China witnessed an extraordinary surge in travel and consumption during the Spring Festival holiday, with millions of Chinese embarking on returning journeys, marking the end of the eight-day holiday. Retail and dining sales in China saw a notable 5.4% increase compared to the previous year, reflecting a strong momentum in consumer spending. This surge was fueled by family reunions, cultural activities, and a burgeoning interest in domestic tourism.
China’s railway system set a historic record during the Spring Festival holiday, transporting a staggering 16.45 million passengers in a single day. Over the course of the eight-day holiday, more than 2.3 billion passenger trips were made across regions in China. The Spring Festival travel rush, known as chunyun, spans a 40-day period and is set to reach an unprecedented 9 billion passenger trips, making it a remarkable phenomenon in China’s travel history.
Popular tourist destinations such as Altay Prefecture in Xinjiang and Yangshuo County in Guangxi experienced a surge in visitors during the holiday season. Altay attracted nearly 192,000 tourists, generating substantial tourism revenue, while Yangshuo County welcomed around 410,600 tourists and saw a significant boost in revenue. Domestic tourism in China reached an all-time high during the Spring Festival holiday, with people flocking to various tourist spots, engaging in cultural experiences, and indulging in holiday shopping.
The holiday season witnessed a shift in consumer behavior, particularly among younger generations and families, who showed a preference for smaller cities and off-the-beaten-path destinations. This trend reflects a growing demand for cultural and educational experiences during travel. The rise in cultural tourism and consumption signifies an increasing interest in traditional and contemporary cultural activities among Chinese consumers.
China’s film industry experienced unprecedented success during the Spring Festival holiday, with domestic films achieving record-breaking box office revenue. Notably, the film “Ne Zha 2” made a significant contribution to the historic high box office revenue of 8.02 billion yuan during the holiday season. The success of domestic films highlights the strong appeal of Chinese traditional culture among audiences.
Aside from cinema, other sectors also saw growth during the holiday period. Chinese hotpot chain Haidilao reported a surge in bookings for Chinese New Year’s Eve dinners, while online consumption of specialty products from various regions in China experienced rapid growth. International travel from China witnessed remarkable growth, with cruise bookings increasing substantially from the previous year, indicating a growing interest in global destinations among the middle class.
Authorities in China implemented toll-free policies for small vehicles during the holiday period and enhanced services at congested areas to accommodate the increased travel volume. The Spring Festival holiday showcased China’s evolving travel and consumption market, with a rise in self-drive trips and online consumption. This evolving landscape in travel and consumption reflects changing consumer preferences and the increasing sophistication of China’s tourism industry.
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