一是消费向线下实体场景加速回流。2026年，中国银联支持各地政府继续开展"以旧换新"活动，并联合 商业银行推出叠加优惠，让消费者在升级品质家电的同时享受更优惠的价格。"以旧换新"拉动新春消费 升级，吸引消费者在实体卖场体验成交，更有效撬动交通、百货、品牌专卖店等周边多元消费，线下客 流显著回升。用户在线下参与"以旧换新"活动，同步出现跨场景消费动线，例如乘坐公交地铁等交通出 行类消费、购买奶茶小食或饭店就餐等餐饮类消费，以及服装、百货等其它产品，银联联合商业银行、 品牌商户，联合开展"银联优惠日"品牌营销，推出覆盖购物百货、茶饮轻餐、公交地铁、酒店、影院等 热门场景的支付优惠，激发商圈消费活力。 二是人工智能家电成为热门年货。新春佳节，在"以旧换新"政策的支持下，AI家电成为年货"顶流"，越 来越多的家庭加速迈入"从有到智"的新阶段。在上海五角场苏宁易购Max店，根据食材调整温湿度的智 能保鲜冰箱、主动识别衣物材质实现精细护理的洗烘一体机、能听懂方言并识别模糊指令的智能电视， 成为门店最受欢迎的AI家电"三大件"。在"国补"政策的持续加力下，居民自主消费意愿增强，相关品类 交易规模显著放大，显示出财政资金与民 ...

小小的电影票，正在完成一场身份蜕变。 "滋啦"一声，检票员将一张电影票撕去一半，剩余部分返还于你。现在，小小的电影票根千万别丢。 走进春节档的影院，"年味"与"影味"的交织在众多细节中呈现。小马宝莉联名周边备受青睐、《熊出 没》的打卡区前排起长队……在IP经济和影院社交带动下，电影院的营收结构进一步朝着健康、多元化 发展。 这张小小的纸片，如今不只是通往放映厅的凭证，还可能是商圈里的潮玩手办优先购买码，是火锅店的 折扣券，是热门景点的门票抵扣券，成为观察中国经济内生动力的微观切片。 国家电影局数据显示，截至2月25日，2026年度电影总票房(含预售)已突破90亿。春节档(2.15-2.23)票房 观影人次达1.2亿，观影总场次达435万场，刷新中国影史春节档总场次纪录。 等待看电影。龙雨泉 摄 数字背后，一个更深层的信号正在浮现：电影不再只是电影，而是一把撬动千店百业的"万能钥匙"。 以万达影城为例，春节期间线上线下参与其活动的人次超过千万，商品销售额超过1亿元，销量超过530 万件；近170万件衍生品被观众买回了家。 这还只是票房之外的"增量"，真正的想象力在票根离开影院之后。 "今年春节和家人看电影，检票 ...

为一场演出沸腾，为一次赛事呐喊，为一个展览驻足，为一场讲座奔赴——跨越山海来到北京，拥抱这座城的古往今来、沉浸这座城的生命脉动，诗和远方 有了鲜活的注脚。 沿着习近平总书记指引的方向，北京坚持以文商旅体展深度融合为引擎，不断激发城市创新活力，为全球超大型城市的可持续发展提供了"北京实践"，贡献 了"中国智慧"。 北京中轴线赓续文脉、重塑风貌，引得游客拍照留念。 本报记者 武亦彬摄 一座城，文化遗产从"出圈"走向"长红" "历史文化是城市的灵魂，要像爱惜自己的生命一样保护好城市历史文化遗产。"这是习近平总书记考察北京时提出的重大命题，面对这一时代命题，北京交 出了一份集"保护""活化"与"共生"于一体的精彩答卷。 立春时节，先农坛里格外热闹，来自五湖四海的游客沿着昔日古人的"亲耕路线"，漫步于一处处古建院落，祈愿新年风调雨顺。 随着"北京中轴线——中国理想都城秩序的杰作"成功列入《世界遗产名录》，位于先农坛的北京古代建筑博物馆变"大"了——从2024年底庆成宫开放，到 2025年底北京育才学校先农坛原校址交接，先农坛内坛区域和外坛庆成宫区域恢复贯通，历史格局与风貌进一步恢复。 如今，从观耕台东侧通往庆成宫院落的 ...

今年春节，天水以"票根经济"为抓手，激活消费全链条。麦积山、伏羲庙等五大景区携手全市9家酒店及多家餐饮企业，搭建起一体化消费矩阵。游客凭 当日景区门票，即可领取天水麻辣烫消费券、兑换特色美食礼包，在合作酒店还可享受门市价八折的住宿优惠。这一创新举措，成功将景区"流量"转化为 餐饮、住宿等产业的"留量"，打通"吃住游购娱"全产业链，实现了从单一门票经济向综合消费经济的转型。截至2月23日，五大景区累计核销兑换麻辣烫 礼包10.14万份，带动景区周边麻辣烫门店、特产商店客流大幅增长；9家合作酒店平均入住率同比显著提升，过夜游客同比增长26.32％，消费拉动效应十 分明显。 票根经济赋能 消费场景创新 天水春节文旅市场人气旺消费火 2月25日，记者从市文化和旅游局获悉，2026年丙午马年春节假期，市文旅系统紧扣"热辣滚烫·春暖万家"主题，丰富文旅产品供给、创新"票根经济"消费 模式、全面提升服务品质、严守安全生产底线，全市文旅市场运行平稳有序，圆满实现假日旅游"开门红"。 与此同时，"迎客天下·幸福秦州""欢乐秦州年"第二届文化旅游活动周在秦州区青年北路火热开展，扭秧歌、舞狮、舞蹈等民俗表演轮番上演。市民杨会 霞感 ...

Core Insights - The 2026 Spring Festival box office reached 5.752 billion yuan with 120 million admissions, marking a record in total screenings at over 4.35 million [4][9] - The festival showcased a diverse range of film genres, including comedy, espionage, action, animation, and science fiction, catering to varied audience preferences [5][10] - The ticketing economy, driven by government subsidies and cross-industry collaborations, significantly boosted consumer spending during the festival [9][10] Box Office Performance - The top three films during the Spring Festival were "Fast and Furious 3," "Silent Awakening," and "Bounty Hunter: Wind Rises in the Desert" [4] - "Fast and Furious 3" led the box office with over 2.9 billion yuan, while "Silent Awakening" and "Bounty Hunter" contributed to the overall success of the festival [5][6] Audience Trends - Nearly 60% of the box office revenue came from third- and fourth-tier cities, the highest proportion in six years, indicating a deepening market penetration [7] - Family-oriented viewing experiences were emphasized, with many audiences choosing to watch films together during the holiday season [7] Film Industry Insights - The festival served as a showcase for the industrialization of Chinese cinema, with advanced technology enhancing both production and viewing experiences [8] - Films like "Fast and Furious 3" and "Silent Awakening" utilized high-tech filming techniques, reflecting the industry's growing capabilities [8] Economic Impact - The government initiated a 1.2 billion yuan subsidy program to stimulate the film market, which positively influenced consumer behavior and spending [9] - The concept of "ticket root economy" emerged, linking film attendance to broader consumer activities, such as tourism and dining, thereby enhancing overall economic activity [9][10]

Core Viewpoint - Guangdong Province is launching a comprehensive "Movie+" theme welfare activity during the 2026 Spring Festival to enrich the cultural life of citizens and tourists, stimulate the cultural tourism market, and create a vibrant festive atmosphere [1] Group 1: Subsidies and Discounts - Various ticket purchase subsidies are being introduced across Guangdong, allowing citizens to enjoy tangible discounts, such as a 10 yuan discount for every 30 yuan spent on tickets through the "Zhu Ying Tong" app from February 15 to May 10 [2] - Shenzhen's 247 cinemas are offering 10,000 free movie tickets as part of the "Cultural Tourism Shenzhen New Year Fan Plan" [2] - Guangzhou's labor union is distributing 350 free movie tickets through the "Guangzhou Labor Union" app, while Nansha District offers exclusive discounts for moviegoers holding "2026 Nansha Lantern Festival" tickets [2] Group 2: "Movie+" Consumption Integration - Guangdong is promoting "Movie+Dining" activities, where movie ticket stubs can be used for discounts at partnered restaurants, with discounts ranging from 8.8% to 25 yuan off at various dining establishments [2] - Over 1,000 movie consumption vouchers are being distributed in Qingyuan, allowing holders to enjoy exclusive benefits at 50 local attractions, cinemas, hotels, and restaurants [2] Group 3: Tourism Routes and Activities - The province has developed 60 premium routes titled "Follow the Movie to Tour Guangdong," covering all 21 cities, where visitors can earn movie discount vouchers by checking in at designated scenic spots [3] - In Zhongshan, various activities such as stamp collection, cultural parades, and music events are organized at filming locations of popular movies [3] Group 4: Community Engagement and Public Welfare - During the Spring Festival, several film creators will engage with audiences in Guangdong, sharing behind-the-scenes stories of their films [4] - A total of 15,000 free movie tickets are being distributed for public welfare screenings aimed at specific groups, including sanitation workers and veterans [4] - Various cities are organizing community movie screenings, such as the "Film Enriching Hearts" initiative in Luhua County [4]

丙午新春，青岛文旅市场"马力全开"—— 栈桥畔，近50万人次到访，限流管控多次启动；老城里，第四届新春逛街里节与萝卜·元宵·糖球会同步登场，中山路区域累计接待游客近300万人次，大鲍 岛街区迎客248万人次。 人群穿行在老城街巷，手举糖球，仰拍海鸥。年味在镜头里流转，在脚步间蔓延。滚烫的数字背后，青岛正将文旅的瞬时热度，淬炼为假日经济的持续增 量。 沉浸式体验，变"流量"为"留量" 文｜王雅柳 春节假期，青岛同时跻身途牛"境内自驾游热门目的地Top10"、携程"外国人选择的年味目的地Top10"，以及航旅纵横、去哪儿的"入境游热门目的地 Top10"——这张榜单组合拳，印证着青岛在多个细分赛道的全面发力。 全市10大重点商贸企业销售额3.7亿元，同比增长9.9%；崂山风景区游客量突破30.5万人次；海上旅游联合运营体接待游客14.71万人次，同比激增 89.07%。 数据的张力背后，是消费逻辑的深层嬗变。 人们开始走出家门，将节日的消费半径从客厅延伸至街区、山海与博物馆。"乘船出海、追鸥逐浪"正从偶然体验转向常态消费，成为这座海滨城市的新民 俗。而这一转变，由一系列"新场景"驱动。 市南区第四届新春逛街里节， ...

今年春节，9天假期让人们有了更充裕的时间阖家团圆。"探亲+旅游、反向过年、分段旅游、错峰旅 游"等成为过年新方式。接下来，我们就通过几个关键词，来盘点一下春节文旅消费呈现哪些特点和亮 点。 非遗民俗火热登场 文旅融合成新亮点 第一个关键词是"文化体验"。非遗文化游、年俗游、赶大集、逛庙会、看灯展等这种承载"年味"的体验 型旅游需求大幅增长，成为游客追寻传统年味、感受烟火气的热门选择。在山西吕梁石楼县，当地依托 青铜之乡的资源优势，推出"马跃新春·六味呈祥"系列活动，踩高跷、扭秧歌、晋剧表演等活动轮番上 演。在河南商丘的非遗庙会上，川剧变脸、舞龙舞狮等民俗表演轮番上阵，游客们赏非遗、品年味，在 浓郁的传统氛围中欢度新春佳节。在山东临沂蒙山脚下，从白天的祈福大典、民俗巡游，到夜晚的火舞 芳华、璀璨星河，游客们近距离感受沂蒙传统文化的独特魅力。 入境游持续升温 "中国年"带动"中国游" 第三个关键词，"到中国过年"。随着中国免签"朋友圈"持续扩容，这个春节，越来越多的外国游客选择 到中国过年。从核心城市到特色目的地，从经典打卡到文化沉浸，外国游客在沉浸式体验中读懂中国年 味。据网络平台数据显示，入境游热门目的地为上 ...

央视网消息（焦点访谈）：金马昂首，新春纳福。刚刚过去的丙午年春节假期，消费市场购销两旺持续升温，惠民政策精准发力，政府部门用"真金白 银"撬动消费潜力持续释放。浓厚的年味与强劲的消费活力相互交融，让人们在欢度佳节的同时，尽享消费便利与实惠。火热的消费场景承载着万家团圆的 幸福期盼，也勾勒出中国消费市场提质升级的新图景。 从年货采买到家宴团圆，从城市商圈到乡村市集，从文旅出行到观影热潮，2026年的春节，一幕幕火热的消费场景，彰显出我国消费市场的强劲韧性与蓬勃 活力。交通运输部数据显示，春节假期期间，全社会跨区域人员流动量累计超28亿人次，日均3.11亿人次，同比增长8.2%，出行规模创历史新高。 商务部研究院流通与消费研究所研究员关利欣："今年最大的亮点是越来越多的人愿意走出家门过春节，春节消费覆盖了吃、住、行、游、购、娱全方位消 费场景，不仅有丰富的年俗，还有潮玩新品，还有AI科技赋能，带动了火热的春节消费。" 今年的春节假期有9天，被称为"史上最长春节假期"，这不仅是长假制度优化释放的时间红利，更是居民生活品质提升、消费理念日趋成熟的生动体现。许 多人不再步履匆匆，而是按照团圆、出行、休闲等需求从容安排。 ...

Core Insights - Guangdong's film market has regained its position as the top box office region in China, achieving a box office of 5.68 billion yuan during the Spring Festival, marking a significant comeback after five years [1][2][41] - The resurgence is attributed to a combination of local film productions, the "ticket root economy," and the "Follow the Movie Tour Guangdong" initiative, showcasing a diverse and integrated development model in cultural consumption [1][41] Box Office Performance - As of February 23, Guangdong's box office reached 5.68 billion yuan, accounting for 10.1% of the national total, with over 1.24 million viewers and 463,028 screenings [5][8] - The average ticket price in Guangdong was 45.87 yuan, lower than the national average, effectively stimulating consumer spending in lower-tier markets [8][11] Local Film Contributions - Local productions have significantly contributed to the box office, with notable films like "Silent Awakening" grossing over 8.38 billion yuan and "Boon Year" surpassing 7 billion yuan, highlighting the strength of Guangdong's film industry [15][18][41] - The success of local films reflects the cultural resonance and quality of productions, driving ticket sales and audience engagement [12][41] Public Welfare Initiatives - Various public welfare activities, such as free screenings and discounted tickets for specific groups, have encouraged more people to visit cinemas, enhancing community engagement [21][26] - Initiatives like the "New Year Guangdong Hundred Film Public Welfare Screening" have successfully attracted diverse audiences, promoting cultural consumption [21][26] Economic Integration and "Ticket Root Economy" - The "ticket root economy" has thrived, integrating film with other sectors like dining, tourism, and retail, creating immersive consumer experiences [27][29] - Collaborative promotions between cinemas and local businesses have led to increased foot traffic and sales, demonstrating the economic impact of film on local commerce [31][41] Cultural and Tourism Synergy - The "Follow the Movie Tour Guangdong" initiative has successfully linked film with tourism, creating themed routes that enhance visitor experiences at iconic locations [32][40] - This synergy has resulted in increased tourist numbers and spending, with significant growth in visitor traffic to key attractions during the Spring Festival [40][41] Future Outlook - The Guangdong film market is positioned for continued growth, with ongoing innovations in the "movie+" consumption model and deeper integration with various sectors [43] - The region aims to maintain its status as the leading box office market while enhancing the cultural and economic landscape through diverse and engaging film-related activities [41][43]