China’s tourism sector has experienced a remarkable surge during the 2024 Spring Festival holidays, with domestic tourist trips expected to exceed six billion and inbound and outbound trips surpassing 260 million, according to data from the China Tourism Academy. This report provides an overview of the key trends and developments in China’s tourism industry during this period.
Last year witnessed a significant rebound in China’s tourism economy, with the number of domestic tourists and income more than doubling year-on-year, reaching over 80 percent of pre-pandemic levels. This upward trend has continued into 2024, particularly during the eight-day Spring Festival holidays. Chinese travel platform Qunar reported a record surge in tourism, driven by an extended holiday period and a desire for family reunions followed by leisure travel.
Air ticket bookings during the Spring Festival holidays surged, particularly from the second day onwards, with a notable increase of 60 percent compared to the previous year. The top domestic destinations included Beijing, Chengdu, Shanghai, Guangzhou, and Shenzhen. Notably, air ticket prices remained relatively stable, with affordable options available for popular routes such as Beijing to Taiyuan and Shanghai to Qingdao.
The travel boom during the Spring Festival holidays also spurred a significant increase in hotel bookings, particularly in major cities like Beijing, Shanghai, Guangzhou, and Shenzhen. Additionally, festive attractions such as the Palace Museum in Beijing and the Terracotta Warriors in Xi’an witnessed a surge in ticket bookings, reflecting heightened interest in cultural and historical tourism experiences.
Lantern festivals across China, including the Qinhuai River Lantern Festival in Nanjing and the Yuyuan Garden Lantern Festival in Shanghai, experienced a surge in bookings, indicating growing enthusiasm for traditional celebrations. Furthermore, outbound travel saw a notable increase, with Thailand, Japan, and Hong Kong SAR ranking as the top destinations. Visa-free policies for Chinese tourists in countries like Thailand, Malaysia, and Singapore contributed to the rise in international travel.
The Greater Bay Area, encompassing cities like Zhuhai, experienced a significant uptick in cross-border passenger flow, with a notable 93.8 percent year-on-year increase at Zhuhai Hengqin Port. This surge reflects the growing popularity of the region as a tourism destination and the success of cross-border initiatives.
The surge in tourism during the 2024 Spring Festival holidays highlights China’s resilience and recovery in the aftermath of the pandemic. With domestic trips expected to exceed six billion and international travel rebounding, the tourism sector is poised for continued growth in the coming year. As China’s economy continues to reopen and international travel restrictions ease, the outlook for the tourism industry remains optimistic.
