作者 | 第一财经 乐琰 2月15日是"最长春节假期"首日、马年"小除夕"。在这一天，很多人正在从工作的城市赶往家的方向， 而一批"60后""70后"旅客已抵达北上广深，与儿女团聚。 去哪儿旅行数据显示，2月15日是60岁以上旅客的酒店入住高峰，入住量环比前一日大涨60%，与2025 年春节假期首日相比也增长了54%。让爸妈到大城市来"反向过年"，省下的机票钱请他们住酒店、逛景 区、自驾游。这一波"反向过年"游客，也让北上广深等大都市的春节不再冷清，旅游消费市场较往年更 加火红。 不少到大城市"反向过年"的游客，假期第一天就涌入景区。去哪儿旅行数据显示，2月15日，来自三线 及以下城市的游客，预订景区门票量同比增长三成。60岁以上游客预订景区门票增长10%。最受60岁以 上游客欢迎的景区中，排名第一的是北京环球度假区。环球影城度假区及周边，也是当日北京酒店预订 量TOP5商圈。 从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长 38.97%。春节期间，上海市推出节庆活动、演出项目、博物馆展览、美术馆展览、非遗活动、公共文 化活动、儿童友好阅读新空间活动七大板块，共计 ...

2026.02. 15 本文字数：1581，阅读时长大约3分钟 途牛方面表示，春节假期首日，旅游浪潮火热开启。截至目前最新预订数据显示，自2月10日以来，春 节出游热度持续攀升；至2月15日春节假期首日，旅游度假叠加返乡探亲，春节假期迎来首轮客流高 峰。从酒店预订来看，北京、广州、厦门、上海、三亚、成都、昆明、杭州、南京、武汉等目的地预订 热度位居前列。融合本地文化元素的主题酒店、亲子友好型度假酒店以及特色精品民宿等成为游客的优 选，预订热度领跑。除传统热门目的地外，潮州、汕头、延边等一批"小而美"的目的地出游热度增长显 著，相关目的地的酒店上演了"量价齐飞""一房难求"的火爆景象。 不少到大城市"反向过年"的游客，假期第一天就涌入景区。去哪儿旅行数据显示，2月15日，来自三线 及以下城市的游客，预订景区门票量同比增长三成。60岁以上游客预订景区门票增长10%。最受60岁 以上游客欢迎的景区中，排名第一的是北京环球度假区。环球影城度假区及周边，也是当日北京酒店预 订量TOP5商圈。 从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长 38.97%。春节期间，上海市推出 ...

2月15日是"最长春节假期"首日、马年"小除夕"。在这一天，很多人正在从工作的城市赶往家的方向， 而一批"60后""70后"旅客已抵达北上广深，与儿女团聚。 去哪儿旅行数据显示，2月15日是60岁以上旅客的酒店入住高峰，入住量环比前一日大涨60%，与2025 年春节假期首日相比也增长了54%。让爸妈到大城市来"反向过年"，省下的机票钱请他们住酒店、逛景 区、自驾游。这一波"反向过年"游客，也让北上广深等大都市的春节不再冷清，旅游消费市场较往年更 加火红。 从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长 38.97%。春节期间，上海市推出节庆活动、演出项目、博物馆展览、美术馆展览、非遗活动、公共文 化活动、儿童友好阅读新空间活动七大板块，共计2570项特色活动，实现文娱、体育、科技等新春主题 游全覆盖，打造年味浓郁、业态丰富、性价比高的春节文旅体验。 去哪儿大数据研究院研究员杨涵分析，今年"反向过年"火热，是春节团圆理念的更新，也是一笔务实的 经济账；对春运格局而言，逆向出行的长辈们，既有助于平抑拥挤的春运航线，也在一定程度上激活着 一线大城市的春节文旅市场。 出境 ...

从上海的数据来看，据上海旅游大数据监测，春节假日第一天共接待游客256.12万人次，同比增长38.97%。春节期间，上海市推出节庆活动、演出项目、博 物馆展览、美术馆展览、非遗活动、公共文化活动、儿童友好阅读新空间活动七大板块，共计2570项特色活动，实现文娱、体育、科技等新春主题游全覆 盖，打造年味浓郁、业态丰富、性价比高的春节文旅体验。 去哪儿大数据研究院研究员杨涵分析，今年"反向过年"火热，是春节团圆理念的更新，也是一笔务实的经济账；对春运格局而言，逆向出行的长辈们，既有 助于平抑拥挤的春运航线，也在一定程度上激活着一线大城市的春节文旅市场。 出境游方面，假期第一天，不少游客已开启旅程，去哪儿旅行数据显示，2月15日，平台上的中国游客飞往了全球475个城市。途牛数据显示，免签游、海岛 游、异域文化体验游等备受游客青睐，马尔代夫、马来西亚、新加坡、印度尼西亚、泰国、澳大利亚、越南、埃及、韩国、阿联酋等目的地假期首日出游热 度排名靠前。值得一提的是，眼下正值2026年冬奥会举办，带动飞赴意大利观赛+旅游热度攀升。 2月15日作为春节假期首日，迎来"反向过年"高峰。 2月15日是"最长春节假期"首日、马年"小 ...

Core Insights - The article highlights the significant increase in outbound travel during the Spring Festival, with predictions indicating an average of over 2.05 million travelers per day at national ports by 2026, marking a 14.1% increase from 2025 [6] - The changing nature of the Spring Festival is emphasized, as younger generations are redefining how they celebrate, moving away from traditional customs to more personalized experiences [6][9] Travel Trends - Outbound travel bookings for the Spring Festival have surged, with Ctrip reporting an 18% year-on-year increase in customized outbound travel bookings as of January 12 [6] - The extended holiday period of 9 days, combined with additional leave, has led to a rise in long-haul outbound travel, with 25% of users opting for trips lasting 9 to 12 days [10] - Popular destinations for outbound travel include Southeast Asia, with cities like Singapore, Kuala Lumpur, and Bangkok leading the way due to their proximity and favorable travel conditions [14] Cost Considerations - Travelers are increasingly viewing outbound travel as a cost-effective alternative to domestic options, with many finding that prices for international travel do not spike during the Spring Festival as they do domestically [12][16] - The overall "sense of gain" from traveling abroad is becoming more important than the absolute costs, as travelers compare experiences rather than just expenditures [16][17] Consumer Behavior - There is a notable shift in consumer behavior, with travelers becoming more discerning and opting for flexible travel arrangements, such as combining free travel with guided tours [20] - The demand for personalized travel experiences is rising, with travelers seeking to avoid the burdens of traditional family obligations during the holiday [17][21] Industry Impact - The surge in outbound travel has positively impacted various sectors, including OTA platforms and airlines, with significant increases in bookings reported [19] - The introduction of visa-free policies has further stimulated interest in destinations like Turkey and Russia, leading to a doubling of inquiries and bookings [19]

Core Viewpoint - The article highlights the significant increase in outbound travel during the Spring Festival, driven by changing preferences among younger generations who seek more flexible and enjoyable ways to celebrate the holiday, moving away from traditional customs [4][5][11]. Group 1: Outbound Travel Trends - The National Immigration Administration predicts that during the 2026 Spring Festival, the average daily inbound and outbound travelers will exceed 2.05 million, a 14.1% increase from 2025 [4]. - OTA platforms report a surge in outbound travel bookings, with Ctrip seeing an 18% year-on-year increase in customized outbound travel orders as of January 12 [4]. - The trend indicates that younger travelers are redefining the concept of "New Year," opting for destinations beyond traditional family gatherings [5][6]. Group 2: Changing Travel Preferences - Many young travelers express a desire to escape the "New Year fatigue" associated with traditional celebrations, opting for destinations like Bali to enjoy a more relaxed holiday experience [6][10]. - The extended holiday period of 9 days, combined with vacation days, allows for longer trips, with approximately 25% of travelers booking long-haul outbound travel during this time [7]. - Travelers are increasingly prioritizing destinations with stable pricing, as opposed to domestic locations where prices can spike during the holiday [10][19]. Group 3: Cost and Value Perception - The article discusses the varying budgets for outbound travel, with estimates ranging from over 10,000 yuan for a trip to Bali to 180,000 yuan for a more extensive trip to London [15][17]. - Travelers are more focused on the overall "sense of gain" rather than absolute costs, as international prices remain stable compared to domestic price surges during the holiday [18][20]. - The perception of value is influenced by the hidden costs associated with traditional celebrations, leading to a preference for more controlled and enjoyable travel experiences [22]. Group 4: Industry Impact - The surge in outbound travel has positively impacted OTA platforms and airlines, with significant increases in bookings for destinations like Turkey and Russia due to favorable visa policies [23][24]. - Travel agencies report a fivefold increase in outbound travel orders, particularly for family trips to warm destinations [26]. - Consumers are becoming more discerning, often choosing a mix of independent travel and guided tours to enhance their experiences [27].

Core Viewpoint - Recent regulatory discussions involving six travel platform companies highlight the need for improved transparency and consumer protection in financial services associated with travel [1][3]. Group 1: Regulatory Actions - The financial regulatory authorities have conducted discussions with travel platforms such as Ctrip, Gaode Map, Tongcheng Travel, Fliggy, Hanglv Zhongheng, and Qunar regarding three main issues in their lending practices [1]. - The discussions emphasize the prohibition of misleading promotional language and the necessity for standardized marketing behaviors [1]. - Companies are required to clearly disclose the names of lending institutions and credit product information, as well as provide borrowers with clear warnings about rational borrowing [1]. Group 2: Industry Practices and Risks - Travel platforms have become significant channels for consumer finance due to high-frequency consumption scenarios and a large user base [3]. - Some platforms engage in "assisted lending" by collaborating with banks or consumer finance companies, while others establish their own lending companies to integrate financial services into travel experiences [3]. - Issues have arisen, such as defaulting to check "installment discounts" and using enticing phrases like "0 interest" without adequately disclosing loan nature, true interest rates, or credit impacts, leading to potential regulatory violations [3]. Group 3: Consumer Protection and Industry Development - The lack of sufficient information disclosure and misleading marketing practices can lead consumers to make uninformed borrowing decisions, increasing their financial risks [3]. - The regulatory discussions serve as a warning to platform companies that embedding financial functions requires adherence to financial regulations, with a focus on clear and transparent services [3]. - Companies are encouraged to prioritize consumer rights protection and shift from merely pursuing "traffic monetization" to compliant service delivery, which is essential for the long-term healthy development of the industry [3].

此外，温暖的气候与完善的设施是上海的加分项。去哪儿旅行数据显示，春节期间境内租车出游量 同比增长50%，上海是热门取车城市之一。一家人自驾穿梭在市区与周边古镇、景点之间，自在又方 便。 今年春节，"反向团圆"在多个一线城市成为风潮。数据显示，2026年新春50岁以上旅客最爱的目的 地前五名分别是北京、上海、成都、广州、深圳。 选择"反向过年"，一笔实在的经济账是重要原因。春运期间，从北上广深等一线城市出发前往全国 多地的火车票紧俏、机票价格走高，而二三线城市飞往大城市的航班往往票价亲民，性价比突出。 "省下的钱，刚好用来升级假期体验。"这成了不少年轻人的共识。把路费省下来，换成更舒适的酒 店、更丰富的游玩项目，让父母过得更舒心。数据也印证了这一趋势：2026年春节期间，60岁以上银发 族酒店入住量同比增长56%。 春节兴起的"反向过年"热潮中，上海能在众多城市中脱颖而出，靠的是"可盐可甜"的假日体验。 上海的主题乐园、代表性景点和文博场所众多，且均在春节假期推出了丰富多彩的假日活动，足 以"圈粉"全家。上海迪士尼乐园、乐高乐园、海昌海洋公园、耀雪冰雪世界和欢乐谷等众多主题公园， 东方明珠、上海中心、金茂大厦等 ...

Group 1 - The core viewpoint of the articles highlights the significant increase in travel and tourism consumption during the overlap of Valentine's Day and the upcoming Spring Festival, leading to a surge in bookings and visitor numbers at popular tourist destinations [1][9] - On February 14, domestic air travel saw over a 40% increase compared to the same week last year, with hotel bookings in popular small cities experiencing more than a 100% year-on-year growth [1][9] - Many tourist attractions have implemented crowd control measures due to high visitor numbers, with some locations halting online ticket sales [1][5] Group 2 - The trend of combining Valentine's Day with the Spring Festival to create an extended holiday is becoming popular, with February 14 marking a peak in travel activity for the Spring Festival [9] - Domestic travel for the Spring Festival is projected to increase by nearly 30% year-on-year, while outbound travel is expected to rise by about 20% [9][10] - The search volume for "intangible cultural heritage experiences" has surged by 200% in the past week, indicating a growing interest in cultural tourism [11][12] Group 3 - The report indicates that the average spending per person on travel during the Spring Festival has decreased by 10% to 20% compared to last year, reflecting a trend towards more cost-effective travel options [10][11] - The popularity of "reverse reunion" travel routes has increased significantly, with ticket sales for certain routes seeing over a 500% year-on-year growth [12][20] - The most favored destinations for travelers aged 60 and above include major cities like Beijing, Shanghai, and Guangzhou, with hotel bookings in these cities showing substantial growth [19][20]

Group 1 - The core viewpoint of the article is that outbound travel during the Spring Festival has become increasingly popular, with significant growth in bookings and a shift in how younger generations perceive and celebrate the holiday [2][10][26] - According to the National Immigration Administration, it is predicted that the average daily inbound and outbound travelers during the Spring Festival in 2026 will exceed 2.05 million, representing a 14.1% increase compared to 2025 [2] - Data from OTA platforms shows that Ctrip's outbound customized travel orders increased by 18% year-on-year as of January 12, indicating a peak in bookings for outbound travel products [2][10] Group 2 - The article highlights a change in the traditional concept of "family reunion" during the Spring Festival, with younger individuals opting for travel experiences rather than adhering to customary practices [3][4] - The extended holiday period this year, lasting 9 days, has facilitated long-haul outbound travel, with a notable increase in bookings for trips lasting 9 to 12 days [5][10] - Travelers are increasingly seeking destinations that offer a stable pricing structure, as opposed to domestic travel where prices tend to surge during the holiday season [8][20][22] Group 3 - Popular destinations for outbound travel during the Spring Festival include Southeast Asia, with cities like Singapore, Kuala Lumpur, Bangkok, Ho Chi Minh City, and Bali leading the list [10][26] - The article notes that Turkey has seen a 320% increase in popularity as a travel destination due to the recent visa-free policy, indicating a shift in travel preferences [26][28] - The demand for outbound travel services has surged, with some travel agencies reporting a fivefold increase in orders compared to regular periods, particularly for family trips [28]