《2024-2025年跨境旅游消费趋势研究报告》由世界旅游联盟、万事达卡与携程集团联合发布，基于详实消费数据与预订信息，聚焦全球旅游及中国出入境 旅游消费特征，揭示行业新趋势与发展机遇，为行业高质量发展提供参考。 全球旅游市场保持稳健增长态势。2025年上半年全球旅游出行人次同比增长11%，2024年旅游消费金额同比增长3.9%，体验型出游成为核心驱动力，体育 赛事与娱乐演出的拉动效应显著，如2024年棒球世界大赛、欧冠决赛周边跨境消费同比大幅增长。热门目的地呈现区域分化，法国、西班牙、美国位居 2024年国际游客接待量前三，中国内地（含港澳台）接待入境游客约1.32亿人次，排名全球第一；汇率波动对入境游客量有明显影响，目的地货币贬值往往 能带动游客增长。 中国出境游持续升温且呈现多元特征。出境游人次与消费金额稳步增长，周边短途目的地与小众目的地增速领先，签证政策优化、国际航线恢复及文体活 动带动是主要推动力。游客结构分化明显：Z世代依赖数字化工具，偏好"说走就走"的性价比之旅与社交媒体打卡体验；亲子家庭注重安全与教育价值，青 睐免签目的地与主题游线路；银发族偏好长线深度游，重视健康安全与专业讲解服务。消费结 ...

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]