作 者丨魏彤 编 辑丨林曦 今年的"五一"假期正式开启，游客出游需求得到极大释放，旅游市场迎来上半年又一出游高 峰。 广之旅数据显示，2 0 2 5年跨"五一"排期相关旅游产品价格较2 0 2 4年同比基本持平，但游客在 假日对高品质线路的偏好则更为明显，多个板块游客报名客单价上涨超一成，旅行社通过提 早买断资源打造的各式专场策划活动和特色体验项目，受到了游客追捧。 南方财经全媒体记者观察发现，"反向旅游"较"特种兵旅游"更胜一筹。各地也围绕游客假期 出游遭遇"人从众"的痛点，纷纷通过挖掘小众、冷门目的地打造的五一出游"隐藏款"，取得 了不俗的市场反馈效果。 近期发布的离境退税政策叠加各大商圈"五一"活动，通过多重机制促进了消费增长。离境退 税政策降低了境外游客的购物成本，使消费者更愿意增加购物时间和频次。而各大商圈通过 将购物与文化、旅游、体育等元素相结合，也形成了新的消费增长点。 冷门打卡地寻找"松弛感" 随 着 生 活 节 奏 的 加 快 与 压 力 的 增 加 ， 人 们 的 情 绪 需 求 日 益 显 现 。 迎 合 这 一 需 求 的 " 情 绪 经 济"迅速崛起，成为当下消费市场的亮点。这一现象 ...

Core Insights - The "May Day" holiday has seen a significant release of travel demand, marking another peak in the tourism market for the first half of the year [1] - There is a noticeable preference among tourists for high-quality travel routes, with many segments experiencing over a 10% increase in customer spending [1] - The "reverse tourism" trend, where travelers seek less crowded and off-the-beaten-path destinations, is gaining popularity [2][3] Tourism Market Trends - Travel product prices for the "May Day" holiday in 2025 are expected to remain stable compared to 2024, but there is a clear shift towards higher-quality offerings [1] - The trend of "reverse tourism" reflects a growing desire among consumers to seek relaxation and unique experiences rather than traditional sightseeing [2] - Data from Ctrip indicates that tourism in lower-tier cities has seen a 25% increase, outpacing higher-tier cities by 11 percentage points [2] Consumer Behavior - The emotional economy is emerging as a significant trend, with consumers gravitating towards lesser-known destinations for a sense of relaxation [2] - High-end hotel bookings in Guangdong for the "May Day" holiday have surged by over 52%, indicating a strong consumer willingness to spend [3] Events and Promotions - The Canton Fair is expected to enhance the tourism heat in Guangdong during the "May Day" holiday, attracting over 200,000 foreign buyers [5] - The optimization of the departure tax refund policy is anticipated to stimulate consumer spending, with the threshold lowered from 500 yuan to 200 yuan [5][6] Future Outlook - The tourism market is expected to experience a brief decline post-holiday, followed by a surge in off-peak travel, particularly among retirees [7] - Upcoming holidays such as the Dragon Boat Festival and Children's Day are projected to further invigorate tourism activity [7]

Group 1 - The core viewpoint of the news is the optimization of the departure tax refund policy in China, aimed at expanding inbound consumption and enhancing the shopping experience for international tourists [1][2][3] - The departure tax refund threshold has been lowered from 500 yuan to 200 yuan, and the cash refund limit has been increased from 10,000 yuan to 20,000 yuan, facilitating more tourists to benefit from the tax refund [1][3] - The introduction of the "immediate refund" service allows tourists to receive tax refunds within 5 minutes, significantly improving the convenience of the shopping experience [2][3] Group 2 - In 2023, Guangzhou has seen a significant increase in departure tax refund sales, with a year-on-year growth of over 100% [1][2] - The number of inbound tourists in Guangzhou has surged, with a 173% increase in inbound travel orders during the May Day holiday compared to the previous year [3] - The new tax refund policy is expected to encourage more small-value purchases, thereby increasing the frequency and variety of purchases made by international tourists [3][4]