According to preliminary estimates, Guangdong received 17.88 million tourist visits during the New Year holiday, generating 9.98 billion yuan in tourism revenue, with daily average year-on-year growth of 34.8% and 39.8%, respectively. Notably, visitor numbers booked through online travel agencies (OTA) saw a remarkable increase of 76.3% compared to the New Year holiday in 2024, with tourism spending surging by 102.4%. This significant growth in spending outpaced the increase in visitor numbers, highlighting a strong consumption potential. Guangdong ranked first in the nation for both visitor numbers and tourism revenue.

Cultural and tourism activities flourished across multiple sectors, with increasingly integrated development. Tourist numbers at 4A-level scenic areas, ancient post roads, red tourism sites, rural destinations, and major public cultural institutions all recorded double-digit growth. During the holiday, cities throughout the province launched diverse events.

Festivals and venue-based activities lit up the celebrations. Coordinated by the Department of Culture and Tourism of Guangdong Province, the new year events featured major performances led by institutions such as the Guangdong Cultural Center and the Guangdong Museum. Shenzhen's New Year Concert, concerts in Guangzhou, and festive performances such as Foshan's Lion Dance and the "Flying Chinese Style Show" at Foshan National Arts Studios drew huge crowds. Cultural venues across all levels improved their offerings, with the Sun Yat-sen Library of Guangdong Province's "Cantonese Culture and Cuisine" exhibition, the Guangdong Museum's "Shared Prosperity" exhibition, and Jiangmen's exhibition themed "Memories of Jiangmen's Riverside Bazaar" among the most popular check‑in spots.

Intangible cultural heritage and folk traditions saw renewed vitality. The Guangdong Provincial Intangible Cultural Heritage Museum held the "A Time of Splendor — New Year Prelude" performance, while Zhongshan's Qilin dance, Zhuhai's on-water wedding ritual, Shanwei's shadow puppetry, and iron flower performances and bonfire festivals in Dongguan, Qingyuan, and other locations offered visitors an immersive Lingnan folk experience.

Regarding travel trends, most tourists took short and medium-distance trips, local trips or day trips. Forest wellness tours, coastal hot springs, rural homestays, and educational family trips remained particularly popular, further advancing the deep integration of culture and tourism.

2026年元旦假期广东迎客1787.5万人次

据初步测算，假期广东全省接待游客1787.5万人次，实现旅游收入99.8亿元，日均同比分别增长34.8%和39.8%。其中，OTA接待人次相比2024年元旦增长76.3%，旅游消费金额增长102.4%，消费增速显著高于人次增速，显示出强劲的消费潜力，广东在人次和金额两项指标上均位居全国首位。

文旅市场多点开花，融合趋势明显。全省4A级及以上景区、古驿道、红色旅游、乡村游及重点公共文化机构接待量均实现双位数增长。假日期间，各地围绕“粤享暖冬 乐游广东”主题，策划了一系列丰富多彩的活动。

节庆与场馆活动精彩纷呈。省文旅厅统筹推出跨年迎新系列活动，省文化馆、省博物馆等发挥龙头作用。深圳新年音乐会、广州演唱会及佛山醒狮、国艺影视城“飞天国潮秀”等活动人气爆棚。各级文化场馆供给提质，省立中山图书馆“粤文化·阅美食”、省博“互利天下”展、江门“烟火长堤”展等成为热门打卡点。

非遗民俗焕发新生机。省非遗馆推出“锦时”展演，中山“麒麟舞”、珠海“水上婚嫁”、汕尾皮影戏及东莞、清远等地的打铁花、篝火晚会等，让游客深度体验岭南非遗魅力。

出游趋势方面， 假期游客出行以中短途、本地游及周边游为主，森林康养、滨海温泉、乡村民宿及亲子研学等主题游备受青睐，文旅融合深度推进。

文 | 记者 黎存根 黄宙辉 通讯员 粤文旅宣
图 | 各景区提供
翻译 | 钟佳
审校 | 林佳岱