每年冬天，当西伯利亚的寒风肆虐大半个中国，在暖湿气流包围下的海南却阳光明媚，大批来自东北 的"候鸟"，跨越千里前来享受他们的旅居生活。 （原标题：从旅居到长居，这些城市为了留住人有多拼？） 南方财经记者谭海燕 实习生钟言 60岁的李丽霞（化名）就是其中一个"候鸟"。从第一次去海南旅游，到2014年在陵水买房，10余年间， 李丽霞像许多东北"候鸟"一样，追随着温暖的气候在两地间往返。 作为"银发"族，李丽霞可以说是中国1.0旅居时代的典型代表——他们大多已经退休，经济实力强、可 支配时间多，热爱慢旅行、追求舒适自在与文化体验。 但如今，当"诗与远方"的情怀伴随着技术革命而迭代升级，新旅居时代已经到来，不仅仅是银发族的选 择。Z世代和千禧一代开始加入旅居大军，其中既有想把日子过成"诗与远方"的文艺青年，也有互联网 时代的"数字游民"。 城市之间也展开"旅居首选地"的争夺。毕竟，谁能把"过客"留下，积极消费，买房买车，创业就业，谁 就能变"流量"为经济增量。 比如，云南和贵州频繁发文，希望吸引更多"旅居人才"。同时，海南、浙江、黑龙江等地也通过各项措 施，希望打造自己的特色IP，吸引老少旅居群体。 从市场选择到政策 ...

Core Insights - The summer of 2025 has seen a significant increase in demand for immersive travel experiences, with orders for stays longer than 7 days rising by 20% year-on-year, particularly in Yunnan, which is the most popular destination for long-term stays [1][2] - Foreign tourists are increasingly exploring lesser-known cities and opting for unique accommodations, with bookings in places like Baoshan in Yunnan and Turpan in Xinjiang seeing over 100% year-on-year growth [1][2] - The trend of longer stays is evident, with an average stay of 11 days reported, and Yunnan accounting for approximately 40% of the longest stays on the platform [2][3] Group 1: Travel Trends - The demand for cultural and lesser-known destinations has surged, with tourists favoring small towns and unique experiences [1] - The expansion of China's 240-hour visa-free transit policy has contributed to the increase in inbound tourism, with foreign visitors now booking accommodations in 253 cities across 32 provinces [1][2] Group 2: Accommodation Preferences - Foreign tourists show a preference for distinctive accommodation types, such as lofts, boutique inns, and standalone villas, which account for over 25% of bookings [2] - The most popular cities for foreign tourist bookings remain major urban centers like Shanghai, Guangzhou, and Beijing, but there is a notable interest in smaller cities like Diquing and Yili [2] Group 3: Demographics of Travelers - The majority of long-term stay bookings are made by the "post-80s" generation, who account for 30% of the orders, while the "post-00s" generation is rapidly growing, making up over 23% [3]

Core Insights - The summer of 2025 has seen an unprecedented surge in the hotel and homestay industry, driven by diverse consumer demands ranging from short-term "cooling trips" to in-depth "residential experiences" [1][2] Group 1: Consumer Trends - Family travel has become a dominant segment, with parent-child visa orders increasing by 16% year-on-year, accounting for 22% of total visa orders [2] - The "cooling + family + study" tourism model is rapidly emerging, particularly in western and high-altitude regions, with cooling orders growing over 10% [2] - Hotel occupancy rates have significantly increased, with Huazhu Group reporting over 23 million guests from July 1 to 21, a 24% year-on-year growth [2] Group 2: Homestay Market - The homestay sector has also experienced a breakthrough, with "residential" orders for stays longer than five days increasing by 40% year-on-year [3] - The shift from traditional accommodation to experiential living is becoming a new choice for families and young travelers [3] Group 3: Market Dynamics - There is a noticeable structural differentiation within the accommodation industry, with traditional star-rated hotels and personalized lodging products diverging in their operational models [3][4] - The student graduation travel trend has led to a spike in short-term demand, with a reported 88% increase in bookings during the graduation season [4] Group 4: Industry Challenges - Despite the booming market, issues such as service quality, safety, and hygiene in non-branded homestays remain prevalent [4][5] - The hotel industry faces pressure from rising room rates and mismatched operating costs, particularly in lower-tier cities [4][5] - The overall hotel management level in China is considered low, with a need for improved industry regulations and standards [4][5] Group 5: Future Outlook - The industry must address supply-demand mismatches, as core cities face accommodation shortages while lower-tier cities experience oversupply [6] - There is a significant concern regarding product homogeneity and the lack of deep experiential offerings [6] - Consumer demands for price transparency and rights protection are increasing, with brands like Huazhu exploring mechanisms to address these issues [7] - The long-term sustainable development of the accommodation industry hinges on quality and trust, necessitating continuous optimization in management, product structure, and service quality [7][8]

Core Insights - The summer tourism peak season in 2025 is experiencing a significant downturn, with many operators reporting a drop in business and occupancy rates [2][3][10] - Factors such as extreme heat and changing consumer preferences are leading to a shift in travel behavior, with tourists opting for short trips and local experiences instead of traditional long-distance travel [11][14][20] Group 1: Current Situation - A significant number of vacation rentals in Weihai are seeing occupancy rates drop by over 60%, with average room prices halving from 800 yuan to 400 yuan [2][3] - Many operators in the tourism industry are struggling, with reports of low customer traffic and a lack of visitors at popular attractions [4][6] - The overall sentiment among tourism professionals is one of confusion and concern, as they observe a stark contrast between reported tourist numbers in the media and their own experiences [9][10] Group 2: Changing Consumer Behavior - Extreme temperatures have deterred many families from long-distance travel, leading them to seek cooler, local accommodations instead [11][12] - There is a growing trend among urban middle-class families to prioritize comfort and unique experiences over traditional sightseeing, opting for local stays and activities [13][14] - Many tourists are increasingly choosing to visit non-traditional attractions, such as local cultural complexes, which offer a more appealing experience compared to conventional tourist sites [16][20] Group 3: Industry Challenges - The tourism industry is facing a disconnect between consumer demand and traditional service offerings, with many travelers opting for self-organized trips rather than packaged tours [17][18] - The rental car business is booming, indicating a shift in how tourists are approaching travel logistics [19] - The oversupply of accommodations is leading to price wars among hotels and rentals, further complicating the financial viability of the peak season [22] Group 4: Strategies for Recovery - Tourism operators are encouraged to innovate their offerings, such as introducing unique experiences like night tours in zoos to attract visitors [24][25] - There is a push for the development of long-term rental options in smaller cities to cater to the growing demand for immersive travel experiences [26][27] - Travel agencies are exploring new business models, such as charging for customized travel consultations, to enhance their service value and adapt to changing consumer preferences [27]