With the Lunar New Year celebrations winding down, international travel is experiencing a noticeable surge, especially among Chinese travelers. This increase can be attributed to falling flight and accommodation prices, enticing vacationers eager to embrace off-peak travel options. Data from Meituan Travel reveals a remarkable 24% increase in travel orders since February 5, alongside a staggering 295% rise in searches for "intangible cultural heritage experiences," which are rapidly gaining popularity among younger tourists.
Traditional hotspots such as Dali, Fujian, and Shantou are becoming increasingly appealing for cultural tourism, with Meituan highlighting vibrant activities like dyeing experiences being particularly favored by travelers aged 25 to 30. According to local business owners, the trend indicates a shift from mere souvenir purchases to immersive cultural experiences, with visitors now wanting to actively participate rather than passively consume.
A significant report released by Airbnb China on February 24 also spotlighted the spring travel trends among Chinese outbound tourists. With the upcoming Qingming Festival marking one of the first high travel seasons of the year, there is nearly double the interest compared to last year. Top destinations like Japan, Thailand, and South Korea emerged as leading choices, driven mainly by the cherry blossom season. Japan remains the favored location, with its tourism seemingly poised to dominate, capturing search volume nearly five times more than its closest rival.
Travel indications show skyrocketing interest among Chinese users for Japanese travel, with accommodation searches surging 2.5 times more than last year’s figures during this blooming season. Popular cities Tokyo, Osaka, and Kyoto have been leading the searches as tourists look to partake not only in stunning views but also localized cherry blossom experiences off the beaten path. Areas like Sapporo and Fukuoka are seeing extraordinary growth, with Fukuoka recording search interest increase five times over.
Meanwhile, European destinations are also capturing the attention of Chinese travelers, many of whom seek diverse and lesser-known locales. Significant increases are noted across Scandinavia, Southern Europe, and at charming sites like Brashov, Romania. Events promoting artistic exhibitions and cultural festivals are fuelling this interest, transforming travel preferences to more culturally immersive experiences rather than just sightseeing.
Reports indicate the strong influence of cultural events on travel, as many are planning trips around music festivals and art shows. For example, the anticipated Setouchi International Art Festival, making its return after four years, has led to exceptional search trends for accommodations climbing up to 80 times their regular rate for areas surrounding Takamatsu.
Similarly, as Chinese youth culture leans toward exploring vibrant experiences, the demand for travel packages catering to local heritage and community interactions is evident. The Meituan Travel platform features numerous group travel offers centered on invaluable cultural interactions such as Shantou's traditional dancing and the culinary delights of Yunnan.
Adding to the excitement, some reports indicate substantial growth for Vietnamese tourism, where searches for travel information have increased by 15% to 30% from late last year to now. American travelers show the most interest, with traditional tourist hubs across the country—Ho Chi Minh City's vibrant streets and Hanoi's historic landmarks—catering to increasing visitor numbers.
During this travel resurgence, notable cities like Zhangjiajie and Zhangjiajie National Forest Park are braced for brisk ticket sales as they showcase natural splendors alongside the cultural richness of various traditional events during this peak season.
Overall, the post-holiday rush is not merely about travel logistics, but about genuinely engaging with local cultures and traditions, as travelers prioritize experiences rather than material souvenirs. High volumes of reservations and searches show travelers are eager to explore not just destinations but new ways to connect with the broader world around them.
Given all this new data, one thing is for certain: the travel industry is ready for growth, as changing dynamics push more and more individuals to seek meaningful adventures beyond just typical tourist attractions.