Group 1: Travel Trends - The total cross-regional movement of people during the 2025 National Day and Mid-Autumn Festival holiday is projected to reach 2.433 billion, with an average of 304 million per day, marking a 6.3% year-on-year increase compared to 2024, setting a historical record [1] - Domestic travel during the 8-day holiday reached 888 million trips, an increase of 123 million trips compared to the 7-day holiday in 2024, with total spending amounting to 809 billion yuan, up by 108.2 billion yuan [1] - Tourists are increasingly exploring more diverse destinations, with travel interest shifting from classic to niche locations, as evidenced by significant growth in orders from third-tier cities and smaller cities in East Asia, Southeast Asia, and Europe [1] Group 2: Consumer Behavior - The average booking volume for transportation and accommodation increased by 5% and 4.6% respectively, while the average spending per trip rose by 14.6% during the holiday [2] - Popular domestic travel cities included Shanghai, Beijing, and Guangzhou, while international destinations favored by travelers included Japan, Hong Kong, and Thailand [2] - The rise of local food experiences has become a key aspect of deep tourism, with a 50% increase in tourists engaging in extended stays for immersive experiences compared to 2024 [3] Group 3: Experience Consumption - Experience-based consumption has become mainstream, with significant growth in orders for ancient towns and cities, as well as for zoos and water parks, with increases of 299%, 196%, and 152% respectively [4] - Traditional cultural experiences, such as glassmaking and pottery, have seen substantial order growth, with increases of 270% and 206% respectively, indicating a strong interest in intangible cultural heritage [4] - The popularity of ancient-style makeup among young tourists has surged, with a 111% increase in related orders, reflecting a trend towards cultural engagement [4]

Core Insights - The "super golden week" during the National Day and Mid-Autumn Festival saw a significant shift in domestic tourism trends, with long-distance travel and immersive experiences becoming the main focus [1][2] - The post-pandemic recovery in outbound tourism is evident, with a notable increase in travel to less popular cities, driven by younger consumers [4][5] Domestic Tourism Trends - Long-distance travel orders increased by 3 percentage points compared to last year, with a 14.6% rise in average spending per order on the Fliggy platform [2] - The 95 post-90s generation is leading the consumption upgrade, accounting for a significant portion of bookings [2] - Family and child travel groups represent 52.4% of the market, with nearby high-speed rail destinations becoming popular [2] - The rise of "content-driven" marketing has led to unexpected destinations gaining popularity, such as Jingdezhen, which saw a 60% increase in orders on Fliggy [2][3] Cultural and Experiential Consumption - Non-heritage experiences have become a highlight, with significant increases in orders for traditional crafts like glassmaking and pottery, showing growth rates of 270% and 206% respectively [3] - The overall trend indicates a shift from mere travel to immersive experiences, reflecting a more mature market [3] Outbound Tourism Recovery - Outbound travel saw a more than 30% increase in flight bookings, particularly among youth and university students, with a growth rate exceeding 50% [4][5] - Popular destinations include Japan, Thailand, Malaysia, and Singapore, favored for their proximity and favorable visa policies [4] Inbound Tourism Growth - Inbound travel also showed robust growth, with a 33% increase in flight bookings by non-Chinese passport holders, covering nearly 100 cities [5] - Notable increases in bookings from countries like the Netherlands (over 7 times), Nigeria, and Afghanistan (over 3 times) were observed [5] - Cities like Shanxi Datong and Yunnan Lijiang saw foreign tourist bookings increase by over 7 times and 5 times respectively [5]

Core Insights - The "Double Festival" holiday period saw a significant increase in tourism activity across China, with a notable rise in both domestic and outbound travel orders, reflecting a shift towards deeper travel experiences and emotional value in tourism [1][2][4] Group 1: Tourism Trends - The "Double Festival" holiday highlighted a trend towards long-distance and immersive travel experiences, with domestic long-distance travel orders increasing by 3 percentage points compared to last year [1] - Outbound travel, particularly to European destinations, saw a doubling in orders, with a significant increase in demand for deep travel experiences such as chartered tours, which grew over 120% year-on-year [1][2] - Online travel platforms reported a more than 30% increase in travel orders during the 8-day holiday, with small group tours to regions like Xinjiang, Inner Mongolia, Sichuan, and Yunnan becoming particularly popular [2] Group 2: Experience-Based Consumption - Experience-based tourism, including intangible cultural heritage (ICH) activities and culinary tourism, continued to thrive, with significant increases in participation and spending [3][4] - The "must-eat list" on Meituan saw a nearly twofold increase in traffic, with small restaurants experiencing a 125% increase in traffic and a 178% increase in orders [3] - The popularity of traditional crafts and performances surged, with orders for pottery and glass-making experiences increasing by 270% and 206% respectively, indicating a strong consumer interest in hands-on cultural experiences [3] Group 3: Changing Consumer Behavior - The evolving understanding of travel significance among Chinese tourists is reflected in their choices, moving from popular attractions to niche experiences, and from sightseeing to immersive activities [4] - Tourists are increasingly willing to pay for emotional and experiential value, indicating a shift in consumer behavior towards valuing unique and meaningful travel experiences [4]

Core Insights - The "Double Festival" holiday period saw a significant increase in tourism activity across China, with a notable rise in both domestic and outbound travel orders, reflecting a shift towards deeper travel experiences and emotional value in tourism [1][2][4] Group 1: Tourism Trends - Online travel platforms reported a robust performance during the "Double Festival" holiday, with Ctrip noting that long-distance travel orders increased by 3 percentage points compared to last year [1] - Meituan Travel indicated that travel orders grew by over 30% year-on-year during the 8-day holiday, with a marked increase in small group tours to destinations like Xinjiang, Inner Mongolia, Sichuan, and Yunnan [2] - Tuniu reported a double-digit growth in user travel numbers compared to the same period last year, with 46% of domestic long-distance travelers opting for 5 to 6-day trips [2] Group 2: Experience-Based Consumption - The popularity of experiential tourism continued, with a significant rise in food-related travel, as evidenced by a near doubling of traffic for the "Must Eat List" on the first day of the holiday [3] - Douyin's data showed that local cuisine sales surged, with Huizhou and Yunnan cuisine experiencing sales growth of 122% and 121% respectively [3] - The trend towards immersive experiences was highlighted by a 270% increase in orders for glass-making and a 206% increase for handmade pottery during the holiday [3] Group 3: Changing Consumer Behavior - Analysts noted that the growth in travel orders reflects a deeper understanding of the meaning of travel among Chinese tourists, moving from popular to niche destinations and from sightseeing to immersive experiences [4]