With the Milan Winter Olympics opening ceremony approaching on February 6th, travel centered around attending the Games has surged, leading to a significant increase in tourism bookings for Milan and other major Italian cities. Data from the TONGCHENGTRAVEL (00780) platform reveals that hotel reservation interest in Milan for the two weeks following the Olympic opening has skyrocketed by more than 200% compared to the same period last year. This substantial rise in travel demand has propelled Milan's hotel prices upward rapidly; as of February 4th, the average nightly rate for a hotel in Milan approached 4,000 RMB, marking a sequential increase of over 140% and an annual increase exceeding 80%.

According to Spring Festival outbound travel data released by TONGCHENGTRAVEL, Italy ranks among the popular long-haul destinations, with the demand for Olympic viewing further boosting its travel popularity during the holiday. TONGCHENGTRAVEL platform data up to February 4th indicates that during the Spring Festival period, booking interest for Milan hotels grew by over 200% year-on-year, with the average price per room night rising more than 140% compared to the previous month and also increasing over 80% compared to the same period last year.

Driven by travel to the Milan Winter Olympics, interest in visiting Italian historical and cultural cities such as Venice, Pisa, and Naples has also seen significant growth, with local hotel prices during the Spring Festival period increasing by more than 60% compared to the previous year. Data from the TONGCHENGTRAVEL platform as of February 4th shows that the core source markets for outbound travel to Italy around the Spring Festival were primarily distributed in Shanghai, Beijing, Guangzhou, Chengdu, Nanjing, and Wuhan, among which the year-on-year increase in flight booking interest to Italy from Shanghai and Chengdu both surpassed 130%.

A responsible person from TONGCHENGTRAVEL's vacation business unit stated that the Milan Winter Olympics coinciding with China's extended Spring Festival holiday has made Italian destinations like Milan a popular choice for European travel this year. Several Spring Festival European tour itineraries available on the TONGCHENGTRAVEL platform include Italian historical and cultural cities such as Milan, Venice, Rome, and Pisa, thoughtfully catering to the sightseeing needs of some tourists after they attend the Games.