“史上最长春节假期”收官：5.96亿人次出游，文旅市场热气腾腾

Core Insights - The 2026 Spring Festival holiday saw record-high travel activity, with over 2.8 billion trips taken, averaging 311 million daily, marking an 8.2% year-on-year increase [1] - Domestic tourism reached 596 million trips, with total spending of 803.48 billion yuan, an increase of 126.48 billion yuan compared to the previous year [1] - The trend of "reverse New Year" emerged, where younger generations take their parents on trips instead of traditional family gatherings, with significant increases in travel and accommodation bookings for older travelers [8][9] Group 1: Domestic Travel Trends - The Spring Festival holiday was characterized by a surge in traditional cultural tourism, with cities like Shantou and Fuzhou leading in popularity due to rich local customs [3] - Hotel bookings in popular destinations like Shantou increased by over 80%, driven by immersive cultural experiences [3] - Smaller cities with unique cultural offerings, such as Xingtai and Yongzhou, saw significant increases in flight bookings, with some destinations experiencing over 100% growth [4] Group 2: Reverse New Year Trend - The "reverse New Year" trend gained traction, with 18% of travelers flying to Beijing being over 50 years old, and a 20% increase in first-time flyers among those aged 60 and above [8][9] - Young travelers increasingly booked high-star hotels for their parents, leading to a 56% increase in hotel stays for seniors during the holiday [9] - Car rental orders surged by 52%, with SUVs being the most popular choice for family travel [9] Group 3: International Travel Dynamics - The Spring Festival holiday also saw a revival in international travel, with daily inbound and outbound travelers exceeding 1.97 million, a 10.1% increase from the previous year [10] - Thailand regained its position as the top outbound destination for Chinese tourists, with significant growth in travel to Southeast Asia and other long-haul destinations [10][11] - The influx of foreign tourists to China increased, with a 20% rise in domestic flight bookings by non-Chinese passport holders, covering 107 cities [12]