文/康路 发自纽约 "人少，比东南亚便宜，还免签。"在上海工作的安妮对笔者表示，去年去国内热门景点经历了人山人海 之后，今年把目标主要瞄准在价格公道的境外游上。她在八九月临时起意开始规划行程，原本考虑过摩 洛哥等免签目的地，但因机票昂贵且需要转机而放弃。后来发现上海至乌兹别克斯坦塔什干新开通了直 飞航班，便决定成行。安妮于9月28日至10月5日停留，这段期间的整体花费约每人5000元左右（不含机 票），而往返机票则在5000多元价位区间。"机票是临时订的，如果更早规划其实会更便宜。"她补充 道。 面临国庆中秋双节同庆，2025年黄金周成为近年来最繁忙的旅游期之一。在节前，"请3休12"的超长假 期攻略在社交平台上疯传。无论是选择节前（9月28-30日）还是节后（10月9-11日）拼假，一个长达12 天的"超级假期"都为长途及深度境外游提供了充足时间，也引爆了今年的出境旅游市场。 携程数据显示，出境方面，日本、泰国、马来西亚、韩国、新加坡等国家凭借距离近、签证政策便利等 优势，成为中国游客首选。欧洲深度游也备受青睐，冰岛、挪威等地出境订单增幅同比翻倍，西班牙、 意大利、德国等地增幅约七成。 体验为王 海外商家拿 ...

以下文章来源于霞光社 ，作者归去来 霞光社 . 赋能企业全球化 本文来自微信公众号： 霞光社 ，作者：归去来，编辑：刘景丰，题图来自：AI生成 Airbnb《2025国庆黄金周出境游趋势报告》显示，日本成为国庆出境游首选目的地，其搜索热度较 去年近乎翻倍。携程将日本列为海外热门目的地TOP1。同程旅行数据也显示，日本稳坐9月出境游 目的地榜首，"霸榜"之势十分明显。 这股热度并非偶然，是2025年以来日本旅游市场持续走强的直接体现。JINTO （日本旅游观光厅） 数据显示，2025年8月，访日外国游客人数为342.8万人次，其中中国大陆游客居首；前8个月，日本 入境游客累计达2838.36万人次，中国游客超671万人。 从客源结构来看，日本入境游市场呈现全域增长、新兴市场爆发的强劲态势：印尼以77.8%的同比增 速领跑，俄罗斯增幅更达100%，实现翻倍。菲律宾 （+59.6%） 、中东地区 （+54.5%） 、泰国 （+46.9%） 与中国大陆 （+46.1%） 同样增长迅猛，增速均超45%。意大利 （+26.7%） 、法国 （+24.2%） 、德国 （+22.7%） 等欧洲国家则维持了超过20%的稳健增长。 ...

2025年，中国出境游市场加速暴发。 今年国庆与中秋两大假期"合体"，国内消费者迎来连续8天的"超长黄金周"，推动出境旅游市场迎来新 一轮高潮。 9月28日，国家移民管理局预测，国庆、中秋假期日均出入境旅客将突破200万人次，跨境出行热度可见 一斑。多家在线旅游平台数据亦显示，国庆出境游市场呈指数型增长，从机票、酒店到当地玩乐产品热 度攀升。 日本东京的街头、韩国首尔的明洞、越南岘港的海滩，挤满了熟悉的中国面孔。"最近国内飞日本的航 线几乎天天爆满。"9月29日，提前开启赴日游的游客张旭称，当天晚上约9点日本关西机场人头攒动， 其落地办理入境耗时近两个小时。 出境游重启进入第三年，中国游客正重新夺回全球旅游市场的"C位"。 一、"请3休12"拼假成风 "第一波国庆出境游客已于9月25日出发。"广之旅相关负责人介绍，今年"抢闸"出境游小高峰早早开 启，在该旅行社，9月25至30日提前出发的出境游团队超300个，同比增加超30%。 不少打工人玩起了"请3休12"的"拼假"玩法。据旅行社人员介绍，许多消费者倾向于在9月28日-9月30日 提前请假三天，或在10月9日-10月11日请假三天，以获得12天"PLUS"版 ...

Core Insights - The outbound tourism market is showing significant activity ahead of the National Day and Mid-Autumn Festival holidays, with travelers increasingly planning their trips in advance and utilizing "leave-packing" strategies to extend their holidays [1][3]. Group 1: Outbound Travel Trends - There is a notable year-on-year increase in outbound travel bookings for the National Day holiday, with a nearly 30% rise in visa service bookings compared to the previous year [2][3]. - Popular destinations are experiencing a surge in hotel bookings, with some countries seeing booking volumes double compared to last year. Chinese tourists have booked flights to 599 cities globally [3]. - The implementation of visa-free policies has significantly boosted flight bookings to certain Central Asian countries, with Uzbekistan and Kazakhstan seeing increases of 3.3 times and 2.3 times, respectively, in flight bookings [3]. Group 2: Pricing and Booking Behavior - Hotel prices during the holiday period have increased by 30% to 50% compared to previous periods [3]. - Travelers are taking advantage of the off-peak season in September to find lower flight prices, with round-trip tickets to popular cities being approximately half the price of those for travel starting on October 1 [3]. - The "leave-packing" strategy is gaining popularity, allowing travelers to extend their holidays significantly. For instance, taking three days off can yield a total of 12 days off from October 1 to October 12 [5].

Core Viewpoint - Lingnan Holdings reported a solid performance in the first half of 2025, with revenue of 2.09 billion yuan, an increase of 8.52% year-on-year, and a net profit attributable to shareholders of 49.53 million yuan, up 24.39% year-on-year [1] Group 1: Business Performance - The company focused on its core business, implementing various measures to drive revenue growth, particularly in outbound tourism, which saw significant resource acquisition and new destination launches [1] - Guangzhilv achieved revenue of 1.536 billion yuan, an increase of 11.78% year-on-year, with outbound tourism (excluding Hong Kong and Macau) generating 849 million yuan and domestic tourism 498 million yuan [2] - The hotel business maintained growth, with revenue increasing by 18.49% compared to the same period in 2019, and hotel management revenue reaching 119 million yuan, up 1.60% year-on-year [2] Group 2: Strategic Initiatives - The company launched a "Cruise Membership Club" and developed a four-tier membership system to enhance customer engagement in outbound tourism [1] - The inbound tourism sector capitalized on multiple countries' visa-free policies and payment facilitation, leading to significant growth opportunities [1] - The company expanded its retail and cultural product development, launching 87 new cultural products and achieving nearly 700,000 yuan in revenue from these initiatives [3] Group 3: Marketing and Sales - The company adopted innovative marketing strategies, including over 780 live broadcasts generating a GMV of over 15 million yuan, and a record-breaking sales event during the Guangzhou Travel Expo [3] - The expansion of the physical store network continued, with 12 new stores added, bringing the total to approximately 200 nationwide, enhancing the company's service capabilities [2]

Group 1 - The core viewpoint of the articles highlights the expansion of China's visa-free agreements, which is significantly boosting the outbound tourism market during the summer season [1][2][3] - As of now, China has signed visa-free agreements with 158 countries, with recent agreements with Azerbaijan and Malaysia contributing to the growth of outbound tourism [1] - Following the implementation of visa-free policies, there has been a notable increase in flight bookings, with a 117% year-on-year increase in bookings to Uzbekistan after the visa agreement took effect [1] - The announcement of the visa-free agreement with Malaysia led to a 140% increase in flight and hotel searches on travel platforms [1] Group 2 - Major airlines are increasing international flight capacity, with Southern Airlines adding 192 flights, Air China enhancing capacity on popular routes, and Eastern Airlines planning over 300 international flights weekly [2] - The expected passenger transport volume for the summer travel period is projected to reach 150 million, with international flights estimated at 123,000, reflecting a 14.1% year-on-year growth [2] - Data indicates that outbound flight bookings have surpassed 7.19 million, an approximate 8% increase compared to the previous year, while the average price of outbound travel products has decreased by about 5% [2][3] - The overall growth trend in the outbound tourism market is expected to continue, potentially exceeding pre-pandemic levels from 2019 [3]

Core Viewpoint - The outbound tourism market in China is experiencing a robust recovery, driven by the expansion of visa-free policies and increased international travel options, which is expected to continue into the latter half of the year [2][3][5]. Group 1: Policy Developments - The introduction of new visa-free policies for countries such as Brazil, Argentina, Chile, Peru, and Uruguay is set to enhance outbound travel opportunities for Chinese citizens starting June 1, 2025 [3]. - The implementation of the mutual visa exemption agreement between China and Uzbekistan also takes effect on June 1, 2025, further facilitating travel [3]. - The increase in cross-border travel convenience, particularly in regions like Shenzhen, has led to a significant rise in cross-border movements, with over 64 million entries and exits recorded in the first quarter of the year, marking a 15.2% increase year-on-year [3]. Group 2: Market Trends - The outbound tourism market is showing new consumption trends, with travelers increasingly seeking value for money, unique experiences, and local cultural engagements [6]. - Travel agencies are responding to these trends by offering tailored products such as family trips, educational tours, and culinary experiences, catering to the evolving preferences of tourists [6]. - Major events like concerts and festivals are being leveraged to attract international tourists, exemplified by the economic boost from Taylor Swift's concert in Singapore [6]. Group 3: Industry Support and Collaboration - Travel companies are actively enhancing their service offerings, with initiatives like Fliggy's support measures for outbound travel agencies, which include resource matching and operational support [4]. - Ctrip has signed a three-year strategic cooperation agreement with the Moroccan National Tourism Office, expanding its collaboration from the Chinese market to a global scale [4]. Group 4: Economic and Financial Factors - The Chinese outbound tourism market is projected to reach 146 million trips in 2024, nearing pre-pandemic levels, supported by the expansion of visa-free policies and cross-border travel initiatives [5]. - The Civil Aviation Administration of China reported a significant increase in international flight operations, with a 94.5% recovery rate of flights to Belt and Road Initiative countries in the first quarter [8]. - Financial institutions are introducing favorable measures for outbound travel, such as credit card promotions and currency exchange benefits, to stimulate consumer spending abroad [8]. Group 5: Strategic Implications - The development of outbound tourism aligns with China's dual circulation strategy, enhancing residents' willingness to travel abroad and fostering cultural exchange and international cooperation [9].

Overall Situation - The tourism revenue shows steady growth, but travel demand appears relatively flat, with domestic travel during the Dragon Boat Festival in 2025 expected to reach 119 million trips, a 5.7% increase, and total domestic travel expenditure projected at 42.73 billion yuan, up 5.9% [1][2] - Daily average inbound and outbound tourism is 1.969 million people, a year-on-year increase of 2.7%, which is below the official expectation of 2.15 million, representing a 12.2% increase [1][5] Transportation Situation - The total cross-regional personnel flow is expected to reach 657 million during the holiday, with a daily average of 21.9 million, reflecting a year-on-year growth of 3.0% [3] - Railway passenger volume is projected at 47.108 million, with a daily average of 15.7027 million, showing a 2.3% increase [3] - Road travel is expected to account for 600 million trips, with a daily average of 20 million, marking a 3.14% increase [3] Hainan Duty-Free Sales - During the Dragon Boat Festival, Hainan's duty-free shopping amounted to 187 million yuan, a decrease of 8.8%, with 31,300 shoppers, down 18.9% [4] - The average spending per person was 5,974 yuan, an increase of 12.5% [4] Outbound Tourism - The total number of inbound and outbound personnel during the holiday reached 5.907 million, with a peak of 2.086 million on June 1 [5] - The number of inbound foreign visitors under visa-free policies increased by 59.4% compared to the previous year [5] Investment Recommendations - The industry suggests focusing on the recovery of short-distance self-driving and family travel, with a recommendation to pay attention to companies related to leisure tourism and outbound travel, including Ctrip Group, Tongcheng Travel, and hotels driven by business travel demand [6]

Core Insights - The tourism market in Shandong experienced a significant recovery during the May Day holiday, with hotel bookings increasing by 12% and outbound travel orders rising by 28% compared to last year [1] - Inbound travel orders in Shandong surged by over 140%, highlighting the region's strong appeal as a cultural tourism destination for international visitors [1] - The demand for deep cultural experiences is strong, with tourists willing to pay a premium for high-quality cultural experiences, indicating a shift from "sightseeing" to "immersive" tourism products [2] Summary by Category Hotel and Travel Orders - Hotel bookings in Jinan increased by 13%, while outbound travel orders rose by 19% [1] - Qingdao saw a 25% increase in hotel orders and a 33% rise in outbound travel orders [2] - Rizhao experienced a 36% growth in hotel bookings [2] Popular Tourist Attractions - Major attractions in Shandong, such as Mount Tai, Qingdao Underwater World, and Baotu Spring, drew large crowds of both domestic and international tourists [1] - In Jinan, popular sites included Baotu Spring, Daming Lake, and the International Spring Water Tourism Resort [1] - In Qingdao, attractions like the Qingdao Beer Museum and Laoshan Scenic Area were favored by visitors [2] Market Trends - The tourism market displayed a "multi-point blooming" trend, with both consumption upgrades and rational demand coexisting [2] - Tourists are increasingly focused on cost-effectiveness, with average domestic flight prices dropping by 30-40% on certain days of the holiday [3]

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The global tourism market is experiencing a robust revival, marking a return to normalcy and a new interpretation of a beautiful life, with a focus on luxury experiences and cultural depth [3] - Chinese high-spending travelers are increasingly seeking unique, memorable experiences that resonate with their tastes and preferences, indicating a shift towards personalized luxury travel [3][6] - The report highlights a significant increase in outbound travel intentions among Chinese consumers, particularly among the younger generations, with over 70% planning to travel abroad in the next year [50][55] Summary by Sections Background and Research Methodology - The research is based on a survey conducted among 810 Platinum Members of the Tongcheng Travel platform, reflecting the preferences and behaviors of high-end Chinese travelers [6][7] Demographic Characteristics - The majority of respondents are aged between 35-54 years, with 62% being male, indicating a strong consumer potential in this demographic [39][40] - 76.2% of respondents hold a bachelor's degree or higher, showcasing a well-educated consumer base with a strong inclination towards luxury travel experiences [39][44] Outbound Travel Preferences - The outbound travel market is witnessing a strong recovery, with a 70.9% year-on-year increase in outbound travel in the first half of 2024 [26] - The report predicts that Thailand, Japan, and Hong Kong will be the top destinations for Chinese travelers in the coming years, with millions expected to visit these locations [30][72] Insights and Recommendations - Digital platforms like Douyin, Xiaohongshu, and WeChat are crucial touchpoints for engaging travelers throughout their journey, emphasizing the need for attractive content and influencer partnerships [126] - A segmented communication strategy is essential to tailor messages for different demographics, particularly tech-savvy younger travelers and quality-seeking consumers from second-tier cities [127] - Sustainability and authenticity are becoming increasingly important for high-value travelers, who are looking for unique cultural experiences and environmentally friendly options [129]