非遗沉浸游持续升温！南北互换、反向团圆点亮新春出行

Core Insights - The 2026 Spring Festival is expected to see a significant increase in domestic and international tourism, driven by the longest holiday period in history and the "5 days off, 15 days rest" policy, leading to a surge in both volume and price [1] Domestic Tourism Trends - Long-distance travel orders for trips longer than 5 days account for 59.6% of total bookings, with an average travel duration of 6.4 days, an increase of half a day compared to last year [1] - Family and child travel groups represent 68% of travelers, with "three generations traveling together" making up 34% [1] - The popularity of intangible cultural heritage (ICH) experiences has shifted from "check-in" to "immersive" experiences, becoming a key highlight in the cultural tourism market [1] Popular Destinations and Activities - Beijing remains the top destination, followed by Guangzhou, Shanghai, Harbin, Sanya, Chongqing, Chengdu, Xi'an, Fuzhou, and Kaifeng, catering to diverse needs such as winter sports and cultural experiences [3] - The China Arts and Crafts Museum's immersive ICH exhibition has seen a 156% increase in venue popularity, integrating traditional crafts like paper-cutting and embroidery [3] - Sanya's hotel bookings have surged by 160% year-on-year, making it a preferred destination for northern tourists seeking warmth [3] Cultural Heritage and Film Integration - The search volume for ICH experiences has increased by 180%, with the post-00s demographic being the largest group engaging in these experiences [4] - The integration of film and tourism has proven successful, with the Spring Festival box office exceeding 4.5 billion, and films like "Biao Ren: Wind Rises in the Desert" boosting destination interest by 260% [4] International Travel Dynamics - International travel bookings for the Spring Festival have increased by nearly 30%, with Malaysia emerging as the top destination, followed by Singapore, Thailand, Vietnam, Indonesia, Turkey, South Korea, Australia, Italy, and New Zealand [6] - Turkey's popularity has surged by 235% due to visa-free policies, while Italy's tourism has increased by 310% due to the overlap of the Milan Winter Olympics with the Spring Festival [6] Conclusion - The robust growth of the tourism market during the 2026 Spring Festival highlights the innovative vitality of China's cultural tourism industry, reflecting cultural confidence and the potential for technology integration [6]