TONGCHENGTRAVEL (00780) Spring Festival inventory: Guangdong New Year customs travel is popular, Shantou hotel bookings have increased by over 80% year-on-year.

The "longest Spring Festival holiday" has produced a beautiful holiday travel report card, with peak travel during the holiday making it difficult to get tickets at many famous scenic spots nationwide. Surrounding tours, long-distance tours, and other travel consumption highlights are abundant. On February 23, TONGCHENGTRAVEL (00780) released the "2026 Spring Festival Holiday Travel Consumption Report" (referred to as the "Report"), summarizing the new trends and characteristics of travel consumption during the 2026 Spring Festival holiday based on TONGCHENGTRAVEL platform data. The data in the "Report" shows that traditional Chinese New Year customs are still the "main course" of the Spring Festival travel market, with the pursuit of traditional "New Year's flavor" becoming the mainstream of domestic travel during the Spring Festival. Various New Year customs activities held in Guangdong, Fujian, and other places have become hot spots for holiday cultural and tourism consumption. The popularity of tourism in places like Shantou has increased significantly, making it a "dark horse" destination for domestic Spring Festival travel. During the first Spring Festival long holiday after the closure, the tourism popularity in Hainan Island reached a new high, with hotel bookings increasing by more than 70% year-on-year. Harbin, a popular destination for ice and snow tourism during the Spring Festival, is at the forefront, and indoor skiing facilities have become the preferred choice for residents in southern regions to experience skiing. During the Spring Festival, there is a two-way flow of "returning home trips" and "reverse New Year celebrations", with bookings for cultural tourism products in cities like Chongqing and Chengdu in the Midwest increasing by over 100% year-on-year. "Celebrating the Spring Festival with AI" has become a new trend for this year's Spring Festival travel, with young people consulting AI about New Year customs from various regions. The significantly extended holiday has significantly boosted the demand for long-haul outbound travel during the Spring Festival, with hotel bookings in popular destinations in Italy like Milan increasing by over 200% year-on-year. Guangdong has become the top destination for New Year customs tours, with hotel bookings in places like Shantou increasing by over 80%. During the Spring Festival, traditional "New Year's flavor" has become the strongest "IP" to attract tourists in various places, with a competition between the North and South creating a lively atmosphere for celebrating the Spring Festival. Data from the TONGCHENGTRAVEL platform shows that the top ten popular destinations for traditional "New Year's flavor tours" during this year's Spring Festival period are: Shantou, Fuzhou, Beijing, Ganzhou, Suzhou, Jiujiang, Shanghai, Quanzhou, Dehong, and Kaifeng. Undoubtedly, Guangdong was the big winner in this year's Spring Festival New Year customs tourism, with hotel bookings in popular destinations in Guangdong like Shantou seeing an increase in booking popularity by over 80% year-on-year, ranking at the forefront nationally. During the Spring Festival, Guangdong Province focused on the theme "Celebrate the New Year in Guangdong", featuring intangible cultural heritage New Year customs + trendy experiences, and launched Spring Festival cultural tourism consumption subsidies. The rich traditional New Year customs and activities like the temple fair and Yingge drum performances in the Chaoshan region created an immersive New Year cultural experience for tourists. Fuzhou themed the Spring Festival as "Come to Fuzhou, Celebrate the New Year in Fuzhou", launching the New Spring Cultural Tourism Month and holding over 1800 activities, achieving full coverage of themes including New Year customs, lantern festivals, intangible heritage, fireworks, traditional houses, and red tourism. Activities such as traditional New Year cultural activities in Ganzhou and Dehong with ethnic minority characteristics were well received by tourists in visual experiences and participation, becoming a "cultural and tourism feast" for local entertainment during the Spring Festival holiday peak. Local bookings for feature homestays doubled during peak travel times. In addition, the first Spring Festival holiday after the closure, combined with the atmosphere of the 18th Wanchun Festival in Haikou and other New Year celebrations, enhanced the shopping and leisure travel during the Spring Festival in Hainan, with hotel booking heat in the whole island increasing by over 70% year-on-year, making it the absolute top destination for island travel during the Spring Festival. There is a strong demand for ice and snow tours during the Spring Festival holiday, and indoor skiing facilities have become a new hotspot for ice and snow cultural tourism consumption. Spending the Spring Festival in Northeast China to experience the authentic Northeastern New Year customs remains a traditional favorite for the Spring Festival ice and snow tourism. Data from the TONGCHENGTRAVEL platform shows that Harbin, Changbai Mountain Tourism, Altay, Zhangjiakou, and other places are popular destinations for ice and snow tourism during the Spring Festival holiday. Among them, attractions like the Ice and Snow World in Harbin, Chessboard Mountain Ice and Snow World, and Changchun Ice and Snow Newland Pharmaceutical are popular spots for family ice and snow trips, with leading growth rates in bookings. As the main stage for this year's CCTV Spring Festival Gala, Harbin's Ice and Snow World remained popular during the first half of the holiday. Changbai Mountain Tourism, Wanda International Tourist Resort, and Snow Village are popular choices for family trips and Spring Festival vacation stays. In addition to ice and snow sports experiences, ancient buildings like the Shenyang Palace Museum are also popular tourist spots. Compared to long-distance ice and snow tours, indoor skiing facilities near home are a popular choice for many people to experience skiing during the Spring Festival holiday. Data from the TONGCHENGTRAVEL platform shows that indoor skiing facilities with high popularity during the Spring Festival holiday include locations like Nantong Sendi Ice and Snow Ocean Park, Huzhou Taihu Dragon Dream Ice and Snow World, Suzhou Alps Snow World, Shenzhen World Window Alps Ice and Snow World, and Changchun Wanda Ski Resort. "Returning Home Trips" and "Reverse New Year Celebrations" see local bookings in major cities in central and western China accounting for over 60% of total bookings. During the Spring Festival, families choose to stay in hotels in their hometowns and visit local attractions, making "returning home trips" a dominant force in cultural tourism consumption for several cities in central and western China. People returning home for the holidays tend to choose local and nearby destinations during the long holiday, with bookings from locals for hotels and attractions in several cities in central and western China increasing by over 100% year-on-year. Data from the TONGCHENGTRAVEL platform shows that attractions and hotels in cities like Chongqing, Chengdu, Xi'an, Bijie, Zhengzhou, Taiyuan, Shaoyang, Zhoukou, Fuyang, and Nanchong have high local booking heat. In these cities, the main attractions see over 60% of bookings from local residents. There are those who visit hometown attractions and those who travel from hometowns to first-tier cities to reunite, with the "reverse New Year celebrations" crowd contributing significantly to cultural tourism consumption in key cities like Beijing, Shanghai, Shenzhen, Guangzhou. The data from TONGCHENGTRAVEL platform shows that the booking heat for flights from major cities in central and western China to Shenzhen, Guangzhou, Shanghai, Beijing, Hangzhou, and other cities increased by nearly 40% compared to last year during the week before the Spring Festival holiday, with a significant increase in the proportion of customers over 50 years old. Visiting county towns to experience traditional New Year customs sees hotel booking heat in Yixian County, Yangshuo County, and other county towns increasing by over 400%. County towns have a rich New Year atmosphere, with tourism heat in many county towns significantly increasing during the Spring Festival. Data from the TONGCHENGTRAVEL platform shows that hotel and attraction bookings in county-level destinations like Yixian County in Huangshan, Yangshuo County in Guilin, Pingyao County in Jinzhong, Pingtan County in Fuzhou, Chengjiang County in Yuxi, Wuyuan County in Shangrao, are among the top nationwide. County-level destinations with high travel heat either have well-known attractions or rich traditional New Year customs activities. The famous ancient villages of Hongcun and Xidi in Yixian County, as well as traditional New Year customs activities like the fish lantern parade and bench dragon parade held in the area during the Spring Festival, have significantly boosted local tourism heat. Yangshuo County in Guilin ranks among the top county-level tourist destinations for its attractions like the Li River and rich New Year customs activities. Pingyao County attracts the attention of young tourists and family tourists due to its Pingyao Ancient City and local traditional New Year customs activities. During the Spring Festival, hotel and homestay bookings in Yixian County, Yangshuo County, and Pingyao County on the TONGCHENGTRAVEL platform saw a year-on-year increase of over 400%. In addition, Fuzhou's Pingtan County, with its main theme of "Mountain and Sea National Tide, Cross-Strait New Year Customs, and Intangible Heritage Performances," combines local New Year customs activities with popular national trends, attracting a large number of young people to come and experience. The unique New Year customs and cultural activities of the Miao people in Xijiangqianhu Miao Village have placed Leishan County among the popular county-level tourist destinations during the Spring Festival holiday. "Following AI to Celebrate the New Year," DeepTrip's questions about local New Year customs account for more than hotel accommodation-related questions. This year's Spring Festival holiday was a "technological feast" belonging to AI. Asking about travel itineraries, searching for attractions, checking guides, and checking the weather, AI has become an indispensable "partner" for everyone's Spring Festival travel. Data from DeepTrip, the intelligent travel platform under TONGCHENGTRAVEL, shows that among the questions related to the Spring Festival, about 57.4% are related to transportation and ticketing, about 20% are related to sightseeing, and about 12.9% are related to local New Year customs. Of particular note is that the volume of questions related to local New Year customs significantly exceeds those related to hotel accommodation and other travel topics. From the question patterns, users are interested in local New Year customs to explore the various customary activities, and then to understand the local customs to facilitate a smooth holiday itinerary. Questioners about New Year customs mainly consist of people under 30 years old. For young people, travel AI is not only a travel planning "assistant" for the Spring Festival holiday, but also an essential "New Year customs steward". There has been an explosive demand for long-haul outbound travel, with hotel bookings in Italian cities like Milan increasing by over 200% year-on-year. The extended nine-day Spring Festival holiday has fully triggered outbound travel demand. Data from the TONGCHENGTRAVEL platform shows that short-haul and medium-haul outbound travel during the Spring Festival holiday remains the basic foundation for outbound travel. Destinations within the "5-hour flight circle" like South Korea, Singapore, Malaysia, China's Hong Kong and Macau regions, and Indonesia rank high among popular destinations. Compared to last year, long-haul outbound travel destinations during the Spring Festival holiday this year have seen a significant overall increase in popularity, with cities in Italy like Milan, Spain, Australia, the UK, Germany, Switzerland, and Denmark ranking high among long-haul destinations. Generally speaking, Europe is more popular as a travel destination. In terms of customer structure, families remain the main force for long-haul outbound travel during the Spring Festival. During the Spring Festival holiday, Milan held the Winter Olympics, and many families traveled to Milan to cheer on Chinese athletes and explore historical and cultural sites like Rome, Venice, making it a new choice for many families. The Winter Olympics significantly boosted the popularity of Italian cities like Milan, prompting a more than 200% year-on-year increase in hotel bookings during the Spring Festival. As the Winter Olympics atmosphere fostered a love for winter sports, many Chinese skiing enthusiasts chose to travel to ski resorts in countries like Switzerland, Denmark, Austria, and Turkey to experience skiing and visit local attractions. Routes like Paris + Rome + Milan + Venice + Louvre Museum + Palace of Versailles + Nice + Monaco, Germany + Hungary + Switzerland + Austria + Czech Republic + Luxembourg + Liechtenstein, Paris + Swiss Alps + Rome + Eiffel Tower + Jungfrau + Venice are popular Spring Festival European tour routes on the TONGCHENGTRAVEL platform, with many consumers choosing to join local tours, making their travels more convenient and efficient.