CCTV News: As the Dragon Boat Festival approaches at the end of May, many people have begun to plan their travel plans for this holiday. According to recent reports from international tourism industry media, Chinese tourists are gradually shifting from the traditional mass tourism model to pursuing a more personalized and in-depth travel experience. People are no longer satisfied with taking photos and checking in, but prefer in-depth experience tours.
The report said that the exploration of destination food culture is one of the in-depth travel methods favored by Chinese tourists. In many popular tourist countries in Asia and Europe, tourists' participation in food-themed activities such as cooking courses, market guides, and tastings continues to rise.
In addition, art exhibitions, concerts, and exploration have naturally become hot words for outbound travel in the summer of 2025. In line with this trend, merchants have also begun to make active plans. Airbnb, a short-term rental platform for American homestays, has recently taken the lead in launching 22,000 unique experience projects around the world, covering more than 650 cities around the world. A new "service" function has been added, providing 10 major categories of choices such as private chefs and home photography to meet the diverse needs of personal interests to family reunion.
Data from a B&B short-term rental platform shows that in 2025, the search popularity of Chinese users who plan to travel abroad during the Dragon Boat Festival holiday increased by more than twice year-on-year. Among them, the search popularity of young tourists has increased by nearly three times, becoming the main group.
At the same time, driven by a series of policies such as visa facilitation and departure tax refunds, this Dragon Boat Festival holiday is expected to continue the inbound travel boom during the "May Day" holiday.
The report "2025-2027 Asia-Pacific Tourism Association" released by the Asia-Pacific Tourism Association pointed out that under the moderate scenario, the number of international tourists in the Asia-Pacific region will increase from 648 million in 2024 to 813.7 million in 2027. Thanks to the transit visa-free policy, China will be the largest inbound destination in the Asia-Pacific region from 2025 to 2027.
