2026年元旦假期，中国入境游市场迎来"开门红"。国家移民管理局数据显示，假期期间适用免签政策入境的外国人达29.2万人次，较去年同期增 长35.8%。这一数据背后，是政策红利释放、产品创新升级与消费场景拓展的共同作用。从哈尔滨的冰雪狂欢到海南的海滨度假，从苏州的古镇 漫游到成都的美食寻味，外国游客正以更灵活的方式、更深入的体验，重新认识中国。 免签政策的持续优化是入境游爆发的核心驱动力。2025年，中国将240小时过境免签政策扩大至60个口岸、24个省份，覆盖范围从一线城市延伸至 哈尔滨、昆明等区域枢纽；同时，对法国、德国等12国单方面免签政策延长至2025年底，并新增马来西亚、泰国等东南亚国家为免签对象。这些 政策形成"过境免签+单方面免签+区域性便利"的组合效应，直接降低了入境门槛。 古镇漫游成为外国游客了解中国文化的窗口。在苏州平江路，游客可乘游船听评弹、体验非遗剪纸；在成都川菜博物馆，马来西亚游客通过亲手 制作豆瓣酱、学习宫保鸡丁炒制，感受"舌尖上的非遗"。这种"可参与、可互动"的模式，让文化体验从"观看"升级为"创造"。波兰游客在苏州水 乡感叹："茶馆里的评弹与自然美景，构成了独特的东方美学。" ...

Core Insights - The service consumption market is characterized by its reliance on human factors and experiential value, indicating a larger market potential compared to goods consumption [2][3] - The summer tourism market has shown significant growth, with box office revenues surpassing 10 billion yuan and an estimated 9.53 billion passenger trips by rail, reflecting a shift in consumer behavior towards higher quality services [2] Group 1: Service Consumption Trends - There is a transition in consumer demand from basic needs to a focus on quality, with service consumption expected to account for 46.1% of per capita consumption expenditure by 2024, contributing 63% to the growth of overall consumption [2] - Retail sales in sectors related to cultural and spiritual needs, such as travel consulting and leisure services, have maintained double-digit growth from January to July this year [2] Group 2: Structural Challenges - The development of service consumption faces structural bottlenecks, including the need for improved quality and efficiency in supply, as well as a lack of depth in experiential products in culture, sports, and tourism [3] - Issues such as low standardization, a shortage of professional talent, and low brand trust hinder the full release of consumer willingness [3] Group 3: Strategies for Improvement - Enhancing supply quality is fundamental, with a focus on professionalization, standardization, and brand development in the service industry, supported by policies that encourage innovation and resource allocation towards service capability enhancement [4] - Breaking down market barriers is crucial, requiring reforms to eliminate restrictions on new service models and consumption scenarios, particularly in high-public-interest sectors like healthcare and education [4] Group 4: Consumer Environment Optimization - Optimizing the consumer environment is essential for ensuring market regulation and consumer rights protection, including the establishment of a service standard system and the regulation of prepayment consumption models [5] - Recent government meetings have emphasized the importance of cultivating new growth points in service consumption, indicating a policy focus on enhancing service consumption potential [5]