今年端午节期间文旅消费的整体情况如何？

美团数据显示，今年端午节期间整体文旅预订量环比上月增长57%。南京、成都、北京、西安、重庆是前五大热门目的地。

端午节期间有哪些新兴的文旅消费趋势？

两大趋势明显：一是传统民俗体验成为新增长点，如“端午香囊制作”搜索量环比增长约10倍；二是北方避暑游升温，“草原游”搜索热度同比增长193%，内蒙古文旅预订量同比增长53%。

端午节期间亲子游有哪些热门选择和活动？

主题乐园是首选，上海迪士尼、北京环球度假区等最热门。同时，亲子采摘、农场体验等亲近自然的活动热度显著上升，“农场亲子体验”搜索热度环比增长220%。

美团端午文旅数据：预订量环比增57% 南京、成都等成热门目的地

作者：姜琪文章来源：亿邦动力

2026-06-22 10:47

作者：姜琪文章来源：亿邦动力

2026-06-22 10:47

邦小白快读

全文速览

本文公布了今年端午假期美团平台的文旅消费数据，能给普通读者了解行业情况、规划后续出游提供不少干货参考：

1. 整体市场情况是，端午整体文旅预订量较上月增长57%，全国热门目的地前五名分别为南京、成都、北京、西安、重庆。

2. 如果是家庭带娃出游，主题乐园是大众首选，热度前三名的亲子景区为上海迪士尼度假区、北京环球度假区、海合安天津极地海洋公园；另外动手体验类项目比如亲子采摘、农场体验、端午民俗制作也十分受欢迎，搜索热度涨幅最高超过200%，很值得体验。

3. 如果偏好避暑出游，当前北方避暑目的地人气很高，热门避暑城市TOP10已经出炉，草原游也热度大涨，你可以根据这份数据选择适合自己的出游目的地。

本次端午文旅消费数据透露出多个新的消费趋势，能给文旅及相关品牌商的产品研发、营销布局提供参考：

1. 消费趋势层面，亲子游、避暑游、传统民俗体验已经成为端午文旅消费的三大核心增长板块，传统民俗正成为新的消费增长点，“端午香囊制作”搜索量环比增长10倍，说明结合传统节日的体验项目有很大市场空间。

2. 用户行为层面，家庭出游需求集中释放，带娃客群对动手体验、乡土生活体验的需求增长明显，亲子采摘、农场体验的搜索热度涨幅都超过90%，品牌可以针对这个方向做产品研发和营销布局。

3. 避暑需求带动北方目的地、草原相关文旅产品快速增长，内蒙古文旅预订同比增长53%，新疆增长70%，且95后客群占比近一半，品牌可以针对年轻群体的避暑需求打造特色产品。

本次端午文旅消费数据透露出多个新的市场增长机会，能给文旅相关卖家提供方向参考：

1. 需求层面，亲子体验类、传统民俗体验类、避暑草原游相关产品的需求增长十分明显，民俗体验类项目搜索最高涨幅达到10倍，草原游搜索热度同比上涨193%，卖家可以提前布局对应产品抢抓增长红利。

2. 客群特征层面，95后年轻群体在西北避暑目的地客源中占比达到46%，家庭客群更偏好动手体验、乡土生活类项目，卖家可以针对两类核心客群优化自身产品设计。

3. 机会提示，端午过后暑期临近，亲子游、避暑游的需求还会持续攀升，卖家可以提前优化产品供给，对接平台吃住行游购娱一体化的流量优势，获取更多客源。

本次端午文旅消费数据给文旅相关产品生产的工厂，带来多方面的需求参考和发展启示：

1. 产品生产设计需求层面，亲子体验类器材、民俗体验相关材料、避暑游相关用品、草原游特色住宿相关产品需求增长明显，比如香囊制作材料、蒙古包、星空房这类特色住宿的配套设施，工厂可以适当调整生产方向适配新需求。

2. 商业机会层面，北方避暑目的地、西北草原目的地的文旅产业增长速度很快，当地相关产品生产工厂可以对接本地文旅品牌，拓展新的合作渠道，扩大市场份额。

3. 数字化转型启示，工厂可以依托美团这类平台公开的消费大数据，挖掘市场需求方向，针对性开发适配需求的产品，减少生产和市场需求错配的风险。

本次端午文旅消费数据反映出文旅行业新的发展趋势，能给文旅相关服务商挖掘新业务提供参考：

1. 行业发展趋势层面，当前国内文旅消费已经从传统的观光游览，转向体验式休闲消费，亲子互动体验、传统民俗体验、避暑休闲已经成为新的核心增长方向，整个文旅消费呈现多点爆发的态势。

2. 当前行业的客户痛点主要是，商家和目的地的产品供给，越来越难适配用户日益多元化细分的需求，遇到降雨这类突发天气变化时，也很难快速调整产品方向适配新的用户需求。

3. 服务商可以抓住这些痛点，开发针对亲子体验项目的打包服务，针对避暑目的地打造一体化服务方案，对接平台的一体化优势深耕热门场景，拓展自身业务。

本次端午文旅的消费数据和发展情况，能给文旅平台的运营、招商、风险规避提供参考：

1. 商家和用户对平台的核心需求，是平台能够提供及时准确的消费数据，帮助商家把握需求变化，调整自身产品供给方向。

2. 平台后续布局可以参考当前的趋势，参考美团的方向，在暑期临近的节点，重点深耕亲子游、避暑游、赛事观赛等热门消费场景，不断优化自身的产品和服务供给。

3. 运营和招商层面，可以针对热门亲子目的地、北方避暑目的地加大招商力度，针对特色体验项目、特色住宿产品做流量倾斜，同时规避传统观光项目增长乏力的风险。

本次美团发布的端午文旅消费数据，反映出国内文旅产业发展的多个新动向，有较高的研究价值：

1. 产业发展新动向：体验式消费已经逐步取代传统观光消费，成为拉动文旅消费增长的核心动力，传统民俗也从单纯的节日文化记忆，转化为带动消费的新增长点，亲子游、避暑游已经成为跨区域拉动消费的核心动力。

2. 客群结构新变化：95后已经成为避暑游等新兴文旅项目的核心客群，家庭游占比提升也带动亲子体验项目快速增长，搜索热度涨幅最高超过200%，客群需求变化带来的产业变革值得深入研究。

3. 区域产业发展新特征：北方避暑目的地、西北草原目的地的产业增速远高于行业平均水平，成为国内文旅产业新的增长极，区域文旅差异化发展的新模式也值得研究。

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

This article shares Meituan's cultural and tourism consumption data for this year's Dragon Boat Festival holiday, providing practical insights for general readers to understand the industry landscape and plan future trips:

1. Overall, the total volume of cultural and tourism bookings on the platform increased 57% month-on-month, and the top five most popular domestic travel destinations were Nanjing, Chengdu, Beijing, Xi'an, and Chongqing.

2. For family trips with children, theme parks are the top choice: the three most popular parent-child attractions are Shanghai Disney Resort, Universal Beijing Resort, and Haihe'an Tianjin Polar Ocean Park. Hands-on experience projects such as parent-child fruit picking, farm activities, and Dragon Boat Festival folk craft making are also extremely popular, with search volume surging by more than 200% at the highest, making these well-worth adding to itineraries.

3. For travelers who prefer cool summer getaways, northern Chinese避暑 destinations are seeing booming popularity. A ranking of the top 10 most popular避暑 cities is available, and grassland tours are also growing sharply in demand. Travelers can use this data to pick a destination that suits them.

Meituan's Dragon Boat Festival cultural and tourism consumption data reveals multiple emerging consumption trends, providing actionable reference for product development and marketing layout for cultural tourism and related brands:

1. On the trend front, parent-child travel, summer避暑 getaways, and traditional folk experience activities have become the three core growth segments for Dragon Boat Festival consumption. Traditional folk culture has emerged as a new consumption growth driver: search volume for "Dragon Boat Festival sachet making" jumped 10-fold month-on-month, indicating huge market potential for experience projects tied to traditional festivals.

2. In terms of user behavior, demand for family travel has been released in a concentrated manner. The parent-child traveler segment saw particularly strong growth in demand for hands-on activities and rural life experiences, with search volume for parent-child fruit picking and farm activities both surging more than 90%. Brands can align product development and marketing strategy with this direction.

3. Rising demand for避暑 has driven rapid growth in cultural tourism products for northern destinations and grassland getaways: cultural tourism bookings for Inner Mongolia grew 53% year-on-year, while Xinjiang recorded 70% growth, with Gen Z (post-1995) travelers accounting for nearly half of all visitors. Brands can develop featured products targeting young travelers'避暑 needs.

Meituan's Dragon Boat Festival cultural and tourism consumption data reveals multiple new market growth opportunities, providing directional guidance for cultural tourism-related sellers:

1. On the demand side, growth in demand for parent-child experience products, traditional folk experience projects, and grassland避暑 tours is particularly strong: search volume for folk experience projects grew as much as 10-fold, while search interest in grassland tours rose 193% year-on-year. Sellers can layout relevant products in advance to capture growth dividends.

2. In terms of audience characteristics, Gen Z (post-1995) travelers account for 46% of all visitors to northwestern避暑 destinations, while family travelers overwhelmingly prefer hands-on activities and rural life projects. Sellers can optimize product design for these two core audience groups.

3. A key opportunity note: the summer vacation season is approaching right after the Dragon Boat Festival, and demand for parent-child travel and summer getaways will continue to climb. Sellers can optimize product supply in advance, and leverage Meituan's integrated traffic advantage covering food, accommodation, transportation, travel, shopping and entertainment to acquire more customers.

Meituan's Dragon Boat Festival cultural and tourism consumption data provides multi-dimensional demand reference and development insights for factories producing cultural tourism-related products:

1. In terms of product design and demand, growth is clear for parent-child experience equipment, folk experience materials,避暑 travel supplies, and products supporting featured accommodation for grassland tours — including supporting facilities for popular featured accommodation options such as sachet-making materials, yurts, and star-gazing rooms. Factories can adjust production directions appropriately to adapt to these new demand trends.

2. In terms of business opportunities, the cultural tourism industries of northern避暑 destinations and northwestern grassland destinations are growing very rapidly. Local product manufacturers can partner with local cultural tourism brands to expand new cooperation channels and increase market share.

3. For digital transformation, factories can leverage public consumption big data from platforms such as Meituan to identify market demand trends, develop demand-aligned products in a targeted manner, and reduce the risk of misalignment between production and market demand.

Meituan's Dragon Boat Festival cultural and tourism consumption data reflects new development trends in the cultural tourism industry, providing reference for cultural tourism-related service providers to explore new business lines:

1. Looking at industry development trends, China's cultural tourism consumption has shifted from traditional sightseeing to experiential leisure consumption. Parent-child interactive experiences, traditional folk experiences, and summer避暑 leisure have become the new core growth directions, with cultural tourism consumption seeing multi-point growth across segments.

2. The core pain point for industry players currently is that the product supply of merchants and destinations is increasingly unable to match users' growing diversified and segmented demand. Additionally, it is difficult to quickly adjust product direction to align with new user demand when sudden changes such as rainstorms occur.

3. Service providers can address these pain points by developing packaged services for parent-child experience projects, creating integrated service solutions for避暑 destinations, leveraging platforms' integrated advantages to deepen operations in popular scenarios, and expand their own business scale.

The consumption data and development landscape of this year's Dragon Boat Festival cultural tourism market provides reference for operation, merchant recruitment, and risk mitigation for cultural tourism platforms:

1. The core demand from both merchants and users for platforms is access to timely and accurate consumption data, to help merchants grasp demand shifts and adjust their product supply direction accordingly.

2. For future platform layout, operators can refer to current trends and Meituan's positioning: as the summer vacation approaches, platforms should focus on deepening operations in high-growth consumption scenarios including parent-child travel, summer避暑 getaways, and event viewing, and continuously optimize product and service supply.

3. For operation and merchant recruitment, platforms can increase recruitment efforts targeting popular parent-child destinations and northern避暑 destinations, allocate more traffic to featured experience projects and featured accommodation products, while mitigating the risk of stagnant growth in traditional sightseeing projects.

The Dragon Boat Festival cultural tourism consumption data released by Meituan reflects multiple new trends in the development of China's domestic cultural tourism industry, offering high research value:

1. New industrial development trends: Experiential consumption has gradually replaced traditional sightseeing consumption as the core driver of cultural tourism consumption growth. Traditional folk culture has also transformed from a purely festive cultural memory into a new growth driver for consumption. Parent-child travel and summer避暑 getaways have become core forces driving cross-regional consumption growth.

2. New changes in audience structure: Gen Z (post-1995) has become the core customer group for emerging cultural tourism projects such as summer getaways, and the rising share of family travel has also driven rapid growth in parent-child experience projects, with search interest surging by more than 200% at the highest. The industrial transformation brought by shifting audience demand deserves in-depth research.

3. New characteristics of regional industrial development: The growth rate of cultural tourism industries in northern避暑 destinations and northwestern grassland destinations is far higher than the industry average, making them new growth poles for China's domestic cultural tourism industry. The new model of differentiated regional cultural tourism development is also worthy of academic research.

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.

【亿邦原创】端午假期收官。美团数据显示，今年端午节期间整体文旅预订量环比上月增长57%，南京、成都、北京、西安、重庆跻身热门目的地前五。端午假期最后一天恰逢父亲节，家庭出游需求集中释放，主题乐园、亲子景区热度走高；与此同时，受多地降雨及气温变化影响，北方避暑目的地人气攀升，草原附近的民宿预订热度同步走高。

此外，龙舟观演、香囊制作、端午马符等民俗体验活动在多地走热，“端午香囊制作”搜索量环比增长约10倍，“竹编龙舟”搜索量环比增长约3倍，传统民俗正成为带动文旅消费的新增长点。

带娃出游成为不少家庭收尾假期的方式。从景点预订情况看，主题乐园依然是家庭客群的首选。其中，上海迪士尼度假区、北京环球度假区、海合安天津极地海洋公园位居端午期间热门亲子游景区前三。

亲子游的内容不止于“逛景区”，动手体验类项目热度明显上升。端午节期间，“亲子采摘园”搜索热度环比上周增长95%，“农场亲子体验”搜索热度环比增长220%，“农家柴火饭”搜索热度翻倍。带孩子下田采摘、走进农场、吃一顿柴火饭，成为不少家庭亲近自然、体验乡土生活的新选择。

亲子民俗体验也受到欢迎。据美团数据，“端午香囊制作”搜索量环比上个月同期增长约10倍，“艾草香囊”搜索量增长9倍。包粽子、制香囊、识艾草等传统节俗，正从“节日记忆”变成亲子互动中的沉浸式体验。

今年端午期间，多地出现降雨天气，避暑成为游客调整行程的重要关键词。根据美团民宿预订数据，哈尔滨、齐齐哈尔、牡丹江、吉林、西宁等北方城市端午期间民宿搜索热度集体上涨。其中，黑龙江省齐齐哈尔市的民宿满房率超过60%，哈尔滨的民宿搜索热度持续走高，“往北走、去清凉处”成为不少游客的假期选择。

草原游在端午假期升温。“草原游”搜索热度同比增长193%，乌兰察布、承德、张家口位列搜索量前三的城市，云上草原、东北亚云端草原、黄花沟草原旅游度假区为热搜TOP3目的地。

受草原游带动，端午节期间，内蒙古整体文旅预订量同比增长53%，当地酒店及民宿预订增速跻身全国TOP3；包头首次进入全国民宿满房率TOP城市榜单，蒙古包、星空房等特色房型颇受青睐；乌兰察布则成为全国年轻游客增速最快的目的地之一。异地游客赴内蒙古游玩的热门目的地为呼和浩特、乌兰察布、包头。

西北方向热度不减。新疆伊犁、乌鲁木齐等草原目的地持续升温。端午假期期间，新疆文旅预订量同比增长70%，北京、成都、西安等异地游客贡献了主要的客源，95后占比达46%。

避暑客流持续向更多目的地延伸。据美团数据，端午热门避暑城市TOP10为哈尔滨、阿坝（九寨沟）、青岛、大连、秦皇岛、承德、昆明、长春、贵阳、丽江。

端午假期叠加世界杯等多项赛事活动，文旅消费呈现多点爆发态势。随着暑期临近，平台称将充分发挥吃住行游购娱一体化优势，持续深耕亲子游、避暑游、赛事观看等热门场景，不断优化产品和服务供给。

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