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In 2025, around *** million Chinese tourists took a domestic trip during the Chinese New Year holiday in January and February. This showed an almost *** percent increase in the number of travelers compared to the previous year.

The new year wanderlust

Lunar New Year in China is a time when families gather to relax and celebrate in their hometown. In the last few years before the COVID-19 pandemic, a new trend of “going out to see the world” has emerged among Chinese consumers. Instead of visiting relatives and friends, more people are eager to explore new places and experience new cultural thrills. Part of the growth is attributed to a rising disposable income, along with rapid economic progression in the country. In 2023, China’s GDP per capita amounted to nearly * U.S. dollars, more than a double in a decade.

The travel bucket list

 Sightseeing in Chinese cities is particularly popular during the Spring Festival holiday. The most sought-after options include the warm southern cities, as well as northern snow and ice destinations. Before the pandemic, Sanya and Yunnan were the leading domestic destinations among Chinese high-end travelers during the season. When it comes to outbound travel, New Zealand, Vietnam, and Philippines were the Chinese tourist hot spots, mainly attributed to the warmer weather in these countries.