Dai Bin | Tourism in China is flourishing all the way - Special comments on the 2025 Spring Festival holiday tourism market

Essentials guide

During the 2025 Spring Festival holiday, the tourism market was prosperous, innovative, high-quality and orderly, with many indicators reaching historical highs.

● From “traveling during the Spring Festival” to “traveling during the Spring Festival”, family reunion and protection of family ties have always been the eternal themes of the Spring Festival holiday.

● “Happy Chinese New Year” is shared globally, and inbound and outbound tourism market data hit new highs.

● People are heading to the north for ice and snow and to the south for escape from the cold. Hot springs, health care and other travel and residence products are becoming increasingly popular.

● In the era of comprehensive development of mass tourism, tourism consumption tends to be rational, and tourists are more pursuing a relaxed and anti-involutionary lifestyle.

● A world-class tourist destination does not necessarily have to have a large number of world natural and cultural heritage sites, nor does it necessarily have to be given a high score by experts based on any certain standards, but it must have openness, inclusiveness, sharing, sincerity, kindness and warmth that tourists can feel.

● Culture, art and technology are reshaping tourism experience and consumption scenarios at an observable pace.

● From “pleasing others” to “pleasing oneself”, Spring Festival tourism shows more characteristics of “emotional consumption”.

● Tourist destinations now have more means to regulate holiday passenger flow and can manage market order more easily.

According to the official website of the Ministry of Culture and Tourism, during the 8-day Spring Festival holiday in 2025, the number of domestic tourists nationwide reached 501 million, a year-on-year increase of 5.9%. The total domestic travel expenditure was 677.02 billion yuan, a year-on-year increase of 7.0%. The tourism market is prosperous, innovative, high-quality and orderly, and many indicators have set historical records. Whether it is the folk experience of ice and snow, the leisure vacation on the sunny beach, or the happy Spring Festival with one family, the flourishing Spring Festival holiday has laid the market foundation for the high opening and high growth of the tourism economy throughout the year, and has strongly boosted the confidence in the construction of a tourism power and high-quality development.

01

Tourism flow: No tourism, no New Year celebrations

From "travel during the Spring Festival" to "travel during the Spring Festival", family reunion and family protection have always been the eternal theme of the Spring Festival holiday. The eight-day Spring Festival holiday started on January 28, the last day of the Chinese New Year, and the peak of passenger flow was a full week in advance. All major car rental platforms ushered in the peak of bookings from January 21 to January 27. Looking down at the highways in Jiangsu, Zhejiang, Shanghai and Anhui from the night sky, the prosperity of "cars like flowing water, horses like dragons, flowers and moons in the spring breeze" was concretized. According to official news from the Ministry of Transport, on January 27, the cross-regional flow of people in the whole society was 258.802 million, and railways and civil aviation increased by 7.5% and 2.67% year-on-year respectively, which means that many medium and long-distance tourists were already on the road before the holiday. The number of domestic tourists on the day before the official holiday was 59.0437 million, and the total tourism expenditure was 76.13 billion yuan. Supported by encouraging policies, some employees formed an 11-day long holiday by combining holidays, which is suitable for both reunion and tourism. In the past, people would go out to travel after the New Year's Eve dinner, staying up all night, and paying New Year's greetings. Now, more and more people choose to book hotels, homestays, and New Year's Eve dinners, accompany their parents and children in the destination cities and villages, experience the local cultural heritage, and enjoy cultural and entertainment activities. On the first and second days of the Spring Festival holiday, the number of domestic tourists in the country was 77.5831 million and 88.0275 million respectively, which means that 5.51% of people chose to travel on New Year's Eve and 5.94% chose to travel on the first day of the first lunar month. Affected by tourists' early travel, the peak of holiday tourism moved forward to the third day of the Spring Festival holiday, which is the second day of the first lunar month. On that day, 94.5912 million people traveled and spent 138.444 billion yuan. Medium and long-distance tourists returned one after another from the third day of the first lunar month, but secondary trips and off-peak trips continued the popularity of holiday tourism, and the average number of daily trips and tourist trips continued to set historical records. Figure 1: Spring Festival holidays from 2019 to 2025

Domestic travel numbers and total spending

Tourism is a product of the market economy, which can promote consumption and drive economic growth. Tourism is also a goal of social development and a good life that should be enjoyed by rural residents and small and medium-income groups in cities and towns. Whether it is a village where you can see mountains and water and remember your homesickness, or a city where you can see theaters, museums and imagine infinite possibilities; whether it is a place of residence, in the hometown, in a distant place, or on the road of self-driving travel, the time and space scenes of family reunion have been evolving, but what never changes is the family affection that is integrated into the blood, and the warmth in the eyes of the wanderers when they look at their parents, lovers and children. During the holiday, the number of rural residents traveling was 123 million, with an average of 0.27 trips per person, an increase of 7.9% year-on-year, and the number of rural residents traveling accounted for 24.6% of the total number of domestic tourists. The market has a clear trend of sinking, and the practical significance of implementing inclusive tourism is more obvious. In the process of modernization in which material and spiritual civilizations are coordinated, we must never see money and things but not people at any time. We must insist on taking the number of trips, including rural residents, as the most important tourism statistical indicator.

"Happy Spring Festival" is shared globally, and inbound and outbound tourism market data hits a new high. Influenced by the basic markets of Hong Kong and Macao, the mutual visa exemption policy, and convenient transportation, the grand launch of "Happy Spring Festival" in Malaysia and the overseas promotion of "Hello, China", coupled with the upcoming opening of the Asian Winter Games, inbound tourism has ushered in a new window period for high-quality development. During the holiday, tourists from various countries felt the Chinese New Year atmosphere, participated in temple fairs, guessed lantern riddles, experienced intangible cultural heritage and other activities, and the global influence of Chinese traditional culture was further enhanced. During the Spring Festival holiday, my country received a total of 3.4321 million inbound tourists from 175 countries and regions, a year-on-year increase of 6.2%. Among them, there were 699,500 foreign tourists and 2.7326 million tourists from Hong Kong, Macao and Taiwan. South Korea, Japan, the United Kingdom, the United States, Singapore, Australia, Malaysia, Russia, Thailand and the Philippines are the top ten inbound source countries, and the total number of tourists accounts for 65.8% of the total number of foreign tourists. There were 3.7838 million Chinese citizens traveling abroad, a year-on-year increase of 5.2%, including 907,600 outbound tourists. Japan, Singapore, South Korea, the United States, Malaysia, Thailand, Vietnam, Australia, Myanmar and Russia are among the top ten outbound tourist destinations, attracting a total of 63.8% of outbound tourists. India, South Africa, the Dominican Republic, Macedonia and other more cost-effective niche overseas tourist destinations have attracted young people to "go abroad for the New Year".

Overseas mainstream media reports on Spring Festival holiday travel are mainly positive, generally paying attention to the dynamics of China's Spring Festival tourism market and its driving effect on the regional economy, and holding positive and optimistic expectations for the inbound and outbound tourism market in 2025. Figure 2: Overseas media from 2022 to 2025

Trends in reporting on Chinese New Year holiday travel

02

Tourism flow: Northward, southward, and county tours

The "two-way rush" of ice and snow in the north and cold shelter in the south has led to an increase in popularity of travel products such as hot springs and health care. The combination of the 2024-2025 ice and snow season, the Asian Winter Games, and the Spring Festival holiday has further boosted the market heat of ice and snow tourism cities such as Harbin, Yichun, Mohe, Changchun, Jilin, Changbai Mountain, Zhangjiakou, Yanqing, Hulunbuir, and Altay. Southward escape from the cold and seaside vacation are still the top choices for Spring Festival holiday tourism. In the first four days of the Spring Festival holiday, the tourist reception volume of Songhua Lake Ski Resort in Jilin City increased by 28% year-on-year, and the operating income of Beidahu Ski Resort increased by 15.09% year-on-year. The commercial innovation of tourism groups has also led to a frozen and snowy atmosphere in southern cities. Hangzhou Xuejixing City Ski Center, under Zhejiang Tourism Investment, saw a 52% increase in daily revenue and a 173% increase in daily passenger flow from New Year's Eve to the sixth day of the lunar new year. At the beginning of the Spring Festival travel rush, the daily passenger throughput of Harbin Taiping Airport and Sanya Phoenix Airport exceeded 80000 continuously. Influenced by traditional culture such as returning home for the Chinese New Year, the characteristic of homogeneity between the source and destination of Spring Festival holiday tourism is even more evident. During the Spring Festival holiday, the top 10 provincial-level administrative regions for tourism reception, including Sichuan, Henan, Guangdong, Jiangsu, Shandong, Hunan, Hebei, Hubei, Anhui, and Guangxi, received a total of 59.7% of domestic tourists. Ten provinces including Guangdong, Sichuan, Shandong, Jiangsu, Henan, Hubei, Hebei, Hunan, Anhui, and Zhejiang produced 58.5% of domestic tourists. Excluding the four municipalities directly under the central government of Beijing, Shanghai, Tianjin, and Chongqing, Chengdu, Wuhan, Xi'an, Guangzhou, Shijiazhuang, Changsha, Harbin, Hefei, Zhengzhou, Nanjing, Hangzhou, Kunming, Suzhou, Shenzhen, Jinan, Nanning, Shenyang, Changchun, Wuxi, and Nanchang are among the top 20 cities in terms of tourist reception volume, receiving a total of 17.3% of domestic tourists in China.

Leisure scenes represented by "three zones and one circle" such as tourist attractions, tourist resorts, historical and cultural blocks, and leisure business districts are still the first choice for tourists to check in during holidays. As a classic tourist space, high-level tourist attractions are still the favorite check-in places for tourists. The average daily number of tourists in national 5A-level tourist attractions reached 11,800, which was basically the same as last year. The top ten tourist attractions in terms of tourist volume include Confucius Temple Qinhuai Scenic Belt, Hangzhou West Lake, Dali Ancient Town, Hengdian Film and Television City, Zhongshan Scenic Area, Datang Furong Garden, Lijiang Ancient Town, Lushan Mountain, Qingcheng Mountain Dujiangyan Tourist Scenic Area and Tiantai Mountain. Disney, Universal Studios, Happy Valley, Haichang, Chimelong, and Henderson are still the top theme parks and leaders in innovation. A special survey of 188 sample tourism companies showed that 58.5% of them received the same number of tourists as last year's holiday or maintained an increase, of which 14.4% of them increased by more than 10%. The scenic spots under Nanchang Tourism Group received a total of nearly 1 million tourists, a year-on-year increase of 380%; the comprehensive revenue exceeded 12.95 million yuan, a year-on-year increase of 2.95%.

During the holidays, 57.9% of tourists have visited "three districts and one circle" such as tourist attractions, resorts, blocks and business districts. Cultural spaces represented by "four museums and one station" such as museums, art galleries, cultural centers, science and technology museums, and cultural stations are also good places for holiday travel. The architectural style and life scenes of Shanghai citizens have always been the focus of attention of tourists at home and abroad. Following the flowers on Huanghe Road and the coffee on Hengshan Road, Wukang Road once again led the fashion trends of cars, clothing, etc. in the style of "The Heirs". Travel with performances, travel with events, and more "Village Evenings", "Village Super" and "Village BA" have brought more cities, ancient towns and villages to life. With the advantages of strong fireworks, unique culture and high cost performance, the tourism reception and tourist spending of counties and ancient towns such as Handan Guangfu Ancient City Scenic Area, Xiapu County, Ningde City, Jianchang Ancient City, Xichang City, and Weifang Judian Lake Scenic Area have increased significantly. Heping District of Tianjin City combines the advantages of the three major areas of "Wudadao, Jinjie, Jiefang North Road-Tianwan Square", highlights the urban tourism characteristics of youthful urban culture, integrates 66 time-honored brands and 88 intangible cultural heritages in the entire region, and creates 23 items in 4 categories, totaling more than 100 cultural, tourism and commercial integration activities, which greatly enriches the new urban tourism scenes and injects new vitality into traditional culture.

Although self-guided tours, self-driving tours and free travel have become the mainstream ways for tourists to travel, travel agencies, group tours and tourist routes have always been typical formats and the focus of our attention. Thanks to the joint efforts of travel agencies such as China Travel Service, China Travel Service, Spring Airlines, Utour, Vision, Tianyue, and Southeast, as well as travel agents and tourism groups such as Ctrip, Qunar, Tongcheng, Mafengwo, China Changhang, and Nanjing Tourism, themed tourist routes such as intangible cultural heritage, cultural relics, research, railways, and the Yangtze River have begun to return to the mass tourism market and have been recognized by the target market. The "Two Dams and One Gorge" cruise ship under the Three Gorges Cultural Tourism Group, carrying many intangible cultural heritage projects and ethnic folk art festivals, set off from Yichang, Hubei on the second day of the first lunar month with seven ships, and successfully made its maiden voyage.

From the "reverse tourism" and "substitute tourism" of young people to the "county tour" and "hometown tour" of young and middle-aged groups, the tourism popularity of county centers in low-tier cities during the Spring Festival holiday has increased. Anhui, Hebei, Henan, Hunan, Yunnan, Inner Mongolia and other places have increased publicity and promotion efforts in a targeted manner to attract wanderers to return home for the New Year. In order to surprise the returning tourists, many small and medium-sized cities and county centers have made careful efforts to improve the appearance of the city, and the infrastructure that should be built has been built, and the public services that should be improved have been improved. Zhongwei City has implemented scenic area expansion, and Jun County, Henan Province has restored ancient city walls, ancient buildings, and characteristic folk projects such as stilt walking and iron flower making. Handan City has prepared a "three-child gift package" for returning wanderers, students, and children, including station pick-up and drop-off, urban accommodation, and study tours, which are free for citizens and tourists to receive. Li Yunxiao, a top streamer of the new generation of Yue Opera, returned to his hometown to go boating on the East Lake again. The song "Jiangnan Linhai" attracted countless post-00s to Linhai, Taizhou.

In the era of comprehensive development of mass tourism, tourism consumption tends to be rational, and tourists are more pursuing a sense of relaxation in life against involution. The post-80s generation, who are beginning to be nostalgic, said that "the hometown county is more cost-effective, and the experience is already the next level". Influenced by this, mid-to-high-end hotels are accelerating to enter the sinking market, and more homestays are using local cultural symbols to enhance the accommodation experience. Hotels and homestays are increasingly becoming "ports", "anchorages" and "mooring points" that connect local life. It is also necessary to see the tidal effect of county holiday tourism. Outbound workers, returning home to visit relatives, and residents visiting relatives and friends, gathering and participating in various folk activities gather quickly, travel quickly, and disperse quickly. Whether short-term popularity and low-frequency consumption can effectively support county tourism remains to be further observed. On the fifth day of the holiday, the proportion of domestic tourists in 18.6% of prefecture-level tourist destinations turned higher month-on-month, and the out-of-province passenger flow in Shigatse, Linxia, ​​Gannan, Jiayuguan, Ledong, Ganzi, Liangshan, Baiyin, Ningde and Lincang decreased by more than 5% month-on-month.

The free opening of more party and government agencies and public spaces has made the "people-centered" tourism development concept tangible. Following Yangzhou, Lishui and Handan, Nanjing, Wuxi, Suzhou, Hangzhou, Quzhou, Xiamen, Xi'an, Shangluo, Hefei, Bengbu and many other places have announced the opening of some government agencies and public institutions. Citizens and tourists can enter and park for free, go to the toilet, and some can even experience dining. Yancheng City has opened 272 internal parking lots and 18,376 parking spaces of party and government agencies to the public for free. Starting from the Spring Festival in 2024, Lijiang City's government agencies, enterprises and institutions will begin to open parking spaces to the public for free during holidays and weekends. The Shucheng County Party Committee Compound in Anhui Province is called "easier to enter and exit than your own courtyard" by tourists. No door card is required for entry and exit, no parking fee is required, and the canteen of the agency can be shared. The canteen of the government agency in Hongcun Town, Yi County, Huangshan City is open to all tourists. Five dishes and one soup cost only 10 yuan, and free parking service is also provided. The canteen of Dunhuang municipal government agencies offers tourists a 20-yuan buffet with 18 dishes, which is very popular among tourists.

A world-class tourist destination does not necessarily have to have many world natural and cultural heritage sites, nor does it necessarily have to be scored high by experts based on any criteria, but it must have openness, tolerance, sharing, sincerity, kindness and warmth that tourists can feel. The museum built by the Shanghai Municipal Government is open to the public for free, has delayed closing time and no longer requires reservations. The Olympic Forest Park in Beijing has removed its fences. The official residence of Zhang Zuoxiang in the Republic of China Memory Series in Jilin City is open to the public for free. Guangzhou announced that a number of cultural and leisure spaces such as the "Little Waist", Guangdong Customs, Yongqingfang, New Cultural Center, Haizhu Lake Park, Liuhua Lake Park, Beijing Road, and the Big Buddha Ancient Temple are free to enter. Shenzhen has promulgated and implemented the "Shenzhen Special Economic Zone Park Regulations" in the form of local legislation for the first time. Parks are not allowed to sell tickets unless approved by the municipal and district governments. This is an institutional innovation that deserves attention and should be recorded in the history of urban tourism development. It announced that the People's Park built in the name of the people can be freely entered by citizens and tourists, rather than implementing a variety of exemptions for specific personnel, and marketing in the name of preferential treatment. While more and more cities are opening parks for free, they are also aware of the strong cultural flavor, fireworks and sense of participation. Beijing Taoranting Park has opened the "One City, One Item, One Story Winter Farm Market", where tourists and citizens truly experienced "garden fairs, markets, ice and snow tourism, and more joy" during the Spring Festival holiday. From tourist cities that utilize heritage and separate hosts and guests to urban tourism that attracts people from near and far and hosts and guests share, only when citizens truly identify with and love their cities can visiting tourists feel safe, have quality and gain. During the Spring Festival of the Year of the Snake, citizens and tourists can experience culture, visit temple fairs and markets, shop and dine in more open spaces, and even allow a certain range and a certain degree of disorder. This is what life should be like.

03

Travel speed: farther, faster, freer

Tourists travel further during the Spring Festival holiday. Airlines, airports, general aviation, low-altitude aircraft, railway companies, high-speed rail stations, as well as shipping companies such as offshore, rivers, and lakes are strategically entering the tourism industry with a more positive attitude, bringing unlimited possibilities for the integrated development of "tourism +" and "+ tourism" for tourists to go to farther places. From the start of construction of the first expressway, Shenda Expressway, in 1985, to the opening of expressways with a mileage of 198,000 kilometers in 2024, the development achievements of highway passenger transport in the past 30 years have greatly changed the way people travel. The average travel radius of tourists nationwide is 233.10 kilometers, an increase of 2.3% year-on-year; the average recreational radius of tourist destinations is 20.72 kilometers, an increase of 34.7% year-on-year. Tourists also stay longer at their destinations, with 69.6% of tourists traveling for more than 2 days, an increase of 2.5 percentage points year-on-year.

Figure 3: Domestic travel radius and recreation radius during the 2025 Spring Festival

Tourists travel faster during the Spring Festival holiday. During the holiday, the proportion of tourists who traveled by plane, high-speed rail and self-driving was 82.5%, an increase of 8.1 percentage points year-on-year. "Landing + self-driving" has become an important travel mode for inter-provincial tourists. The proportion of inter-provincial tourists who chose to travel by plane and high-speed rail was 57.0%, of which 24.2% of tourists who traveled by plane rented a car after landing. According to the booking data of relevant platforms, the number of domestic car rental bookings during the Spring Festival increased by nearly 40% year-on-year, and the per capita car rental consumption and per capita car rental days increased significantly. Plane + self-driving, high-speed rail + self-driving, and travel + self-driving have become new travel methods favored by tourists. The main cities for picking up and returning cars in other places include Sanya, Dali, Lijiang, Haikou, Harbin, Guangzhou, Shenzhen, Chengdu, Xiamen, Fuzhou, Quanzhou, Kunming, Nanning, etc. The longest journey includes 5056 kilometers from Kashgar to Hangzhou and 4280 kilometers from Harbin to Sanya. The car rental travel mode has greatly extended the holiday tourism consumption chain, and also indicates that car rental companies such as Hello, eHi, and Shenzhou, and third-party car rental platforms such as Fliggy, Ctrip, and Didi will usher in new opportunities in market investment, technology application, and business model creation, as well as strategic games in a brand-new track.

Tourists travel more freely during the Spring Festival holiday. The coverage rate of charging piles in highway service areas across the country exceeds 98%, and the mileage anxiety of driving new energy vehicles for travel has been alleviated, and the waiting time for charging has been significantly reduced. In order to ensure the smooth travel of tourists, the Ministry of Transport has developed the "e-Road Smoothness" applet to facilitate users to obtain information such as nearby charging stations, and the freedom of driving and traveling has been significantly increased. During the holiday, 51.6% of tourists drove themselves, and the recreational activity of tourists at the destination increased significantly. The average recreational radius reached 20.72 kilometers, a significant increase of 34.7% over the same period last year. When travel, leisure and vacation are no longer low-frequency consumption with careful decision-making, but become daily life like ordering takeout, shopping and watching movies, a tourism power naturally has a solid market foundation. The multiple trips of urban and rural residents during the holidays have also spawned new forms of "micro-tourism and light vacation" travel and leisure in urban agglomerations such as Beijing-Tianjin-Hebei, Yangtze River Delta and Pearl River Delta.

04

Tourism flow: art sinking, technology empowering, tourism upward

Culture, art and technology are reshaping tourism experience and consumption scenarios at an obvious speed. Tianjin Northern Performing Arts Group has performed the classic play "Sunrise" by drama master Cao Yu in the "City Theater" in front of the former site of Huizhong Hotel in Heping District, allowing thousands of tourists to immerse themselves in the historical and cultural heritage and contemporary urban style. Beijing Expo International Tourism Resort, Guangzhou "Little Waist", Wuxi Nianhua Bay, Shanghai Yuyuan Cyber ​​​​Shanhaijing, Xi'an Chang'an Metaverse Lantern Festival, Chengdu Xinjin Flower Dance New Year Lantern Festival, Nanchang "Dreaming Tengwang Pavilion", Enshi Grand Canyon "Robot Dog and Lion Dance" and other tourist attractions and resorts, respectively, use light and shadow technology, virtual reality, electronic fireworks, and drone performances to create fashionable scenes for traditional tourist spaces. Shenzhen sent robots to follow the police on street patrols, which filled the sense of technology, security and experience of urban tourism. The Shanghai Museum held the "Party of the Gods - A Wonderful New Year's Night of the Ancient Egyptian Civilization Exhibition" and the "Dialogue with Leonardo da Vinci: A Special Exhibition of the Renaissance and Oriental Aesthetics". Visitors and audiences celebrated the Cultural New Year in the museum wearing Hanfu or Renaissance costumes, opening up a sample of the "accessibility and inclusiveness" of museums in the new era that could be shared by both hosts and guests.

During the festival, tens of thousands of tourists flocked to Tiananmen Square every day to watch the flag-raising ceremony, and watched the five-star red flag rise slowly with deep affection in the majestic national anthem. More cities, memorial halls, revolutionary sites and tourist attractions carrying the red gene have carried out profound and bright cultural activities to comfort the martyrs. Jinggangshan has released 8 red tourism boutique routes, and red scenic spots such as the Octagonal Building are crowded with people, and the immersive experience is out of the circle. The "New Year in Yan'an", which focuses on red culture, has promoted the popularity of revolutionary holy places, revolutionary memorial halls and red tourist attractions. From the first to the fifteenth day of the first lunar month, two "follow the group leader to fight the county town" events every day in the Red Sister Hometown Tourist Area in Linyi, Shandong, brought tourists a super-burning red experience. The heroic city of Nanchang opened 90% of the Tengwang Pavilion Scenic Area for free, and held the "Yuzhang Spring Fireworks" 2025 Spring Festival Fireworks Gala on both sides of the Ganjiang River. The fireworks in Changsha City lasted for half an hour on New Year's Eve, which embodied the poetic beauty of thousands of lights and stars in the city. During the Spring Festival journey of the Year of the Snake, the majority of tourists cultivated their feelings of family, country and the world, and saw the peace and prosperity of the country brought about by the hard work and bloodshed of their ancestors.

During the Spring Festival of the Year of the Snake, more excellent traditional cultures represented by intangible cultural heritage, folk customs and folk art "broke the circle" and became a flourishing flower shared by hosts and guests. Guangzhou's flower markets have been opened in the pedestrian streets of Panyu, Tianhe, Yuexiu, Liwan, Baiyun, Haizhu, Huangpu, Huadu and Nansha districts since the day of the Southern New Year. The fragrance of flowers in the city is so refreshing that it permeates the fireworks of the night market, lingers in the moonlight in the city, and blooms all the way among the crowds. Xiamen held the "Cross-Strait Spring Festival Fireworks Gala" on Huangcuo Beach on the evening of the first day of the first lunar month, and held a New Year street show on Zhongshan Road, building multiple cultural spaces for tourists that integrate classics and fashion. Those cultures that carry historical memories and integrate into current life will surely be able to be creatively inherited and innovatively developed with the integration, recognition and attention of more and more young people. Over the years, the reason why "Southern Yingge and Northern Yaogu" have broken out of the circle is that their lively dance and music show a China that is full of vitality and vigor, effectively enhancing cultural self-confidence and national cohesion.

From "pleasing others" to "pleasing oneself", Spring Festival tourism presents more "emotional consumption" characteristics. Emotional release has become a key factor affecting the travel decisions of the post-95s and post-00s, and is also an important engine for market diversion and consumption growth. They pay more attention to self-needs, experience and cost-effectiveness. Public cultural spaces represented by museums should guide tourists to pay more attention to cultural experience rather than just punching in and taking pictures. 91.4% of tourists believe that traveling during the holidays helps to generate positive emotions. Among them, tourists who believe that traveling during the holidays "helps maintain close relationships" and "can feel a little more relaxed" rank first and second, accounting for 26.1% and 20.7% respectively, and another 16.8% of tourists clearly stated that "the mentality will be more positive" after traveling.

05

Tourism governance: rule of law, humanities and technology

Tourist destinations have more means to regulate holiday passenger flow, and the market order is more relaxed. While popular cities such as Harbin continue to mobilize administrative and social forces to pamper tourists in various ways, they also emphasize building social consensus and incorporating tourism market governance into the legal system. Sanya continues to implement price limits for Spring Festival tourism rooms, requiring "not higher than the highest price level during the Spring Festival in the past two years." Before the holiday, the Changzhou Municipal Market Supervision Bureau issued a "Reminder on Regulating Market Price Behavior during the Spring Festival", requiring all operators to strictly implement the "Price Law of the People's Republic of China" and "Regulations on Clearly Marking Prices and Prohibiting Price Fraud." During the Spring Festival, tourist satisfaction was 79.2, an increase of 2.6 percentage points over the same period last year, exceeding pre-holiday expectations. Strengthen the party's overall leadership over tourism work, adhere to the contemporary tourism development concept of people-centeredness, and form a new pattern of holiday tourism work with the rule of law and the development of tourism. There were no major tourism-related public opinions during the holidays, which maximized the protection of the people's right to travel and achieved the development goal of satisfying and benefiting the people.

In response to the demand for independent, self-help and free travel, travel agencies and online travel agents have launched "boutique small package tours", which are favored by the Spring Festival tourism market. The tourism department is focusing on some short video, online car-hailing and local life service platforms that do not have the qualifications to operate tourism business. They use the names of "individual tourists in groups", "customized travel" and "personalized travel companions" to illegally recruit, subcontract, force transactions, induce consumption, reduce service quality, infringe on tourists' rights and interests, threaten tourists' safety, and even collide with cultural security and ideological red lines.

Tourists' consumption has evolved from during the trip to before the trip and then to the short-term, and from traditional landscapes to travel life. During the holidays, pre-trip purchases of holiday gifts, travel equipment, meals, entertainment products, and refueling, car beauty and maintenance before the trip accounted for more than 20% of the total travel expenses, reaching 20.4%. During the holidays, more than 51.3% of tourists stayed in non-commercial accommodation facilities such as their own holiday homes, relatives and friends' homes, and more and more travel expenses flowed to areas other than food, accommodation, travel, shopping and entertainment. These changes have put forward higher requirements for the modernization of infrastructure, public services and business environment of urban and rural tourist destinations, and for the service quality of self-guided tours, free travel, self-driving tours and tourists. Hangzhou has promoted the reform of the "easy travel" luggage service, and took the lead in launching the pilot service of "delivery to the station" for luggage in the country, so that tourists can be "hands-off shopkeepers" whether they are catching trains, staying in hotels, or visiting scenic spots. This is an innovative case of urban tourism worth promoting. I believe that more and more cities will join the construction of individual traveler-friendly tourist destinations, so that free travel is fearless and self-guided travel is worry-free.

Author | Dai Bin Editor | Liu Xin Source | China Tourism Academy (Data Center of the Ministry of Culture and Tourism) Please indicate the author and source for reprinting