Niche towns attract droves of visitors

Some lesser-known or small Chinese towns and cities — with a strong festive ambience during Chinese New Year — alongside Neo-Chinese style destinations, have experienced "wealth beyond measure" during the nine-day Spring Festival holiday. Both domestic and international tourists have shown a tendency to linger in these areas.

This year's extended Spring Festival holiday, which began on Feb 15 and concluded on Monday, inspired widespread travel.

"It's really stunning looking down at the lantern show from the ancient city walls. I felt like I was traveling back in time," said Sha Anna as she marveled at a lantern show on Feb 17 in Datong, Shanxi province. The Beijing resident visited the picturesque ancient city with family.

The city rose to popularity after the release of the Chinese-developed video game Black Myth: Wukong in 2024, which features several game scenes closely related to ancient Buddhist culture and Taoism.

She said a desire to experience the lively festive atmosphere of Chinese New Year that differed from Beijing, led her to plan a trip to Datong — a city that boasts a rich cultural heritage. "The food here is also very delicious, especially the knife-cut noodles. The city left us with memories of historical legacies and human touch, and we will come back next Spring Festival."

Lively discussions on Datong and many other niche but attractive towns and small cities circulated online during the Spring Festival holiday. Their distinctive celebration practices, flavorful cuisine and strong cultural heritage have generated interest from tourists looking for unique experiences.

Data from travel portal Tuniu shows that the number of tourists to Baoting Li and Miao autonomous county in South China's Hainan province and Dehong Dai and Jingpo autonomous prefecture in Southwest China's Yunnan province increased twofold compared with the previous Spring Festival period, as these places enjoy distinctive and exotic ethnic cultures. Destinations such as Chaozhou in Guangdong province, Shangrao and Jingdezhen in Jiangxi province have seen tourist numbers double year-on-year.

Qunar, another online travel agency, noted strong enthusiasm among young people for Neo-Chinese style destinations — which blend contemporary and traditional Chinese cultures — during the holiday period. The agency reported that some history or novel-based theme parks like Millennium City Park and Wansui Mountain Wuxia City in Henan province were among the top destinations on their platform during the holiday.

The extended holiday also stimulated Chinese people's desire for long-distance overseas trips. According to Qunar, between Feb 15 and Monday, its users flew to nearly 1,000 cities worldwide. The most popular overseas destinations were those with shorter flight times, friendly visa policies and milder climates, including Bangkok, Kuala Lumpur and the Hong Kong Special Administrative Region.

Among the travelers who went overseas was Zhang Yi, who took a four-day trip to Thailand with her family and returned to Shanghai on Sunday. "It was our third time visiting the country, but the first time celebrating Chinese New Year there. Thailand is a good place to relax," she said.

Qunar also noted that many of its users spent the Spring Festival holiday in Italy, the host nation of the recently concluded Milano Cortina 2026 Winter Olympics. "Based on our figures, flight ticket bookings to Italy on Feb 14 and Feb 15 — the day before the Spring Festival holiday started and the first day of the holiday — increased by 64 percent compared with the previous two days," it said.

Additionally, the social media trend "becoming Chinese" has extended to the tourism market, with an increasing number of international travelers visiting the mainland during the Spring Festival holiday to partake in festivities. In 2024, Spring Festival was officially inscribed on the Representative List of the Intangible Cultural Heritage of Humanity by UNESCO, enhancing its global influence.

Data from Qunar shows that flight bookings to the mainland made by travelers holding non-Chinese passports grew by 20 percent year-on-year during the holiday.

Top destinations for these international travelers included not just big cities like Shanghai and Beijing but also lesser-known places like Jinggangshan in Jiangxi and Altay in the Xinjiang Uygur autonomous region.

"Most of these travelers came from South Korea, Vietnam, Singapore, Australia, and the United States. Domestic places with richer festive atmospheres and celebration events are most attractive to them," said Qunar, adding that travel trends among international travelers have transformed from quick sightseeing excursions to immersive experiences of Chinese traditions.

Zhu Xingxin in Taiyuan contributed to this story.