2026年旅游市场强劲开局体验升级、目的地多元与南北交融成新常态

Core Insights - The tourism market is experiencing a significant shift from "seeing the world" to "enjoying oneself," driven primarily by younger consumers who prioritize emotional and experiential value in their travel choices [1][2][5] - The demand for high-quality travel experiences is increasing, with consumers willing to pay a premium for unique accommodations and activities [1][5] Group 1: Market Trends - The New Year's tourism market shows a 20% increase in both the average number of shopping items and spending per visitor compared to the previous year [1] - There is a notable trend towards the decentralization of travel destinations, with smaller cities and counties experiencing significant growth in tourism orders [2][3] - Popular destinations like Qingyuan, Tongchuan, and Fushun have seen rapid order growth, indicating a shift in tourist preferences towards unique local experiences [2][3] Group 2: Experience-Driven Consumption - Events such as music festivals and concerts are becoming key drivers of local tourism, reflecting a transition from resource-oriented to experience-oriented tourism [2] - The rise of domestic theme parks, particularly those with cultural themes, is attracting younger audiences and boosting local hotel bookings [3] - The integration of various experiences, such as "ice and snow" activities and "duty-free" shopping, is enhancing the appeal of winter tourism [4] Group 3: International Travel Dynamics - The outbound tourism market is recovering, with long-haul destinations like Australia and the USA gaining popularity, alongside rapid growth in lesser-known destinations due to visa-free policies [5] - There is a noticeable increase in outbound travel orders from non-first-tier cities, indicating a broader market penetration of travel demand [5] - The trends observed during the New Year's holiday are expected to shape the tourism industry in 2026, emphasizing the need for experiential, quality, and diversified travel offerings [5]