Core Insights - The tourism market in China is experiencing a significant surge during the 2026 New Year holiday, with a 20.3% year-on-year increase in cross-regional travel, totaling 207.475 million trips on January 1 [1][3]. Group 1: Travel Trends - The demand for "leave-selling travel" and "holiday-packing travel" is notably increasing, with 90% of travel products already booked for the New Year holiday [6]. - The primary demographic for these travel trends is the younger generation aged 25-35, indicating a shift towards a younger traveler base [6]. - There is a 40% increase in inquiries and bookings for corporate team-building travel, with group sizes typically ranging from 30 to 50 people [6]. Group 2: New Year Celebrations - The desire for a celebratory experience during the New Year is driving tourism, with many young people attending concerts and events to mark the occasion [7][9]. - Cities like Guangzhou, Chongqing, Beijing, and Chengdu are seeing a rise in flight bookings for New Year celebrations, with hotel bookings in Nanning increasing by 17 times due to special events [9]. Group 3: Seasonal Tourism - The trend of "ice and snow tourism" is gaining traction, with traditional winter destinations like Harbin seeing a 300% increase in popularity on travel platforms [10][12]. - Southern tourists are traveling north for winter experiences, while northern tourists are heading south to escape the cold, highlighting a diverse travel pattern [10][12]. Group 4: Duty-Free Shopping - Duty-free shopping is becoming a major attraction for tourists in Hainan, with significant increases in flight bookings to Haikou and Sanya, up 81% and 96% respectively [14]. - The appeal of relaxing beach vacations combined with shopping is driving demand for these destinations [14]. Group 5: Future Expectations - The tourism market is expected to continue its upward trend, especially with the upcoming long Spring Festival holiday, which is anticipated to attract more international tourists [15].

Core Insights - The national cultural and tourism consumption market saw a significant increase during the New Year holiday, with a total of 207.475 million cross-regional trips on January 1, 2026, marking a 20.3% year-on-year growth [1] Group 1: Travel Trends - The emergence of diverse travel consumption trends such as "post-holiday travel," "combined leave travel," and "winter sports travel" has characterized the New Year holiday market [2] - The demand for "post-holiday travel" and "combined leave travel" has surged, with 90% of travel products already booked for the New Year, indicating a strong pre-holiday travel wave [6] - The primary demographic for these travel trends is the younger generation aged 25-35, who are driving the demand for customized group travel experiences [6] Group 2: New Year Celebrations - The desire for a celebratory atmosphere during the New Year has led to increased participation in events such as concerts and theme park countdowns, significantly boosting tourism consumption [7][10] - Major cities like Guangzhou, Chongqing, Beijing, and Chengdu are hosting numerous New Year concerts, with ticket bookings for flights to these cities showing steady growth [10] Group 3: Seasonal Travel Characteristics - The trend of "ice and snow tourism" has gained traction, with popular destinations like Harbin and Changchun seeing increased visitor numbers due to the Winter Olympics effect and local "ice and snow+" strategies [11] - Southern tourists are traveling north for "ice and snow tourism," while northern tourists are heading south for "winter escape" trips, highlighting a distinct seasonal travel pattern [11][14] - The demand for duty-free shopping in Hainan has surged, with flight bookings to Haikou ranking among the top ten nationwide, reflecting the appeal of duty-free shopping as a key motivator for travel [14][15]

从国内旅游市场来看，差异化的气候与景观资源形成了鲜明的出行导向，海南的阳光沙滩、云南的人文 与自然、新疆和东北的冰雪资源分别成为不同偏好游客销假游热门之选，各热门目的地的预订量也呈现 稳步攀升的态势。 从出游人群结构来看，年底销假游、拼假游年轻化特征明显，25岁至35岁年轻客群成为元旦销假游、拼 假游的主力军。与此同时，年底单位团建、企业年会配套出行等需求集中爆发，进一步拉动小团定制游 市场热度，团建类、企业定制类旅游产品的预订量持续走高，成为年底旅游市场重要增长点。 众信旅游相关数据显示，近期咨询和预订团建定制游的企业客户数量较上月增长40%，定制团队规模多 集中在30人—50人，行程以5—7天为主，目的地偏好与大众销假游基本契合，兼具休闲度假与团队建设 功能的产品最受青睐。 报告显示，年轻客群出游需求多元及个性化特征，且更加注重出行体验感，"冰雪游"与"避寒游"形成两 大核心趋势：北方的长白山、崇礼、亚布力等优质滑雪场，凭借专业雪道、丰富的冰雪娱乐项目，成为 年轻游客感受冬日激情的热门之选；而南方的海南三亚、厦门鼓浪屿等温暖目的地，则吸引了众多渴望 逃离严寒、享受轻松度假氛围的年轻群体，跨年祈福、海滨漫步 ...

Group 1 - The travel preferences of young people in China are shifting towards independent travel, with only 26.8% opting for group tours and 52.3% favoring free travel, indicating a trend away from traditional group travel [1] - Data from Qunar shows a 10% year-on-year increase in domestic flight bookings and double-digit growth in hotel bookings during the Qingming holiday in 2025, driven by young people's tendency to extend holidays through "leave + Qingming" strategies [1] - Young travelers are increasingly seeking personalized experiences, with 55.3% preferring immersive "wandering" and 41.9% interested in unique attractions, moving away from superficial sightseeing [4] Group 2 - The tourism industry is adapting to these market trends by redesigning travel products, moving away from traditional "rush" itineraries to more flexible arrangements that allow for personal exploration [5] - Companies are focusing on creating personalized travel routes and products that cater to the preferences of various customer segments, especially young travelers [6] - The industry is also enhancing marketing efforts on social media platforms popular with young people, such as Xiaohongshu and Douyin, to better reach this demographic [6]