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]

Core Insights - The tourism consumption during the "May Day" holiday is characterized by long-distance travel, increased cross-border travel, and a surge in county-level tourism, with cross-city accommodation orders exceeding 80% and inbound travel orders increasing by 173% year-on-year [1][11]. Group 1: Travel Trends - The "May Day" holiday is expected to see an average daily cross-regional movement of over 270 million people, indicating a significant increase in travel activity [3]. - The trend of "拼假" (combining holidays) has emerged, with users opting for extended trips, leading to a notable increase in long-distance travel bookings [4]. - The proportion of users booking two or more consecutive nights during the holiday is expected to reach 50%, with a significant interest in lesser-known destinations [4]. Group 2: Consumer Behavior - The majority of travelers are opting for trips lasting 3 to 5 days, with 62% of users choosing this duration, while nearly 10% are extending their holidays to 6 days or more through "拼假" [7]. - The primary demographic for travel during this holiday is young adults, particularly those born in the 1980s and 1990s, who account for 45% and 24% of travelers, respectively [7]. - Family travel is also on the rise, with nearly 40% of bookings being for parent-child trips, highlighting a shift in travel preferences [7]. Group 3: Emotional Value in Travel - Young travelers are increasingly prioritizing emotional experiences, with trends such as "traveling with performances" gaining popularity, particularly among the post-95 generation [8]. - The rise of music festivals and events during the holiday is expected to drive significant economic activity, with estimates suggesting that a single concert ticket can generate 7 to 8 times its value in local spending [8]. Group 4: Cross-Border Travel - Inbound tourism is experiencing explosive growth, with hotel search indices for inbound travel increasing by 200% during the holiday period, driven by social media influence and recent tax refund policies for foreign travelers [10]. - The top destinations for inbound travel include major Chinese cities such as Shanghai, Beijing, and Guangzhou, while popular source countries include South Korea, Japan, and the United States [11]. - Outbound travel remains strong, with high booking interest in destinations like Japan, Maldives, and Thailand [11].

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]