为期9天的马年春节假期即将结束，今年春节假期，各地文旅消费有哪些特点？哪些项目人气高？记者在采访中了解到，春节假期，非遗文化游、年俗游、 赶大集、逛庙会、看灯展等承载"年味"的体验型旅游需求大幅增长，成为游客追寻年味、感受烟火气的热门选择。 非遗民俗火热登场 文旅融合成新亮点 今年春节，全国各地结合非遗技艺、传统民俗等举办各类活动，营造欢乐祥和的氛围，让春节有年味，更有浓浓的文化味。在多彩活动中，人们感受传统年 俗焕新彩，体味烟火人间共欢腾 在山西吕梁石楼县，当地依托青铜之乡的资源优势，推出"马跃新春·六味呈祥"系列活动，踩高跷、扭秧歌、晋剧表演等活动轮番上演，实现"村村有好戏， 处处飘年味"。 中国旅游研究院院长 戴斌：各地的民俗表演代表的是一种传统文化，更是一种美好生活的向往，这样的一种美好生活是市民的也是游客的，我们越来越多 的城市能够成为主客共享的美好生活新空间。 中远程目的地旅游热度攀升 在河南商丘的非遗庙会上，川剧变脸、舞龙舞狮等民俗表演轮番上阵，游客们赏非遗、品年味，在浓郁的传统氛围中欢度新春佳节 在山东临沂蒙山脚下，当地打造富有地域特色的新春民俗体验活动。从白天的祈福大典、民俗巡游，到夜晚的火 ...

为期9天的马年春节假期即将结束，今年春节假期，各地文旅消费有哪些特点？哪些项目人气高？记者 在采访中了解到，春节假期，非遗文化游、年俗游、赶大集、逛庙会、看灯展等承载"年味"的体验型旅 游需求大幅增长，成为游客追寻年味、感受烟火气的热门选择。 非遗民俗火热登场 文旅融合成新亮点 在山东临沂蒙山脚下，当地打造富有地域特色的新春民俗体验活动。从白天的祈福大典、民俗巡游，到 夜晚的火舞芳华、璀璨星河，游客们近距离感受沂蒙传统文化的独特魅力。 游客刘云晓：中国年的仪式感，就藏在各种各样的传统民俗里，在这里不仅玩得很开心，又能学到很多 鲁南的传统文化知识。 中国旅游研究院院长戴斌：各地的民俗表演代表的是一种传统文化，更是一种美好生活的向往，这样的 一种美好生活是市民的也是游客的，我们越来越多的城市能够成为主客共享的美好生活新空间。 中远程目的地旅游热度攀升 9天的春节假期，再加上完善便捷的交通体系，使得中远程目的地旅游热度持续攀升，而各地公共服务 的"体系化升级"也提升了游客体验。 今年春节，9天假期让人们有了更充裕的时间阖家团圆，探亲+旅游、反向过年、分段旅游、错峰旅游 等成为过年新方式。冰雪游、避寒游带动云南、海南 ...

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 tourism market during the New Year's holiday in 2026 showed strong performance, with 142 million domestic trips and total spending of 84.789 billion yuan, indicating a robust recovery and consumer confidence [1][2] - Consumer willingness to travel and spending power increased significantly, with average spending per trip estimated at 597 yuan, and various platforms reporting substantial growth in travel-related bookings [1][2] - Emerging destinations with unique experiences and convenient transportation saw remarkable growth, with cities like Qingyuan and Tongchuan leading in growth rates [1][6] Group 2 - The travel market exhibited a strong upward trend, with hotel bookings increasing by 280% and destination activity bookings rising over 270% compared to the previous year [2] - The "拼假" (flexible holiday) strategy allowed consumers to extend their travel periods, leading to increased demand for long-distance and in-depth vacation experiences [2][3] - Young consumers, particularly those born after 2000, dominated the market, with a focus on self-indulgent travel experiences, driving the trend of "老己游" (self-care travel) [3][4] Group 3 - Family travel, especially among parents with children, showed significant growth, with an 80% increase in travel participation, indicating a shift towards high-quality accommodations [4] - The demand for unique and immersive experiences is rising, with self-driving tours gaining popularity and consumers increasingly seeking "ceremonial" experiences [4][5] - The "cross-year travel" trend saw a 125% increase in related searches, highlighting the growing interest in themed events and cultural experiences [5] Group 4 - The tourism market displayed a clear pattern of established destinations maintaining their popularity while lesser-known locations experienced rapid growth [6][7] - Ice and snow tourism became a major focus during the holiday, with significant interest in both traditional and innovative winter activities [7] - The outbound tourism market saw a notable increase, with a tenfold rise in bookings for outbound charter services, reflecting a shift towards personalized travel experiences [8][9] Group 5 - Turkey emerged as a popular destination for Chinese tourists, especially after the visa exemption policy, which is expected to boost travel interest significantly [9] - The inbound tourism market also experienced strong growth, with a 110% increase in ticket bookings and a 30-fold increase in experiential product bookings [9]