新华社北京10月9日电（记者阳娜）今年国庆假期恰逢中秋佳节，外出旅游与返乡团圆交织，长线游与周边游需求齐涨。多个网络平台披露的 消费数据反映出，国庆中秋假期出行订单大量增长，小城游、深度游等成为旅游新趋势，满满的烟火气、人文活力带动旅游消费市场火热起来。 美团旅行发布的数据显示，国庆中秋假期出行订单量较去年国庆假期增长30%，味蕾游、赛事游、"躺平游"、小团游等满足年轻人对情绪价 值需求的新玩法，不断创新文旅体验，激活假日消费。 去江苏宜兴、东台，浙江海宁等地逛古镇，观潮起潮落；去景德镇沉浸式体验陶瓷手作；去荆州古城观赏灯光秀、沉浸剧；去江西婺源县领 略"晒秋"传统……深度旅游让国内众多"宝藏"小城走进公众视野。越来越多人偏向体验小城里的慢生活，寻找这些地方的人文气息和烟火气。 有别于那些涌向各大"人从众"景区的游客，来自北京的李佳佳假期去浙江临海体验了几天当地人生活，她说："平时上班8点起床像酷刑，可 去逛紫阳街早市，我6点半就跟着人流往巷子里钻了，就为了去'抢'海苔饼。抛开忙碌的工作，听听大爷大妈讨价还价、摊主吆喝揽客的声音，很 是惬意自在。" 10月6日，游客在江西省上饶市铅山县石塘镇赏景游玩（无人机照 ...

目前，越来越多人开始把目光转向小城 ，这个十一假期，有人打算到浙江临海赶早市抢海苔饼，有人 计划去甘肃天水炫一碗地道麻辣烫……"小城游"为何能悄悄成为假期出行的"新偏爱"?人们去小城究竟 想找什么? 为了解大家对"小城"的期待，近日，京东消费及产业发展研究院联合京洞察发起调研，与1000位消费者 深度对话，从出行意愿、核心动因到体验偏好，全方位还原"小城游"背后的需求变迁。调研结果显示： 超半数人十一假期计划"游小城"，超六成人想要找到人间清净。调研显示，54.2%的受访者在2025年十 一假期有 "游小城" 计划，他们的核心诉求是寻找 "人间清净"，63.9%的小城游客表示，选择小城是想 要"避开人流"，认为小城"更清净";50.5%的人觉得在小城，能"静赏"自然景观;还有40.8%的人去小城是 为了"沉浸生活，找回烟火气"。 近五成人认为去小城可以"慢下来"，更好的掌控旅行节奏。根据调研，有49.7%的受访者选择小城是想 要短暂远离城市的快节奏，可以让自己慢下来;45.1%的人认为小城旅行更容易"节奏自由"。 近五成人会"为吃赴一城"，超四成人追"季节限定景色"。调研显示，64.7%的人选小城会先看"美食 ...

2025.10. 01 本文字数：1428，阅读时长大约2分钟 作者 | 第一财经 林靖 近年来随着旅游行业的发展和深入，小城游持续火热。越来越多人开始把目光转向小城，今年十一长 假，不少游客避开人潮反向涌进小城。 根据全国县域旅游研究课题组、华夏佰强旅游咨询中心发布的第七届全国县域旅游研究成果《全国县域 旅游发展研究报告2025》，从人群结构来看，Z世代与千禧一代成县域旅游消费主力。县域旅游的核 心客群以18～34岁的年轻人为主，其中"90后""00后"占比最高，达39.87%，他们表现出对"松弛 感"和"小众体验"的强烈需求。 这也延续了小城游持续火热的趋势。近年来，"小城游"为何能悄悄成为假期出行的"新偏爱"？ 苏商银行特约研究员付一夫撰文分析，小众旅游地的走红，本质上是其精准契合了旅游消费新需求，同 时自身承接能力显著提升，多重因素共同作用的结果。 广东省体改研究会执行会长彭澎分析，随着旅游业发展的深入，旅游观念和兴趣也发生了变化。相比去 拥挤的热门景点，很多年轻人追求更为小众、更具特色的旅游体验，因此近年来小城游的综合效应凸显 出来了。 京东研究院的调研报告显示，63.9%小城游客的首要诉求是"避开 ...

近年来随着旅游行业的发展和深入，小城游持续火热。越来越多人开始把目光转向小城，今年十一长 假，不少游客避开人潮反向涌进小城。 同时，近年来，无论是高星酒店、电影院、还是众多消费品牌等纷纷发力中小城市、县城，小城的旅游 接待能力也在不断增强。 马蜂窝此前发布的十一出行趋势预测显示，面对假日期间各地人流密集的情况，寻找小众目的地成为越 来越多游客的首选，"十一去哪人少"相关热度环比大幅上涨200%。更多追求舒适与高性价比体验的年 轻游客，则将目光转向县级宝藏小城。 京东研究院最新发布的一份调研显示，54.2%的受访者在2025年十一假期有 "游小城"计划。 这也延续了小城游持续火热的趋势。近年来，"小城游"为何能悄悄成为假期出行的"新偏爱"？ 根据全国县域旅游研究课题组、华夏佰强旅游咨询中心发布的第七届全国县域旅游研究成果《全国县域 旅游发展研究报告2025》，从人群结构来看，Z世代与千禧一代成县域旅游消费主力。县域旅游的核心 客群以18～34岁的年轻人为主，其中"90后""00后"占比最高，达39.87%，他们表现出对"松弛感"和"小 众体验"的强烈需求。 "不是热门旅游大都市去不起，而是小而美的县城更有性价比 ...

近年来，"小城游"悄悄成为假期出行的"新偏爱" 近年来随着旅游行业的发展和深入，小城游持续火热。越来越多人开始把目光转向小城，今年十一长 假，不少游客避开人潮反向涌进小城。 马蜂窝此前发布的十一出行趋势预测显示，面对假日期间各地人流密集的情况，寻找小众目的地成为越 来越多游客的首选，"十一去哪人少"相关热度环比大幅上涨200%。更多追求舒适与高性价比体验的年 轻游客，则将目光转向县级宝藏小城。 根据全国县域旅游研究课题组、华夏佰强旅游咨询中心发布的第七届全国县域旅游研究成果《全国县域 旅游发展研究报告2025》，从人群结构来看，Z世代与千禧一代成县域旅游消费主力。县域旅游的核心 客群以18～34岁的年轻人为主，其中"90后""00后"占比最高，达39.87%，他们表现出对"松弛感"和"小 众体验"的强烈需求。 "不是热门旅游大都市去不起，而是小而美的县城更有性价比"。根据京东研究院的调研报告，49.7%的 受访者提到，小城的"高性价比"精准踩中需求，调研中，对于十一假期小城旅行的预算规划，"2001- 5000元"是主流选择，超半数受访者认为中等预算更合理，大部分小城游客注重"性价比与体验的平 衡"，另有17 ...

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]