本报讯（沈阳日报、沈报全媒体记者谢飞燕）1月4日，同程旅行发布《2026元旦假期旅行消费报告》， 数据显示，元旦假期，辽宁省景区预订热度较去年同期增长2.5倍，辽宁省酒店预订热度较去年同期涨 幅10%。其中，沈阳景区预订热度环比上月增长380%，沈河区景区预订热度增长明显，较去年同期增 长超4倍。沈阳故宫等景区热度涨势突出，成为元旦假期热度飙升最快的十大赏雪景区。 （来源：沈阳日报） 转自：沈阳日报 报告显示，用户对跨年仪式感的追求，令元旦旅行消费"品质化升级"趋势愈发显著。同程旅行平台上， 元旦假期高品质酒店、精品民宿、定制小团等产品预订热度显著提升。与此同时，今年元旦假期城市群 短途游与"南北互换"长线游交织并行。其中，沈阳等周边城市群内短途微度假颇为火爆，冰雪游和避寒 游两大经典旅游主题下，辽宁、黑龙江、吉林、海南、云南等包揽元旦长线游热门流向。作为冬季旅行 风向标，冰雪游以压倒性优势稳占元旦假期"C位"。报告显示，元旦期间国内热门航线TOP20中，杭州 至沈阳等冰雪游航线占比达四成左右，其中，1月3日的返程航班十分抢手，部分航班经济舱机票早早售 罄，还有一些航班经济舱机票涨至全价。 ...

体验式消费主导市场 元旦旅游市场的另一个显著趋势是目的地格局的持续分散化。尽管上海、北京、广州等一线城市仍是流 量基石，但一批具有独特资源或文化辨识度的小众城市、县城实现了惊人的增长，推动旅游动能从少数 核心城市向全国更广阔区域扩散。 飞猪数据显示，清远、铜川、抚顺、景德镇等地订单增速居前；携程报告显示，安吉、清远、西昌等地 订单大幅增长；去哪儿平台用户酒店预订覆盖了全国超1000个县城。这些小城突围的"流量密码"在于： 一是承接核心城市溢出需求，凭借1-2小时车程的"邻近便利性"吸引周边游客；二是打造"极致体 验"或"情绪场景"，如清远的温泉、安吉的南方滑雪、景德镇的制陶、开封的武侠主题乐园，满足了游 客对差异化、沉浸式体验的追求。 今年元旦旅游市场最突出的特征，是消费动机从"看世界"向"悦自己"的深刻转变。年轻人作为出游主 力，正主导着旅游消费市场的变革。携程数据显示，主题乐园烟花秀、寺庙祈福、跨年演唱会、深度 City walk等具有较强仪式感和情感价值的体验项目热度大涨，折射出游客，特别是年轻客群，对旅行精 神内涵和情绪价值的重视。 这种转变直接驱动了消费行为的升级。飞猪数据显示，对于今年元旦假期国内 ...

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]

市场规模扩大的同时，旅游消费呈现品质化升级态势，游客对出行品质的要求提高，推动旅游产品同步 调整。元旦期间高品质酒店、精品民宿、定制小团等产品预订热度显著提升，"请3休8"拼假模式催热的 长线游拉动客单价提升。木鸟民宿数据显示，家庭与亲子游需求增长明显，两室及以上家庭型民宿占比 提升13%，带有"亲子"标签的民宿订单同比增长227%。一些民宿房东提供的个性化服务，也为游客带 来满满情绪价值。据悉，途家平台上的云致民宿距离迪士尼园区10分钟车程，房东承诺"免费接送往返 乐园"，同档期房价仅为官方主题酒店的十分之一。对于带孩子出行或结伴同行的游客而言，住在周边 民宿既节省了住宿成本，也减少了乐园散场后的交通压力。在房型选择上，私汤民宿呈现出明显的"多 人同行"特征。2026年元旦假期，途家私汤民宿订单中，独栋别墅的订单量同比增长1.9倍，在所有房型 中位居第二；3居3床、4居4床等多居室民宿的订单量，同比增长均超过2倍。途家高级副总裁胡阳表 示，越来越多游客已经不再执着于在假期"密集打卡"，而是更希望通过私密、安静的空间，让身体和情 绪同时放松下来。私汤民宿兼顾了私密性、舒适度与家庭友好属性，精准地为其受众提供了 ...

Investment Rating - Industry rating: Recommended [4] Core Viewpoints - The tourism market is experiencing significant growth ahead of the upcoming Mid-Autumn Festival and National Day, with a forecasted increase in travel bookings by double digits compared to last year [1][21] - High-quality hotel bookings are expected to continue their upward trend during the holiday period, with a year-on-year increase of over 20% [2] - The expansion of visa-free policies is boosting both inbound and outbound tourism, with a notable 75% increase in booking volumes for inbound travelers from Russia [2][23] Summary by Sections 1. Market Overview - The upcoming "double holiday" is expected to generate an 8-day vacation period, with potential for a 12-day extended holiday through leave arrangements [1] - Domestic travel demand is strong, with a more than 115% increase in bookings for domestic charter tours and over 200% for nearby travel products compared to last year [1] 2. Investment Recommendations - Focus on five investment themes: 1. Continuous upgrades in AI technology, benefiting companies like Core Technology and Focus Technology [3] 2. Increased consumer willingness to pay for emotional value, with high-growth potential in new retail sectors, benefiting brands like Miniso and Pop Mart [3] 3. Recovery of cyclical sectors under domestic demand stimulation, with companies like Haidilao and Jinjiang Hotels expected to benefit [3] 4. Broad prospects for consumer brands going overseas, with support for domestic brands expanding internationally [3] 5. Revitalization of traditional business formats as offline traffic returns, benefiting supermarkets and retail chains [3] 3. Industry Dynamics - The consumer service index outperformed the CSI 300 index by 3.97 percentage points, indicating a positive trend in the consumer services sector [12] - The tourism sector is characterized by short-distance frequent travel and high-quality long-distance travel, with significant growth in bookings for both [21][22] 4. Macro & Industry Data - In August, the total retail sales reached 3.97 trillion yuan, with a year-on-year growth of 3.4% [29] - Online retail sales of physical goods increased by 6.4% year-on-year from January to August, indicating a shift towards e-commerce [30]