今年国庆假期，游客出游方式出现明显变化。1县域深度游产品预订热度同比上涨42%，游客不再热衷于赶场打卡知名景点，转而涌向小城县域体验非遗文化、当地美食和原生村落。1国庆期间热度最高的十大景区被小城包揽，登上微博热搜。1这一趋势反映出游客旅游观念的更新和消费升级。
文旅市场仍存在结构性问题。1旺季景区拥挤、淡季设施闲置的"潮汐现象"依然突出，制约了市场的均衡发展和消费潜力的释放。为了适应游客新需求并优化假期分布，专家建议通过完善休假制度、探索错峰假期和灵活休假模式来改善这一局面。1
浙江省已率先行动，去年秋季在全省推行中小学春秋假制度，覆盖超过600万名学生。1专家进一步建议统筹职工"陪伴假"与学生"成长假"，推动错峰假期发展。1同时可探索"周五半天加周末加年假"等短途度假模式，为释放深度游消费潜力创造条件。1
During this year's National Day holiday, travelers have increasingly turned away from crowded famous attractions toward smaller cities and counties, seeking authentic experiences rather than checking off popular tourist sites 1. This "reverse travel" trend sees visitors prioritizing encounters with intangible cultural heritage, local cuisine, and traditional villages over visits to well-known landmarks 1. The shift reflects evolving tourism preferences and upgraded consumer spending patterns, though the cultural and tourism market continues to face structural imbalances, with peak seasons remaining congested while off-seasons see underutilization 1.
Data shows strong momentum for this emerging travel style. Bookings for in-depth travel products in county-level areas surged 42 percent year-over-year during the National Day period 1, with the top ten trending destinations on social media dominated by smaller cities 1. To address persistent capacity mismatches, experts recommend reforming vacation systems through staggered holiday schedules and flexible time-off policies 1. Zhejiang Province has already pioneered such reform, becoming the first region to comprehensively implement spring and autumn breaks for primary and secondary students last year, benefiting over 6 million students across the province 1.
Proposed solutions include coordinating worker "companion leave" with student "growth leave" to advance staggered vacation development 1, along with exploring shorter getaway models combining half-day Fridays with weekends and annual leave 1. These approaches aim to distribute tourism demand more evenly throughout the year while supporting more meaningful travel experiences.
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