“冰雪+”“非遗+”“体育+” 元旦旅游市场实现“开门红”

Core Insights - The article highlights the increasing popularity of winter tourism, particularly ice and snow activities, during the New Year holiday period in 2026, with significant participation and engagement from tourists [2][4]. Group 1: Winter Tourism Trends - Ice and snow tourism has become a major attraction during the New Year holiday, with a notable 40% of the top 20 busiest flight routes being ice and snow destinations [2]. - Domestic travel product bookings for the New Year holiday increased by over 50% year-on-year, largely driven by interest in ice and snow destinations [2]. - Shanghai's new attractions, such as the immersive aerial performance at the Yao Xue Ice and Snow World, drew over 50,000 visitors [1]. Group 2: Cultural and Traditional Tourism - The "non-heritage" tourism theme saw an 85% increase in search and booking activity during the New Year holiday, indicating a growing interest among younger generations in traditional culture [5]. - Events incorporating traditional crafts and performances, such as the "Flowing Non-Heritage Yangtze Culture Grand Award" market, attracted significant crowds, particularly among younger visitors [4][5]. - The Shanghai Haichang Ocean Park featured performances that integrated non-heritage elements, enhancing cultural engagement for attendees [4]. Group 3: Overall Tourism Performance - Shanghai hosted over 6.82 million tourists during the three-day holiday, generating a tourism revenue of 12.27 billion yuan, with an average hotel occupancy rate of 70% [7]. - Major travel platforms reported a fourfold increase in domestic scenic spot ticket bookings compared to the previous year, indicating a robust recovery in tourism demand [7]. - The trend of "coming to China for New Year" is gaining traction, with inbound tourism showing significant growth across nearly 100 cities [7].