春节旅游市场新观察·品质化、复合型体验成2026年春节旅游消费鲜明趋势

Core Insights - The Spring Festival tourism market is experiencing a surge in bookings, with a notable preference for comprehensive cultural and tourism experiences that include artistic performances, intangible cultural heritage, and specialty dining [1] - The trend towards family-oriented travel is highlighted by a more than 90% year-on-year increase in bookings for theme park hotels, indicating a shift towards quality and multifaceted experiences for the 2026 Spring Festival [1] Group 1 - Multiple travel platforms indicate that the 2026 Spring Festival holiday, combined with the popularity of family travel and cultural experiences, is expected to set new records for the "hottest Spring Festival" tourism, driving a renewal in the tourism market [4] - Family-based cultural tourism consumption is becoming the core growth point of the Spring Festival tourism market [4] Group 2 - The main travel trends are identified as snow tourism and warm-weather escapes, leading to increased bookings in destinations like Xinjiang and Qinghai for snow activities, as well as Yunnan and Hainan for warmer climates, with booking increases nearing 100% in places like Sanya and Haikou [6] Group 3 - The majority of bookings are for travel durations of 5 to 7 days, with mid-holiday travel emerging as a new highlight, as many tourists opt to delay their departure to balance returning home for the holiday and vacationing [7] - Bookings for mid-holiday travel have increased by over 30% year-on-year, with a peak on the third day of the new year, where bookings rose by over 40% compared to the same period in 2025 [7] Group 4 - The director of the China Tourism Research Institute, Dai Bin, predicts that various forms of tourism, including folk, technological, cultural, and youth educational travel, will encourage tourists to travel further, with urban and rural residents expected to reach a historical high in travel numbers [9]