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2003年真可谓是多事之秋，年初的非典、紧随其后的伊拉克战争以及年末的禽流感几乎把中国人一年的游兴都破坏迨尽。当人们经过了长达一年的蛰伏，2004外出旅行成为一种势不可挡的趋势。有调查显示，2004年“五一”黄金周里，全国接待旅游人数首次突破1亿人次，实现旅游收入390亿元．比“非典”前的2002年同期分别增长了19.6%和17.8%。新年新气象，经历了一场萧条之后，2004年旅行者除了在人数和消费额上激增外，还呈现出了三种新的消费趋向。
The year 2003 was indeed a trifling event. The SARS at the beginning of the year, the ensuing war in Iraq and the bird flu at the end of the year almost destroyed the year-long Chinese tourism. When people have been dormant for as long as a year, traveling abroad has become an overwhelming trend. A survey shows that in the “May Day” Golden Week in 2004, the number of tourist arrivals in the country topped 100 million for the first time and achieved a tourism revenue of 39 billion yuan. An increase of 19.6% and 17.8% respectively over the same period in 2002 before SARS. In the new year and new atmosphere, after a depression, in 2004, travelers, in addition to surging numbers and spending, showed three new consumer trends.