China's 2026 Spring Festival Sees Record Travel and Celebrations

Vibrant fireworks over a bustling city skyline.

During the Spring Festival holiday of 2026, China experienced an impressive surge in domestic tourism, with 596 million trips recorded across the country. The cultural and tourism sector played a vital role in orchestrating a series of 'Joyful Celebration of the New Year' activities, ensuring a safe and orderly environment for travelers. According to data from the Ministry of Culture and Tourism, the number of domestic trips increased by 95 million compared to the eight-day holiday in 2025. Furthermore, total domestic travel expenditures reached a remarkable 803.483 billion yuan, marking an increase of 126.481 billion yuan from the previous year. Notably, this period set new records in both visitor numbers and spending, reflecting the thriving state of the national cultural and tourism market.

Cultural activities significantly enhanced the festive atmosphere during the holiday. An array of intangible cultural heritage activities captivated participants, with the standout event "Intangible Heritage Welcomes the New Year: Tasting the Chinese New Year" presenting an engaging array of performances. Local exhibitions of intangible heritage and lively temple fairs attracted many attendees, with the "2026 Intangible Heritage Gala" emerging as a viewer favorite. Additionally, literary and artistic performances captured the public's attention through events such as "Drama Gatherings in Beijing, Tianjin, and Hebei: New Year Performance Season," the "Daily Qin Opera in Xi'an," and the inspiring "Ice and Snow Art in Qiqihar," all of which enriched the holiday experience.

The trend of celebrating the New Year in cultural heritage museums became increasingly recognized, particularly in provinces like Zhejiang, Liaoning, and Ningxia, where numerous themed exhibitions and immersive activities allowed residents and visitors to engage with traditional culture. To stimulate tourism and spending, beneficial policies were implemented nationwide, leading to a robust start to cultural and tourism expenditures in the New Year. Notably, local governments took proactive approaches by issuing consumption vouchers and special subsidies to invigorate the market.

Fujian province led the way with over 4,300 cultural and tourism consumption activities, alongside more than 560 preferential policies to encourage local engagement. Hunan organized over 3,000 promotional activities, providing vouchers, discounts on scenic spots, and community performances to enhance the holiday spirit. Similarly, Chongqing conducted over 1,300 cultural and tourism events while allocating 50 million yuan in travel subsidies to its residents.

The nighttime economy also flourished throughout this holiday period, with vibrant cultural districts such as Luoyang and the Wuyi commercial area in Changsha buzzing with energy. The thoughtful integration of culture and tourism catalyzed the growth of various industries, contributing to economic revitalization through industrial upgrades. Technological innovations brought new life to traditional experiences, illustrated by over 2,000 intangible heritage flower lanterns showcased at the Quanzhou Intangible Heritage Lantern Festival, where digital technology created captivating displays, including the introduction of an AI-guided 'World Heritage Exploration' experience.

Winter tourism captivated visitors as well, with Harbin's Ice and Snow World hosting a 'New Year's Ice and Snow Feast.' This event featured stunning ice sculptures, trendy performances, light shows, and interactive activities, all geared toward celebrating the festive season. Rural tourism emerged as a popular option, with numerous areas promoting experiences that highlighted ancient town customs, countryside vistas, and nostalgic adventures. Additionally, the influence of film and television intellectual properties (IPs) drove cultural tourism forward, with various regions unveiling themed travel routes and exhibitions inspired by popular dramas, thus sparking new trends in cultural tourism.