With the 2025 Spring Festival just around the corner, travel and accommodation bookings are seeing unprecedented growth as both domestic and international tourists prepare to celebrate the Lunar New Year. According to several sources, including the recently released report from Tujia Homestay, bookings for popular cities are up significantly compared to previous years.
On January 15, Tujia released its 2025 Spring Festival Homestay Travel Forecast Report, noting a remarkable 20% increase in early bookings for Chinese homestays as of January 14, compared to the same period last year. This year marks the first “Intangible Cultural Heritage Spring Festival,” prompting more tourists to opt for traditional and cultural experiences, particularly through accommodation options offering homely, authentic settings.
Notably, the influence of foreign travelers is on the rise; Tujia reported a whopping 230% increase in homestay bookings from non-Chinese passport holders during the Spring Festival period. This reveals a growing trend where international tourists seek to immerse themselves deeply within Chinese customs and traditions during this festive time.
Cultural tourism is also spotlighted this year, as many visitors are seeking destinations rich with traditional activities. Famous for its unique customs, cities like Shantou have seen significant interest, with homestay bookings soaring by 60%, marking its entry among the nation’s top five destinations. Visitors can enjoy various intangible cultural heritage performances, such as lion dances and traditional drum displays, which are now integral to experiencing the local flavor.
Other cities have also reported impressive booking statistics. Harbin, known for its winter wonderland, has seen demand for homestays increase by 50%, making it the second most popular destination during the Spring Festival. Visitors will flock to the vibrant Harbin Central Street, which is among the country’s top five busiest commercial areas for accommodations.
Comparative data highlights the immense growth across cities; Changchun has seen bookings double, Jilin City bookings increase by 80%, and Shenyang witnessing growth of 50%. The rise of homestay bookings matches the continued popularity of snow sports and winter tourism, drawing more people seeking outdoor winter activities.
With consumers eager to celebrate, festive shopping has drastically picked up across the country as well. A report from Tianshan Net stated how shopping malls and local businesses are strategizing promotional activities to stimulate pre-festival consumption. This includes creating vibrant marketplaces filled with items such as traditional delicacies and festive decorations.
Local residents are partaking actively as well. Shoppers are flocking to markets, as seen on January 15, where one shopper, Zhang Xiaoyi, was seen filling her cart with various traditional New Year's goods: “I’m preparing for the festival with treats for friends and family, plus decorative items to bring the holiday spirit home,” she mentioned.
The government is also playing its part to promote consumer spending, with incentives such as trade-in programs for vehicles set to encourage broader spending patterns. New car promotions and discounts have been launching, aimed squarely at ensuring families can welcome the New Year in style.
For the restaurant industry, the year-end dining celebrations have shown extraordinary activity, with platforms like Meituan seeing over three times the inquiry rate year-on-year for traditional reunion dinners. Well-established restaurant brands are already booked solid for the holiday period, highlighting the cultural significance of sharing these meals.
On the travel front, increasing popularity for winter sports is transforming snowy landscapes like those of Xinjiang and Harbin. Between skiing, hot springs, and winter festivals, there are myriad options for families to enjoy the festive season filled with extreme winter experiences. Recent estimates project up to 30% increase in visitor numbers for the 2024-2025 snow season.
Foreign tourists’ interests have shifted as well; the demand for homestays accessible to non-Chinese visitors has led to 30% growth of homestays marked as “foreigner-friendly” on platforms. Cities such as Guangzhou, Beijing, and Shanghai are leading the pack for international visitors, with offerings like traditional meals and bespoke cultural experiences attracting attention.
One noteworthy trend involves the unique experiences offered at places like Longquan Creek Head Village, where foreign guests can learn about ancient ceramics and participate directly in artisan workshops. The fusion of learning and cultural appreciation is becoming increasingly popular among international guests, reflecting the broader interest to engage more meaningfully with Chinese traditions.
Overall, as the Spring Festival approaches, the increase of early travel and accommodation bookings paints a picture of not just economic vitality but also the eagerness of individuals to connect with cultural legacies. The excitement surrounding the upcoming festival promises to fill homes, streets, and hearts with joy and renewed spirit.