Group 1 - The Beijing Service theme exhibition at the 2025 China International Service Trade Fair showcases the successful cases of Shoulu Group during the Asian Winter Games, emphasizing the quality of "Beijing Service" [2][3] - Shoulu Group presents over 20 brands from 11 subsidiaries, highlighting various products and services including traditional brands, fine dining, creative cultural products, accommodation, and business travel [2][5] - The exhibition features an interactive experience area with unique offerings from various brands, enhancing audience engagement and showcasing the integration of culture and tourism [5] Group 2 - The 11th pavilion serves as a vibrant experiential area for cultural and tourism services, allowing visitors to gain a more intuitive understanding of the development of cultural tourism integration [3][5] - Each brand booth in the cultural tourism exhibition area is equipped with a "2025 Shoulu Wonderful Life Festival - Online Life Festival" sticker, enabling consumers to enjoy on-site services and online discounts [5]

Core Insights - The summer travel season in China has concluded, with a notable shift towards long-distance travel and a more rational consumption structure among domestic tourists, emphasizing value for money and tailored experiences [3][4]. Group 1: Travel Trends - Nearly half of domestic tourists opted for long-distance travel during the two-month summer season, indicating a trend towards more meaningful travel experiences [3]. - The demand from second-tier and lower-tier cities has accelerated, with travel from these areas increasing by nearly 15% year-on-year [5]. - Popular domestic destinations included traditional hotspots like Beijing, Shanghai, and Sanya, while new and niche destinations gained traction [5]. Group 2: Demographics and Spending - University students showed increased travel activity, with their average order price rising by 15.1% year-on-year, reflecting a preference for higher-quality travel experiences [5]. - The booking of international flights by students aged 18-22 grew by over 10%, with a remarkable 42% increase in international flight bookings, particularly from third-tier cities [6]. Group 3: Impact of Media and Events - The popularity of certain media productions, such as "凡人修仙传," has significantly boosted tourism to filming locations, with a 68% increase in interest for the Xinjiang Narat Scenic Area [8]. - The animated film "浪浪山小妖怪" led to a 380% surge in searches for featured scenic spots in Shanxi, with ticket sales in the region increasing by over 40% [9]. Group 4: Accommodation Trends - There was a 40% year-on-year increase in the booking of high-quality hotels in popular destinations, indicating a shift towards upgraded accommodation preferences among travelers [12]. - The average length of stay for overnight visitors has also increased, with family-oriented accommodations in high demand during peak travel periods [12].

Core Insights - The summer travel season in China has concluded, with a significant portion of domestic tourists opting for long-distance travel, reflecting a more rational consumption structure [1] - There is a notable increase in inbound and outbound travel orders, with popular destinations primarily within a three-hour flight radius, including Japan, Thailand, South Korea, and Malaysia [1] Group 1: Travel Trends - The trend of "customer base sinking" is evident, with first-tier and new first-tier cities accounting for nearly 56% of summer travel participants, while second-tier and lower cities show a 15% year-on-year increase in travel demand [3] - Popular domestic travel destinations include Beijing, Shanghai, Sanya, and Chengdu, with traditional hotspots seeing a rise in interest for niche travel experiences [3] Group 2: Student Travel - The student demographic is increasingly active in travel, with university students' travel orders rising by 15.1% year-on-year, indicating a preference for higher quality and more immersive travel experiences [3] - University students aged 18-22 have seen a more than 10% increase in both domestic and international flight bookings, with international ticket bookings rising by 42% [4] Group 3: Impact of Media on Travel - The popularity of media content, such as the series "凡人修仙传," has significantly boosted tourism in filming locations, with Xinjiang's Narat Scenic Area seeing a 68% increase in interest [5] - The animated film "浪浪山小妖怪" has driven a 380% surge in searches for featured scenic spots in Shanxi, with ticket sales in Datong increasing by 43% [5] Group 4: Accommodation Trends - There is a notable upgrade in accommodation consumption, with high-quality hotel bookings in popular destinations increasing by over 40% compared to last year [7] - Major cities like Shenzhen, Guangzhou, and Chengdu are seeing high demand for family-friendly accommodations, with peak periods resulting in a shortage of available rooms [7]

Core Insights - The outbound tourism market is showing significant activity ahead of the National Day and Mid-Autumn Festival holidays, with travelers increasingly planning their trips in advance and utilizing "leave-packing" strategies to extend their holidays [1][3]. Group 1: Outbound Travel Trends - There is a notable year-on-year increase in outbound travel bookings for the National Day holiday, with a nearly 30% rise in visa service bookings compared to the previous year [2][3]. - Popular destinations are experiencing a surge in hotel bookings, with some countries seeing booking volumes double compared to last year. Chinese tourists have booked flights to 599 cities globally [3]. - The implementation of visa-free policies has significantly boosted flight bookings to certain Central Asian countries, with Uzbekistan and Kazakhstan seeing increases of 3.3 times and 2.3 times, respectively, in flight bookings [3]. Group 2: Pricing and Booking Behavior - Hotel prices during the holiday period have increased by 30% to 50% compared to previous periods [3]. - Travelers are taking advantage of the off-peak season in September to find lower flight prices, with round-trip tickets to popular cities being approximately half the price of those for travel starting on October 1 [3]. - The "leave-packing" strategy is gaining popularity, allowing travelers to extend their holidays significantly. For instance, taking three days off can yield a total of 12 days off from October 1 to October 12 [5].

Core Insights - The report indicates that Zhengzhou has emerged as a top destination for domestic surrounding tourism, ranking in the "Top 9 Domestic Surrounding Travel Destinations" due to its stable tourist attraction and diverse cultural offerings [1][2] - The overall tourism market in Henan province has shown significant growth, with various cities reporting impressive increases in hotel bookings and tourist activities during the summer season [4] Group 1: Zhengzhou's Tourism Performance - Zhengzhou's hotel bookings increased by 4% year-on-year during the summer, highlighting its ability to attract surrounding tourists [2] - Major sources of tourists to Zhengzhou include the Beijing-Tianjin-Hebei region and local cities, with Beijing, Shanghai, and several cities in Henan being the top contributors [2] - Popular tourist attractions in Zhengzhou include Henan Opera City, Shaolin Temple, and Zhengzhou Silver Base Animal Kingdom, catering to diverse cultural and family-oriented experiences [2][3] Group 2: Family and Self-Driving Tourism Trends - Family-oriented travel has become a significant driver of consumption in Zhengzhou, with 35% of summer orders being for family trips, and self-driving rentals increasing by 77% year-on-year [3] - Zhengzhou has become a popular self-driving destination alongside cities like Chengdu and Sanya, supported by its rich family-friendly tourism products [3] - Local attractions are enhancing family experiences by extending operating hours and adding interactive projects, aligning with the trend of providing high-value travel experiences [3] Group 3: Henan Province's Overall Tourism Growth - Other cities in Henan, such as Luoyang and Kaifeng, have also reported substantial growth in hotel bookings, with Luoyang seeing a 14% increase and Kaifeng experiencing a remarkable 66% rise [4] - The province's tourism development aligns with national trends, with a focus on cooler destinations and cultural sites attracting visitors [4] - Cultural IPs like Longmen Grottoes and Qingming Riverside Landscape Garden are drawing cultural enthusiasts, contributing to the province's tourism appeal [4] Group 4: Inbound and Outbound Tourism Trends - The report highlights a dual increase in inbound and outbound tourism, with a 30% year-on-year rise in the number of foreign visitors entering China [5] - Popular outbound destinations include Japan, Thailand, and South Korea, with significant growth in hotel bookings for these locations [5] - Zhengzhou is positioned to leverage its cultural IP and transportation advantages to enhance its inbound tourism potential [8]

Group 1 - The outbound tourism market in China is experiencing explosive growth during the summer travel season, with visa application orders increasing by double digits compared to the same period last year, marking a peak in three years [1] - Family and parent-child travel has become a significant trend, with family visa applications increasing by 16% year-on-year, accounting for 22% of total visa orders [2] - Long-haul travel, particularly to Schengen countries, is seeing a strong recovery, with visa applications for destinations like Italy, Norway, and Germany rising by over 80% [2] Group 2 - There are still opportunities for travelers who have not yet applied for visas, with sufficient time available for long-haul countries like Switzerland, Sweden, and Australia, as well as short-haul countries like Japan and Korea [3] - The value of professional visa services is highlighted, as companies like Ctrip provide standardized one-stop visa services, including personalized guidance and mock interview training to improve approval rates [3] - Ctrip has established itself as a benchmark in the visa industry, receiving recognition for its high-quality service and submission volume, including awards from the Australian consulate [4]