Core Insights - The travel demand during the New Year holiday in 2026 was significantly boosted by a three-day holiday combined with a "take 3 days off for 8 days" vacation trend, leading to increased bookings for flights, hotels, and homestays [1] Group 1: Domestic Travel Trends - The domestic travel market during the New Year holiday exhibited a pattern of "short-distance micro-vacations + long-distance north-south exchanges," with short trips within city clusters like Beijing-Tianjin-Hebei, Yangtze River Delta, and Pearl River Delta being particularly popular [2] - Ice and snow tourism dominated the holiday, accounting for about 40% of the top 20 domestic flight routes, with popular routes including Shanghai to Harbin and Guangzhou to Harbin [2] - Hainan's tourism was significantly boosted by its island-wide customs closure policy, with a 76% increase in flight bookings to and from its three major airports during the holiday [2] Group 2: Cultural and Unique Experiences - Tourists are increasingly seeking out less crowded, unique destinations for New Year celebrations, with places like Wuyuan and Nanjing experiencing a surge in popularity due to special events like drone shows and cultural performances [3] - The Nanjing Niushoushan Cultural Tourism Area saw a 43.70% year-on-year increase in visitor numbers, showcasing the effectiveness of innovative product offerings and unique activities in attracting tourists [3] - Non-heritage themed tourism saw an 85% increase in search and booking activity during the holiday, with cities like Luoyang and Xi'an becoming top destinations for traditional cultural experiences [3] Group 3: Concert-Driven Travel - The trend of traveling to cities for concerts continued to rise, with cities like Guangzhou and Wuhan hosting major performances that attracted many fans, leading to increased hotel bookings in those areas [4] Group 4: Outbound Travel Growth - The "take 3 days off for 8 days" vacation model significantly increased outbound travel interest during the New Year holiday, with themes like "island summer" and "Nordic aurora chasing" becoming popular [5] - Emerging destinations such as Serbia and Georgia gained attention, with a notable increase in bookings for vacation products to these less conventional countries [5] Group 5: Demographics of Travelers - Young adults aged 25-45 and family units are the primary demographic for outbound travel, showing a willingness to pay for quality travel experiences and detailed itineraries [6]

Investment Rating - The industry investment rating is "Overweight" (maintained) [1] Core Insights - The 2026 New Year's Day holiday saw 142 million domestic trips in China, with total spending reaching 84.789 billion yuan, marking a 5.2% increase in trips and a 6.3% increase in spending compared to the same period in 2024 [2][5] - The "Please take 3 days off" strategy has become popular, allowing for an extended 8-day holiday, which has significantly boosted travel demand [2] - Young consumers, particularly those born after 2000, are driving a trend towards experiential and self-rewarding travel during the New Year, with notable increases in bookings for concerts and themed events [3] Summary by Sections Travel Demand and Spending - During the 2026 New Year's holiday, domestic travel reached 142 million trips, with total expenditure of 84.789 billion yuan, reflecting a 5.2% and 6.3% increase from 2024 respectively [2] - The average price for domestic economy class tickets reached 684.6 yuan, a 9.8% increase from the previous year [2] Consumer Trends - The report highlights a significant participation of younger generations in travel, with 39% of travelers being from the post-2000 generation and 33% from the post-1990 generation [3] - Concerts and events have become key attractions, with cities like Harbin and Zhuji seeing substantial increases in travel bookings due to major events [3] International Travel - There has been a notable increase in outbound travel bookings, with overall interest rising by over 30% compared to previous years [4] - South Korea remains the top international destination, while travel to Japan has seen a significant decline of 40.5% [4] Investment Recommendations - The report suggests focusing on popular travel destinations such as Changbai Mountain, Emei Mountain, and Tianmu Lake, as well as companies providing unique regional experiences like Songcheng Performance [5] - Companies benefiting from the recovery of inbound and outbound travel, such as China Duty Free Group, are also highlighted as potential investment opportunities [5]

Core Insights - The 2026 New Year's holiday saw a significant surge in domestic and outbound travel, with an estimated 590 million trips taken, reflecting a 19.5% year-on-year increase in travel volume [2] - The travel demand was driven by a combination of short trips within major city clusters and long-distance travel, particularly to popular destinations like Northeast China, Hainan, and Yunnan [3][4] - The winter travel trend, especially ice and snow tourism, dominated the holiday, with ice-themed destinations accounting for about 40% of the top domestic travel routes [4] Domestic Travel Market - The domestic tourism market experienced a robust start, with a notable increase in bookings for flights, hotels, and accommodations during the holiday [3] - Popular short-distance trips were prevalent among major city clusters, while long-distance travel to scenic areas like the Northeast and Hainan was also in high demand [3] - The rise of "prayer tourism" led to increased interest in mountainous scenic spots, with hotel bookings in these areas rising over 23% [3] Ice and Snow Tourism - Ice and snow tourism emerged as a leading theme during the holiday, with significant demand for flights to Harbin and other snowy destinations [4] - Harbin Ice and Snow World was particularly popular, with a 45% increase in bookings for day tours [4] - Other notable snowy destinations included Xiling Snow Mountain and Yulong Snow Mountain, which saw a rapid increase in visitor interest [4] Outbound Travel Trends - Outbound travel saw a marked increase, with popular themes including island vacations and destinations with visa-free entry [9] - Key short-haul outbound routes included flights from Shanghai to Singapore and Beijing to Seoul, while long-haul routes featured destinations like Moscow and Sydney [10] - The introduction of visa-free entry for Chinese passport holders to Turkey significantly boosted interest in travel to the country, with search volumes for flights to Istanbul increasing by 320% [10] Inbound Travel Growth - The inbound tourism market also showed strong growth, with ticket bookings increasing by over 110% during the holiday [11] - Popular destinations for inbound tourists included major cities like Shanghai and Beijing, with significant increases in bookings for experiential travel products [11] - The "duty-free shopping + beach vacation" model in Hainan attracted international visitors, with orders for Sanya increasing by 170% [11]

Group 1 - The report from Tongcheng Travel indicates a strong demand for travel during the New Year holiday, driven by the "take 3 days off and rest for 8" trend, leading to an increase in bookings for flights, hotels, and homestays [1] - There was an 85% increase in the search and booking of "intangible cultural heritage" themed tourism during the holiday, with Suzhou ranking among the top 10 popular destinations for such travel [1] - The trend of high-quality travel experiences is evident, with a significant rise in bookings for premium hotels, boutique homestays, and customized small group tours during the New Year holiday [1] Group 2 - The popularity of mountain scenic spots for New Year blessings has surged, with a more than 23% increase in bookings for hotels and homestays within these areas [2] - Young travelers are increasingly opting for beach destinations for New Year celebrations, with a 38% rise in bookings for boutique homestays featuring sea views [2] - Concerts by well-known artists during the holiday attracted many fans, leading to a noticeable increase in hotel bookings near concert venues [2] Group 3 - The heat for outbound travel during the New Year holiday has significantly surpassed previous years, with popular themes including island vacations and destinations with visa-free access [3] - Young adults aged 25 to 45 and family groups are the primary consumers of outbound travel, willing to pay a premium for detailed itineraries and immersive experiences [3] - The growth rate of outbound travel orders from non-first-tier cities is accelerating, with Turkey's visa exemption policy further simplifying travel for Chinese tourists [3][4]

Group 1 - The core point of the article highlights a significant increase in travel demand during the New Year's holiday, driven by the "please 3 days off for 8" trend, leading to a rise in bookings for flights, hotels, and homestays [1] - Major urban clusters are experiencing a surge in short trips and long-distance travel, with popular destinations including Northeast China, Hainan, Yunnan, Xinjiang, Sichuan, Fujian, and Guangxi [1] - The report indicates that the popularity of cultural heritage tourism has surged, with a notable 85% increase in searches and bookings for "intangible cultural heritage" themed travel during the New Year holiday [3] Group 2 - The report identifies top scenic spots for New Year's Eve, including Wuyuan Wunüzhou Resort, Wuxi Lingshan Scenic Area, and Nanjing Niushou Mountain Cultural Tourism Area, with significant increases in visitor interest [4] - Ice and snow tourism remains a dominant theme, accounting for approximately 40% of the top 20 domestic flight routes during the New Year holiday, with Harbin Ice and Snow World being a leading attraction [5] - The outbound travel market is experiencing a notable increase, with popular short and long-haul routes including Shanghai-Singapore and Beijing-Moscow, primarily driven by young adults and family travelers [8]

来源：北京日报客户端 从元旦假期去哪儿平台的酒店预订量来看，最热门的城市是广州、北京、上海。元旦期间，北京最受低 龄亲子游游客青睐，是12岁以下、30岁至40岁游客的首选目的地，既避开了寒暑假高峰期，又能体验老 北京的新年气氛。 这个元旦假期，消费者出游意愿与消费力双双提升。据飞猪数据，上海、北京、广州、杭州、深圳、成 都、南京、重庆、西安、武汉等传统一线及新一线城市，凭借交通枢纽优势和丰富的文旅供给，依旧是 元旦国内游目的地顶流。其中，北京租车预订量同比增长约3倍，定制游预订量同比增长5倍，线路游预 订量同比增长2倍。 图片来源：视觉中国 转自：北京日报客户端 2026元旦小长假，全国文旅市场火热开局。多家平台1月3日发布的数据显示，多地迎来客流高峰，夜经 济爆火，北京上榜热门旅游目的地。 美团旅行数据显示，元旦期间前十名热门旅行目的地为南京、成都、北京、西安、广州、重庆、上海、 深圳、哈尔滨、武汉。元旦当天，"灯会"搜索热度明显上涨，其中，成都千灯会、天津水西公园灯会等 搜索量增长近两倍。 ...

本报讯 首席记者李思凡报道 "请3休8"带旺元旦游。12月19日，飞猪发布的数据显示，2026年元旦假 期，云南的定制游、线路游商品和接送机/站预订量同比均大幅增长。 飞猪数据显示，元旦假期，游客对个性化体验与跨年仪式感的追求不断提升，极光旅行、宠物随行等特 色体验类旅游玩法热度同比增长200%，包括跨年演出、烟花秀、灯光秀等跨年游玩法的搜索热度同比 上涨58%。 出境游方面，2026年元旦假期的出境游商品预订量大幅超过2025年元旦假期，尤其是落地自驾玩法火 爆，飞猪平台的国际租车预订量同比增长超200%。目的地选择上，"4小时飞行圈"内的韩国和东南亚国 家依然领跑出境游热门目的地榜单，美国、澳大利亚也跻身热门目的地前十；阿根廷、尼泊尔、沙特阿 拉伯、葡萄牙、匈牙利等目的地增速迅猛，预订量同比增长均超4倍。 截至目前，云南元旦假期的定制游商品预订量同比增长约300%，线路游商品预订量同比增长约400%， 接送机/站预订量同比增长超170%。昆明、西双版纳、丽江、大理、保山排名热门州（市）前5位，红 河、普洱、文山旅游订单量增速最快。 元旦假期，游客到昆明将能体验好玩的观鸥季活动。漫步滇池草海开合浮桥，从滇池 ...

不是"在歇着"就是"在路上"，你在"搬砖"他（她）在旅行。 随着"70后"陆续步入退休行列，一批"有钱有闲、敢尝新、懂享受"的"新银发族"正强势崛起。 他们不仅是错峰游的担当，更以惊人的消费潜力和独特的出行方式，成为旅游行业的第二增长曲线。数 据显示，这群活力老人不仅偏爱说走就走的旅行，更在出境游、小众目的地游、高端旅游产品上展现出 强劲购买力，成为推动旅游消费升级的重要引擎。 同程旅行数据显示，60岁以上银发族的人均住宿花费比青年群体高出30%以上，对中高端、高星级酒店 的偏好更为明显。 "银发族目前是旅行社、酒店、航空公司需要争取的重要群体，并且人群还在持续扩大。"瑞银证券中国 休闲及交通运输行业研究主管陈欣在接受《中国经营报》记者采访时表示。 在定制游、奢华游等高端旅游产品上，他们的消费能力尤为突出。单次定制游平均花费超1.2万元，较 其他年龄组高25%；出境豪华邮轮用户中，50至70岁银发族占比超70%；客单价10万元以上的极地邮轮 客群中，银发族占比高达90%。 这背后是"65后""70后"新生代银发族的崛起。他们经济基础雄厚，追求品质生活，推动银发族游从"性 价比"向"质价比"升级。 强劲的消费力 ...

Core Insights - The travel demand for the New Year's holiday in 2026 is expected to surge, with a 30% increase in bookings compared to the same period last year, driven by a significant rise in search interest for "New Year" and "cross-year" keywords, which increased over 280% in the past month [1] Group 1: Travel Trends - The report highlights two main travel trends: "ice and snow tourism" and "winter escape tourism," with users opting for short trips within 100-300 kilometers or extending their holidays for overseas travel [1] - Young users are increasingly focused on creating memorable experiences for New Year's Eve, with activities such as fireworks displays and concerts gaining popularity [2][3] Group 2: Popular Destinations - Theme parks are favored for New Year's celebrations, with top destinations including Beijing Universal Resort and Shanghai Disneyland, which features a special fireworks show [2] - There is a notable increase in flight bookings to popular ice and snow destinations like Harbin and Changchun, with ticket prices rising significantly as demand increases [4] Group 3: Accommodation Preferences - Users are showing a preference for hotels equipped with high-definition projection facilities for New Year's Eve celebrations, leading to a significant rise in bookings for specific room types [3] - In Sanya, hotel bookings are notably increasing, particularly for mid to high-end hotels, indicating a willingness to pay for quality accommodations with sea views and amenities [7] Group 4: International Travel - The "please 3 days off for 8 days" strategy is encouraging users to travel abroad, with a 30% increase in bookings for international travel products compared to previous years [8] - The introduction of visa-free policies for countries like Russia is expected to further stimulate outbound travel demand, with a 60% increase in flight bookings to Moscow [9]

Core Insights - The "super golden week" during the National Day and Mid-Autumn Festival saw record-high tourism activity, with an estimated 2.432 billion trips made, averaging 304 million trips per day, a year-on-year increase of 6.2% [1] Group 1: Travel Trends - There is a noticeable trend towards long-distance and high-quality travel, with a significant increase in bookings for multi-city trips and high-quality accommodations [2][5] - The younger demographic, particularly those aged 23 to 40, has become the main force in outbound travel, with a 63% increase in international ticket purchases among teenagers aged 13 to 17 [3][6] - The demand for personalized and immersive travel experiences is rising, with travelers increasingly seeking unique destinations and experiences rather than traditional tourist spots [4][5] Group 2: Travel Behavior Changes - Travelers are shifting from standardized group tours to customized itineraries, often with smaller group sizes and specific themes [4] - The popularity of night tourism has surged, with a 200% increase in searches for night activities during the holiday period [9] - The trend of "串游" (multi-destination travel) has expanded, with travelers exploring over 180 countries and regions, reflecting a shift from classic to niche destinations [5] Group 3: Economic Impact - The cost of travel has increased significantly, with many travelers facing higher prices for flights and accommodations compared to previous years [10][12] - The average domestic flight price during the holiday was 849 yuan, showing stability compared to previous years, while long-distance travel demand has notably increased [11] - The trend of staggered travel has gained popularity, allowing travelers to avoid peak prices and enhance their travel experience [12]