TRIP.COM(US:TCOM) Xin Lang Cai Jing·2026-02-23 10:39Core Insights - The Chinese Spring Festival tourism market is showing significant trends of "deepening" and "internationalization," with travelers seeking richer cultural experiences and flexible dual-city tours [1][3] - The Spring Festival is attracting global tourists, gradually becoming a world-class cultural IP [1][3] Domestic Travel Trends - Major domestic destinations favored by tourists include Beijing, Chengdu, Shanghai, Guangzhou, Shenzhen, Harbin, Sanya, Xi'an, Chongqing, Fuzhou, Xiamen, and Wuhan [1][3] - Emerging niche destinations with unique cultural experiences have seen substantial growth: - Yan'an, Shaanxi: 70% increase in orders - Tai'an, Shandong: 65% increase - Pu'er, Yunnan: 59% increase - Korgas, Xinjiang; Wenchang, Hainan; Chongzuo, Guangxi: over 56% increase - Hohhot, Inner Mongolia; Yuxi, Yunnan; Shuanghe, Xinjiang; Wuxi, Jiangsu: over 48% increase [1][3] Cultural Experience Trends - Cultural experiences represented by intangible cultural heritage (ICH) have become the most popular travel theme: - Traditional New Year painting skills boosted tourism in Tianjin with a 29% increase in orders - Kaifeng and Zhengzhou in Henan saw order increases of 50% and 27%, respectively - In southern regions, lantern festivals and ICH performances thrived, with Huangshan, Anhui seeing a 32% increase and Zigong, Sichuan a 20% increase - Shantou and Chaozhou in Guangdong experienced order increases of 36% and 31% due to ICH [2][4] International Travel Trends - The strong cultural appeal of the Chinese Spring Festival is attracting global attention, with the number of tourists staying 4 to 7 days in China increasing by 18% year-on-year, and those staying over 7 days increasing by 12% [2][4] - Following the implementation of visa-free entry policies for ordinary passport holders from Canada and the UK on February 17, there was a notable increase in orders: - Canada: 75% increase - UK: 37% increase [2][4]