Core Insights - The report by Tongcheng Travel indicates a significant increase in travel activity for 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 highlights a shift in travel patterns, with a growing proportion of travelers opting for leisure and family visits, leading to a rise in "composite Spring Festival" experiences [1] Group 1: Travel Trends - The proportion of travelers during the 2026 Spring Festival is expected to increase, approaching the numbers of those returning home for family reunions [1] - Multiple travel peaks are anticipated during the holiday, particularly from the second to the third day of the new year [1] Group 2: Regional Highlights - Guangdong Province has seen a 169% increase in hotel bookings compared to the previous year, with cities like Guangzhou and Qingyuan leading the way [2] - The top destinations for cultural experiences include Guangdong, Fujian, and Sichuan, with unique local customs attracting significant tourist interest [3][4] Group 3: Popular Destinations - The top ten popular destinations for hotel bookings during the Spring Festival include major cities like Beijing, Guangzhou, and Shanghai, with Chongqing and Sanya also ranking high [6] - Hainan Province has experienced a 191% increase in hotel bookings, with Haikou and Sanya showing particularly strong demand [8] Group 4: Emerging Markets - Yunnan Province is emerging as a "dark horse" destination, with significant increases in hotel bookings in cities like Kunming and Dali [9][12] - The trend of "reverse Spring Festival" is noted, where young people bring their parents to urban areas for celebrations, leading to increased flight bookings from smaller airports to major cities [14] Group 5: International Travel - There is a notable increase in outbound travel demand, particularly to Southeast Asia, with destinations like Bangkok and Singapore being popular choices [15][18] - Non-first-tier cities are showing a growing interest in international travel, with cities like Chengdu and Chongqing making the top fifteen list of outbound tourist sources [18]

1月27日，同程旅行发布《2026年春节旅行趋势报告》(下称"报告")。报告显示，"史上最长春节假期"叠 加"请5休15"拼假小浪潮，积极提振新春文旅市场活跃度。同程旅行平台上，延续元旦"量价齐升"趋 势，近一个月来春节机票、酒店民宿、跟团游等主要产品预订热度不断走高。 春节不仅是返乡团圆重要时刻，更是国庆之外又一"超长黄金周"。《报告》显示，较长假期的推动下， 2026年春节出游人群比例有望进一步提升，占比上逐步追赶返乡大军。在休闲度假、探亲访友、返乡团 圆等多元需求的拼配组合下，"分段式过年"、"复合型春节"的特征将愈发鲜明。反映到出行趋势上，除 了假期首尾客流高峰外，节中也将掀起多个出行高峰。其中，大年初二至初三是用户切换模式、集中开 启新旅程的峰值时段。 多地文旅掀起"年味抢客潮"，哪里的年俗更特别？ | 热度排名 | 目的地 | 年味特色及亮点 | | --- | --- | --- | | TOP1 | 广东 | 岭南限定年味 | | TOP2 | 福建 | 过闽式福年 | | TOP3 | 四川 | 锦绣安逸川味年 | | TOP4 | 重庆 | 渝味新岁 | | TOP5 | 江西 | 福马贺 ...