2026年马年春节假期收官，北京文旅消费市场以人气旺、年味浓、文化足、潮范新强势领跑。全市以"骏马贺新春 京彩中国年"为总主题，推出七大系列5000余项文化活动，庙会灯会、文博展览、非遗体验、国潮消费、科技夜游 全面开花。全市接待游客1984.3万人次，旅游总花费331.4亿元，重点商圈销售额84.5亿元，同比增长12.4%。今年 京城新春文旅呈现出文博游成新年俗、民俗体验沉浸式、潮玩消费年轻化三大鲜明变化。北京今年的政府工作报 告提出，促进文商旅体展深度融合，延伸大型活动消费供给链条。在马年春节伊始，北京着力推动文商旅深度融 合，创新供给、优化场景、提升品质的一系列举措，让古都年味更浓、文旅消费更旺，为全国文旅消费复苏提供 了"北京样本"。 文博热再升级，"博物馆里过大年"成新风尚 逛展、看展、研学、互动，今年春节，北京文博游从"小众选择"变为全民新年俗，成为最具仪式感的过节方式。 全市博物馆假期累计接待观众约328.4万人次，同比增长20.61%，多家场馆预约爆满、限流开放。首都博物馆、国 家博物馆、故宫博物院、中国工艺美术馆等头部场馆人气爆棚，马年主题展、生肖文物展、非遗年俗展、京津冀 文化联展轮番亮相 ...

游晋祠、看古迹、逛展馆……春节期间，各地游客纷至沓来，文旅市场快速升温。大年初六，记者采访 多位外地游客发现，人们来游玩不只是感受浓郁年味，还有许多人想在探寻历史的过程中，了解太原的 深厚底蕴和文化内涵。 读懂一座城，从博物馆开始。抱着这个想法的游客不在少数。太原已建设各类博物馆百余座，平均每 5.4万人拥有一座博物馆，"博物馆之城"初具雏形。本地市民有同感，身边的博物馆随处可见，已成为 一座座文化坐标。 65岁的程子康来自广州，退休后经常到处旅游，今年春节特意带着妻子、女儿来到太原。每到一座城 市，他都会打卡当地有特色的博物馆，"博物馆浓缩了一座城市的自然、历史和文化遗产的原物和信 息，走进去，我会觉得内心非常平静。看着一件件陈列的文物展品，仿佛在与历史对望，感触很深。" "早就听说太原的博物馆众多，来后发现，不虚此行！"他先去了山西博物院，见到了晋侯鸟尊、龙形 觥、晋公盘、刖人守囿车等"明星文物"。驻足于一件件文物前，在讲解员专业且生动的解读中，他真切 地感受着三晋文明的脉动。 受好友邀请，天津游客刘颖到太原过年。上小学的儿子喜欢历史，一家人将几处文博场馆列入游玩清 单。逛完太原北齐壁画博物馆，她赞誉有加 ...

今年春节，将博物馆作为旅行目的地、在文化浸润中度过假期，成为越来越多游客的选择。贵州全省各地的文博场馆也通过上新特色 展览、推出沉浸式互动服务，满足游客多样化的文化消费需求。大型博物馆人气居高不下，特色场馆亦成为新晋打卡热点。 春节期间，贵州省地质博物馆开展了"博物馆里过大年"系列活动，在常设展览之外推出"矿彩风华""石中灵骏"两大特展，将珍贵矿物 标本与岩彩艺术、玛瑙文化相融合，并配套矿物颜料绘制、VR科普导览等互动体验。 自正月初一以来，馆内客流逐日递增，已接待游客超过1.2万人次，亲子家庭与18至30岁的年轻客群成为主要群体。有湖北游客表示， 带孩子来参观化石、体验AI眼镜，孩子玩得非常开心；来自杭州的游客则感叹，地质博物馆涵盖了整个贵州的历史脉络，展陈清晰， 体验感很好。 馆内推出的"马舞新春——丙午马年全球生肖文化联展"，以马为核心，串联古今驯马史、车马礼制及马主题文娱艺术，汇聚贵州民族 工艺与海外马文化精品，贯通中外，共贺新春。来自天津的游客表示，从"村晚"感受到贵州浓厚的年味，特意带孩子来博物馆开阔眼 界，了解当地历史；广东游客则对比了贵州文化与中原文化、广府文化的差异，深感震撼。 贵州省博物馆 ...

Core Insights - The tourism and cultural market in Haikou showed strong vitality during the New Year holiday, with diverse activities and active consumer spending, highlighting Haikou's appeal as an international tourism consumption center [1] Group 1: Visitor Statistics - Haikou received a total of 650,900 visitors during the New Year holiday, including 231,000 overnight visitors and 419,900 one-day visitors, generating total spending of 825 million yuan [1] - On New Year's Day, the Haikou Volcano Park attracted over 10,000 visitors, showing significant year-on-year growth [2] - The historical peak of 117,600 visitors was recorded at Qilou Old Street on New Year's Day, representing an 86.61% increase year-on-year [2] Group 2: Key Events and Activities - The New Year's Eve concert at Wuyuanhe Sports Center featured over 100 stars and attracted thousands of attendees, significantly boosting local accommodation, dining, and transportation spending [1] - The "Kua Xia Haikou" New Year's lawn music concert drew 62,000 participants, offering free access and a blend of performances and interactive elements [1] - Various themed events, including the "Fantasy New Year" series at Hainan Changying Fantasy Park and countdown activities in major shopping districts, contributed to a festive atmosphere [1] Group 3: Consumer Trends - Duty-free shopping emerged as a key driver of consumer spending, with high foot traffic at major duty-free locations such as CDF Haikou International Duty-Free City and CDF Meilan Airport Duty-Free Store [2] - The combination of policy benefits and brand resources enhanced the attractiveness and competitiveness of Hainan's duty-free shopping market [2] - New cultural consumption experiences, such as the "Auspicious Patterns" exhibition at Hainan Museum and various high-quality performances, catered to diverse audience preferences [2] Group 4: Youth Engagement - Emerging cultural consumption scenes, including the Hainan Z Generation Anime Carnival and the "Walking Fish" art market at Yundong Library, attracted a large number of young participants, showcasing the innovative and vibrant nature of Haikou's cultural consumption [3]

Core Insights - The China Archaeological Museum has upgraded its "National Awakening" exhibition area, incorporating advanced technologies such as artificial intelligence and immersive interaction to enhance visitor experience [1] Group 1: Exhibition Features - The upgraded exhibition area features interactive experiences, allowing visitors to engage with historical artifacts in a more tangible way [1] - Students, such as Wu Zhiyu, are using simulation devices to learn about Morse code, highlighting the educational aspect of the exhibition [1] - The immersive experience combines visual, auditory, and tactile elements, making history more accessible and engaging for visitors [1] Group 2: Cultural Activities - During the New Year holiday, the museum has planned various cultural activities, including "Experts Face to Face" exhibition interpretations and themed lectures on artifacts like the "Bronze Xi Zun" [1]

Core Viewpoint - The Henan Museum successfully hosted its first public New Year's Eve event, attracting a large audience and enhancing cultural engagement through interactive activities and extended hours [1][2]. Group 1: Event Highlights - The event titled "'Horse' on the Journey: A Wonderful Night at the Henan Museum" featured night exhibitions, performances, and expert talks, allowing attendees to celebrate the New Year in a culturally enriching environment [1][2]. - The event included various interactive projects such as bell blessings and immersive experiences with traditional crafts, appealing to families and students [2]. Group 2: Broader Trends in Museums - Museums across China have seen a surge in visitor interest, with many popular venues experiencing high demand during holidays, leading to a trend of extended opening hours [5]. - Some museums, like the Anyang Yin Ruins Museum and the Huai'an Museum, have eliminated fixed closing days, operating year-round to better meet public demand for cultural experiences [5]. - The Henan Museum's decision to extend hours into the evening allows for improved visitor experiences, reducing the need for ticket reservations and long queues [5].

Core Insights - The domestic tourism market in China is experiencing a vibrant mix of "ice and snow" and "warm sunshine" during the year-end period, with "cross-regional travel" becoming a notable trend this winter [1] - As the New Year holiday approaches, there is a surge in demand for "post-holiday travel" and "leave-splitting travel," leading to a peak in cultural and tourism consumption [1] - Online travel platforms report significant increases in bookings for flights, hotels, and homestays during the New Year holiday, indicating strong vitality in both domestic and outbound tourism markets [1] Domestic Tourism Trends - Ice and snow tourism is dominating the market during the New Year holiday, with popular destinations like Jilin's Changbai Mountain and Harbin's snow resorts seeing ticket sales increase by 2.7 times and 2 times respectively [1][2] - The demand for ice and snow tourism is extending to southern regions, with places like Sichuan's Jiuzhaigou and Yunnan's Jiaozi Snow Mountain experiencing a 100% increase in ticket bookings [2] - Young travelers, particularly those born in the 1980s and 1990s, are the main force behind the surge in travel, accounting for over 70% of bookings [2] Accommodation Insights - Hotel bookings in popular cities during the New Year holiday have tripled year-on-year, with high-end hotels seeing a fivefold increase in orders [3] - Harbin continues to lead in homestay bookings, with a 15-fold increase in reservations around the Wansui Mountain Martial Arts City in Kaifeng [5] Short-Distance Travel Preferences - Short-distance micro-vacations are becoming mainstream, with popular train routes concentrated within a "4-hour high-speed rail circle," catering to the demand for flexible travel options [7] - Hotel bookings in smaller cities are also seeing significant growth, with some counties experiencing increases of over five times [8] Outbound Tourism Growth - The inbound and outbound tourism markets are both showing strong growth, with inbound hotel search heat increasing by over 150% and outbound flight bookings exceeding 620,000 [16] - Popular outbound destinations include Bangkok, Seoul, and Hong Kong, with flight bookings to Seoul increasing by 3.3 times year-on-year [21] Event-Driven Travel - Events such as New Year's Eve concerts and fireworks shows are driving tourism, with searches for related activities increasing by over 500% [15] - Major cities are hosting various New Year activities, enhancing the festive atmosphere and attracting tourists [13]

Core Insights - The "museum fever" during the National Day and Mid-Autumn Festival holidays has become a significant driver of cultural tourism consumption and holiday economy growth, attracting large numbers of visitors to various museums across the country [1][21] Group 1: Exhibition Highlights - The Palace Museum is celebrating its 100th anniversary with the exhibition "Centennial Guardianship - From the Forbidden City to the Palace Museum," running from September 30 to December 30, showcasing notable artifacts like "Five Cattle" and "Along the River During the Qingming Festival" [4] - The previously unopened Garden of Ningshou Palace, also known as the Qianlong Garden, has made its debut, featuring exquisite layouts and a design that reflects the essence of classical Chinese gardens [8][9] Group 2: Visitor Experience - The Sanxingdui Museum has attracted visitors with newly unearthed artifacts from archaeological excavations, allowing guests to experience the rich cultural heritage of the ancient Shu civilization [13] - Various museums are enhancing visitor engagement through immersive experiences, such as classic Yue opera performances in Nanjing and dinosaur exhibitions in Guangdong, showcasing the historical journey from birth to extinction [18] Group 3: Cultural IP Development - Museums across the country are leveraging their collections to develop cultural intellectual property (IP), aiming for a dynamic and age-inclusive transmission of traditional culture [16]

Core Points - The 2025 National Day and Mid-Autumn Festival will coincide, creating an 8-day "super golden week" with over 4,200 cultural and tourism activities planned across Jiangsu Province [1][2] - The provincial cultural and tourism department aims to enhance local cultural experiences by integrating various art forms and organizing performances in towns and cities [2][3] - A significant focus on non-material cultural heritage will be highlighted through 155 events and over 620 activities, promoting traditional customs and arts [3][4] Group 1: Cultural Activities - Over 4,200 activities will be organized, including 25 performances of excellent stage art and folk art in towns [2] - Major events include the Wuxi Taihu Water Music Fireworks Festival and the Xuzhou Han Culture Tourism Festival, covering diverse experiences such as nature sightseeing and culinary tourism [2][3] - The province will host 464 commercial performances, with expectations of over 600,000 attendees [2] Group 2: Nighttime Cultural Consumption - 89 museums will extend their operating hours during the holidays, with some open until 22:00, enhancing nighttime cultural experiences [4][5] - Events like the "Night Tour" at museums will combine traditional culture with modern technology to attract visitors [4] - Various districts will promote "events + cultural tourism" integration, enriching nighttime consumption scenarios [4][5] Group 3: Discounts and Promotions - The province will launch over 150 measures for public benefit, including ticket discounts and free transportation services [6][7] - Specific initiatives include 800 million online consumption subsidies in Xuzhou and free public transport for tourists in Changzhou [6][7] - Additional measures will include free parking and ticket exemptions for visitors with specific names during the holiday [7]

Core Insights - The development of cultural heritage in China has made significant progress during the "14th Five-Year Plan" period, achieving historic accomplishments in heritage application and management [1] Archaeological Work - Archaeological efforts are crucial for showcasing and constructing the history of the Chinese nation, with 21 major projects and 1284 active excavation projects implemented to explore key issues such as human origins and the development of civilization [2] - Advanced equipment for archaeological excavations has reached world-class standards, contributing to economic and social development through over 6500 archaeological excavations related to major national infrastructure projects [2] Museum Development - The museum sector is thriving, with the number of registered museums expected to reach 7046 by the end of 2024, averaging one museum for every 200,000 people, and over 91% of them being free to enter [3] - Central government funding for free museum access has exceeded 15 billion yuan, with over 4.1 billion visitors and more than 40,000 exhibitions held annually, promoting the transmission of traditional and revolutionary culture [3] Supply and Demand in Museums - The increasing popularity of certain museums has led to a supply-demand imbalance, prompting the National Cultural Heritage Administration to implement measures to enhance supply capacity and improve visitor experience [4] World Heritage Protection - China has successfully added four cultural heritage sites to the World Heritage List during the "14th Five-Year Plan," bringing the total to 60, including 41 cultural heritage sites [5] - The management and protection systems for world cultural heritage have been strengthened, with ongoing projects aimed at improving preservation conditions and interpretative displays [5] Future Plans - The focus for the "15th Five-Year Plan" will include the application for world cultural heritage status for sites like Jingdezhen's porcelain heritage and the Sanxingdui site, along with implementing research-oriented protection projects [6]