马蜂窝2026春节旅游大数据：文化深度游成主流，"非遗+科技"引领新风尚

Group 1 - 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, with long-distance travel orders accounting for 59.6% and average travel days increasing to 6.4 days compared to last year [2] - Family travel is prominent, with 68% of travelers being family groups and 34% participating in "three generations traveling together," highlighting a shift towards immersive cultural experiences in tourism [2] - The popularity of non-material cultural heritage experiences has surged, moving from "check-in" to "immersive" experiences, contributing to the growth of the cultural tourism market [2][4] Group 2 - Major cities like Beijing, Guangzhou, and Shanghai are leading in travel popularity, with Beijing maintaining its top position due to its cultural heritage and modern attractions [3] - The immersive non-material cultural heritage exhibitions have seen a 156% increase in venue popularity, showcasing traditional crafts and attracting significant visitor interest [3] - 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] Group 3 - The outbound tourism market is undergoing a significant transformation, with a nearly 30% increase in service bookings for the Spring Festival, and Malaysia emerging as the top destination [6] - Turkey's tourism has surged by 235% due to visa-free policies, while Italy's tourism has increased by 310% due to the overlap of the Winter Olympics and the Spring Festival [6] - The 2026 Spring Festival tourism boom reflects the innovative vitality of China's cultural tourism industry and the potential for cultural confidence and technological integration [8]