艾瞰系列：春节假期商圈及文旅大数据观察-文商旅协同促进消费回暖，假日经济多点开花

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The Spring Festival holiday saw a record high in personnel mobility, with a total of 2.307 billion people traveling, representing a year-on-year increase of 7.7% [10] - Domestic tourism expenditure reached 677 billion yuan, up 7.0% year-on-year [11] - The number of domestic tourists during the Spring Festival was 501 million, reflecting a year-on-year growth of 5.9% [12] - The report highlights the synergy between cultural tourism and commercial activities, driving consumer recovery and growth in various sectors [8] Summary by Sections Industry Overview - The report focuses on the characteristics and trends of cultural tourism and core business district activities during the 2025 Spring Festival, providing insights for decision-makers in related industries [4][3] - The analysis is based on data from over 1 billion users, derived from partnerships with telecom operators [5] Travel and Tourism Insights - The influx of tourists during the Spring Festival was significantly influenced by cultural heritage activities, with international tourist entries increasing by 22.9% year-on-year [9] - High-line cities continue to dominate tourist numbers, while lower-tier cities are revitalizing through unique cultural experiences [20] Business District Analysis - Major urban centers like Guangzhou and Chongqing attracted substantial foot traffic, with Chongqing leading the visitor index at 574.6 [22] - The report emphasizes the dual attraction of local residents and external tourists in driving business district vitality [24] Consumer Behavior Trends - There was a notable increase in digital consumption, with various service-related mini-programs seeing significant growth in user visits, indicating a shift towards online engagement during the holiday [38][39] - The report identifies a strong demand for immersive cultural experiences, particularly in museums, which have become popular destinations during the holiday [42] Coastal City Growth - Coastal cities experienced a marked increase in tourist numbers, with cities like Qingdao and Dalian seeing growth rates close to 30% [45][46] - The report highlights the appeal of coastal cities due to their diverse experiences and improved safety for travelers [45]