Core Insights - The report titled "2024-2025 Cross-Border Tourism Consumption Trend Research Report" highlights the steady growth of the global tourism market, with a focus on China's inbound and outbound tourism consumption characteristics, revealing new trends and development opportunities for high-quality industry growth [1][9]. Global Tourism Overview - The global tourism market is experiencing robust growth, with a projected 11% year-on-year increase in travel volume in the first half of 2025 and a 3.9% increase in tourism spending in 2024. Experience-based travel is becoming the core driving force, significantly influenced by sports events and entertainment performances [1][18]. - Popular destinations are showing regional differentiation, with France, Spain, and the United States leading in international tourist arrivals in 2024. China ranks first globally in inbound tourist arrivals, receiving approximately 132 million visitors [1][21]. Outbound Tourism Trends - China's outbound tourism is on the rise, with steady growth in both travel volume and spending. Short-haul and niche destinations are leading in growth rates, driven by optimized visa policies, the recovery of international routes, and cultural activities [2][10]. - Different demographic groups exhibit distinct travel preferences: Generation Z favors cost-effective and spontaneous trips, families prioritize safety and educational value, while seniors prefer long, in-depth travel experiences [2][10][66]. Inbound Tourism Trends - China's inbound tourism is experiencing rapid growth, driven by policy benefits such as visa facilitation. In the first half of 2025, the number of visa-exempt foreign visitors significantly increased, with South Korea, Malaysia, and Japan being the main source countries [2][10]. - The demand for "event tourism" and "cultural experience tourism" is rising, with major events like the Chengdu World Games and Harbin Asian Winter Games leading to a surge in inbound travel orders [2][10]. Emerging Trends in the Industry - Three core trends are emerging in the tourism industry: 1. "Emotional" travel is becoming a key driver, with a rise in therapeutic tourism and customized products catering to diverse psychological needs [3][34]. 2. "Local culture" is inspiring travel, shifting tourists from mere sightseeing to immersive experiences, with collaborations between destinations and gaming or film IPs gaining popularity [3][34]. 3. AI is transforming the industry, assisting in trip planning and product recommendations, thereby enhancing service efficiency [3][34]. Development Recommendations - The report suggests optimizing outbound tourism services, developing diverse products, and creating an AI-based digital platform to enhance payment security and convenience. For inbound tourism, it recommends improving Chinese-friendly ecosystems, deepening policy benefits, and enriching cultural experience products [3][10].

Group 1: Inbound Tourism Growth - The implementation of the 240-hour visa-free transit policy has led to a surge in inbound tourism during the recent "May Day" holiday, with a total of 10.896 million people entering and exiting the country, representing a 28.7% increase compared to last year [2] - Among the inbound travelers, 1.115 million were foreigners, marking a 43.1% year-on-year growth, with 380,000 entering under the visa-free policy, a 72.7% increase [2] - The trend of "China travel" is becoming globally popular, with foreign tourists increasingly exploring diverse destinations beyond major cities like Beijing and Shanghai, such as Xi'an, Chongqing, and Chengdu [2] Group 2: Changing Tourist Preferences - Foreign tourists are showing a preference for immersive experiences rather than just taking photos, as evidenced by the experiences of local guides like Vicky, who noted that tourists are interested in local culture and history [3][4] - The demand for cultural experiences is driving the need for guides to enhance their knowledge of local history and traditions to meet tourist expectations [3][4] Group 3: Emerging Opportunities for Entrepreneurs - New entrants in the inbound tourism market are emerging, with individuals like Wang Yi starting travel agencies to cater to the growing demand for inbound tourism [6] - Wang Yi emphasizes the importance of understanding the cultural differences and needs of foreign tourists, suggesting that a demand database for inbound tourism is crucial for success [8] Group 4: OTA Platforms' Strategies - Online Travel Agencies (OTAs) are ramping up their efforts in the inbound tourism sector, with companies like Ctrip and Fliggy launching various initiatives, including free half-day tours and promotional campaigns targeting international travelers [10][12] - Ctrip has established service points at airports and is promoting its "Super China" brand to enhance the travel experience for inbound tourists [10] - The integration of AI technology in travel planning and booking processes is being adopted by OTAs to streamline services for both domestic and international travelers [12]