Core Insights - The 2026 New Year's holiday tourism market shows a resilient recovery with both volume and price increasing, indicating a positive trend in consumer behavior and spending [3][13] Market Overview - During the 2026 New Year's holiday, 142 million domestic trips were made, a 5.19% increase from 2024, with total spending reaching 84.789 billion yuan, up 6.35% year-on-year [3] - The average spending per person was 597.11 yuan, reflecting a 1.1% increase, and daily visitor numbers increased by 15% compared to 2019 [3] - The total inter-regional mobility reached 595 million people, with a daily average of 198 million, marking a 19.62% increase from 2025 [3] Key Performance Areas Duty-Free Shopping in Hainan - Hainan's duty-free shopping saw significant growth, with 442,000 items sold and 83,500 shoppers, representing a 27.1% increase in visitors and a 49.9% increase in spending to 712 million yuan [5] - The average daily shopping amount reached 237 million yuan, the highest since 2020 [5][6] Ice and Snow Tourism - Northeast China's ice and snow tourism experienced a surge, with Changbai Mountain seeing over 40% growth in visitors compared to 2025, and Harbin's inbound tourism increasing by 77.9% [7] - The average stay for ice and snow tourists extended to 2.8 days, with per capita spending rising by 22.6% to 1,283 yuan [7] Mountain and Temple Tourism - Mountain tourism thrived, with Huangshan receiving over 75,000 visitors, a 76.5% increase from 2024, and Emei Mountain seeing a 20.88% rise [8] - Cultural experiences significantly enhanced visitor retention, with a 52.3% revisit rate for culturally enriched sites, surpassing the average of 21.7% for regular sites [8] Consumer Behavior Analysis Demographic Trends - The Z generation (post-2000) dominated the market, accounting for 45.7% of travelers, an increase of 8.2 percentage points [9] - Family travelers made up 26.3%, while seniors remained stable at 11.8% [9] Motivations and Preferences - Experience-driven consumption motives accounted for 65.3%, up 12.7 percentage points from 2024, indicating a shift from material to experiential values [9] - Unique experiences, such as concerts, significantly boosted travel orders, with some events seeing increases of up to 2544% [9] Travel Patterns - The market exhibited a dual trend of "micro-vacations" and "long-distance travel," with short-term stays in urban areas increasing significantly [10] Industry Insights and Future Trends Structural Optimization - The tourism industry is transitioning from a "ticket economy" to an "experience economy," reflecting significant structural improvements [12] Regional Collaboration - New transportation networks, such as the Shen-Bei high-speed rail, are reshaping tourism dynamics, creating collaborative tourism communities [12] Acceleration of Internationalization - The growth in inbound tourism, particularly from RCEP countries, indicates a rapid recovery, with inbound visitors reaching 86.3% of 2019 levels [12] Conclusion - The 2026 New Year's holiday tourism market is characterized by simultaneous growth in volume and price, structural optimization, and an upgrade in consumer experiences, marking a new phase of high-quality development in China's tourism sector [13]