社会服务行业点评：元旦出游热点频出消费市场迎开门红

国盛证券01-04

元旦假期出游热度高，年轻人为出游主力。1）出游热度高：相对2025 年1 天的元旦假期，2026 年法定假期为3 天，若拼假可实现“请3 休8”，进一步拉动出游需求。元旦假期，据携程，国内景区门票预订量同比增长超4 倍；据飞猪，消费者出游意愿与消费力双双提升，人均购买件数/消费金额同比增长20%+/30%+，元旦当天飞猪国内酒店预订量/国内目的地玩乐商品预订量同比增长280%/270%+。2）...

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年1 天的元旦假期，2026 年法定假期为3 天，若拼假可实现“请3 休8”，进一步拉动出游需求。元旦假期，据携程，国内景区门票预订量同比增长超4 倍；据飞猪，消费者出游意愿与消费力双双提升，人均购买件数/消费金额同比增长20%+/30%+，元旦当天飞猪国内酒店预订量/国内目的地玩乐商品预订量同比增长280%/270%+。2）年轻人占比高：据携程，元旦假期00 后出游人群占比最高，达39%，90 后占比33%，80 后紧随其后，年轻消费者不再满足于传统观光，而是把假期视为悦己的重要场景。跨年游、冰雪游、出入境游热点频出。1）跨年游：据携程/去哪儿，元旦“跨年游”相关搜索量同比+125%，主题乐园和演唱会跨年热度大涨。去哪儿TOP10 景区中主题乐园占据一半。哈尔滨因““如歌的旅程”跨年演唱会带动机票预订增，长酒82店%预订提升 81%；诸暨因王力宏演唱会及西施跨年音乐节旅游订单增长2544%，南宁因华晨宇演唱会旅游订单增长214%。2）冰雪游：更注重活动体验。据携程，南方滑雪、北方冰钓的冰雪旅游打破地域限制，南方如安吉凭借室外滑雪订单激增930%，北方则涌现冰钓、雪地露营、雪地足球等深度玩法。3）出入境游：出境方面，据去哪儿，元旦假期23-30 岁预订出境机票的用户占比最高，达36%，同比+42%，增幅居首，韩国首尔、泰国曼谷和中国香港是最热门出境目的地。入境方面，携程数据显示，门票预订量同比+110%，入境体验型玩乐产品预订量增长超30 倍。海南封关后，“免税购物+海滨度假”模式成为吸引国际游客的亮点，三亚入境订单同比+170%，万宁增长近4 倍。海南封关后元旦前两日离岛免税销售额同比翻倍。元旦假期前两日海口海关共监管海南离岛免税销售30.7 万件，同比+48.3%；购物人数达6.5 万人次，同比+60.9%；购物金额达5.05 亿元，同比+121.5%。1）海南全省：根据海口海关公布数据，1 月1 日元旦假期首日，海南离岛免税销售14.8 万件，同比+30%；购物人数3.2 万人次，同比+45.8%；购物金额2.51 亿元，同比+93.8%。1 月2 日，海南离岛免税销售15.9 万件，同比+70.6%；购物人数3.3 万人次，同比+77.6%；购物金额2.54 亿元，同比+156.6%。2）其中，三亚市：1 月1 日三亚免税销售额1.63 亿元，同比+83.2%；1 月2 日三亚免税销售额1.71 亿元，同比+124.3%。消费市场迎开门红，多地销售同比双位数增长。①北京：元旦假期北京市各个重点百货、超市、专业专卖店、餐饮和电商等业态累计销售额达40.4亿元，日均同比（假期3 日平均数同比2025 年1 月1 日数据，下同）+16.3%，北京全市元旦期间60 个重点商圈客流量累计2822.6 万人次。②上海：据消费市场大数据实验室（上海）数据，元旦期间（1 月1-2 日），上海日均消费金额122 亿元，同比去年元旦（1 月1 日）+2.5%。其中，线下日均消费金额64.9 亿元，与去年持平。线上日均消费金额57.1 亿元，同比+5.5%。监测全市35 个重点商圈的日均客流639.9 万人次，同比+5.4%。③青岛：假期期间全市10 大重点商贸监测企业（集团）实现销售额2 亿元，较去年同期+8.3%。④南京：市级重点监测的商贸样本企业假期3 天合计实现销售（营业）额16.7 亿元。按可比口径比较（2025 年元旦假期仅1 天，以元旦当日数据对比），市级监测样本企业销售（营业）额同比+9.5%，银联商务监测全市零售/餐饮/住宿行业交易额同比分别增长30%/36.5%/214%。⑤苏州：全市100 家重点商贸企业元旦假期预计实现销售额8.18 亿元，同比+8.6%，消费市场呈现繁荣有序、活力迸发态势。⑥武汉：武汉市商务局发布银联大数据显示，元旦假期首日，武汉线下实体店消费金额达40.92 亿元，同比+19.14%；消费笔数704.82 万笔，同比+21.46%；消费人次634.93 万，同比+21.17%。⑦湖南：据第三方映潮科技数据显示，2025 年12 月31 日至2026 年1 月2 日，湖南实现消费总额460.3 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社会服务行业点评：元旦出游热点频出 消费市场迎开门红

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社会服务行业点评：元旦出游热点频出消费市场迎开门红