Meituan Qingming Holiday Data: Post-95 Travelers Account for 42%

Company intelligence expert “Finance Graffiti” has learned that recently, Meituan Travel released travel and consumption data for the Qingming Festival holiday.

According to the data, among outbound traveler groups, the share of young customer segments has increased, with post-95s accounting for 42%. In terms of city popularity, Nanjing, Chengdu, Beijing, Xi’an, Luoyang, Chongqing, Wuhan, Shanghai, Hangzhou, and Guangzhou are ranked among the Top 10 popular destinations for the holiday.

Affected by the overlapping “spring break” and the Qingming Festival mini-holiday, consumption in destinations—including eating, drinking, fun, and other activities—has grown significantly. Meituan Travel data shows that tourism and cultural consumption from Sichuan and Jiangsu increased by 41% and 45%, respectively.

During this year’s Qingming holiday, the daily traffic to A “must-eat list” on Dazhong Dianping increased by 111% compared with the same period last year, and Nanchang, Yangzhou, Xuzhou, Jiaxing, Zhuhai, Quanzhou, Nantong, Shaoxing, Jinhua, and Taizhou ranked among the Top 10 “treasured food towns” with holiday heat.

As the main force in travel, the consumption changes of the younger generation are driving immersive cultural and tourism experiences to rapidly spill over into destination business formats of “leisure and relaxation.”

Meituan data shows that during the Qingming holiday, Luoyang’s local services and retail consumption were booming. Massage and therapy ranked first among leisure and entertainment experiences in terms of transaction amounts from out-of-town visitors; travel photography continues to be highly favored by young people—search volume for “Hanfu travel photography” in Luoyang rose 284% month-on-month; in Xi’an, the popularity of “Hanfu travel photography” grew by 216%.

Immersive recreation has also driven growth in destination consumption such as hotels. Meituan Travel data shows that hotel search popularity around Luoyi Ancient City grew by 68%; during Qingming, Luoyang’s cultural and tourism booking volume increased by 16% year-on-year, attracting tourists from many places including Zhengzhou, Beijing, and Xi’an to “check in” across provinces and cities.

In terms of destination choice, classic landmarks and historical attractions that combine “playing while learning” still remain as popular picks. Meituan Travel data shows that during the holiday, the Top 10 popular scenic spots were: Zhongshan Scenic Area, Luoyi Ancient City, Wansui Mountain Wuxia City, Xi’an City Wall·Stele Forest Historical and Cultural Scenic Area, Laojun Mountain Scenic Area, Hongshan Forest Animal Kingdom, Mount Tai Scenic Area, Shouxi Lake, East Lake Cherry Blossom Garden, and Xi’an Museum.

During the holiday, “spring outing and flower viewing” became another vacation theme. Meituan Travel data shows that the nationwide Top 10 flower-viewing destinations are National Botanical Garden, East Lake Cherry Blossom Garden, Yuan Tou Zhu Scenic Area, Summer Palace, Nanjing Zhongshan Botanical Garden, Guizhou Baili Dujuan Scenic and Scenic Area, Manhua Manor, Wuniu Island Resort, Xixi National Wetland Park, and Huangling Scenic Area.

Taking Beijing as an example, according to Meituan data, the “flower viewing” search popularity has risen eightfold over the past week. In destination selection, visitors are choosing an increasingly diverse range of options. Besides “exclusive flower-viewing” trips that go straight to the theme, the “general flower-viewing” model that combines sightseeing at famous attractions and parent-child leisure is also gaining strong popularity. During the holiday, Beijing’s cultural tourism consumption grew rapidly, attracting tourists from Tianjin, Chengdu, Shanghai, Nanjing, Shijiazhuang, and other cities across the country to visit Beijing.

In addition, micro-vacation options such as Colorwalk, outdoor spring outings, and cultural exhibitions have also continued to go viral in social circles.

Meituan platform data shows that in Shanghai, related searches on Dazhong Dianping for “chasing spring colorwalk” increased twofold month-on-month; “going to exhibitions” is surging, with searches for “best places to go for exhibitions” growing threefold, making art galleries and museums popular spring check-in destinations. From April 1 to April 6, destinations in Shanghai saw an 18% year-on-year increase in cultural tourism bookings, with Suzhou, Hangzhou, and Nanjing ranking among the top three source cities, and the Yangtze River Delta city cluster becoming a popular travel choice within the region during the holiday.

“Over the past few years, young people’s travel spending has become increasingly more specialized and in-depth. They are no longer satisfied with just checking off a single scenic spot, but instead pursue trips that combine ‘a sense of experience, a sense of place, and value for money.’”

A relevant person from Meituan Travel said that in the future, the platform will continue to rely on its local advantages in dining, drinking, entertainment, and leisure, integrating diverse offerings such as scenic spots, homestays, and catering to provide rich, high-value-for-money choices.