The Spring Festival is not only an important time for returning home and reuniting, but also a crucial period for residents to travel together. As the Spring Festival of the Year of the Horse approaches, the tourism market is also constantly heating up. Under the combination of multiple factors such as the longest Spring Festival holiday in history, the industry expects that this year's Spring Festival travel is expected to break the "hottest" record. The "2026 Spring Festival Travel Trend Report" (hereinafter referred to as the "Report") released by Tongcheng Travel on January 27th shows that in the past month, the booking popularity of major products such as Spring Festival air tickets, hotels, homestays, and group tours on Tongcheng Travel platform has been continuously increasing, continuing the trend of "quantity and price rising" during the New Year holiday. According to the big data from Mafengwo, the search popularity for "Spring Festival travel destinations" has increased by 253% month on month in the past week. Parent child travel continues to lead the family travel market, and the popularity of "Spring Festival travel recommendations with children" has risen by 150%. From the perspective of family parent-child travel, parents are more inclined to integrate intangible cultural heritage handicrafts, folk performances, science popularization research and other activities during the travel process. Activities with local characteristics such as making rice cakes, writing Spring Festival couplets, making iron flowers, visiting temple fairs, and appreciating lanterns are all very popular among tourists. ”Zhu Hualei, Senior Investment Advisor of Shaanxi Jufeng Investment Information Co., Ltd., stated in an interview with reporters. At the same time, from the perspective of travel destinations, ice and snow tourism and winter escape tourism have become the two mainstream trends. According to data from Tongcheng Travel, the top ten popular cities for hotel bookings during the Spring Festival in China are Beijing, Guangzhou, Shanghai, Sanya, Chongqing, Xi'an, Shenzhen, Chengdu, Harbin, and Fuzhou. The top ten popular destinations for domestic air ticket bookings during the Spring Festival are Shanghai, Beijing, Shenzhen, Chengdu, Guangzhou, Harbin, Kunming, Chongqing, Xi'an, and Hangzhou. Both lists feature cities for ice and snow tourism and winter retreats. How should the cultural and tourism industry and businesses respond to expected trends? Zhu Hualei believes that in the face of the clear trend of "quality-oriented and composite experience" in the 2026 Spring Festival tourism market, the industry and businesses can actively layout and seize the opportunity from the following dimensions. One is to deepen the integration of "culture and tourism+", customize immersive composite products, deeply integrate local intangible cultural heritage skills, traditional festival activities with hotels, scenic spots, and catering, and design participatory, interactive, and communicable experience projects. The second is to focus on parent-child and family customer groups, upgrade the product service system, design activity content for children of different ages, and enhance family satisfaction. The third is to grasp the new rhythm of "travel during festivals" and launch 5-day to 7-day deep travel products. A route with multiple experience points can be designed based on local cultural customs to meet the different travel needs of tourists for different durations. Song Xiangqing, Vice President of the China Society of Business Economics, told reporters that the cultural and tourism industry and businesses should pay attention to the trend of Spring Festival tourism consumption, deeply cultivate local characteristic resources, deeply integrate folk cultural elements such as intangible cultural heritage with modern experiences, and develop exclusive and detailed business models for core customer groups such as parents and children; At the same time, it is necessary to meet the demand for quality and composite consumption, upgrade product and service quality, launch small groups and other products, arrange cultural and tourism projects that integrate multiple experiences, and design characteristic tourism routes that closely follow popular themes such as ice and snow tourism and winter shelter tourism; In addition, it is necessary to seize the opportunity of the two-way popularity of inbound and outbound tourism, create a Spring Festival themed experience that is suitable for domestic and foreign tourists, and improve supporting services such as multilingual services, linkage with industries such as catering and accommodation to form a consumption synergy, optimize basic guarantees such as smart services and transportation facilities, and enhance the overall experience of tourists. (New Society)