Core Insights - The "May Day" holiday showcased a robust recovery in China's tourism market, with a total of 1.467 billion cross-regional trips, averaging 293 million trips per day, representing an 8% year-on-year increase [1] - The domestic tourism market demonstrated steady growth, with long-distance travel destinations performing well and self-driving tourism seeing both volume and price increases [1] - The trend of "downward tourism" is becoming more pronounced, with significant increases in hotel bookings in county-level cities, indicating a shift in consumer preferences towards deeper experiences rather than just popular attractions [2][3] Domestic Tourism Trends - The number of hotel bookings in county-level cities increased by over 80% year-on-year, with a 30% increase in bookings reported by another platform [2] - Popular destinations for relaxation included Zhejiang's Tonglu County and Anhui's Huaining County, contrasting with overcrowded major cities [2][3] - The average tourism revenue in 1,866 county-level regions reached 4.295 billion yuan, with a 41.19% increase in total revenue and a 35.18% increase in visitor numbers year-on-year [2] Inbound Tourism Dynamics - Inbound tourism orders surged by 130% during the "May Day" holiday, with major cities like Shanghai and Shenzhen becoming popular destinations [4] - Cultural experiences and diverse tourism activities are key drivers attracting foreign tourists, with unique local events like the "plowing festival" in Guangxi drawing significant interest [4] - The "China shopping" trend among foreign tourists was stimulated by policies such as tax refunds and visa exemptions, leading to substantial increases in spending [5] Consumer Spending Patterns - Alipay reported a 180% year-on-year increase in spending by inbound tourists during the first three days of the holiday, with a focus on Chinese-made products [5] - The outbound tourism market also saw a 20% increase in orders, with 177 new international flight destinations added compared to the previous year [5] - The overall tourism market reached a three-year high, with various new cultural and festive activities enhancing consumer engagement and spending [5]

今年"五一"假期旅游消费呈现长线爆发、跨境双向升温、县域逆袭等特征，跨市住宿订单占比超80%，入境游订 单同比激增173%。 "五一"假期临近，旅游市场热度持续攀升。据各大旅游企业预订情况显示，今年假期旅游消费呈现"长线爆发、跨 境双向升温、县域逆袭"几大特征。携程数据显示，在"请4休11"拼假策略带动下，跨市住宿订单占比已突破 80%，县域市场高星酒店消费反超高线城市，入境游订单同比激增173%。 中长线旅游升温，跨市住宿订单占比超80% 华住表示，"五一"假期期间连续2天及以上的订单占比接近50%，一些旅游资源丰富但距离相对较远的小城，如迪 庆、柳州等展现出了超高的预订热度。途家民宿表示，截至目前，平台热门城市预订量平均同比去年增长超三 成，与往年相比，今年"五一"旅客解锁了海边躺平、携宠出游、高能量民宿等新玩儿法。 去哪儿统计显示，从4月29日开始客流起量，到4月30日达到节前高峰；节后客流从5月3日开始攀升，到5月5日达 到节日期间最高峰。 谁是主力客群 途牛数据显示，出游时长方面，更多用户倾向于选择3～5天的出游行程，出游人次占比为62%。仍有近10%的用 户选择了6天及以上的出游行程，他们大多通过 ...

Core Insights - The tourism market is experiencing significant growth ahead of the May Day holiday, with a 28% year-on-year increase in flight bookings from Shenzhen and a remarkable 187% increase in inbound travel orders [1][2] - The report identifies three main trends in tourism consumption: long-distance travel surge, cross-border travel increase, and a rise in popularity of county-level destinations [1] - Traditional popular cities like Beijing, Shanghai, and Guangzhou continue to lead domestic travel, while emerging cities such as Taiyuan and Foshan are seeing rapid growth in hotel demand [1][2] Supply and Demand Dynamics - Small city destinations are upgrading their offerings through "micro-vacation complexes and intangible cultural heritage activation," while consumers are reshaping their travel decisions based on "off-peak travel and deep experiences" [2] - The trend of tourism downscaling is more pronounced in lower-tier cities, with a 25% increase in tourism heat compared to 11% in higher-tier cities [2] - High-star hotel consumption in smaller cities is surpassing that of larger cities, indicating a shift in consumer spending behavior [2] Inbound Tourism Growth - Inbound tourism is experiencing explosive growth, driven by viral marketing from social media influencers and recent policy changes such as immediate tax refunds for overseas shoppers [2] - The report indicates a 173% year-on-year increase in inbound travel orders for the May Day holiday, with top destinations including Shanghai, Beijing, and Guangzhou [2] - Key source countries for inbound tourism include South Korea, Japan, and the United States, reflecting a diverse international interest [2]