随着时代的发展，年轻人的旅游方式也悄然发生了改变。 "我是比较喜欢自由行的，很自由，想去哪里都可以去哪里。"8月15日，酷爱旅游的一位"00后"对《华 夏时报》记者表示。 记者观察到，身边的年轻人很多已经不再青睐传统的"跟团游"方式，更多的是按照个性化的需求去自主 规划旅程，和朋友自行"拼团"出行。 2025年，中国青年报社在第15个"中国旅游日"到来之际发布了《中国青年旅游观察报告》（下称：《报 告》）。该数据显示仅26.8%的年轻人选择跟团游，52.3%的年轻人都青睐自由行，体现出了年轻人旅 游不跟团的趋势。 去哪儿大数据显示：2025年清明假期国内热门城市机票预订量同比增长10%，酒店预订量增幅达两位 数。年轻人通过"年假+清明"拼假模式拉长假期，带动长距离出游增长，热门目的地包括北京、上海、 成都等城市，表明年轻人利用拼假模式出游的情况较为普遍。 《华夏时报》记者了解到，面对这种市场趋势，文旅业相关各方也都开始做出了改变。 跟团游满足不了个性化体验需求？ "一个是因为年轻人相对比较自由一点，另外一个是因为小队友两个人一起玩，可能就不会进行深度游 玩，如果想深度游的话，可能需要更长的时间，还有一个原因就 ...

Group 1 - The core theme of the "Civilized Tourism Beautiful Hangzhou" campaign is to promote high-quality tourism development through the integration of civilization and tourism, with a focus on new consumption trends in the tourism industry [2] - The tourism market in Hangzhou has shown strong vitality, with 240 million visitors in 2024, a year-on-year increase of 7.5%, and a significant rise in overnight international visitors by 107.8% [2] - The number of travel agencies in Hangzhou has been increasing at a rate of 10% since 2023, with a total of 1,243 registered agencies expected by 2025 [2] Group 2 - The shift in consumer preferences among the Z generation has led to a significant change in the travel market, with the proportion of free travel rising to 65% by 2025, while traditional group tours have decreased to 27% [3] - Tourists are increasingly seeking immersive experiences rather than just photo opportunities, with a notable rise in bookings for deep travel projects such as Hanfu photography and tea-making experiences [4] - The evolution of tourism consumption has shifted from basic functional needs to emotional value, emphasizing immersive experiences, social media creativity, cultural knowledge, and personalized services [4]

Group 1 - The core issue of safety in summer study tours and visits has become a hot topic among parents following a tragic incident involving six students from Northeast University who died during a visit to a mining facility [1] - The summer travel market is experiencing significant growth, with customized tours and free travel seeing a notable increase in bookings, with a 50% and 33% rise in traveler numbers compared to the same period last year [1][2] - Popular domestic travel destinations during the summer include Beijing, Guangdong, Shanghai, Jiangsu, Zhejiang, Hainan, Sichuan, Yunnan, Shandong, and Guizhou [1] Group 2 - Study tours are a major trend this summer, with many educational institutions organizing trips for students, including visits to campuses, museums, and participation in science or art projects [2][4] - Study tours typically involve dedicated teachers and safety personnel, leading to higher costs compared to regular tours due to the added expenses for security and educational staff [4] - Safety management and awareness are crucial for both study tours and general student visits, emphasizing the need for proper safety protocols [4][5] Group 3 - Parents are advised to conduct thorough checks before enrolling their children in study tours, including verifying the organizer's qualifications, ensuring the presence of qualified staff, and reviewing the details of fees and contracts [4][5] - It is essential to sign a formal agreement that outlines safety responsibilities, refund policies, and insurance coverage, while also ensuring that children are educated on safety and emergency contacts [5] - The importance of purchasing accident insurance for students participating in study tours is highlighted, as it provides essential protection for all parties involved [6]

Group 1 - The summer travel peak is underway, with national railway passenger volume reaching 303 million since the start of the summer transport season, a year-on-year increase of 3.8% [1] - Domestic flight ticket bookings have surpassed 20.52 million, showing slight growth compared to last year, while international flight bookings exceeded 6.54 million, reflecting a 9% year-on-year increase [1] - Customized and free travel packages have seen significant growth, with bookings increasing by 50% and 33% respectively compared to the same period last year [1] Group 2 - The summer vacation market shows a notable trend of "hot spots in the north and south," with destinations like Guizhou and Xinjiang gaining popularity among travelers [2] - Air travel to diverse destinations is on the rise, with ticket bookings for places like Yunnan and Qinghai increasing by over 13% year-on-year [2] - Events such as sports competitions have sparked interest in travel, with destinations like Zhejiang and Jiangxi seeing over 40% growth in visitor numbers compared to last year [2] Group 3 - As the summer progresses, demand for long-distance domestic and international travel is increasing, with long-distance domestic travel accounting for 46% and international travel for 32% of bookings [3] - Popular long-distance domestic destinations include Sanya, Beijing, and Dali, while international short-haul destinations like Japan and Thailand are favored by travelers [3] - Major platforms are launching promotional activities to stimulate consumption, with Douyin Life Services offering substantial subsidies and various travel-related products [3]

Group 1 - The first wave of summer travel peak began on June 28, with group tours being the most favored option among Tuniu users, accounting for 34% of total travel participants [1] - Domestic travel trends show high booking volumes for routes in Northwest, Southwest, North China, and East China, with popular group tour products including "Qinghai Lake - Chaka - Dunhuang 8-day tour" and "Huangguoshu - Libo - Xijiang 5-day tour" [1] - The summer season is a peak time for family travel, with family trips making up 42% of total travel participants, and popular destinations include Shanghai, Beijing, and Guangzhou [1] Group 2 - Family travelers show a preference for self-driving tours, with popular destinations including Shanghai, Guangzhou, and Sanya, and "hotel + ticket" packages for theme parks and cultural sites are particularly favored [2] - The summer also sees a rise in educational travel, with themes such as historical sites and cultural heritage being highly sought after [1]

Group 1 - The domestic tourism market is experiencing a strong recovery, with travel heat and per capita spending surpassing last year's levels [3][4] - Data from various platforms indicate a significant increase in travel activities, with hotel bookings covering 1,837 cities globally, an increase of 432 cities compared to last year [3] - The trend of "拼假" (combining holidays) has led to a surge in long-distance travel, with popular destinations like Qinghai and Xinjiang seeing ticket sales increase by 1-2 times year-on-year [3][4] Group 2 - Cross-border travel is also on the rise, with outbound and inbound markets both showing strong growth; international cruise bookings have increased by over 60% year-on-year [5] - Inbound tourism is recovering robustly, with a 130% year-on-year increase in orders during the "五一" holiday, particularly in cities like Shanghai and Shenzhen [5] - The introduction of enhanced tax refund policies for outbound tourists is contributing to the growth of the inbound tourism market [5]

Core Insights - The "May Day" holiday tourism market is vibrant, with significant growth in travel consumption from lower-tier cities and a surge in both domestic and outbound travel [1][3][4] Domestic Travel Trends - Domestic travel heat has surged, with packaged travel product bookings for self-driving trips increasing by nearly 40% year-on-year, and overall travel participation rising significantly [1][5] - The peak travel days during the holiday were concentrated on May 1st and 2nd, accounting for 27% and 21% of total travel respectively [3] - Popular destinations for late holiday travel include Beijing, Shanghai, Guangzhou, and Sanya, with some cities seeing over 70% year-on-year growth in travel participation [3] Popularity of "Internet Celebrity Cities" - "Internet celebrity cities" have become new hotspots for tourism, with destinations like Beijing, Shanghai, and Sanya seeing explosive growth in visitor numbers, some exceeding 200% year-on-year [4] - Group travel products are particularly popular, with a 56% share of packaged travel bookings, highlighting the demand for organized tours [4] Transportation and Accommodation Growth - There has been a notable increase in transportation and accommodation bookings, with flight bookings up by 25%, hotel bookings up by 15%, and train ticket bookings up by 10% year-on-year [7] - High-speed rail travel remains a favored choice, with major cities like Beijing and Shanghai being top destinations for high-speed rail users [7] Outbound Travel Insights - Outbound short trips dominate the market, with Hong Kong and Macau leading in popularity, while destinations like Japan and Thailand are also favored [8] - Group tours and free travel options are preferred for outbound trips, with specific tour packages seeing high booking rates [8]

Core Insights - The "May Day" holiday period is witnessing a significant surge in travel enthusiasm, with various regions reporting increased tourist activity and diverse cultural and sports events [4][8][9]. Travel and Tourism Trends - Online hotel search volume and ticket bookings have seen substantial increases, with searches for "May Day travel" up over 500% year-on-year and domestic travel bookings more than doubling compared to last year [4][5]. - The trend of "small town tourism" is gaining popularity, with searches for less crowded destinations rising by 200% in the past month [5]. - Domestic flight bookings have also surged, with over 5.42 million tickets sold, marking a 31% increase from the previous year [5]. Cultural and Sports Activities - Various regions are hosting a range of cultural and sports events to attract tourists, including flower viewing, night tours, and performances [8][9]. - Major sporting events are scheduled, such as a global diving competition and a series of community sports activities in Beijing, expected to draw significant participation [9]. Economic Impact - The overall retail sales growth in the first quarter of the year was reported at 4.6%, indicating a recovery in consumer spending across multiple sectors, including travel and dining [10].

Group 1: Travel Market Trends - The travel market is experiencing a surge in activity as the "May Day" holiday approaches, with online hotel and flight searches significantly increasing, indicating a peak in bookings [1] - Domestic travel bookings for the "May Day" holiday have more than doubled compared to the same period last year, with self-driving tours, free travel, and group tours showing particularly high growth [1][2] - Online travel platforms report a core business growth of over 70% for hotels and tickets, driven by the extended holiday period [1] Group 2: Booking Statistics - Tuniu's data shows that group booking numbers for the "May Day" holiday increased by over 220% week-on-week, with hotel bookings up over 120% and flight bookings up over 80% [2] - As of April 27, domestic flight bookings for the "May Day" holiday reached over 6.34 million, a year-on-year increase of approximately 23%, while international flight bookings exceeded 1.09 million, up about 24% [2] Group 3: Emerging Travel Opportunities - The rise of "port tourism" and "marine economy" is creating new growth opportunities in cultural and tourism consumption, with significant increases in searches for hotels and food near various ports [3] - The popularity of seaside and island tourism is also on the rise, with searches for activities like "sea fishing" and "boat charters" seeing substantial growth [3] Group 4: Accommodation Trends - Tujia's report indicates that popular cities for accommodation bookings have seen an average year-on-year increase of over 30%, with Qingdao being the most popular destination [4] - Hotel booking rates for the "May Day" holiday have increased by 1.3 percentage points compared to last year, with a notable rise in bookings for less accessible small cities [4] Group 5: Promotional Activities - Huazhu Group has launched various promotional activities to welcome the "May Day" holiday, including a plan that covers over 11,000 hotels nationwide, offering nearly 100 million yuan in discounts [5]

Group 1 - The tourism market is experiencing a significant increase in activity as the "May Day" holiday approaches, with online hotel and flight searches rising sharply, indicating a peak in bookings [1][2] - Domestic travel bookings for the "May Day" holiday have more than doubled compared to the same period last year, with self-driving tours, free travel, and group tours showing particularly high growth [1] - The "May Day" holiday is characterized by three main trends: rapid growth in long-distance travel, a two-way increase in cross-border travel, and a resurgence in county-level tourism, contributing to structural growth in the tourism market [1][3] Group 2 - Ctrip's report indicates that the holiday travel consumption is marked by explosive growth in long-distance travel and a significant increase in inbound travel orders, which surged by 173% year-on-year [1][3] - The proportion of cross-city accommodation orders has exceeded 80%, with deep travel users planning to stay for two days or more expected to reach 20% [3] - Popular domestic destinations include traditional cities like Beijing and Shanghai, while emerging destinations such as Taiyuan and Yining are also seeing significant growth in hotel bookings [3][4] Group 3 - The overall transaction volume (GMV) for travel services has increased by approximately 65% year-on-year, with product diversity growing by 55.25% [3] - The "May Day" holiday is expected to reach a historical peak in travel heat, with the travel peak anticipated to occur in the first two days of the holiday [4] - The Ministry of Commerce and other departments have announced policies to optimize the outbound tax refund system, which is expected to boost inbound tourism and shopping [4][5] Group 4 - Companies like Ctrip are expected to benefit from the growing demand for travel, as high-level consumption continues to expand [6] - Huazhu Group's adjusted EBITDA for Q4 2024 is projected to grow by 10%, with an upward revision of EBITDA forecasts for 2025-2026 [6] - China Duty Free Group is expected to see revenue growth driven by the recovery of port traffic and operational optimizations, with new store policies creating growth opportunities [6]