Core Insights - The report by Yien Data highlights significant growth in the travel market, with domestic travel expected to reach 5.615 billion trips in 2024, a year-on-year increase of 14.8% [1][9]. - The report emphasizes the evolving travel trends among contemporary travelers, who seek diverse experiences and innovative travel methods [3][6]. Group 1: Travel Market Growth - Domestic travel in China is projected to reach 5.615 billion trips in 2024, marking a 14.8% increase compared to the previous year [1][9]. - Social media engagement related to travel has surged, with a 180% increase in content volume and a 25% rise in interaction rates [1][9]. - The travel volume during the May Day holiday in 2025 is expected to see a significant increase, with a year-on-year surge of 121% in travel-related discussions [1][10]. Group 2: Diverse Travel Experiences - Contemporary workers are increasingly engaging in "班味" travel, utilizing weekends for short getaways to escape work-related stress, with a notable rise in urban surrounding travel [2][13]. - The trend of "reverse travel" is gaining popularity, where travelers explore lesser-known small cities, each offering unique cultural and culinary experiences [2][6]. - Cultural pilgrimage tourism is on the rise, driven by interest in historical sites and non-material cultural activities, with travelers seeking immersive experiences [2][6]. Group 3: International Travel Trends - The easing of global visa policies has led to a resurgence in outbound travel, with Chinese tourists increasingly visiting Southeast Asia and other nearby regions [2][24]. - The number of outbound trips is nearing pre-pandemic levels, with a notable interest in visa-free destinations, which have seen a 34% increase in social media engagement [2][28]. - Popular visa-free destinations include Singapore, Malaysia, and Thailand, reflecting a shift in travel preferences towards easier access locations [2][31].

Core Insights - The report highlights that travel has become an essential escape for modern individuals amid increasing societal anxiety and competition, with diverse value orientations and experiences emerging among travelers [5][6][27]. Group 1: Travel Trends - Domestic travel in China is projected to reach 5.615 billion trips in 2024, reflecting a year-on-year growth of 14.8% compared to 2023 [8]. - Social media engagement related to travel has surged, with a 180% increase in travel-related content volume in 2024 [8]. - The popularity of "staycation" and nearby city trips has risen, particularly among urban workers seeking to escape the monotony of daily life [15][18]. Group 2: Travel Preferences - "Reverse travel" is gaining traction, with travelers exploring lesser-known cities for unique cultural experiences and local cuisine [5][27]. - Seasonal travel is becoming more prominent, with specific destinations favored in different seasons, such as Nanjing and Kunming in spring, and Harbin and Changbai Mountain in winter [5][27]. - The trend of "extreme outbound travel" is emerging, where urban professionals maximize their weekends by traveling abroad without taking leave, with popular destinations including Hong Kong and Vietnam [22][24]. Group 3: International Travel - The easing of global visa policies and the recovery of international flight routes are contributing to a resurgence in outbound tourism, with travelers increasingly favoring visa-free destinations [27][30]. - In 2024, the outbound tourism market for Chinese citizens is approaching pre-pandemic levels, with Southeast Asia being the top choice for travelers [28][30]. - The volume of social media content related to visa-free travel has increased by 34% year-on-year, indicating a growing interest in exploring these destinations [30][31].