出入境双向升温 文旅市场“开门红”

Core Insights - The tourism market in China experienced a strong start in 2026, with 142 million domestic trips taken during the New Year holiday, generating a total expenditure of 84.789 billion yuan [1] - Beijing emerged as the most popular domestic travel destination, attracting 8.808 million visitors and achieving a total tourism revenue of 10.97 billion yuan [3] - The inbound tourism sector showed significant growth, particularly in Hainan, where inbound orders for Sanya increased by 170% year-on-year [6] Domestic Tourism - During the New Year holiday, the trend of "north-south exchange" was prominent, with short trips and long-distance travel occurring simultaneously [4] - Major cities like Beijing, Shanghai, and Guangzhou were among the top destinations, with a rich supply of cultural and tourism activities [3] - The popularity of Beijing was particularly noted among families with young children, as it provided a unique New Year atmosphere [3] Inbound Tourism - Hainan's inbound tourism saw a remarkable increase, with Sanya and Wanning experiencing order growth of 170% and nearly 400% respectively [6] - The implementation of a 240-hour transit visa exemption policy has attracted more international visitors to mainland China [6] - Popular inbound destinations included major cities like Shanghai, Beijing, and Shenzhen, with significant increases in visitors from countries such as Saudi Arabia and Uzbekistan [6] Outbound Tourism - The outbound tourism market was also vibrant, with popular destinations being Seoul and Bangkok, driven by the "please take 3 days off for 8 days" holiday model [7] - Travelers showed a preference for island vacations, visa-free travel, and winter sports during the New Year holiday [8] - The announcement of visa-free entry for Chinese citizens to Turkey is expected to further boost outbound tourism interest [8]