“春日经济”激发西藏文旅消费市场活力
文化西藏 ;)
以下文章来源于西藏商报 ，作者西藏商报全媒体
西藏商报 .
开春以来，西藏旅游市场稳步回暖、活力持续释放。据同程旅行平台数据显示，2026年春节期间，西藏线上订单渠道游客人次较去年同期涨幅超36%，旅游产品销售收入涨幅超40%。西藏自治区人民政府2026年产业规划提出，全年力争接待游客7800万人次、旅游总花费900亿元，同比均增10%。
4月中旬，记者走访拉萨多家深耕行业多年的旅行社，倾听一线从业者心声，触摸市场脉动，记录多彩春季里的西藏旅游新图景与一线从业者的新展望。
新错。记者 余书冉 摄
春风送暖客如织
南北偏好各不同
“我在拉萨做旅游行业，从2008年到现在已经快二十年了。”西藏万润旅行社有限公司办公室主任张博对记者感慨道。2008年，他从陕西西安来到拉萨，18年间见证了西藏旅游从起步探索到蓬勃发展、从传统观光到多元体验的完整历程。
2026年开春，西藏旅游延续回暖态势。张博认为，尽管游客消费更趋理性，行业处于转型适应阶段，但整体平稳向好，从业者信心不减。
春季的西藏，天高云清，珠峰自然保护区、南迦巴瓦峰、羊卓雍错等景区能见度极高，壮阔风光尽收眼底。叠加春节与藏历新年“双节”效应，大批游客奔赴高原。从业多年，张博观察到一个鲜明的现象：南方游客更偏爱阿里、珠峰等地，痴迷于极致旷野与震撼风光；北方游客则钟情林芝、拉萨等地，更看重气候的适配性与行程的舒适度。“一南一北，一干一润，恰好对应着西藏截然不同却同样动人的大美风光。”张博说。
张博正在跟游客介绍景点
据多家旅行社负责人反映，当前西藏旅游出行模式早已告别单一团队游，转向团队与散客双轨并行，小团化、个性化、私密化趋势愈发突出。据同程旅行报告显示，春节期间“Z世代”游客占比超66%，客群结构年轻化特征显著。“近年来，两个人就能独立成团，车辆按人数灵活调配，行程可以随心定制，家庭游、朋友结伴、摄影小众团等定制化产品备受青睐。”张博介绍，尽管团队游依然占据市场主导，但散客占比逐年稳步上升。
此外，据多家旅行社老板介绍，客源年龄分层同样清晰。退休人群时间充裕、出行从容，不受节假日限制，全年皆可出发，是行业最稳定的客源。七八月暑期则是青年游客与家庭出游的高峰期。本地客群以单位、学校政务和团体接待为主，近郊游、一日休闲游需求也悄然上升。传统旺季仍是暑期、国庆、春节，但近几年来，3至4月林芝桃花节凭借漫山芳华崛起为春季新晋小旺季；5至6月、9月为平稳过渡期，11月后进入传统淡季。
值得一提的是，第八轮“冬游西藏”活动自去年11月启动，持续至今年3月15日。活动期间，除寺庙景区外，全区所有A级旅游景区免门票开放，包括布达拉宫、珠峰自然保护区、纳木错、羊卓雍错等80多个景区。
“免票政策实实在在降低了游客出行成本，有效激活了淡季客流。游客省下的费用转化为特产购买、民俗体验等二次消费，形成良性循环。”张博告诉记者，现在，旅游定价也告别粗放模式，转向结合实时运力、酒店房态、相关政策的多维度精细化定价，市场运行更加规范有序。
林芝桃花。记者 桑旦欧珠 摄
经典焕彩小众兴
体验升级路愈宽
春风里的西藏，经典地标历久弥新，小众目的地悄然出圈。记者咨询多家旅行社发现，常规热门线路依旧以拉萨、林芝、珠峰为核心的“铁三角”为主。布达拉宫、大昭寺、罗布林卡、西藏博物馆是游客抵达拉萨的必访之地。林芝桃花节期间，赏花线路人气爆棚。
据了解公布的内容显示，第23届林芝桃花旅游文化节开幕式线上预约量突破18万人次，创历届新高；节日期间，林芝在线旅游总人次达10.87万，旅游总消费2457.25万元，同比分别增长9.32%和12.54%。此时的珠峰景观极佳，是旅行社重点推荐的产品。
札达土林。阿里文旅供图
阿里线路主要集中在9至10月中旬；日喀则吉隆沟作为特色节点，常被整合进行程，由西藏自治区旅行社与尼泊尔地接社协同对接，打造跨境特色体验。
近些年，甲应村、吉隆沟、古如拉错等小众目的地凭借原生态风光与当地特色人文，成为深度游游客与摄影爱好者的心头好。但这些线路对硬件和专业服务要求较高，需要配备四驱越野车、持证的专业司机和导游，也在促进旅游行业向高端化、专业化、精细化服务转型。
拉萨印象旅游有限责任公司总经理杨万福向记者分享了特色产品的打造思路。他提到，林周县黑颈鹤观鸟生态游资源独一无二，据官方发布的数据显示，林周县冬季黑颈鹤数量稳定在1600至2300只之间，占拉萨越冬黑颈鹤总数的近六成。“拉萨的南环线隧道贯通后交通更加便利，打造‘生态+人文+工程’融合的一日精品环线。”杨万福说，藏历新年期间的“走进藏家”深度民俗体验，包含迎新拜年、藏家食宿、手工艺制作互动等，全程高参与度，烟火气十足，既能温暖游客，也能带动本地百姓增收。
黑颈鹤。记者 贡曲罗杰 摄
记者走访多家旅行社发现，当前，体验升级已成为产品的核心竞争力。旅拍、航拍、藏装体验、越野穿越等项目从可选变为标配，游客不再满足于“到此一游”，更追求沉浸式感受与高质量影像记录。
而线路规划方面，西藏大多数旅行社已形成成熟的产品矩阵：1日短线主打拉萨周边当日往返，覆盖纳木错、羊卓雍错等；2至3日中线聚焦林芝、珠峰短线；4至6日长线串联多个景区并加入航拍、越野等特色体验，也可私人订制旅程。线路设计以核心IP串联，环线规划减少回头路，力求每一段行程都尽善尽美。
冬春亦有千般景
守正创新再出发
西藏之美，不止于夏。多位旅行社负责人在采访中不约而同地提到，西藏冬春季的旅游资源正被越来越多游客看见。
冬日的高原，有着其他季节无法替代的独特体验。海拔5070米的普莫雍错，冰封千里。每年藏历新年前后，山南市浪卡子县推瓦村的牧民们会赶着羊群踏冰而行，在蓝冰上撒下防滑的炉灰，铺出一条小道，连接着羊群与牧民的冬与春，吸引着众多摄影爱好者与旅行者不远万里而来。
冬春之交，藏历新年更是高原民俗体验的高峰期。2026年农历马年春节叠加藏历火马新年，全区文旅活动精彩纷呈。值得一提的是，西藏日喀则的农事新年、林芝的工布新年、阿里普兰县的普兰新年各具特色，分别在不同时节以不同方式庆祝，构成西藏多元年俗文化的完整图谱。此外，春耕仪式也是西藏乡村最具仪式感的民俗活动之一，村民们身着盛装、驾牛开犁，祈福一年的丰收与吉祥，这一传统习俗正逐渐成为深度游游客体验高原农耕文化的独特窗口。
普莫雍错赶羊。记者 阿旺尼玛 摄
这些冬春季特有的西藏自然与人文景观，正逐渐成为西藏旅游“淡季不淡”的重要支撑。
记者在走访中了解到，多家旅行社负责人还观察到游客群体出现的一个新变化：年轻游客与中老年游客在出行方式和信息获取渠道上呈现出明显的代际差异。年轻游客受短视频和社交平台影响较大，自主做攻略能力强，更倾向于自驾游、自由行，在乎线路的灵活度与体验的真实性。
有的旅行社老板甚至会被年轻游客“反安利”。游客通过社交平台发现的一些未开发的小众景点，连深耕行业多年的从业者都未曾踏足。而中老年游客群体则更青睐传统的跟团游，看重文化内涵与服务保障，出行前更习惯查阅纸质版旅游材料和旅游地图，对旅行社的依赖度更高。“这些代际差异提醒我们这些从业者，面向不同客群，产品设计、营销渠道和服务方式都需要更加精细化、差异化。”杨万福说。
正如杨万福、张博等多位从业者建议的，西藏冬春季可进一步丰富文化民俗体验，将特色资源转化为常态化产品，让游客在冬日暖阳中感受高原生活的温度。同时，考虑到中老年游客是西藏长期稳定的主力客群，旅游服务中可适当融入适老化细节，让中老年游客行程更从容舒适。
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April 26, 2026 16:21 · Tibet
The following article is from Tibet Commercial Daily, by Tibet Commercial Daily All-Media.
Since the beginning of spring, Tibet's tourism market has been steadily recovering with continuously released vitality. According to data from the Tongcheng Travel platform, during the 2026 Spring Festival, the number of tourists through online booking channels in Tibet increased by over 36% compared to the same period last year, and tourism product sales revenue increased by over 40%. The 2026 industrial plan of the Tibet Autonomous Region People's Government proposes to receive 78 million tourists throughout the year, with total tourism spending reaching 90 billion yuan, both increasing by 10% year-on-year.
In mid-April, reporters visited several travel agencies in Lhasa that have been deeply rooted in the industry for many years, listening to the voices of frontline practitioners, feeling the pulse of the market, and recording the new landscape of Tibet tourism in the colorful spring season along with the new prospects of frontline practitioners.
Spring Breeze Brings Warmth, Guests Flock Like Weaving — Northern and Southern Preferences Differ
"I've been working in Lhasa's tourism industry since 2008, nearly twenty years now," said Zhang Bo, office director of Tibet Wanrun Travel Agency Co., Ltd. In 2008, he came to Lhasa from Xi'an, Shaanxi, and over 18 years witnessed the complete journey of Tibet tourism from initial exploration to vigorous development, from traditional sightseeing to diverse experiences.
In the spring of 2026, Tibet tourism continues its recovery trend. Zhang Bo believes that although tourist consumption is becoming more rational and the industry is in a phase of transformation and adaptation, the overall situation is stable and improving, with practitioners' confidence undiminished.
In spring, Tibet's sky is high and clouds are clear. Scenic spots such as the Everest Nature Reserve, Namcha Barwa Peak, and Yamdrok Lake have extremely high visibility. Combined with the "double festival" effect of the Spring Festival and Tibetan New Year, a large number of tourists flock to the plateau. Zhang Bo observed a distinct phenomenon: southern tourists prefer places like Ngari and Everest, obsessed with extreme wilderness and stunning scenery; northern tourists favor Nyingchi and Lhasa, valuing climate suitability and travel comfort.
According to several travel agency heads, Tibet's travel mode has long moved beyond single group tours, shifting to a dual-track system of group and independent travelers, with trends toward smaller groups, personalization, and privacy becoming increasingly prominent. During the Spring Festival, "Generation Z" tourists accounted for over 66%. "In recent years, two people can form their own group, vehicles are flexibly allocated, itineraries can be customized at will," Zhang Bo introduced.
Retirees have ample time and travel at leisure, making them the most stable customer base. July and August summer vacation is the peak period for young tourists and family travel. The traditional peak seasons remain summer, National Day, and Spring Festival, but in recent years, the March-April Nyingchi Peach Blossom Festival has emerged as a new spring mini-peak season.
The eighth round of the "Winter Tour Tibet" campaign offered free admission to all A-level tourist scenic spots except temple sites, including over 80 scenic spots such as the Potala Palace, Everest Nature Reserve, Namtso Lake, and Yamdrok Lake. "The free ticket policy has effectively reduced travel costs and activated off-season tourist flow," Zhang Bo said.
Classics Renewed, Niche Destinations Rise — Experience Upgraded, Paths Widen
In the spring breeze of Tibet, classic landmarks remain timeless while niche destinations quietly emerge. The classic popular routes still focus on the "iron triangle" of Lhasa, Nyingchi, and Everest. The Potala Palace, Jokhang Temple, Norbulingka, and Tibet Museum are must-visit places in Lhasa.
Online reservations for the opening ceremony of the 23rd Nyingchi Peach Blossom Tourism and Culture Festival exceeded 180,000, setting a new record. During the festival, Nyingchi's online tourism totaled 108,700 person-trips, with total tourism consumption of 24.5725 million yuan, up 9.32% and 12.54% year-on-year respectively.
Ngari routes are mainly concentrated from September to mid-October. In recent years, niche destinations such as Jiaying Village, Gyirong Valley, and Gurla Lake have become favorites of deep travel enthusiasts and photography lovers due to their pristine natural scenery and local cultural characteristics.
Yang Wanfu, general manager of Lhasa Impression Tourism Co., Ltd., shared ideas for creating special products. He mentioned that the black-necked crane bird-watching eco-tourism resources in Lhünzhub County are unique, with the winter population of black-necked cranes stable at between 1,600 and 2,300. The in-depth folk custom experience "Entering Tibetan Homes" during the Tibetan New Year includes New Year greetings, home-stay with Tibetan families, and handicraft interaction.
Experience upgrading has become the core competitiveness of products. Travel photography, aerial photography, Tibetan costume experiences, and off-road adventures have become standard offerings. Most travel agencies in Tibet have formed mature product matrices: 1-day short routes, 2-3 day medium routes, and 4-6 day long routes connecting multiple scenic spots.
Winter and Spring Also Offer Thousand Scenes — Upholding Tradition, Innovating Forward
The beauty of Tibet is not limited to summer. The winter plateau offers unique experiences irreplaceable by other seasons. Lake Puma Yumco, at an altitude of 5,070 meters, is frozen for thousands of miles. Around the Tibetan New Year each year, herders from Tuiwa Village drive their sheep across the ice, attracting numerous photography enthusiasts from afar.
In 2026, the Lunar Year of the Horse Spring Festival coincides with the Tibetan Fire Horse New Year, with cultural tourism activities across the region being splendid. The Agricultural New Year in Shigatse, the Gongbo New Year in Nyingchi, and the Purang New Year in Ngari each have their own characteristics. The spring plowing ceremony is also one of the most ritualistic folk activities in rural Tibet.
Young tourists are heavily influenced by short videos and social platforms, prefer self-driving tours and independent travel. Middle-aged and elderly tourists prefer traditional group tours, value cultural connotation and service guarantees. "These generational differences remind us that product design, marketing channels, and service methods all need to be more refined and differentiated," Yang Wanfu said.
As suggested by multiple practitioners, Tibet could further enrich cultural folk experiences in winter and spring, transforming special resources into normalized products, allowing tourists to feel the warmth of plateau life in the winter sun.
Editor: Nie Mao | Proofreader: Tan Qilu | Reviewer: Yao Heng | Source: Tibet Commercial Daily