"The Longest Spring Festival Holiday in History" Comes to an End — Which Cultural and Tourism Data Are Worth Discussing?

February 23rd marks the end of the “longest Spring Festival holiday in history,” and people are heading home. China Railway Group estimates that on February 23rd, they will transport 18.5 million passengers. During the nine-day Spring Festival holiday, the entire railway system nationwide transported approximately 120 million passengers, while civil aviation carried over 20 million.

OTA data shows that this holiday’s cultural and tourism performance is quite impressive. Fliggy data indicates that domestic travel orders during the Spring Festival holiday hit new highs, with ticket orders increasing by over 80% year-on-year, and hotel room nights up 75% year-on-year. Additionally, the average booking amount per person for domestic travel during the holiday increased by about 10% compared to last year, with high-star hotels averaging nearly 3 nights per booking; popular theme park and scenic spot packages that include accommodations and entertainment saw a 140% year-on-year increase in order volume.

An extra day off has pushed the overall travel enthusiasm for the 2026 Spring Festival to a historic high. The “travel-style New Year” and returning home “traditional New Year travel” have both become extremely popular. Not only are major scenic spots crowded, but “local tourism” has also boosted county-level attractions, leading to an unexpected surge in traffic for small towns. Many urban residents returning home have also brought new lifestyles to rural areas, with hotel bookings in popular county towns doubling during the holiday.

Inbound and outbound tourism are also booming. Thailand has reclaimed the top spot in outbound travel, and the Winter Olympics has doubled the number of flights between China and Italy. More foreign friends are experiencing Chinese-style “New Year flavor,” with the number of bookings for domestic flights using non-Chinese passports increasing by 20% during the holiday, covering 107 Chinese cities.

Railway and Civil Aviation Passenger Traffic Exceeds 140 Million in Nine Days

On February 23rd, the seventh day of the Lunar New Year, the last day of the holiday, China Railway expects the highest return flow, with 18.5 million passengers transported and plans to add 2,297 trains. On February 22nd, the railway system transported 18.277 million passengers, maintaining over 15 million for three consecutive days. As of 8 a.m. on February 23rd, China Railway’s 12306 ticketing platform had sold 339 million train tickets during the Spring Festival period.

To cope with the peak return flow, major railway bureaus have increased train services. Taiyuan Railway Bureau added 75 high-speed trains, including 41 overnight trains. Zhengzhou Railway Bureau added 266 trains to popular routes such as Beijing, Shanghai, Guangzhou, and Shenzhen. Wuhan Railway Bureau added 352 trains, including 76 overnight high-speed trains. Xi’an Railway Bureau added 252 trains to destinations like Beijing, Chengdu, Chongqing, Shanghai, Hangzhou, and Taiyuan, with 69 overnight high-speed trains. Jinan Railway Bureau added 74 trains to popular routes such as Beijing, Shanghai, and Qingdao, including 18 overnight high-speed trains. Shanghai Railway Bureau added 605 trains, and at Hangzhou East Station, an AI assistant named “Hang Xiaodong” was introduced to assist travelers. Nanchang Railway Bureau added 396 trains to routes heading to Jiangsu, Zhejiang, Shanghai, and other hot destinations, including 115 overnight high-speed trains. Guangzhou Railway Bureau added 747 trains, with 473 overnight high-speed trains. Urumqi Railway Bureau added 36 trains, including 23 high-speed train sets running in tandem.

According to China Railway, from February 15th to 23rd, the total passenger flow during the nine days is expected to reach 120.453 million. Civil aviation data from February 15th to 22nd shows a passenger volume of 19.442 million. According to Flight Master DAST, on February 22nd, civil aviation operated 17,649 flights, a 3.1% increase compared to 2025.

In terms of passenger throughput, Guangzhou Baiyun Airport and Shanghai Pudong Airport both exceeded 280,000 passengers in a single day on February 22nd, while Chengdu Tianfu Airport and Beijing Daxing Airport each reached 190,000, setting new records for this year. The passenger volume at 37 airports surpassed last year’s levels. Thirteen airports saw double-digit growth, with Nanning Wuxu Airport up 33.1%, Jieyang Chaoshan Airport up 29.5%, and Beijing Daxing Airport up 18.8%.

Traditional Customs Remain the “Main Dish” of the Spring Festival Travel Market

Just like Nanning Wuxu and Jieyang Chaoshan airports leading in passenger growth, many small cities with rich folk customs have become holiday tourism hotspots. According to the Spring Festival summary report by LY.com, traditional folk customs remain the “main dish” of the Spring Festival travel market. Pursuing traditional “New Year flavors” has become the mainstream of domestic travel during the holiday. Various New Year folk activities held in Guangdong, Fujian, and other regions have become major attractions, with Shantou leading in tourism growth, making it a “dark horse” destination for domestic travel during the holiday.

Guangdong has become the top destination for folk customs tourism. The strong traditional New Year atmosphere in Chaoshan, along with activities like deity parades, lion dance, and drum performances, creates an immersive experience for visitors. During the holiday, hotel bookings in Shantou and other areas increased by over 80% year-on-year. Traditional “New Year flavors” have become the most attractive “IP” for tourists across regions, with a lively competition of “New Year flavors” between the north and south creating a festive atmosphere. LY.com data shows that the top ten popular destinations for traditional “New Year flavor” tours during the Spring Festival were: Shantou, Fuzhou, Beijing, Ganzhou, Suzhou, Jiujiang, Shanghai, Quanzhou, Dehong, and Kaifeng.

Qunar data also shows that during the holiday, flights to small airports saw significant increases. Flights to Wuyishan increased 1.6 times year-on-year, leading nationwide. Several small towns with distinctive folk customs and unique tourism resources became popular during the holiday. Xingtai, known for its scenic Taihang Mountains and ancient villages, and Yongzhou, dubbed the “treasure ancient city,” saw flight bookings double. “Yueyang Tower in Yueyang is the top attraction during the New Year,” with passenger numbers increasing by 96%. In Xinzhou, visitors can explore ancient towns and watch iron flower performances, adding to the festive experience and nearly doubling flight bookings.

Furthermore, the “new Chinese style” trend continues to resonate among young people. Data from Qunar shows that, besides Kaifeng Qingming Riverside Park and Wusong Martial Arts City, which remain popular among youth, Jiangsu Huai’an’s Journey to the West theme park allows immersive experiences of mythological stories, with ticket bookings doubling. Wuxi Nianhua Bay and Zaozhuang Taierzhuang Ancient Town in Shandong attract many visitors through live restoration of intangible cultural heritage, with ticket bookings increasing over 60% during the holiday.

Lively destinations still feature the top attractions from both the north and south. During the first Spring Festival after the border reopening, the festive atmosphere created by activities like Hainan’s 18th Wanchun Fair and shopping and leisure tourism on the island reached new heights. Hotel bookings across the island increased by over 70%. Snow and ice tourism also thrived, with indoor ski resorts becoming new hotspots for winter travel. Families traveling to Northeast China to experience authentic “New Year flavor” remain a traditional favorite during the winter holiday.

Fliggy data shows that orders for snow and ice travel during the holiday more than doubled, with popular ski destinations including Changbai Mountain, Songhua Lake, Yabuli, Chongli, and General Mountain. Blockbuster movies during the holiday also spurred more people to travel “following the movies.” Fliggy data indicates that filming locations for “Flying Past Life 3” in Ganzi and Delingha, and “The Shaolin Temple: Winds Rise in the Desert” in Karamay, saw hotel room nights increase by over 100%.

“Reverse New Year” Becomes a Trend

If there’s anything special about the extended 2026 Spring Festival, “reverse New Year” can be considered a niche trend turning mainstream. Reverse reunions are not only an economical choice with airline tickets at “rock-bottom” prices but also a way for young people to show love for their parents—celebrating the New Year more comfortably and freely. Walking city streets with parents, enjoying coffee, and visiting popular shopping districts and theme parks with them allows parents to experience their children’s daily lives.

Qunar data shows that during the 2026 Spring Festival, 18% of travelers flying to Beijing were over 50 years old, with those aged 60 and above increasing by over 10% compared to 2025. The most popular destinations for this age group are first-tier cities like Beijing, Chengdu, Shanghai, and Guangzhou. Many seniors also took their first flights during the holiday, with platform data showing a 20% increase in passengers over 60 purchasing their “first-ever flight tickets” during the period.

In terms of accommodations, many young travelers booked high-star hotels for their parents, giving the elderly a luxurious experience. During the holiday, hotel stays by seniors aged 60+ increased by 56%, with popular “reverse New Year” cities including Guangzhou, Shanghai, Shenzhen, and Beijing.

This trend has increased the popularity of big cities that used to be “empty during the holidays.” Fliggy data shows that Shanghai, Beijing, Guangzhou, Hangzhou, Shenzhen, Chengdu, Chongqing, Nanjing, Zhengzhou, and Wuhan are among the top destinations for holiday travel.

Parents celebrating the “reverse New Year” not only stay in better hotels but also enjoy more activities. During the holiday, tourists over 60 booked 40% more scenic spot tickets year-on-year; travelers from second-tier cities increased by 34%, and those from third-tier and below by 33%. Among the most popular attractions for seniors, Beijing Universal Studios ranks in the top five; Shanghai Disneyland, Harbin Ice and Snow World, and Hong Kong Disneyland are also favorites among the “60+” group.

Young people are also taking their parents on road trips for the holiday. Data from Qunar shows that domestic car rental orders during the 2026 Spring Festival increased by 52%, with Shenzhen up 61% and Guangzhou up 30%. Spacious SUVs suitable for family travel are the most popular, accounting for 42% of rentals.

Bidirectional Inbound and Outbound Travel

The nine-day holiday not only benefits domestic travel but also brings renewed activity to inbound and outbound markets. The National Immigration Administration estimates that during this year’s Spring Festival, both inbound and outbound travel will grow, with daily cross-border passenger flow exceeding 2.05 million, a 14.1% increase over last year.

Qunar data shows that from February 15th to 23rd, Chinese travelers flew to nearly a thousand cities worldwide. Thailand has reclaimed the top spot among outbound destinations. Fliggy data indicates that outbound flight, hotel, and local entertainment orders all grew by over 30% year-on-year. Popular destinations include Hong Kong, Macau, and Southeast Asian countries within a four-hour flight radius, with destinations like Oman, Kazakhstan, South Africa, Qatar, and Argentina experiencing over 200% growth in orders.

Similarly, data from the Tongcheng platform shows that long-haul outbound travel during the holiday saw significant increases, with Italy, Spain, Australia, the UK, Germany, Switzerland, and Denmark ranking high among long-distance destinations.

The Milan Winter Olympics during the holiday significantly boosted tourism in Italian cities like Milan and Venice. According to Tongcheng, hotel bookings in Milan and Venice during the holiday increased by over 200% year-on-year. Data from Qunar shows that flights to Italy from February 14th-15th increased by 64% compared to previous days; international flights to Italy during the Winter Olympics nearly doubled compared to the same period last year. The most popular departure cities were Shanghai, Beijing, Guangzhou, Chengdu, and Shenzhen, with Milan, Rome, Venice, Florence, and Naples as top destinations. Italy also ranked among the top 10 countries for car rentals during the holiday, with orders doubling.

The expansion of visa-free travel has also driven a surge in overseas travel during the holiday. Flights to Brazil, a new visa-free destination, increased 1.9 times year-on-year, ranking fifth among the fastest-growing countries, after Kazakhstan, Uzbekistan, Oman, and South Africa. Flights to Turkey more than doubled, making it one of the top 20 most popular destinations.

This year, not only are more Chinese traveling abroad for the New Year, but an increasing number of foreign tourists are coming to celebrate in China. Data from Qunar shows that during the 2026 Spring Festival, bookings for domestic flights using non-Chinese passports increased by 20% year-on-year. Fliggy data indicates that inbound flight ticket orders during the holiday grew nearly tenfold, with popular entry cities including Shanghai, Guangzhou, Chengdu, Beijing, Dalian, Xi’an, Hangzhou, Shenzhen, Fuzhou, and Ningbo.

Unlike previous years, foreign visitors are no longer just visiting one city but are starting in major cities like Beijing, Shanghai, and Guangzhou before exploring more destinations across China. On the platform, foreign travelers are booking flights to 107 Chinese cities, extending their visits to places like Jinggangshan, Wanzhou, Altay, Zhaotong, Luliang, Dazhou, Yulin, Yulin, Tongliao, Lianyungang, Anqing, Erenhot, Hanzhong, Tengchong, Huizhou, Nyingchi, Qionghai, Jixi, Wuyishan, Jining, and Rizhao.

Top source countries for travelers coming to China include South Korea, Vietnam, Singapore, Australia, the United States, Indonesia, Thailand, Canada, and Laos. Destinations rich in local customs and folk experiences are attracting more foreign visitors. They come to Datong to watch lively temple fairs, experience Tibetan New Year in Lhasa on the snow plateau, or enjoy iron flower performances in Tengchong—all cities with distinctive local features ranking among the fastest-growing inbound destinations on Qunar.

(Article source: 21st Century Business Herald)