Core Insights - The overall cultural and tourism market in China during the 2026 New Year holiday was stable and orderly, with significant consumer activity [1][2] - Domestic travel reached 142 million trips, generating a total expenditure of 84.789 billion yuan [1][2] - Popular travel trends included family trips, small town tourism, and outbound travel, contributing to a strong start for the tourism market [1][2] Domestic Travel Trends - Data from Qunar indicated a 26% year-on-year increase in flight bookings to popular destinations on January 1, with hotel occupancy in domestic hotspots rising by 120% [3] - Consumer spending power increased, with a more than 20% rise in the number of items purchased per person and over 30% growth in average spending [3] - Family travel saw an 80% increase in participation, with families preferring high-star hotels and full-service resorts [3] - Small town tourism remained popular, with significant order growth for destinations like Anji (930%), Qingyuan (774%), and others [3] Outbound Travel Growth - There was a notable increase in outbound travel compared to the previous year, with a 40% rise in the number of travelers visiting popular countries [4] Hainan Tourism Surge - Hainan experienced a significant increase in tourism during the New Year holiday, marking the first holiday after its border reopening [5] - The province welcomed 2.1716 million visitors, a 25.2% increase year-on-year, with total tourism expenditure reaching 3.136 billion yuan, up 28.9% [5] - Duty-free shopping in Hainan saw a remarkable rise, with sales of duty-free goods increasing by 52.4% and total spending reaching 712 million yuan, a 128.9% increase [5][6] International Visitor Trends - The New Year holiday attracted more foreign tourists to China, with a 110% increase in ticket bookings for inbound tourism [7] - Popular destinations for international visitors included major cities like Shanghai, Beijing, and Shenzhen, with significant growth in Hainan [7] - The "duty-free shopping + beach vacation" model has become a key attraction for international tourists, with inbound orders for Sanya increasing by 170% [7]