Group 1 - The overlap of the Dragon Boat Festival and Children's Day this year has invigorated the tourism market, with a notable increase in family and parent-child travel demand [1][23] - The trend of short vacations, performances, and cultural experiences has become a characteristic of travel during the Dragon Boat Festival [1][23] Group 2 - According to Ctrip's 2025 travel trend report, local and surrounding travel accounts for 50% of the market, with surrounding travel bookings increasing by 23% year-on-year [2][23] - Popular destinations include Beijing, Shanghai, Nanjing, Chengdu, Hangzhou, Qingdao, Chongqing, Guangzhou, Tianjin, and Changsha [2][23] Group 3 - The overlap of the Dragon Boat Festival and Children's Day has significantly boosted family travel enthusiasm, with parent-child travel orders accounting for 35% on Ctrip [3][21] - The search interest for pet-friendly hotels has increased by over 20% year-on-year, reflecting the emotional value driving tourism consumption [3][21] Group 4 - Many young travelers are opting for "performance + travel" packages, with tickets for major concerts during the Dragon Boat Festival selling out quickly [5][23] - The search volume for "parent-child water parks" has nearly doubled since May 1, with significant interest in various parent-child activities [5][23] Group 5 - The trend of self-driving and high-speed rail travel is prevalent, with over 80% of travelers choosing these modes for the three-day holiday [7][23] - The "2-hour high-speed rail circle" remains popular, with cities like Changsha, Zhengzhou, Shanghai, Chengdu, Nanjing, Wuhan, Tianjin, Taiyuan, Dandong, and Suzhou being the most sought after [7][23] Group 6 - The Dragon Boat Festival is expected to see a surge in local cultural tourism, with significant interest in traditional activities such as dragon boat racing and eating zongzi [10][12] - The top ten popular cultural tourism destinations during the Dragon Boat Festival include Chengdu, Hangzhou, Foshan, Suzhou, Tongren, Nanning, Huaihua, Dongguan, Jishou, and Suqian [10][12]

Core Insights - The "May Day" holiday has seen a significant surge in domestic tourism, with 314 million domestic trips taken, representing a 6.4% year-on-year increase, and total spending reaching 180.27 billion yuan, up 8.0% from last year [1][3] - The influx of foreign tourists has also been notable, with inbound travel orders increasing by 130% during the holiday, particularly in cities like Shanghai and Shenzhen [3][4] - The implementation of a 240-hour visa-free transit policy has contributed to the growth in inbound tourism, with 1.0896 million people entering and exiting the country during the holiday, including 111,500 foreign visitors, a 43.1% increase from last year [4][5] Domestic Tourism Trends - The trend of "拼假" (combining vacation days) has led to a rise in long-distance travel, with ticket sales for destinations like Qinghai and Xinjiang doubling compared to last year [7][8] - Family-oriented travel and pet-friendly options have gained popularity, with pet-friendly hotel bookings increasing by over 30% [8][9] - The demand for unique cultural experiences is driving a shift from traditional sightseeing to immersive travel experiences, with a notable increase in bookings for non-heritage themed tours [8][11] Inbound Tourism Dynamics - The growth in inbound tourism is being fueled by optimized visa policies and the recovery of international flights, with many second and third-tier cities becoming popular destinations for foreign tourists [3][4] - The increase in foreign visitors is also linked to social media influences, with international influencers promoting travel to China [4][5] - The top countries of origin for inbound tourists include the United States, South Korea, and Japan, with Australian visitors seeing the highest growth rate [4][5] Market Confidence and Future Outlook - The strong performance during the "May Day" holiday has instilled confidence in the tourism industry, setting a solid foundation for the upcoming summer season and other peak periods [1][10] - The diversification of travel products and services is expected to continue, with a focus on deep cultural experiences and personalized travel options [10][11] - The tourism market is anticipated to have significant growth potential as long as innovation in product offerings and service experiences is maintained [11]

Core Insights - The domestic tourism market in China is experiencing a strong recovery during the 2025 May Day holiday, with diverse travel consumption trends emerging, indicating a shift from "scale expansion" to "quality upgrade" in tourism [1][14]. Group 1: Market Performance - The number of air passengers reached 10.75 million, with a daily average of 2.15 million, marking an 8% year-on-year increase [2]. - The total inter-regional movement of people was approximately 1.42 billion, reflecting a 4.5% year-on-year growth [2]. - Popular travel routes are dominated by high-speed rail, with significant demand for train tickets, particularly for routes that are within one hour of major cities [2]. Group 2: Travel Trends - Popular tourist cities include Beijing, Shanghai, and Chengdu, with a notable increase in hotel bookings in rural areas, where bookings rose by 30% year-on-year [4]. - The self-driving travel market is thriving, with a nearly 40% increase in self-driving tour participants, and a 24% rise in average rental car spending [8]. - "Reverse tourism" is gaining traction, with rural tourism bookings increasing by nearly 20% [9]. Group 3: Consumer Demographics - The demographic of travelers is diversifying, with significant growth in first-time flight bookings, particularly among university students and seniors [11]. - The "new silver-haired" demographic (ages 55-60) is emerging as a significant force in the tourism market, with a 43% increase in hotel bookings among this group [11]. - Young travelers are leading trends, favoring social media-friendly destinations and cultural experiences [13]. Group 4: Policy and Future Outlook - Policies encouraging staggered vacations have led to a more than 30% increase in travel during holidays [14]. - The recent upgrades to the tax refund policy for outbound travelers are expected to boost inbound tourism, enhancing the spending power of international visitors [14]. - Overall, the 2025 May Day holiday tourism market reflects significant potential for growth and diversification, supported by favorable policies and innovative travel products [14].