The new year brings promising signs for the tourism sector as the 2025 Spring Festival approaches. According to reports, the booking peak for the Chinese New Year holiday is already underway, with platforms like Ctrip and Tongcheng noting significant surges in inquiries for flights during the festival period. Data from Qu Na'er shows, as of mid-December 2024, international flight and hotel bookings for the Spring Festival have doubled compared to the previous year. This surge has instilled optimism for the tourism market, reflecting strong potential for 2025.
Looking back at 2024, this year marked significant milestones for tourism development in China. The National Tourism Development Conference convened on May 17, where President Xi Jinping emphasized the importance of building China as a strong tourism nation and promoting high-quality tourism development, outlining specific strategies for achieving these goals. Throughout the year, regions across the country made strides integrating cultural and tourism efforts, yielding innovative products and experiences. By the third quarter of 2024, nearly 4.3 billion domestic trips demonstrated the sector’s capacity to stimulate demand and create enjoyable experiences for citizens.
Visitor interest surged for inbound travel as well, with inbound tourism reports from January to September showing 94.6 million international visitors, marking an impressive year-on-year increase of 78.8%. This surge not only reflects the growing allure of China as a travel destination but also serves as evidence of the resilience and cultural confidence of the Chinese tourism industry. Outbound travel similarly showed signs of recovery, nearing pre-pandemic levels and showcasing the desire of Chinese tourists to explore more corners of the globe.
Anticipation continues to build for the New Year’s holiday. A recent article published by Xinhua reported substantial increases in searches for key terms such as "skiing", "ice and snow", and "hot springs" during December 2024, indicating vibrant demand for winter tourism experiences. Various destinations reported notable spikes, with popular skiing resorts seeing significant growth in both visitors and revenue as travelers seek seasonal enjoyment.
Ahead of the holiday, local governments are working diligently to encourage travel. The Ministry of Culture and Tourism recently emphasized their commitment to increasing the provision of high-quality travel products, thereby elevting services for holidaymakers. Currently, more than 250 curated rural tourism routes and 12 national ice and snow tourism circuits have been developed to meet the diverse needs of modern travelers.
During the 2025 Spring Festival, excitement builds around the expansion of holiday travel options, especially with recent policies favoring foreign tourists visiting China. Notably, during the Spring Festival holiday, the number of inbound travel bookings by foreign tourists is projected to increase by 203% compared to the previous year, with major sources of visitors coming from countries like South Korea, Malaysia, and the United States.
Regional policies are contributing to this growth. For example, popular cities such as Beijing, Shanghai, and Chengdu are becoming key destinations for international visitors. Similarly, as part of the campaign to celebrate and promote cultural heritage, small yet charming towns like Langzhong and Datong are witnessing surges in interest for their unique offerings during the New Year’s festivities.
Outbound travel trends are also encouraging. Popular destinations for Chinese tourists during the Spring Festival include Japan, Hong Kong, and Thailand, illustrating the revival of global travel enthusiasm. The recent adjustment of policies, including visa facilitation for travelers, is anticipated to spur more extensive travel networks and cross-border tourism offers.
This year also sees unique offerings attracting tourists, particularly families, with about 80% of outbound travelers expected to be traveling with children. Affection for cruises and themed cultural tours resonates, noticeable by the threefold increase of cruise bookings over the last year during the Spring Festival period.
Frontline reports highlight the rapid pace of border crossing at major access points such as the Manzhouli checkpoint. Efficient operations and elevated service standards are expected to optimize experiences for international tourists arriving for the holiday, thanks to preemptive measures to streamline processing times and facilitate smoother travel experiences.
Overall, tourism across China and beyond appears primed for growth heading toward 2025, reiteratively serving as not only an economic stimulus but also fostering cultural exchanges and global connectivity. With various travel sectors embracing innovation and sustainable practices, the forecast sets optimistic benchmarks for future growth.
Indeed, 2025 will serve as a pivotal year—the final chapter of the 14th Five-Year Plan—in establishing China as a premier tourism powerhouse, enticing travelers with newfound experiences and unrivaled accessibility. The concerted efforts from both governmental agencies and industry players aim to cultivate richer, more diverse tourism experiences, encouraging unity and cultural appreciation among global travelers.