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Dai Bin: Special Commentary on the Spring Festival Holiday Tourism Market in 2025

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2025-02-08

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Author | Dai Bin

Editor-in-chief | Yang Ming

Editor | Jing Xiangyuan

Come Source | China Tourism Academy

According to the official website of the Ministry of Culture and Tourism, the 2025 Spring Festival holiday lasted for eight days, with 501 million domestic tourist trips, a year-on-year increase of 5.9%. Total domestic tourism spending reached 677.002 billion yuan, a year-on-year increase of 7.0%. The tourism market was prosperous, innovative, high-quality, and orderly, with multiple indicators reaching record highs. Whether it was the folk customs experience in the icy and snowy regions, the leisure vacation on sunny beaches, or the joyous Spring Festival reunion, the flourishing Spring Festival holiday laid the market foundation for the tourism economy to start strong and maintain momentum throughout the year, effectively boosting confidence in the construction and high-quality development of a strong tourism nation.

Tourism Traffic: No Tourism, No New Year

From "New Year tourism" to "tourism for the New Year," family reunion and cherishing family bonds have always been the eternal theme of the Spring Festival holiday. The eight-day Spring Festival holiday began on January 28th, New Year's Eve, but the peak passenger flow arrived a whole week earlier. Major car rental platforms all saw booking peaks from January 21st to January 27th. Looking down from the night sky at the expressways in Jiangsu, Zhejiang, Shanghai, and Anhui, the scene truly embodied the prosperity described in the line "Carriages flow like water, horses like dragons, flowers and moon in the spring breeze." According to the official news from the Ministry of Transport, on January 27th, the total number of cross-regional personnel flows across the country reached 258.802 million, with railway and civil aviation transportation increasing by 7.5% and 2.67% year-on-year respectively, meaning that many long-distance tourists were already on the road before the official holiday. The number of domestic tourist trips on the day before the official holiday was 59.0437 million, with total tourism spending reaching 76.13 billion yuan. With the support of encouraging policies, some employees formed an 11-day long holiday by combining their leave, making it convenient for both family reunions and tourism. In the past, people would have New Year's Eve dinner, stay up late, pay New Year's calls, and then go out for tourism. Now, more and more people choose to book hotels, homestays, and New Year's Eve dinners in advance, accompanying their parents and children in destination cities and villages, experiencing local cultural heritage, and enjoying cultural and entertainment activities. On the first and second days of the Spring Festival holiday, the number of domestic tourist trips nationwide reached 77.5831 million and 88.0275 million respectively, meaning that 5.51% of people chose to travel on New Year's Eve, and 5.94% chose to travel on the first day of the new year. Affected by tourists traveling in advance, the peak of holiday tourism shifted to the third day of the Spring Festival holiday, that is, the second day of the new year, with 94.5912 million trips that day and tourism spending of 138.444 billion yuan. Long-distance tourists began returning from the third day of the new year onwards, but secondary trips and staggered trips continued the heat of holiday tourism, with daily and total tourist trips continuously setting record highs.

Figure 1: 2019-2025 Spring Festival Holiday

Domestic Tourist Trips and Total Spending

Tourism is a product of the market economy, capable of promoting consumption and driving economic growth. Tourism is also a goal of social development, and it is a better life that should be enjoyed by rural residents and urban middle- and low-income groups. Whether it is the countryside where one can see mountains, water, and remember one's hometown, or the city with theaters, museums, and infinite possibilities; whether it is at home, in one's hometown, far away, or on a self-driving trip, the time-space scene of family reunion is constantly evolving, but what will never change is the affection ingrained in our blood, and the warmth in the eyes of wanderers looking at their parents, lovers, and children. During the holiday, the number of rural residents traveling reached 123 million, with an average of 0.27 trips per person, a year-on-year increase of 7.9%, accounting for 24.6% of the total number of domestic tourists. The downward trend in the market is obvious, and the practical significance of implementing inclusive tourism is even more significant. In the process of modernization where material civilization and spiritual civilization are coordinated, we must never ignore people while focusing on money and material things. We must insist on taking the number of tourist trips, including rural residents, as the most important tourism statistical indicator.

"Joyful Spring Festival" Shared Globally, Inbound and Outbound Tourism Market Data Reach New Highs. Affected by the Hong Kong and Macau basic market, visa exemption policies, and convenient transportation, the grand launch of the "Joyful Spring Festival" in Malaysia and the overseas promotion of "Hello, China," coupled with the upcoming opening of the Asian Winter Games, have ushered in a new window period for high-quality development of inbound tourism. During the holiday, tourists from various countries experienced the Chinese New Year atmosphere, participating in temple fairs, lantern riddles, and intangible cultural heritage experiences, further enhancing the global influence of traditional Chinese culture. During the Spring Festival holiday, China received inbound tourists from 175 countries and regions, with 3.4321 million inbound tourists, a year-on-year increase of 6.2%. Among them, there were 699,500 foreign tourists and 2.7326 million tourists from Hong Kong, Macao, and Taiwan. South Korea, Japan, the United Kingdom, the United States, Singapore, Australia, Malaysia, Russia, Thailand, and the Philippines were the top ten inbound source countries, accounting for 65.8% of the total number of foreign tourists. The number of Chinese citizens traveling abroad reached 3.7838 million, a year-on-year increase of 5.2%, including 907,600 outbound tourists. Japan, Singapore, South Korea, the United States, Malaysia, Thailand, Vietnam, Australia, Myanmar, and Russia were among the top ten outbound tourism destinations, attracting 63.8% of outbound tourists. India, South Africa, the Dominican Republic, and Macedonia, and other more cost-effective niche overseas tourism destinations, attracted young people to "reversely celebrate the New Year abroad."

Mainstream overseas media reports on Spring Festival holiday tourism were mainly positive, generally focusing on the dynamics of the Chinese Spring Festival tourism market and its driving effect on regional economies, and holding a positive and optimistic outlook for the inbound and outbound tourism market in 2025.

Figure 2: 2022-2025 Overseas Media

Trend Chart of Reports on Chinese Spring Festival Holiday Tourism

Tourism Flow: Northward, Southward, and County Tourism

A "two-way rush" of heading north for snow and south for warmth, with a rise in popularity of hot spring and health-related tourism products. The overlapping of the 2024-2025 snow season, the Asian Winter Games, and the Spring Festival holiday has led to record-high market enthusiasm for snow tourism cities such as Harbin, Yichun, Mohe, Changchun, Jilin, Changbaishan, Zhangjiakou, Beijing Yanqing, Hulunbuir, and Altay. Heading south to escape the cold and seaside vacations remain the top choices for Spring Festival holiday travel. In the first four days of the Spring Festival holiday, the number of tourists received at Jilin City's Songhua Lake snow resort increased by 28% year-on-year, and the operating income of the Beidahu Ski Resort increased by 15.09% year-on-year. The business innovations of tourism groups have brought a snowy atmosphere to southern cities as well. The Hangzhou Xuejixing Urban Ski Center, under Zhejiang Lvtou, saw a 52% average daily increase in revenue and a 173% average daily increase in passenger flow from New Year's Eve to the sixth day of the Lunar New Year. From the start of the Spring Festival travel rush, the daily passenger throughput of Harbin Taiping Airport and Sanya Phoenix Airport both exceeded 80,000. Influenced by traditional culture such as returning home for the New Year, the characteristics of the same origin and destination for Spring Festival holiday tourism are more obvious. During the Spring Festival holiday, the top 10 provincial administrative regions in terms of tourism reception, including Sichuan, Henan, Guangdong, Jiangsu, Shandong, Hunan, Hebei, Hubei, Anhui, and Guangxi, received a total of 59.7% of domestic tourists. Guangdong, Sichuan, Shandong, Jiangsu, Henan, Hubei, Hebei, Hunan, Anhui, and Zhejiang, the top 10 provinces, produced 58.5% of domestic tourists. Excluding the four municipalities of Beijing, Shanghai, Tianjin, and Chongqing, the top 20 cities in terms of tourist reception, including Chengdu, Wuhan, Xi'an, Guangzhou, Shijiazhuang, Changsha, Harbin, Hefei, Zhengzhou, Nanjing, Hangzhou, Kunming, Suzhou, Shenzhen, Jinan, Nanning, Shenyang, Changchun, Wuxi, and Nanchang, received a total of 17.3% of domestic tourists nationwide.

Tourism scenic spots, tourism resorts, historical and cultural streets, and leisure business districts, represented by "three districts and one circle," remain the top choices for tourists during the holiday. As classic tourism spaces, high-level tourism scenic spots are still popular destinations for tourists. The average daily number of tourists at national 5A-level tourist attractions reached 11,800, basically the same as last year. The top ten tourist attractions in terms of visitor numbers include the Confucius Temple Qinhuai Scenic Area, West Lake in Hangzhou, Dali Ancient Town, Hengdian Film and Television City, Zhongshan Scenic Area, Daming Palace National Heritage Park, Lijiang Ancient Town, Mount Lu, Qingcheng Mountain Dujiangyan Scenic Area, and Tiantai Mountain. Disney, Universal Studios, Happy Valley, Haichang, Changlong, and Hengji are still the top players in theme parks and innovation leaders. A special survey of 188 sample tourism enterprises shows that 58.5% of enterprises saw the number of tourists received remain the same or increase compared to last year's holiday, with 14.4% of enterprises seeing an increase of more than 10%. Scenic spots under Nanchang Tourism Group received nearly 1 million tourists, a year-on-year increase of 380%, and comprehensive revenue exceeded 12.95 million yuan, a year-on-year increase of 2.95%.

During the holiday, 57.9% of tourists visited "three districts and one circle," including tourism scenic spots, resorts, streets, and business districts. Cultural spaces represented by museums, art galleries, cultural centers, science and technology museums, and cultural stations are also good places for holiday tourism. The architectural style and lifestyle of Shanghai residents have always been a focus of attention for tourists at home and abroad. Following the flowers of Huanghe Road and the cafes of Hengshan Road, Wukang Road is once again leading fashion trends in automobiles and clothing with its "Heirs" style. Traveling with performances, traveling with events, and more "village evenings," "village super leagues," and "village BAs" have revitalized more cities, ancient towns, and villages. With their strong fireworks atmosphere, unique culture, and high cost-effectiveness, the tourism reception and tourist spending in county-level cities and ancient towns such as Handan Guangfu Ancient City Scenic Area, Ningde City's Xiapu County, Xichang City's Jianchang Ancient City, and Weifang Judian Lake Scenic Area have significantly improved. Tianjin's Hebei District, combining the scene advantages of the "Five Avenues, Jin Street, Jiefang North Road— Tianjin Bay Square" three areas, highlights the urban, youthful, and humanistic characteristics of urban tourism, integrating 66 time-honored brands and 88 intangible cultural heritage items across the entire region to create over 100 cultural, tourism, and commercial integration activities in four categories and 23 items, greatly enriching new urban tourism scenarios and injecting new vitality into traditional culture.

Although self-service tours, self-driving tours, and independent travel have become the mainstream way for tourists to travel, travel agencies, group tours, and tourism routes have always been typical business models and are also the focus of our attention. Thanks to the joint efforts of travel agencies such as China Travel Service, Guangzhilvyou, Spring Airlines, CITS, Vision, Tianyue, and Southeast, as well as travel agents and tourism groups such as Ctrip, Qunar, Tongcheng, Mafengwo, China Longjiang, and Nanjing Tourism, themed tourism routes such as intangible cultural heritage, cultural relics, research studies, railways, and the Yangtze River have begun to return to the mass tourism market and gain recognition from the target market. The "Two Dams and One Gorge" cruise ship under the Three Gorges Tourism Group, carrying numerous intangible cultural heritage projects and national folk art festivals, successfully made its maiden voyage on the second day of the Lunar New Year from Yichang, Hubei, with seven ships setting sail.

From young people's "reverse tourism" and "substitute tourism" to the "county tourism" and "hometown tourism" of middle-aged and young people, this has increased the tourism enthusiasm of county-level central towns in lower-tier cities during the Spring Festival holiday. Anhui, Hebei, Henan, Hunan, Yunnan, and Inner Mongolia have stepped up publicity and promotion efforts to attract people returning home for the New Year. To surprise those returning home, many small and medium-sized cities and county-level central towns have carefully spruced up their urban appearance, building necessary infrastructure and improving public services. Zhongwei City implemented scenic area expansion, and Junxian County in Henan restored ancient city walls, ancient buildings, and characteristic folk projects such as stilt walking and iron flower performances. Handan City prepared a "three-child gift package" for returning tourists, students, and children, including station pick-up and drop-off, accommodation in the city, and research study tours, available for free to citizens and tourists. Li Yunxiao, the rising star of the new generation of Yue opera, returned to his hometown and sailed on East Lake, and his performance of "Jiangnan Linhai" attracted countless Generation Z to Taizhou Linhai.

In the era of the comprehensive development of mass tourism, tourism consumption is becoming more rational, and tourists are increasingly pursuing a relaxed feeling of anti-involution. The nostalgic Generation X said, "County towns are more cost-effective, and the experience is next level." Affected by this, high-end hotels are accelerating their entry into the sinking market, and more homestays are using local cultural symbols to enhance the accommodation experience. Hotels and homestays are increasingly becoming "ports," "anchorages," and "berths" that connect local life. However, it is also necessary to see the tidal effect of county-level city holiday tourism. Outgoing workers, those returning home to visit relatives, and residents visiting relatives and friends, gathering and participating in various folk activities gather quickly, travel quickly, and disperse quickly. Whether short-term enthusiasm and low-frequency consumption can effectively support county-level tourism remains to be further observed. On the fifth day of the holiday, the proportion of provincial tourists in 18.6% of prefecture-level tourist destinations increased month-on-month, and the month-on-month decrease in out-of-province tourists in Shigatse, Linxia, Gannan, Jiayuguan, Ledong, Ganzi, Liangshan, Baiyin, Ningde, and Lincang was more than 5%.

The free opening of more party and government organs and public spaces makes the tourism development concept of "people-centered" tangible. Following Yangzhou, Lishui, and Handan, many places such as Nanjing, Wuxi, Suzhou, Hangzhou, Quzhou, Xiamen, Xi'an, Shangluo, Hefei, and Bengbu have announced the opening of some government agencies and institutions, allowing citizens and tourists to park for free, use restrooms, and some can even experience dining. Yancheng City has opened 272 internal parking lots and 18,376 parking spaces in party and government organs to the public for free. Starting from the Spring Festival of 2024, Lijiang City will open its parking spaces in government agencies and enterprises for free every holiday and weekend. The Shucheng County Party Committee compound in Anhui Province is called by tourists as "easier to enter and exit than one's own courtyard," requiring no access cards, no parking fees, and shared staff canteens. The government canteen in Hongcun Town, Huangshan City, is open to all tourists, offering five dishes and one soup for only 10 yuan, and also provides free parking. The Dunhuang municipal government canteen provides tourists with a 20-yuan buffet with 18 dishes, which is very popular among tourists.

World-class tourist destinations don't necessarily need to have many world natural and cultural heritages, nor do they need to be given a high score by experts based on certain standards. However, they must have openness, inclusiveness, sharing, sincerity, kindness, and warmth that tourists can personally experience. The museums built by the Shanghai Municipal Government are open for free, with extended closing hours and no longer requiring reservations. The Olympic Forest Park in Beijing has removed its fences, and the Zhang Zuoxiang Mansion, part of the Republic of China memory series in Jilin City, is open to the public for free. Guangzhou has announced free entry to a number of cultural and recreational spaces, including the "Little Waist," Yuehai Customs, Yongqingfang, the New Cultural Center, Haizhu Lake Park, Liuhua Lake Park, Beijing Road, and Dafo Ancient Temple. Shenzhen has promulgated and implemented the "Shenzhen Special Economic Zone Park Regulations" for the first time in the form of local legislation, stating that parks cannot sell tickets unless approved by the municipal and district governments. This is a noteworthy institutional innovation that should be recorded in the annals of urban tourism development, announcing people's parks built in the name of the people, where citizens and tourists can enter freely, rather than implementing numerous reductions and exemptions for specific personnel, using preferential treatment as a guise for marketing. As more and more cities open parks for free, they are also consciously enhancing cultural flavor, local atmosphere, and a sense of participation. Beijing's Taoranting Park has opened a "One City, One Object, One Story Winter Farm Market," allowing tourists and citizens to truly experience "visiting the market at the garden party and enjoying the fun of ice and snow tourism" during the Spring Festival holiday. From heritage utilization and the separation of hosts and guests in tourist cities to the near and far, and the sharing of hosts and guests in urban tourism, only when citizens wholeheartedly identify with and love their city will visiting tourists have a sense of security, quality, and gain. During the Yi Si Snake Year Spring Festival, citizens and tourists can experience culture, visit temple fairs and markets, shop and dine in more open spaces, and even allow a certain degree of disorder within a specific range. This is what life should be like.

Tourism Flow Rate: Further, Faster, Freer

Tourists traveled further during the Spring Festival holiday. Airlines, airports, general aviation, low-altitude aircraft, railway companies, high-speed rail stations, and shipping companies operating near the sea, rivers, and lakes are strategically entering the tourism industry with a more proactive attitude, bringing unlimited possibilities for the integrated development of "tourism+" and "+tourism," allowing tourists to travel to even more distant places. From the start of the first expressway, the Shenyang-Dalian Expressway, in 1985, to the 198,000 kilometers of expressways in operation in 2024, the development of highway passenger transport over the past thirty years has greatly changed the way people travel. The average travel radius of tourists nationwide is 233.10 kilometers, a year-on-year increase of 2.3%; the average recreation radius of tourist destinations is 20.72 kilometers, a year-on-year increase of 34.7%. Tourists also stayed longer at their destinations, with 69.6% of tourists staying for more than two days, a year-on-year increase of 2.5 percentage points.

Figure 3: Domestic travel radius and recreation radius during the 2025 Spring Festival

Tourists traveled faster during the Spring Festival holiday. During the holiday, 82.5% of tourists chose air travel, high-speed rail, and self-driving, an increase of 8.1 percentage points year-on-year. "Landing + self-driving" has become an important travel method for cross-provincial tourists. The proportion of cross-provincial tourists choosing air travel and high-speed rail is 57.0%, of which 24.2% of cross-provincial tourists who traveled by air rented cars after landing. According to the booking data from relevant platforms, the number of domestic car rental bookings during the Spring Festival travel rush increased by nearly 40% year-on-year, with a significant increase in per capita car rental consumption and per capita car rental days. Air travel + self-driving, high-speed rail + self-driving, and travel + self-driving have become new popular travel methods for tourists. The main cities for picking up and returning cars in different locations include Sanya, Dali, Lijiang, Haikou, Harbin, Guangzhou, Shenzhen, Chengdu, Xiamen, Fuzhou, Quanzhou, Kunming, and Nanning, with the longest routes including Kashgar to Hangzhou (5056 kilometers) and Harbin to Sanya (4280 kilometers). The car rental travel method has greatly extended the holiday tourism consumption chain, and also indicates that car rental companies such as Hello, Easycar, and Gogo, and third-party car rental platforms such as Fliggy, Ctrip, and Didi, will usher in new opportunities for market investment, technology application, and business model creation, as well as strategic competition in new tracks.

Tourists traveled more freely during the Spring Festival holiday. The coverage rate of charging piles in national expressway service areas exceeds 98%, alleviating range anxiety for those traveling in new energy vehicles and significantly reducing charging queue times. To ensure smooth travel for tourists, the Ministry of Transport has developed the "e-Road Smooth" applet, making it easier for users to obtain information about nearby charging stations, significantly increasing the freedom of driving travel. During the holiday, 51.6% of tourists engaged in self-driving, and the recreational activity of tourists at their destinations has significantly increased, with an average recreation radius of 20.72 kilometers, a significant increase of 34.7% compared to the same period last year. When tourism, leisure, and vacation are no longer low-frequency consumption requiring careful decisions, but become part of daily life like ordering takeout, shopping, and watching movies, a strong tourism country will naturally have a solid market foundation. Multiple trips by urban and rural residents during the holiday have also given rise to new tourism and leisure formats such as "micro-tourism" and "light vacation" in metropolitan areas such as the Beijing-Tianjin-Hebei region, the Yangtze River Delta, and the Pearl River Delta.

Tourism Flow Quality: Arts Going Down, Technology Empowering, Tourism Upward

Culture, art, and technology are reconstructing tourism experiences and consumption scenarios at a visible speed. The Tianjin Northern Performing Arts Group's "City Theater" at the former site of the Huizhong Hotel in Heping District continuously stages the classic drama "Sunrise" by the master playwright Cao Yu, allowing thousands of tourists to immersively experience the historical and cultural heritage and the contemporary urban style. Beijing World Horticultural Expo International Tourism Resort, the "Little Waist" in Guangzhou, Nianhua Bay in Wuxi, Shanghai Yuyuan Cyber Shanhaijing, Xi'an Chang'an Metaverse Lantern Festival, Chengdu Xindu Huawuren New Year Lantern Festival, Nanchang's "Dreaming Tengwang Pavilion," and Enshi Grand Canyon's "Robot Dog Dancing with Lions" and other tourist attractions and resorts use light and shadow technology, virtual reality, electronic fireworks, and drone performances to create fashionable scenes in traditional tourism spaces. Shenzhen has deployed robots to patrol the streets with police officers, enhancing the technological sense, security, and experience of urban tourism. The Shanghai Museum held the "Party of the Gods—A Grand Exhibition of Ancient Egyptian Civilization Welcoming the New Year's Wonderful Night" and the "Dialogue with Da Vinci: Renaissance and Oriental Aesthetics Special Exhibition," where tourists and audiences dressed in Hanfu or Renaissance-era costumes celebrated the cultural year at the museum, providing a sample of "accessibility and inclusiveness" for museums in the new era and offering a model of shared experience for hosts and guests.

During the holiday period, tens of thousands of tourists flocked to Tiananmen Square every day to watch the flag-raising ceremony, gazing deeply at the five-star red flag rising slowly amidst the majestic national anthem. More cities, memorials, revolutionary sites, and tourist attractions carrying the red gene have launched profound and bright cultural activities to commemorate the martyrs. Jinggangshan released eight excellent red tourism routes, and red scenic spots such as the Eight-Cornered Building were crowded with people, with immersive experiences becoming incredibly popular. The "Yan'an New Year," which focuses on red culture, has boosted the popularity of revolutionary sites, revolutionary memorials, and red tourist attractions. In Linyi, Shandong, the Hongsao Hometown Tourist Area held two "Following the Regiment Leader to Attack the County" performances daily from the first to the fifteenth day of the lunar new year, bringing a super-exciting red experience to tourists. The heroic city of Nanchang opened 90% of the Tengwang Pavilion scenic area for free and held the "Yuzhang Spring Scenery, Human World Fireworks" 2025 Spring Festival fireworks show on both sides of the Ganjiang River. Changsha city had a half-hour city-wide fireworks display on New Year's Eve, vividly depicting the poetic imagery of thousands of lights and stars filling the city. On the journey of the Yi Si Snake Year Spring Festival, tourists cultivated a sense of national unity and saw the peace and prosperity brought about by the hard work and sacrifices of their ancestors.

During the Snake Year Spring Festival, more excellent traditional cultures represented by intangible cultural heritage, folk customs, and folk arts "broke through," becoming a grand cultural event shared by both hosts and guests. Guangzhou's flower market opened successively on pedestrian streets in various districts including Panyu, Tianhe, Yuexiu, Liwan, Baiyun, Haizhu, Huangpu, Huadu, and Nansha, starting from the Little New Year's Day in the south. The fragrance of flowers filled the night market, permeated under the city's moonlight, and bloomed along the bustling crowds. Xiamen held the "Cross-Strait Spring Festival Fireworks Gala" on the evening of the first day of the lunar new year at Huangcuo Beach and held a New Year street show performance on Zhongshan Road, creating multiple cultural spaces that blend classic and modern elements. Those cultures that carry historical memories and are integrated into contemporary life will surely be able to achieve creative inheritance and innovative development with the increasing integration, recognition, and attention of more and more young people. In recent years, the reason why "Nan Yingge and Bei Yaogu" have broken through and become popular is that their dynamic dances and music showcase a vibrant and energetic China, effectively enhancing cultural confidence and national cohesion.

From "pleasing others" to "pleasing oneself," Spring Festival tourism shows more characteristics of "emotional consumption." Emotional release has become a key factor influencing the travel decisions of the post-95s and post-00s generations, and it is also an important engine for market diversion and increased consumption. They place more emphasis on their own needs, experience, and cost-effectiveness. Public cultural spaces, such as museums, should guide tourists to pay more attention to cultural experiences rather than just checking in and taking photos. 91.4% of tourists believe that holiday travel helps generate positive emotions. Among them, the top two reasons were that holiday travel "helps maintain close relationships" and "makes people feel more relaxed," accounting for 26.1% and 20.7% respectively. Another 16.8% of tourists explicitly stated that their "attitude becomes more positive" after traveling.

Tourism Governance: Law, Humanity, and Technology

Tourist destinations have more means to control holiday passenger flow, and market order management is more relaxed. While popular cities such as Harbin continue to mobilize administrative and social forces to pamper tourists in various ways, they also emphasize building social consensus and incorporating tourism market governance into the legal system. Sanya continues to implement price limits on Spring Festival tourism rooms, requiring that prices "not exceed the highest price level during the Spring Festival in the past two years." Changzhou Market Supervision Bureau issued a "Reminder Letter on Regulating Market Pricing Behavior during the Spring Festival" before the holiday, requiring all operators to strictly implement the "Price Law of the People's Republic of China" and the "Regulations on Clearly Marking Prices and Prohibiting Price Fraud." During the Spring Festival, tourist satisfaction was 79.2%, an increase of 2.6 percentage points year-on-year, exceeding pre-holiday expectations. Strengthening the Party's overall leadership over tourism work and adhering to the people-centered contemporary tourism development concept have formed a new pattern of holiday tourism work characterized by governing tourism through law and promoting tourism through law. No major tourism-related public opinion incidents occurred during the holiday period, maximizing the protection of the tourism rights of the people and achieving the development goals of people's satisfaction and benefit.

In the face of the tourism demand for independent, self-service, and free travel, travel agencies and online travel agents have launched "boutique small group tours," which have been favored by the Spring Festival tourism market. Tourism departments are paying close attention to some short video, online car-hailing, and local life service platforms that do not have tourism business operating qualifications, which are using names such as "scattered passenger group formation," "customized tourism," and "personalized companionship" to illegally solicit customers, subcontract services layer by layer, force transactions, induce consumption, reduce service quality, infringe on tourists' rights and interests, threaten tourist safety, and even violate cultural security and ideological red lines.

Tourist consumption is becoming more prominent in terms of pre-trip, in-trip, and near-trip spending, shifting from traditional sightseeing to travel-residence lifestyles. Pre-trip purchases such as holiday gifts, travel equipment, food, and entertainment supplies, as well as pre-trip expenses such as refueling and car maintenance, accounted for over 20% of total travel expenses, reaching 20.4%. During the holiday period, over 51.3% of tourists stayed in non-commercial accommodations such as their own vacation homes or the homes of relatives and friends, and more and more tourism spending is flowing to areas beyond food, accommodation, transportation, tours, shopping, and entertainment. These changes have placed higher demands on the modernization of infrastructure, public services, and business environments in urban and rural tourism destinations, as well as on the service quality for self-service travel, free travel, self-driving tours, and tourists. Hangzhou's promotion of the "easy travel" baggage service reform, which pioneered the "baggage delivery to the station" pilot service in the country, allowing tourists to be "hands-off" whether they are catching trains, staying in hotels, or visiting scenic spots, is a city tourism innovation case worth promoting. It is believed that more and more cities will join the construction of tourist destinations friendly to individual travelers, making free travel fearless and self-service travel worry-free.

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