With the Lunar New Year celebrations in full-swing, Alibaba Group’s online travel platform Fliggy released its key insights regarding seasonal travel for this year among the Chinese.
Cultural tourism came to the fore as UNESCO recognized this year’s Lunar New Year / Spring Festival celebrations among its Intangible Cultural Heritage of Humanity.
Experiential tourism focused on cultural experiences rose by around 40 percent compared to last year, with travelers seeking trips to heritage sites or immersive activities.
There was also a 36 percent increase in tickets purchased for folk performances, half of which were booked by families or friend groups.
Speaking of family, most Chinese travelers opted for outings celebrating cultural heritage. Among the most popular seasonal activities were attending lantern festivals and temple fairs, wearing traditional attire, rice cake making, and firework displays.

Longer Leaves = More Holiday Time

Fliggy noted that many travelers extended their holiday trips due to more favorable leave policies that allowed an extra two days off for an 11-day holiday.
This led to a ten percent increase in per capita spending and an average stay increase of around five percent.
It was influenced further by highway toll exemptions, prompting more self-driving trips and chartered tours during the holiday.

Top Travel Spots

Destinations highly coveted during the Lunar New Year include Shanghai, Beijing, Guangzhou, Hangzhou, Chengdu, Shenzhen, Chongqing, Xi’an, Nanjing, and Wuhan.
Cities like Jingdezhen, Zhaoqing, and Huangshan are experiencing rapid visitor growth.
For international trips, favored destinations included Hong Kong, Macau, East Asia, and Southeast Asia, with rising interest in Hungary, Norway, Saudi Arabia, Iceland, and Austria.