元旦假期日均近两亿人出行，文旅业消费“开门红”

Core Insights - The 2026 New Year's holiday saw a significant surge in domestic and outbound travel, with an estimated 590 million trips taken, reflecting a 19.5% year-on-year increase in travel volume [2] - The travel demand was driven by a combination of short trips within major city clusters and long-distance travel, particularly to popular destinations like Northeast China, Hainan, and Yunnan [3][4] - The winter travel trend, especially ice and snow tourism, dominated the holiday, with ice-themed destinations accounting for about 40% of the top domestic travel routes [4] Domestic Travel Market - The domestic tourism market experienced a robust start, with a notable increase in bookings for flights, hotels, and accommodations during the holiday [3] - Popular short-distance trips were prevalent among major city clusters, while long-distance travel to scenic areas like the Northeast and Hainan was also in high demand [3] - The rise of "prayer tourism" led to increased interest in mountainous scenic spots, with hotel bookings in these areas rising over 23% [3] Ice and Snow Tourism - Ice and snow tourism emerged as a leading theme during the holiday, with significant demand for flights to Harbin and other snowy destinations [4] - Harbin Ice and Snow World was particularly popular, with a 45% increase in bookings for day tours [4] - Other notable snowy destinations included Xiling Snow Mountain and Yulong Snow Mountain, which saw a rapid increase in visitor interest [4] Outbound Travel Trends - Outbound travel saw a marked increase, with popular themes including island vacations and destinations with visa-free entry [9] - Key short-haul outbound routes included flights from Shanghai to Singapore and Beijing to Seoul, while long-haul routes featured destinations like Moscow and Sydney [10] - The introduction of visa-free entry for Chinese passport holders to Turkey significantly boosted interest in travel to the country, with search volumes for flights to Istanbul increasing by 320% [10] Inbound Travel Growth - The inbound tourism market also showed strong growth, with ticket bookings increasing by over 110% during the holiday [11] - Popular destinations for inbound tourists included major cities like Shanghai and Beijing, with significant increases in bookings for experiential travel products [11] - The "duty-free shopping + beach vacation" model in Hainan attracted international visitors, with orders for Sanya increasing by 170% [11]