去哪儿大数据研究院研究员蔡木子对记者表示，近一个月，用户对国庆旅游目的地询问量大增，询问最 多的关键词是"人少""不挤""不贵"。大家更倾向于"泛目的地"推荐，即明确具有某一类特质的景区，例 如"赏秋""红叶""海边"搜索量环比8月上涨两倍。这反映出游客不再执着于特定打卡点，而是更关注旅 行体验的本质。 ● 本报记者 杨梓岩 中秋与国庆双节叠加形成的8天"超级黄金周"临近，旅游市场已全面进入预订高峰。来自在线旅游平台 的数据显示，今年假期出游意愿显著提升，跨省游、出境游预订量同比大幅增长，旅客出行方式更趋多 元。火车票开售即秒光，机票搜索量迅速攀升。 在假期延长、拼假策略流行的背景下，游客不仅关注目的地，更重视旅行体验的情绪价值与时间效率。 从"串游"多城到探索省际交界，从错峰出行到深度沉浸，旅游市场呈现出旺盛活力与结构性变化，反映 出消费者对高品质、高性价比休闲生活的持续追求。 旅游偏好深度转型 今年国庆假期与中秋相连，形成长达八天的"超级黄金周"，激发出多样化的旅行需求。携程数据显示， 截至目前，中秋国庆假期跨省游订单量同比增长45%。情绪价值、时间效率与性价比已成为影响出行决 策的三大关键要素，旅客出游 ...

Group 1 - The National Day travel peak is expected to start on September 29, with October 1 being the highest peak for passenger flow, as many people opt for "3 days off and 12 days on" to maximize their holiday [2] - Domestic travel willingness has increased by 30% year-on-year, while outbound travel willingness has surged by over 40% due to the extended 8-day holiday [1][2] - Hotel bookings for the National Day holiday cover over 2,600 counties across China, with popular destinations including Jiuzhaigou in Sichuan, Kanas in Xinjiang, and Yangshuo in Guangxi [1] Group 2 - International hotel bookings have reached 2,852 cities, with the top 10 countries for bookings being Japan, Thailand, South Korea, Malaysia, Vietnam, Indonesia, Australia, Russia, Singapore, and Italy [2] - There is a notable increase in inbound tourism, with foreign tourists booking accommodations in nearly 100 cities in China, with Shanghai, Beijing, and Guangzhou being the top three destinations [2] - Travelers are increasingly seeking in-depth experiences rather than superficial sightseeing, favoring destinations with unique cultural and natural resources, such as Egypt, Russia, and Norway [3]

Core Insights - Australia has become a popular destination for Chinese tourists during the summer travel season, with a projected 21% year-on-year increase in visitors from China between June 2024 and May 2025, potentially making China the largest source of inbound tourists to Australia [1][3][5] Group 1: Market Trends - China is the fastest-growing international source market for inbound tourists to Australia, with 947,600 visitors expected in the upcoming year [3] - The Australian tourism sector is experiencing a shift towards smaller, personalized travel groups, with a growing interest in diverse destinations among Chinese tourists [7] - The overall international tourist arrivals to Australia are expected to reach 8.3 million in 2024, a 15% increase, with total tourism expenditure hitting a record high of AUD 48.9 billion [4] Group 2: Marketing Strategies - The Australian Tourism Board is launching a new promotional campaign targeting major international markets, with China being the first to roll out this initiative [3] - The focus is shifting from traditional demographic targeting to attracting "high-value tourists" who prioritize deep experiences and cultural exploration [8] - The use of film and television marketing is being emphasized to attract visitors, leveraging the popularity of media to enhance destination awareness and visitor numbers [8]

Group 1: Tourism Market Overview - The "May Day" holiday saw 314 million domestic trips in China, a year-on-year increase of 6.4%, with total spending reaching 180.27 billion yuan, up 8.0% [1] - The inbound tourism market is recovering, with major source countries including Myanmar, South Korea, Malaysia, Australia, the UK, Thailand, the Philippines, Russia, Vietnam, Japan, accounting for 57.4% of foreign visitors [1] - Popular domestic travel destinations during the holiday included Beijing, Shanghai, Hangzhou, Guangzhou, Chengdu, Chongqing, Nanjing, Wuhan, Shenzhen, and Xi'an [1] Group 2: Music Festivals Impact - Numerous music festivals during the holiday attracted young fans, boosting local tourism-related spending significantly, with Tianjin's "Bubble Island Music Festival" seeing a 266% increase in popularity [2] - The "Ocean Electronic Music Festival" in Zhuhai combined daytime visits to an aquarium with nighttime parties, leading to a 150% increase in secondary spending within the park [2] Group 3: Travel Trends and Preferences - There was a notable trend of "reverse tourism," with hotel bookings in counties increasing by 30%, as urban residents sought less crowded destinations [3] - The "拼假" (holiday stitching) trend saw a 30% increase in travelers extending their trips by combining public holidays with personal leave, enhancing travel experiences and spending [5][6] - Travelers opting for "拼假" spent 28% more on average than regular tourists, focusing on deep cultural experiences and longer stays [5][6] Group 4: Inbound and Outbound Travel Dynamics - Popular outbound destinations included Japan and Thailand, with emerging destinations like Uzbekistan and Azerbaijan seeing significant increases in interest, driven by favorable visa policies [7] - Foreign tourists are increasingly seeking immersive experiences in China, with a 6.8-fold increase in orders for local food experiences during the holiday [9] - The introduction of more favorable tax refund policies for inbound tourists is expected to further stimulate spending in China [10]