Core Insights - The tourism market in China experienced a strong start in 2026, with 142 million domestic trips taken during the New Year holiday, generating a total expenditure of 84.789 billion yuan [1] - Beijing emerged as the most popular domestic travel destination, attracting 8.808 million visitors and achieving a total tourism revenue of 10.97 billion yuan [3] - The inbound tourism sector showed significant growth, particularly in Hainan, where inbound orders for Sanya increased by 170% year-on-year [6] Domestic Tourism - During the New Year holiday, the trend of "north-south exchange" was prominent, with short trips and long-distance travel occurring simultaneously [4] - Major cities like Beijing, Shanghai, and Guangzhou were among the top destinations, with a rich supply of cultural and tourism activities [3] - The popularity of Beijing was particularly noted among families with young children, as it provided a unique New Year atmosphere [3] Inbound Tourism - Hainan's inbound tourism saw a remarkable increase, with Sanya and Wanning experiencing order growth of 170% and nearly 400% respectively [6] - The implementation of a 240-hour transit visa exemption policy has attracted more international visitors to mainland China [6] - Popular inbound destinations included major cities like Shanghai, Beijing, and Shenzhen, with significant increases in visitors from countries such as Saudi Arabia and Uzbekistan [6] Outbound Tourism - The outbound tourism market was also vibrant, with popular destinations being Seoul and Bangkok, driven by the "please take 3 days off for 8 days" holiday model [7] - Travelers showed a preference for island vacations, visa-free travel, and winter sports during the New Year holiday [8] - The announcement of visa-free entry for Chinese citizens to Turkey is expected to further boost outbound tourism interest [8]

Group 1 - The core viewpoint of the report indicates a significant increase in homestay bookings during the New Year holiday, with a 169% year-on-year growth compared to last year [1][3] - Cross-province travel has become mainstream, with 60% of users opting for such trips, reflecting a growing willingness to travel further [3] - The top ten popular destinations for this year's New Year holiday include Beijing, Nanjing, Chengdu, Harbin, Weihai, Sanya, Chongqing, Changsha, Guangzhou, and Qingdao, all of which have seen over 100% growth compared to last year [1][3] Group 2 - The trend of "拼假游" (taking additional leave) has gained traction, with 39% of users booking stays of two days or more during the holiday [4] - Family-oriented travel has also seen a notable increase, with orders for two-bedroom or larger homestays rising by 13%, and "亲子" (family-friendly) labeled homestay bookings increasing by 227% [4] - Unique and experiential homestays, such as "sea view homestays" and "bathtub homestays," have become particularly popular among the post-2000 generation, with orders for these types increasing by 210% [6]

Core Insights - The domestic tourism market in China experienced a strong start during the New Year holiday, with Beijing emerging as the most popular destination, receiving 8.808 million visitors and generating a total tourism expenditure of 10.97 billion yuan [1][2]. Group 1: Tourist Trends - The holiday showcased a "north-south crossover" trend, with southern tourists traveling north to enjoy snow and northern tourists heading south to escape the cold [1][3]. - Young travelers favored activities such as "mountain climbing for blessings" and visiting Chinese-themed amusement parks to kick off the New Year [6][7]. - The demand for short-distance travel within major city clusters and long-distance "north-south crossover" trips was evident, with many tourists preferring destinations within a "4-hour traffic circle" [3][4]. Group 2: Popular Destinations - The top ten domestic tourist destinations during the holiday included Beijing, Shanghai, Guangzhou, Shenzhen, Hangzhou, Chengdu, Nanjing, Chongqing, Xi'an, and Tianjin [2]. - Notable attractions in Beijing included Wangfujing, the Olympic Park, and Tiananmen Square, which were among the most visited sites [2]. - Harbin emerged as a winter hotspot, with a 28% increase in ticket bookings for local attractions during the holiday [3]. Group 3: Emerging Trends - There was a significant increase in orders for southern destinations like Hainan, with self-driving tours in Haikou and Sanya seeing year-on-year growth of 81% and 96%, respectively [4]. - Lesser-known destinations also gained popularity, with Anji's tourism orders increasing by 930% and Qingyuan's by 774% due to unique experiences and proximity to major cities [5]. - The trend of "mountain climbing for blessings" saw a 150% increase in ticket bookings for mountain attractions, with Huangshan experiencing a 544% rise in orders [6]. Group 4: Young Travelers - Young travelers became the main force in tourism during the holiday, showing a preference for experiences that combine cultural immersion and natural healing [7]. - The rise of Chinese-themed amusement parks reflects a growing demand for affordable and culturally rich entertainment options among younger demographics [7].

Core Insights - The domestic tourism market in China experienced a strong start during the New Year holiday, with Beijing emerging as the most popular destination, receiving 8.808 million visitors and generating a total tourism expenditure of 10.97 billion yuan [1][2][3] Group 1: Tourism Trends - The holiday showcased a distinct "north-south crossover" trend, with southern tourists traveling north to enjoy snow and northern tourists heading south to escape the cold [4][5] - Popular activities among young travelers included "mountain climbing for blessings" and visiting Chinese-themed amusement parks, reflecting a shift towards experiential and culturally immersive travel [8][10] Group 2: Destination Popularity - Beijing was the top destination, followed by Shanghai, Guangzhou, Shenzhen, and other major cities, with significant interest from families with children under 12 and adults aged 30-40 [2][4] - Key attractions in Beijing included Wangfujing, the Olympic Park, and Tiananmen Square, with a total of over 1,400 cultural and tourism events held during the holiday [2][3] Group 3: Regional Travel Patterns - The "4-hour traffic circle" concept gained traction, with short trips between core city clusters like Beijing-Tianjin-Hebei and the Yangtze River Delta becoming increasingly popular [4] - In southern regions, destinations like Hainan saw a surge in tourism, with self-driving trips to Haikou and Sanya increasing by 81% and 96% respectively [7] Group 4: Emerging Travel Preferences - The trend of "mountain climbing for blessings" saw a significant increase in ticket bookings for mountainous attractions, with orders for Huangshan rising by 544% and for Lushan by 390% [8][10] - The popularity of Chinese-themed amusement parks surged, with hotel bookings around these parks increasing by threefold, indicating a growing interest in culturally themed experiences [10][11]