Core Insights - The 2026 New Year's holiday saw a significant surge in domestic and outbound travel, with an estimated 590 million trips taken, reflecting a 19.5% year-on-year increase in travel volume [2] - The travel demand was driven by a combination of short trips within major city clusters and long-distance travel, particularly to popular destinations like Northeast China, Hainan, and Yunnan [3][4] - The winter travel trend, especially ice and snow tourism, dominated the holiday, with ice-themed destinations accounting for about 40% of the top domestic travel routes [4] Domestic Travel Market - The domestic tourism market experienced a robust start, with a notable increase in bookings for flights, hotels, and accommodations during the holiday [3] - Popular short-distance trips were prevalent among major city clusters, while long-distance travel to scenic areas like the Northeast and Hainan was also in high demand [3] - The rise of "prayer tourism" led to increased interest in mountainous scenic spots, with hotel bookings in these areas rising over 23% [3] Ice and Snow Tourism - Ice and snow tourism emerged as a leading theme during the holiday, with significant demand for flights to Harbin and other snowy destinations [4] - Harbin Ice and Snow World was particularly popular, with a 45% increase in bookings for day tours [4] - Other notable snowy destinations included Xiling Snow Mountain and Yulong Snow Mountain, which saw a rapid increase in visitor interest [4] Outbound Travel Trends - Outbound travel saw a marked increase, with popular themes including island vacations and destinations with visa-free entry [9] - Key short-haul outbound routes included flights from Shanghai to Singapore and Beijing to Seoul, while long-haul routes featured destinations like Moscow and Sydney [10] - The introduction of visa-free entry for Chinese passport holders to Turkey significantly boosted interest in travel to the country, with search volumes for flights to Istanbul increasing by 320% [10] Inbound Travel Growth - The inbound tourism market also showed strong growth, with ticket bookings increasing by over 110% during the holiday [11] - Popular destinations for inbound tourists included major cities like Shanghai and Beijing, with significant increases in bookings for experiential travel products [11] - The "duty-free shopping + beach vacation" model in Hainan attracted international visitors, with orders for Sanya increasing by 170% [11]

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].

Group 1 - The core point of the article highlights a significant increase in travel demand during the New Year's holiday, driven by the "please 3 days off for 8" trend, leading to a rise in bookings for flights, hotels, and homestays [1] - Major urban clusters are experiencing a surge in short trips and long-distance travel, with popular destinations including Northeast China, Hainan, Yunnan, Xinjiang, Sichuan, Fujian, and Guangxi [1] - The report indicates that the popularity of cultural heritage tourism has surged, with a notable 85% increase in searches and bookings for "intangible cultural heritage" themed travel during the New Year holiday [3] Group 2 - The report identifies top scenic spots for New Year's Eve, including Wuyuan Wunüzhou Resort, Wuxi Lingshan Scenic Area, and Nanjing Niushou Mountain Cultural Tourism Area, with significant increases in visitor interest [4] - Ice and snow tourism remains a dominant theme, accounting for approximately 40% of the top 20 domestic flight routes during the New Year holiday, with Harbin Ice and Snow World being a leading attraction [5] - The outbound travel market is experiencing a notable increase, with popular short and long-haul routes including Shanghai-Singapore and Beijing-Moscow, primarily driven by young adults and family travelers [8]

Group 1 - The Xi'an-Extension High-Speed Railway, a new segment of China's high-speed rail network, contributes to the total exceeding 50,000 kilometers, facilitating faster travel for local residents and visitors [1] - During the New Year holiday, Xi'an remains a popular tourist destination, with themed travel routes introduced along the Xi'an-Extension High-Speed Railway, including red-themed educational and winter sports experiences [1] - Shaanxi province has implemented various tourism incentives, such as ticket discounts, package deals, and consumer subsidies to boost local tourism [1] Group 2 - Fujian province anticipates a peak in water travel during the New Year holiday, with an expected 143 passenger ships operating and over 380,000 travelers to be transported [3] - The "Little Three Links" passenger routes between the two sides of the Taiwan Strait are projected to send over 20,000 travelers, marking a more than 50% increase compared to the same period last year [5] Group 3 - The first day of the New Year holiday saw a surge in travel, particularly in major urban areas, with short-distance trips dominating the travel patterns [6] - Data indicates that ticket availability for popular routes, such as from Nanjing and Hangzhou to Shanghai, is limited, reflecting high demand during the holiday [6] - Cross-year travel has emerged as a significant trend, with hotel occupancy rates in various locations becoming increasingly tight [6] Group 4 - The aviation sector experienced a significant increase in ticket bookings during the New Year holiday, with domestic flight reservations rising by 28% and international bookings increasing by approximately 14% compared to the previous year [11] - Certain destinations, including Yancheng, Zhangjiajie, and Yichun, reported ticket booking increases of over 100% during the holiday [11] - The trend of "winter escape" travel to southern regions has notably increased, with cities like Nanning, Jieyang, Quanzhou, and Huizhou seeing over 70% growth in flight bookings [13]

Core Insights - The domestic tourism market in China is experiencing a vibrant mix of "ice and snow" and "warm sunshine" during the year-end period, with "cross-regional travel" becoming a notable trend this winter [1] - As the New Year holiday approaches, there is a surge in demand for "post-holiday travel" and "leave-splitting travel," leading to a peak in cultural and tourism consumption [1] - Online travel platforms report significant increases in bookings for flights, hotels, and homestays during the New Year holiday, indicating strong vitality in both domestic and outbound tourism markets [1] Domestic Tourism Trends - Ice and snow tourism is dominating the market during the New Year holiday, with popular destinations like Jilin's Changbai Mountain and Harbin's snow resorts seeing ticket sales increase by 2.7 times and 2 times respectively [1][2] - The demand for ice and snow tourism is extending to southern regions, with places like Sichuan's Jiuzhaigou and Yunnan's Jiaozi Snow Mountain experiencing a 100% increase in ticket bookings [2] - Young travelers, particularly those born in the 1980s and 1990s, are the main force behind the surge in travel, accounting for over 70% of bookings [2] Accommodation Insights - Hotel bookings in popular cities during the New Year holiday have tripled year-on-year, with high-end hotels seeing a fivefold increase in orders [3] - Harbin continues to lead in homestay bookings, with a 15-fold increase in reservations around the Wansui Mountain Martial Arts City in Kaifeng [5] Short-Distance Travel Preferences - Short-distance micro-vacations are becoming mainstream, with popular train routes concentrated within a "4-hour high-speed rail circle," catering to the demand for flexible travel options [7] - Hotel bookings in smaller cities are also seeing significant growth, with some counties experiencing increases of over five times [8] Outbound Tourism Growth - The inbound and outbound tourism markets are both showing strong growth, with inbound hotel search heat increasing by over 150% and outbound flight bookings exceeding 620,000 [16] - Popular outbound destinations include Bangkok, Seoul, and Hong Kong, with flight bookings to Seoul increasing by 3.3 times year-on-year [21] Event-Driven Travel - Events such as New Year's Eve concerts and fireworks shows are driving tourism, with searches for related activities increasing by over 500% [15] - Major cities are hosting various New Year activities, enhancing the festive atmosphere and attracting tourists [13]

Group 1 - The core viewpoint of the article highlights the increasing trend of consumer travel during the upcoming New Year's holiday, with popular destinations including ice and snow tours in the north and island trips in the south [1][3]. - Ticket bookings for domestic flights from major cities such as Beijing, Tianjin, and Shanghai to popular destinations like Sanya, Haikou, and Kunming have seen a significant rise, with over 2.71 million tickets booked as of December 25, representing a year-on-year increase of approximately 35% [5]. - Southern Airlines reported a 30% year-on-year increase in domestic ticket bookings for the New Year's holiday, with flight occupancy rates exceeding 70% for several routes [7]. Group 2 - Data from Qunar's big data research institute indicates that ticket bookings for flights to Harbin, Shenyang, and Yanbian have increased by 18%, 36%, and 52% respectively, while bookings to Haikou and Sanya have risen by 19% and 51% [9]. - The themes of ice and snow tourism, as well as winter escape trips, are expected to remain popular through the New Year and into the Spring Festival [9].

Core Insights - The sale of train tickets for the New Year period has officially started, with significant demand observed for popular routes from major cities like Beijing, Shenzhen, and Guangzhou [1] - The extended three-day holiday for New Year has led to a surge in ticket sales compared to last year's single-day holiday, resulting in rapid sell-outs for peak travel times [1] Group 1: Train Ticket Demand - Popular routes experiencing high demand include Beijing to Harbin, Shenzhen to Xiamen, and Guangzhou to Changsha, with tickets for peak times selling out quickly [1][3] - The top ten departure cities for the New Year holiday include Beijing, Shanghai, Chengdu, and Guangzhou, while the top ten destinations include Shanghai, Harbin, and Beijing [3] - Short-distance train tickets within key urban clusters like Beijing-Tianjin-Hebei and the Yangtze River Delta are particularly sought after, with routes such as Chengdu to Chongqing and Guangzhou to Shenzhen being highly popular [3] Group 2: Long-Distance Travel Trends - The winter tourism themes of ice and snow activities are driving demand for long-distance train travel to regions like Northeast China and Yunnan, with Harbin's Ice and Snow World opening on December 17 expected to attract many visitors [3] - New high-speed rail lines recently opened are anticipated to stimulate travel demand during the New Year holiday, with increased interest in routes like Xiangyang to Jingmen [4] Group 3: Air Travel Trends - Air ticket bookings for the New Year holiday have surged, with demand more than doubling compared to last year, leading to a noticeable increase in average ticket prices [5] - The top ten popular flight routes include Guangzhou to Harbin and Beijing to Sanya, reflecting significant north-south travel patterns [5] - The launch of Hainan's free trade port is expected to enhance the appeal of travel to Hainan, with a 75% increase in flight bookings to Sanya noted [5] Group 4: International Travel - The "three days off and eight days on" holiday pattern is prompting interest in outbound travel, with popular short-haul international routes including Shanghai to Kuala Lumpur and Beijing to Ho Chi Minh City [6]

除了国内市场火爆外，这个元旦假期出境游市场也同步升温。 元旦期间热门地区出境机票预订量增长四成以上 ，欧洲等长线目的地热度也 持续上涨。 2026年的元旦比2025年多放2天假，为文旅消费市场带来乘数级拉动效应。数据显示，截至12月17日， 元旦假期国内航线机票预订量超 176万张，同比增长约46%。 元旦假期国内机票预订量同比增长约46% 近一个月以来， 在线旅游预订平台上"跨年""元旦"等关键词搜索热度环比上涨超280% 。进入12月份，元旦假期的机票、酒店民宿等主要 产品预订逐步上涨，整体预订热度较去年同期提升近30%。 "冰雪游"和"避寒游"成为两大主流旅行趋势。 有平台数据显示，元旦期间从全国各地飞往哈尔滨、长春、长白山、阿勒泰、乌鲁木齐等热门冰雪旅游目的地的机票预订热度不断走高， 旺盛需求也推动机票价格"水涨船高"。 此外，这个元旦假期从北京、天津等主要城市飞往三亚、海口、昆明、广州、厦门等 热门避寒目的地的机票预订热度环比上涨36% 。飞到 大湾区多个城市的机票量同比大幅增长。其中，揭阳机票预订量增幅达2.2倍，前往广州的机票预订量超14万张，同比增长约47%；深圳、 珠海机票预订量也均实现翻倍 ...

Core Insights - The winter tourism market is experiencing a significant shift with a dual focus on ice and snow tourism and warm escape tourism, driven by diverse and personalized consumer demands [2][8] - This winter season, travel bookings have surpassed last year's figures, indicating an early and robust market activation, particularly among younger travelers [2][4] Demand Side Changes - There is a notable increase in the proportion of young travelers, with ice and snow tourism and warm escape tourism emerging as the two main themes [2][4] - Recent data shows a 300% increase in search interest for "winter tourism," with "skiing" searches up by over 66% and searches for "nearby ski resorts" up by 87% year-on-year [2] Supply Side Innovations - Travel agencies are launching over 20 new ice and snow tourism products, including offerings related to the 2026 Milan-Cortina Winter Olympics [6] - The winter tourism landscape is characterized by a "north-south resonance" with popular ice and snow destinations in northern regions like Jilin and Heilongjiang, while warm escape destinations are concentrated in Yunnan and Hainan [4] Experience and Thematic Development - Consumers are shifting from passive cold avoidance to actively seeking cold experiences, marking a transition to a "theme peak season" for winter tourism [8] - Ski resorts are enhancing their facilities and services, with the Nanshan Ski Resort opening nine ski trails and upgrading equipment to cater to younger audiences [12][14] Local Economic Impact - The "ticket root economy" is gaining traction, allowing visitors to enjoy discounts at local hotels and attractions by presenting ski tickets, thereby boosting local winter tourism [16] - In December, the Gubei Water Town will offer free admission to all visitors, further stimulating tourism [18] Warm Escape Tourism - In Tengchong, Yunnan, the integration of geothermal resources into a "hot spring+" model is attracting winter tourists, with a 57.7% year-on-year increase in visitors to A-level scenic spots [20][29] - Unique experiences, such as free foot baths at public transport stations, are enhancing the appeal of warm escape tourism [22][24]

Core Insights - The New Year's holiday in 2026 will have two additional days off compared to 2025, significantly boosting the cultural and tourism consumption market [1] Group 1: Travel Trends - As of December 17, domestic flight ticket bookings for the New Year's holiday exceeded 1.76 million, representing a year-on-year increase of approximately 46% [1] - "Ice and snow tourism" and "winter escape tourism" have emerged as the two main travel trends for this holiday season [1] Group 2: Popular Destinations - There has been a 36% month-on-month increase in ticket booking heat for flights from major cities like Beijing and Tianjin to popular winter escape destinations such as Sanya, Haikou, Kunming, Guangzhou, and Xiamen [1] - Flight bookings to multiple cities in the Greater Bay Area have seen a significant year-on-year increase [1]