Core Insights - The domestic consumption market in China showed strong performance during the 2026 New Year holiday, with a total of 590 million cross-regional trips made, averaging 198 million per day, representing a year-on-year increase of 19.62% [1] - Domestic travel reached 142 million trips, with total spending amounting to 84.789 billion yuan [1] Group 1: Consumption Trends - The "ice and snow economy" was a significant highlight, with approximately 40% of the top 20 popular travel routes during the holiday being ice and snow destinations [2] - The trend of attending concerts as a reason for travel was notable, with ticket bookings for events like the "Song of the Journey" concert in Harbin increasing by 82% and hotel bookings rising by 81% [3] - Young people, particularly those born after 2000, represented 39% of travelers, while those born in the 1990s accounted for 33%, indicating a shift towards more personalized and experiential travel [4] Group 2: Policy and Economic Support - The launch of 625 billion yuan in subsidies for replacing old consumer goods provided a boost to consumer confidence and spending [6] - Various cities implemented additional financial incentives, such as consumption vouchers, to stimulate local economies, with Guangzhou's initiatives leading to significant consumer engagement [6] Group 3: Local Consumption and Services - The restaurant industry saw a daily sales increase of 4.6% during the holiday, with traditional family gatherings becoming a key consumption driver [7] - Local consumption upgrades, such as extended business hours and enhanced community services, contributed to a more convenient shopping experience [8] - The inbound tourism market experienced robust growth, with ticket bookings for attractions increasing by 110% and a notable rise in demand for duty-free shopping experiences [8]

Group 1: Domestic Tourism Market Performance - The domestic tourism market experienced a strong start in 2026, with ticket bookings for scenic spots increasing over four times year-on-year [1] - Jiangsu province stood out with a 97% increase in overall travel orders compared to the same period last year, with top attractions including Suzhou's Humble Administrator's Garden and Nanjing's Qinhuai Scenic Area [1] Group 2: Young Travelers and New Travel Trends - Young people, particularly those born after 2000, dominated the travel market, accounting for 39% of travelers, while those born in the 1990s made up 33% [2] - The concept of "self-care travel" gained popularity, with a 125% increase in searches related to "New Year travel," reflecting a shift towards more personalized and meaningful travel experiences [2] Group 3: Popular Destinations and Growth in Orders - Major tourist destinations included Beijing, Shanghai, and Guangzhou, with provinces like Guangxi and Jiangsu seeing order growth of over 100% [5] - Guangxi's introduction of over 400 cultural and tourism activities led to a 170% increase in travel orders, while lesser-known destinations like Anji and Qingyuan saw orders rise by 930% and 774%, respectively [5] Group 4: Snow and Mountain Tourism - The initial snowfall of the year significantly boosted mountain tourism, with ticket bookings for mountain attractions increasing by over 150% [6] - Huangshan saw a remarkable 544% increase in orders, while other mountains like Lushan and Emei also experienced substantial growth [6] Group 5: Ice and Snow Activities - The trend of "ice and snow tourism" broke regional barriers, with southern regions like Anji experiencing a 930% increase in orders for outdoor snow activities [8] - Northern regions offered unique experiences such as ice fishing and traditional fishing culture, appealing to young travelers seeking adventurous activities [9] Group 6: Concerts as Tourism Drivers - Concerts became a significant driver of tourism, with cities like Harbin and Zhuji seeing order increases of 82% and 2544%, respectively, due to major events [12] - The phenomenon of traveling to a city for a concert highlights the growing importance of live events in boosting local tourism [12] Group 7: Growth in Inbound Tourism - The inbound tourism market showed strong growth, with ticket bookings increasing by 110% and experience-based product bookings rising over 30 times [15] - Popular inbound destinations included major cities like Shanghai and Beijing, with Sanya seeing a 170% increase in orders due to its duty-free shopping and beach vacation appeal [15]