2026开年文旅市场火爆开局

Core Insights - The travel and tourism market in China has experienced a significant surge at the beginning of 2026, with domestic scenic spot ticket bookings increasing over four times year-on-year, and inbound travel bookings also seeing substantial growth [1][2] Group 1: Domestic Travel Trends - The "post-00s" demographic represents the largest share of travelers at 39%, followed by the "post-90s" at 33%, indicating a shift in travel preferences towards self-indulgence rather than traditional sightseeing [1] - Popular domestic travel destinations include major cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, with provinces like Guangxi, Jiangsu, and Henan experiencing a doubling in travel orders [1] - Guangxi has launched over 400 cultural and tourism activities, leading to a 170% year-on-year increase in travel orders during the New Year period [1] Group 2: Booking Trends and Consumer Behavior - Major travel platforms like Tongcheng and Fliggy report a simultaneous increase in demand and supply for flights, hotels, and homestays during the New Year holiday, setting a positive tone for the 2026 travel market [2] - The search and booking interest in "intangible cultural heritage" tourism has surged by 85%, with cities like Luoyang and Xi'an ranking in the top 10 cultural destinations [2] - On January 1, hotel bookings on Fliggy increased by 280% year-on-year, while bookings for domestic leisure activities rose over 270% [2] Group 3: Car Rentals and Outbound Travel - The trend for self-driving trips continues to grow, with car rental bookings on January 1 increasing by over 120% year-on-year, particularly in regions like Hunan and Jiangxi [2] - Outbound travel has seen a notable rise in flexible and comfortable travel options, with chartered car bookings increasing over tenfold and rental car bookings up by over 210% on the same day [2]