The 2025 Spring Festival travel rush, known as Chunyun in Chinese, concluded on Saturday with unprecedented numbers. Over 40 days, an estimated nine billion trips were made across the country, marking the highest passenger volume in China’s history.
Unprecedented Mobility
This year’s travel demand soared to new heights. Railways and airlines experienced passenger numbers that shattered previous records, while maritime travel also reached new milestones with over 500 million domestic trips. These figures underscore the expanding reach of China’s transportation networks and the growing mobility of its people.
Holiday Extension Spurs Tourism
An extended eight-day holiday sparked a surge in both domestic and international tourism. With an extra day added to the official holiday, many took the opportunity to combine family reunions with travel adventures. Fang Ying, a resident of Lanzhou in Gansu Province, shared her excitement: “The longer holiday gave me the chance to visit my family and take a skiing trip to Japan.”
Economic Boost Reflects Vibrant Growth
The travel surge had a powerful impact on the economy. The Ministry of Culture and Tourism reported a 5.9% year-on-year increase in the domestic tourism market, with 501 million trips made during the holiday period from January 28 to February 4. Total spending on domestic tourism reached 677 billion yuan (approximately $93.4 billion), a 7% increase from the previous year and a significant 31.7% jump from 2019. These numbers highlight the enduring vitality of China’s tourism sector.
Cultural Experiences in the Spotlight
Traditional activities and cultural experiences drew significant interest. Following the inclusion of the Spring Festival in UNESCO’s Representative List of the Intangible Cultural Heritage of Humanity, visitors flocked to ancient architectural sites, cultural festivals, and local craft exhibitions. Events like Quanzhou’s puppet shows, Shantou’s Yingge dance, and the Yuyuan Garden Lantern Festival in Shanghai became must-see attractions for both locals and tourists.
Entertainment Industry Thrives
The entertainment sector experienced a boom during the Spring Festival. Blockbuster films like “Ne Zha 2” provided a major boost to the film industry. By February 16, China’s 2025 film market had surpassed 20 billion yuan in box office revenue, setting a new record for the fastest box office milestone in the nation’s cinema history. By February 21, China’s film market had overtaken North America, temporarily becoming the world’s top single-market box office.
This surge is attributed to advancements in film technology, including special effects, 3D, and IMAX formats, which have enhanced the movie-going experience. As incomes rise, the demand for high-quality entertainment is expected to fuel further growth both domestically and internationally.
Cultural Influence Extends Beyond Films
Films like “Ne Zha 2” have sparked cultural and commercial initiatives. The movie’s popularity led to tourism activities such as the “Ne Zha Cultural One-Day Tour” in Jiangyou City, Sichuan Province, and immersive virtual reality experiences in Jiangxi’s scenic areas. Local businesses have tapped into the film’s success by offering themed experiences and merchandise, boosting regional economies.
The entertainment industry’s impact extends to tourism destinations. Popular media has driven interest in various regions; for instance, the TV series “My Altay” spurred a tourism boom in Xinjiang’s Altay region, while the game “Black Myth: Wukong” increased interest in Shanxi Province.
Data indicates that the spillover effect of “Ne Zha 2” is particularly notable. According to Tongcheng Travel, hotel search volumes near cinemas nationwide increased more than fivefold from February 14 to 16 compared to previous weeks, driven by Valentine’s Day. In Yibin City’s Cuiping District, home to Ne Zha-themed attractions, hotel bookings rose by over 40%. Similarly, Tianjin’s Hexi District saw hotel bookings increase by nearly 30%.
