来源：环球网 摘要： 携程度假农庄聚焦乡村振兴，通过文旅融合推动社会效益，惠及乡村居民、非遗从业者、游客及地方文 旅机构；项目以农庄建设与绿色能源为核心，从人才培养、绿色运营、社区共建、品牌营销方向探索， 打造可持续旅游模式，促进就业与文化传承，实现社区共建共赢，探索乡村振兴新路径。 基于经营、运营、营销和产业带动，农庄确立了一系列具体、可衡量的社会与环境目标，整体评估乡村 旅游振兴成果价值。 关键词：农庄；ESG；乡村振兴；可持续 案例正文： 近年以来，全国34家农庄吸纳员工500余人，累计带动超4万人相关行业新增就业，其中80%以上为本地 村民，推动当地人均年收入增加超4万元；平均每家农庄落成，为周边新增约40家民宿，带动周边订单 量上涨82.4%，客单价上涨18.7%，上下游产业年产值增长2000万元以上；目前每座农庄的落成，在1年 内通过带动民宿新增、上下游产业拉动等作用，可间接带动所在乡镇相关行业就业人数约1000人。以直 营店金寨、佛坪、林州为例，农庄本地村民员工们的年总收入均超过45万元。 农庄重点打造本地人才的可持续培养机制，以"携程乡村振兴学园"为载体，通过线下培训、线上课程与 高校合作等方 ...

一个不足300万人口的海滨小城，占地面积和经济规模也在山东省各地级市中排名比较靠后，这些在文旅投资人常规判断中的重要指标用在日照身上却仿 佛失效了。 今年，全国第六座、北方第一家开元森泊度假乐园在日照开业；海昌海洋公园2021年卖掉了在青岛的项目，这几年却在日照不断追加投资；就连日照当地 的企业，也纷纷把做绿茶、体育等当地特色产业赚到的钱砸到了文旅上，茶文化旅游节、渔民节等不断做着"旅游+百业"的文章。 这里有海浪与火箭齐飞，茶园共星空一色，渔村和美术馆共生。日照这座小城正在用诗意与浪漫重新定义滨海度假，用适合自己的方式书写独特的文旅发 展篇章。 引市场活水，激起新消费浪潮 今年5月，日照开元森泊度假乐园正式开业，作为北方第一座开元森泊乐园，俨然成了北方亲子家庭的"新宠"。这个总建筑面积13.5万平方米的乐园，包 含室内外水乐园和海岛集市广场，开业以来就吸引游客超22万人次，收入达7000万元。更值得一提的是，乐园配套的442间客房在整个暑期入住率稳定在 85%以上，不少从北京、河北、河南来的家庭专门为此而来。 今年以来，各类市场团体和组织已经在日照进行了30余场演出，吸引超过1500万游客，让日照的海滩变成 ...

Group 1 - The core idea of the articles revolves around the growing trend of travel among older adults, particularly those aged 50 and above, highlighting the emergence of tailored travel services and experiences for this demographic [2][4][5] - Ctrip's "Old Interesting Travel Group" has launched a series of themed tours specifically designed for seniors, achieving over 10 million exposures online and attracting more than 300,000 members within a year [2] - The customized inbound travel services have seen a significant revenue increase of 599% year-on-year, indicating a strong demand for personalized travel experiences among older travelers [5] Group 2 - Ctrip has successfully organized a reunion trip for a group of silver-haired classmates, emphasizing the importance of cultural and culinary experiences tailored to their preferences [4] - The company has initiated various marketing campaigns to promote Chinese mountain culture in South Korea, resulting in a 70% increase in ticket sales for related flights [7] - The rise of young tour guides, particularly university students, is reshaping the car rental travel experience, with over 2,000 students joining Ctrip's guiding platform [9] Group 3 - Ctrip's "Hello Island" project has attracted nearly 100 university students and entrepreneurs to explore new paths in tourism and digital integration on Zhoushan Island, contributing to local economic development [11][12] - The company is capitalizing on the trend of concert tourism, with a reported 6.8 billion yuan in travel consumption driven by young concert-goers, leading to a 400% increase in related product revenue [14] - A music competition organized by Ctrip and NetEase Cloud Music has gathered 13,500 original songs, promoting local tourism through music and engaging over 660,000 voters [15] Group 4 - Ctrip's vacation farm initiative has created job opportunities for 40,000 individuals, showcasing the impact of rural revitalization efforts in various regions [17] - The company has established 34 vacation farms, supporting local communities and enhancing the connection between traditional lifestyles and modern tourism [17]

Group 1 - The domestic tourism market in China shows a strong recovery during the "May Day" holiday, with multiple trends emerging, including family travel and pet-friendly outings [2][3] - Long-distance travel destinations have performed exceptionally well, with ticket sales for scenic spots in regions like Qinghai, Xinjiang, Ningxia, and Gansu seeing significant year-on-year growth of 1-2 times [2] - The number of inbound travel orders has surged by 130% compared to last year, with new experiences such as agricultural tourism and "China shopping" becoming popular among foreign tourists [2] Group 2 - The trend of family travel is on the rise, with 35% of car rental orders on Ctrip being for family trips, an increase of 11 percentage points [3] - The self-driving travel market is experiencing an upgrade in consumption, with average car rental spending increasing by 24% year-on-year and the average rental duration extending to 4 days [3] - The cruise tourism market has fully recovered, with bookings for cruise products during the holiday increasing by 120% compared to last year and 140% compared to 2019 [4] Group 3 - The integration of national cultural elements into tourism is deepening, with searches for intangible cultural heritage-themed tours skyrocketing and related ticket bookings increasing by 132% [4] - A reverse tourism trend is emerging, focusing on escaping crowds and enhancing experiences, with rural tourism bookings rising by nearly 20% during the holiday [4] - The market is shifting from "scale expansion" to "quality upgrade," reflecting a strong demand for differentiated experiences in tourism [5]

Core Insights - The domestic cultural tourism market is experiencing a strong recovery during the May Day holiday in 2025, shifting from "scale expansion" to "quality upgrade" with a rising demand for differentiated experiences [1][3][5] Group 1: Market Trends - Popular travel destinations during the May Day holiday include Beijing, Shanghai, Hangzhou, Guangzhou, Chengdu, Chongqing, Nanjing, Wuhan, Shenzhen, and Xi'an, with Jiangsu showing significant growth in hotel and flight bookings, up 12% and 76% year-on-year respectively [1] - The rise of niche markets such as family travel and pet-friendly trips is evident, with family-oriented hotel bookings in Inner Mongolia and Shanxi increasing over 100% [3][5] - The integration of culture and tourism is a prominent trend, with searches for intangible cultural heritage-themed tours surging, leading to a 132% increase in related ticket bookings [5][10] Group 2: Consumer Behavior - The demand for rural and county tourism is growing, with bookings for rural trips increasing nearly 20% and occupancy rates for certain rural resorts exceeding 90% [7][9] - The younger demographic, particularly university students aged 19-22, shows a 30% increase in purchasing their first flight tickets, while the "new silver-haired" group has a 43% increase in hotel bookings, focusing on quality and emotional value [3][10] Group 3: Inbound Tourism - Inbound tourism is rebounding strongly, with a 130% year-on-year increase in orders during the May Day holiday, particularly in cities like Shanghai, Shenzhen, and Guangzhou [10][11] - The demand for local food experiences among foreign tourists has surged, with related orders increasing 6.8 times compared to the previous year [11] Group 4: Travel Preferences - Diverse travel methods are gaining popularity, with significant increases in self-driving, free travel, and private group bookings, as evidenced by a 24% rise in per capita car rental spending [12][14] - Train and flight bookings for domestic travel during the May Day holiday have also seen notable growth, with train ticket bookings up 10% and flight bookings up 25% year-on-year [14][16]