作者 | 第一财经 陆涵之 2025.10. 01 本文字数：1287，阅读时长大约2分钟 国庆中秋假期，全国多个景区首日出现"人从众"的热闹景象。 美团旅行数据显示，10月1日为国庆中秋假期出行峰值日。同时，国庆首日多地景区门票售罄，包括故 宫博物院、九寨沟景区、三星堆博物馆等。 除了国庆首日，不少景区后续几天的门票也已售罄。九寨沟景区在10月1日发布了"温馨提示"，称"九 寨沟景区10月2、3、4、5、6日门票达到最大承载量，线上所有渠道已停售，景区将在游玩日前一天 启动候补登记。" 故宫博物院小程序显示，景区10月2日至10月7日均已约满。 由于本次假期叠加了国庆和中秋两个节日，假期长达8天，也拉长了游客的平均停留时间。美团旅行数 据显示，假期游客在同一城市停留的时间显著变长，在同一城市停留7-8天的游客数量较2024年同期 增长50%以上。 为应对国庆假期的游客高峰，不少景区都提前做了准备。2025年7月，西夏陵成为中国第60项世界遗 产。今年国庆假期，西夏陵博物馆成为西北旅游的新亮点。数据显示，9月1日以来，"西夏陵博物 馆"搜索量同比上涨114%。 对此，西夏陵景区工作人员对第一财经记者表示，西夏 ...

Core Insights - The article discusses the transformation of the tourism market in China, highlighting a shift from traditional scenic spots to lesser-known destinations gaining popularity [6][9][29] - It emphasizes the growing dissatisfaction among tourists regarding the commercialization and high costs associated with 5A scenic areas, leading to a decline in their attractiveness [12][25][35] Group 1: Tourism Market Trends - The popularity of destinations like Xinjiang has surged, but the influx of tourists has led to overcrowding and logistical challenges [4][6] - Data shows a 200% increase in interest for less crowded travel options, with small towns becoming popular destinations [7][29] - The brand index of the top 100 5A scenic spots has halved over the past four years, indicating a decline in their appeal [7] Group 2: Tourist Experience and Pricing - Tourists are increasingly frustrated with hidden costs and excessive fees at 5A scenic spots, leading to feelings of being exploited [10][12] - The article provides examples of exorbitant costs at popular sites, with some requiring up to 1500 yuan to visit all attractions [12][14] - The revenue growth of traditional scenic spots is not keeping pace with rising operational costs, leading to financial strain [14][15] Group 3: Competition and Alternatives - The rise of alternative tourism experiences, such as local food markets and cultural immersion, is drawing visitors away from traditional scenic spots [32][35] - The article notes that the demand for music festivals and other experiential events is increasing, contrasting with the stagnation of 5A scenic areas [35] - Tourists are seeking unique and authentic experiences, leading to a decline in the popularity of cookie-cutter tourist attractions [25][35]

Group 1 - The National Day and Mid-Autumn Festival holiday saw a peak in tourist activity, with many scenic spots experiencing sold-out tickets on the first day, including the Forbidden City and Jiuzhaigou Valley [2][3] - The holiday period, lasting 8 days, has led to an increase in the average stay duration of tourists, with a 50% rise in visitors staying 7-8 days in the same city compared to the same period in 2024 [2] - The Xixia Tombs, recently designated as a UNESCO World Heritage site, has seen a significant increase in ticket bookings, with a 114% rise in search volume since September 1 [2][3] Group 2 - To manage the influx of visitors during the holiday, the Xixia Tombs has implemented a holiday tourism reception plan, including extended opening hours and additional temporary parking to accommodate increased traffic [3] - Local lifestyle service businesses, such as restaurants and entertainment venues, are expected to experience a surge in consumer traffic from October 2 to 3, following the initial peak on October 1 [3] - There is a noticeable shift in tourist preferences towards lesser-known, cost-effective county-level destinations, with a 51% increase in tourism consumption orders for these areas compared to the previous year [5][6]

Core Insights - The "Super Golden Week" holiday has commenced, showcasing a trend of decentralized tourism destinations with significant growth in emerging locations while traditional popular spots remain highly visited [1][5] - There are currently 16,500 A-level scenic spots in China, with 358 classified as 5A, representing about 2% of the total, highlighting their scarcity and appeal [1][5] - Jiangsu province leads with 26 5A scenic spots, followed by Zhejiang and Xinjiang/Sichuan with 22 and 18 respectively [1] Industry Overview - The 5A scenic spots generate spillover effects and multiplier impacts, driving the entire consumption chain and progressively influencing the surrounding regions, prompting many cities to include the development of 5A scenic spots in their planning [5] - Since the first batch of 66 5A scenic spots was designated in 2007, the number has expanded significantly, with 41 new spots added in 2024, bringing the total to 358 [5][8] - The increase in 5A scenic spots has led to diverse choices but also raised concerns regarding high ticket prices, inadequate reception capacity, outdated facilities, and excessive commercialization [5] Rating System - The concept of "5A scenic spot" was introduced in the 2003 version of the "Tourism Scenic Spot Quality Rating and Assessment," which includes a strict scoring system with a total of 1,000 points, requiring at least 950 points for a 5A rating [8][9] - A dynamic management mechanism was implemented in 2015 to address the lack of an exit strategy for underperforming 5A scenic spots, allowing for the removal or rectification of non-compliant sites [8] - The first scenic spot to be downgraded was the Qinhuangdao Shanhaiguan Scenic Area due to issues like price fraud and poor environmental conditions, which was reinstated in 2018 after improvements [8] Recent Developments - A new national standard for tourism scenic spot quality ratings was implemented in March this year, replacing the previous standard that had been in place for 21 years, marking a new evaluation phase for scenic spots [10]

Core Viewpoint - The "Super Golden Week" holiday has seen a significant shift in tourism patterns, with a decentralization of popular destinations and a notable increase in emerging tourist spots, while traditional 5A scenic spots remain highly attractive to travelers [2][7]. Group 1: Overview of 5A Scenic Spots - There are currently 16,500 A-level scenic spots in China, with 358 classified as 5A, representing approximately 2% of the total, highlighting their scarcity and appeal [2][7]. - Jiangsu province leads with 26 5A scenic spots, followed by Zhejiang and Xinjiang/Sichuan with 22 and 18 respectively [3]. Group 2: Economic Impact and Development - The proliferation of 5A scenic spots is expected to generate spillover effects and a multiplier effect, enhancing the entire consumption chain related to tourism and progressively impacting the surrounding regions [7]. - The year 2024 marks the largest expansion of 5A scenic spots in the past decade, with 41 new additions, bringing the total to 358 [7]. Group 3: Evaluation and Standards - The concept of "5A Scenic Area" was first introduced in 2003, with a scoring system based on various criteria, requiring a minimum score of 950 out of 1000 for classification [10]. - A dynamic management mechanism was implemented in 2015 to ensure ongoing compliance, allowing for the removal of non-compliant scenic spots, with the first to be removed being the Qinhuangdao Shanhaiguan scenic area due to issues like price fraud and poor facilities [10][12]. Group 4: New Standards Implementation - A new national standard for tourism scenic area classification was implemented in March this year, replacing the previous standard that had been in place for 21 years, indicating a fresh start for scenic spots to meet updated criteria [12].

内蒙古额济纳：大漠胡杨景区秋景如画【5】 内蒙古额济纳：大漠胡杨景区秋景如画【6】 内蒙古额济纳：大漠胡杨景区秋景如画【7】 内蒙古额济纳：大漠胡杨景区秋景如画【8】 内蒙古额济纳：大漠胡杨景区秋景如画 内蒙古额济纳：大漠胡杨景区秋景如画【2】 内蒙古额济纳：大漠胡杨景区秋景如画【3】 内蒙古额济纳：大漠胡杨景区秋景如画【4】 ...

位居排行榜前十的分别是泰山风景区、崂山风景区、天下第一泉风景区、济宁梁山旅游风景区、台儿庄古城景 区、烟台养马岛旅游度假区、青岛海滨风景区、青岛金沙滩景区、威海刘公岛景区、烟台蓬莱阁旅游区（三仙山· 八仙过海）,其中排名上涨最多的是烟台蓬莱阁旅游区（三仙山·八仙过海），提升2名。上个月排名前十的品牌本 月下降最多的是沂蒙山旅游区，下降2名。 INC指数全称是"网络传播影响力指数"，是数字化时代品牌传播效果量化评价体系。山东4A5A景区的INC指数评 价维度包括传播广度、传播热度、网络关注度、官网呈现度。INC指数的理论极限值为1000，各维度指标根据分 值大小，由低到高分为5级。 行业整体水平分析 本月山东4A5A景区全部品牌的INC指数均值为616.35，说明该行业领域大多数品牌的品牌建设比较成熟，品牌声 量较高，社会关注度较高，行业整体的网络传播影响力表现较为强大。本月全部品牌的INC指数的偏态系数为 0.391，数据基本呈现正态分布特征，大部分品牌的INC指数分值集中在482.54和750.16之间；数据相对集中，表现 为峰度系数高，为0.793。 传播广度分析 传播广度是品牌声量大小的等级化体现，以5 ...

Group 1 - The article highlights the innovative strategies adopted by scenic spots during the holiday season to attract visitors, with a focus on unique experiences and cultural themes [1][2][5] - Jian De City Lingqi Cave Scenic Area has integrated various elements such as immersive performances and themed areas, including the new "Waterfall Flower Sea" and a giant moon installation, creating a fantastical atmosphere for visitors [2][3] - The scenic area also features a "Seek and Find" activity related to the classic "Journey to the West," where visitors can collect stamps for exclusive gifts, enhancing engagement [3][4] Group 2 - Jian De City Daci Rock Scenic Area has launched the "Ciyuan Zen Realm: Journey of Mind" theme, combining Buddhist culture with autumn scenery and modern experiences, appealing to younger audiences [5][6] - The scenic area has introduced visually appealing spots for social media sharing, such as the red wall and flower sea, catering to the trend of photo opportunities among younger visitors [5][6] - The "Xingxiang Zhai" offers a dual sensory experience with traditional vegetarian cuisine and live performances, allowing visitors to immerse themselves in cultural heritage while enjoying the natural beauty [6]

Core Insights - The tourism market is shifting from traditional scenic spots to a more diverse range of destinations, with a notable increase in interest for lesser-known locations [10][13]. - The popularity of 5A scenic spots has declined significantly, with their brand index halving over the past four years, while interest in smaller towns has surged [13][26]. - The experience at many 5A scenic spots has deteriorated, with rising costs and declining quality leading to negative perceptions among tourists [27][39]. Group 1 - The influx of tourists to Xinjiang has led to overcrowding and logistical challenges, prompting some travelers to avoid popular 5A scenic spots altogether [8][9]. - The rise of alternative destinations, such as industrial cities and lesser-known towns, reflects a broader trend in the tourism industry where diverse experiences are becoming more valued [12][13]. - Data indicates a 200% increase in searches for less crowded travel options, highlighting a shift in consumer preferences [13][46]. Group 2 - The financial performance of traditional scenic spots is under pressure, with revenue growth not keeping pace with rising operational costs [23][24]. - The introduction of policies to lower ticket prices for key national scenic spots has further strained their profitability [22]. - Despite the challenges, some 5A scenic spots are investing heavily in infrastructure and attractions to attract visitors, indicating a competitive response to changing market dynamics [26][50]. Group 3 - The commercialization of 5A scenic spots has led to a homogenization of experiences, with many locations offering similar attractions and dining options, resulting in visitor fatigue [26][39]. - Tourists are increasingly seeking authentic experiences, such as local cuisine and cultural immersion, rather than traditional sightseeing [56][61]. - The rise of music festivals and other alternative entertainment options has drawn younger audiences away from traditional scenic spots, indicating a shift in leisure preferences [60][61].

Group 1: Cultural and Tourism Activities - The scenic area in Nanyang, Henan Province, will host four major performances during the 8-day holiday, including "The Romance of the Three Kingdoms" themed events, aimed at enhancing family and educational tourism experiences [1] - The region is preparing a series of cultural and commercial activities for the upcoming National Day and Mid-Autumn Festival, focusing on attracting tourists and enhancing local engagement [1] Group 2: Consumer Subsidy Initiatives - A special subsidy program will be launched from October 1 to October 8, offering up to 20% off on home appliances, with a maximum subsidy of 2,000 yuan per item, to stimulate consumer spending [1] - The program includes ten categories of appliances, and the subsidies are available on a first-come, first-served basis, indicating a strategic push to boost local retail [1] Group 3: Night Economy and Tourism Growth - The cultural tourism market in Wolong District has seen a surge in activity, particularly in night-time consumption, with events like water-themed music festivals and light shows attracting significant visitor numbers [2] - In the first half of 2025, the district received 4.956 million tourists, generating a total tourism revenue of 4.42 billion yuan, showcasing the effectiveness of recent initiatives [2] Group 4: Consumer Market Enhancement - The district is actively implementing measures to boost consumer spending, leveraging fiscal funds to encourage promotions in the automotive and home appliance sectors [3] - The area has seen significant participation in its trade-in programs, with 158,000 consumers involved and sales reaching 840 million yuan, indicating strong market engagement [3]