 51% increase in bookings for county-level destinations compared to last year [4] - The trend of staying within the same city for extended periods has also grown, with a 50% increase in tourists engaging in deep experiences [5] Group 2: Event-Driven Tourism - Major events such as concerts and sports competitions have significantly boosted hotel bookings, with some areas seeing increases of up to 116% in hotel reservations [7] - The participation of foreign tourists in China during the holiday has also increased, with a 33% rise in flight bookings by non-Chinese passport holders [7] - Popularity among foreign tourists is evident, with visitors from countries like South Korea, Japan, and Vietnam showing a strong interest in traveling to China [7] Group 3: Market Dynamics - The tourism market is exhibiting strong vitality, driven by diverse consumer demands and high-quality offerings [8] - New travel experiences and innovative tourism products are being developed to cater to the evolving preferences of travelers [1][8]

Core Insights - The trend of "small town travel" is gaining popularity, with over half of respondents planning to visit small towns during the upcoming holiday, primarily seeking tranquility and a slower pace of life [1][3][16] Group 1: Travel Preferences - 54.2% of respondents plan to travel to small towns during the holiday, with the main motivation being to find "human tranquility" [1][3] - 63.9% of small town visitors prefer to avoid crowds, valuing the quieter experience that small towns offer [1][3] - Nearly 50% of respondents believe that small towns allow them to "slow down" and better control their travel pace [1][4] Group 2: Cultural and Culinary Experiences - 54.2% of respondents enjoy the "smoky atmosphere" of small towns, with many seeking authentic local experiences such as visiting traditional markets [2][6] - 64.7% prioritize local cuisine when choosing a small town to visit, indicating that food is a significant draw for travelers [10][12] - 46.5% appreciate hands-on cultural experiences, such as learning local crafts, which enhance their connection to the destination [8][13] Group 3: Destination Preferences - The top five small towns that respondents are most interested in visiting include Xinjiang Yining, Guangxi Yangshuo, Jiangxi Wuyuan, Inner Mongolia Arxan, and Zhejiang Lishui, each known for their unique characteristics [16][17] - 82.2% of respondents expressed intentions to travel to small towns within the next year, reflecting a strong interest in exploring less commercialized destinations [16][19] Group 4: Future Initiatives - JD Travel has launched a "Hidden Gem City" initiative to promote lesser-known small towns, aiming to provide quality travel services while maintaining the unique charm of these destinations [19][20] - 70.7% of respondents hope for the development of more under-explored small towns to avoid overcrowding and preserve their appeal [20]

Core Insights - The article highlights the growing trend of "small town tourism" as more travelers seek less crowded destinations during holidays, with a significant increase in interest for such locations, evidenced by a 200% rise in searches for "where to go with fewer people" during the National Day holiday [3][5]. Group 1: Trends in Small Town Tourism - A recent survey indicates that 54.2% of respondents plan to visit small towns during the 2025 National Day holiday [4]. - The appeal of small town tourism is attributed to changing travel preferences, with younger travelers favoring unique and less crowded experiences over popular tourist spots [5][6]. - 63.9% of small town visitors prioritize avoiding crowds, valuing a quieter experience in nature [6]. Group 2: Demographics and Preferences - The primary demographic for county tourism consists of the Z generation and millennials, particularly those aged 18-34, who represent 39.87% of the consumer base [6]. - A significant portion of respondents (49.7%) noted that small towns offer high cost-performance ratios, with most planning a budget of 2001-5000 yuan for their trips [7]. Group 3: Accessibility and Infrastructure - The development of transportation networks, including high-speed rail and highways, has greatly improved access to small towns, enhancing their tourism potential [7]. - The opening of new rail connections, such as the Shenyang to Baishan high-speed rail, is expected to boost tourism in previously less accessible areas [7]. Group 4: Attractions and Cultural Significance - Small towns are increasingly recognized for their unique culinary offerings, scenic beauty, and rich cultural heritage, which are becoming major draws for tourists [8]. - Notable attractions include distinctive architecture and local customs, with 46.9% of visitors specifically seeking out unique historical buildings [8].

Core Insights - The trend of "small city tourism" is gaining popularity as more travelers seek less crowded destinations during holidays, with a significant increase in interest for "where to go with fewer people" rising by 200% [1] - A survey indicates that 54.2% of respondents plan to visit small cities during the 2025 National Day holiday [2] Group 1: Changing Travel Preferences - The rise of small city tourism aligns with new consumer demands for unique and less crowded travel experiences, particularly among younger generations [3] - 63.9% of small city tourists prioritize avoiding crowds, valuing the tranquility and immersive experiences that small cities offer [3] Group 2: Demographics and Spending - The primary demographic for county tourism consists of the Z generation and millennials, with 39.87% being aged 18-34, showing a strong desire for relaxation and unique experiences [3] - 49.7% of respondents highlight the "high cost-performance ratio" of small cities, with the majority planning a budget of 2001-5000 yuan for their trips [4] Group 3: Accessibility and Infrastructure - Improved transportation networks, including high-speed rail and highways, have significantly enhanced access to small cities, boosting their tourism potential [4] - The opening of new high-speed rail lines, such as the one connecting Shenyang to Baishan, is expected to further stimulate tourism in these areas [4] Group 4: Attractions and Cultural Appeal - Small cities are increasingly attractive due to their unique culinary, scenic, and cultural offerings, with 46.9% of tourists visiting for distinctive historical architecture [5] - Cultural elements, such as local customs and architecture, play a significant role in drawing visitors to small cities, with many travelers seeking to connect with these unique aspects [5]

Core Insights - "Small town travel" has become a new preference for holiday outings, with a significant increase in interest as travelers seek less crowded destinations during peak travel times [1][3] - A survey indicates that 54.2% of respondents plan to travel to small towns during the 2025 National Day holiday, reflecting a growing trend [2] Group 1: Trends in Small Town Travel - The rise of small town travel is attributed to changing consumer demands and improved capacity in these areas, making them more appealing to tourists [3] - Young travelers, particularly from Generation Z and Millennials, are increasingly drawn to unique and less crowded experiences, with 63.9% prioritizing the avoidance of crowds [3][4] - The desire for a "relaxed" atmosphere and unique experiences is particularly strong among the 18-34 age group, which constitutes the main consumer base for county tourism [3] Group 2: Economic Factors and Accessibility - Small towns are perceived as offering high cost-performance ratios, with 49.7% of respondents highlighting this aspect as a key factor for their travel choices [4] - The majority of travelers plan to budget between 2001-5000 yuan for their trips, indicating a preference for moderate spending that balances cost and experience [4] - Improved transportation networks, including high-speed rail and highways, have significantly enhanced accessibility to small towns, further boosting their tourism potential [4] Group 3: Attractions and Cultural Appeal - Small towns are increasingly recognized for their unique culinary, scenic, and cultural offerings, which are becoming more attractive to tourists [5] - Architectural and cultural heritage are major draws, with 46.9% of travelers willing to visit small towns specifically for their unique historical buildings [5] - Cultural stories and local traditions also pique interest, with 32.1% of respondents expressing curiosity about the local customs and heritage of small towns [5]

Core Insights - The article highlights the significant growth in China's tourism market during the "Golden Week" holiday, driven by the expansion of visa-free policies and changing travel preferences among foreign tourists [1][4][5]. Group 1: Visa-Free Policy Impact - The number of foreign tourists entering China visa-free has increased by 52.1% year-on-year, with a total of 15.89 million visa-free entries recorded [4]. - The implementation of visa-free policies has notably boosted the enthusiasm of Russian tourists, with many expressing their excitement about the ease of travel [6][8]. Group 2: Tourist Preferences and Trends - Popular source countries for tourists during the holiday include South Korea, Japan, Thailand, Malaysia, and the United States, with cities like Shanghai, Beijing, and Guangzhou being top destinations [5]. - Tourists are increasingly opting for less conventional travel experiences, such as exploring smaller cities and engaging in local cultural activities [9][15]. Group 3: Technological and Service Enhancements - Foreign tourists have reported a high level of satisfaction with China's modernized travel services, including payment systems and communication facilities [12][13]. - The rise of technology-driven experiences, such as automated services and high-speed internet, has become a significant draw for international visitors [14][16]. Group 4: Cultural and Shopping Experiences - Tourists are showing interest in purchasing local products, including cultural souvenirs and modern tech items, reflecting a shift in shopping preferences [15][16]. - The trend of seeking authentic cultural experiences is evident, with many tourists engaging in local customs and exploring historical sites [10][11].

Core Insights - The trend of foreign tourists exploring smaller cities in China is on the rise, with a significant increase in flight bookings to these destinations during the summer season [1][2] Group 1: Tourist Trends - The number of Chinese cities booked by foreign tourists reached 144 during the summer, an increase of 16 compared to last year, with most new destinations being smaller cities known for their natural beauty [1] - Flight bookings to Yiwu, known as the "world supermarket," surged by 2.6 times, particularly among tourists from Vietnam and Indonesia, who saw over a 3-fold increase [1] - The popularity of the animated film "Wang Wang Mountain Little Monster" has led to a 9-fold increase in flight bookings to Datong, making it the fastest-growing destination for foreign tourists [1] Group 2: Travel Behavior - Foreign tourists are increasingly opting for in-depth exploration of unique small cities rather than just visiting major cities like Beijing and Shanghai, as indicated by the growing interest in places like Pingyao Ancient City and Qiao Family Compound [2] - The expansion of the 240-hour visa-free transit policy and the opening of more airports in smaller cities have made it easier for foreign tourists to travel to these locations [2] Group 3: Transportation Preferences - High-speed rail has become a primary mode of transportation for foreign tourists, with Indonesian tourists' bookings increasing by 2.5 times, and other countries like Malaysia and Canada seeing over 100% growth in high-speed rail ticket bookings [3] - Tourists from long-distance countries such as the US, Russia, and Canada tend to stay longer and explore more destinations, utilizing the extensive high-speed rail network to connect major and minor cities [3]

Core Viewpoint - The article highlights the rapid growth of county tourism in China, driven by younger generations seeking unique travel experiences and supported by favorable policies and improved transportation infrastructure [1][2][3]. Group 1: County Tourism Growth - Since 2024, county tourism in China has experienced explosive growth, with an average of 5.81 million visitors and a year-on-year increase of 14.26% in total tourism revenue, which grew by 9.96% [1][2]. - The core consumer demographic for county tourism is primarily young people aged 18-34, with "post-90s" and "post-00s" making up 39.87% of this group, indicating a strong demand for relaxation and niche experiences [2][3]. Group 2: Policy and Infrastructure Support - Local governments are increasingly prioritizing high-quality development in the cultural and tourism sectors, aiming to create world-class tourism brands and enhance project leadership, which provides solid policy support for county tourism [2][3]. - The improvement of transportation networks and the rise of family car ownership have significantly contributed to the growth of county tourism, making it more accessible [3]. Group 3: Economic Impact and Consumer Behavior - The number of active consumers and order volume in county tourism has rapidly increased, with a 19.6% year-on-year growth in consumers and a 22.6% increase in order volume on Meituan's platform in 2024 [3]. - Local residents are also increasing their tourism spending, reflecting a broader trend of rising income and consumption levels in county areas [3]. Group 4: Case Study - Anji County - Anji County has transformed its tourism from day trips to in-depth experiences, with 34.02 million visitors and a total tourism revenue of 47.56 billion yuan in 2024 [4]. - Anji is notable for having the highest number of high-end hotels and a significant number of homestays, with over 40,000 people employed in tourism-related jobs, contributing over 20% to farmers' direct income [4]. Group 5: Regional Characteristics and Trends - Zhejiang Province is highlighted for its diverse tourism resources and effective policy support, which integrates scattered tourism assets and promotes new tourism formats appealing to younger audiences [5]. - Specific local attractions, such as the "Kailang Street" in Zhuji and the Yiwu International Trade City, have become popular destinations, drawing significant visitor numbers and showcasing the unique products of the region [5].

Group 1: Domestic Travel Trends - During the "May Day" holiday from May 1 to May 5, 2023, over 314 million domestic trips were made in China, marking a year-on-year increase of 6.4% [1] - Total spending by domestic tourists reached 180.27 billion yuan, reflecting an 8.0% year-on-year growth [1] - Various regions reported significant increases in tourist numbers and spending, with Tianjin seeing 16.93 million visitors (up 20.3%) and a spending of 14.95 billion yuan (up 22.5%) [2] Group 2: Emerging Travel Destinations - Smaller cities and less traditional tourist spots gained popularity, with locations like Jilin's Baishan and Hainan's Wenchang attracting considerable attention [5] - New emerging counties such as Bortala and Xinzhou experienced a surge in search interest, indicating a shift in tourist preferences towards less crowded destinations [5] Group 3: International Travel Dynamics - Outbound tourism remained strong, with popular destinations including Japan, South Korea, and Thailand, and international cruise bookings increasing by over 60% year-on-year [6] - Inbound tourism also showed signs of recovery, with major source countries for foreign tourists including Myanmar, South Korea, and Malaysia, accounting for 57.4% of total foreign visitors [6] - Recent upgrades to tax refund policies for outbound travelers have positively impacted the inbound tourism market, with significant increases in orders for inbound travel in cities like Shanghai and Shenzhen [6]