大增超4倍！元旦文旅消费热潮全面点燃

Core Insights - The domestic tourism market in China experienced a strong start in 2026, with significant increases in travel bookings and consumer spending during the New Year holiday [4][5][6]. Group 1: Domestic Tourism Trends - Ctrip reported that domestic scenic spot ticket bookings increased by over 400% year-on-year, with the post-90s generation making up 33% of travelers and the post-00s generation 39% [4]. - Popular destinations included major cities like Beijing, Shanghai, and Guangzhou, with provinces such as Guangxi and Jiangsu seeing tourism orders double [4]. - Guangxi launched over 400 cultural tourism activities, leading to a 170% increase in tourism orders [4]. Group 2: Travel Demand and Consumer Behavior - The "three-day holiday" combined with the "please take 3 days off and rest for 8" trend significantly boosted travel demand, with major products like flights and hotels seeing both volume and price increases [5]. - On January 1, hotel bookings on Fliggy surged by 280% year-on-year, while leisure product bookings increased by over 270% [5]. - Self-driving travel remained popular, with car rental bookings increasing by over 120% on New Year's Day [5]. Group 3: International Travel Insights - Outbound travel saw a notable rise, with car rental bookings increasing by over 210% and chartered tours growing by more than tenfold on New Year's Day [6]. - Popular international destinations included Hong Kong, Macau, and various tropical islands, with significant interest in winter tourism in regions like Russia and Northern Europe [6]. Group 4: Inbound Tourism Growth - The inbound tourism market showed strong growth, with ticket bookings increasing by 110% and experience-based product bookings rising over 30 times during the holiday [7]. - Key inbound destinations included major cities like Shanghai and Beijing, with significant growth in Sanya following the lifting of travel restrictions [7][8]. - Sanya's inbound orders increased by 170%, benefiting from a combination of duty-free shopping and beach vacation offerings [7].