长线出行回暖，文旅消费链条或迎价值重估机会

Investment Rating - The industry investment rating is "Overweight" indicating that the growth level of the industry is expected to be higher than that of the CSI 300 index over the next six months [3][30]. Core Insights - The tourism market is showing significant recovery with three main trends: long-distance travel revival, cross-border travel increase, and county-level market expansion. The proportion of cross-city accommodation orders has exceeded 80%, and inbound travel orders have increased by 173% year-on-year, reflecting a structural upgrade in consumption [2][6][15]. - The government's recent policies, including the "Consumption Promotion Special Action Plan," aim to boost consumption in sectors like culture and tourism, with measures such as a 30% discount on tickets and subsidies for rural tourism. These initiatives are expected to release regional and structural demand [2][18]. - The report highlights a strong pre-holiday surge in travel interest, with hotel search activity up 100% and flight searches up 80% in the past week. The trend of "low-cost, long-distance" travel is becoming established, indicating a shift in consumer preferences [2][6][20]. Summary by Sections Market Review - The social service sector index saw a weekly change of 0.14%, ranking 21 out of 31 in the Shenwan industry classification. The hotel and catering sub-sector performed well with a 3.65% increase [5][7]. Core Insights - The report emphasizes the ongoing recovery in the tourism industry, driven by policy incentives and an upgrade in consumer spending patterns. The market is characterized by long-distance travel recovery, county market expansion, and quality improvement [6][15][21]. - The county-level market is showing remarkable performance, with a 25% increase in tourism heat compared to high-tier cities, indicating a clear trend of consumption upgrading in lower-tier markets [21]. Industry News Dynamics - The report notes the increasing interest in travel among older consumers, with a significant rise in bookings from those aged 60 and above. This demographic is becoming a vital part of the travel market, contributing to the overall growth in tourism [22][23].