人民日报海外版记者 孔德晨 据了解，商务部会同相关部门、地方举办的2026"乐购新春"春节特别活动，涵盖了"好吃""好 住""好行""好游""好购""好玩"6方面内容，打造全域联动、全民乐享的春节消费盛宴。商务部重点监测 的78个步行街（商圈）客流量、营业额比去年同期均有明显增长。各地商圈焕新升级，将文化年味与沉 浸式体验深度融合。春节前后，各地还推出约3万场次各具特色的文旅活动。真金白银直达消费终端， 让政策红利切实转化为民生福利与市场活力。 以旧换新持续释放消费需求。截至2月19日，2026年消费品以旧换新惠及2888万人次，带动销售额 1980.2亿元。其中，汽车以旧换新61.2万辆，带动新车销售额1005.3亿元。智能产品需求旺盛，商务大 数据显示，假期前三天重点平台智能穿戴设备销售额增长19.7%，其中智能眼镜增长2.5倍，智能血糖仪 增长48.6%。海南离岛免税销售较快增长，假期前四天销售额达9.7亿元，增长15.8%。 文旅消费热度高涨 春节期间，文旅市场迎来高峰，服务消费需求集中释放。 同程旅行2月23日发布的《2026春节假期旅游消费盘点报告》（以下简称《报告》）显示，今年春 节假期，"分段 ...

Core Insights - The 2026 Spring Festival holiday, known as the "longest ever," saw significant travel activity, with many people returning home or traveling for leisure, highlighting a trend of "reverse reunion" where children send parents to major cities [1][4]. Group 1: Travel Trends - Traditional cultural experiences remain a major draw for domestic tourism during the Spring Festival, with destinations like Harbin and indoor ski resorts gaining popularity [1][6]. - The trend of "home tourism" has surged, with local and nearby attractions seeing over 100% growth in bookings from residents in central and western cities [2][3]. - The demand for long-distance outbound travel has increased significantly, with popular destinations like Milan seeing hotel bookings rise over 200% compared to the previous year [7]. Group 2: Reverse Reunion Phenomenon - The "reverse reunion" trend has emerged, with older travelers flying to major cities to celebrate the holiday with their children, leading to a fivefold increase in ticket sales for certain routes [4][5]. - Young adults are increasingly taking the initiative to host their parents in urban settings, shifting the traditional family reunion dynamics [4][5]. Group 3: Winter and Escape Tourism - Winter tourism remains a popular choice, with destinations in Northeast China and indoor ski resorts attracting significant interest [6]. - Southern destinations like Hainan and Guangdong are favored for winter escapes, with high demand for leisure and wellness tourism [6]. Group 4: Outbound Travel Growth - The Spring Festival holiday has stimulated outbound travel, particularly to nearby Asian countries, with family groups being the primary travelers [7]. - The Winter Olympics in Milan has also contributed to increased travel interest, with families combining event attendance with sightseeing [7].

Core Insights - The Chinese consumer market showed strong vitality during the recent Spring Festival, with significant increases in retail and dining sales, driven by government policies and promotional activities [4][5][6] Group 1: Consumer Spending Trends - During the first four days of the Spring Festival, the average daily sales of key retail and catering enterprises increased by 8.6% compared to the same period in 2025 [4] - The government allocated 625 billion yuan for consumer goods replacement subsidies, with 20.5 billion yuan distributed through vouchers and subsidies directly to consumers [5][6] - The "2026 Spring Festival Special Event" included various activities across six categories, enhancing consumer engagement and spending [5] Group 2: Travel and Tourism Insights - The travel market peaked during the Spring Festival, with a 38% increase in air travel compared to the previous year [7] - Popular destinations included Shantou, Fuzhou, and Beijing, with hotel bookings in some areas increasing by over 80% [7][8] - The demand for ice and snow tourism surged, with popular destinations including Harbin and Zhangjiakou [7] Group 3: New Consumption Patterns - New consumption scenarios and business models emerged during the Spring Festival, with technology enhancing traditional cultural experiences [9] - The use of AI in travel planning became a new trend, with a significant portion of inquiries related to transportation and local customs [9] - Cross-border travel saw a notable increase, with long-haul outbound travel products experiencing significant booking growth [10]

行业动态报告 · 社会服务行业 假期安排优化推动景气回升，免税高增延续 —— 2026 年春节假期数据点评 2026 年 02 月 22 日 核心观点 社会服务行业 | | | 分析师 顾熹闽 ：18916370173 ：guximin_yj@chinastock.com.cn 分析师登记编码：S0130522070001 研究助理：邱爽 ：qiushuang_yj@chinastock.com.cn 相对沪深 300 表现图 2026 年 02 月 13 日 -20% -10% 0% 10% 20% 30% 2025/2/24 2025/3/24 2025/4/24 2025/5/24 2025/6/24 2025/7/24 2025/8/24 2025/9/24 2025/10/24 2025/11/24 2025/12/24 2026/1/24 SW社会服务 沪深300 资料来源：中国银河证券研究院 相关研究 1.【银河社服】CPI 专题报告：服务消费 CPI 能否 重回增长？ 2.【银河社服】2 月投资月报：超长假期赋能，平台 与免税赛道迎红利 3.【银河社服】1 月投资月报：旺季更旺，1 月布局 高 ...

Group 1 - The spring market trend after the holiday is expected to continue, with price increases being a core focus for the first quarter [12] - The Ministry of Commerce emphasizes the importance of restoring global semiconductor supply chains and urges cooperation between China and the Netherlands [1] - The National Energy Administration plans to implement a new energy system and various energy planning initiatives by 2026, focusing on strategic projects and small-scale projects [2] Group 2 - The China Securities Regulatory Commission (CSRC) has taken action against Tianfeng Securities for illegal financing and information disclosure violations related to Wuhan Contemporary Technology Group [6] - The CSRC has also initiated an investigation into Qunke Technology for misleading statements during its overseas IPO process [7] - The market experienced significant declines, with major U.S. indices dropping, and notable movements in technology stocks, including Nvidia and Apple showing slight gains while others fell [9][11]

Group 1 - The core viewpoint of the article highlights a significant increase in tourism and hotel bookings in Liaoning province during the Spring Festival, particularly in Shenyang, driven by both local and out-of-town visitors seeking traditional holiday experiences [1] Group 2 - The report from Tongcheng Travel indicates that the order volume for scenic spots in Liaoning surged by over 280% compared to last year, with Shenyang's orders doubling [1] - Popular attractions include the Qipanshan Ice and Snow World and the Shenyang Imperial Palace, which have seen a notable influx of visitors, including families and students from other regions [1] - Hotel bookings in the province have also seen a dramatic rise, with Shenyang and Dalian experiencing nearly a 100% increase, while Dandong's bookings rose by over 150% and Jinzhou's by more than 130% [1]

Group 1 - The Beijing Longfu Temple New Year Market attracted over 120,000 visitors on February 20, setting a historical record, with a focus on "Fu" culture and diverse consumer needs [1] - The search interest for traditional events like lantern festivals and temple fairs increased by 117% during the holiday, indicating a strong demand for cultural experiences [2] - Hotel prices surged by over 30% during the first five days of the holiday, reflecting a significant increase in domestic travel and accommodation demand [3] Group 2 - The Harbin Ice and Snow World recorded over 120,000 visitors in a single day during the holiday, showcasing the appeal of winter tourism [4] - Hainan's duty-free shopping saw a revenue increase of 19% and a visitor increase of 24.6% in the first five days of the holiday, highlighting the attractiveness of southern destinations [4] - The Guangzhou Baiyun Airport experienced a surge in international travelers, with a predicted average of over 2.05 million inbound and outbound passengers daily during the holiday, marking a 14.1% increase from the previous year [6]

● 本报记者 杨梓岩 "多代同游"与"反向过年"并行 春节假期，旅游市场交出了一份颇具分量的成绩单。记者综合多个在线旅行平台数据注意到，国内游订 单量、酒店间夜量等核心指标再创新高的同时，今年春节旅游市场呈现出诸多结构性变化：家庭出游 中，"多代同游"与"反向过年"并行；县域旅游不再仅靠景区拉动，返乡人群成为新的消费动力；AI技术 从"工具"向"管家"角色转变，正在重塑游客的决策方式。 同程旅行数据也显示，黄山黟县、桂林阳朔县、晋中平遥县等县域目的地的酒店及景点预订热度位居全 国前列，其中黟县、阳朔县的酒店预订热度同比增长均超400%。程超功认为，"今年春节热度蹿升最快 的，往往是那些返乡人群聚集地区的本地景区。他们回都回来了，自然要重新发现家乡的美。" 值得注意的是，县域旅游的爆发并非短暂现象。程超功指出，随着航线网络持续织密，更多小机场所在 城市成为春节出游的新选择。武夷山、邢台、永州、岳阳等小机场城市的机票预订量大幅增长，"飞不 到"变成"随便飞"，交通基础设施的完善正在为县域旅游提供长期支撑。 AI从工具变"管家" 今年春节，家庭出游的内涵正在发生变化。美团数据显示，春节期间亲子票预订量同比增长76% ...

◎记者 武斌 家家户户挂起花灯，城市街角点缀灯饰，各大景区内灯火璀璨……步入春节假期的山西，犹如穿行一场 沉浸式的古城灯会，不仅让夜间消费"火"了起来，也让跨越千年的历史文化在烟火气中"活"了过来。 走进拥有1800多年历史的忻州古城，一场融合了历史底蕴与生肖文化的新春光影盛宴正在上演。这场自 2月4日开启的"马年城墙灯展"，在春节期间吸引了数十万人观展。 "灯展是古城新春文旅的重头戏，主打一步一景、灯随步移的观展新体验。"忻州古城融媒体中心负责人 段彬告诉上海证券报记者，今年的古城灯展在深挖地域文化的基础上，将生肖"马"文化的精神内核与古 城历史底蕴相融合，以光影叙事再现忻州古城"晋北锁钥"的历史风骨。 灯影斑驳的古城墙下，同步开启的"新春非遗大集"在夜里依旧人声鼎沸。糖人、面塑、剪纸……手艺人 们指尖生花；打铁花、凤秧歌、飞火流星……传统民俗表演引得阵阵喝彩。浓郁的年味儿不仅留住了游 客，也让非遗技艺从展台走进了日常。 "吹！再吹！"古城的一角，李军正指导小朋友体验吹糖人，引得不少游客围观。"5年前古城开门迎客， 我就在这里摆起了摊。"作为这项老手艺的非遗传承人，如今的李军不再以赶会为生，而是随着忻州古 ...

2026年农历马年春节，多个知名景区"一票难求"，周边游、长线游等旅游消费亮点纷呈。从北国冰雪到 南国暖阳，从古城年俗到现代都市，"流动的中国"正以更新的姿态，展现出春节文旅市场的蓬勃活力。 《证券日报》记者梳理携程、同程旅行、美团等多家平台的数据发现，春节假期，返乡探亲和休闲度假 需求叠加，旅游出行订单、旅客运输量均迎来大幅增长。游客出游频次更高、游玩内容更丰富，人均旅 游消费持续提升。这不仅折射出人们对美好生活的向往，也是文旅消费市场强劲复苏的生动注脚。 热度全面提升 守岁迎新后，不少人开启错峰出行模式，实现团圆与出游双向兼顾。飞猪数据显示，春节假期国内游人 均预订金额较去年同期提升约10%，其中，包含住宿和玩乐权益的热门乐园及景点套餐商品订单量同比 增长140%。 美团旅行数据显示，大年初二开始掀起一波出行小高峰，初二至初五期间，机票预订量同比增长40%。 热门出行目的地集中在北京、成都、广州、重庆、上海等核心城市。 飞猪数据显示，春节假期，一批中小城市凭借独特魅力快速"出圈"，开封、崇左、荆州、阿勒泰、普洱 等地订单量较去年同期增长均超1倍。 在"约满、限流、爆满"成为今年春节各大景区常态的同时，返乡 ...