文旅产业备战“史上最长春节假期”

Core Insights - The domestic flight ticket bookings for the 2026 Spring Festival have exceeded 4.13 million, with a daily average increase of approximately 21% year-on-year, while outbound and inbound flight bookings have also shown growth [1] - The Chinese cultural tourism industry is innovating and diversifying to meet the varied and personalized consumption needs of different groups, thereby stimulating market potential and promoting sustainable development [1] - The 2026 Spring Festival holiday, lasting 9 days, is the longest in history, with travel agencies incorporating traditional New Year elements into their products to enhance the festive experience for travelers abroad [1] Domestic Travel Trends - A number of culturally rich "intangible cultural heritage small cities" have become popular among tourists, with significant year-on-year growth in hotel bookings during the holiday period [2] - Cities like Quanzhou, Huangshan, and Jingdezhen are highlighted for their unique cultural experiences, contributing to a deeper cultural immersion for family travelers [2] Outbound and Inbound Travel Dynamics - The combination of an extended holiday and favorable policies has led to a significant increase in both outbound and inbound travel during the Spring Festival, with outbound long-haul travel bookings up 60% and short-haul bookings up 160% year-on-year [3] - The domestic travel market has also seen a remarkable performance, with a 300% increase in travelers compared to the previous year [3] - There is a notable shift from traditional sightseeing to "in-depth" travel experiences, with small group and immersive experiences becoming mainstream [3] Thematic Travel Segments - The Spring Festival tourism market is characterized by two main themes: "escaping the cold" and "ice and snow" tourism [4] - Destinations like Hainan and Yunnan are attracting family tourists seeking warm climates, while northern destinations such as Harbin and Changbai Mountain remain popular for ice and snow activities [4] - The demand for family travel products that combine learning and leisure is increasing, with a clear market segmentation emerging among younger travelers seeking personalized experiences and those preferring comfort and convenience [4] Industry Evolution - The tourism industry is entering a new cycle driven by experience and quality enhancement, with tourists increasingly valuing emotional connections and cultural participation over traditional sightseeing [5] - The tourism sector is expected to become a rigid demand for cultural experiences and spiritual enjoyment among urban and rural residents in 2026 [5]