证券研究报告 | 行业点评 gszqdatemark 2026 01 04 年 月 日 交通运输 2026 年元旦出行数据点评：供需两旺，境内外双线并进 2026 年元旦假期，预计全社会跨区域人员流动量累计达 5.9 亿人次，日 均 1.98 亿人次，同比增长 19.5%。根据交通运输部、中国交通报数据， 2026 年元旦假期前一天至第三天，全社会跨区域人员流动量分别为 20,776.3 万、20,747.5 万、18,471.9 万、20,270 万人次，环比+33.7%/- 0.1%/-11%/+9.7%，同比+25.4%/+20.3%/+12.1%/+20.8%。其中，铁 路客运量、公路人员流动量、水路客运量、民航客运量逐日同比均实现正 增长。2026 年 1 月 1 日至 3 日，全社会跨区域人员流动量预计日均 1.98 亿人次，同比 2025 年 1 日至 3 日（1 天假期）增长 19.5%。 出行需求强劲，国内文旅、跨境文旅双旺。据携程及去哪儿数据，2026 年 元旦假期，文旅消费需求火热，国内景区门票预定量同比增长超 4 倍；受 益于国际假期及中外免签政策的陆续开放，入境游继续强劲增长，假期首 ...

Core Insights - The Ministry of Culture and Tourism reported that during the 2026 New Year's holiday, there were 142 million domestic trips taken, with total spending reaching 84.789 billion yuan [1] Group 1: Travel Trends - The New Year's holiday saw a significant interest in cross-year travel and ice and snow tourism, indicating a strong consumer preference for short trips and vacation travel [1] - Cultural experiences played a key role in enhancing the festive atmosphere, contributing to a sense of celebration and engagement among travelers [1]

作者 | 第一财经 陆涵之 临近元旦小长假，消费者出行需求旺盛，元旦假期的部分高铁路线已经售罄。 2025.12. 19 本文字数：1337，阅读时长大约2分钟 2026年元旦当日火车票已开售，第一财经记者注意到，部分热门线路如北京到沈阳、北京到哈尔滨、上海到台州等，12月31日晚间以及2026年1月1日 上午时段多趟班次的车票已售罄或余票紧张。 平台数据显示，今年元旦假期短途游成为热门选择。美团旅行数据显示，元旦期间出行的预约单量比去年同期增长近5倍。从目的地看，元旦期间，火车 出行热度最高的城市为北京、上海、广州、哈尔滨和南京等地。元旦期间最热门的火车线路多集中于"4小时高铁圈"内。北京—哈尔滨、成都—重庆、昆 明—大理、成都—重庆、长春—哈尔滨等线路备受青睐，行程最短不足40分钟，最长约4小时。这类省时、灵活的短途出行方式，精准契合当下游客 的"微度假"需求。 美团数据显示，随着高铁网络不断完善，选择乘坐半天内可达的列车进行短途出游更为普遍。这一趋势在京津冀、长三角、粤港澳大湾区和川渝等主要城 市群尤为明显——区域内城市间高频流动，构成了"4小时高铁圈"的出行基础。 从客源地看，北京、广州、上海、深圳、 ...

12月18日，2026年元旦当日火车票正式开售。今年元旦比去年多2天假期，催热短途游。美团旅行数据 显示，元旦期间出行的预约单量比去年同期增长近5倍。火车出行热度最高的城市为北京、上海、广 州、哈尔滨和南京等地。飞机出行方面，广州为全国元旦跨年预订最热门目的地。其中，95后是元旦出 游的绝对主力人群。 ...

Core Insights - Short-distance travel has become a popular leisure activity among young people, moving away from traditional tourist hotspots to more serene rural destinations [1][3][4] - The trend of "village drifting" reflects a desire for a slower pace of life, where individuals seek relaxation and connection with nature rather than crowded tourist attractions [3][9] Group 1: Trends in Travel Preferences - Young people are increasingly favoring rural destinations that offer natural beauty and modern conveniences, leading to a rise in "village drifting" [4][16] - The concept of "village drifting" allows for a balance between modern living and natural surroundings, making rural areas appealing for short getaways [16][38] - The accessibility of rural areas has improved due to infrastructure developments, making them more attractive for urban dwellers seeking a break from city life [14][16] Group 2: Characteristics of Rural Destinations - Many rural areas retain their cultural and historical significance, offering experiences that rival traditional tourist attractions [12][26] - Villages like Yingtan in Hebei exemplify the blend of ancient architecture and modern amenities, creating a unique living environment for visitors [22][24] - The integration of modern facilities such as cafes and Wi-Fi in rural settings enhances the appeal for younger travelers [14][38] Group 3: Economic and Social Impact - The influx of urban visitors has revitalized rural economies, providing new income opportunities for local residents through tourism-related activities [34][36][37] - "Village drifting" fosters a reciprocal relationship between urban visitors and rural communities, leading to cultural exchange and economic benefits [37][38] - The transformation of rural areas into vibrant destinations contributes to the preservation of local culture while adapting to contemporary lifestyles [26][38]

Core Insights - The transportation during the National Day and Mid-Autumn Festival holiday period saw significant passenger traffic, with Chengdu Station sending a total of 571.9 million passengers and receiving 566.5 million passengers from September 29 to October 10, marking a record high for the holiday period [1][2] Group 1: Passenger Traffic - Chengdu Station achieved a record passenger sending volume of 666,000 on October 1, surpassing the previous record of 614,000 set during the 2025 May Day holiday [1] - The overall passenger traffic during the holiday was characterized by a mix of family visits, tourism, and student travel, with short-distance travel being particularly popular [1] Group 2: Train Operations - A total of 2,374 additional trains were operated by Chengdu Station during the holiday, including 504 night trains [2] - The Chengdu-Dujiangyan Railway saw a total of 680,000 passengers, with an average of 57,000 passengers per day, reflecting an 8.7% year-on-year increase [1] Group 3: Special Services - The company launched themed "Panda Special Trains" to cater to tourism demand, operating three trains daily from Chengdu East Station to Huanglong Jiuzhai Station [2] - Additional trains were also added for events such as the "Chuan Chao" football matches and concerts, enhancing connectivity to popular destinations [2]

Group 1 - The article highlights a surge in tourism in Guangzhou during the National Day and Mid-Autumn Festival holiday, with many tourists opting for short trips within the province [1] - Nearly 200 tourists gathered at the Guangzhou Oriental Hotel to embark on trips to Huizhou and Zengcheng, experiencing various cultural themes [1] - According to data from Guangzhilv, over 80% of tourists participated in 2 to 3-day short trips, with popular destinations including Guangzhou Changlong and Qingyuan Gulongxia [1] Group 2 - Qingyuan Gulongxia scenic area reported a 20% year-on-year increase in visitor numbers on October 1, with over 75% of self-driving tourists coming from the Guangdong-Hong Kong-Macao Greater Bay Area [1] - The new attraction "Flying Rainbow" at Gulongxia has gained significant popularity among visitors during the holiday [1] - Various cultural and technological activities have been organized by major cultural tourism sites in Guangzhou to enhance visitor experience during the holiday [1][2]

Core Insights - The upcoming "Children's Day" is driving a surge in family-oriented travel, with tourism companies actively targeting the parent-child travel market [1][2][4] - The parent-child travel market is experiencing a shift towards short-distance and nearby travel, as long-distance travel declines [5][6] - The growth of the domestic parent-child travel market is supported by an increasing child population, creating significant growth potential [1][8] Industry Trends - Various tourism companies are launching promotions and activities to attract families, such as live-streaming events and themed hotel packages [2][3] - Theme parks and animal parks are particularly popular, with many offering special events and discounts for children [3][7] - The report indicates that weekend trips are becoming the primary form of family outings, with a significant increase in short-distance travel [5][6] Market Forecast - The upcoming Dragon Boat Festival and summer vacation are expected to further boost the parent-child travel market, with predictions of a recovery to pre-pandemic levels [8][9] - Experts anticipate a significant influx of domestic tourists as international travel remains limited, leading to a booming parent-child travel market this summer [8][9] - The market is expected to see a balanced growth across short, medium, and long-distance travel, with short and medium-distance trips being the preferred choice for many families [9]

Group 1: Travel Trends for Dragon Boat Festival - The booking for surrounding travel is booming ahead of the Dragon Boat Festival, with hotel prices increasing by 51% compared to pre-pandemic levels in 2019 [1] - Flight prices for the Dragon Boat Festival are generally lower than those during the May Day holiday, with some routes showing a price increase of about 30% [2][3] - The average ticket price for flights during the Dragon Boat Festival is reported to be 707 yuan, with popular routes including Beijing to Chengdu [3] Group 2: Hotel and Accommodation Insights - Due to the short three-day holiday, travelers are opting for nearby and short-distance trips, leading to a significant increase in hotel prices in the Beijing area, with some hotels seeing price hikes of over 70% [4] - The demand for homestays around Beijing has surged, with prices for certain accommodations increasing sixfold during the holiday period [4] - Many accommodations in popular tourist areas are already fully booked for the Dragon Boat Festival, indicating high demand [4] Group 3: Anticipation for Summer Travel - As summer approaches, businesses are preparing for a surge in travel demand, with expectations of a new wave of tourism growth [7] - The hotel industry is actively promoting packages aimed at families and children, indicating a strategic focus on capturing the family travel market [7] - Experts predict that the summer travel market will see significant price increases for hotels, flights, and attractions compared to pre-pandemic levels [8]

Core Insights - The domestic tourism market in China is experiencing a recovery and growth, with a projected increase of over 5% in both the number of trips and total spending during the 2025 Qingming, "May Day", and Dragon Boat Festival holidays compared to the previous year [1] - Short-distance travel and "micro-vacations" are emerging as significant trends, reshaping the tourism landscape and creating new opportunities in the cultural tourism market [1][6] Group 1: Market Trends - Local and surrounding travel constitutes 64% of domestic travel during the 2025 Dragon Boat Festival, indicating a strong preference for short-distance trips [2] - A survey shows that 84.39% of respondents prefer to take micro-vacations within 300 kilometers of their homes, driven by the convenience of high-speed rail and limited holiday durations [2] - The rise of family-oriented travel, particularly among the 80s and 90s generations, is further boosting short-distance travel, with family trips accounting for 25% of overall travel orders during the Dragon Boat Festival [3] Group 2: Regional Travel Dynamics - Cities within the Beijing-Tianjin-Hebei and Yangtze River Delta regions are forming interconnected tourism circles, with residents frequently traveling to nearby cities [3] - For instance, during the Dragon Boat Festival, Shenzhen's main tourist sources included nearby cities like Guangzhou and Dongguan, highlighting a trend of mutual travel destinations [3] - The Beijing-Tianjin-Hebei region has seen significant inter-city tourism, with 18.2% of visitors to Hebei Province during the 2025 Spring Festival coming from Beijing and Tianjin [3] Group 3: Changing Consumer Preferences - The concept of "micro-vacation" reflects a shift in consumer mindset, where travelers prioritize relaxation and immersion in local culture over visiting multiple attractions in a short time [5][6] - New hotel offerings, such as the Yuyuan Bay Resort in Shenzhen, cater to this trend, with a high repeat customer rate and a focus on providing a unique local experience [5] - The travel consumption market is transitioning towards slow travel and deep experiences, with businesses adapting by promoting surrounding travel products [6]