多线出行 根据同程旅行《2026春节假期旅游消费盘点报告》，2026年春节期间，传统年俗文化依然是春节旅游市 场的"大菜"，追寻传统"年味儿"成为春节国内游主流，广东、福建等地举办的各类迎新春年俗活动成为 假日文旅消费的大热门，汕头等地旅游热度增幅领先，成为春节国内游"黑马"目的地。 今年春节期间，旅游市场持续火爆，一房难求、一票难求的现象屡见不鲜。随着各大平台机票、酒店等 消费数据陆续发布，春节旅游的盛况也得到了进一步印证。 近日，文化和旅游部公布2026年春节假期文化和旅游市场情况。 数据显示，春节假日9天，全国国内出游5.96亿人次，较去年春节假日8天增加0.95亿人次；国内出游总 花费8034.83亿元，较2025年春节假日8天增加1264.81亿元。假日游客人数和花费均创历史新高。 那么，这些游客假期都去了哪儿？ 海外游客接待方面，得益于国家过境游、入境游政策开放，华住集团旗下酒店本次春节接待港澳台及海 外游客超11万人次，同比提升43.4%，其中海外游客增速较港澳台旅客更快。 消费者对酒店的要求也有所提高。春节假期期间，华住集团旗下品牌中，消费者选择入住的间夜量 TOP3依然是全季酒店、汉庭酒店和 ...

（来源：沈阳日报） 具体免票措施为：3月2日-3月7日期间，每天上午9:00上线第二日"回馈沈阳市民免费专票"，如3月2日 9:00上线3月3日"回馈沈阳市民免费专票"，上线即可预约。每日三大景区各3000张免费门票一次性发 放，额满即止。 请有参观需求的沈阳市民朋友们，在沈阳故宫官方公众号、同程旅行APP和小程序搜索沈阳故宫预 约"回馈沈阳市民免费专票"（每个身份证限预约一次）；在携程旅行APP搜索张学良旧居陈列馆、沈阳 金融博物馆预约次日入馆名额。 预约成功的沈阳市民朋友，请按预约日期前来参观，以免出现无法入馆的情况。身份证为2101开头的， 携带本人身份证到参观区入口刷身份证入馆参观；身份证非2101开头的，但为沈阳本地户籍的居民、或 在沈阳常住的外地居民，请于参观当日凭身份证原件和户口簿、暂住证等沈阳居住证明，现场核验后入 馆参观。 转自：沈阳日报 本报讯（沈阳日报、沈报全媒体记者谢飞燕）2月26日，记者从沈阳市文化旅游和广播电视局了解到， 为真诚感谢广大市民春节期间把景区景点"让给"外地游客的温暖和包容，沈阳文旅推出节后错峰市民惠 民游活动。自3月3日（正月十五）至3月8日（正月二十），在兼顾满足外 ...

另外，以海南为代表的购物游，哈尔滨、长白山（603099）、阿勒泰、张家口等为代表的冰雪旅游，以意大利、西班牙、澳大利亚、丹麦等为代表的长线 出境游等同样火热。 同程旅行数据显示，春节假期，汕头等热门广东目的地的酒店预订热度同比增幅均超过了80%，增幅位居全国前列；海南全岛春节旅游热度创新高，酒店 预订热度同比增长超70%；米兰、威尼斯等意大利热门目的地酒店预订热度同比增长超200%。 出游热度较高的县域目的地也迎来流量，比如黄山黟县、桂林阳朔县、晋中平遥县、福州平潭县、玉溪澄江市、上饶婺源县等。春节期间，这些区域的酒 店及民宿预订热度同比增长均超400%。 来自酒店企业的数据更为直观。据华住集团数据，在区域分布上，在出租率TOP100热门目的地中，三线及以下城市(及地区)的间夜出租率同比增幅高于 一二线城市(及地区)，体现出县域经济在文旅行业的蓬勃潜能。 今年春节期间，旅游市场持续火爆，一房难求、一票难求的现象屡见不鲜。随着各大平台机票、酒店等消费数据陆续发布，春节旅游的盛况也得到了进一 步印证。 近日，文化和旅游部公布2026年春节假期文化和旅游市场情况。 数据显示，春节假日9天，全国国内出游5.96亿人 ...

Core Insights - Hainan experienced an unprecedented surge in tourist traffic during the first Spring Festival after the Free Trade Port's operational closure, showcasing the region's development vitality and posing challenges for transportation and public services [1][6] Group 1: Tourist Influx and Economic Impact - Hainan received 12.32 million visitors during the 9-day holiday, with total tourist spending reaching 18.37 billion yuan, marking increases of 28.9% and 30.7% respectively compared to the previous year [1] - The province's comprehensive transportation system recorded a total passenger flow of 5.47 million during the Spring Festival, reflecting a year-on-year growth of 10.93% [1] - The influx of foreign tourists was notable, with 143,000 foreign visitors entering Hainan under visa-free policies, a 62.2% increase, primarily from countries like Russia, Malaysia, and South Korea [3] Group 2: Regional Tourism Trends - Non-traditional tourist areas like Danzhou and Wanning saw significant visitor increases, with Danzhou receiving 1.62 million tourists, a 28% rise, and Wanning's accommodation occupancy rate reaching 87.94% [4][6] - Activities such as carnivals and concerts in Danzhou attracted 437,900 visitors, generating 1.17 billion yuan in tourism revenue [4] - The average hotel booking rates in Haikou and Sanya exceeded national averages, indicating a strong demand for high-quality accommodations [3] Group 3: Transportation Challenges - The surge in traffic has put pressure on Hainan's transportation infrastructure, with the Hainan Ring High-Speed Railway operating 569.5 pairs of trains and transporting 1.62 million passengers, a 15.6% increase from 2025 [7] - The difficulty in securing tickets for ferries and flights has been a persistent issue, with many flights sold out and ferry tickets being scarce, particularly during peak travel times [8][9] - The ferry service across the Qiongzhou Strait saw a record daily vehicle transport volume of 32,000 units, with significant increases in passenger and vehicle transport compared to previous years [9][10] Group 4: Recommendations for Improvement - Experts suggest enhancing strategic coordination between the Guangdong-Hong Kong-Macao Greater Bay Area and Hainan Free Trade Port, improving management of cross-sea transport, and breaking down administrative barriers to streamline transportation [11]

优化营商环境激发创新活力 2月24日，江苏省具身智能机器人工业数据采集与实训中心举办了一场别开生面的开工仪式，十多台机 器人拱手行礼，与它们的人类"老师"共同开启了这座"机器人学校"的新学期。"春晚上的机器人表演让 更多人看到了具身机器人的应用前景，但要让机器人适应不同岗位，依旧需要'手把手'教。过年期间我 们就收到了不少地区的拜访预约，目前实训中心在手订单充足。"中心牵头单位——天奇股份具身智能 事业部项目经理张子茂说。 发挥创新平台优势，持续打造创新生态，这是江苏推动科技创新与产业创新"双创融合"的关键所在。 新春伊始，江苏九个设区市相继召开"新春第一会"，其中六座城市不约而同将作风建设、优化营商环境 作为开局重点，形成"全省一盘棋、上下齐发力"的奋进态势，既契合当前全国上下强化政绩观建设、弘 扬实干作风的时代要求，更精准把握高质量发展日益依赖优质创新生态的核心逻辑——唯有作风过硬， 才能服务高效；唯有环境优化，才能集聚动能。 一些地市更是亮出"新招""实招"。 泰州聚焦"干部作风提升年"推出17条硬核举措，以作风转变推动服务升级，引导广大党员干部带头干， 以身先士卒的担当凝聚干事创业合力。 南京"新春第 ...

Core Insights - The tourism market during the 2026 Spring Festival is expected to maintain high prosperity, characterized by simultaneous increases in volume and price, along with structural optimization [2][8] - AI technology is increasingly integrated into the entire tourism process, enhancing consumer convenience and experience [3][8] - The cross-border travel market is experiencing significant growth in both outbound and inbound tourism, with a diversified destination structure [5][6] Group 1: Travel Market Trends - The total inter-regional movement of people during the 2026 Spring Festival is anticipated to reach a new high, with growth in passenger flow across civil aviation, railways, and water transport [2] - The hotel market is witnessing both volume and price increases, with hotel night bookings on the Fliggy platform rising by 75% year-on-year during the Spring Festival [2] - Popular tourist cities are seeing significant price increases for hotel accommodations, driven by a segmented travel pattern of "first reunion, then vacation" [2] Group 2: Domestic Tourism - The domestic tourism market is thriving, with Fliggy reporting record-high order volumes and a 10% year-on-year increase in average booking amounts [3] - Traditional and niche destinations are both gaining popularity, reflecting a trend towards diversified experiences in domestic travel [3] - Key scenic spots, such as Zhangjiajie and Qi Yun Mountain, have reported substantial revenue growth during the holiday period, with some locations achieving record highs [3] Group 3: Cross-Border Tourism - The cross-border travel market is experiencing robust growth, with Southeast Asia as a core destination and significant increases in long-haul travel [5] - Outbound travel is dominated by family groups, with popular destinations including Bangkok and Hong Kong, while inbound tourism benefits from visa-free policies and cultural appeal [5][6] - Inbound tourism is showing strong consumer spending, with cities like Beijing and Shanghai leading in visitor numbers and economic contributions [6] Group 4: Investment Opportunities - The tourism sector is expected to benefit from extended holidays, visa-free policies, and rising consumer sentiment, with a favorable outlook for service-oriented consumption [8] - Recommended investment targets include hotel chains such as Jin Jiang Hotels and ShouLai Hotels, as well as online travel agencies like Trip.com and Tongcheng Travel [8]

Group 1: Tourism and Travel - The tourism sector shows resilience with long-distance travel and family-oriented trips as key trends, with 596 million domestic trips taken during the 2026 Spring Festival, generating a total expenditure of 803.48 billion yuan, reflecting a year-on-year increase of 5.7% in daily travel volume and 5.5% in daily spending [2] - Long-distance travel orders accounted for 59.6% of bookings, with an average travel duration of 6.4 days, an increase of 0.5 days year-on-year [2] - Domestic travel orders on the Fliggy platform increased by 80% year-on-year, with average booking amounts rising by approximately 10% [2] Group 2: Offline Consumption - Key retail and catering enterprises saw a daily sales increase of 5.7% compared to the same period in 2025, with a 1.6 percentage point acceleration from the previous year's growth rate [3] - Foot traffic and sales in 78 key pedestrian streets increased by 6.7% and 7.5% year-on-year, respectively, showing an acceleration compared to the 2025 National Day holiday [3] Group 3: Online Consumption - The performance of beauty and skincare brands during the Spring Festival was mixed, with total sales on Douyin ranging from 250 million to 378 million yuan, reflecting a year-on-year growth of about 12%, but a daily sales figure that remained nearly flat [4] - Notable brand performances included a 114.3% increase for Maogeping, driven by category expansion, and a 58.6% increase for Proya, attributed to strong brand performance [4] Group 4: Jewelry Sector - The jewelry sector experienced a decline in sales, with total sales dropping to a range of 260 million to 309 million yuan, a year-on-year decrease of 8.5%, primarily due to high sales bases from the previous year and fluctuating gold prices [5] - Brands like Chow Tai Fook and Luk Fook achieved good growth rates of 100% and 66.7%, respectively, while mass-market brands saw significant declines [5] Group 5: Investment Recommendations - The company maintains a positive outlook on service-oriented and emotional consumption, particularly in travel and beauty sectors, recommending attention to companies like Trip.com and Tongcheng [6] - In the beauty sector, companies with superior category matrix layouts, such as Ying Tong Holdings, are highlighted for potential investment [6]

智通财经APP获悉，中银国际发布研报称，据文旅部数据，26年春节假期9天全国国内出游5.96亿人 次，日均0.66亿人次，同比+5.7%；国内出游总花费8034.83亿元，日均892.76亿元，同比+5.5%，创下 历史新高。海南封关叠加政策红利，春节离岛免税销售热力十足，据海口海关统计，春节假期，海关共 监管离岛免税购物金额27.2亿元，离岛免税购物32.5万人次，分别较去年春节假期增长30.8%、35.4%。 此外，在免签政策驱动下，来华过年成为全球新风尚，入境游成为26年春节新亮点。 中银国际主要观点如下： 超长春节假期点燃出行热情，出行人次和日均文旅花费创新高 春节假期期间，头部景区中，黄山、长白山、峨眉山、九寨沟等头部自然景区的接待游客人次同比增速 均超过10%。祥源文旅旗下项目累计接待量和营收同比均增超30%。文旅演艺项目中，宋城旗下的11台 《千古情》合计上演580场，其中《西安千古情》单日上演21场，再创其单日演出场次和接待人数的新 纪录。 海南封关叠加政策红利，离岛免税销售热力十足 据海口海关统计，春节假期，海关共监管离岛免税购物金额27.2亿元，离岛免税购物32.5万人次，销售 件数199 ...

社会服务 | 证券研究报告 — 行业点评 2026 年 2 月 26 日 强于大市 2026 年春节旅游数据点评 超长春节假期加持，文旅出行市场高景气 26 年春节迎来史上最长假期，出行热情高涨，文旅市场实现开门红。在促服 务消费政策驱动下，出行景气度有望继续走高，维持行业强于大市评级。 支撑评级的要点 投资建议 ◼ 春节假期国内旅游市场无论是出行人次还是花费均创下新高，入境游市 场表现极为亮眼，在促服务消费的政策驱动下，文旅产业链的相关公司有 望维持高景气度。我们重点推荐资源优质、运营强劲、有外延增长预期的 出行链及相关产业链公司：岭南控股、同程旅行、长白山、黄山旅游；受 益于商旅客流复苏以及疫后市占率提高的连锁酒店品牌首旅酒店；免税 市场迎多重政策利好，有望驱动免税销售，推荐中国中免、王府井等。 评级面临的主要风险 ◼ 出行需求复苏不足、宏观经济复苏不及预期。 相关研究报告 《社会服务行业双周报》20260209 《服务消费领域再迎政策利好》20260131 《社会服务行业双周报》20260126 中银国际证券股份有限公司 具备证券投资咨询业务资格 社会服务 证券分析师：李小民 (8621)2032890 ...

Group 1: Global Tourism Trends - In January, the UNWTO predicts a slowdown in global tourism growth to 3%-4% by 2026 after three years of rapid growth, although the overall growth trend remains positive [2] - Major sporting events like the Milan Winter Olympics and the FIFA Men's World Cup in North America will provide new momentum for the global tourism market in 2026 [2] Group 2: US Tourism Insights - The WTTC reports a projected decline of $12.5 billion in international tourist spending in the US by 2025, making it the only country among 184 analyzed to forecast negative growth in international tourist spending last year [3] - The expected international tourism revenue for the US in 2025 is approximately $169 billion, significantly lower than the 2019 peak and lagging behind global tourism growth [3] Group 3: France's Tourism Outlook - France anticipates receiving approximately 102 million international visitors in 2025, a record high, with tourism revenue expected to reach around €77.5 billion, a year-on-year increase of about 9% [4] - The primary source markets for visitors to France remain European countries, with notable growth from North America [4] Group 4: UK Tourism Projections - The UK expects a significant increase in international visitors, with a forecast of £34.6 billion in spending by 2025, marking a 6% increase from 2024 [5] - The number of Chinese visitors to the UK is projected to reach 667,000 in 2026, a 28% increase from 2025, contributing £1.3 billion to the UK economy [5] Group 5: Asia-Pacific Tourism Developments - Australia expects around 1.04 million Chinese visitors by the end of 2025, showing recovery but still below the 1.4 million peak in 2019 [7] - Singapore's international visitor numbers in January reached 1.5 million, a decrease of 8% compared to the same period in 2025, primarily due to seasonal adjustments [7] Group 6: China's Domestic Tourism Growth - In January, China's Ministry of Culture and Tourism reported that domestic travel is expected to reach 6.522 billion trips in 2025, a year-on-year increase of 16.2% [9] - Domestic travel spending is projected to reach ¥6.3 trillion, up 9.5% from the previous year, with urban residents contributing ¥5.3 trillion and rural residents ¥1 trillion [9] Group 7: Corporate Changes in Tourism - Seven tourism companies experienced significant personnel changes in January, including the appointment of Wu Xiaoxia as CFO of Zhejiang Cultural Industry Group [12] - The board of directors of Emei Mountain A appointed Xu Ladi as chairman and Tong Jianming as general manager [12] Group 8: Investment and Equity Changes - Guilin Tourism acquired a 35% stake in Guilin Guizhen Investment Co., making it a wholly-owned subsidiary [17] - Hainan Tourism Investment Group plans to transfer 100% of its leisure company for ¥224 million, expecting a profit of approximately ¥198 million from the transaction [17] Group 9: Key Project Developments - In January, 206 key tourism projects were signed, including the opening of the Western International Short Video Base in Shaanxi and the launch of the Lan Ya Bay Scenic Area in Henan [20] - The signing of the World Fun Carnival project in Tianjin marks a significant investment in the local tourism sector [22] Group 10: Financial Performance of Tourism Companies - Guilin Tourism expects a net profit of ¥11 million for 2025, marking a return to profitability [37] - Jinma Leisure anticipates a net profit of ¥67 million to ¥86 million, representing a significant year-on-year increase [37] - Huashang City expects a net loss of up to ¥15.5 billion for 2025, widening from a loss of ¥8.66 billion in 2024 [42]