刚刚过去的元旦假期，广东文旅市场迎来"开门红"，全省接待游客1787.5万人次。南都N视频记者注意 到，其中入境游的数据格外亮眼：入境游客人次同比2024年元旦增长144.3%，入境游消费同比增长 172.9%。 随着中国"免签朋友圈"持续扩大，越来越多外国游客乘此东风，前来广东体验岭南文化、都市风情与购 物乐趣。南都N视频记者多方采访，记录了四组游客的跨境消费故事："澳车北上"自驾游的家庭一路畅 玩行山溯溪；来自希腊的大家庭尤其喜爱广式煎饺和长隆野生动物世界的大熊猫；意大利人吉罗纳在潮 汕品尝牛肉火锅、体验工夫茶，感叹"丝滑"入境与高铁出行的高效；马来西亚五口之家更是专程到佛山 等地，不仅为新家购置了沙发，还买了新年礼品、衣服等，14个行李箱满载而归。 有双语导游告诉南都N视频记者，他见证了广东正以开放之姿吸引着以购物、跨文化体验等多元需求为 导向的外国游客，带动实质性的消费增长。 希腊大家庭打卡广州塔 元旦的广州，人潮涌动。 "我觉得广州的饮食文化是很多元化的，我们经常说'食在广州'，这不仅仅代表着广州的粤菜很好吃， 更深的含义是即使你是外国人，来到广州也能吃到自己国家甚至其他国家的美食。"刘润茵说道。 ...

该报告显示，自去年下半年以来，中国免签政策持续优化，覆盖范围扩大，停留时间更长。受免签 及签证便利化政策持续优化的带动，入境游客数量保持高速增长，享受免签政策入境旅游的人数增长明 显，入境游客停留时间变长。 近日，世界旅游联盟联合万事达卡、携程集团等机构发布的《2024—2025跨境旅游消费趋势研究 报告》显示，南京位列入境游客消费总额TOP10城市。 从入境游客预订情况来看，"文化体验类"旅游成为新热门，众多入境游客纷纷前来感受中华传统文 化的独特魅力。体验型出游仍是拉动旅游发展的重要动能，体育赛事、文娱演出对旅游的拉动效应尤为 明显。 该报告指出，入境游客消费高度集中于一线和新一线城市，南京位列入境游客消费总额TOP10城 市。购物、餐饮、健康类消费占比显著上升，入境旅游消费呈现多元化发展趋势。 ...

Core Insights - The 2025 National Day and Mid-Autumn Festival holiday has significantly boosted travel and consumer spending in China, with new first-tier cities and county markets leading the growth [1] - During the first five days of the holiday, consumer spending increased by 10% compared to the May Day holiday [1] - Chongqing emerged as the top city for WeChat payment consumption, surpassing major cities like Beijing, Shanghai, Guangzhou, and Shenzhen [1] Consumer Trends - Cross-border tourism has surged, with Chinese technology such as mini-programs and WeChat Pay accompanying tourists globally [1] - WeChat payment transactions in New Zealand increased by 131% year-on-year, while Italy saw a doubling of transaction volume [1] - The number of transactions in the overseas transportation sector via mini-programs grew by over 2.5 times year-on-year [1] Payment Preferences - Alipay data indicates that popular destinations for Chinese tourists include Japan, South Korea, Malaysia, Thailand, and Singapore, with these countries seeing the highest total spending [1] - Emerging destinations with the fastest growth in spending include Greece, Laos, Nepal, Portugal, and Turkey [1] - The top five categories for Alipay spending by Chinese tourists abroad are clothing, groceries, jewelry, dining, and cosmetics [2]