政策红包+错峰红利 学生群体点燃寒假文旅热潮
Xin Lang Cai Jing·2026-01-18 10:10

Core Insights - The winter tourism market is experiencing a surge in demand, particularly among students, driven by various promotional policies and low travel costs [1][2][3] Group 1: Policy Impact - Multiple regions are implementing targeted policies to reduce travel costs for students, including free admission to attractions and subsidies for transportation and accommodation [2] - Yangzhou has introduced a "free admission" policy for full-time students during winter and summer vacations, allowing them to visit state-owned A-level attractions for free [2] - Guangdong is promoting a winter study tour program, integrating over 700 A-level tourist attractions and offering 20 million yuan in tourism consumption vouchers [2] Group 2: Market Trends - The winter tourism market is expected to see a peak in bookings starting mid-January, with significant growth in both volume and pricing [3] - The student demographic, particularly those aged 18-22, is becoming a major force in outbound travel, with a notable increase in international flight bookings [4] - Nearly 40% of first-time international travelers during the winter break are university students, reflecting a 50% increase compared to the previous year [4] Group 3: Consumer Behavior - University students are characterized by their social travel preferences, often traveling in groups and prioritizing interactive experiences [5] - This demographic tends to choose unique and personalized destinations, contributing to the diversification of the winter tourism market [5] Group 4: Regional Dynamics - The domestic tourism market is showing a dual trend of "north for snow" and "south for warmth," with both ice and snow tourism and warm winter vacations gaining popularity [6] - Hainan's new free trade policies are boosting the "duty-free shopping" and "warm winter" tourism sectors, with hotel bookings in the region seeing a significant increase [7] - Hotel bookings in Hainan during the winter break are up over 150%, with some areas experiencing even higher growth rates [7]