Traveling during Spring Festival in China
Thanks to urbanization and modernization, a new trend of “going out to see the world” has emerged among Chinese consumers. The traditional family reunion and celebration of Chinese New Year is no longer restricted to a designated hometown. More and more people choose online booking services, like Trip.com, to arrange a family trip before New Year’s Eve. In 2023, around 308 million Chinese made a domestic trip during the holiday break. Along with a rising individual income, there would be more people opting for a journey during Spring Festival.
China’s tourism industry
Tourism plays an important role in China’s domestic economy. In 2019, the travel industry in the country generated over 6.6 trillion yuan. Pre-pandemic, China was one of the fastest growing inbound and outbound travel markets in the world. Chinese tourists were making over a hundred million outbound journeys per year, spending the most on international tourism compared to other countries. It was mainly Asian countries reaping the benefits of this lucrative market, however Europe could be the next top destination continent with its growing popularity among high-end Chinese travelers.