Core Insights - The tourism market in China is experiencing a significant surge during the 2026 New Year holiday, with a 20.3% year-on-year increase in cross-regional travel, totaling 207.475 million trips on January 1 [1][3]. Group 1: Travel Trends - The demand for "leave-selling travel" and "holiday-packing travel" is notably increasing, with 90% of travel products already booked for the New Year holiday [6]. - The primary demographic for these travel trends is the younger generation aged 25-35, indicating a shift towards a younger traveler base [6]. - There is a 40% increase in inquiries and bookings for corporate team-building travel, with group sizes typically ranging from 30 to 50 people [6]. Group 2: New Year Celebrations - The desire for a celebratory experience during the New Year is driving tourism, with many young people attending concerts and events to mark the occasion [7][9]. - Cities like Guangzhou, Chongqing, Beijing, and Chengdu are seeing a rise in flight bookings for New Year celebrations, with hotel bookings in Nanning increasing by 17 times due to special events [9]. Group 3: Seasonal Tourism - The trend of "ice and snow tourism" is gaining traction, with traditional winter destinations like Harbin seeing a 300% increase in popularity on travel platforms [10][12]. - Southern tourists are traveling north for winter experiences, while northern tourists are heading south to escape the cold, highlighting a diverse travel pattern [10][12]. Group 4: Duty-Free Shopping - Duty-free shopping is becoming a major attraction for tourists in Hainan, with significant increases in flight bookings to Haikou and Sanya, up 81% and 96% respectively [14]. - The appeal of relaxing beach vacations combined with shopping is driving demand for these destinations [14]. Group 5: Future Expectations - The tourism market is expected to continue its upward trend, especially with the upcoming long Spring Festival holiday, which is anticipated to attract more international tourists [15].

新华网北京1月4日电（记者 游苏杭 赵宇娇）2026年元旦假期，全国文旅消费市场热度持续攀升。交通运输部数据显示，元旦假期首日（1月1日），全 社会跨区域人员流动量为20747.5万人次，同比增长20.3%。 2025年12月25日，在云南省玉溪抚仙湖旅游度假区附近的一间民宿内。（受访者供图） 众信旅游发布的《2026元旦放假趋势报告》印证了这一趋势。随着年底带薪休假截止点的临近，叠加元旦等假期氛围加持，"销假游""拼假游""团建 游"需求集中释放，元旦产品预订已达90%，旅游市场提前迎来年底出游热潮。 从出游人群结构来看，年底"销假游""拼假游"年轻化特征明显，25-35岁年轻客群成主力军。与此同时，年底单位团建、企业年会配套出行等需求集中 爆发，进一步拉动小团定制游市场热度，团建类、企业定制类旅游产品的预订量持续走高，成为年底旅游市场重要增长点。 众信旅游相关数据显示，近期咨询和预订团建定制游的企业客户数量较上月增长40%，定制团队规模多集中在30人-50人，行程以5-7天为主，目的地偏 好与大众"销假游"基本契合，兼具休闲度假与团队建设功能的产品最受青睐。 从"销假游"的错峰出行，到"跨年游"的沉浸式体 ...

从国内旅游市场来看，差异化的气候与景观资源形成了鲜明的出行导向，海南的阳光沙滩、云南的人文 与自然、新疆和东北的冰雪资源分别成为不同偏好游客销假游热门之选，各热门目的地的预订量也呈现 稳步攀升的态势。 从出游人群结构来看，年底销假游、拼假游年轻化特征明显，25岁至35岁年轻客群成为元旦销假游、拼 假游的主力军。与此同时，年底单位团建、企业年会配套出行等需求集中爆发，进一步拉动小团定制游 市场热度，团建类、企业定制类旅游产品的预订量持续走高，成为年底旅游市场重要增长点。 众信旅游相关数据显示，近期咨询和预订团建定制游的企业客户数量较上月增长40%，定制团队规模多 集中在30人—50人，行程以5—7天为主，目的地偏好与大众销假游基本契合，兼具休闲度假与团队建设 功能的产品最受青睐。 报告显示，年轻客群出游需求多元及个性化特征，且更加注重出行体验感，"冰雪游"与"避寒游"形成两 大核心趋势：北方的长白山、崇礼、亚布力等优质滑雪场，凭借专业雪道、丰富的冰雪娱乐项目，成为 年轻游客感受冬日激情的热门之选；而南方的海南三亚、厦门鼓浪屿等温暖目的地，则吸引了众多渴望 逃离严寒、享受轻松度假氛围的年轻群体，跨年祈福、海滨漫步 ...