入境游火爆、消费券发力！上海马年春节文旅消费创新高

Group 1: Core Insights - Shanghai launched over 2,570 cultural and tourism activities for the 2026 Spring Festival, promoting the theme "Travel to Shanghai, Super New Year" to attract tourists [1] - Total online and offline consumption in Shanghai reached 60.35 billion yuan during the Spring Festival, a year-on-year increase of 12.8%, with offline consumption at 36.55 billion yuan, up 15.4% [1] - The city welcomed 21.67 million tourists during the nine-day holiday, marking an 8.36% increase, with total tourism consumption amounting to 25.614 billion yuan, a 20.90% rise [1] Group 2: Inbound Tourism Growth - Shanghai is positioning itself as a leading destination for inbound tourism, attracting foreign visitors to experience traditional Chinese New Year celebrations [2] - The city introduced over 130 themed travel routes, which became popular on major OTA platforms, leading to a significant increase in inbound tourist numbers from countries like Greece, Slovenia, and Mexico [2] Group 3: Digital Payment Trends - Inbound tourists enjoyed digital conveniences such as mobile payments, with Alipay services seeing over 60% growth in consumption during the first five days of the Spring Festival [4] - Alipay's "Tap to Pay" feature saw a fourfold increase in transaction amounts from foreign tourists, with Shanghai Pudong Airport experiencing a 25-fold increase in transaction numbers [4] Group 4: Family and Multi-Generational Travel - The Spring Festival saw a rise in multi-generational family trips, with Shanghai's LEGOLAND reporting record visitor numbers, particularly from out-of-town tourists [8] - The city enhanced its tourism services to cater to families and elderly visitors, including the addition of accessible facilities and tailored services [8] Group 5: Consumer Incentives and Market Dynamics - Shanghai's consumer incentive policies, including a lottery for receipts, engaged over 3.9 million participants, significantly boosting retail and dining sectors [9] - Over 110 million yuan in consumption vouchers were distributed, leading to over 500 million yuan in retail and dining consumption, with a redemption rate exceeding 80% [10] - Major shopping districts in Shanghai reported substantial sales growth, with some areas seeing increases of over 30% year-on-year [10]