Global visitors experience authentic Chinese culture

The recent social media trend of "becoming Chinese", or "Chinamaxxing" among Generation Z Westerners admiring Chinese culture and traditions, has had a spillover effect on the tourism market, as an increasing number of international travelers are visiting the Chinese mainland to experience the festive vibes of Spring Festival.

Spring Festival, or Chinese New Year, falls on Feb 17 this year, with a nine-day holiday starting on Feb 15. Long a cherished occasion for family reunions and celebrations across China, the festival has become a special opportunity for foreigners to experience traditional Chinese culture.

According to a recent report from travel portal Springtour.com, the number of inbound tourists expected to use the platform during the holiday had doubled year-on-year as of Jan 27.

Qunar, also an online travel agency, reported that flight bookings with non-Chinese passports bound for Chinese mainland destinations during the holiday have increased 30 percent year-on-year as of the end of January, with most travelers from South Korea, Vietnam, Singapore, Australia and Indonesia.

Growing numbers of foreign travelers are also arriving from Europe and South America, Qunar said, highlighting that the number of visitors from Argentina celebrating Spring Festival on the Chinese mainland has surged ninefold year-on-year.

Larger cities like Shanghai and Beijing remain the most popular destinations for overseas travelers, while lesser-known cities, such as Guilin in the Guangxi Zhuang autonomous region and Datong in Shanxi province, have also gained more popularity among the group.