Group 1: Travel Trends - The "May Day" holiday saw a surge in travel enthusiasm, with a total of 35.33 million visitors and a total consumption of 16.27 billion yuan, marking year-on-year increases of 15.62% and 14.79% respectively [1] - The trend of "拼假" (combining holidays) has become more pronounced, leading to longer travel periods and a significant increase in outbound tourism, with international cruise bookings up over 60% and outbound flight orders from Jiangsu increasing by 40% [2] - There is a growing preference for unique and less crowded travel destinations, with a 35% increase in domestic car rental bookings during the holiday, indicating a shift towards self-driving trips and local experiences [3] Group 2: County Tourism and Cost-Effectiveness - "County tourism" has gained popularity as travelers seek cost-effective options, with many opting for less crowded county areas where high-star hotels are available at lower prices [4] Group 3: Cultural and Tourism Integration - The integration of various cultural elements into tourism, such as non-heritage and technology, is on the rise, creating immersive experiences and enhancing the "文旅+" model [5] - Museums and cultural institutions have extended their hours and organized numerous exhibitions, with 75 museums receiving 5.32 million visitors during the holiday, a year-on-year increase of 31.54% [6] Group 4: Consumer Spending and Economic Impact - The "May Day" holiday has been a crucial period for stimulating domestic demand, with significant increases in consumer spending across various sectors, including a 23.64% year-on-year growth in tourism consumption in Jiangsu [8] - Nighttime consumption has also seen a boost, with a 35% increase compared to the previous year, reflecting a broader trend of extended consumer engagement [8] - Overall, the holiday has demonstrated the potential for "文旅流量" (cultural tourism flow) to convert into "消费增量" (consumption increment), contributing to economic vitality and consumer confidence [9]

Core Insights - The "May Day" holiday in 2025 has seen a significant increase in domestic tourism and entertainment consumption, with a notable rise in both long-distance and rural travel [1][5][8]. Tourism Trends - Online travel agencies (OTAs) report a surge in tourist activity, with rural tourism orders increasing by over 40% and hotel bookings in eco-friendly destinations rising significantly [1][5]. - The trend of "reverse tourism" is evident, with travelers exploring over 1,200 counties across China, leading to a 20% increase in bookings for these areas [5]. - The "拼假" (staggered holiday) trend has emerged, allowing consumers to extend their holidays and boost demand for long-distance and outbound travel [1][5]. Cultural and Entertainment Activities - Various local tourism departments have launched initiatives to attract visitors, such as the "Follow the World Games to Chengdu" series of events in Sichuan, coinciding with the upcoming World Games [2][7]. - The cinema industry has also rebounded, with 11 films released during the holiday, generating a total box office of over 1.35 billion yuan [2][9]. Travel Statistics - Domestic flight bookings for the holiday exceeded 6.34 million, marking a 23% year-on-year increase, while international flight bookings surpassed 1.09 million, up 24% [3]. - Self-driving travel remains popular, with an average daily traffic flow on highways expected to reach 62 million vehicles, peaking on the first day of the holiday [3]. Movie Industry Insights - The film "Dumpling Queen," starring Ma Li, has emerged as a box office leader, with its earnings surpassing 500 million yuan [9][13]. - The diversity of film offerings this year includes both new releases and re-releases, contributing to a vibrant cinematic landscape during the holiday [14].

Group 1 - The core demand for travel during the May Day holiday is primarily for returning home and leisure trips [1][5] - Travel demand is expected to peak on April 30 and May 1, with Didi predicting a 55% increase in ride-hailing demand during peak hours [2][3] - Didi forecasts a 304% increase in charter orders compared to pre-holiday levels, with significant growth in intercity travel [3] Group 2 - Car rental demand during the May Day holiday is expected to be 2 to 3 times higher than during the Qingming Festival, with 65% of bookings for out-of-town rentals [4] - Hello's data indicates that the demand for ride-sharing during the holiday could reach 60 million orders, setting a historical high for the platform [4] - The search volume for May Day travel has surged over 500% compared to last year, with a notable increase in interest from the younger demographic [6] Group 3 - Popular destinations for ride-hailing include cities like Guilin and Zhuhai, with emerging cities showing significant demand growth [3][5] - The majority of ride-sharing orders during the holiday are expected to be for scenic spots within a two-hour travel radius of major cities [5] - The trend of seeking nature experiences is rising, with significant increases in bookings for national parks and lakes [11]

Group 1 - The "May Day" holiday is witnessing a surge in travel demand due to the trend of "combining leave" for extended vacations, with many citizens planning 10 to 11-day trips by merging statutory holidays with annual leave [1] - The travel market is experiencing a significant increase in both domestic and international travel demand, with a notable rise in long-distance travel bookings, as evidenced by a year-on-year increase in long-haul flight reservations [2] - Popular destinations for the holiday include Chengdu, Guangzhou, and Kunming, with a marked increase in interest for places like Sanya and Urumqi, reflecting a shift towards diverse travel experiences [2][3] Group 2 - Hotel bookings in popular cities are seeing a dramatic increase, with many destinations experiencing a surge in demand, particularly eco-tourism spots and cities like Beijing, Shanghai, and Chengdu [3] - The search for hotels in major cities has spiked as urban dwellers exhibit a last-minute travel impulse, indicating a strong recovery in the tourism sector [3] - The travel market is characterized by a blend of traditional and emerging attractions, with theme parks and scenic spots both gaining popularity, showcasing a diverse consumer preference for unique experiences [3] Group 3 - There is a notable increase in cross-border travel, particularly among older demographics, with a 7 percentage point rise in travelers from Hong Kong, Macau, and Taiwan compared to last year [4] - Popular outbound destinations include Seoul, Bangkok, and Tokyo, with a significant increase in flight searches for vacation spots like Jeju Island and Singapore [4] - The data indicates a shift in tourism consumption from niche experiences to mainstream needs, driven by a combination of rational pricing and upgraded consumer experiences [4]