2026年马年春节，上海以"旅选上海，超级新春"为主题，围绕节庆演艺、文博展览、非遗民俗、公共文化、儿童阅读等七大板块，精心策划推出2570 余项春节假日文旅活动，积极引导市民游客"在沪过年、来沪过年"。 据上海旅游大数据监测，春节假日9天，上海共接待游客2167.21万人次，同比增长8.36%（按可比口径，下同）；全市涵盖吃、住、行、游、购、娱 全要素的旅游消费交易总金额达256.14亿元，同比增长20.90%；全市宾旅馆平均客房出租率为50.60%，同比提升3.10个百分点。 节日期间，上海紧扣"旅选上海，超级新春"主题，统筹整合文商旅体展全域资源，通过发放消费券、景区优惠折扣、民俗展演、新春市集等多项惠民 举措，贯通住宿、餐饮、商圈、文博等消费全链条，构建起高品质、一站式的新春文旅服务体系，营造出年味浓郁、热闹喜庆的假日市场氛围。 上海市文化和旅游局持续深化"上海旅游攻略超级大赛"成果运用，推动"攻略—产品—流量"全链条转化，不断提升上海文旅的吸引力与影响力。一是 丰富多日深度游产品，围绕三大主题推出130余款春节特色线路，创新都市过年新体验。相关产品节前通过东方卫视、上观新闻、抖音等平台直播售卖， 成 ...

来源：上海证券报·中国证券网 此外，东航专为特定人群推出"申情团圆卡""京韵团圆卡""广深团圆卡"三款春节专属次卡，以高性价比 方案助力"反向过节"，让异地相聚更轻松。团圆卡分为999元往返次卡与559元单程次卡，适用于2岁至 18岁（含）旅客和55周岁及以上旅客，覆盖东航、上航从上海、北京、广州、深圳进出港的所有国内直 达航线（港澳台地区除外）。 来源：上海证券报·中国证券网 上证报中国证券网讯（记者 陈梦娜）记者2月10日从中国东航获悉，春运期间，东航围绕旅客购票、飞 行、退改等出行全流程，以高性价比、高便捷性的暖心举措，为旅客的新春出行保驾护航。 若旅客购错票、行程突发改变怎么办，东航专属的"2小时全额免费退"便民功能，为购票旅客提供灵活 的退改解决方案。同一旅客180天内可合并使用"2小时全额免费退"和"2小时全额免费退登记"两次权 益，该功能适用于中国大陆以人民币结算、781开头票号的东航国内、港澳台地区、国际客票（团队折 扣、已使用/变更/退票等客票除外）。旅客只需在购票后2小时内且航班计划起飞前12小时之前操作， 官网或App购票可直接在线办理全额退票；其他渠道购票完成登记后可回原渠道退全款，仅 ...

Group 1 - The 2026 National Spring Festival Cultural and Tourism Consumption Month was officially launched in Quanzhou, Fujian, with the aim of enhancing travel experiences and stimulating holiday consumption [1] - The Civil Aviation Administration of China (CAAC) will focus on six integrated travel scenarios during the Spring Festival, including "silver-haired travel, study tours, family travel, ice and snow tourism, inbound tourism, and low-altitude tourism" [2] - CAAC plans to increase flight capacity to hub airports and popular tourist destinations domestically, while internationally, it will enhance flights to tourist destination countries based on Spring Festival demand [2] Group 2 - Airlines are introducing various travel incentives and products for the Spring Festival, such as Air China's "Yin Fei Chang You Card" for seniors and special services for students [3] - Eastern Airlines has launched the "Shen Qing Tuan Yuan Card" to provide additional luggage allowances and free Wi-Fi for travelers returning home for the holiday [3] - Southern Airlines has introduced family-oriented and ice and snow travel products, along with services like priority boarding to meet diverse holiday travel needs [3]

Core Viewpoint - China Eastern Airlines (CEA) is collaborating with Shanghai Sugar and Wine Group to launch the "Sweet Rhythm of the East, Reunion Takes Off" series of activities, integrating "aviation + New Year goods" consumption scenarios for the upcoming 2026 Spring Festival [1] Group 1: Collaboration and Offerings - The partnership combines resources from Shanghai Sugar and Wine Group's "Guangming Haoxuan" platform and various convenience stores, enhancing the product offerings of CEA [8] - Passengers can receive limited edition themed boarding passes at Shanghai Hongqiao Airport or Beijing Capital Airport, which provide access to discounts at affiliated convenience stores [8] - CEA members can use "points + cash" mixed payment or full points redemption to purchase traditional New Year goods at participating stores [8] Group 2: Digital Engagement and Promotions - Travelers can access discount coupons ranging from 10 to 30 yuan through the CEA app and mini-programs for purchases on the "Guangming Haoxuan" platform, with free shipping on orders over 58 yuan [8] - The CEA app will feature a "Qili Dongfang · New Spring Reunion Season" section, offering various products and benefits related to travel, accommodation, and entertainment [9] - A special "Shenqing Reunion Card" priced at 999 yuan is available for children and elderly travelers, redeemable for round-trip tickets to Shanghai [9]

Core Insights - Shanghai's cultural and tourism market is gearing up for the upcoming Spring Festival with a wide array of activities and promotions aimed at both local residents and tourists [4][9]. Group 1: Event and Activity Highlights - A total of 2,570 unique activities will be launched during the Spring Festival, covering various aspects of travel including dining, accommodation, transportation, and entertainment [4]. - The first "Travel Super" competition has selected 150 high-quality travel guides from 3,125 submissions, focusing on themes like cultural performances and shopping experiences [5]. - Special "Year of the Horse" themed routes will be introduced, featuring traditional events such as the Yuyuan Garden Lantern Festival and local culinary experiences [5]. Group 2: Performance Market - The Shanghai performance market will see a significant increase in activity with 1,369 performances across 166 projects, including concerts, musicals, and children's plays [6]. - Notable events include large concerts featuring popular artists and high-quality international productions, alongside local performances that celebrate Shanghai's cultural heritage [6]. Group 3: Cultural Exhibitions and Heritage - Nearly 50 special exhibitions will be showcased, including the "Year of the Horse" zodiac exhibition at the Shanghai Museum and various other themed displays [7]. - A new Shanghai Pass will be available for 299 yuan, allowing access to 20 cultural venues, providing significant savings compared to the total ticket value of nearly 1,100 yuan [7]. Group 4: Community Engagement and Services - A series of community cultural activities will be launched, featuring nearly 1,000 events that promote local traditions and community engagement [8]. - Enhanced tourism services will be available, including a new immersive experience at key locations throughout the city, ensuring a smooth travel experience for visitors [8]. Group 5: Discounts and Promotions - Sixty popular attractions in Shanghai will offer discounts of up to 50%, with various promotional packages available for families and tourists [9]. - Special offers include discounted tickets for visitors born in the Year of the Horse and various bundled packages that combine accommodation with attraction access [9][10]. Group 6: Industry Initiatives - Major tourism companies are launching diverse promotional products, including discounted flight tickets and themed accommodation packages [10]. - Collaborations between Shanghai Pass and local hotel groups are creating comprehensive travel solutions that combine cultural experiences with lodging [10].