Core Insights - In 2025, domestic tourism consumption in China experienced an unexpected trend where major economic hubs like Beijing and Shanghai saw a decline in tourism spending, while less developed regions such as Northeast (Heilongjiang, Jilin, Liaoning), Northwest (Gansu, Qinghai), and Southwest (Yunnan, Guizhou) exhibited a surge in tourism activity [2][4][9]. Group 1: Consumption Patterns - Beijing and Shanghai have been categorized as "cautious consumers," indicating that residents in these economically advanced cities are spending less on tourism compared to their counterparts in less affluent regions [3][4]. - The decline in tourism spending in Beijing and Shanghai is attributed to high living costs and economic pressures, leading residents to reduce their travel budgets significantly [4][5]. - In contrast, residents in the Northeast, despite lower incomes, are more willing to spend on tourism due to lower living costs and stable incomes, resulting in a higher propensity for travel [10][11]. Group 2: Changing Consumer Behavior - A notable trend in 2025 is the shift towards camping and high-cost performance experiences, with many tourists opting to sleep in tents rather than expensive hotels during peak travel times [12][13]. - The concept of "high cost performance" has become crucial in influencing tourism consumption decisions, with consumers seeking value for money and unique experiences [14][19]. - The demand for high cost performance is not limited to tourism but reflects a broader global consumer trend towards purposeful spending [16][18]. Group 3: Ineffectiveness of Traditional Stimulus Measures - Traditional measures to stimulate tourism, such as free admission and consumption vouchers, have become less effective, prompting the need for new strategies [20][21]. - New initiatives, including the introduction of school autumn breaks and local cultural festivals, have emerged as effective means to boost tourism consumption [21][22]. - The rise of local intangible cultural heritage as a tourism draw has shown significant potential, with many regions successfully leveraging these cultural elements to attract visitors [24]. Group 4: Future Opportunities - The tourism industry is witnessing a shift in focus towards high-activity markets like Northeast China, with new tourism products and services being developed to meet changing consumer preferences [26][27]. - The introduction of new public holidays and school breaks is expected to further stimulate tourism consumption in the coming years, with predictions of increased government-led cultural and tourism festivals [27][28]. - The evolving landscape of tourism consumption presents opportunities for businesses that can adapt to the demand for high cost performance and unique experiences [28][29].