2026年元旦假期旅游数据点评：出行需求稳中向好，免税、出境、景区表现出色

Investment Rating - The report maintains a "Recommended" rating for the industry, indicating a positive outlook for the sector's fundamentals and expectations for the industry index to outperform the benchmark index [6]. Core Insights - The travel demand is showing steady improvement, with significant growth in duty-free sales, outbound tourism, and scenic area performance during the New Year's holiday period [1][2]. - Domestic tourism during the New Year's holiday reached 142 million trips, a year-on-year increase of 5.2%, with total tourism revenue of 84.79 billion yuan, up 6.4% year-on-year [2]. - The report highlights the strong performance of the outbound tourism sector, which continues to lead overall growth, and recommends focusing on online travel agencies (OTAs) and regional scenic spots that benefit from external transportation conditions and internal optimization [1][2]. Summary by Sections Overall Situation - Domestic tourism during the New Year's holiday saw 142 million trips, a 5.2% increase year-on-year, with daily average trips of approximately 47 million, also up 5.1% [2]. - Total tourism revenue reached 84.79 billion yuan, reflecting a 6.4% year-on-year increase, with per capita spending at 597.11 yuan, a slight increase of 1.1% [2]. Transportation - Daily average cross-regional personnel flow increased by 19.5% year-on-year, with railway and civil aviation passenger volumes growing by 9% and 13% respectively [3]. - During the holiday, a total of 5.9 billion people traveled, with significant increases in railway and highway travel [3]. Duty-Free Sales - Duty-free sales in Hainan saw a remarkable 50% increase compared to 2024, with shopping amounts reaching 712 million yuan, a 128.9% increase [4]. Scenic Areas - Scenic areas experienced significant growth in visitor numbers, with notable increases in places like Changbai Mountain and Jiuzhaigou, where visitor numbers grew by 40.77% and 224% respectively [10]. - High-profile tourist cities like Beijing and Shanghai reported substantial increases in visitor numbers and tourism revenue during the holiday [11][12]. OTA Performance - The report indicates a surge in demand for travel products, with significant increases in hotel and flight bookings, particularly among younger travelers [15][17]. - The "please 3 days off and 8 days on" trend has driven long-distance travel, with a notable rise in outbound tourism bookings [17][19]. Inbound and Outbound Travel - Inbound and outbound travel showed better-than-expected performance, with a total of 6.615 million people traveling across borders, reflecting a year-on-year increase of 27.7% [20][21].