2026.02. 07 "我就打算回南宁老家待两三天，正月初二就跟父母出去旅游了，从老家出发去周边的城市玩。"在广州工作的95后宋女士说，父母年轻时就离开了老家 来到城市生活，他们也没有整个春节都呆在老家的想法，很愿意出去走走。 在北京工作的林先生今年打算回福建安溪农村老家过年，顺便带着家里老人周边游，"现在老人自己也很想多出去旅游"。 国务院新闻办公室最近举行的新闻发布会介绍了2026年春运形势和工作安排。国家发展改革委副主任李春临在会上表示，综合研判，除客流规模有望创 新高以外，今年春运还将呈现一些新的特点。 其中，从出行方式看，自驾出行规模高位运行，现在流行父母到子女家过年，就是常说的"反向春运"，此外"先回家、再出游"等成为近年来的新趋势。 广东省体改研究会执行会长彭澎对第一财经分析，现在很多人过年回到农村老家，仅待两三天走亲访友，然后就出门旅游。这种过年方式的变化，反映 了随着经济社会发展，人们的收入水平、消费理念不断迭代提升，交通等多方面的服务也在升级。 本文字数：1723，阅读时长大约3分钟 作者 | 第一财经 林靖 "史上最长"春节假期即将到来。 近年来随着我国经济社会的发展，消费观念的不断升 ...

"史上最长"春节假期即将到来。 近年来随着我国经济社会的发展，消费观念的不断升级，中国人的过年方式也在发生诸多深刻的变化。 比如，越来越多人在过年期间会先回到老家走亲访友，然后出游——这种分段式过年的方式越来越流 行。 "我就打算回南宁老家待两三天，正月初二就跟父母出去旅游了，从老家出发去周边的城市玩。"在广州 工作的95后宋女士说，父母年轻时就离开了老家来到城市生活，他们也没有整个春节都呆在老家的想 法，很愿意出去走走。 在消费理念上，不少年轻群体过年时选择既走亲访友，又能体验新鲜感，兼顾了传统和新式理念。实际 上，不仅仅是年轻群体的过年理念、消费理念在变化，农村很多老人过年理念、消费理念也在改变。 以旅游为例，厦门大学经济学系副教授丁长发对第一财经分析，农村老人的消费理念不断升级。一些50 后、60后经历了改革开放的起始阶段，抓住了机遇已经先富了起来，不少农村老人的子女收入也不错， 都负担得起旅游的开支。 近年来农村居民国内出游人数和出游花费均呈现快速增长态势。文化和旅游部公布的数据显示，2025 年，国内居民出游人次65.22亿，比上年同期增加9.07亿，同比增长16.2%。其中，城镇居民国内出游人 次 ...

Core Insights - The upcoming 9-day Spring Festival holiday is expected to ignite a surge in travel demand, with various travel products already entering a "booking frenzy" [1] - The proportion of travelers during the 2026 Spring Festival is anticipated to increase, gradually catching up with the "returning home" crowd, highlighting a trend towards "segmented New Year" and "composite Spring Festival" experiences [1] Group 1: Travel Trends - "Non-cross-province" travel is gaining popularity, with many travelers preferring local trips to avoid delays in visiting family and friends [2] - Approximately 20% of the top 100 cities for hotel bookings during the Spring Festival are located in provinces with a high number of migrant workers, such as Henan, Anhui, Sichuan, and Jiangxi [2] - The "reverse New Year trend" is notable, with young people in major cities bringing their parents from rural areas to celebrate together [2] Group 2: Regional Highlights - Regions like Guangdong, Fujian, and Sichuan are launching campaigns to attract tourists, with Guangdong's hotel bookings increasing by 169% compared to last year [3] - Fuzhou has entered the top five for hotel bookings during the Spring Festival, with an increase of over 80% year-on-year [3] - Sichuan's New Year activities, including the famous lantern festival, are making it a sought-after destination, with hotel prices rising significantly [3] Group 3: Emerging Travel Patterns - A report indicates a clear trend towards segmented travel, with nearly 35% of users opting for early bird trips before the holiday peak [5] - The highest travel peak is expected on February 18, following family reunions and traditional New Year celebrations [6] - There is a growing interest in "niche" travel destinations and experiences, with social media playing a significant role in promoting lesser-known locations [6]

Core Insights - The report by Tongcheng Travel highlights a significant increase in travel activity during the 2026 Spring Festival, driven by the longest holiday period in history and a trend of combining leave days for extended vacations [1] - The report indicates that the proportion of travelers during the Spring Festival is expected to rise, approaching the numbers of those returning home, with diverse travel needs leading to a "composite Spring Festival" experience [1] Group 1: Travel Trends - The report shows a surge in hotel bookings in Guangdong, with a 169% increase compared to the same period last year, driven by unique regional customs and events [1] - Qingyuan City in Guangdong has seen a remarkable 342% increase in hotel bookings, ranking sixth nationally [2] - The top destinations for experiencing local customs include Guangdong, Fujian, and Sichuan, with Guangdong leading due to its distinctive Lingnan traditions [3][4] Group 2: Popular Destinations - Sichuan's tourism is boosted by events like the Zigong Lantern Festival, with hotel bookings in Chengdu ranking fourth among popular destinations [4] - Hainan has experienced a 191% increase in hotel bookings, with Haikou and Sanya showing significant growth, indicating a trend towards higher quality and longer stays [6] - Yunnan is emerging as a "dark horse" destination, with hotel bookings in cities like Kunming and Dali seeing one to two times the increase compared to last year [7] Group 3: Domestic Travel Preferences - There is a growing trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities like Ganzhou and Xinyang seeing booking increases of 252% and 169% respectively [9] - The report notes a rise in "reverse Spring Festival" travel, where young people bring their parents to urban centers for the holiday, leading to increased flight bookings from smaller airports to major cities [10] Group 4: International Travel Trends - The demand for outbound travel is increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, including destinations like Bangkok and Singapore [11] - Midwestern cities are showing heightened enthusiasm for international travel, with cities like Chengdu and Wuhan making the top 15 source cities for outbound tourism [12]

Group 1 - The core viewpoint of the report indicates that the combination of the longest Spring Festival holiday and the "5 days off, 15 days on" leave trend is significantly boosting the travel market for the upcoming Spring Festival in 2026, with increasing booking trends for flights, hotels, and group tours [1] - The report predicts that the proportion of travelers during the Spring Festival will continue to rise, approaching the numbers of those returning home, driven by diverse travel needs such as leisure, family visits, and reunions [1] - The report highlights that there will be multiple travel peaks during the holiday, particularly from the second to the third day of the New Year, as users switch modes and embark on new journeys [1] Group 2 - Various regions are launching campaigns to attract tourists, with Guangdong Province leading with a 169% increase in hotel bookings compared to the previous year, and cities like Qingyuan and Chaozhou showing significant growth [2] - The report lists the top destinations for cultural experiences during the Spring Festival, with Guangdong, Fujian, and Sichuan being prominent for their unique local customs and events [3][4] - The report notes that the demand for cultural and intangible heritage tourism is rising, with cities like Fuzhou and Quanzhou gaining popularity among travelers [7] Group 3 - The report indicates that Hainan Province is experiencing a surge in travel interest, with hotel bookings increasing by 191% compared to the previous year, driven by longer stays and higher spending [8] - Yunnan Province is emerging as a "dark horse" destination, with significant increases in hotel bookings for cities like Kunming and Dali, reflecting a growing interest in less traditional tourist spots [9][12] - The report highlights a trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities in provinces like Henan and Anhui seeing substantial increases in hotel bookings [13] Group 4 - The report notes a significant rise in "reverse reunion" travel, where young people bring their parents to major cities for the holiday, leading to increased flight bookings from smaller airports to cities like Beijing and Shanghai [14] - The demand for outbound travel is also increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, and new destinations like Russia and Turkey seeing substantial growth in bookings [15][18] - The report emphasizes that non-first-tier cities are increasingly participating in outbound travel, with cities like Chengdu and Chongqing making up a significant portion of the outbound tourist demographic [18]

Core Insights - The report by Tongcheng Travel indicates that the combination of the "longest Spring Festival holiday in history" and the "5-day leave for 15-day vacation" trend is significantly boosting the activity in the cultural and tourism market for the upcoming Spring Festival in 2026 [1][4] - There is an increasing trend in travel bookings for flights, hotels, and group tours on the Tongcheng platform, continuing the upward trend observed during the New Year [1][4] Travel Trends - The Spring Festival is not only a time for family reunions but also represents another "super long golden week" after National Day, with a growing proportion of travelers expected to participate in leisure travel, family visits, and reunions [5] - The characteristics of "segmented New Year" and "composite Spring Festival" are becoming more pronounced, with multiple travel peaks expected during the holiday, particularly from the second to the third day of the New Year [5] Popular Destinations - According to Tongcheng data, the top five popular destinations for the Spring Festival are Guangdong, Fujian, Sichuan, Chongqing, and Jiangxi [2][5] - The report highlights that Southeast Asia remains the preferred overseas destination for Chinese travelers during the Spring Festival, with major cities like Bangkok, Singapore, Kuala Lumpur, Ho Chi Minh City, and Bali being the most sought-after [7][8]