西安文旅消费迎来“开门红”

Core Insights - The domestic tourism market in China experienced a strong start in 2026, with Xi'an emerging as one of the top ten popular tourist destinations, showing a 72% year-on-year increase in tourism orders [3] Group 1: Tourism Performance - Xi'an's cultural heritage and innovative tourism offerings contributed to its rise in popularity, ranking alongside major cities like Beijing and Shanghai [3] - Key attractions such as the Terracotta Army Museum, Shaanxi History Museum, and Xi'an City Wall led the tourism surge, with the "Chang'an Lantern Festival" becoming a highlight [4] - The festival featured over 50 national treasures and 39 famous Tang poems transformed into light displays, attracting significant visitor engagement [4] Group 2: Visitor Engagement and Activities - The popularity of the South Wutai Scenic Area surged, with over 8,000 visitors in two days, prompting a limit on visitor numbers [5] - New thematic street areas and winter activities, such as the "Chang'an Twelve Hours" theme street, enhanced visitor experiences with traditional cultural interactions [5] - Nighttime events, including countdown celebrations, became popular among younger tourists, establishing Xi'an as a key destination for New Year celebrations [5] Group 3: Policy and Market Dynamics - Xi'an's tourism growth is supported by various consumer promotion initiatives, including the 21st Xi'an New Year Goods Fair and "Chang'an Happy Shopping" events [6] - The city saw a 2.3% increase in sales for its popular cultural product "Rongmomo" during the New Year holiday compared to the previous year, indicating strong consumer interest [6] - The "00s" generation accounted for 39% of travel, showing a shift towards experiential and immersive travel preferences among younger demographics [6][7] Group 4: Visitor Feedback and Future Outlook - Local residents and visitors expressed positive sentiments about the cultural experiences offered in Xi'an, highlighting the significance of immersive activities [8] - The successful performance during the New Year holiday reflects Xi'an's strong cultural tourism appeal and market vitality, positioning it as a potential "world-class cultural tourism destination" [8]