Core Viewpoint - The tourism market in China has shown a strong start in 2026, with significant increases in domestic travel and inbound tourism, driven by younger generations seeking unique experiences and "self-care" travel [3][5][12]. Group 1: Domestic Tourism Trends - Domestic scenic spot ticket bookings have increased by over 400% year-on-year during the New Year holiday, with families led by the 80s and 90s generation accounting for nearly 70% of travelers [3]. - The top domestic travel destinations include Shanghai, Beijing, Guangzhou, Sanya, Chengdu, and others, with Shanghai's tourism market performing steadily, receiving 6.82 million visitors and generating a total tourism consumption of 12.27 billion yuan [6][7]. - The trend of "self-care" travel has emerged, with younger travelers prioritizing experiences like theme park fireworks and New Year concerts, leading to a 125% increase in searches for "New Year travel" [5]. Group 2: Inbound Tourism Growth - Inbound tourism has seen a robust increase, with ticket bookings up 110% year-on-year and experience-based product bookings growing over 30 times [15]. - Popular inbound destinations include Shanghai, Beijing, and Guangzhou, with significant growth in orders from international tourists, particularly from neighboring countries like Vietnam and Singapore [16]. - The "duty-free shopping + beach vacation" model in Hainan has attracted international visitors, with Sanya seeing a 170% increase in inbound orders [15][16]. Group 3: Consumer Behavior and Spending - Consumer willingness to travel and spending power have both increased, with average purchase quantities rising over 20% and average spending amounts increasing by over 30% year-on-year [12]. - The demand for vacation rentals has surged, with bookings for popular cities increasing by 160% compared to last year, particularly among the 00s generation [11]. - Concerts and events have driven hotel bookings near performance venues, with some cities experiencing booking increases of over 2000% due to major events [11].