证券研究报告 | 行业点评 gszqdatemark 2026 01 04 年 月 日 交通运输 2026 年元旦出行数据点评：供需两旺，境内外双线并进 2026 年元旦假期，预计全社会跨区域人员流动量累计达 5.9 亿人次，日 均 1.98 亿人次，同比增长 19.5%。根据交通运输部、中国交通报数据， 2026 年元旦假期前一天至第三天，全社会跨区域人员流动量分别为 20,776.3 万、20,747.5 万、18,471.9 万、20,270 万人次，环比+33.7%/- 0.1%/-11%/+9.7%，同比+25.4%/+20.3%/+12.1%/+20.8%。其中，铁 路客运量、公路人员流动量、水路客运量、民航客运量逐日同比均实现正 增长。2026 年 1 月 1 日至 3 日，全社会跨区域人员流动量预计日均 1.98 亿人次，同比 2025 年 1 日至 3 日（1 天假期）增长 19.5%。 出行需求强劲，国内文旅、跨境文旅双旺。据携程及去哪儿数据，2026 年 元旦假期，文旅消费需求火热，国内景区门票预定量同比增长超 4 倍；受 益于国际假期及中外免签政策的陆续开放，入境游继续强劲增长，假期首 ...

齐鲁晚报·齐鲁壹点 吴昊 潍坊市非物质文化遗产馆以"光影探秘+沉浸体验+跨界联动"的多元形式，推出跨年夜游及元旦系列文 化活动，让千年非遗与新年氛围深度交融，为市民游客提供兼具文化内涵与情感温度的节日体验，传递 齐风鲁韵文化魅力。元旦假期期间，入馆0.43万人次，营业收入1.28万元。 元旦假日期间（1月1日—1月3日），潍坊市纳入全市监测直报的25家游览区点，共接待游客约35.57万 人次，增长16.93%；实现营业收入约5371.45万元，增长12.17%。 全市市县协同、部门联动策划举办的"万马奔腾 潍你而来"11项迎新活动呈现出节味浓、人气旺、消费 热特点，共引客33.13万人次，拉动消费1619.58万元。潍坊市文化和旅游局、潍坊市商务局、潍坊市总 工会等7部门单位在中百谷德广场举办"艺启迎新·乐购全城"文旅进商圈促消费活动，全场客流6.1万人 次、销售额309万元，同比分别增长10.7%、30.5%；市直八大文博场馆全部延时开放夜场至21:30，联动 举办潍博夜未央、夜游非遗馆、烛光夜读等活动，吸引7360名市民参与。并在元旦假日期间举办系列主 题活动，文旅赋能激活消费新活力。 2026年元旦假期 ...

新年钟声敲响，消费市场"热"力全开！从海南免税城到北方冰雪场，升腾的烟火气里，跃动着中国经济 的活力密码。 2026年元旦假期，全国文旅消费市场热度持续攀升。交通运输部数据显示，元旦假期首日（1月1日）， 全社会跨区域人员流动量为20747.5万人次，同比增长20.3%。 从"销假游"的错峰出行，到"跨年游"的沉浸式体验，再到"冰雪游"的季节特色，多元化的旅游消费新趋 势、新玩法集中涌现，勾勒出元旦假期文旅市场的生动图景。 综合新华社记者报道 编导：吴念 包装：胡心懿 新华社音视频部制作 【纠错】 【责任编辑:胡蓉】 ...

02:17 新年钟声敲响，消费市场"热"力全开！从海南免税城到北方冰雪场，升腾的烟火气里，跃动着中国经济的活力密码。 2026年元旦假期，全国文旅消费市场热度持续攀升。交通运输部数据显示，元旦假期首日（1月1日），全社会跨区域人员流动量为20747.5万人次，同比 增长20.3%。 从"销假游"的错峰出行，到"跨年游"的沉浸式体验，再到"冰雪游"的季节特色，多元化的旅游消费新趋势、新玩法集中涌现，勾勒出元旦假期文旅市场的 生动图景。 综合新华社记者报道 编导：吴念 包装：胡心懿 新华社音视频部制作 ...

文化和旅游部1月4日公布 文化和旅游部1月4日公布2026年元旦假期文化和旅游市场情况。元旦假期3天，全国国内出游1.42亿人次，国内出游总花 费847.89亿元。 假期中，跨年游、冰雪游热力四射，短途游、度假游备受青睐，文旅消费拉满新年"仪式感"。人们在文化氛围中感受人 间烟火，在竞相出游中开启新的一年。 （文章来源：新华社） 2026年元旦假期 全国国内出游1.42亿人次 国内出游总花费847.89亿元 ...

Core Insights - The tourism sector in Shandong Province experienced significant growth during the 2026 New Year holiday, with 4.682 million visitors and revenue of 194.387 million yuan, marking increases of 14.0% and 12.2% respectively compared to the previous year [1] - Major 5A scenic spots saw an average daily visitor count of 370,800, a 24.1% increase from January 1, 2025, and an average daily revenue of 12.9174 million yuan, up 38.3% from the same date [1] Group 1: Event Highlights - Various cultural and artistic events were organized, such as the "2026 Art Museum Wonderful Night" at Shandong Art Museum, combining exhibitions and performances to enhance the festive atmosphere [2] - Activities like the "Wishing Balloon Release" and "Love Fireworks Show" were held in Zibo, while Dongying utilized social media for live broadcasts, attracting over 30,000 viewers [3] - Cities like Qingdao and Yantai organized unique events to showcase local charm, including winter-themed activities and new year runs [3] Group 2: Scenic Area Innovations - Scenic spots enhanced visitor engagement through interactive experiences, such as role-playing and traditional craft exhibitions in Zibo and immersive tours in Taierzhuang Ancient Town [4] - Weihai's scenic area hosted a "Swan Fairy Tale Festival" with diverse winter activities, while Dezhou and Liaocheng offered various cultural performances to enrich the holiday experience [4] Group 3: Consumer Incentives - Local governments introduced promotional activities to stimulate tourism, including free admission for residents and discounts for visitors in various cities [5] - Jinan launched an ice and snow consumption season to boost winter tourism, while other cities provided special offers to attract visitors [5] Group 4: Cultural Engagement - Cultural venues hosted a variety of events, such as exhibitions and interactive workshops, attracting thousands of participants and enhancing community engagement [6][7] - Activities included photography exhibitions and traditional craft experiences, promoting local culture and heritage [6][7] Group 5: Diverse Tourism Offerings - The popularity of ice and snow tourism increased, with new themed experiences being developed in various parks [8] - Wellness tourism through hot springs gained traction, with several resorts promoting winter wellness packages [8] - Rural tourism continued to thrive, offering unique experiences like farm stays and local cuisine [8]

各地跨年活动热闹开场，"冰雪+温泉"消费热度攀升，"湘超"冠军永州文旅增长强劲……元旦假期，湖北、湖南、江西构成的"中三省"文旅市场热气腾腾。 第一财经记者从三省文旅部门获悉，湖南累计接待游客1445.91万人次，游客总花费154.8亿元；湖北A级旅游景区共接待游客444.44万人次，A级旅游景区综 合收入15.75亿元；江西依托高铁"同城化"效应，武汉、长沙、上海等城市游客实现"2小时跨城跨年"，省内庐山、宜春、景德镇等旅游胜地人气爆棚。 湘鄂赣三大名楼联动跨年 通过5G连接，武汉的黄鹤楼、南昌的滕王阁、岳阳的岳阳楼这中国三大名楼首次实现联动跨年。2.7万名游客在滕王阁下沉浸式体验国风，完成古今对话的 跨年仪式。据美团数据，元旦假期，目的地为南昌的机票和火车票预订量同比暴涨162%，"95后"成出游主力，其中八一广场周边酒店搜索量独占鳌头，占 比高达24.4%。 黄鹤楼、滕王阁、岳阳楼首次联动跨年。 武汉江汉关大楼开启跨年主题音乐激光秀，同时融入"新年交响乐""跨年倒计时""新年钟声"等场景环节，"仪式感"拉满，圈粉全国年轻人。当地居民表示， 10年前，江汉关还只是年轻人自发聚集迎接新年的小场景；而如今，它 ...

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]

（原标题：2026开年文旅市场火爆开局） 飞猪和同程旅行发布的报告均显示，元旦三天连休叠加"请3休8"拼假潮，强力拉动出游需求，2026年元 旦旅游市场火热开局。 同程旅行平台上，元旦假期前后机票、酒店、民宿等主要产品预订呈量价齐升的局面。首个小长假供需 两旺的发展势头，也为2026年文旅消费市场繁荣增长开了一个好头。元旦假期期间，"非遗"主题旅游搜 索及预订热度环比增长85%，洛阳、西安、泉州、开封、景德镇、苏州、福州、大同、敦煌、湛江等城 市位居非遗文化目的地榜单TOP10。 1月3日，飞猪发布的《2026元旦假期出游快报》显示，元旦假期，消费者出游意愿与消费力双双提升： 人均购买件数同比增长超20%、人均消费金额同比增长超30%。1月1日元旦当天，飞猪国内酒店预订量 同比劲增280%，国内目的地玩乐商品预订量同比增长超270%。 自驾游热度持续高涨。飞猪数据显示，元旦当日，国内租车商品预订量同比增长超120%，湖南郴州、 江西上饶、新疆博尔塔拉、广东湛江、云南普洱等地租车人次增幅显著。 1月3日，携程发布元旦旅行报告显示，文旅消费热潮全面点燃，国内景区门票预订量同比增长超4倍， 入境游相关预订亦大幅提升 ...

2026年第一天，南京城喜迎瑞雪，市民游客竞相踏雪寻梅、登高赏景、看花灯逛市集。当晚，市 文旅局发布数据，当天，全市景区景点、文博场馆、乡村旅游、国家级夜间文旅消费集聚区等监测点接 待游客量196.1万人次，按可比口径较2025年同期上升19.4%，超50家酒店满房。此外，跨年夜，全市 精心策划组织的各项迎新活动让南京再次全国"出圈"，当天南京文旅消费金额达到9.1亿元，同比增长 32%。 "宝宝，快来这个'鲤鱼跳龙门'前拍照！""这个'飞马踏祥云'也不错，新的一年，希望全家顺顺利利， 工作学习'更上一层楼'！"备受关注的第40届秦淮灯会，是市民游客最为期待的"迎新项目"。昨天上午， 不少市民游客来到夫子庙大成殿，同"瑞兽献岁"等造型各异的灯组合影，许下美好的新年愿望。这里的 30多组灯组，融合儒学文化、祥瑞意象以及"福马"生肖元素、南京本土传说等，以科技赋能打造沉浸式 互动体验，兼具传统韵味与现代活力。 眼下，南京城"双梅同开"。新年的第一场雪，让"踏雪寻梅"成为一桩风雅之事。昨天上午7时许，市 民陈晓晓就背着单反相机来到明孝陵景区，准备拍摄"蜡梅映红墙"的美景。只见薄雪覆盖下，朱红色的 宫墙成为巨幅"画布 ...