Group 1 - The 2026 Spring Festival is expected to see a significant increase in domestic and international tourism, driven by the longest holiday period in history and the "5 days off, 15 days rest" policy, with long-distance travel orders accounting for 59.6% and average travel days increasing to 6.4 days compared to last year [2] - Family travel is prominent, with 68% of travelers being family groups and 34% participating in "three generations traveling together," highlighting a shift towards immersive cultural experiences in tourism [2] - The popularity of non-material cultural heritage experiences has surged, moving from "check-in" to "immersive" experiences, contributing to the growth of the cultural tourism market [2][4] Group 2 - Major cities like Beijing, Guangzhou, and Shanghai are leading in travel popularity, with Beijing maintaining its top position due to its cultural heritage and modern attractions [3] - The immersive non-material cultural heritage exhibitions have seen a 156% increase in venue popularity, showcasing traditional crafts and attracting significant visitor interest [3] - The integration of film and tourism has proven successful, with the Spring Festival box office exceeding 4.5 billion, and films like "Biao Ren: Wind Rises in the Desert" boosting destination interest by 260% [4] Group 3 - The outbound tourism market is undergoing a significant transformation, with a nearly 30% increase in service bookings for the Spring Festival, and Malaysia emerging as the top destination [6] - Turkey's tourism has surged by 235% due to visa-free policies, while Italy's tourism has increased by 310% due to the overlap of the Winter Olympics and the Spring Festival [6] - The 2026 Spring Festival tourism boom reflects the innovative vitality of China's cultural tourism industry and the potential for cultural confidence and technological integration [8]

Core Insights - The 2026 Spring Festival is expected to see a significant increase in domestic and international tourism, driven by the longest holiday period in history and the "5 days off, 15 days rest" policy, leading to a surge in both volume and price [1] Domestic Tourism Trends - Long-distance travel orders for trips longer than 5 days account for 59.6% of total bookings, with an average travel duration of 6.4 days, an increase of half a day compared to last year [1] - Family and child travel groups represent 68% of travelers, with "three generations traveling together" making up 34% [1] - The popularity of intangible cultural heritage (ICH) experiences has shifted from "check-in" to "immersive" experiences, becoming a key highlight in the cultural tourism market [1] Popular Destinations and Activities - Beijing remains the top destination, followed by Guangzhou, Shanghai, Harbin, Sanya, Chongqing, Chengdu, Xi'an, Fuzhou, and Kaifeng, catering to diverse needs such as winter sports and cultural experiences [3] - The China Arts and Crafts Museum's immersive ICH exhibition has seen a 156% increase in venue popularity, integrating traditional crafts like paper-cutting and embroidery [3] - Sanya's hotel bookings have surged by 160% year-on-year, making it a preferred destination for northern tourists seeking warmth [3] Cultural Heritage and Film Integration - The search volume for ICH experiences has increased by 180%, with the post-00s demographic being the largest group engaging in these experiences [4] - The integration of film and tourism has proven successful, with the Spring Festival box office exceeding 4.5 billion, and films like "Biao Ren: Wind Rises in the Desert" boosting destination interest by 260% [4] International Travel Dynamics - International travel bookings for the Spring Festival have increased by nearly 30%, with Malaysia emerging as the top destination, followed by Singapore, Thailand, Vietnam, Indonesia, Turkey, South Korea, Australia, Italy, and New Zealand [6] - Turkey's popularity has surged by 235% due to visa-free policies, while Italy's tourism has increased by 310% due to the overlap of the Milan Winter Olympics with the Spring Festival [6] Conclusion - The robust growth of the tourism market during the 2026 Spring Festival highlights the innovative vitality of China's cultural tourism industry, reflecting cultural confidence and the potential for technology integration [6]