Travel and Tourism - The 2026 Spring Festival holiday saw a record 9-day duration, leading to unprecedented activity in the consumption and travel markets, with a total of 95 billion person-times of cross-regional movement during the Spring Festival travel period, marking a historical high [1] - Domestic tourism experienced explosive growth, with 6.05 billion domestic trips taken during the holiday, a 20% increase year-on-year, and tourism revenue reaching 792 billion yuan, up 17% [2] - The trend of "reverse tourism" emerged, with a significant increase in ticket bookings for "reverse reunion" trips, up 84% year-on-year, as more people chose to celebrate the holiday in their work cities [2] Transportation - The peak travel day on February 22 saw a flow of 380 million people, a 12.3% increase compared to the previous year, with self-driving trips accounting for about 80% of the total [1] - The civil aviation sector is expected to send 95 million passengers during the 40-day Spring Festival travel period, with popular domestic routes centered around major cities like Beijing, Shanghai, Guangzhou, and Shenzhen [1] Retail and Dining - Retail and dining markets reached historical highs, with key retail and catering enterprises reporting a daily sales increase of 10.6%, and foot traffic and sales in 78 key pedestrian streets rising by 23.2% and 33.2%, respectively [3] - The trend of pre-prepared meals gained popularity, with sales increasing by 80.7% during the holiday, as over 60% of families adopted a "half-cooking" approach [3] Cultural Events - Traditional customs became a major draw for the tourism market, with cities like Shantou, Fuzhou, and Beijing ranking as the top destinations for cultural experiences [2] - Non-material cultural heritage activities significantly boosted local economies, with hotel bookings in related areas increasing by over 200% [2] Entertainment - The film market set new records during the Spring Festival, with total box office revenue surpassing 5.608 billion yuan and the number of screenings reaching 4.3508 million, breaking historical records [4]

2026年"史上最长春节假期"落下帷幕。长达九天的假期充分释放文旅消费潜力，国内多地景区再现"一 票难求"的火热景象，住宿市场呈现量价齐升的良好态势；与此同时，出境游市场同步升温，中短途目 的地持续领跑，长线目的地凭借特色资源实现热度突破，出入境双向文旅交流愈发活跃。 年味引领国内游消费热潮，多元场景全面开花 不同于以往单一的出游模式，2026年春节国内游以"追寻传统年味"为核心主线，叠加超长假期的有力带 动，形成了城市游、县域游、冰雪游、避寒游并行的消费格局，出游方式更趋灵活，住宿市场同步升 级，小众目的地加速出圈，全方位释放出文旅消费潜力。其中，传统年俗与南北气候差异催生的特色出 游，成为国内游市场最亮眼的核心看点。 深挖传统年俗文化内涵，成为国内游吸引游客的关键所在。各地以非遗展示、民俗展演、灯会庙会等特 色活动为载体，打造出差异化文旅产品。同程旅行数据显示，汕头、福州、北京等十座城市成为主 打"年味儿游"的热门目的地，广东省表现尤为突出。当地以"请到广东过大年"为主题，将非遗年俗与惠 民补贴相结合，带动汕头等目的地酒店预订热度同比增幅超80%；福州、赣州、德宏等地也凭借丰富的 民俗活动，有效激活了当地 ...

三亚·亚特兰蒂斯在海南自贸港封关后的首个新春旅游旺季交出亮眼答卷：九日总营业额突破1.24亿元， 同比增长20%；平均入住率达98%，平均每日房价同比上涨17%，创下历史最佳春节表现。节日期间， 沉浸式魔术餐秀、水舞表演、C秀亚特兰蒂斯重现，水世界台风漂流河，珍稀海洋生物亮相，海豚见面 会及春晚同款机器人表演等系列活动轮番上演，融合中国年味与国际演艺资源、艺术表达与前沿科技体 验，成为自贸港开放活力与国际化服务能力的生动缩影。 位于长三角的太仓阿尔卑斯国际度假区，则以冰雪消费热潮为引擎，推出除夕团圆宴、冰雪燃灯节、烟 花盛典、雪地趣味运动会等系列主题活动，带动多项运营指标刷新纪录。阿尔卑斯雪世界客流与营业额 同比增长30%，单日客流与营业额连续突破历史峰值，滑雪学校教学收入连续两日创新高，凸显全民上 冰雪热情。Club Med白日方舟·太仓度假村平均入住率近90%，并实现连续五日满房，进一步释放"冰雪 +度假"消费潜力。 在彩云之南，丽江地中海国际度假区深耕在地文化内容，春节期间举办第三届阿美泽非遗文化节，以纳 西星年为主题，连续8天呈现民族歌舞、非遗演艺与千人长街宴等沉浸式活动，入园人数破万，创历史 新高， ...

| 上证指数 | 深证成指 | 北证5( | | --- | --- | --- | | 4117.41 | 14291.57 | 1535.4 | | +35.34 +0.87% +191.38 +1.36% +5.66 +0 | | | | 科创20 | 创业板指 | 万得全/ | | 1465.37 | 3308.26 | 6828.5 | | -4.97 -0.34% +32.31 +0.99% +71.78 +1 | | | | 沪深300 | 中证500 | 中证A5( | | 4707.54 | 8392.91 | 5910.7 | | +47.14 +1.01% +93.32 +1.12% +70.01 +1 | | | | 中证1000 | 中证2000 | 中证红 | | 8299.77 | 3536.69 | 5754.4 | | +94.94 +1.16% +43.51 +1.25% +86.19 +1 | | | 马年首个交易日，A股三大指数今日集体走高，截至收盘，沪指涨0.87%报4117点，深证成指涨1.36%，创业板指涨0.99%。全市场成交额2.22万亿元，较前 一交易日增量 ...

Group 1 - The Spring Festival holiday saw a record high in domestic travel orders, with ticket orders increasing by over 80% and hotel night bookings rising by 75% year-on-year [1] - There was a significant increase in travel demand during the holiday, with orders from the second to the fifth day of the new year growing by approximately 30% compared to last year [1] - The average booking amount for domestic travel during the Spring Festival increased by about 10% compared to last year, with high-star hotels averaging nearly 3 nights per booking [3] Group 2 - AI-assisted booking services experienced a surge, with AI orders on the Fliggy platform increasing by over 800% during the holiday, and ticket orders via AI rising more than 24 times [5] - The popularity of ice and snow tourism also surged, with orders for such activities increasing by over 200% during the holiday, highlighting destinations like Changbai Mountain and Yabuli [5] - Cross-border travel continued to grow strongly, with outbound travel orders for flights, hotels, and local activities maintaining a year-on-year growth rate of over 30% [7] Group 3 - The influx of foreign tourists to China during the Spring Festival was notable, with inbound flight orders increasing nearly tenfold, particularly in cities like Shanghai and Guangzhou [7] - The end of the holiday period marks a peak for off-peak travel, with significant discounts on flights available on platforms like Fliggy, with prices for certain routes dropping below 400 yuan [7]

【长白山】春节假期9天同比去年8天假期，客流同比增长17%（今年初六关闭一天） 【黄山旅游】黄山南门收 马年春节景区出行超预期，高基数下再创新高【申万零售社服】 部分景区春节数据更新（持续更新ing) 【三峡旅游】（今年九天对比去年八天）游船类接待量同比增56% 【丽江股份】年三十到初六客流增长突破20% 【九华旅游】初一至初六，九华山接待客流31万人次，相较25年春节初一至初六增长24.5% 【岭南控股】出境长线游人数同比增长38%，土耳其成为春节出境游市场的"黑马"——收客人数同比增长152% 观点 马年春节景区出行超预期，高基数下再创新高【申万零售社服】 部分景区春节数据更新（持续更新ing) 【三峡旅游】（今年九天对比去年八天）游船类接待量同比增56% 【丽江股份】年三十到初六客流增长突破20% 【九华旅游】初一至初六，九华山接待客流31万人次，相较25年春节初一至初六增长24.5% 【长白山】春节假期9天同比去年8天假期，客流同比增长17%（今年初六关闭一天） 【黄山旅游】黄山南门收费站车流量日均增长20%，单日高峰增长30% 【祥源文旅】春节假期前四天，祥源文旅累计接待游客量26.45万人，同比增 ...

Key Points Summary Industry Overview - The report focuses on the internet and hospitality sectors, highlighting key companies such as Alibaba, Meituan, Ctrip, and various hotel chains [1][2]. Core Insights and Arguments - **Alibaba**: Continued recommendation based on positive outlook for its cloud services and Q&A development prospects [1]. - **Meituan**: No significant changes in fundamentals; stock price correction before the Spring Festival has made its valuation more attractive, thus maintaining a recommendation [1]. - **Hospitality Sector**: The revenue per available room (RevPAR) for hotels exceeded expectations during the Spring Festival, leading to recommendations for Atour Hotel, Huazhu Group, and Ctrip [1]. - **Ctrip's Earnings Call**: Important to monitor Ctrip's upcoming earnings call for insights on regulatory perspectives and agent-related issues [1]. Additional Important Content - A diverse range of companies is recommended across various sectors, including internet (Alibaba, Meituan, Ctrip, Pinduoduo, Kuaishou, Didi Chuxing, JD.com), social services (Atour Hotel, Huazhu Group, Luckin Coffee), and retail (Wancheng Group, Mingming Hen Mang, Miniso, Yonghui Supermarket) [2].

银河证券表示，受益于今年春节假期制度安排优化，在调休优化、除夕纳入假期内后，26年春节居民远 途出行交通方式增速上行，预计将有利于提升人均消费。 据CADAS数据，自大年初一开始，伴随居民开启旅游出行，国内航线客座率同比提升幅度平均达到 3pct（此前为1-2pct），机票含油均价同比增速开始由负转正，2.17-2.20票价同比4.9%~6.8%。 随着春节假期结束，旅游板块热度回落，免税概念快速下挫，中国中免一度触及跌停，长白山、大连圣 亚、君亭酒店、海南机场等领跌，旅游ETF（562510）盘中跌超2%。 ...

Overall Market Outlook - The tourism market is experiencing a significant boom during the extended Spring Festival holiday, which lasts for 9 days, benefiting from favorable weather conditions and travel patterns [1][8] - The demand for travel is expected to exceed expectations, driven by service consumption policies and the trend of multi-destination travel [1][8] Travel Trends - The extended holiday has reshaped travel structures, leading to a rise in multi-segment trips, with users averaging 5.9 days of travel, an increase of 1.1 days year-on-year [2] - There is a notable increase in travelers visiting multiple destinations, with a 19 percentage point rise in the proportion of tourists visiting two destinations [2] - The flow of travelers is shifting, with a significant increase in "reverse urbanization" as older generations travel to cities [2] Hotel Performance - Hotel occupancy rates (Occ) averaged 50.0% during the first seven days of the holiday, up 3.1 percentage points year-on-year, with an average daily rate (ADR) of 300.4 yuan, an increase of 11.0% [3] - The average revenue per available room (RevPAR) reached 150.4 yuan, reflecting an 18.6% year-on-year growth, significantly surpassing pre-holiday expectations [3] Duty-Free Sales - Duty-free sales in Hainan have seen substantial growth, with sales reaching 13.8 billion yuan and 17.7 million visitors during the first five days of the holiday, marking increases of 19% and 24.6% respectively [5] - Sanya's duty-free sales exceeded 2 billion yuan on the first day of the Lunar New Year, maintaining above 2 billion yuan for several consecutive days, with year-on-year growth rates ranging from 18.2% to 36.7% [5] Scenic Spots - Tourist traffic at scenic spots has been robust, leading to several locations issuing crowd control notices [6] - Notable increases in visitor numbers have been reported at various attractions, with some locations experiencing double-digit growth year-on-year [6] Gaming Industry - Macau's visitor numbers during the holiday period showed a 7.9% increase year-on-year, with mainland visitors up 9.7%, indicating a strong recovery [7] - The gaming revenue growth rate for February is projected to be around 5%, supported by the holiday's long tail effect [7] Investment Strategy - The service industry is expected to benefit from supportive policies, with a focus on leisure travel and consumption [8] - Recommended investment themes include high-quality leisure travel stocks, stable and growth-oriented companies in the cyclical leisure sector, and companies with high demand elasticity in the recovering market [8]

出行票房等数据亮眼 机场的数据折射出新春"开门红"，客流量持续增长。今年2月20日，上海国际机场股份有限公司（以下 简称"上海机场"）单日客流量达到42.49万人次，其中浦东机场27.57万人次、虹桥机场14.92万人次，同 比增长6.4%，创下历史新高，迎来新年"开门红"。上海机场预计，今年春运期间，上海浦东、虹桥两场 的航班量将达到9.6万架次（浦东机场6.5万架次、虹桥机场3.1万架次），同比增长1.9%；旅客吞吐量达 到1553万人次，日均38.8万人次，同比增长3.6%。 今年春运，随着我国免签"朋友圈"再增加加拿大、英国两国，以及出入境游、北方冰雪游、南方避寒游 热度持续走高，上海机场客流量持续增长。快报数据显示，自2月2日春运启动至2月20日，上海机场共 保障进出港航班超4.6万架次，其中浦东机场3.1万架次、虹桥机场1.5万架次，同比春运同期增长2.7%； 保障进出港旅客743.4万人次，其中浦东机场480.6万人次、虹桥机场262.8万人次，同比春运同期增长 3.8%。 广州白云国际机场股份有限公司（以下简称"白云机场"）春节期间多项数据创历史新高。2026年春运第 20天（2月21日），白 ...