Spring Festival holiday sees over 2.8 billion trips, with cultural and tourism consumption becoming more trendy

Securities Times Reporter Tang Ying

The 2026 Spring Festival holiday has come to an end, and the 9-day break further released residents’ demands for returning home, visiting relatives, traveling, and consumption. According to data released by the Ministry of Transport, during the Spring Festival holiday (February 15 to 23), the total cross-regional population flow is expected to exceed 2.8 billion trips.

The extended holiday allows consumers to travel farther and enjoy more diverse activities, with segmented travel becoming mainstream. Data from Tuniu shows two peak travel periods during the holiday: the first day of the holiday in the south mainly for returning home and visiting relatives, and from the second day of the Lunar New Year, family trips surged explosively, with three generations traveling together becoming a holiday highlight. Meituan Travel data indicates that during the Spring Festival, bookings for parent-child tickets increased by 76% year-on-year, and multi-generational travel has become a new trend. In terms of destinations, on average, travelers checked into 2.2 cities, and the number of people visiting multiple cities for cultural and tourism consumption increased by 50% year-on-year.

At the same time, reverse New Year celebrations have become a new choice for family reunions. During the week before the holiday, bookings for flights to cities like Beijing, Shanghai, and Guangzhou saw a significant increase among travelers over 50. Meituan Travel data shows that Shenzhen, a popular reverse New Year destination, experienced a “good start” in cultural and tourism consumption during the holiday, with bookings up 77% year-on-year. The Window of the World, Shenzhen Happy Valley, and China Folk Culture Village became popular attractions receiving many visitors.

Seeking traditional “New Year flavor” remains the core theme of domestic travel during the Spring Festival. Experience-based consumption such as intangible cultural heritage and folk customs exhibitions saw further significant growth in 2026. Guangdong, Fujian, and other regions became popular destinations for traditional customs tours. Several特色县城 (specialty counties) attracted visitors from all directions, supported by convenient transportation. Data from LY.com shows that among the top ten popular destinations for New Year flavor tours, Shantou ranked first, with Fuzhou, Ganzhou, and Dehong also making the list. Hotels and homestays in counties like Huangshan Yixian, Guilin Yangshuo, and Jinzhong Pingyao saw booking increases of over 400% year-on-year.

Additionally, ice and snow tourism continues to be popular, with traditional destinations like Harbin and Changbai Mountain remaining hot. Harbin Ice and Snow World’s popularity soared due to the Spring Festival Gala’s sub-venue effect. Indoor ski resorts such as Nantong Sandi Ice and Snow Ocean Park and Shenzhen World of Wonder’s Alps Ice and Snow World have become the top choices for southern tourists to experience winter fun.

In outbound travel, following major events has become a new trend this Spring Festival. Data from LY.com shows that hotel bookings for Italian cities like Milan and Venice during the holiday increased by over 200% year-on-year.

Besides the cultural and tourism markets flourishing, product consumption during the holiday also showed “new” characteristics. As of February 19, the 2026 consumer goods exchange and upgrade program benefited 28.88 million people, driving sales of 198.02 billion yuan. Suning.com data indicates that automatic water and floor cleaning robots, smart temperature-controlled refrigerators, and large-screen TVs supporting voice interaction are the most popular smart home appliances on the platform. AI-integrated scenario experience new smart home appliances have become the top trending New Year goods, accounting for 55% of related product sales.

(Edited by: Wen Jing)