上海：强势领跑 日均消费破百亿元

Core Insights - The Shanghai tourism market experienced a strong start in 2026, with 6.82 million visitors and a total tourism consumption of 12.27 billion yuan during the New Year holiday [2] - The launch of the "Shanghai Domain - First Tourism Strategy Super Contest" and over 130 themed cultural and tourism activities contributed to the surge in visitor enthusiasm [2] Group 1: Visitor Statistics - Shanghai's Longfeng Ocean World and other attractions saw significant increases in visitor numbers, with the Yao Xue Ice World reporting a 260% year-on-year increase in visitor flow [3] - The average hotel occupancy rate during the holiday was 70%, indicating strong demand for accommodation [2] - The Meituan travel platform reported a 220% increase in ticket bookings for Shanghai attractions during the holiday [3] Group 2: Consumer Spending - Daily average consumer spending in Shanghai reached 12.2 billion yuan from January 1 to 2, a 2.5% increase year-on-year [4] - Online consumer spending grew by 5.5%, while offline spending increased by 2.5% [4] - The number of inbound tourists and their spending increased by 4.4% and 7.0% respectively during the holiday [4] Group 3: Regional Tourism Trends - Visitors from Jiangsu, Zhejiang, Guangdong, Beijing, and Shandong made up the largest share of tourists to Shanghai [3] - The number of outbound travel bookings from Shanghai doubled compared to the previous year, indicating a strong recovery in travel demand [3] - The Shanghai tourism market is expected to surpass pre-pandemic levels, with inbound tourist numbers projected to exceed 2019's peak by the end of 2025 [4]