国庆假期期间，全国国内出游达8.26亿人次1，旅游消费呈现出显著的结构性变化。年轻游客正在逐步放弃传统的景点打卡模式，转向更具深度的在地化体验，小城县域成为新的旅游热点。据多家旅游平台数据显示，三线及以下城市的玩乐地点访问量较节前增长258%，增速约为一二线城市的1.9倍1；县城酒店预订热度同比增长35%，全国千余个县城迎来游客入住1。这一转变反映出年轻人越来越倾向于像当地人一样生活，在目的地进行更长周期的停留。
沉浸式互动和学艺式旅行成为假期消费的新亮点。飞猪平台数据显示，含角色互动或沉浸体验类景区门票预订量同比增长60%1，非遗手作体验及参观类商品预订量同比增长一倍1。美团平台数据进一步印证了这一趋势，假期前三天咖啡制作体验搜索热度同比上涨65%，泥塑陶艺课程搜索热度上涨84%1。携程数据显示，20至25岁游客景区预订订单中文化类景区占比约48%1，说明年轻游客对文化体验的兴趣日益浓厚。
为鼓励此类消费升级，各地发放超3.1亿元消费券及补贴，覆盖景区门票、酒店住宿、非遗美食等文旅全链条1，为游客提供更便利的体验支持。
During the National Day holiday period, China's domestic tourism market experienced a notable transformation in how young travelers approach their journeys. The Ministry of Culture and Tourism recorded 826 million domestic trips across the country over the seven-day holiday 1, with travelers increasingly departing from the traditional model of rushing between major attractions in favor of immersive, localized experiences that mirror the daily lives of residents.
Data from multiple travel platforms revealed the scale of this shift toward smaller cities and counties. Qunar showed that county-level hotel bookings surged 35 percent year-over-year, with visitors staying in over one thousand county hotels across the nation 1. Meituan reported that access to entertainment venues in third-tier and lower cities grew by 258 percent compared to pre-holiday levels, a rate approximately 1.9 times faster than first and second-tier cities 1. This trend underscores a conscious move away from traditional tourist hotspots.
The change in travel preferences extended to how young tourists engaged with destinations. Fliggy data indicated that ticket reservations for attractions featuring role-based interactions or immersive experiences climbed 60 percent year-over-year 1. Learning-focused travel experiences gained particular traction, with searches for coffee-making workshops surging 65 percent and clay sculpture classes rising 84 percent during the first three days of the holiday 1. Fliggy also reported that bookings for intangible cultural heritage handicraft experiences and related tourism products doubled compared to the previous year 1. Among travelers aged twenty to twenty-five, cultural attractions accounted for approximately 48 percent of scenic area reservations on Ctrip 1.
To support this evolving consumption pattern, local governments distributed over 3.1 billion yuan in consumer vouchers and subsidies, spanning the full spectrum of cultural tourism services including attraction tickets, hotel accommodations, and heritage cuisine 1.
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