春节出游新趋势：“反向过年”不再小众

Core Insights - The 2026 Spring Festival holiday marked a record high in domestic tourism, with Beijing being the top destination, receiving 19.84 million visitors and generating a total tourism expenditure of 33.14 billion yuan [1][2][3] Group 1: Tourism Trends - The overall tourism market during the Spring Festival exhibited characteristics such as high visitor numbers, strong consumption, and a blend of traditional and modern experiences [2][5] - Popular destinations included Beijing, Chengdu, Shanghai, and Guangzhou, showcasing their strong appeal to tourists [3] - The trend of "reverse New Year" became mainstream, with a significant increase in hotel stays among visitors aged 60 and above, indicating a shift in travel preferences [6][7] Group 2: Visitor Statistics - Beijing's parks welcomed 12.585 million visitors during the holiday, with a daily average of 1.3928 million, reflecting an 18.79% year-on-year increase [2] - Ticket orders for attractions in Beijing rose by 136%, hotel night stays increased by over 60%, and tour package orders grew by 42% compared to the previous year [3] Group 3: Emerging Destinations - Smaller cities with unique cultural experiences gained popularity, with destinations like Wuyishan seeing a 160% increase in visitor numbers [4] - Traditional cultural activities and local customs were key attractions, with cities like Shantou emerging as unexpected favorites for domestic travel [4] Group 4: Market Dynamics - The demand for family-oriented and non-heritage tourism experiences surged, with significant growth in related service sectors such as dining and entertainment [5] - The concept of "reverse New Year" led to increased travel bookings in cities like Shenzhen, which saw a 77% rise in tourism reservations [6]