2025.12. 19 本文字数：1755，阅读时长大约3分钟 作者 | 第一财经 乐琰 2026年春节假期长达9天，堪称"史上最长春节"，带动出境游热度超过2025年春节。去哪儿旅行数 据显示，2026出境游机票、酒店预订已经进入高峰。热门出境游目的地酒店预订量增长1倍以上； 更多人选择在长假中分段出行，节前、节中出现两个出境高峰。也有人"拼假抢跑"，提前出发。 据市场不完全统计，泰国、韩国、马来西亚成为春节热门高性价比出境目的地。9天长假同时激发长 线出游需求，向北去挪威追极光，向南去新西兰反季过夏天，带动两地酒店预订增长1.5倍、2倍。 从酒店预订量来看，2026年春节假期期间，热门国家酒店预订同比翻番。泰国、韩国、马来西亚、 越南、新加坡、印度尼西亚等短线东南亚目的地，因距离近、出行成本较低、签证政策友好、温度适 宜，契合春节假期轻松游的需求，仍为主流选择。 9天长假，"会玩儿"的人们也走得更远了。2026年春节出国游，长线目的地热度大幅攀升。据去哪 儿数据，热度蹿升最快的TOP10目的地中，除韩国外，均为较远目的地。其中，埃及酒店预订量增 长3.3倍领跑，西班牙、澳大利亚、土耳其、葡萄牙等长线目的地 ...

Core Insights - The "May Day" holiday in China saw record-high tourism consumption, with 314 million domestic trips taken, representing a year-on-year increase of 6.4% [3][4] - Total domestic tourist spending reached 180.27 billion yuan, marking an 8.0% increase compared to the previous year [3][4] Tourism Consumption Growth - Shanghai welcomed over 16.5 million visitors, a 1.61% increase, with tourism spending of 20.11 billion yuan, up 10.2% [4] - Chongqing received 18.58 million domestic tourists, a 10.4% increase, with spending of 15.17 billion yuan, up 16.3% [4] - Xinjiang hosted 9.2 million tourists, a 7.43% increase, with spending of 8.92 billion yuan, up 10.47% [4] Travel Radius Expansion - 56.6% of tourists chose to travel across provinces, with travel distances exceeding 500 kilometers [6][7] - 11.1% of tourists traveled over 1000 kilometers [6][7] - Hotel bookings in 1230 counties saw a 30% year-on-year increase [7][9] Diverse Destinations - Lesser-known destinations experienced significant growth, with average booking increases over 100% for places like Xinjiang and Tibet [10][12] - The popularity of rural tourism surged, with bookings increasing nearly 20% [9][12] International Travel Surge - Outbound travel saw a substantial rise, with international cruise bookings increasing over 60% [12][13] - Inbound travel orders surged by 130% during the holiday [12][13] Hotel Industry Performance - Huazhu Group reported nearly 6.3 million guests during the holiday, a 30% increase, with an occupancy rate exceeding 84% [15][16] - Jinjiang Hotels in China received 4.7 times more foreign guests compared to the same period last year, primarily from countries like Russia and South Korea [15][16] Positive Tourist Sentiment - 91.0% of tourists felt that holiday travel generated positive emotions, and 32.5% believed it helped maintain family relationships [18][19] - The survey indicated a trend of tourism participation expanding to lower-tier cities and rural areas, with rural residents accounting for 15.8% of total domestic trips [19][21] Demographic Trends - Tourists aged 55 to 60 showed a 43% increase in hotel bookings, the highest among all age groups, indicating a shift in travel preferences [22] Future Outlook - The tourism economy in China is expected to reach new highs by 2025 based on current holiday travel data [25]

Group 1: Domestic Tourism Trends - During the 5-day May Day holiday, there were 314 million domestic trips, a year-on-year increase of 6.4% [1] - Total spending by domestic tourists reached 180.27 billion yuan, reflecting an 8.0% year-on-year growth [1] - Night tourism emerged as a new highlight, with a total night visitor flow of 75.95 million, up 5.2% year-on-year [2] Group 2: Night Tourism Development - Many scenic spots extended their opening hours and added night activities, such as the Qin Shi Huang Mausoleum and the Great Wall [2] - Night tourism is characterized by an earlier peak season, with average visitor stay extended by 2 hours [2] - The night tourism model alleviates daytime congestion and offers visitors a new way to experience attractions [2] Group 3: Car Rental and Self-Driving Trends - The domestic car rental market saw significant growth, with major platforms reporting double-digit order increases [3] - Approximately 40% of users opted for 2-3 day short trips, while 30% booked trips longer than 4 days [3] - Car rental bookings increased by 35% during the holiday, with popular routes identified for self-driving tourism [3] Group 4: Inbound and Outbound Tourism - The inbound tourism market is recovering, with major source countries including Myanmar, South Korea, and Malaysia, accounting for 57.4% of foreign visitors [4] - The outbound tourism market remains strong, with popular destinations including Japan, South Korea, and Thailand [4] - International cruise bookings surged over 60%, with destinations in the "12-hour flight circle" seeing over 170% growth in bookings [5]

Core Insights - The report indicates a significant increase in per capita travel spending during the May Day holiday compared to last year, driven by trends such as extended holidays and a preference for deeper travel experiences [1] - There is a notable rise in the popularity of mid-to-high-end quality consumption, with hotel bookings in high-star categories increasing over 20% year-on-year [1] - The demand for customized travel experiences is surging, with bookings for tailored trips increasing by over 80% [4] Group 1: Travel Trends - The trend of "拼假" (combining holidays) has led to a rise in long trips to less popular destinations, with average booking growth exceeding 100% for places like Xinjiang and Tibet [1] - Self-driving travel is gaining popularity, with car rental bookings increasing by 35% year-on-year, and certain cities seeing a 100% rise in rentals [3] - The diversity and uniqueness of travel experiences are becoming increasingly important, with activities like island vacations and stargazing camping gaining traction [1] Group 2: International Travel - The outbound travel market is experiencing strong growth, with international cruise bookings up over 60% [6] - Popular international destinations include Japan, Hong Kong, Thailand, and the United States, with certain "12-hour flight circle" destinations seeing booking increases of over 170% [6]