春节假期深圳文旅市场交出亮眼成绩单！马年广东年俗游领跑

Core Insights - The 2026 Spring Festival tourism market is characterized by a return to traditional customs, technological empowerment in travel, active two-way movement, and a nationwide explosion in domestic and international tourism [1] Group 1: Tourism Performance - During the nine-day Spring Festival holiday from February 15 to February 23, 2026, Shenzhen received 10.55 million visitors, a 17.9% increase compared to the eight-day holiday in 2025 [1] - The tourism revenue in Shenzhen reached 11.845 billion yuan, marking a 19.8% growth [1] - Guangdong led the nation in traditional customs tourism, with Shantou hotel bookings increasing by over 80% year-on-year [2] Group 2: Trends in Travel - The trend of "returning home" and "reverse New Year" was prominent, with significant growth in tourism from midwestern cities and county-level destinations [4][5] - County tourism emerged as a major growth driver, with hotel bookings in places like Huangshan and Yangshuo increasing by over 400% [8] - The indoor skiing venues became popular in southern regions, with places like Shenzhen's Alpine Snow World attracting many visitors [3] Group 3: Technological Influence - AI technology played a significant role in enhancing travel experiences, with young people relying on AI for travel planning and cultural insights [10] - The demand for long-distance outbound travel surged, particularly to Italy, which benefited from the Winter Olympics, with hotel bookings in cities like Milan and Venice increasing by over 200% [11] Group 4: Market Dynamics - Shenzhen emerged as a benchmark city for reverse New Year and inbound tourism, with hotel bookings increasing by 48% year-on-year [7] - The city ranked first in inbound tourism orders in Guangdong, with a 31% increase, and saw a daily average of 840,000 inbound and outbound travelers during the holiday [9] - The overall tourism market showcased rapid growth in consumption scale, emphasizing a new paradigm of "culture at the core, technology as the wings, and all-domain efforts" [12]