2025年底，中共中央办公厅、国务院办公厅联合印发《关于做好2026年元旦春节期间有关工作的通 知》，提出要"丰富旅游产品，提升旅游品质和旅游体验，推出系列消费惠民措施"，为新春文旅市场发 展指明方向、注入动力。 记者注意到，2026年春节假期临近，足足9天的假期点燃了群众出游的热情，也为新春文旅市场按下"加 速键"。 从旅行平台的数据来看，近一个月来，机票、酒店民宿、跟团游等主要产品预订热度不断走高。中国旅 游研究院的预测显示，2026年春节期间，长线游订单占比将从去年的38%大幅提升至55%，旅游领域新 增消费有望突破800亿元。 差异化消费凸显 比如，历年春节，返乡团圆都是出行的主流，而如今，"反向过年"成为一种流行趋势，被越来越多的年 轻人接受和选择。不少在一线城市安家立业，或是身为独生子女的年轻人，不再执着于回老家过年，而 是选择把老家的父母接到自己工作生活的大城市。 除了价格维度的差异化，不同人群的出游选择也各具特色，让2026年春节旅游消费市场更具层次感和多 样性。 中国旅行社协会联合途牛旅游网发布的《2026春节旅游消费趋势报告》显示，"80后、90后"是春节旅游 的主力军，预订出游人次占比达 ...

Core Insights - The upcoming 9-day Spring Festival holiday is expected to ignite a surge in travel demand, with various travel products already entering a "booking frenzy" [1] - The proportion of travelers during the 2026 Spring Festival is anticipated to increase, gradually catching up with the "returning home" crowd, highlighting a trend towards "segmented New Year" and "composite Spring Festival" experiences [1] Group 1: Travel Trends - "Non-cross-province" travel is gaining popularity, with many travelers preferring local trips to avoid delays in visiting family and friends [2] - Approximately 20% of the top 100 cities for hotel bookings during the Spring Festival are located in provinces with a high number of migrant workers, such as Henan, Anhui, Sichuan, and Jiangxi [2] - The "reverse New Year trend" is notable, with young people in major cities bringing their parents from rural areas to celebrate together [2] Group 2: Regional Highlights - Regions like Guangdong, Fujian, and Sichuan are launching campaigns to attract tourists, with Guangdong's hotel bookings increasing by 169% compared to last year [3] - Fuzhou has entered the top five for hotel bookings during the Spring Festival, with an increase of over 80% year-on-year [3] - Sichuan's New Year activities, including the famous lantern festival, are making it a sought-after destination, with hotel prices rising significantly [3] Group 3: Emerging Travel Patterns - A report indicates a clear trend towards segmented travel, with nearly 35% of users opting for early bird trips before the holiday peak [5] - The highest travel peak is expected on February 18, following family reunions and traditional New Year celebrations [6] - There is a growing interest in "niche" travel destinations and experiences, with social media playing a significant role in promoting lesser-known locations [6]

Core Insights - The annual Spring Festival travel rush is expected to see a record high of 9 billion trips, driven by a 9-day holiday and increased travel demand [1] - The tourism market is experiencing significant growth, with rising bookings for flights, hotels, and group tours during the holiday period [1] Group 1: Travel Trends - Ice and snow tourism in northern China and warm weather tourism in southern regions are expected to be popular this Spring Festival [2] - The civil aviation sector anticipates a passenger transport volume of 95 million, representing a year-on-year increase of approximately 5.3% [2] - Hainan is projected to be a top travel destination, with hotel bookings increasing by 191% compared to last year [2] Group 2: Consumer Behavior - There is a notable trend towards deeper and more fragmented travel experiences, with travelers opting for longer stays and more personalized travel packages [4][5] - The average travel duration for users during the Spring Festival is expected to reach 5.9 days, an increase of 1.1 days from the previous year [4] - Self-driving tours and flexible travel options are gaining popularity, with over 85% of self-driving tour bookings coming from nearby destinations [4] Group 3: International Travel - The demand for outbound travel is stronger than in previous years, with Southeast Asia remaining a popular choice among travelers [6] - There is a significant increase in interest for less conventional destinations, with countries like Kazakhstan and Uzbekistan seeing notable growth in bookings [6] - The trend of foreign tourists visiting China during the Spring Festival is also on the rise, with a 471% increase in bookings from Russian tourists [6] Group 4: Diverse Travel Experiences - The variety of travel experiences is expanding, with unique activities such as Hanfu photography gaining popularity [7] - Destinations that combine scenic beauty with cultural significance are becoming increasingly sought after by travelers [7]

Core Insights - The report by Tongcheng Travel highlights a significant increase in travel activity during the 2026 Spring Festival, driven by the longest holiday period in history and a trend of combining leave days for extended vacations [1] - The report indicates that the proportion of travelers during the Spring Festival is expected to rise, approaching the numbers of those returning home, with diverse travel needs leading to a "composite Spring Festival" experience [1] Group 1: Travel Trends - The report shows a surge in hotel bookings in Guangdong, with a 169% increase compared to the same period last year, driven by unique regional customs and events [1] - Qingyuan City in Guangdong has seen a remarkable 342% increase in hotel bookings, ranking sixth nationally [2] - The top destinations for experiencing local customs include Guangdong, Fujian, and Sichuan, with Guangdong leading due to its distinctive Lingnan traditions [3][4] Group 2: Popular Destinations - Sichuan's tourism is boosted by events like the Zigong Lantern Festival, with hotel bookings in Chengdu ranking fourth among popular destinations [4] - Hainan has experienced a 191% increase in hotel bookings, with Haikou and Sanya showing significant growth, indicating a trend towards higher quality and longer stays [6] - Yunnan is emerging as a "dark horse" destination, with hotel bookings in cities like Kunming and Dali seeing one to two times the increase compared to last year [7] Group 3: Domestic Travel Preferences - There is a growing trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities like Ganzhou and Xinyang seeing booking increases of 252% and 169% respectively [9] - The report notes a rise in "reverse Spring Festival" travel, where young people bring their parents to urban centers for the holiday, leading to increased flight bookings from smaller airports to major cities [10] Group 4: International Travel Trends - The demand for outbound travel is increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, including destinations like Bangkok and Singapore [11] - Midwestern cities are showing heightened enthusiasm for international travel, with cities like Chengdu and Wuhan making the top 15 source cities for outbound tourism [12]

Group 1 - The core viewpoint of the articles highlights the significant increase in travel demand during the upcoming Spring Festival, with expectations to set new records due to factors like the longest holiday period in history [1][2] - The report from Tongcheng Travel indicates a rising trend in bookings for flights, hotels, and group tours, continuing the "volume and price rise" trend observed during the New Year holiday [1] - Data from Mafengwo shows a 253% week-on-week increase in searches for "Spring Festival travel destinations," with family travel, particularly for parent-child trips, leading the market [1] Group 2 - Popular travel trends include ice and snow tourism and winter escape trips, with top domestic hotel booking cities being Beijing, Guangzhou, and Shanghai, while top flight destinations include Shanghai, Beijing, and Shenzhen [2] - Industry experts suggest that to adapt to the 2026 Spring Festival tourism market's trend towards "quality and composite experiences," businesses should focus on integrating local cultural elements with modern experiences and develop tailored products for families [2][3] - The tourism industry is encouraged to enhance product and service quality, create small group offerings, and design travel routes that align with popular themes like ice and snow tourism and winter escapes [3]

Group 1 - The 2026 Spring Festival will feature a 9-day holiday, marking the longest Spring Festival break in history, which is expected to significantly boost the tourism market [1] - Online travel platforms report a surge in bookings for flights, hotels, and attractions, indicating a simultaneous increase in both volume and price, along with diverse travel options [1] - Ctrip's prediction suggests that the combination of extended holidays, strong demand for family travel, and the trend of foreign tourists experiencing the Chinese New Year will lead to record-breaking travel activity this Spring Festival [1] Group 2 - Hainan Province is experiencing a notable increase in tourism activity, with booking levels for flights, hotels, and attractions surpassing those of the previous year, reflecting longer stays and higher spending [2] - Southern cities dominate the list of emerging travel destinations, with Shantou leading with a 186% increase in bookings, followed by Jieyang and Chaozhou [2] - The popularity of winter travel destinations is also evident in Yunnan, with Kunming ranking in the top 7 for flight bookings and significant increases in hotel reservations in lesser-known areas [2] Group 3 - The outbound travel market is expanding, with Southeast Asia remaining a top choice, and destinations like Turkey and Russia showing significant growth in bookings [3] - There is a growing trend of foreigners traveling to China for the Spring Festival, with a fourfold increase in flight bookings for foreign visitors compared to last year [3] - Hainan is seeing a doubling in international flight bookings during the Spring Festival, primarily from countries like Russia and Singapore, indicating a shift towards deeper vacation experiences [3] Group 4 - Industry analysts believe that the longest holiday will provide ample opportunity for tourism consumption, with improved supply of domestic and international destinations, leading to a potential record high in the tourism market this Spring Festival [4]

Core Insights - The upcoming Spring Festival is expected to see a significant boost in travel activity due to the "longest Spring Festival holiday in history" combined with the "5 days off and 15 days off" vacation trend, leading to increased bookings for flights, hotels, and group tours [1] Group 1: Travel Trends - Major travel products such as flights, hotels, and group tours are experiencing rising booking temperatures, with peak travel expected on the second and third days of the New Year [1] - Guangdong, Fujian, and Sichuan are leading regions in attracting tourists, with Guangdong's hotel bookings up 169% compared to last year, and specific cities like Qingyuan seeing a 342% increase [2][3] - The report highlights a trend towards local cultural experiences, with cities like Fuzhou and Quanzhou gaining popularity among travelers [2] Group 2: Popular Destinations - The top destinations for the Spring Festival include Guangdong, Fujian, and Sichuan, each showcasing unique cultural offerings [3][4] - Hainan is experiencing a surge in travel interest, with bookings surpassing those of 2025, while Yunnan is emerging as a "dark horse" destination with significant increases in hotel bookings [5] - Northern destinations like Harbin remain popular for winter activities, with Harbin Ice and Snow World ranking among the top attractions [5] Group 3: Domestic Travel Patterns - There is a growing trend of travelers opting for hotels instead of staying with family during the Spring Festival, particularly in cities with high migrant worker populations [9] - Cities such as Ganzhou and Xinyang are seeing substantial increases in hotel bookings, with growth rates of 252% and 169% respectively [9] - Local tourism is on the rise, with a significant portion of travelers preferring to explore nearby attractions rather than traveling long distances [9] Group 4: International Travel - The demand for outbound travel is notably higher this year, with Southeast Asia being the preferred destination for many travelers due to its favorable conditions [10] - Popular international destinations include Bangkok, Singapore, and Kuala Lumpur, with long-haul travel to countries like Russia and Turkey also gaining traction [10]

Core Insights - The report by Tongcheng Travel indicates a significant increase in travel activity for the 2026 Spring Festival, driven by the longest holiday period in history and a trend of combining leave days for extended vacations [1] - The report highlights a shift in travel patterns, with a growing proportion of travelers opting for leisure and family visits, leading to a rise in "composite Spring Festival" experiences [1] Group 1: Travel Trends - The proportion of travelers during the 2026 Spring Festival is expected to increase, approaching the numbers of those returning home for family reunions [1] - Multiple travel peaks are anticipated during the holiday, particularly from the second to the third day of the new year [1] Group 2: Regional Highlights - Guangdong Province has seen a 169% increase in hotel bookings compared to the previous year, with cities like Guangzhou and Qingyuan leading the way [2] - The top destinations for cultural experiences include Guangdong, Fujian, and Sichuan, with unique local customs attracting significant tourist interest [3][4] Group 3: Popular Destinations - The top ten popular destinations for hotel bookings during the Spring Festival include major cities like Beijing, Guangzhou, and Shanghai, with Chongqing and Sanya also ranking high [6] - Hainan Province has experienced a 191% increase in hotel bookings, with Haikou and Sanya showing particularly strong demand [8] Group 4: Emerging Markets - Yunnan Province is emerging as a "dark horse" destination, with significant increases in hotel bookings in cities like Kunming and Dali [9][12] - The trend of "reverse Spring Festival" is noted, where young people bring their parents to urban areas for celebrations, leading to increased flight bookings from smaller airports to major cities [14] Group 5: International Travel - There is a notable increase in outbound travel demand, particularly to Southeast Asia, with destinations like Bangkok and Singapore being popular choices [15][18] - Non-first-tier cities are showing a growing interest in international travel, with cities like Chengdu and Chongqing making the top fifteen list of outbound tourist sources [18]

Group 1 - The core viewpoint of the report indicates that the combination of the longest Spring Festival holiday and the "5 days off, 15 days on" leave trend is significantly boosting the travel market for the upcoming Spring Festival in 2026, with increasing booking trends for flights, hotels, and group tours [1] - The report predicts that the proportion of travelers during the Spring Festival will continue to rise, approaching the numbers of those returning home, driven by diverse travel needs such as leisure, family visits, and reunions [1] - The report highlights that there will be multiple travel peaks during the holiday, particularly from the second to the third day of the New Year, as users switch modes and embark on new journeys [1] Group 2 - Various regions are launching campaigns to attract tourists, with Guangdong Province leading with a 169% increase in hotel bookings compared to the previous year, and cities like Qingyuan and Chaozhou showing significant growth [2] - The report lists the top destinations for cultural experiences during the Spring Festival, with Guangdong, Fujian, and Sichuan being prominent for their unique local customs and events [3][4] - The report notes that the demand for cultural and intangible heritage tourism is rising, with cities like Fuzhou and Quanzhou gaining popularity among travelers [7] Group 3 - The report indicates that Hainan Province is experiencing a surge in travel interest, with hotel bookings increasing by 191% compared to the previous year, driven by longer stays and higher spending [8] - Yunnan Province is emerging as a "dark horse" destination, with significant increases in hotel bookings for cities like Kunming and Dali, reflecting a growing interest in less traditional tourist spots [9][12] - The report highlights a trend of travelers opting for local hotels instead of staying with family during the Spring Festival, with cities in provinces like Henan and Anhui seeing substantial increases in hotel bookings [13] Group 4 - The report notes a significant rise in "reverse reunion" travel, where young people bring their parents to major cities for the holiday, leading to increased flight bookings from smaller airports to cities like Beijing and Shanghai [14] - The demand for outbound travel is also increasing, with Southeast Asia remaining a top choice for Chinese travelers during the Spring Festival, and new destinations like Russia and Turkey seeing substantial growth in bookings [15][18] - The report emphasizes that non-first-tier cities are increasingly participating in outbound travel, with cities like Chengdu and Chongqing making up a significant portion of the outbound tourist demographic [18]

1月27日，同程旅行发布《2026年春节旅行趋势报告》(下称"报告")。报告显示，"史上最长春节假期"叠 加"请5休15"拼假小浪潮，积极提振新春文旅市场活跃度。同程旅行平台上，延续元旦"量价齐升"趋 势，近一个月来春节机票、酒店民宿、跟团游等主要产品预订热度不断走高。 春节不仅是返乡团圆重要时刻，更是国庆之外又一"超长黄金周"。《报告》显示，较长假期的推动下， 2026年春节出游人群比例有望进一步提升，占比上逐步追赶返乡大军。在休闲度假、探亲访友、返乡团 圆等多元需求的拼配组合下，"分段式过年"、"复合型春节"的特征将愈发鲜明。反映到出行趋势上，除 了假期首尾客流高峰外，节中也将掀起多个出行高峰。其中，大年初二至初三是用户切换模式、集中开 启新旅程的峰值时段。 多地文旅掀起"年味抢客潮"，哪里的年俗更特别？ | 热度排名 | 目的地 | 年味特色及亮点 | | --- | --- | --- | | TOP1 | 广东 | 岭南限定年味 | | TOP2 | 福建 | 过闽式福年 | | TOP3 | 四川 | 锦绣安逸川味年 | | TOP4 | 重庆 | 渝味新岁 | | TOP5 | 江西 | 福马贺 ...