China Sees Massive Growth in Holiday Tourism and Spending as Millions Hit Scenic Spots and Dining Venues Over Lunar New Year

China has witnessed a significant surge in holiday tourism and consumer spending during this year’s extended Lunar New Year break. Millions of domestic travelers flocked to scenic landmarks and dining establishments across the country, contributing to a substantial boost in the economy. Several factors played a role in this remarkable growth, including the extended nine-day holiday, which provided ample time for people to travel and indulge in leisure activities. As pandemic restrictions eased, many Chinese citizens eagerly embraced opportunities to explore new destinations, revisit popular sites, and enjoy festive events that celebrate their cultural heritage. Additionally, the thriving dining industry, particularly with the rise of popular hotpot chains, further fueled the boost in consumer spending. This holiday period’s success highlights the country’s economic recovery and renewed consumer confidence, signaling a strong demand for travel and entertainment experiences nationwide.

According to a report from the Ministry of Culture and Tourism, domestic trips during the holiday reached 596 million, a considerable rise compared to previous years. This spike in travel activity indicates the growing confidence of Chinese consumers in both traveling and spending on leisure activities after the challenging years of the pandemic.

Tourism spending during the festive period also soared, reaching 803.5 billion yuan (approximately $116.81 billion). This marked an impressive 19% increase compared to the same period last year, despite the holiday being one day shorter in 2023. The figures were based on official ministry data and highlight the strong recovery in the tourism sector.

While overall tourism spending saw a significant rise, there was a slight dip in domestic tourism spending per trip, which fell by 0.2%. Despite this minor decrease, the overall trend in both domestic travel and tourism spending indicates a positive trajectory for China’s economy as consumer confidence continues to rebound.

Famous scenic sites around the country, such as the Great Wall in Beijing and the Danxia landform in Guangdong, experienced a surge in visitors. These iconic locations were filled with tourists eager to enjoy the cultural significance of the holiday. The festive atmosphere extended to smaller, more remote regions, including villages in Fujian, where traditional folk activities like the “you shen” parade, honoring local deities, attracted large crowds. This demonstrates the growing interest in more traditional and culturally rich experiences during the holiday period.

The high demand for travel experiences was reflected in individual accounts of tourists struggling to secure tickets for popular events. For example, a Beijing resident noted her difficulty in obtaining tickets for a molten-iron fireworks display in Tangshan, a city located about two hours away from the capital. Tickets for this special event, which were priced at 98 yuan—significantly higher than the usual price of 38 yuan—sold out immediately, underscoring the overwhelming popularity of limited-time, festival-specific events.

In addition to the major tourist destinations, scenic areas such as Jiuzhaigou in Sichuan province also reported impressive numbers. The Jiuzhaigou scenic area welcomed 182,700 visitors through February 23, marking a 17.7% increase in visitor numbers from last year. Similarly, Zhangjiajie, a renowned mountain park in central China, saw a 10.27% year-on-year increase in visitors during the first five days of the break.

Large cities such as Shanghai and Beijing also saw strong tourism performance. Shanghai authorities reported that the city welcomed 21.67 million visitors during the holiday, an 8.36% increase from last year. Tourism-related spending in Shanghai reached 25.6 billion yuan, a jump of 20.9% compared to the previous year. In Beijing, the capital city, 19.84 million visitors arrived, and tourism spending hit 33.14 billion yuan. These figures suggest that the nation’s largest cities continue to play a major role in driving the country’s tourism growth.

Travel platforms also indicated that lower-tier cities and county-level destinations saw a notable uptick in tourism. Many people were seeking a more traditional holiday atmosphere, which has contributed to the popularity of smaller towns and rural areas. This shift reflects a growing desire for less commercialized, more authentic cultural experiences that contrast with the urban-centric tourist attractions.

In addition to travel, the catering industry performed well during the holiday. Sales revenue at key catering businesses monitored by the Ministry of Commerce rose by 5.2% compared to last year’s holiday. One notable performer was the popular hotpot chain Haidilao, which reported serving over 7 million customers nationwide in the first five days of the holiday. The number of customers visiting Haidilao increased by more than 10% on Lunar New Year’s Eve and the first day of the new year, compared to the same period last year. These numbers highlight the growing appetite for dining out as part of holiday celebrations.

However, not all sectors saw positive results. The box office, a key barometer of discretionary spending, experienced a significant downturn. Several new movie releases faced poor reviews, leading to a 39.5% decrease in box office revenue, which totaled 5.75 billion yuan. Total cinema admissions also fell by 35.8%, amounting to 120 million. The drop in cinema attendance, despite the festive season, reflects shifting entertainment preferences and the growing dominance of other leisure activities over traditional movie-going.

In summary, the Lunar New Year holiday served as a major boost for domestic tourism and consumer spending in China, with both sectors showing strong year-on-year growth. While some sectors, like the box office, saw a decline, the overall economic activity demonstrated a strong recovery following the pandemic. The holiday period highlighted the diverse ways in which people are choosing to spend their time, from exploring iconic landmarks to enjoying traditional festivities and dining out.

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