Core Insights - The 2026 New Year's tourism market is experiencing a strong start driven by the "3 days off, 8 days on" holiday strategy, with significant increases in consumer travel intent and spending [1] Group 1: Travel Trends - The average number of purchases per consumer has increased by over 20% year-on-year, while the average spending amount has risen by over 30% compared to last year [1] - On January 1, hotel bookings on the Fliggy platform saw a year-on-year increase of 280%, and bookings for domestic destination activities grew by over 270% [1] Group 2: Destination Popularity - Major cities such as Shanghai, Beijing, Guangzhou, and others remain the top domestic travel destinations due to their transportation advantages and rich cultural offerings [3] - Emerging destinations like Qingyuan in Guangdong and Tongchuan in Shaanxi are gaining popularity, showcasing unique experiences and accessibility within 1-2 hours from major cities [3] Group 3: Consumer Behavior - Family travel has seen a surge, with travel numbers for parent-child groups increasing by over 80%, leading to a higher preference for high-star hotels and full-service resorts [4] - The Z generation is also showing a significant increase in travel product bookings, with a growth rate of over 60%, indicating a willingness to spend on unique and engaging experiences [4] Group 4: International Travel - Long-haul international travel is gaining traction, with popular destinations like Australia and the USA entering the top ten for outbound travel [5] - Within a 4-hour flight radius, regions such as Hong Kong, Macau, and Southeast Asia remain highly favored, while niche destinations like Argentina and Uzbekistan are seeing the fastest growth in travel product bookings [5]

Core Insights - The upcoming New Year's holiday in 2026 is expected to see a significant increase in travel demand, with booking volumes for travel services like flights and accommodations rising nearly five times compared to the same period last year [1] - The overall booking enthusiasm for the New Year holiday has increased by approximately 30% compared to the previous year, indicating a strong recovery in the tourism sector [1] Group 1: Travel Trends - Short-distance travel is expected to dominate, with popular destinations being within a 1-3 hour travel radius, particularly in urban clusters like Beijing-Tianjin-Hebei, Yangtze River Delta, and Pearl River Delta [1] - There is a notable trend of cross-regional travel, with northern travelers heading south for warmer climates and southern travelers visiting northern regions for winter sports, highlighting the appeal of ice and snow tourism [2] Group 2: Consumer Preferences - Cultural tourism remains a hot trend, with a growing demand for cultural experiences such as museum visits, cultural performances, and heritage exploration, particularly during the New Year holiday [3] - Emotional tourism is gaining traction, with travelers seeking meaningful experiences and rituals, especially in iconic locations, as they celebrate the New Year with family and friends [3] Group 3: Industry Development Focus - Enhancing service quality is crucial for the tourism industry, with a focus on establishing a visitor-centered service quality evaluation and regulatory system to improve overall customer satisfaction [4] - Continuous product innovation is essential, leveraging technology to enhance visitor experiences and creating new tourism products that combine various elements [4] - Expanding inbound tourism is a key direction, with efforts to increase the number of visa-free countries and improve the overall travel experience for international visitors [5] - The development of emotional tourism is highlighted, emphasizing the need for tourism businesses to resonate with visitors' emotional needs and create environments that foster connection and belonging [5]