2026年元旦假期文旅消费数据点评：文旅市场迎开门红，免税销售表现亮眼

Investment Rating - The report maintains a "Recommendation" rating for the industry [3] Core Insights - The domestic tourism market has shown a strong start for the New Year holiday, with significant increases in travel bookings and consumer spending [8] - The report highlights the impressive performance of duty-free sales and the rising popularity of hotel bookings during the holiday period [8] - The report suggests that the industry is stabilizing and recovering, with a focus on companies that demonstrate both certainty and reasonable growth potential [8] Summary by Sections Domestic Travel - Ice and snow tourism remains a top choice, with bookings in Baishan City increasing by 57% year-on-year, and train ticket bookings to Changbai Mountain up by 110% [2] - Mountain scenic spots continue to attract visitors, with ticket bookings for mountain attractions increasing by over 150%, including a 544% increase in orders for Huangshan [2] - New Year concerts have become a significant driver of tourism, with orders in Zhuji increasing over 25 times due to a concert by Wang Leehom [2] Inbound and Outbound Travel - Inbound tourism is experiencing strong growth, with daily inbound and outbound travelers expected to exceed 2.1 million, a 22.4% increase from the previous year [8] - Duty-free shopping in Hainan has seen a surge, with sales reaching 5.05 billion yuan, a 121.5% increase year-on-year [8] - Outbound travel has also surpassed previous years, with a 102.8% increase in travelers to Hong Kong on the first day of the holiday [8] Industry Performance - Duty-free sales have performed exceptionally well, with significant increases in both sales volume and average spending per customer [8] - Hotel bookings have seen a nearly 50% increase in popularity during the holiday period, indicating a recovery in the hospitality sector [8] - Restaurant sales have also surged, with a 4.6% increase in daily sales in Beijing and a 36.5% increase in Nanjing [8] Investment Recommendations - The report suggests focusing on companies such as Huazhu Group, Tongcheng Travel, Jinjiang Hotels, ShouLai Hotels, China Duty Free Group, Guoquan, Green Tea Group, and Changbai Mountain for potential investment opportunities [8]