Thriving tourism demonstrates open and dynamic China
China's tourism market surged during the longest Spring Festival holiday on record, from Feb 15 to 23, underscoring Chinese New Year's vitality for domestic consumption and its growing global appeal.
According to data released by the Ministry of Culture and Tourism on Tuesday, 596 million domestic visits were made during the nine-day holiday, 95 million more than during last year's eight-day break. Total domestic tourism spending reached 803.48 billion yuan ($116.97 billion), up 126.48 billion yuan year-on-year. Both the number of trips made and total expenditure hit historic highs.
Behind these figures lie not only the nearly 600 million journeys but also a massive release of consumer demand. The Spring Festival holiday is no longer simply about family reunions. It has evolved into a nationwide celebration defined by mobility and shared experiences.
Cross-border and cross-boundary travel also reflected this dynamism. Data from the National Immigration Administration showed that nearly 17.8 million cross-border and cross-boundary trips were recorded during the holiday, averaging nearly 2 million per day, up 10.1 percent year-on-year. Of these, nearly 7 million were cross-boundary trips made by residents of Hong Kong, Macao and Taiwan. Meanwhile, 1.31 million trips were made by foreign nationals, representing a 21.8 percent increase in daily average arrivals compared with last year's holiday. Notably, 460,000 inbound foreign trips were visa-free, a 28.5 percent rise.
The nine-day holiday has reshaped travel patterns. As many travelers extended the holiday with annual leave, travelers have moved away from hurried, checklist-style sightseeing toward more immersive experiences. Many tourism destinations provide services and facilities for visitors to don traditional costumes and take part in interactive performances inspired by historical life. Traditional lantern shows blend with digital light technology to create vivid nightscapes for visitors. The shift from being mere spectators to participants reflects a broader transformation in consumer expectations during an extended holiday.
Family reunion patterns are also evolving. Instead of younger generations traveling home, more parents are traveling to the cities where their children live and work, in a phenomenon called "reverse Spring Festival travel". This trend eases transport pressure while allowing older family members to experience urban celebrations firsthand.
Inbound tourism has emerged as another highlight. As China continues to expand its visa-free policies and optimize transit visa exemptions, there is growing interest among foreign visitors to spend Spring Festival in China. Major online travel agencies report that inbound flight bookings during the holiday increased nearly tenfold year-on-year. Cities such as Shanghai, Beijing and Chengdu in Sichuan province were popular first stops for international visitors. Beyond contributing to consumption growth, these travelers serve as firsthand ambassadors of Chinese culture through their personal experiences.
On the supply side, this year's holiday featured both grassroots vitality and creative innovation. Across the country, traditional villages hosted lively "village gala" celebrations, temple fairs and intangible cultural heritage performances. Organized and performed largely by local residents, these events showcased rural vitalization while preserving authentic festive traditions. They offered visitors a chance to reconnect with nostalgia and cultural roots.
At the same time, heritage-themed attractions and immersive cultural parks gained popularity. They attracted large crowds through interactive performances, folk lantern displays and traditional crafts including molten "iron flower" fireworks. Even museums became festive destinations, with special exhibitions allowing visitors to engage more deeply with history. In both urban shopping districts and rural markets, China-chic elements were woven seamlessly into holiday consumption, reflecting a confident revival of traditional culture in contemporary settings.
Technology further enhanced the travel experience. Artificial intelligence has moved beyond concept to practical application. Some places provided AI-powered interactive heritage tours for visitors to follow storylines and unlock cultural narratives through digital engagement. Online platforms used AI algorithms to provide tailored recommendations and streamline booking processes, while smart management systems improved crowd control and service efficiency.
These new trends reflect a virtuous cycle between high-quality supply and demand. Travelers are increasingly seeking emotional value, personalization and meaningful cultural experiences rather than purely material consumption. In response, destinations and service providers are upgrading products, hospitality and infrastructure. Seamless transport connections, attentive hotel services and immersive attractions have all contributed to stronger consumer confidence and satisfaction. Meanwhile, the issuance of cultural and tourism vouchers and targeted subsidies by local governments provided additional momentum, stimulating spending while guiding the industry toward high-quality development.
The vibrancy and resilience displayed during the 2026 Spring Festival holiday illustrate the growing pursuit of a better life and a more confident cultural identity. As more Chinese families choose to travel during the holiday and more international visitors come to experience the festivities, what emerges is not merely a booming tourism market, but a confident, open and dynamic China.
The author is a researcher at the China Tourism Acdemy.
The views don't necessarily represent those of China Daily.
If you have a specific expertise, or would like to share your thought about our stories, then send us your writings at opinion@chinadaily.com.cn, and comment@chinadaily.com.cn.
