与此同时，大银幕的热度也延续到了旅途之中，跟着影视剧去旅行，成为一股不可忽视的假日旅游 新势力。根据飞猪旅行的数据，《飞驰人生3》的取景地甘孜、德令哈，《镖人：风起大漠》的取景地 克拉玛依，酒店间夜量同比增长超过1倍。 在传统与科技的碰撞中，今年春节文化旅游市场呈现出更加多元的玩法。综合同程旅行、飞猪等第 三方旅行平台的《春节旅游消费报告》，传统年俗文化依然是春节旅游市场的"大菜"，追寻传统"年味 儿"成为春节国内游的主流，广东、福建、浙江等地举办的各类迎新春年俗活动是文旅消费的大热 门，"跟着AI过大年"成为春节出游新时尚。 春节期间，传统年味儿成为各地吸引游客的最强IP，从广东汕头的英歌舞，到福建泉州的簪花围， 再到浙江各地的市集，南北年味大比拼将红红火火的节日氛围拉满。 同程旅行方面表示，今年春节假期主打传统特色"年味游"的十大热门目的地依次为：汕头、福州、 北京、赣州、苏州、九江、上海、泉州、德宏、开封。其中，汕头的旅游热度增幅领先，成为春节国内 游的最强"黑马"；福州以"新春文化旅游月"为主题，举办了超1800场活动；赣州、德宏等具有少数民族 特色的迎新年传统文化活动，凭借其强烈的视觉体验和参与感， ...

2026 年 2 月 24 日 行业研究 春节假期旅游需求旺盛，呈量价齐升、结构优化特点 ——春节假期旅游市场点评 要点 春节假期旅游市场延续高景气度，呈现 "量价齐升、结构优化"特征：2026 年春节假期，全社会跨区域人员流动量有望创新高，民航、铁路、水运等交通方 式客流均实现同比增长，其中水运受游轮观光、海南封关等因素拉动表现尤为亮 眼。酒店市场量价双增，从酒店交易规模来看，飞猪平台春节假期酒店间夜量同 比增长 75%，且高星级酒店人均预订间夜量接近 3 晚，呈现一定的消费升级趋 势，部分热门旅游城市酒店价格涨幅显著；受"先团圆、后度假"的分段式出行 影响，一定程度上推动春运机票价格同比上涨，热门航线供需格局较紧张。 国内游传统与小众目的地热度均上升，AI 推动消费场景串联：1）2026 年春节 国内游市场持续火爆，飞猪平台国内游订单量创历史新高，人均预订金额同比提 升约 10%。2）游客既追求传统旅游目的地的经典体验，亦青睐小众目的地的特 色玩法，国内游呈体验多元化趋势。传统景区方面，祥源文旅旗下核心景区表现 亮眼，春节假期前四天累计接待游客 26.45 万人，同比增长 20%，其中湖南张 家界黄龙洞、 ...

广东成为年俗游"顶流"，汕头等地酒店预订热度同比增长超80% 春节期间，传统"年味儿"成为各地吸引游客的最强"IP"，南北"年味儿"大比拼营造了红红火火过大年的热闹氛围。同程旅行平台数据显示，今 年春节假期期间主打传统特色"年味儿游"的前十大热门目的地依次为：汕头、福州、北京、赣州、苏州、九江、上海、泉州、德宏、开封。 广东无疑是今年春节"年味儿"旅游热的大赢家，汕头等热门广东目的地的酒店预订热度同比增幅均超过80%，增幅位居全国前列。春节期间， 广东省以"请到广东过大年"为主题，主打非遗年俗 + 新潮体验，并同步启动了春节文旅消费惠民补贴活动。潮汕地区浓郁的传统年味儿和游神 赛会、英歌锣鼓等传统年俗活动，为游客营造了沉浸式年俗体验。 《中国民航报》、中国民航网 记者许晓泓 报道："史上最长春节假期"交出一份漂亮的长假旅游成绩单，假期出游高峰全国多个知名景区"一票 难求"，周边游、长线游等旅游消费亮点纷呈。2月23日，同程旅行发布《2026春节假期旅游消费盘点报告》（下称《报告》），基于同程旅行 平台数据，总结了2026年春节假期旅游消费的新趋势和新特点。 福州春节期间以"来福州，过福年"为主题，推出了新春文 ...

智通财经APP获悉， "史上最长春节假期"交上了一份漂亮的长假旅游成绩单，假期出游高峰全国多个知名景区"一票难求"，周边游、长线游等 旅游消费亮点纷呈。2月23日，同程旅行(00780)发布了《2026春节假期旅游消费盘点报告》(下称《报告》)，基于同程旅行平台数据，总结了 2026年春节假期旅游消费的新趋势和新特点。 《报告》数据显示，传统年俗文化依然是春节旅游市场的"大菜"，追寻传统"年味儿"成为春节国内游主流，广东、福建等地举办的各类迎新春 年俗活动成为假日文旅消费的大热门，汕头等地旅游热度增幅领先，成为春节国内游"黑马"目的地。封关后首个春节长假，海南全岛春节旅游 热度创新高，酒店预订热度同比增长超70%。春节假期冰雪游热门目的地哈尔滨热度居前，同时室内滑雪场成为南方地区居民体验滑雪的首 选。春节期间"返乡游"与"反向过年"双向奔赴，重庆、成都等中西部城市文旅产品来自本地居民的预订热度同比增幅超100%。"跟着AI过大 年"成为今年春节出游新时尚，年轻人流行向AI请教各地的春节民俗。超长假期显著推高了春节长线出境游需求，米兰等意大利热门目的地酒 店预订热度同比增长超200%。 广东成为年俗游"顶流"， ...

新浪科技讯 2月23日上午消息，同程旅行发布了《2026春节假期旅游消费盘点报告》，基于同程旅行平 台数据，总结了2026年春节假期旅游消费的新趋势和新特点。 《报告》数据显示，传统年俗文化依然是春节旅游市场的"大菜"，追寻传统"年味儿"成为春节国内游主 流，广东、福建等地举办的各类迎新春年俗活动成为假日文旅消费的大热门，汕头等地旅游热度增幅领 先，成为春节国内游"黑马"目的地。封关后首个春节长假，海南全岛春节旅游热度创新高，酒店预订热 度同比增长超70%。春节假期冰雪游热门目的地哈尔滨热度居前，同时室内滑雪场成为南方地区居民体 验滑雪的首选。春节期间"返乡游"与"反向过年"双向奔赴，重庆、成都等中西部城市文旅产品来自本地 居民的预订热度同比增幅超100%。"跟着AI过大年"成为今年春节出游新时尚，年轻人流行向AI请教各 地的春节民俗。超长假期显著推高了春节长线出境游需求，米兰等意大利热门目的地酒店预订热度同比 增长超200%。 同程旅行平台数据显示，今年春节假期期间主打传统特色"年味儿游"的前十大热门目的地依次为：汕 头、福州、北京、赣州、苏州、九江、上海、泉州、德宏、开封。 数据显示，哈尔滨、长白山、阿勒 ...

Core Viewpoint - Caesar Travel Industry (000796.SZ) has not yet ventured into AI travel itinerary planning or AI tour guide services, focusing instead on building product barriers through self-developed offerings [1] Group 1: Company Strategy - The company emphasizes self-research and development to create unique product competitiveness [1] - It has established a product system covering 28 major themes and over 120 countries and regions [1] - The self-operated product development team is a key component in creating non-replicable products [1]

Core Insights - The tourism industry has been experiencing a strong recovery since 2022, with a double-digit compound growth rate in tourist numbers, and is expected to maintain high growth into 2025 [1][2] - Major holidays in 2025, including the upcoming National Day, have seen record-high travel enthusiasm, with significant increases in both domestic and international travel bookings [1][2] - The recovery in the tourism sector is anticipated to create investment opportunities, particularly in the OTA (Online Travel Agency) sector, with companies like Ctrip and Tongcheng Travel showing substantial stock price increases [1][7] Industry Trends - Domestic tourism in China has shown a remarkable increase, with 3.285 billion trips taken in the first three quarters of 2025, reflecting a year-on-year growth of 20.6% [2] - International tourism is also recovering, with 690 million international tourists globally in the first half of the year, a 5% increase, largely driven by China's performance [2] - The trend of mass tourism is evident, with a notable rise in travel from lower-tier cities, as rural tourism outpaces urban tourism growth [4] Structural Changes - The tourism structure is being reshaped, with a focus on experiential travel and innovative tourism models, such as high-end customized tours and luxury cruises [5] - AI technology is evolving within the industry, leading to the emergence of new demand avenues and enhancing user experiences across the tourism value chain [5][6] - Government policies are increasingly supportive, with measures aimed at fostering cultural and tourism consumption, contributing to the sector's stability and growth [6] Investment Opportunities - The ongoing recovery in the tourism sector and the rise of AI in travel are creating investment opportunities, particularly for leading companies in the OTA space like Ctrip and Tongcheng Travel [7][9] - Ctrip has shown robust growth in its accommodation and transportation booking segments, with revenue growth exceeding 20% [7] - Tongcheng Travel has become a major player in the lower-tier city market, with 87% of its registered users coming from non-first-tier cities, and has maintained double-digit growth in its core business segments [8]

Core Insights - The article highlights the significant growth in inbound tourism to Beijing, with a 44% year-on-year increase in visitors from January to July, totaling 2.916 million tourists, attributed to enhanced services and innovative products in the tourism sector [1][2]. Group 1: Inbound Tourism Growth - Beijing's inbound tourism has shown strong growth, with 2.916 million visitors in the first seven months of the year, reflecting a 44% increase compared to the previous year [1]. - The city's efforts to leverage technology for service upgrades and enhance the overall travel experience have contributed to its rising attractiveness as an international tourism destination [1]. Group 2: Technological Innovations in Travel Services - Travel companies like Trip.com Group and "Qunar" have introduced digital tools such as smart booking systems and multilingual service platforms to facilitate travel planning for international visitors [2]. - The "BEIJING PASS" card allows tourists to access multiple transportation and consumption scenarios seamlessly, enhancing the convenience of travel within the city [2]. Group 3: Payment and Tax Refund Innovations - The introduction of electronic payment solutions, such as "畅游通" and "幂方卡," enables tourists to make cashless transactions like local residents, while also providing additional services like Wi-Fi and real-time translation [3]. - The "immediate refund" tax refund service launched by the Bank of China allows tourists to receive instant refunds on purchases, enhancing the shopping experience for international visitors [3]. Group 4: AI and Interactive Experiences - AI technologies showcased at the tourism exhibition, such as the AI assistant "小蚂BOT," provide interactive and engaging experiences for visitors, enhancing their understanding of popular tourist attractions [4]. - Multi-language AI translation tools and customized photo experiences allow tourists to communicate effortlessly and create memorable travel moments [4].

Core Viewpoint - JD.com is expanding into the online travel industry, attempting to disrupt the market with aggressive hiring and a "no bundling" approach for ticket sales, but faces significant challenges due to its past failures and the competitive landscape [2][7]. Group 1: JD.com's Strategy and Challenges - JD.com is likely to replicate its "lightning war" strategy from the food delivery sector, involving high salaries and subsidies to attract talent and customers [2][3]. - The online travel market is fundamentally different from food delivery, as travel decisions are less frequent and involve a longer decision-making process, making it harder to sway users with subsidies [3][4]. - The complexity of the travel service chain, including hotel bookings and various travel services, presents significant challenges for JD.com in implementing a subsidy strategy effectively [3][4]. Group 2: Competitive Landscape - The online travel industry is dominated by established players like Meituan, Ctrip, and Fliggy, creating a strong "Matthew effect" where market share is concentrated among a few [4][5]. - Ctrip has a long-standing relationship with high-star hotels, while Meituan has built a strong advantage in the local market through a comprehensive service model [4][5]. - JD.com faces three major barriers: resource control, user perception, and the need for a robust service network to handle complex travel-related issues [5][6]. Group 3: Technological Integration - The integration of AI in the online travel industry is becoming essential, with competitors like Fliggy and Tongcheng leveraging AI for enhanced user experiences [6][7]. - JD.com has not made significant strides in AI applications within the travel sector, which could hinder its competitiveness as other players advance [6][7]. - The current landscape suggests that merely relying on price competition is insufficient for success in the online travel market, which has evolved beyond a "burning money" strategy [7].

Group 1: eVTOL and Low-altitude Tourism - eVTOL technology is revolutionizing traditional low-altitude tourism by offering advantages in operational costs, environmental impact, noise control, and autonomous driving capabilities, injecting new vitality into the cultural tourism industry [1] - The successful commercialization of low-altitude tourism requires collaboration among various stakeholders, including manufacturers, operators, scenic spots, and policymakers, to create a suitable economic model and industry environment [1] - The market for low-altitude tourism is transitioning from a niche to a mass market, driven by advancements in eVTOL technology and the increasing importance of travel service companies in this sector [2] Group 2: Challenges and Innovations in Cultural Tourism - The cultural tourism industry faces challenges in balancing profitability, experiential demand, and innovative applications, compounded by uncertainties in policy support and project revenue models [3] - Innovation in cultural tourism should not rely solely on technology but rather on collaboration among various professionals, including directors, visual designers, and equipment suppliers, to create immersive experiences [3] - The integration of low-altitude technology is hindered by policy decisions and airspace opening progress, necessitating a shift in government thinking from a "cost-focused" to an "ecosystem-focused" approach [3] Group 3: Characteristics and Development of Low-altitude Tourism - Suitable low-altitude tourism destinations should have a customer base with aviation spending capacity, open airspace environments, and adequate supporting facilities for takeoff, landing, and visitor reception [5] - Fixed routes for low-altitude tourism are essential for popularizing the service, as they help accumulate flight data and enhance public acceptance of low-altitude travel [6] - Initial fixed routes can reduce operational risks and improve visitor experiences through standardized services, laying the groundwork for the large-scale development of low-altitude tourism [6] Group 4: AI in the Tourism Industry - AI is providing new productivity in the tourism industry, with platforms that excel in three key traits: innovative models, differentiated services, and empowered intelligent agents [7] - The core competitiveness of AI tourism platforms lies in their "technological warmth," which combines data and algorithms with a focus on the experiential essence of the tourism industry [7] - The transformation from traditional platforms to those emphasizing tools and services, along with community engagement, is redefining the connection between tourists and destinations [7]