Core Insights - The "super golden week" during the National Day and Mid-Autumn Festival saw a significant shift in domestic tourism trends, with long-distance travel and immersive experiences becoming the main focus [1][2] - The post-pandemic recovery in outbound tourism is evident, with a notable increase in travel to less popular cities, driven by younger consumers [4][5] Domestic Tourism Trends - Long-distance travel orders increased by 3 percentage points compared to last year, with a 14.6% rise in average spending per order on the Fliggy platform [2] - The 95 post-90s generation is leading the consumption upgrade, accounting for a significant portion of bookings [2] - Family and child travel groups represent 52.4% of the market, with nearby high-speed rail destinations becoming popular [2] - The rise of "content-driven" marketing has led to unexpected destinations gaining popularity, such as Jingdezhen, which saw a 60% increase in orders on Fliggy [2][3] Cultural and Experiential Consumption - Non-heritage experiences have become a highlight, with significant increases in orders for traditional crafts like glassmaking and pottery, showing growth rates of 270% and 206% respectively [3] - The overall trend indicates a shift from mere travel to immersive experiences, reflecting a more mature market [3] Outbound Tourism Recovery - Outbound travel saw a more than 30% increase in flight bookings, particularly among youth and university students, with a growth rate exceeding 50% [4][5] - Popular destinations include Japan, Thailand, Malaysia, and Singapore, favored for their proximity and favorable visa policies [4] Inbound Tourism Growth - Inbound travel also showed robust growth, with a 33% increase in flight bookings by non-Chinese passport holders, covering nearly 100 cities [5] - Notable increases in bookings from countries like the Netherlands (over 7 times), Nigeria, and Afghanistan (over 3 times) were observed [5] - Cities like Shanxi Datong and Yunnan Lijiang saw foreign tourist bookings increase by over 7 times and 5 times respectively [5]