The Lunar New Year, also known as the Spring Festival, is the most significant holiday in China, marked by large-scale travel as millions of people reunite with families, explore new destinations, and indulge in festivities. In 2024, China’s tourism industry experienced a remarkable boom, with a surge in domestic and international travel. Several factors contributed to this increase, from favorable travel policies to pent-up demand following the pandemic.
China’s Ministry of Culture and Tourism reported that domestic tourism spending during the holiday reached 677 billion yuan ($93 billion), reflecting a 7% increase in revenue compared to the previous year. The total number of trips within the country also rose by 5.9%, showing strong consumer confidence and a robust recovery in the tourism sector.
Meanwhile, cross-border travel also surged, with about 14 million travelers crossing China’s borders, a 6% increase from 2023. The number of foreign visitors reached nearly one million, an impressive 23% jump from last year, according to China’s National Immigration Administration. These statistics highlight the growing attractiveness of China as a global tourist destination and the increasing willingness of Chinese travelers to explore international locations.
China’s vast and diverse landscape offers a wide range of travel experiences, and this year, domestic tourists sought both winter wonderlands and tropical escapes.
Harbin: A Winter Wonderland
Harbin, located in China’s northeastern Heilongjiang province, emerged as a top travel destination due to its stunning winter scenery and the world-famous Harbin International Ice and Snow Festival. With its impressive ice sculptures, light displays, and winter sports activities, the festival attracted millions of visitors eager to experience its magic. The increasing popularity of skiing and winter tourism in China further boosted Harbin’s appeal.
Xiamen: A Warm Getaway
For those looking to escape the cold, Xiamen, a coastal city in Fujian province, was a preferred destination. Known for its beautiful beaches, mild temperatures, and historical architecture, Xiamen provided a relaxing retreat for families and couples. The city’s famous Gulangyu Island, a UNESCO World Heritage Site, saw a surge in visitors.
Beijing and Shanghai: Cultural and Urban Exploration
China’s major cities, including Beijing and Shanghai, remained hot spots for cultural and urban tourism. Tourists flocked to historical landmarks like the Forbidden City, the Great Wall, and the Bund, while also indulging in festive celebrations such as dragon dances, temple fairs, and traditional Chinese performances.
Visa-Free Policies Fuel International Travel
China’s outbound tourism also saw a significant boost, largely driven by its visa-free agreements with several countries in Southeast Asia. Many Chinese travelers took advantage of these policies to visit destinations such as Thailand, Malaysia, and Singapore.
Moreover, Trip.com Group, a major travel service provider, reported a 180% increase in inbound tour ticket orders, indicating a strong interest among foreign tourists in exploring China.
A Bright Future for China’s Tourism Industry
China’s booming Lunar New Year tourism reflects a strong economic recovery and a growing enthusiasm for travel. With continued government support, new travel policies, and expanding international tourism networks, the industry is expected to keep thriving in the coming years.
This year’s success demonstrates that travel has returned to pre-pandemic levels, marking a new chapter for China’s tourism industry.
