随着全国大中小学陆续开学，2025年为期两个月的暑期旅游旺季正式收官。据携程近日发布的《2025年 暑期出游市场报告》，超长假期带动近半数国内游客选择跨省长线出行，旅游消费更趋理性，"钱花的 更值，玩得更对味"成为暑期主旋律。跨境旅游市场也呈现活跃态势，入境游订单继续保持高速增长， 而出境游热门目的地仍集中于以日本、泰国、韩国、中国香港、马来西亚为代表的"3小时飞行圈"范围 内。 报告还显示，暑期江苏省酒店订单量同比增长14%。客源主要来自上海、北京、杭州、合肥和深圳；江 苏本省游客则更多前往上海、杭州、北京、成都和青岛。省内热门景区前列包括苏州拙政园、扬州瘦西 湖、南京牛首山文化旅游区、苏州寒山寺和苏州狮子林。 影视IP对旅游拉动效应持续显现 今夏全国多地高温刷新纪录，"清凉游"成为不少游客的刚需。威海、黔东南、秦皇岛、大连、青岛、烟 台、安吉、桂林、大理白族自治州、贵阳等平均气温不超过30℃的目的地，携手冲进携程口碑榜"暑期 十大玩水避暑目的地"。今年"包车游+避暑度假"模式受更多游客青睐，热门避暑地贵州、云南等地订单 同比增长80%以上，小众避暑目的地内蒙古赤峰、辽宁丹东，吉林白山订单量同比增长200% ...

Group 1 - The tourism market has experienced explosive growth this summer, driven by new "tourism+" trends alongside traditional summer vacation themes [1][2] - The search volume for "cooling travel" increased by 47% year-on-year since July, with Northwest, Northeast, and Southwest regions being the most popular destinations due to favorable climates and natural scenery [1] - Water sports have gained popularity, with "stream tracing" searches increasing by 50% and "paddleboarding" searches surging by 107% in August, indicating a shift towards experiential and skill-based tourism [1] Group 2 - The trend of "traveling with events" has emerged, highlighted by the resurgence of the "Village Super" event in Guizhou, leading to over a 30% increase in overall travel in the province during the event weekend [2] - The impact of film IPs on tourism is significant, as seen with the movie "The Lychee of Chang'an," which led to a 12% and 10% increase in travel to Xi'an and Guangzhou, respectively, within ten days of its release [2] - The tourism market is evolving towards a "cooling+" multi-fusion model, with a shift from sightseeing to experiential travel, necessitating higher demands for destination management and content innovation [2]

Core Viewpoint - The extreme heat in various regions of China has led to a surge in demand for summer vacation spots, with consumers actively seeking cooler destinations and new experiences [1][4]. Group 1: Tourism Trends - The phenomenon of "Northern guests traveling South" has emerged, with many people from northern provinces choosing to vacation in Hainan for its relatively mild summer temperatures [2][3]. - Hainan's cities, such as Sanya, Wuzhishan, and others, have become popular summer destinations due to their favorable microclimates, with Sanya's temperatures ranging from 26℃ to 34℃ [2][3]. - The China Meteorological Administration has introduced 16 national summer vacation routes covering over 60 cities, including traditional northern cool spots and high-altitude areas in the south [3]. Group 2: Changing Consumer Behavior - The extreme heat has shifted consumer behavior from passive avoidance of heat to active engagement in outdoor activities, with a focus on adventure and exploration [5][6]. - Activities like creek tracing and rafting have gained popularity, with locations such as Zhejiang's Anji County seeing significant tourist influx and revenue growth [6][7]. - Anji County has developed a comprehensive water activity ecosystem, including 28 water-related projects, attracting over 10 million visitors annually [6][7]. Group 3: Innovative Marketing Strategies - Anji has partnered with Douyin (TikTok) to promote its water activities through strategic collaborations and social media campaigns, enhancing its brand visibility [7]. - The shift from a singular focus on cooling to a broader experiential approach reflects a deeper consumer desire for unique, immersive experiences that combine adventure, social interaction, and cultural engagement [7].