飞猪：国庆假期首日门票张数增长30%

First-day National Day holiday travel data from Fliggy shows domestic ticket bookings up nearly 30% year over year, while overseas transfers and local activities grew 43% and 37%, respectively. Popular cities include Beijing, Shanghai, Chengdu, Hangzhou, and Guangzhou.

A notable new trend is the rise of "authentic travel": travelers are no longer satisfied with internet-famous check-in spots or artificial attractions, and increasingly prefer destinations that preserve their original natural and cultural character. The number of buyers purchasing nature-scenery and village-style products grew by nearly 50%. If you are planning a trip, consider "authentic small cities" such as Dehong, Pu'er, Hechi, Yuxi, Honghe, Xuancheng, Wuwei, and Zigong; bookings for routes to Wuwei, Xuancheng, Pu'er, Dehong, and Hechi have already doubled.

Outdoor experience spending is also hot: bookings for hiking and mountaineering products grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%. These are good options for travelers who want to avoid crowds and try fresh experiences.

According to Fliggy's first-day National Day data, travel consumption is shifting toward "authentic experiences." Travelers are moving away from artificial attractions and toward destinations with unspoiled natural and cultural scenery. For brands, this signals a need to emphasize authenticity, local culture, and nature in marketing and product development, while reducing over-packaging and homogenized check-in offers.

In terms of destinations, authentic small cities such as Dehong, Pu'er, Hechi, Yuxi, Honghe, Xuancheng, Wuwei, and Zigong are growing notably, with routes to Wuwei, Xuancheng, Pu'er, Dehong, and Hechi more than doubling. Brands involved in cultural-travel co-branding or destination marketing should watch these emerging hotspots.

Outdoor consumption is particularly strong: hiking and mountaineering users grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%. Outdoor, sportswear, and equipment brands should design products and seed content around these scenarios to capture spending momentum during the National Day holiday and future travel peaks.

Fliggy's first-day National Day data shows domestic ticket bookings up nearly 30% year over year, with overseas transfer orders up 43% and local activity orders up 37%. Overall travel demand is strong, and sellers should seize the traffic window during the National Day holiday and the weeks ahead.

The new opportunity lies in "authentic travel": travelers prefer nature scenery and village-style products, and users in this category grew nearly 50%. Authentic small cities such as Dehong, Pu'er, Hechi, Yuxi, Honghe, Xuancheng, Wuwei, and Zigong are showing strong growth, and bookings for routes to Wuwei, Xuancheng, Pu'er, Dehong, and Hechi have more than doubled. Sellers should list or strengthen products for these destinations, especially distinctive lodging, local experiences, and small-group in-depth tours.

Outdoor experience products are a key growth point: hiking and mountaineering bookings grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%. Sellers should prioritize outdoor activity products while also managing inventory and service capacity to avoid degrading the experience during order surges.

New travel consumption trends are creating new production and design needs. Fliggy data shows that during the National Day holiday, bookings for hiking and mountaineering products grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%. Demand for outdoor equipment, sports gear, and protective products has risen sharply, so factories should increase production scheduling in these categories.

The rise of "authentic travel"—choosing destinations that preserve original natural and cultural scenery—means tourism-related products should better match natural contexts. Portable camping gear, lightweight outdoor tools, and eco-friendly materials can be developed around a "real nature experience" rather than plastic-heavy or artificial-feeling designs.

In addition, routes to authentic small cities such as Wuwei, Xuancheng, Pu'er, Dehong, and Hechi have seen doubled bookings. Supporting infrastructure and tourism product supply chains in these areas still have room to grow. Factories should monitor channel orders from these regions and prepare digital order-taking and e-commerce supply capabilities in advance.

On industry trends, Fliggy's first-day National Day data shows domestic ticket bookings up nearly 30% year over year, while overseas transfers and local activities grew more than 40%. Travel consumption continues to recover, and "authentic travel" has become a new hotspot: users buying nature-scenery and village-style products grew nearly 50%. Service providers can build technical support or operating solutions around such experiences.

Customer pain point: travelers are no longer satisfied with "plastic" check-in experiences or artificial landscapes and increasingly seek original natural and cultural character. This makes content authenticity and personalized itinerary design key issues. Service providers can offer tourism companies solutions such as discovering authentic destinations, designing experience products, and presenting them visually.

Data value: bookings for routes to small cities such as Wuwei, Xuancheng, Pu'er, Dehong, and Hechi have doubled; hiking and mountaineering users grew nearly 80%, while rafting and off-road adventures grew over 90% and 80%, respectively. Service providers can develop data monitoring, booking systems, and safety-service tools for niche destinations and outdoor activities, helping merchants handle explosive demand efficiently.

Fliggy's first-day National Day data shows strong travel demand: domestic ticket bookings grew nearly 30% year over year, while overseas transfers and local activity orders grew more than 40%. Platforms need to strengthen domestic and international supply and traffic distribution, especially service capacity in popular cities such as Beijing, Shanghai, Chengdu, Hangzhou, and Guangzhou.

The "authentic travel" trend is rising fast. Users buying nature-scenery and village-style products grew nearly 50%, and authentic small cities such as Dehong, Pu'er, Hechi, Yuxi, Honghe, Xuancheng, Wuwei, and Zigong are growing sharply, with several route bookings doubling. Platforms should add tags, rankings, and recommendation slots for these destinations, guide merchants to add distinctive offerings, and prevent homogenization and misleading promotion.

Outdoor experience categories are booming: hiking and mountaineering users grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%. Platforms can strengthen safety review, emergency response plans, and merchant qualification management for outdoor activities, while developing related consumption scenarios such as outdoor gear, insurance, and transportation to lift average order value and repurchase rates.

Fliggy's first-day National Day data reflects new shifts in travel consumption: domestic ticket bookings grew nearly 30% year over year, and overseas transfers and local activity orders grew 43% and 37%, respectively. The travel market remains active, with rising demand for outbound travel services.

A noteworthy shift in consumer preferences: after the earlier trend of "reverse tourism," travelers now favor "authentic travel"—destinations that preserve original natural and cultural character rather than internet-famous check-in spots or artificial attractions. Users buying nature-scenery and village-style products grew nearly 50%. Bookings are rising in authentic small cities such as Dehong, Pu'er, Hechi, Yuxi, Honghe, Xuancheng, Wuwei, and Zigong, with Wuwei, Xuancheng, Pu'er, Dehong, and Hechi more than doubling. These cases are useful for research on culture-tourism integration and county-level tourism.

Outdoor experiential travel is growing rapidly: hiking and mountaineering users grew nearly 80%, rafting by over 90%, and off-road adventures by over 80%, reflecting a shift from sightseeing to in-depth experiences. Research could examine safety management, ecological carrying capacity, and sustainability of these activities, while policy recommendations should strengthen the protection of original cultural heritage and infrastructure investment in niche destinations.