中国国内旅游市场出现增长与消费"剪刀差"现象。2025年国内旅游人次较上年增长16.2%，旅游收入增长9.5%，但人均单次旅游支出反而下降至966元，低于2023年的1004.6元和2024年的1024.8元1。十一长假前5天全社会跨区域人员流动量累计达15.5亿人次，年增长约0.8%1，显示虽然出游规模在扩大，消费活力却明显不足。
专家分析指出，这种现象背后存在多重制约因素。粤开证券首席经济学家罗志恒将问题概括为"出游没时间、产品少亮点、消费难放心"1，指向产品吸引力不足、地方政府市场化意识缺乏、民间资本进入意愿低、配套设施管理分割等深层问题1。为解决行业乱象，安徽等地方政府在9月出手整顿，摘除了一批4A级景区的牌子1。
China's tourism industry faces a puzzling paradox: while travel volumes are surging, spending per tourist is falling. Domestic tourism trips grew 16.2% year-over-year in 2025, with overall tourism revenue rising 9.5%, yet average spending per trip dropped to 966 yuan (approximately 4,540 Taiwan dollars), down from 1,004.6 yuan in 2023 and 1,024.8 yuan in 2024.1 During the first five days of the National Day holiday, cross-regional population movement reached a cumulative 15.5 billion trips, representing year-on-year growth of approximately 0.8%.1
Economists attribute this divergence to multiple structural weaknesses. Luo Zhiheng, chief economist at Guoyuan Securities, identified the core obstacles as "limited time for travel, uninspiring tourism products, and low consumer confidence," suggesting that growth in visitor numbers has not translated into deeper spending engagement.1 Analysts point to additional challenges including insufficient product appeal, weak market-oriented consciousness among local governments, reluctance of private capital to invest in the sector, and fragmented management of supporting infrastructure.1 The deteriorating consumption trend has prompted action: regional authorities including those in Anhui launched rectification efforts in September, stripping several scenic areas of their 4A-level designations.1
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