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  原标题:2025年“五一”假期旅行热度或达近3年峰值,用AI做规划成新潮

  随着“五一”假期的临近,旅游市场消费活力显著提升,境内游预订人次大幅增长,出境游市场也呈现出新的格局变化。

  随着“五一”假期的临近,旅游市场消费活力持续释放。今年“五一”假期,以非一线城市用户为代表的大众旅游需求,将持续推动假日经济蓬勃发展。通过拼假等方式,用户不仅有更多时间深入体验更多“宝藏县城”,行程范围也将从国内扩展至海外。

  途牛数据显示,截至目前,“五一”假期境内游预订人次较去年同期增长超100%,其中,自驾游、自由行、跟团游等打包旅游产品的预订人次增长尤为显著。

  综合同程旅行平台数据分析,2025年“五一”假期的旅行热度或将达到2023年以来“五一假期”的峰值,出行高峰预计出现在假期前两日。“五一”假期市场将呈现本地和异地市场供需两旺,品质休闲度假趋势走强的特征。

  “请四休十”,“县城度假”正当时

  近年来,拼假出行逐渐成为小长假前备受热议的话题。结合同程旅行的出行数据,今年“五一”假期,“请四休十”的拼假方式更具性价比。

  随着旅游基础设施的不断优化,县域旅游市场的热度持续提升,趁假期去找个酒店休闲一下,更是受到不少年轻消费者的热捧。结合同程旅行的酒店价格走势和预订热度看,今年“五一”期间,吉林白山,海南的文昌、陵水、万宁和保亭,新疆的昆玉和喀什,云南的迪庆等,整体受欢迎程度较高。

  在去哪儿平台上,北京、上海、广州、成都、杭州等一线、新一线城市的旅客仍是“五一”出行主力。从目的地来看,北方沿海城市如青岛、威海、大连等因气候转暖迎来看海热潮;北纬30度迎来明媚春日,江苏无锡,浙江杭州、舟山、绍兴,江西鄱阳湖,湖北武汉、恩施,四川成都,重庆等,都将迎来赏春踏青的旅客。

  途牛平台显示,境内游热门目的地中,一线、新一线城市与热门旅游目的地持续领跑,北京、广州、上海、三亚、南京、珠海、杭州、成都、重庆、桂林等目的地吸引了更多游客的关注,预订热度排名靠前。

  用AI做旅行规划成新潮

  今年以来,各大OTA基于DeepSeek推理能力推出了生成式AI产品,掀起了“全民旅行家”的风潮。

  “五一”假期前,同程旅行的“程心AI”将增加“AI手绘行程图”的功能,提升AI生成旅行攻略的可玩性和社交属性。用户通过“程心AI”获取完成的图文旅行攻略后,点击“AI手绘行程图”即可生成一张手绘风的行程规划图,图文攻略及AI生图均支持后台操作及多语言版本。

  此前,飞猪上线了“AI行程助手”,该产品集成了DeepSeek-R1及阿里云通义千问旗下主力模型的能力,可秒级响应用户需求,帮助用户寻找灵感、规划行程、推荐玩法、挑选产品,生成个性化旅行方案。据了解,在即将到来的“五一“假期,有不少消费者已经启用相关AI工具进行行程规划。

  出境线游热潮持续,欧美市场格局生变

  途牛透露,出境游方面,“五一”假期跟团游和自由行是用户的热门选择,截至目前预订人次占比分别为60%和29%。日本、马尔代夫、印度尼西亚、泰国、马来西亚、新加坡、韩国、斯里兰卡、俄罗斯、新西兰等目的地也保持了较高热度。

  值得注意的是,“对等关税”发布后,出境游市场格局将生变。

  根据旅游企业反馈,按目前情况来看,接下来赴美旅游的游客会大量减少,除了签证,汇率波动也是影响美国旅游的一大因素,尤其是还未出行的一些旅游团,可能需要重新核算价格。据美国国家旅游办公室4月8日发布的初步数据,今年3月美国海外游客人数较去年同期下降11.6%。美国海关数据则显示,今年3月中下旬,从美国主要机场入境的外国游客人数较去年同期“断崖式”下跌,锐减约20%。

  不少旅游企业预计“五一”假期以及之后一段时间内,原本打算赴美国的游客会改道欧洲或东南亚地区,或许部分原本打算暑期赴美国参加游学的团队接下来也会改道其他欧洲旅游目的地。

  业界认为,虽然出境游格局会有变化,但对于旅游企业而言,出境游整体市场依然比较火热,对旅游企业不会有太大影响,与此同时,入境游市场在今年尤其是“五一”假期内还会迎来小高峰。

  同程研究院认为,在国内和出境旅游市场热度持续攀升的同时,近期出台的境外旅客购物离境退税“即买即退”等举措,使得入境购物游有望成为“ChinaTravel”的新潮流,将进一步推动入境旅游市场的繁荣。

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