春节消费数据点评：春节档票房亮眼，旅游人次达5.01亿

Investment Rating - The industry investment rating is "Standard Allocation" [5] Core Insights - Domestic tourism during the Spring Festival saw 501 million trips, a year-on-year increase of 5.9%, with tourism revenue reaching 677 billion yuan, up 7.0% year-on-year [5] - The popularity of "intangible cultural heritage tourism" and winter sports tourism is driving consumer interest, with significant increases in bookings for destinations like Kaifeng and Harbin [5] - Cross-border travel orders increased by 30% during the Spring Festival, with inbound tourism ticket orders rising by 180% year-on-year [5] - The Spring Festival box office reached a record 9.51 billion yuan, with notable films contributing to this success [5] - The report suggests a stable growth in tourism data and high consumer willingness to travel, benefiting OTA platforms and related sectors [5] Summary by Sections Industry Overview - The report highlights stable growth in tourism and revenue during the Spring Festival, with significant increases in both domestic and cross-border travel [5] Tourism Trends - Non-heritage tourism and winter sports tourism are leading the consumption trends, with specific destinations experiencing substantial growth in bookings [5] Box Office Performance - The Spring Festival box office set a new record, driven by popular films, indicating a strong recovery in the entertainment sector [5] Investment Recommendations - The report recommends a positive outlook for the tourism sector, particularly for OTA platforms and related industries, due to high consumer travel intent and stable growth data [5]