荡心谷文旅研究院院长杨帆：元旦假期量价双升，三大赛道表现亮眼

Core Insights - The 2026 New Year's Day holiday tourism market shows a resilient recovery with both volume and price increasing, indicating a positive trend in consumer behavior and spending [4][14][28] Market Overview - During the 2026 New Year's Day holiday, 142 million domestic trips were made, a 5.19% increase from 2024, with total spending reaching 84.789 billion yuan, up 6.35% year-on-year [4][18] - The average spending per person was 597.11 yuan, reflecting a 1.1% increase compared to the previous year [4][18] - Daily visitor numbers increased by 15% compared to the same period in 2019, showcasing a continuous recovery trend [4][14] Key Growth Areas Hainan Duty-Free Shopping - The implementation of the duty-free policy in Hainan led to significant sales, with 442,000 items sold and 83,500 shoppers during the holiday, marking a 27.1% increase in shopper numbers and a 49.9% increase in sales amounting to 712 million yuan [5][20] - Hainan is rapidly becoming an international tourism consumption center, with a tripling to fivefold increase in inbound flight bookings to Haikou and Sanya [6][19] Ice and Snow Tourism - Northeast China's ice and snow tourism saw a 40% increase in visitor numbers at Changbai Mountain compared to 2025, and a 60% increase compared to 2024 [7][21] - The average stay for tourists increased to 2.8 days, with per capita spending rising by 22.6% to 1,283 yuan [7][21] Mountain and Temple Tourism - Mountain scenic spots performed well, with Huangshan receiving over 75,000 visitors, a 76.5% increase from 2024 [8][22] - Cultural activities have become a new driving force for tourism, with a 52.3% revisit rate for culturally enriched sites, significantly higher than the average [8][22] Consumer Behavior Analysis - The Z generation (post-95 and post-00) dominated the market, accounting for 45.7% of travelers, an increase of 8.2 percentage points [9][23] - Experience-driven consumption motives accounted for 65.3% of the market, up 12.7 percentage points from 2024, indicating a shift towards valuing unique experiences over material goods [9][23] Industry Insights and Trends Structural Optimization - The tourism industry is transitioning from a "ticket economy" to an "experience economy," reflecting significant structural optimization [11][26] Regional Collaborative Development - New transportation networks, such as the Shen-White high-speed rail, are reshaping tourism spatial patterns, creating multiple "tourism communities" [12][26] Accelerated Internationalization - The growth in inbound flight bookings by 3 to 5 times indicates the effectiveness of policies facilitating inbound tourism, with inbound visitors recovering to 86.3% of 2019 levels [13][27] Research Conclusion - The 2026 New Year's Day holiday tourism market is characterized by simultaneous increases in volume and price, structural optimization, and consumption upgrades, indicating a new phase of high-quality development in China's tourism market [14][28]