Core Insights - The travel consumption report by Tongcheng Travel indicates a significant increase in travel bookings during the New Year holiday, with a 2.5 times growth in scenic area reservations and a 10% increase in hotel bookings in Liaoning Province compared to the same period last year [1] Group 1: Travel Trends - Scenic area bookings in Shenyang saw a remarkable month-on-month increase of 380%, with the Shenhe District experiencing over a fourfold increase compared to last year [1] - The report highlights a trend towards "quality upgrades" in travel consumption, driven by users' desire for a sense of ceremony during the New Year [1] - High-quality hotels, boutique homestays, and customized small group products have seen a notable rise in booking popularity on the Tongcheng Travel platform [1] Group 2: Travel Themes and Destinations - Short-distance micro-vacations within urban clusters, particularly around Shenyang, are gaining popularity, alongside long-distance travel between northern and southern regions [1] - Classic travel themes such as ice and snow tourism and winter escape trips dominate the New Year holiday, with popular long-distance travel flows including Liaoning, Heilongjiang, Jilin, Hainan, and Yunnan [1] - Ice and snow tourism is positioned as a leading trend for winter travel, with approximately 40% of the top 20 domestic flight routes during the New Year holiday being ice and snow travel routes, particularly from Hangzhou to Shenyang [1]

Core Insights - The tourism market is experiencing a significant shift from "seeing the world" to "enjoying oneself," driven primarily by younger consumers who prioritize emotional and experiential value in their travel choices [1][2] Group 1: Consumer Behavior Trends - There is a notable increase in consumer spending and shopping behavior during the New Year holiday, with average spending and shopping items per tourist rising over 20% year-on-year [1] - Travelers are increasingly willing to pay a premium for high-quality accommodations and unique experiences, reflecting a trend towards "quality upgrades" in travel consumption [1] - Different consumer segments are emerging, with families preferring high-star resorts for convenience and Gen Z willing to spend on unique experiences like viewing the aurora or attending concerts [1] Group 2: Destination Diversification - The destination landscape is becoming more decentralized, with smaller cities and counties experiencing significant growth, driven by their unique resources and cultural identities [3][4] - Popular smaller destinations include Qingyuan, Tongchuan, and Fushun, which have seen rapid order growth, indicating a shift in tourist flow from major cities to less traditional locations [3] - The rise of local attractions, such as themed parks and cultural experiences, is helping to balance tourism consumption across regions and alleviate pressure on traditional hotspots [4] Group 3: Seasonal Tourism Trends - The winter tourism market is evolving with a blend of traditional "ice and snow" activities and new experiences, showcasing a growing interest in diverse winter activities across regions [5] - Southern regions are seeing a surge in ski resort bookings, while northern areas are innovating with activities like ice fishing and snow camping, indicating a breaking of geographical limitations in winter tourism [5] - The launch of the Hainan Free Trade Port has created synergies between "winter escape" tourism and "duty-free shopping," significantly boosting hotel bookings in Hainan [5] Group 4: International Travel Dynamics - The outbound tourism market is witnessing a dual trend of recovery and upgrade, with long-haul destinations like Australia and the USA gaining popularity [6] - There is a notable increase in outbound travel orders from non-first-tier cities, indicating a growing demand for international travel among broader consumer demographics [7] - The tourism market's robust start in 2026 reflects a combination of evolving consumer preferences and innovative supply-side offerings, suggesting a continued focus on experiential, quality, decentralized, and integrated travel experiences [7]

Core Insights - The tourism market is experiencing a significant shift from "seeing the world" to "enjoying oneself," driven primarily by younger consumers who prioritize emotional and experiential value in their travel choices [1][2][5] - The demand for high-quality travel experiences is increasing, with consumers willing to pay a premium for unique accommodations and activities [1][5] Group 1: Market Trends - The New Year's tourism market shows a 20% increase in both the average number of shopping items and spending per visitor compared to the previous year [1] - There is a notable trend towards the decentralization of travel destinations, with smaller cities and counties experiencing significant growth in tourism orders [2][3] - Popular destinations like Qingyuan, Tongchuan, and Fushun have seen rapid order growth, indicating a shift in tourist preferences towards unique local experiences [2][3] Group 2: Experience-Driven Consumption - Events such as music festivals and concerts are becoming key drivers of local tourism, reflecting a transition from resource-oriented to experience-oriented tourism [2] - The rise of domestic theme parks, particularly those with cultural themes, is attracting younger audiences and boosting local hotel bookings [3] - The integration of various experiences, such as "ice and snow" activities and "duty-free" shopping, is enhancing the appeal of winter tourism [4] Group 3: International Travel Dynamics - The outbound tourism market is recovering, with long-haul destinations like Australia and the USA gaining popularity, alongside rapid growth in lesser-known destinations due to visa-free policies [5] - There is a noticeable increase in outbound travel orders from non-first-tier cities, indicating a broader market penetration of travel demand [5] - The trends observed during the New Year's holiday are expected to shape the tourism industry in 2026, emphasizing the need for experiential, quality, and diversified travel offerings [5]

Group 1 - The core viewpoint of the articles highlights a significant increase in domestic tourism and consumer spending during the New Year holiday, with 142 million domestic trips and total spending of 84.789 billion yuan reported [1][2] - The trend of "shopping before traveling" has emerged, particularly in Hainan, where tourists are attracted by duty-free shopping opportunities, leading to a notable rise in tourism consumption [2] - The popularity of "cross-regional travel" has surged, with Northern tourists traveling to Southern destinations for warmth and vice versa, resulting in a 176% year-on-year increase in orders for winter escape trips [1][2] Group 2 - The data indicates that Harbin's ice and snow attractions remain highly favored, with a 28% increase in ticket bookings for local scenic spots during the holiday [1] - The influx of foreign tourists for New Year celebrations is notable, with cities like Haikou and Sanya experiencing over threefold increases in inbound flight bookings [2] - There is a growing trend towards high-quality travel experiences, with increased bookings for premium hotels, boutique homestays, and customized small group tours during the holiday period [2][3]

Core Insights - The New Year's holiday in 2026 has significantly boosted tourism consumption, with a notable increase in bookings for flights, hotels, and vacation rentals, driven by the "please take 3 days off and rest for 8" holiday trend [1][2] Domestic Travel - The domestic travel market is characterized by a blend of short-term micro-vacations and long-term deep travel, with core city clusters actively engaging in consumption [2] - Popular destinations include Northeast China, Hainan, Yunnan, Xinjiang, and Sichuan, with a 176% year-on-year increase in bookings for winter sun destinations [2] - The trend of "cross-regional travel" is evident, with over 50% of bookings for southern destinations made by northern travelers [2] Consumption Trends - There is a diversification in consumption scenarios, with events driving interest in various destinations, such as the popularity of Chinese-themed amusement parks [3] - The demand for high-quality accommodations and personalized services has increased, with family and child-friendly options seeing significant growth [4] - Bookings for family-oriented vacation rentals have surged, with orders for two-bedroom and larger properties increasing by 13% and 227% respectively [4] External Influences - The implementation of Hainan's duty-free shopping policy has led to a 20% increase in visitors since December 2025, with hotel and rental occupancy rates more than doubling [5] Cross-Border Travel - The cross-border travel market is experiencing a dual recovery, with both outbound and inbound tourism gaining momentum [6][7] - Popular outbound travel themes include island vacations and destinations with visa-free access, with significant growth in bookings from non-first-tier cities [7] - Inbound tourism is also on the rise, with a 5-fold increase in foreign visitors to Sanya, and a diverse range of cities being popular among international travelers [8]

江门开平市的塘口旧墟，曾是仅有9户居民的"空心墟"。通过"微改造"保留侨乡建筑风貌，并创新盘活 闲置资产。这里吸引了多元人群聚居创业，已实现全方位"蝶变"，2024年接待游客超150万人次，2025 年上半年接待游客超80万人次。广东英德龙华村梅子寨曾经的旧猪圈飘出咖啡香，麻竹笋制成的文创产 品备受游客欢迎，无人老宅变身精品民宿，谁能想到这个仅有29户人家的小村庄，在一年多前还是 个"空心村"，试运营半年多累计接待游客近5万人次。 这些蜕变，正是广东"百千万工程"在岭南大地上书写的微小而生动的注脚。12月17日，广东省"百县千 镇万村高质量发展工程"指挥部办公室正式发布《关于促进农文旅融合高质量发展的若干措施》，合共 二十七条。"农文旅二十七条"，不讲空话，直奔主题：怎么让乡村美起来、农民富起来、游客留下来？ 很多人理解的"农文旅融合"，无非是"农家乐+土特产摊"，但广东这次显然想得更深，布局得更全面， 在最关键的三个问题上给出了实招： 第一，人从哪里来？《措施》明确要引育专业化运营团队、农村集体经济经理人，鼓励大学生、返乡青 年、文创人才下乡。更关键的是——支持乡村旅游人才评职称！以后在乡村做民宿、搞研学、 ...

按照政策规划，投资总额5亿元的高端酒店项目，奖励补贴最高不超过2000万元，项目试营业1个月后全部兑现。如果是引进了国际顶奢品牌， 还能再奖励1000万元。要是引进的是国内品牌，按照五星级酒店以上标准建设的酒店项目，最高可以奖励800万元。 "合着国内、国际酒店品牌，还是两个价码啊。"把这个链接甩给我的广东朋友，在一旁煽风点火。 其实，供给早已饱和的国内酒店业，对于新开的五星、高端酒店的需求并不迫切。尤其是传统五星级酒店早已褪去滤镜，很多项目的日子过得捉襟见肘。 在这个高度市场化的行业，平台的评分、会员系统的搭建等，可能都比评星要重要的多。 那么，为何各地还是习惯奖补五星酒店项目？要想真正激励住宿业健康发展，又该制定何种政策支持？ 高端酒店补贴政策遍地开花 咱还来说一下惠来县给出的政策。 原文件比较长，老沙摘出来几点，更通俗地表述一下： 就在前两天，广东惠来县文体局把今年4月份制定的《惠来县扶持高端品牌酒店发展若干设施》的优惠政策，又在它们的官方平台上推送了一次。 用地方面，盖酒店可按片区基准地价楼面价修正系数为0.7进行地价评估； 项目投资方面，投入超5个亿的项目，最高补贴2000万；引入国际顶奢，奖励15 ...

与此同时，淳安县实施"一村一名大学生"培养计划，组织大学生到村从事村务工作，基本实现336个行 政村大学生全覆盖。金峰乡安上村"一村一名大学生"余华亮，利用会电脑懂营销的优势，帮助民宿业主 发布信息、打造品牌、招揽客人，帮助农户销售农特产品，赢得群众信任。 淳安县地处浙西山区，近半数农村曾面临空心化问题。"火车跑得快，全靠车头带。"当地将空心村治理 与软弱后进村党组织整顿提升结合起来，近3年整顿提升空心村后进党组织30多个，并在此基础上，探 索推进村企联营、党建联建等机制，增强村党组织致富带富能力，建成"共富工坊"529家，吸纳1.3万余 人就业。 平均海拔800余米，全村森林覆盖率达92%，全年一半以上时间被云海笼罩……王阜乡胡家坪村曾经是 一个空心村。在县、乡的积极协调下，胡家坪村党组织对接滨江房产集团，将闲置房屋改造成精品民 宿、度假酒店，闲置土地打造成共富农场式"共富工坊"，推动农文旅融合发展。 变化实实在在：进山的盘山公路从3米拓宽到5米，车辆交会不犯愁；一条1公里长的登山步道修了起 来，游客有了新去处；村里5个自然村分期开始外立面改造，村庄有了好环境…… 村民詹贵生有了更多的盼头："以前生活艰苦， ...

Core Viewpoint - Yantai City is actively promoting new consumption supply by implementing policies aimed at expanding service consumption and developing new business models and scenarios [1][2] Group 1: Service Consumption Development - In September, the Ministry of Commerce and eight other departments issued a notice to promote the development of new service consumption formats and models [1] - Yantai will focus on three key areas: establishing a comprehensive service system for the first-release economy, innovating diverse service consumption scenarios, and enhancing cross-industry collaboration with well-known IPs [1][2] Group 2: First-Release Economy - Yantai plans to leverage commercial complexes, exhibition venues, and characteristic streets to create first-release centers and economic clusters [1] - The city aims to attract well-known domestic and international brands to set up flagship and experience stores, and support quality brands in hosting first-release events [1] Group 3: Innovative Consumption Scenarios - Yantai will develop integrated consumption scenarios such as "cultural tourism + sports + commerce" and "exhibitions + conferences + consumption" [1] - The city intends to build service consumption clusters and nighttime cultural tourism consumption areas, along with unique models like senior-friendly streets and children's amusement parks [1] Group 4: Cross-Industry Collaboration - Yantai will strengthen collaboration with globally recognized IPs to leverage unique local resources such as the Fairyland Coast and the Blue Granary [2] - The goal is to empower quality consumption resources through IP integration and cultivate new leading enterprises in consumption [2]

Core Insights - Beijing is advancing the "Four Good Rural Roads" initiative, aiming to expand the total length of "Beautiful Countryside Roads" to over 2000 kilometers by 2027 [1][6] - The Huaihuang Road has been recognized as both a "Beautiful Countryside Road" and the "Most Beautiful Countryside Road," significantly benefiting local agriculture and tourism [2][3] Infrastructure Development - The Huaihuang Road spans 36.11 kilometers, connecting four towns and over 30 administrative villages, enhancing access to historical sites and scenic areas [2][4] - The road has undergone comprehensive upgrades, including improved traffic safety features and enhanced landscaping, to provide a better travel experience [4][5] Economic Impact - The Huaihuang Road supports the local chestnut industry, generating an annual income of 30 million yuan for over 5,000 farmers [2][3] - The road facilitates the operation of over 260 boutique homestays, attracting 772,000 tourists annually and generating a total income of 148 million yuan [3] Tourism and Cultural Integration - The road connects various cultural and natural attractions, promoting a diverse tourism ecosystem that includes leisure agriculture and local businesses [3][4] - The initiative has led to the emergence of new business models, such as rural cafes and educational agricultural bases, driven by young entrepreneurs returning to their hometowns [3] Future Plans - Beijing plans to implement a new round of rural road enhancement actions, further integrating transportation with agriculture, culture, and tourism [6]