Core Insights - The Shandong cultural tourism market is thriving during the 2026 New Year holiday, with a focus on creating memorable experiences for visitors through diverse activities and events [1][3] Visitor Statistics - During the New Year holiday, 200 monitored tourist attractions in Shandong received a total of 4.682 million visitors, generating revenue of 194.387 million yuan, reflecting a daily increase of 14.0% in visitor numbers and 12.2% in revenue compared to previous years [2] - The 16 five-star tourist attractions in the province averaged 370,800 visitors per day, a 24.1% increase from January 1, 2025, and daily revenue of 12.9174 million yuan, up 38.3% from the previous year [2] Event Highlights - Various cultural activities were organized in Jinan, including extended hours at the Shandong Art Museum and a collaborative "Art New Year" event featuring exhibitions and performances [3] - The New Year celebrations included diverse events such as music festivals and countdown activities across different cities, enhancing the festive atmosphere [3] Tourism Trends - The tourism trend during the holiday was predominantly driven by younger generations, with "post-2000" travelers making up 39% of the tourist demographic, emphasizing a new travel philosophy focused on self-indulgence and meaningful experiences [5][6] - Popular tourist destinations in Shandong saw significant growth in bookings, with cities like Rizhao leading with a 160% increase, followed by Qingdao at 118% and Tai'an at 107% [6] Seasonal Attractions - The demand for "ice and snow tourism" remained strong, with various regions offering integrated experiences combining ice activities with hot springs and local customs [6] - The launch of the second Ice and Snow Consumption Season in Shandong aimed to boost winter tourism, with events like the Ice Waterfall Festival attracting visitors [6] Special Promotions - Various attractions offered promotions targeting visitors born in the Year of the Horse, including free entry and discounts at hotels and scenic spots [7] Cultural Performances - The holiday period featured a rich array of performances, including concerts and traditional operas, enhancing the cultural experience for visitors [8] - The newly renamed Fang Rongxiang Grand Theatre hosted a significant performance featuring renowned Peking opera artists, drawing attention from the cultural community [9][10]

Group 1 - The tourism market during the New Year's holiday in 2026 showed strong performance, with 142 million domestic trips and total spending of 84.789 billion yuan, indicating a robust recovery and consumer confidence [1][2] - Consumer willingness to travel and spending power increased significantly, with average spending per trip estimated at 597 yuan, and various platforms reporting substantial growth in travel-related bookings [1][2] - Emerging destinations with unique experiences and convenient transportation saw remarkable growth, with cities like Qingyuan and Tongchuan leading in growth rates [1][6] Group 2 - The travel market exhibited a strong upward trend, with hotel bookings increasing by 280% and destination activity bookings rising over 270% compared to the previous year [2] - The "拼假" (flexible holiday) strategy allowed consumers to extend their travel periods, leading to increased demand for long-distance and in-depth vacation experiences [2][3] - Young consumers, particularly those born after 2000, dominated the market, with a focus on self-indulgent travel experiences, driving the trend of "老己游" (self-care travel) [3][4] Group 3 - Family travel, especially among parents with children, showed significant growth, with an 80% increase in travel participation, indicating a shift towards high-quality accommodations [4] - The demand for unique and immersive experiences is rising, with self-driving tours gaining popularity and consumers increasingly seeking "ceremonial" experiences [4][5] - The "cross-year travel" trend saw a 125% increase in related searches, highlighting the growing interest in themed events and cultural experiences [5] Group 4 - The tourism market displayed a clear pattern of established destinations maintaining their popularity while lesser-known locations experienced rapid growth [6][7] - Ice and snow tourism became a major focus during the holiday, with significant interest in both traditional and innovative winter activities [7] - The outbound tourism market saw a notable increase, with a tenfold rise in bookings for outbound charter services, reflecting a shift towards personalized travel experiences [8][9] Group 5 - Turkey emerged as a popular destination for Chinese tourists, especially after the visa exemption policy, which is expected to boost travel interest significantly [9] - The inbound tourism market also experienced strong growth, with a 110% increase in ticket bookings and a 30-fold increase in experiential product bookings [9]

1月3日，2026年首个小长假进入尾声，多家在线旅游平台发布的报告显示，元旦假期旅游市场"量价齐 升"火热开局，冰雪游稳占"C位"，海南封关引爆免税购物游。 元旦假期出游意愿与消费力双双提升，人均消费金额同比增长超30% 飞猪发布的报告显示，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%。 携程的报告显示，元旦假期国内景区门票预订量同比增长超4倍，入境游相关预订量亦大幅提升，掀起 了2026年度首个消费热潮。 途牛的报告显示，超三成用户选择在假期前抢先出发，"请3休8"拼假错峰的方式备受游客青睐。从出游 天数来看，2天的行程是更多途牛用户的选择，出游人次占比接近50%。此外，有近20%的用户选择了4 天及以上的跨年游行程。 据同程旅行的报告，元旦假期核心城市群短途游与"南北互换"长线游交织并行。其中，京津冀、长三 角、珠三角城市群内短途微度假颇为火爆，冰雪游和避寒游两大经典旅游主题下，东北三省、海南、云 南、新疆、四川、福建、广西等包揽元旦长线游热门流向。 ...

1月3日，各旅游平台发布元旦假期旅游数据。智通财经记者梳理发现，2026年元旦假期，国内旅游市场 迎来强劲开局。 同程旅游数据显示，作为冬季旅行风向标，冰雪游以压倒性优势稳占元旦假期"C位"。《报告》显示， 元旦期间国内热门航线TOP20中，冰雪游航线占比达四成左右，包括上海至哈尔滨、广州至哈尔滨、郑 州至乌鲁木齐、杭州至沈阳、上海至长春等。其中，1月3日哈尔滨飞上海、长春飞上海等返程航班十分 抢手，部分航班经济舱机票早早售罄，还有一些航班经济舱机票涨至全价。 携程数据显示，在南方，安吉凭借云上草原旅游订单同比增长930%，上海耀雪冰雪世界预订量增长超5 倍。在北方，除了经典的滑雪、搓澡、早市体验，更多"冰雪+"深度玩法受到追捧：在长白山暖帐中喝 着姜茶冰钓、现烤鲜鱼；在林海雪原跟着"林二代"徒步并体验传统捕鱼，听向导讲林场与捕鱼文化的故 事，在松山农家院围坐土灶铁锅，品尝热气腾腾的柴火炖；参与查干湖冬捕、雪地密室逃脱、雪地露营 下午茶、沈阳雪地村超足球联赛等新鲜项目。 入境游市场保持强劲增长 据携程数据，元旦假期，入境游市场保持强劲增长，门票预订量同比增长110%，入境体验型玩乐产品 预订量增长超30倍。热 ...