The tourism market saw a robust start for the 2026 New Year holiday. Data from the Jiangsu Smart Culture and Tourism Platform reveals that from 4:00 PM on December 31, 2025, to 4:00 PM on January 3, 2026, the province received a total of 19.4318 million visitors. This data covers 781 monitored tourist attractions, 365 rural tourism sites, 97 nighttime culture and tourism consumption hubs, 253 museums and cultural venues, 32 leisure tourism blocks, and 62 tourist resorts. Total tourist spending reached 9.613 billion yuan. Compared to the single-day holiday on January 1, 2025, the daily average for visitor numbers and spending increased by 15.62% and 15.27%, respectively.

From 12:00 AM on January 1 to midnight on January 2, 2026, the daily average volume of monitored tourists from outside the province and cross-city tourists within the province grew by 42.15% year-on-year. This influx drove non-local culture and tourism consumption through UnionPay Merchant Services channels to 6.902 billion yuan, marking a daily average year-on-year increase of 35.62%. This figure accounted for 12.08% of the national total, maintaining Jiangsu’s top ranking in the country.

During the same period (January 1–2, 2026), Jiangsu ranked second nationally in both the number of tourism orders and spending on the Meituan platform. The province ranked third in tourism order volume on Ctrip, Fliggy, and Tongcheng platforms. Additionally, Baidu data indicated that Jiangsu ranked second nationally in the volume of domestic tourists received.