飞猪《2025年入出境游趋势报告》：自由行成主流小团游、新体验崛起

作者：龚作仁文章来源：Laborer

2025-12-18 19:57

作者：龚作仁文章来源：Laborer

2025-12-18 19:57

邦小白快读

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2025年入出境游呈现高质量增长和多元化趋势。

1. 出境游订单量同比双位数增长，人均购买件数增加；入境游爆发，海外用户入境机票订单增长超1倍，上海增长近6倍。

2. 自由行是主流，增速高；跟团游形态变化，小团游占比增长，性价比高且自由活动时间多，吸引Z世代用户增长52%。

3. 消费者分化：亲子家庭偏好舒适服务如邮轮、包车；Z世代追求新奇体验，当地玩乐客单价增20%。

4. 体验导向趋势：旅行需求从目的地转向体验，当地玩乐套餐订单大幅增长，长线目的地如瑞典、意大利翻倍。

5. 邮轮体验增长30%，海外登船订单高速增长；黑马目的地如德国、瑞典增速快；热门入境城市包括上海、广州等。

消费趋势和用户行为变化显著，影响品牌策略。

1. 品牌营销：亲子家庭更注重省心服务，邮轮、包车订单增速高；Z世代消费者贯彻“该省省该花花”，新奇体验客单价增20%，可针对不同群体定制产品。

2. 消费趋势：旅行需求转向体验导向，驱动当地玩乐套餐增长，高峰期订单大增；小团游崛起，吸引Z世代用户增长52%，提供高性价比体验。

3. 用户行为观察：自由行成新常态，但跟团游在公共交通不足地区不可替代；即时组团日游商品增速快，游客习惯行程中预留1-2天探索周边。

4. 产品研发启示：邮轮作为新型体验持续增长，海外登船需求高；黑马目的地如冰岛、摩洛哥提供新市场机会。

入出境游市场提供增长机会和风险提示。

1. 机会提示：出境游稳健增长，小团类商品占比增长，适合推广；入境游爆发，机票订单增超1倍，上海等城市需求高，可拓展服务。

2. 增长市场：黑马目的地如德国、保加利亚增速领跑；体验导向趋势下，当地玩乐套餐需求增，长线目的地翻倍，可开发相关商品。

3. 事件应对措施：自由行主流，但跟团游形态变化，小团游性价比高，吸引Z世代用户增长52%，可优化产品设计；即时组团日游商品动销数增，满足灵活需求。

4. 风险提示：公共交通覆盖不足地区依赖跟团游，需确保服务可靠性；消费分化，需针对亲子家庭和Z世代差异策略。

旅游产品需求变化启示商业机会和数字化整合。

1. 产品需求：邮轮体验增长30%，海外登船订单高速增长，需提升产能；当地玩乐套餐需求大增，长线目的地如荷兰翻倍，可开发新奇体验产品。

2. 商业机会：小团游崛起，规模介于私家团和传统大团，性价比高且自由活动多，吸引Z世代用户增长52%，适合生产定制化服务。

3. 推进数字化启示：飞猪平台数据显示订单增长，电商整合如日游商品动销数增，启示工厂利用平台数据优化供应链；体验导向趋势下，产品设计需注重“体验”属性。

行业趋势指向服务创新和解决方案需求。

1. 行业发展趋势：自由行主流，但跟团游形态变化，小团游占比增长；体验导向成新引擎，当地玩乐套餐订单大增；邮轮体验持续增长30%。

2. 客户痛点：消费者需求高度个性化，如亲子家庭需省心服务、Z世代需新奇体验；公共交通不足地区依赖跟团游，需灵活解决方案。

3. 解决方案：小团游提供高性价比和自由时间，吸引Z世代用户增长52%；即时组团日游商品增速快，满足行程灵活性；当地玩乐套餐应对体验需求，高峰期订单增。

平台运营管理和招商机会基于数据洞察。

1. 平台最新做法：飞猪数据显示出境游订单双位数增长，小团类商品在跟团游中占比增长；Z世代用户通过平台跟团增长52%；日游商品动销数显著增长。

2. 招商机会：黑马目的地如沙特阿拉伯、摩洛哥增速快，可吸引相关服务商；入境游爆发，热门客源地如泰国、韩国需求高，热门城市如上海、成都可加强招商。

3. 运营管理：体验导向趋势下，当地玩乐套餐在高峰期订单大增，需优化推广；邮轮商品履约订单增30%，海外登船订单高速增长，提示风控管理。

4. 风向规避：跟团游需求未消失但形态变化，小团游更受欢迎；消费分化，需平衡亲子家庭和Z世代服务。

产业新动向和潜在问题提供研究启示。

1. 产业新动向：消费者行为高度个性化分化，亲子家庭偏好舒适服务、Z世代追求新奇体验；旅行需求从目的地转向体验导向，驱动当地玩乐套餐增长。

2. 新问题：小团游崛起改变传统跟团模式，Z世代用户增长52%，提示旅游模式转型；公共交通不足地区依赖跟团游，潜在基础设施问题；入境游高速增长，但热门城市集中，可能带来区域不平衡。

3. 政策法规启示：体验导向趋势可能影响旅游产品监管；黑马目的地如冰岛、保加利亚增速快，启示政策支持新兴市场；邮轮全球化需求增，涉及跨国合作建议。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Inbound and outbound tourism in 2025 shows trends of high-quality growth and diversification.

1. Outbound travel orders grew by double digits year-on-year, with an increase in per capita purchases; inbound tourism surged, with overseas users' flight bookings to China more than doubling, and Shanghai seeing a nearly six-fold increase.

2. Independent travel remains mainstream with high growth rates; group tour formats are evolving, with small-group tours gaining share due to their cost-effectiveness and ample free time, attracting a 52% growth in Gen Z users.

3. Consumer segmentation: Families with children prefer comfortable services like cruises and chartered cars; Gen Z pursues novel experiences, with the average spending on local activities increasing by 20%.

4. Experience-driven trend: Travel demand shifts from destinations to experiences, driving significant growth in local activity package orders, with long-haul destinations like Sweden and Italy doubling.

5. Cruise experiences grew by 30%, with overseas embarkation orders rising rapidly; emerging destinations like Germany and Sweden show fast growth; popular inbound cities include Shanghai and Guangzhou.

Significant shifts in consumption trends and user behavior impact brand strategies.

1. Brand marketing: Families with children prioritize hassle-free services, with high growth in cruise and chartered car orders; Gen Z consumers practice "spend wisely, splurge wisely," with a 20% increase in average spending on novel experiences, suggesting tailored products for different segments.

2. Consumption trends: Travel demand shifts to experience-driven, fueling growth in local activity packages, with orders surging during peak periods; the rise of small-group tours attracts a 52% increase in Gen Z users by offering high cost-performance experiences.

3. User behavior insights: Independent travel is the new norm, but group tours remain irreplaceable in areas with limited public transport; instant day-tour bookings grow rapidly, as travelers reserve 1-2 days for spontaneous exploration.

4. Product development implications: Cruises continue to grow as a novel experience, with high demand for overseas embarkation; emerging destinations like Iceland and Morocco present new market opportunities.

The inbound and outbound travel market offers growth opportunities and risk alerts.

1. Opportunity alerts: Outbound travel shows steady growth, with small-group tours gaining share, suitable for promotion; inbound tourism surges, with flight bookings more than doubling, and high demand in cities like Shanghai, indicating service expansion potential.

2. Growth markets: Emerging destinations like Germany and Bulgaria lead in growth rates; under the experience-driven trend, demand for local activity packages rises, with long-haul destinations doubling, suggesting related product development.

3. Event response measures: While independent travel dominates, group tour formats evolve—small-group tours offer cost-effectiveness, attracting a 52% Gen Z user growth, prompting product optimization; instant day-tour sales increase, meeting flexible demands.

4. Risk alerts: Group tours are essential in areas with poor public transport, requiring reliable services; consumption divergence necessitates differentiated strategies for families and Gen Z.

Shifts in tourism product demand reveal commercial opportunities and digital integration needs.

1. Product demand: Cruise experiences grow by 30%, with rapid growth in overseas embarkation orders, requiring capacity expansion; local activity package demand surges, with long-haul destinations like the Netherlands doubling, suggesting novel experience product development.

2. Commercial opportunities: Small-group tours rise, bridging private and traditional large groups, offering cost-effectiveness and flexibility, attracting a 52% Gen Z user growth, ideal for customized service production.

3. Digital integration insights: Fliggy platform data shows order growth, with e-commerce integration like day-tour sales increases, indicating supply chain optimization via platform data; under experience-driven trends, product design must emphasize "experience" attributes.

Industry trends point to service innovation and solution demands.

1. Industry trends: Independent travel is mainstream, but group tour formats shift, with small-group tours gaining share; experience-driven demand becomes a new engine, with local activity package orders surging; cruise experiences grow steadily by 30%.

2. Customer pain points: Highly personalized consumer needs, e.g., families seek hassle-free services, Gen Z desires novel experiences; group tours are vital in areas with limited public transport, requiring flexible solutions.

3. Solutions: Small-group tours offer cost-effectiveness and free time, attracting a 52% Gen Z user growth; instant day-tour bookings grow rapidly, meeting itinerary flexibility; local activity packages address experience demands, with orders peaking during high seasons.

Platform operations and merchant opportunities are based on data insights.

1. Platform updates: Fliggy data shows double-digit growth in outbound orders, with small-group tours gaining share in group travel; Gen Z users booking group tours via the platform increase by 52%; day-tour product sales rise significantly.

2. Merchant opportunities: Emerging destinations like Saudi Arabia and Morocco show fast growth, attracting related service providers; inbound tourism surges, with high demand from source markets like Thailand and South Korea, and key cities like Shanghai and Chengdu requiring enhanced merchant recruitment.

3. Operations management: Under the experience-driven trend, local activity package orders surge during peaks, necessitating optimized promotion; cruise order fulfillment grows by 30%, with rapid overseas embarkation orders, highlighting risk control needs.

4. Risk mitigation: Group tour demand persists but evolves, with small-group tours gaining preference; consumption divergence requires balancing services for families and Gen Z.

Industry developments and potential issues provide research implications.

1. Industry developments: Highly personalized consumer behavior divergence—families prefer comfort services, Gen Z seeks novel experiences; travel demand shifts from destinations to experiences, driving local activity package growth.

2. New issues: The rise of small-group tours transforms traditional group models, with a 52% Gen Z user growth indicating tourism model transition; reliance on group tours in areas with poor public transport hints at infrastructure gaps; rapid inbound growth concentrated in popular cities may cause regional imbalances.

3. Policy implications: Experience-driven trends may influence tourism product regulation; fast-growing emerging destinations like Iceland and Bulgaria suggest policy support for new markets; rising global cruise demand involves cross-border cooperation recommendations.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

12月18日，飞猪发布的《2025年入出境游趋势报告》显示，2025年出境游继续保持高质量增长，包括线路游、当地玩乐、景区门票、出境邮轮、签证通讯服务等在内的出境旅游度假类商品订单量同比双位数增长，人均购买件数在去年的基础上有所增加；入境游迎来爆发，海外用户入境机票订单量同比去年增长超1倍，其中以上海为目的地的机票预订增长接近6倍。

不同类型消费者的出境旅行消费倾向进一步分化，呈现高度个性化、多元化的特质。以亲子家庭和Z世代消费者为例，前者更愿意购买舒适、省心的服务，如邮轮、包车；后者则将“该省省该花花”的理念贯彻到底，更愿意把钱花在新奇、好玩的体验上。飞猪数据显示，平台上带娃家庭预订的出境邮轮、出境包车游订单增速均大幅超越大盘；Z世代消费者在境外当地玩乐服务上的平均客单价同比去年增长近20%。

从出游方式来看，出境游方面自由行是主流，并仍以更高的增速领涨大盘。自己动手预订机票、酒店、景区门票，安排游玩项目，对今天的中国出境旅游消费者来说已成新常态。“但需要注意的是，跟团游的需求没有消失，只是形态发生了变化。”飞猪国际度假副总经理骆琳说，“在一些距离更远、公共交通难以覆盖的目的地，跟团这样的旅行方式仍然有不可替代的作用。“

飞猪数据显示，2025年平台上小团类商品在出境跟团游商品整体履约金额中的占比显著增长。这些小团规模介于私家团和传统出境游大团之间，性价比高，较传统大团又更注重吃、住、玩的体验，有更多自由活动时间。小团化的趋势甚至带动了Z世代消费者跟着旅行团出境旅行的热情，2025年通过飞猪完成一次出境跟团旅行的Z世代用户数同比增长约52%。

当地出发、说走就走的“即时组团”型日游商品增速同样引人瞩目。飞猪透露，过去一年平台上境外日游动销商品数较去年显著增长。越来越多的出境游客开始习惯于在自己规划的行程里，留出1-2天参加日游团，探索城市周边值得深度游览的好去处。

“与此同时，我们也注意到，相当一部分出境旅行的需求，正在从目的地导向转向体验导向。即过去，很多游客会为了打卡某个国家、某个城市而策划一场旅行，现在他们中的很大一部分正在为了一种体验而出发。体验成了旅行消费的驱动引擎。”骆琳说。

飞猪数据显示，“体验”属性更强的境外当地玩乐套餐，在国庆、双11等出境旅行消费的高峰期，订单量大幅增长。在一些长线出境游目的地，如瑞典、意大利、荷兰等，2025年以来的当地玩乐商品履约件数甚至出现了翻倍增长。

以邮轮为代表的新型出境旅行体验在去年迅速崛起的基础上继续增长。飞猪数据显示，2025年以来平台上出境邮轮商品的履约订单同比增长约30%。会玩的游客甚至开始远赴海外，从新加坡、越南、西班牙、新西兰、阿联酋、希腊等等国家地区的母港出发，开启自己的邮轮环球旅行，带动海外登船的邮轮订单迎来高速增长。

一批长线的黑马目的地也在2025年涌现。飞猪数据显示，德国、瑞典、冰岛、保加利亚、摩洛哥、沙特阿拉伯等地增速领跑大盘。

在出境游市场稳健升温的同时，入境游在过去一年以全面崛起、多点开花的态势持续高速增长。飞猪数据显示，泰国、韩国、马来西亚、越南、新加坡、美国、澳大利亚、英国等是来中国旅行的热门海外客源地。上海、广州、大连、青岛、西安、成都、烟台、北京则是最受海外游客欢迎的中国城市。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

2025年出境游市场的主要趋势有哪些？

2025年出境游呈现自由行主流化、小团游占比显著增长、体验导向消费崛起三大趋势。自由行增速领跑，小团游履约金额占比提升，邮轮等新型体验订单同比增长约30%。

2025年入境游市场的表现如何？

2025年入境游迎来爆发式增长，海外用户入境机票订单量同比超1倍。上海目的地机票预订增长近6倍，热门客源地包括泰国、韩国、美国等，上海、广州、成都等城市最受欢迎。

Z世代消费者在出境游中有哪些特点？

Z世代消费者奉行“该省省该花花”理念，境外当地玩乐客单价同比增近20%。其小团游参与度显著提升，2025年通过飞猪完成出境跟团的Z世代用户数同比增长约52%。

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