南方财经21世纪经济报道记者郑青亭、实习生陈俊康 北京报道 尽管面临全球经济放缓和成本高企的挑战，欧洲旅游业依然展现出强劲韧性，正积极推动客源市场多元 化与高质量增长。 欧洲旅游委员会（ETC）首席执行官兼执行董事爱德华多·桑坦德（Eduardo Santander）近日在接受21世 纪经济报道专访时表示，欧洲将持续作为全球首要旅游目的地，而中国游客将在其中扮演关键角色。 近日，中国工商银行与欧洲旅游委员会、万事网联联合发布工银万事达欧洲旅行联名信用卡，为跨境出 行人士提供便利、高效、安全的支付服务。该卡支持人民币及欧元、英镑、瑞士法郎等10种外币直接支 付。持卡者可享有免收外汇兑换手续费、欧洲消费返现及境外取现补贴等金融权益。 在活动间隙，桑坦德接受21世纪经济报道记者专访时指出，欧洲旅游业复苏态势稳定，但更注重"有责 任的增长"。他强调，欧洲不追求游客数量的简单回升，而是希望吸引"重视体验、感到安全与被关照的 游客"。对于2026年中国赴欧市场能否恢复至疫情前水平，他认为增长将更侧重于品质提升。 据介绍，疫情后，中国游客行为模式显著变化：大规模团队游减少，自由行与小团游成为主流；旅行偏 好从城市转向自然户 ...

Core Insights - The tourism market in Hainan is experiencing a significant surge during the New Year holiday, characterized by diversification, quality enhancement, and deep experiential trends [1][2] Group 1: Visitor Statistics - Hainan received over 2.17 million tourists during the New Year holiday, marking a 25.2% increase compared to the previous year [1] - Total tourism expenditure reached 3.136 billion yuan, reflecting a growth of 28.9% [1] - A total of 142.16 million visitors were recorded at A-level tourist attractions, an increase of 35.5% [2] Group 2: Event Highlights - The provincial tourism system organized 21 large-scale events, including concerts and sports events, attracting 347,000 attendees and generating 760 million yuan in tourism consumption [2] - The Sanya New Year electronic music festival attracted 19,000 attendees, contributing 176 million yuan to local consumption [2] Group 3: Travel Trends - International flight bookings to Sanya increased fivefold, while those to Haikou nearly tripled, ranking among the top growth rates in the country [2] - The "Two Ring Road" became a popular travel route, with 2.2757 million people using the island's tourism roads during the holiday [2] Group 4: Accommodation and Services - The average occupancy rate of operating accommodation units reached 79.01%, up 3.8 percentage points year-on-year [2] - Local governments enhanced visitor services at key locations, providing assistance such as ticketing, luggage storage, and emergency support [3]

Core Insights - The tourism market is experiencing a significant shift from "seeing the world" to "enjoying oneself," driven primarily by younger consumers who prioritize emotional and experiential value in their travel choices [1][2] Group 1: Consumer Behavior Trends - There is a notable increase in consumer spending and shopping behavior during the New Year holiday, with average spending and shopping items per tourist rising over 20% year-on-year [1] - Travelers are increasingly willing to pay a premium for high-quality accommodations and unique experiences, reflecting a trend towards "quality upgrades" in travel consumption [1] - Different consumer segments are emerging, with families preferring high-star resorts for convenience and Gen Z willing to spend on unique experiences like viewing the aurora or attending concerts [1] Group 2: Destination Diversification - The destination landscape is becoming more decentralized, with smaller cities and counties experiencing significant growth, driven by their unique resources and cultural identities [3][4] - Popular smaller destinations include Qingyuan, Tongchuan, and Fushun, which have seen rapid order growth, indicating a shift in tourist flow from major cities to less traditional locations [3] - The rise of local attractions, such as themed parks and cultural experiences, is helping to balance tourism consumption across regions and alleviate pressure on traditional hotspots [4] Group 3: Seasonal Tourism Trends - The winter tourism market is evolving with a blend of traditional "ice and snow" activities and new experiences, showcasing a growing interest in diverse winter activities across regions [5] - Southern regions are seeing a surge in ski resort bookings, while northern areas are innovating with activities like ice fishing and snow camping, indicating a breaking of geographical limitations in winter tourism [5] - The launch of the Hainan Free Trade Port has created synergies between "winter escape" tourism and "duty-free shopping," significantly boosting hotel bookings in Hainan [5] Group 4: International Travel Dynamics - The outbound tourism market is witnessing a dual trend of recovery and upgrade, with long-haul destinations like Australia and the USA gaining popularity [6] - There is a notable increase in outbound travel orders from non-first-tier cities, indicating a growing demand for international travel among broader consumer demographics [7] - The tourism market's robust start in 2026 reflects a combination of evolving consumer preferences and innovative supply-side offerings, suggesting a continued focus on experiential, quality, decentralized, and integrated travel experiences [7]