2026.01. 04 本文字数：2208，阅读时长大约4分钟 作者 | 第一财经 陈姗姗 2026年元旦期间（1.01-1.03），民航旅客运输量约588.5万人次（仅含境内航司承运数据），日 均约196.2万人次，同比增长10.8%。 这是记者今日从航班管家获得的最新数据。今年元旦旅客人数同比大增，一方面与不少旅客"请3休 8"的拼假模式催热了东南亚、欧洲出境游有关，另一方面，外籍游客入境游也在持续增长。 赴日航班量大降40.5% 2026年元旦比2025年多放2天假，令不少游客有时间出境游。去哪儿平台数据显示，元旦期间热门 地区出境机票预订增4成以上，其中韩国、越南机票预订涨2倍以上。 从热度蹿升最快的目的地来看，飞往韩国首尔的出境机票量同比增长3.3倍，是增幅最高的目的地， 也是大学生群体元旦出境游首选；飞往越南胡志明市、河内的机票增幅分别达3.2倍和2.4倍，成为 23-30岁"工作党"的热门选择。 还有不少"请3休8"拼假族，选择在元旦前飞向南半球过夏天，带动前往新西兰的机票预订增长1.1 倍。此外，2025年底航线加密后，在元旦期间飞往巴西的机票增长近3倍；飞往格鲁吉亚、乌兹别 克斯坦、哈萨克斯 ...

Core Insights - The article highlights the significant growth in China's inbound tourism market, driven by a series of policy enhancements, particularly the extension of the transit visa exemption to 240 hours, which has led to a substantial increase in foreign visitor numbers and spending [2][3][8] Policy Enhancements - The unified 240-hour transit visa exemption policy has been in effect since December 2024, resulting in 40.6 million foreign visitors by December 2025, a 27.2% increase year-on-year, with a 60.8% increase in those eligible for the exemption [2] - The expansion of the visa exemption list to include 11 additional countries since 2025 has further stimulated inbound tourism, spreading the consumption benefits to border regions [2][3] Inbound Consumption Trends - Hainan has emerged as a benchmark for inbound consumption, with a 59% year-on-year increase in inbound tourists from January to November 2025, particularly from European and American markets [3] - The shift in visitor behavior towards deeper travel experiences is evident, with over 60% of inbound travelers opting for multi-province tours, moving beyond traditional tourist hotspots [3][6] Tax Refund Policies - The optimization of the departure tax refund policy has seen a 285% increase in the number of foreign travelers utilizing the service, with a 98.8% increase in sales and tax refund amounts [5] - The introduction of "immediate refund" services has significantly enhanced the shopping experience for foreign tourists, with over 60% of tax refunds being reinvested into further consumption [5] Technological Integration - The integration of technology in tourism has transformed the consumer experience, with modern tools enhancing communication and engagement for foreign visitors [6][7] - The rise of cultural and experiential tourism is supported by improved payment systems and service upgrades, making it easier for foreign tourists to navigate and enjoy their experiences in China [6][7] Market Potential - China's inbound tourism currently contributes only 0.5% to GDP, indicating a vast potential for growth, estimated in the trillions, as the market continues to evolve [8][9] - The industry is witnessing a shift towards personalized travel experiences, with a notable increase in demand for customized travel packages, particularly among independent travelers [9][10] Strategic Industry Responses - Major travel companies, such as Ctrip, are positioning inbound tourism as a key growth area, with significant increases in bookings and the establishment of dedicated inbound tourism centers [8][9] - The trend towards individualized travel experiences is prompting a transformation in traditional tour operations, with a focus on niche markets and tailored offerings to meet diverse traveler preferences [9][10]

元旦赴日航班量同比下降40.5%。 2026年元旦期间（1.01-1.03），民航旅客运输量约588.5万人次（仅含境内航司承运数据），日均约196.2万人次，同比增长10.8%。 这是记者今日从航班管家获得的最新数据。今年元旦旅客人数同比大增，一方面与不少旅客"请3休8"的拼假模式催热了东南亚、欧洲出境游有关，另一方 面，外籍游客入境游也在持续增长。 赴日航班量大降40.5% 2026年元旦比2025年多放2天假，令不少游客有时间出境游。去哪儿平台数据显示，元旦期间热门地区出境机票预订增4成以上，其中韩国、越南机票预订涨 2倍以上。 从热度蹿升最快的目的地来看，飞往韩国首尔的出境机票量同比增长3.3倍，是增幅最高的目的地，也是大学生群体元旦出境游首选；飞往越南胡志明市、 河内的机票增幅分别达3.2倍和2.4倍，成为23-30岁"工作党"的热门选择。 还有不少"请3休8"拼假族，选择在元旦前飞向南半球过夏天，带动前往新西兰的机票预订增长1.1倍。此外，2025年底航线加密后，在元旦期间飞往巴西的 机票增长近3倍；飞往格鲁吉亚、乌兹别克斯坦、哈萨克斯坦等免签国家的机票量增幅位于前十，增幅均在1倍以上。 根据去哪 ...

2026年元旦，中越边境河口口岸刚一开关便迎来了大批旅客。据河口出入境边防检查站数据统计，1月1日至2日，从中越边境河口口岸入境的越南旅游团达 415个5782人次，同比分别增长284%、280%，持护照入境的旅游团达152个共3058人次，同比分别增长186%和191%。(赵国骁 彭正 张航 制作 杜潇潇 视频来 源 河口出入境边防检查站） ...

Investment Rating - The report indicates a positive investment outlook for the hotel industry, highlighting significant growth opportunities driven by changing consumer behavior and market dynamics [4]. Core Insights - The hotel industry is experiencing a surge in demand, particularly during the New Year holiday, with hotel search interest doubling year-on-year [3][7]. - There is a notable increase in off-peak travel demand, with both hotel and flight bookings seeing substantial growth, particularly in the inbound market [5][8]. - Emerging travel patterns include longer travel distances and extended stays, with a significant portion of bookings expected to be for two nights or more [12][18]. Market Forecast - Domestic - The "3 days off, 8 days on" holiday arrangement has stimulated off-peak travel demand, resulting in nearly a 50% increase in domestic hotel search interest and a 30% increase in flight searches compared to the previous year [6]. Market Forecast - Inbound - The inbound tourism market is showing strong growth, with hotel and flight search interest both increasing significantly; cities like Yantai and Nanning are gaining popularity [8]. User Behavior - Compared to last year, travelers are expected to have longer travel distances and stay durations, with over half of hotel bookings anticipated to be for cross-province stays [12]. - Northern tourists are heading south for winter, boosting interest in cities like Sanya and Guangzhou, while new destinations like Kaifeng and Jingdezhen are emerging [18]. Hotel Performance Insights - Keywords related to hot springs, private baths, and skiing have become the top search terms, leading to a 600% increase in hot spring hotel bookings and a 200% increase in ski hotel bookings [29][31]. - Events such as New Year concerts have significantly increased hotel search interest, with some events seeing an 800% increase in related hotel searches [33]. Hotel Management Recommendations - Hotels should prepare for a booking peak around December 31 by enabling automatic order acceptance and ensuring accurate online pricing and availability [34]. - Marketing strategies should include comprehensive promotional activities and social media engagement to enhance hotel visibility and drive sales [34]. - Hotels are encouraged to offer special packages that combine accommodation with local attractions and dining options to meet diverse customer needs [37].

Group 1: Domestic Tourism and Entertainment Market - The domestic tourism and entertainment market experienced a strong start during the New Year holiday, with a more than 4-fold increase in domestic scenic spot ticket bookings year-on-year [1] - The film market also performed well, with box office revenue surpassing 700 million yuan by January 3, 2026, marking the first consumption boom of the year [1][4] Group 2: Ice and Snow Tourism Trends - Ice and snow tourism became a popular choice during the New Year, with a significant rise in deep-play experiences, such as ice fishing and traditional fishing [2] - The "00s" generation accounted for 39% of travelers, indicating a shift towards experiential consumption among younger demographics [2] - Consumer enthusiasm led to a notable increase in travel-related purchases, with average spending rising over 30% year-on-year [2] Group 3: Growth in Inbound Tourism - Inbound tourism saw robust growth, particularly in Hainan, where the "duty-free shopping + beach vacation" model attracted international visitors [3] - Ticket bookings for inbound tourism increased by 110% year-on-year, with some destinations experiencing over 30-fold growth in experience-based product bookings [3] - The overall trend indicates a shift from sightseeing to deeper thematic tourism among international visitors [3] Group 4: Film Industry Highlights - The New Year film box office reached over 700 million yuan, with popular films like "The Hidden Kill" and "The Legend of the Qin" leading the box office [4][5] - "The Hidden Kill" and "The Legend of the Qin" both surpassed 100 million yuan in box office revenue, showcasing the appeal of diverse film genres [4][5] - The success of various films during the New Year period indicates a positive outlook for the Chinese film market in 2026 [4][5]

Group 1 - The core theme of the news is the significant increase in travel activity during the New Year holiday, with a notable rise in hotel bookings and flight reservations across various destinations in China and abroad [1][10][15] - The New Year holiday this year saw a three-day break, which is two days longer than in 2025, leading to a surge in both domestic and international travel [1][10] - Popular destinations included theme parks, with half of the top ten attractions being theme parks, and a remarkable increase in hotel bookings around these locations, such as a ninefold increase near the Wansui Mountain Martial Arts City [2][4] Group 2 - The data from Qunar Travel indicates a 50% year-on-year increase in hotel bookings for popular destinations during the New Year holiday [1] - There was a 20% increase in flight bookings to popular destinations, with a notable rise in ticket sales to smaller airport cities like Pu'er, which saw a 250% increase [1][6] - The trend of "taking 3 days off to create an 8-day holiday" has led to a significant rise in long-distance travel, particularly among families with children [10][11] Group 3 - The number of foreign tourists visiting China for the New Year has also increased, with bookings covering 97 cities, and a fivefold increase in foreign visitors to Sanya [15][16] - The most popular outbound travel destinations were all located in Asia, with Seoul, Bangkok, and Hong Kong being the top choices [12] - The increase in international flights and the number of visa-free countries have contributed to a significant rise in outbound travel, with flights to Brazil increasing nearly threefold [14]

转自：北京日报客户端 中国在线旅游平台去哪儿3日公布，元旦假期，最受中国旅客欢迎的前十位出境游目的地城市均位于亚 洲，其中韩国首尔为最热门出境目的地。 入境游方面，海南封关运作后，文旅市场热度进一步升温，尤其外国旅客到海南跨年的人数明显增加。 平台数据显示，元旦假期，海口和三亚是全国入境机票量增长最快的2个城市，同比增幅分别超过3倍和 5倍；入境客源地主要来自马来西亚、泰国、韩国、越南、澳大利亚、俄罗斯。 平台数据还显示，元旦假期海口和三亚自驾游热度位列全国前两位，和去年同期相比热度明显上涨。三 亚国际免税城、三亚海旅免税城、海口日月广场免税店所在商圈的酒店入住量均有大幅增长，同比增幅 均在1倍以上。 除了海南，元旦假期中国入境游热度较高的城市还包括许多特色小城，如大理、西双版纳、北海、徐 州、湛江等，这些城市的入境机票量同比增幅均超过3倍，入境游客源地主要来自"近邻"，包括越南、 新加坡、马来西亚、韩国、印度尼西亚等。 来源：中国新闻网 数据显示，元旦假期期间，去哪儿平台用户飞往近千个城市，预订全球近3000个城市的酒店。从预订出 境机票的年龄段看，23岁至30岁用户占比最高，达36%；该年龄段出境机票量同 ...

Core Insights - The article highlights a significant increase in foreign tourist arrivals in China during the New Year holiday, with popular destinations including Shanghai, Guangzhou, Beijing, Shenzhen, Chengdu, Harbin, Haikou, Xiamen, Qingdao, and Hangzhou [1] Group 1: Tourism Trends - During the New Year holiday, foreign tourists booked domestic flights to 97 cities across China [1] - Haikou and Sanya emerged as the top two cities for self-driving tourism, with year-on-year growth rates of 81% and 96% respectively [1] - The hotel occupancy rates in the commercial areas of Sanya International Duty-Free City, Sanya Hainan Tourism Duty-Free City, and Haikou Riyue Square Duty-Free Shop saw significant increases, all exceeding 100% [1] Group 2: Inbound Travel Growth - Haikou and Sanya experienced the fastest growth in inbound flight bookings during the New Year holiday, with increases of over 300% and 500% respectively [1] - The most popular nationalities visiting Hainan for the New Year included travelers from Malaysia, Thailand, South Korea, Vietnam, Australia, and Russia [1] - Other cities with notable increases in inbound travel during the holiday included Dali, Xishuangbanna, Beihai, Xuzhou, and Zhanjiang, all showing growth rates exceeding 300% in inbound flight bookings [1]

据了解，为大力发展入境游，河南文旅投资集团已于2025年11月17日与河南易美国际旅行社有限公司 （以下简称"易美国旅"）正式签署控股并购协议，旨在通过强强联手，实现优势互补，共同做大做强入 境游市场。易美国旅作为河南入境游领域的头部企业，业务覆盖澳大利亚、英国、西班牙、美国、意大 利等国家和地区。此次并购后，双方将通过资源、品牌与渠道的深度融合，共同开拓国际旅游市场。 启动仪式上，河南文旅投资集团发布了最新的入境游系列产品，包括奇豫盛世古都、体验中国功夫、畅 游太行山水、潮玩演艺河南等4条1—7天的精品线路。针对出境游市场，也特别推出了春节包机、澳大 利亚经典、美加墨世界杯等多条优惠线路，旨在通过优质的产品和服务，为海内外游客提供更加美好的 旅游体验。 "免签朋友圈"不断扩容、240小时过境免签政策红利持续释放……2025年以来，从机场到景区，从博物 馆到街头巷尾，河南迎来一批又一批海外游客，成为旅客入境游的热门目的地之一。 郑州出入境边防检查站统计数据显示，截至2025年12月27日，郑州航空口岸2025年出入境人员已突破 100万人次，同比增长16%；入境外籍人员超11.1万人次，同比增长48%。其中， ...