Core Insights - The New Year's holiday saw a significant increase in bookings for flights, hotels, and homestays, indicating a robust start for the 2026 cultural tourism market [1] Group 1: Youth Travel Trends - Young people, particularly those born after 2000, are the primary drivers of travel during the New Year, accounting for 39% of travelers, with those born in the 1990s at 33% [2] - The concept of "self-indulgence" during holidays is gaining traction, with a 125% year-on-year increase in searches related to "New Year travel" [2] - Popular activities include themed fireworks shows, temple blessings, and concerts, reflecting a desire for meaningful experiences [2] Group 2: Diverse Travel Experiences - The integration of cultural tourism is stimulating consumer activity, with a notable 85% increase in searches and bookings for intangible cultural heritage tourism during the holiday [4] - Major cities like Luoyang, Xi'an, and Suzhou are among the top destinations for cultural heritage tourism [4] - Concerts and performances in cities such as Guangzhou and Chongqing are driving significant increases in hotel bookings, with some popular accommodations selling out weeks in advance [4][5] Group 3: Winter and Snow Tourism - Winter tourism remains a key focus, with 40% of the top 20 domestic flight routes during the holiday being related to snow tourism [5] - Popular destinations for snow activities include Harbin and Xiling Snow Mountain, with a 45% increase in bookings for day trips to Harbin Ice and Snow World [5] - Ski resorts are experiencing a surge in visitors, with some locations reporting occupancy rates of 80% and a doubling of visitor numbers compared to the previous year [6] Group 4: Cross-Border Travel Growth - The cross-border tourism market is thriving, with a notable increase in outbound travel routes, including popular destinations like Singapore and Seoul [7] - Inbound tourism is also performing well, with ticket bookings up 110% and experiential product bookings increasing over 30 times [7] - Major cities such as Shanghai and Beijing are attracting international visitors, contributing to a vibrant cultural tourism market [7]

Core Insights - The New Year holiday in Fujian province saw a significant increase in tourism, with over 10.51 million visitors and total spending exceeding 6.75 billion yuan [1] - The integration of culture and tourism has created new experiences, with various cultural events becoming a trend during the holiday [1] Group 1: Tourism Statistics - The province's 4A and above scenic spots received a total of 2.73 million visitors, generating ticket revenue of 56.66 million yuan, marking year-on-year increases of 58.6% and 79.3% respectively [1] - 5A scenic spots welcomed 895,400 visitors, with ticket revenue reaching 16.50 million yuan, reflecting year-on-year growth of 54.4% and 61.4% [1] - Overnight tourism is on the rise, with 2.79 million overnight visitors, accounting for 26.5% of total tourists [1] Group 2: Cultural Events and Activities - Various cultural and artistic activities were held, with a focus on "cultural festivals," including popular performances and high-end concerts that provided immersive experiences [1][2] - The popularity of performance arts is driving local tourism growth, with events like concerts and traditional performances attracting large audiences [2] - Museums and cultural venues extended their hours and organized special exhibitions, enhancing the cultural experience for visitors [2] Group 3: New Year Celebrations and Experiences - Traditional cultural activities, such as the New Year bell-ringing and fitness events, attracted many visitors, highlighting a trend towards experiential celebrations [3] - Fireworks and themed events, including drone shows and themed cruises, enriched the New Year experience for tourists [3] Group 4: Non-material Cultural Heritage and Short Trips - Over 70 non-material cultural heritage activities were organized, attracting significant visitor interest, particularly among younger demographics [4] - Short-distance travel and "micro-vacations" gained popularity, with activities like night markets and themed festivals appealing to younger audiences [4] - The demand for wellness and leisure activities surged, with searches for hot spring hotels increasing by 281% year-on-year during the holiday [4] Group 5: Inbound Tourism Trends - Inbound tourism is on the rise, with Xiamen ranking among the top 10 destinations for international visitors, primarily from Hong Kong, Malaysia, Thailand, Singapore, and South Korea [4]

Core Viewpoint - The tourism market in China has shown a strong start in 2026, with significant increases in domestic travel and inbound tourism, driven by younger generations seeking unique experiences and "self-care" travel [3][5][12]. Group 1: Domestic Tourism Trends - Domestic scenic spot ticket bookings have increased by over 400% year-on-year during the New Year holiday, with families led by the 80s and 90s generation accounting for nearly 70% of travelers [3]. - The top domestic travel destinations include Shanghai, Beijing, Guangzhou, Sanya, Chengdu, and others, with Shanghai's tourism market performing steadily, receiving 6.82 million visitors and generating a total tourism consumption of 12.27 billion yuan [6][7]. - The trend of "self-care" travel has emerged, with younger travelers prioritizing experiences like theme park fireworks and New Year concerts, leading to a 125% increase in searches for "New Year travel" [5]. Group 2: Inbound Tourism Growth - Inbound tourism has seen a robust increase, with ticket bookings up 110% year-on-year and experience-based product bookings growing over 30 times [15]. - Popular inbound destinations include Shanghai, Beijing, and Guangzhou, with significant growth in orders from international tourists, particularly from neighboring countries like Vietnam and Singapore [16]. - The "duty-free shopping + beach vacation" model in Hainan has attracted international visitors, with Sanya seeing a 170% increase in inbound orders [15][16]. Group 3: Consumer Behavior and Spending - Consumer willingness to travel and spending power have both increased, with average purchase quantities rising over 20% and average spending amounts increasing by over 30% year-on-year [12]. - The demand for vacation rentals has surged, with bookings for popular cities increasing by 160% compared to last year, particularly among the 00s generation [11]. - Concerts and events have driven hotel bookings near performance venues, with some cities experiencing booking increases of over 2000% due to major events [11].

Core Insights - The cultural and tourism market in Sichuan province experienced a strong start to the year with significant increases in visitor numbers and ticket revenue during the New Year holiday period, indicating a robust recovery and consumer interest in various travel experiences [1][10] Group 1: Visitor Statistics - During the three-day New Year holiday, A-level tourist attractions in Sichuan received a total of 11.04 million visitors, generating ticket revenue of 90.07 million yuan, representing year-on-year increases of 15.85% and 10.24% respectively [1] - On New Year's Day alone, 3.71 million visitors were recorded, with ticket revenue reaching 28.10 million yuan, marking increases of 12.45% and 51.19% compared to the same day in 2025 [1][5] Group 2: Popular Activities and Attractions - Popular activities included "cross-year tours," "micro-vacations," "ice and snow tourism," and "cultural heritage tourism," with Chengdu ranking fourth among the top ten cities for inbound tourism [1][3] - Major events such as the "Light Up Chengdu" light show attracted over 120,000 participants, while various cultural activities like concerts and exhibitions were held across the province, enhancing the festive atmosphere [3][10] Group 3: High-Quality Tourist Products - High-quality tourist products, particularly 5A-level scenic spots and national-level tourist resorts, drew significant cross-regional visitors, with attractions like Emei Mountain and the Giant Buddha seeing substantial increases in visitor numbers and ticket sales [5][10] - On New Year's Day, 5A-level scenic spots welcomed 245,200 visitors, generating ticket revenue of 7.56 million yuan, reflecting year-on-year growth of 65.86% and 99% respectively [5] Group 4: Ice and Snow Tourism - The demand for ice and snow tourism surged, with 18 key ski resorts and 16 unique hot spring experiences catering to diverse visitor needs, leading to record daily visitor numbers at venues like Xiling Snow Mountain [6][10] - Events such as the ice and snow season at Dazhou and the combination of ice, snow, and hot springs in Ya'an contributed to a significant increase in visitor engagement and spending [6] Group 5: Cultural and Artistic Experiences - Cultural tourism saw a rise in popularity, with museums and cultural events attracting visitors through unique exhibitions and performances, such as the "Beijing Central Axis" exhibition and various New Year-themed activities [8][10] - The integration of cultural heritage with tourism, such as the "museum-street linkage" in Chengdu, enhanced the overall visitor experience and engagement with local culture [8]

Core Insights - The tourism market in China experienced a strong start in the 2026 New Year holiday, with a significant increase in cultural and tourism consumption, particularly among younger demographics [1][4][7] Group 1: Tourism Market Performance - Domestic scenic spot ticket bookings increased by over 400% year-on-year during the New Year holiday [1] - Shanghai emerged as the most popular travel destination, with a notable rise in travel from the post-90s and post-00s generations, who accounted for 39% and 33% of travelers respectively [4] - The overall tourism consumption in Shanghai reached 12.271 billion yuan, with 6.8203 million visitors during the holiday [5] Group 2: Travel Trends and Preferences - The trend of "self-care travel" gained traction, with younger travelers seeking experiences that provide personal enjoyment rather than traditional sightseeing [4] - The search volume for "New Year travel" increased by 125% year-on-year, indicating a growing interest in themed experiences such as fireworks shows and concerts [4] - Popular domestic travel destinations included Shanghai, Beijing, Guangzhou, and Sanya, with self-driving trips also gaining popularity [4][5] Group 3: Emerging Travel Segments - Hainan became a top choice for winter escape travel, with hotel bookings increasing significantly due to the island's duty-free shopping appeal [7] - Lesser-known destinations like Anji and Qingyuan saw remarkable growth in bookings, with increases of 930% and 774% respectively, driven by unique experiences [7] - The demand for vacation rentals surged, with a 160% year-on-year increase in bookings for popular cities like Chengdu and Guangzhou [8] Group 4: Events and Entertainment - Major concerts and events during the New Year period attracted significant travel, with hotel bookings near event venues seeing substantial increases [9] - The average number of items purchased per consumer increased by over 20%, and the average spending rose by over 30% compared to the previous year [9] Group 5: International Travel Trends - Outbound travel saw a dramatic rise, with bookings for car rentals and tours increasing by over 1000% and 210% respectively [13] - The inbound tourism market also showed strong growth, with ticket bookings for attractions increasing by 110% year-on-year [13][14] - Popular inbound destinations included Shanghai, Beijing, and Guangzhou, with significant increases in visitors from neighboring countries [14]

市民和游客在北京石景山游乐园感受新年氛围。石景山游乐园供图 游客在江苏句容茅山风景区体验"梦里雪乡"的浪漫场景。杨志国摄（人民图片） "2026年在石景山游乐园参加跨年活动，仿佛找回了儿时迎新年的记忆。"北京90后杨欣说。 氛围感十足且活动丰富的主题乐园是年轻人跨年狂欢的热门目的地。石景山游乐园市场部负责人屈莎莎 向记者介绍："乐园的跨年活动丰富多彩，有非遗打铁花、城堡焰火秀、音乐舞台表演、梦幻星光花车 巡游、新年倒计时等，园区还会定时人工降雪，为游客营造浪漫的跨年氛围。" 来自浙江杭州的游客陈云亦分享："早就计划去上海迪士尼度假区跨年，和好朋友一起在童话世界里倒 计时，看烟花秀，感觉特别有纪念意义。" 游客在甘肃省兰州市兰州老街赏灯游玩，喜迎新年的到来。许 岗摄（人民图片） 沉浸于乐园狂欢、陶醉于自然奇观、探索特色城镇、享受域外风情……游客以各自喜爱的方式，开启 2026年第一场旅行。 2026年元旦，文旅市场迎来"开门红"，记者从多家旅行社和在线旅游平台了解到，元旦旅游市场呈现出 玩法更个性、体验更深入、目的地更多元等特点，上海、北京、广州、成都、西安、南京、重庆、三 亚、厦门、哈尔滨等城市成为热门目的地 ...

跨年夜，民歌湖国际音乐小镇热闹喜庆。 本报记者宋延康 摄 本报讯（记者赵金玲）北上赏雪，南下赏花，在歌声里跨年，在烟火中迎新。昨日，记者从多家在线旅游平台了解到，2026年元旦假期，南宁凭借明星演唱 会、暖冬气候"出圈"，一跃成为全国热门跨年目的地。 有人为了演唱会奔赴南宁，也有人从南宁出发，奔赴远方的风景，"冰雪游"仍是假期出行的首选。记者从驻邕航空公司及相关旅游平台了解到，至1月4日， 从南宁出发前往全国多地的不少航班价格低至2至3折，部分机票低至2折，甚至还有1.4折。 辞旧迎新，跨年夜最受年轻人瞩目。去哪儿数据显示，今年的"黑马"跨年目的地是北海涠洲岛，热度超越众多主题乐园，位居全国第二名，门票销量同比增 长数十倍。 从客群结构来看，"新秀扩容、主力提质"的趋势尤为明显。飞猪发布的《2026元旦假期出游风向标》显示，"05后"预订人次增速最快，同比激增130%，彰 显出年轻客群强劲的增长潜力。"90后"则是元旦出游的绝对主力，预订人次占比达四成，且下单商品均价同比提升17%。 玩法上，游客对个性化体验与跨年仪式感的追求不断提升。飞猪数据显示，今年元旦的跨年氛围愈发浓厚，包括跨年演出、烟花秀、灯光秀等" ...

Group 1 - The core viewpoint of the articles highlights a significant increase in consumer travel intentions for the New Year holiday, with average spending per customer rising by 10% year-on-year and the number of items purchased per person increasing by 9% compared to last year [1] - The booking volume for outbound travel products has surpassed that of the previous New Year holiday, indicating a strong recovery in travel demand [1] - Popular travel destinations for the New Year holiday include major cities such as Shanghai, Beijing, Guangzhou, and Chengdu, with emerging trends showing a preference for unique experiences and high-value snow resorts [1] Group 2 - The demographic trends indicate a notable increase in bookings from younger consumers, particularly those born after 2005, whose booking numbers surged by 130% year-on-year, showcasing their strong growth potential [1] - The 1990s generation remains the dominant group for New Year travel, accounting for 40% of bookings, with the average order value increasing by 17% compared to last year [1] - There is a growing demand for personalized experiences and a sense of celebration during the New Year, with searches for related activities like New Year performances and fireworks increasing by 58% year-on-year [1] Group 3 - The Xi'an City Wall Lantern Festival will commence on New Year's Day and run until March 22, featuring themes that celebrate cultural heritage and artistic expression [2] - The festival will showcase over 50 national treasures transformed into lantern designs, enhancing the cultural experience for visitors [2] - Interactive elements will connect visitors with classic Tang poetry, enriching the cultural narrative of the event [2]

随着元旦假期临近，跨年出游热度持续上涨。美团旅行发布的数据显示，12月中旬以来，跨年烟花秀、 跨年演唱会、跨年篝火露营等"跨年追光"玩法搜索量上涨均超500%，跨年无人机倒计时等科技感十足 的"赛博跨年"搜索量增长迅猛。 具体来看，看跨年烟花秀、看无人机表演、在跨年演唱会唱响心中的光、坐船"驶向"2026第一缕晨光、 在雪地光芒中"滑进"2026、午夜航班"飞入"2026看万米高空晨光、睡山顶酒店拥抱云海与晨曦、在小岛 看海上日出、住雪山酒店看日照金山、跨年篝火露营看满天星光，成为美团旅行2026"跨年追光"10大热 门玩法。 跨年夜追光等"夜游"带动酒店住宿等一系列文旅消费。美团旅行数据显示，截至12月21日，2026元旦文 旅预订增速达117%。广州、成都、哈尔滨、重庆、郑州、西安、武汉、北京、上海、长沙成为"跨 年"热门城市Top10。 在雪场"滑进2026"也备受消费者欢迎。美团旅行数据显示，12月中旬以来，"交通银行耀雪冰雪世界"搜 索量同比上涨超80%，苏州、湖州、杭州、无锡、绍兴等异地游客喜欢搜索上海耀雪。此外，一二线城 市自驾2小时交通圈内的安吉云上草原滑雪场、大明山滑雪场，成江浙沪热门冰雪游 ...

Group 1 - The core viewpoint of the article highlights a significant increase in consumer travel intentions for the New Year holiday, driven by the "3 days off, 8 days travel" strategy, resulting in a 10% year-on-year increase in average spending and a 9% increase in the number of items purchased per person compared to last year [1] - The outbound travel market continues to thrive, with booking volumes for the New Year holiday significantly surpassing those of the previous year [1] Group 2 - In Jilin Province, the booking volume for snow-related products has doubled year-on-year, with chartered tours and itinerary bookings increasing by 200% and 180% respectively, indicating a strong attraction for skiing enthusiasts due to favorable snow conditions and competitive pricing [3] - The demographic structure of travelers shows a notable trend of "new entrants expanding and main groups upgrading," with a 130% year-on-year increase in bookings from those born after 2005, while those born between 1990 and 1999 account for 40% of bookings, reflecting a willingness to pay for higher quality services [4] - There is an increasing demand for personalized experiences and a sense of ceremony during the New Year, with searches for related activities such as New Year performances and fireworks shows rising by 58% year-on-year [4]