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]

今年暑期，文旅市场"热"力全开，新玩法、新产品、新业态层出不穷。 7月17日，游客在赛里木湖景区游玩赏景。暑期来临，位于新疆博尔塔拉蒙古自治州的赛里木湖景区迎来盛夏 旅游旺季。赛里木湖是新疆海拔最高、面积最大的高山湖泊。新华社发（张利民摄） 从"到此一游"到"深度停留" 今年暑期，个性化、小众化、富有仪式感的深度游正成为很多游客的首选。美团旅行数据显示，在新疆，"赛 里木湖跳伞"和"赛里木湖帆船"的搜索量暴涨600%，带动赛里木湖酒店的热度上升476%，很多自驾游客选择在此 多停留几晚。甘肃的"沙漠露营基地"搜索量上涨226%。这些新奇体验丰富了旅行内容，为文旅市场注入了新活 力。 此外，越来越多旅客更愿意到小城"慢下来"。这个暑期，拥有黄果树瀑布、以蜡染体验出圈的贵州安顺成为 热门旅游目的地，黄果树机场机票预订量同比增长2.4倍。广东梅州、云南普洱、湖北十堰机票增幅紧随其后。相 比一二线城市的人挤人，下沉市场为游客身心放松地度过假期提供了新可能。 这个暑期，"苏超""浙超""赣超""村超"等赛事吸引了众多球迷及游客的关注，各地围绕赛事推出一系列文旅 促消费活动，形成"赛事引流+文旅变现"的模式。美团旅行数据 ...

Core Insights - The summer travel peak has led to significant increases in search volumes for hotels, flights, and travel packages on Meituan's platform, with hotel searches up 48%, flight searches up 99%, and travel group searches up 42% since July [1] Group 1: Travel Trends - Popular domestic travel destinations during the summer include Beijing, Shanghai, Xi'an, Nanjing, Chengdu, Guangzhou, Zhengzhou, Chongqing, Luoyang, and Hangzhou [1] - The top three popular scenic spots are Wansui Mountain Wuxia City, Zhongshanling Scenic Area, and Xi'an Museum [1] - There is a notable increase in travel interest in the northwest, northeast, and southwest regions of China [1] Group 2: Emerging Tourist Preferences - The "post-00s" generation is embracing new deep travel experiences, with significant increases in searches for unique accommodations and activities [1] - Searches for "Tengger Desert Stargazing Hotel" have surged, while "Wuh Lakes Crossing" searches have increased by nearly 90%, leading to a 293% rise in related hotel searches [1] - In Xinjiang, searches for activities like parachuting and sailing at Sailimu Lake have skyrocketed by 600%, boosting hotel interest by 476% [1] - Gansu's "Desert Camping Base" searches rose by 226%, and "Desert Makeup" searches increased by over 204%, indicating a broader economic uplift in the summer cultural tourism sector [1]