Record-Breaking Reunion: China’s Lunar New Year Tourism Spending Surges to $116 Billion in 2026

The Lunar New Year, or Spring Festival, has always been more than just a date on a calendar in China. It is the “Chunyun”—the world’s largest annual human migration—where the pull of family and heritage moves hundreds of millions across the country. In 2026, this ancient tradition met a modern economic milestone. According to the latest data from the Ministry of Culture and Tourism, domestic tourism spending during the nine-day holiday hit a staggering 803.5 billion yuan ($116.3 billion), setting a new historical record.

But behind the gargantuan numbers and the headlines of “record-breaking growth” lies a more nuanced story of changing habits, cautious optimism, and a deep-seated desire for connection.

The Nine-Day Surge: By the Numbers

The 2026 Spring Festival benefited from a rare gift: time. The holiday was extended to a nine-day break, providing the runway needed for travelers to venture further than usual.

• Total Domestic Trips: 596 million (up by 95 million compared to 2025).
• Total Revenue: 803.5 billion yuan ($116.3 billion), a 19% increase year-on-year.
• Average Spending per Trip: Approximately 1,348 yuan (a slight dip of 0.2% in per-trip expenditure).

While the total revenue is eye-popping, the dip in per-trip spending tells us something vital about the 2026 traveler. People are eager to move, but they are also more mindful of their wallets. The “revenge travel” of previous years has evolved into a more sustainable, value-conscious form of exploration.

Beyond the Megacities: The Rise of the “Nianwei”

For decades, tourism in China was defined by the “Big Three”—Beijing, Shanghai, and Guangzhou. While these hubs still saw massive influxes (Shanghai welcomed 21.67 million visitors), a new trend emerged this year: the search for Nianwei, or the “authentic flavor of the New Year.”

Smaller, “lower-tier” cities and even rural villages became the stars of the show. In Guangdong province, which raked in 84.89 billion yuan in revenue, destinations like Shantou and Chaozhou saw hotel bookings skyrocket. Travelers weren’t just looking for skyscrapers; they were looking for traditional molten-iron fireworks, folk parades like “you shen,” and local delicacies that tasted of home.

This shift toward “Slow Travel” suggests that the 2026 traveler values experience over status. They would rather spend three days in a quiet Fujian village participating in a deity parade than three hours standing in line for a selfie at a packed landmark.

The Global Harvest: Outbound and High-Stakes Travel

While domestic travel flourished, the global ripple effect was equally profound. The 2026 holiday felt like the final piece of the post-pandemic recovery puzzle.

• Hong Kong & Macao: Hong Kong welcomed 1.5 million mainland visitors, while Macao saw record-breaking gambling revenues and a peak of 227,000 arrivals in a single day.
• The World Stage: From watching the northern lights in Norway to hiking the Southern Ridges in Singapore, Chinese tourists returned to international travel with a focus on “deeper experiences.” Private tours and themed travel, once niche luxuries, have officially moved into the mainstream.+1

Infrastructure Under the Microscope

Moving nearly 600 million people in nine days is a feat of engineering that few countries could attempt. China’s high-speed rail network handled over 20 million passengers in a single 24-hour window at its peak. The use of “Smart Hub” AI to deploy “ghost trains”—unscheduled backup services—kept the world’s largest migration remarkably orderly.

However, the pressure was visible. Travelers like 32-year-old Liu Jian from Beijing shared stories of being unable to book tickets for popular traditional shows, even when prices had doubled. The demand for “Spring Festival-only” cultural experiences is currently outpacing the supply, signaling a massive opportunity for the hospitality and entertainment sectors in the years to come.

Final Reflections: Resilience in Motion

The 2026 Lunar New Year was more than an economic indicator; it was a demonstration of cultural resilience. Despite global economic uncertainties, the Chinese consumer’s priority remains clear: family, tradition, and the freedom to explore.

As the “Year of the Horse” begins its gallop, the $116 billion spent isn’t just a number on a ledger. It represents millions of reunions, thousands of rediscovered traditions, and a travel industry that has finally found its footing in a new, more thoughtful era of tourism.

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