2025年底，中共中央办公厅、国务院办公厅联合印发《关于做好2026年元旦春节期间有关工作的通 知》，提出要"丰富旅游产品，提升旅游品质和旅游体验，推出系列消费惠民措施"，为新春文旅市场发 展指明方向、注入动力。 记者注意到，2026年春节假期临近，足足9天的假期点燃了群众出游的热情，也为新春文旅市场按下"加 速键"。 从旅行平台的数据来看，近一个月来，机票、酒店民宿、跟团游等主要产品预订热度不断走高。中国旅 游研究院的预测显示，2026年春节期间，长线游订单占比将从去年的38%大幅提升至55%，旅游领域新 增消费有望突破800亿元。 差异化消费凸显 比如，历年春节，返乡团圆都是出行的主流，而如今，"反向过年"成为一种流行趋势，被越来越多的年 轻人接受和选择。不少在一线城市安家立业，或是身为独生子女的年轻人，不再执着于回老家过年，而 是选择把老家的父母接到自己工作生活的大城市。 除了价格维度的差异化，不同人群的出游选择也各具特色，让2026年春节旅游消费市场更具层次感和多 样性。 中国旅行社协会联合途牛旅游网发布的《2026春节旅游消费趋势报告》显示，"80后、90后"是春节旅游 的主力军，预订出游人次占比达 ...

Core Viewpoint - Beijing is actively promoting its unique cultural and consumer experiences during the Spring Festival, attracting both domestic and international visitors to celebrate the holiday in the city [1][2]. Group 1: Consumer Market Characteristics - The Beijing consumer market is characterized by a blend of traditional and modern cultural experiences, offering both historical sites and contemporary activities [2]. - Culinary offerings range from traditional restaurants to innovative dining experiences, ensuring a rich gastronomic experience for visitors [2]. - Winter sports and activities, leveraging the legacy of the Winter Olympics, are available in various parks and venues, enhancing the festive atmosphere [2]. - The city has upgraded its commercial facilities and is implementing promotional activities to optimize the shopping environment for visitors [2]. Group 2: Cultural Events and Activities - The Beijing Folk Society highlights the significance of traditional fairs and cultural events during the Spring Festival, showcasing the city's rich cultural heritage [3][4]. - Recommended events include the Dongyue Temple Fair and the Summer Palace's cultural exhibition, which blend tradition with modern technology [4]. Group 3: Travel and Transportation - Discounted train tickets are being offered for travel to Beijing during the Spring Festival, with prices as low as 76 yuan for certain routes, significantly lower than regular fares [6][7]. - The railway department is promoting these discounts to encourage travel during off-peak times, facilitating a more balanced flow of passengers [7][8]. Group 4: International Perspective - International visitors, such as those from South Korea, are increasingly interested in experiencing the traditional aspects of the Chinese New Year, highlighting the cultural significance of the holiday [10]. - The evolution of the Spring Festival in Beijing, with its enhanced consumer convenience and preserved traditions, is seen as an attractive feature for foreign tourists [10].

"反向过年"的兴起，是交通与公共服务进步的生动体现。如今，"八纵八横"高铁网越织越密，普速列车 全域覆盖，千里路途缩为朝夕可达。交通路网与数字服务的日趋便捷，城市适老配套服务的快速发展， 为"反向过年"提供了坚实的现实基础，让"反向"团圆成为可能。 "反向过年"不仅带来了亲情的团聚，更在多个层面产生了积极影响。在亲情层面，它丰富了家庭团聚的 场景与内涵，促进了家庭成员在城市新环境中的情感互动与代际理解。在经济层面，年轻人接父母进 城，会提前准备生活用品、订好年夜饭，父母还可能去周边游玩，这些都有效拉动了消费。在文化层 面，年轻人入村过年，体现了他们对传统文化的热爱与传承。他们从"打卡景点"转向"深度体验"，渴望 融入当地文化、历史与生活，让传统文化在新时代焕发出新的生机。 （来源：劳动午报） 转自：劳动午报 近年来，传统"子女返乡"的单向团圆格局被打破。据美团旅行日前发布的数据显示，2026年春运期 间，"反向过年"的车票预订量增长明显。2月初至2月中下旬，"反向过年"的机票预订量同比增长84%。 其中，一线和新一线城市最为热门，部分航司还推出"父母出行安心护航"计划。（2月7日 中新网） 今年春节，"反向过 ...

距离2026年春节仅剩一周，而第一批请假的人已开始提前过年。来自美团旅行的数据显示，春节酒店入住小高峰从2月7日开启，首批"请6休17"的游客率先 入住酒店，马年春节"酒店提前订"同比增长63%。 云南方面，截至2月上旬，云南春节文旅预订增速达54%。芒市网红体验"缅式洗头"热度上涨182%，网红大集"丙午街集市"热度上涨156%，当地美食"活螃 蟹"搜索量上涨123%，更多云南小城成为游客热衷探索的目的地。 小城玩法多 "反向过年"Top10黑马酒店目的地出炉 反向过年浪潮下，一线城市游客去秘境小城、少数民族聚居区寻找传统年味。美团旅行数据显示，云南普洱、德宏、保山、迪庆，成为春节一线城市游 客"反向过年"黑马酒店预订目的地。 游客青睐于这些小城，当然是因为其有区别于大城市的玩法。例如，去普洱景迈山徒步古茶林、去德宏赶集买1米长的"网红大豆荚"、去保山逛咖啡庄园、 去迪庆过藏历新年……更多小众、地道的在地体验，让游客"像本地人一样悠闲生活"，吸引一线城市游客"去小城过大年"。 春节家庭游热度高企、"反向过年"等新趋势频出，更多本地玩法成为吸引异地游客的金字招牌。美团旅行相关负责人表示，平台已上线"新春欢聚游 ...

Core Insights - The article highlights the integration of traditional Chinese New Year customs with new technologies and retail formats, emphasizing the role of Meituan in enhancing the festive consumer experience through AI and innovative activities [1] Group 1: Food Consumption Trends - The Chinese catering market is experiencing a strong recovery, with an expected 9-day holiday and supportive consumption policies leading to 9.5 billion dining experiences during the Spring Festival [2] - There is a shift in dining consumption from basic needs to diverse experiences and emotional values, with a 26% increase in searches related to "gathering scenes" and a 42% surge in "family gatherings" [2] - Traditional and regional cuisines are gaining popularity, with searches for specific dishes like "long table banquet" in Wuhan increasing by 180% and "Wuyi tea banquet" in Fujian rising by 660% [3] Group 2: Alcohol Consumption - Instant retail is becoming a key channel for alcohol consumption during the Spring Festival, with major liquor brands partnering with Meituan for enhanced service and convenience [4] - Moutai has expanded its partnership with Meituan, increasing its official store presence to nearly 3,000 across 245 cities, focusing on authenticity and service quality [6] - The collaboration with Xijiu aims to provide direct supply and quick delivery, enhancing consumer confidence in purchasing premium liquor [6] Group 3: Travel Trends - The Spring Festival travel season has seen a 30% increase in train ticket bookings and a 47% rise in flight bookings, with "reverse New Year" travel patterns gaining traction [8] - Popular destinations include Beijing, Shanghai, and Chengdu, with significant increases in travel to areas known for unique cultural experiences [8] - Meituan is implementing various services to facilitate travel, including price comparison and special assistance for elderly travelers [8] Group 4: Retail and Consumer Goods - Instant retail is reshaping the consumption of New Year goods, with significant sales increases in various categories, including craft beer and digital appliances [9] - Meituan has launched a New Year shopping festival, collaborating with over 100,000 stores to offer discounts and promotions, enhancing consumer engagement [9] - The platform is also supporting local businesses by providing increased visibility and resources during the peak shopping season [9] Group 5: Health and Wellness - Health has become a central theme for New Year consumption, with increased spending across all age groups, particularly among younger consumers [10] - There is a notable rise in demand for health-related services, including dental and eye care, with significant increases in service requests during the holiday period [10] - Meituan is promoting health services through special offers and partnerships with healthcare providers to meet rising consumer demand [10][11] Conclusion - The integration of new technologies and retail formats with traditional customs is redefining the Spring Festival experience, showcasing the resilience and vitality of the Chinese consumer market [12]

Core Viewpoint - The demand for dining at Haidilao during the 2026 Spring Festival is significantly high, with over 50,000 tables already booked for New Year's Eve, indicating a strong consumer interest in festive dining experiences [5][6][29]. Group 1 - Haidilao has received over 50,000 reservations for New Year's Eve dining, with more than 1,000 locations operating on that day to meet consumer demand [3][5][6]. - The company is expanding its offerings with over ten new stores and diverse dining experiences to cater to the festive season [4][6]. - From the second day of the Lunar New Year, over 1,300 Haidilao locations will resume normal operations, enhancing service availability during the holiday [6][7]. Group 2 - The trend of "reverse reunion" during the Spring Festival is on the rise, with families opting to bring older generations into cities or travel with friends, as evidenced by a significant increase in ticket bookings for this travel style [24][26]. - The demand for local dining experiences during the New Year's Eve is reflected in the high proportion of reservations from local residents, indicating a shift towards family-oriented gatherings [30][31]. - In popular tourist cities, the consumption pattern of celebrating New Year's Eve locally is becoming more pronounced, with many customers choosing to combine travel with family reunions [32][33].

Core Insights - The company is experiencing a surge in reservations for Chinese New Year, with over 50,000 tables booked for New Year's Eve across its locations [2][5] - More than 1,000 outlets will remain open on New Year's Eve, and over 1,200 will open on the first day of the new year, indicating a strong commitment to meet customer demand during the festive season [2][8] Group 1: Customer Trends - There is a notable shift in family dining preferences, with many families opting for "reverse reunion" celebrations, bringing parents to urban areas for the holiday [4][5] - The trend of dining out for New Year's Eve is becoming more prominent, especially in popular tourist cities, where customers combine travel with family gatherings [5][6] Group 2: New Offerings - The company has introduced themed dining experiences, such as the "My Little Pony" series, to enhance the festive atmosphere and engage customers of all ages [4][7] - New store formats, including family-friendly and pet-friendly locations, are being launched to cater to diverse customer needs during the holiday season [6][8] Group 3: Operational Strategy - The company is increasing its workforce to ensure high-quality service during the busy holiday period, implementing various recruitment strategies to prepare for the influx of customers [8] - Initiatives such as employee engagement activities and family-oriented programs are being organized to foster a positive work environment and support staff during the festive season [8]

Group 1 - The core viewpoint of the articles highlights the significant increase in cross-regional passenger flow during the Spring Festival travel season, with a total of 224.28 million trips expected on February 8, marking a 0.8% increase from the previous day and the same percentage increase compared to last year [1] - The total cross-regional passenger flow for the first week of the Spring Festival is projected to reach 1.413 billion trips, averaging 20.19 million trips per day, which is a 2.0% increase year-on-year [1] - Railway passenger volume is expected to accumulate to 86.02 million trips, with a daily average of 1.23 million trips, reflecting a 0.2% increase compared to last year [1] - Waterway passenger volume is projected to reach 4.89 million trips, with a daily average of 699,000 trips, showing a significant year-on-year increase of 14.7% [1] - Civil aviation passenger volume is expected to total 16.32 million trips, averaging 233,200 trips per day, which is a 6.1% increase from the previous year [1] Group 2 - Self-driving travel has become the primary mode of transportation during the Spring Festival, with road passenger flow, including non-commercial vehicles and public transport, accumulating to 1.30599 billion trips, averaging 18.66 million trips per day, a 2.1% increase year-on-year [1] - Didi Chuxing reports a 23% increase in demand for intercity rides since the start of the Spring Festival, indicating a growing trend of "reverse New Year" travel, with a projected 21% increase in ride-hailing demand in first-tier cities before the Spring Festival [1] - Car rental has emerged as a new choice for public transportation, with an expected double-digit growth in daily orders during the Spring Festival holiday, and Shenzhou Car Rental reporting over a 70% increase in cross-city orders and a sixfold increase in bookings for new energy vehicles [2] - Overall, passenger flow is gradually radiating outward from central cities, with a continuous five-day increase in cross-regional passenger flow from February 4 to 8, and an accelerating growth trend, with expectations of reaching peak travel volume around February 14 [2]

Core Insights - The Spring Festival travel rush in China is expected to reach a historic high of 9.5 billion trips in 2026, marking a significant shift in travel patterns and consumer behavior [1][2] - The traditional "one-way journey" is being replaced by a decentralized travel model, with approximately 80% of trips expected to be by private car, and new trends such as "reverse New Year" where families travel to cities and bring pets home [1][4] Travel Trends - The travel volume during the Spring Festival is projected to hit 9.5 billion trips, with self-driving trips accounting for around 80% [1][2] - High peaks in travel demand are anticipated before and after the festival, with specific dates identified for peak travel times [2] - Didi forecasts four significant peaks in ride-hailing demand during the 40-day travel period, driven by various needs such as returning home, visiting relatives, and vacationing [2] Market Dynamics - The Spring Festival has evolved from a "survival-type flow" of 2.91 billion trips in 2016 to a "development-type flow" of 9.5 billion trips in 2026, reflecting improvements in transportation infrastructure and changing consumer preferences [2][6] - The demand for flexible travel options, such as ride-sharing, is increasing, with a notable rise in charging and refueling needs during the travel period [3][4] Consumer Behavior Changes - The rise of "reverse New Year" signifies a shift in family dynamics and consumer spending, moving from traditional gift-giving to experiences and services [4][6] - The trend of traveling with pets is becoming increasingly common, indicating a change in travel preferences among consumers [5][6] - The growth of cross-province tourism and the combination of returning home with vacationing is expected to account for 40% of travel, showcasing resilience in domestic demand [6][7] Future Outlook - The emergence of younger generations (post-2000s and post-2010s) as the main force in travel is anticipated to fundamentally reshape the Spring Festival travel model [7] - The travel patterns are expected to transition from concentrated homeward journeys to more dispersed and staggered flows, while maintaining the cultural significance of family reunions [7][8]

Core Viewpoint - The article highlights the significant increase in travel demand during the 2026 Spring Festival, particularly the rise in "reverse New Year" ticket bookings, which grew by 84% compared to the previous year, indicating a robust recovery in travel activity post-pandemic [1]. Group 1: Travel Demand and Trends - The "reverse New Year" ticket bookings saw an 84% year-on-year increase, with first-tier and new first-tier cities being the most popular destinations [1]. - The total inter-regional population flow during this year's Spring Festival is expected to reach 9.5 billion people, setting a new historical record [1]. - The railway passenger volume for 2025 was reported at 4.255 billion, reflecting a 4.2% increase year-on-year, with peak daily passenger volume reaching 23.132 million [5]. Group 2: Railway Infrastructure and Services - Major railway stations, such as Guangzhou and Shenzhen, have undergone significant upgrades to enhance passenger experience, including improved security checks and AI integration for customer service [7][9]. - The Shanghai Railway Bureau anticipates sending over 100 million passengers during the Spring Festival, marking a 4% increase from the previous year [8]. - The Beijing area expects to send 41.47 million passengers, a 2.5% increase from 2025, with specific stations implementing advanced technologies for smoother operations [9]. Group 3: Regional Economic Impact - The integration of high-speed rail networks is enhancing regional economic collaboration, particularly in the Yangtze River Delta and Guangdong-Hong Kong-Macau Greater Bay Area, facilitating faster travel and economic interactions [11]. - The opening of new high-speed rail lines, such as the G5132, has significantly reduced travel times between cities, promoting tourism and local economies [11][12]. - The cumulative passenger volume for the Guangzhou-Shenzhen-Hong Kong high-speed rail reached 35.794 million in 2025, a 17.8% increase, indicating strong demand for cross-border travel [12]. Group 4: Cultural and Tourism Development - The high-speed rail is driving the development of cultural and tourism industries, with increased visitor numbers to attractions like the Hong Kong cross-border tourism trains [12][14]. - The launch of tourism-focused train services, such as the "Leisure Travel" trains, is creating new consumption scenarios that leverage the advantages of high-speed rail [14]. - The synergy between high-speed rail and local tourism is evident, with significant increases in visitor numbers to cultural sites and events, enhancing the overall economic landscape [14].