百亿级消费市场争夺战白热化 谁将收获春节出境游红利？ 21世纪经济报道 高江虹，实习生张贺芸 1月30日，中国驻日本大使馆再次提醒中国公民近期避免前往日本。无疑，中国游客赴日旅游还将继续 受到影响。 专业航空数据网站AeroRoutes数据显示，2026年2月和3月份中日航线整体减班数已破六成，2月份中国 航司飞日本的单向航班量已从4508班减少至1783班，降幅达60.5%，3月份更是减少幅度达63.4%。因为 中国航司的减班幅度，导致大阪关西机场中日航班量骤减73%。 目光投向了其他地方。途牛旅游副总裁齐春光告诉21世纪经济报道记者，今年春节时间比往年都长，因 此长线出境游很火爆，预订也更靠前，春节期间出境游前十的目的地分别是马尔代夫、马来西亚、印度 尼西亚、泰国、韩国、新加坡、意大利、法国、瑞士和新西兰。 赴日游客数量明显下降 根据航班管家DAST数据，2026年1月中国大陆赴日本航班取消率达47.2%，较2025年12月增长7.8个百分 点。截至1月26日，2026年2月已有49条航线取消全部航班。 而AeroRoutes的数据披露，中国航司赴日航班座位数从860947座减至370146座，降幅达57 ...

2026.01. 27 本文字数：1745，阅读时长大约3分钟 作者 | 第一财 经 乐琰 距离"史上最长春节假期"不足一个月，旅游市场正在升温。充裕假期下，游客们能更灵活地安排出游，9天 长假叠加"请5休15"的拼假模式带动出境游热度攀升，但在目的地方面2026年春节则有新变化。 日本游跌出热门榜单 春秋旅游副总经理周卫红透露，截至目前，春节假期出游预订人次同比已超去年，其中，春节出境游预订人 次同比去年增长近80%，春节入境游人次同比去年已翻倍。 值得注意的是，今年春节假期的出境游排位有明显变化，第一财经记者采访了解到，原本基本稳定在春节出 境游目的地前十名的日本跌出前十榜单，相对而言，泰国、新加坡等东南亚旅游目的地排名提升，而此前并 非大热目的地的土耳其则因为免签而成为春节出境游"黑马"。 不少旅行社和旅游平台反馈，大量赴日航班取消加之游客出行计划改变，就目前报名情况来看，2026年春 节赴日本的游客大幅减少。"这个现象已经持续了一段时间，我们目前基本没有什么能成团的春节日本游 了，即便有零星赴日的，大多也是商务或探亲，纯旅游的很少。而在往年，日本是春节出境游的热门目的地 之一，且游客在当地消费金额很高 ...

2026年春节出境游市场呈现显著变化，入境游热度同步攀升。 距离"史上最长春节假期"不足一个月，旅游市场正在升温。充裕假期下，游客们能更灵活地安排出游，9天长假叠加"请5休15"的拼假模式带动出境游热度攀 升，但在目的地方面2026年春节则有新变化。 马蜂窝平台上春节出境游热门国家前十位是马来西亚、新加坡、泰国、土耳其、越南、菲律宾、印度尼西亚、韩国、新西兰、意大利。其中，意大利因米兰 冬奥会举办时间与春节重合，吸引不少游客计划"观赛+旅行"，马蜂窝站内相关签证、租车攻略热度上涨170%。 日本游跌出热门榜单 春秋旅游副总经理周卫红透露，截至目前，春节假期出游预订人次同比已超去年，其中，春节出境游预订人次同比去年增长近80%，春节入境游人次同比去 年已翻倍。 值得注意的是，今年春节假期的出境游排位有明显变化，第一财经记者采访了解到，原本基本稳定在春节出境游目的地前十名的日本跌出前十榜单，相对而 言，泰国、新加坡等东南亚旅游目的地排名提升，而此前并非大热目的地的土耳其则因为免签而成为春节出境游"黑马"。 不少旅行社和旅游平台反馈，大量赴日航班取消加之游客出行计划改变，就目前报名情况来看，2026年春节赴日本的游 ...

Core Insights - The 2026 Spring Festival outbound travel is characterized by "visa-free" policies and "in-depth experiences" as key trends [2][9] Group 1: Travel Trends - The Spring Festival holiday has been extended to 9 days, leading to a surge in outbound travel demand compared to 2025 [2][3] - Travelers are exhibiting behaviors such as "early departure" and "staggered travel," with peak outbound travel expected from February 7 to 9 [2][3] - The average price of outbound tickets has increased significantly, with a 144% rise for flights from Beijing to Bangkok compared to two weeks prior [4][6] Group 2: Popular Destinations - Southeast Asian destinations like Thailand and South Korea remain popular due to proximity, low travel costs, and favorable visa policies [7][8] - Long-haul travel is gaining traction, with destinations like Australia, New Zealand, and Northern Europe seeing high demand, leading to sold-out packages [8] - The introduction of visa-free policies for Turkey and Russia has made these countries attractive options for travelers, with significant increases in bookings [9][10] Group 3: Consumer Preferences - There is a notable shift towards small group tours and in-depth travel experiences, with a 50% increase in bookings for customized group travel [8][10] - Travelers are increasingly focused on maximizing their holiday efficiency, with concentrated return travel patterns observed [6][10] - New travel products and themes are being introduced to cater to evolving consumer preferences, including unique experiences in less traditional destinations [10]

Core Insights - The 2026 Spring Festival holiday will last for 9 days, leading to a significant increase in outbound travel compared to 2025, with hotel bookings for popular destinations more than doubling [3][5]. - Popular outbound destinations include Thailand, South Korea, and Malaysia, with a notable rise in long-distance travel to places like Norway and New Zealand, where hotel bookings increased by 1.5 times and 2 times respectively [3][5]. - The trend of segmented travel is emerging, with many travelers opting to return home before heading abroad, resulting in two peaks of outbound travel during the holiday [3]. Travel Trends - Popular low-cost destinations for outbound travel include Vietnam, South Korea, Indonesia, Thailand, and Malaysia, with one-way tickets priced below 1500 yuan [4]. - Long-distance destinations such as Egypt, Spain, Australia, Turkey, and Portugal have seen hotel bookings increase by over 2 times, with Egypt leading at a 3.3 times increase [5]. - The age group of 23 to 40 years old constitutes over 55% of outbound travelers, with the 31 to 40 age group showing a 90% increase in travel intent [6]. Market Impact - The surge in travel demand has positively impacted tourism stocks, with companies like China Youth Travel (5.02% increase), Zhongxin Tourism (1.85% increase), and China Duty Free (8.25% increase) seeing significant stock price rises [8]. - The cruise industry is adapting to changes in travel patterns, with many routes originally planned for Japan being redirected to South Korea, reflecting a shift in consumer preferences [8].

Group 1 - The core viewpoint of the articles highlights a significant increase in outbound travel interest among Chinese travelers for the 2026 Spring Festival, with search activity reaching approximately double that of the previous year [1][2] - The 2026 Spring Festival holiday is officially scheduled from February 15 to February 23, lasting for 9 days, which is expected to drive travel plans [1] - Over 70% of accommodation bookings are anticipated to occur outside the 9-day Spring Festival holiday, indicating a trend towards extended travel experiences [1] Group 2 - Popular destinations for Chinese travelers during the 2026 Spring Festival include New Zealand, Norway, Thailand, Italy, Australia, Spain, France, South Korea, Malaysia, and the UK, with New Zealand and Norway emerging as increasingly popular choices [1] - The desire for travel experiences that are further, freer, and closer to nature is evident, with outdoor and nature-related activities becoming the most booked experiences among Chinese tourists [2] - The "Z generation" is leading the surge in outbound travel searches, with their interest increasing over threefold year-on-year, reflecting a strong inclination towards adventurous and nature-oriented travel [2]