Tourism Data for Various Regions During the Spring Festival Holiday

Beijing

In 2025, the Beijing Spring Festival cultural and tourism market ushered in a "successful start," with strong growth in the holiday tourism market and multiple indicators reaching record highs. During the Spring Festival, the city received a total of 17.589 million tourists, generating total tourism revenue of 28.67 billion yuan, with an average expenditure of 1630 yuan per person. Inbound tourism showed a booming trend, with 91,000 inbound tourists received, a year-on-year increase of 51.9%; inbound tourism spending reached 930 million yuan, a year-on-year increase of 52%; average spending was 10,179.9 yuan per person.

Shanghai

During the eight-day holiday, the Shanghai cultural and tourism market presented a prosperous scene of "strong New Year atmosphere, sufficient supply, and large traffic flow." The market operated smoothly overall, with no major safety incidents. According to Shanghai's tourism big data monitoring, during the eight-day holiday, the city received a total of 17.7784 million tourists, a year-on-year increase of 6.08%.

Tianjin

During the Spring Festival holiday, Tianjin received a total of 16.1555 million tourists, a year-on-year increase of 16.7%. This includes 8.4949 million local tourists and 7.6606 million tourists from other places; tourist spending reached 15.6 billion yuan, a year-on-year increase of 26.4%; per capita consumption was 965.63 yuan, a year-on-year increase of 8.3%. Inbound tourism orders in Tianjin increased by 37% year-on-year.

Guangdong Province

During the Spring Festival holiday, Guangdong's cultural and tourism consumption potential was fully unleashed. On February 4, according to the Guangdong Provincial Department of Culture and Tourism, preliminary estimates show that during the eight-day 2025 Spring Festival holiday (January 28 to February 4, from New Year's Eve to the seventh day), the province received 80.118 million tourists, a year-on-year increase of 5.3%; tourism revenue reached 74.53 billion yuan, a year-on-year increase of 7.5%. According to a sample survey of tourists across the province during the 2025 Spring Festival holiday, the average tourist spending was 930 yuan, a year-on-year increase of 2.0%.

Hunan Province

According to mobile signal big data modeling and analysis: From January 28 to February 4, Hunan Province received a cumulative total of 53.9551 million tourists, a year-on-year increase of 46.37%; total tourist spending reached 75.922 billion yuan, a year-on-year increase of 16.51%. 16.4232 million tourists were from outside the province, a year-on-year increase of 31.95%, accounting for over 30% of the total number of tourists.

Jiangsu Province

Among them, data monitored by the Jiangsu Smart Cultural Tourism Platform shows that during the Spring Festival holiday (from 0:00 on January 28 to 16:00 on February 4), a total of 44.6801 million tourists were received at 644 A-level tourist attractions, 195 provincial-level key rural tourism villages, 75 provincial-level night cultural tourism consumption gathering areas, and 84 museums in the province (after deduplication). Total tourist spending amounted to 22.941 billion yuan, representing year-on-year increases of 8.66% and 8.15% respectively compared to the 2024 Spring Festival.

Zhejiang Province

According to statistics from the Zhejiang Provincial Department of Culture, Radio, Film, and Tourism, from January 28 to February 4, the cumulative number of tourists in Zhejiang Province reached 35.673 million, a year-on-year increase of 10.9% in comparable terms (same below), and a 29.2% increase compared to the same period in 2019. Among them, 21.322 million overnight tourists were received, a year-on-year increase of 6.9%, and a 6.1% increase compared to the same period in 2019. The average daily number of tourists was 12.479 million, a year-on-year increase of 11.6%, and a 15.4% increase compared to the same period in 2019. Comprehensive tourism revenue reached 51.9 billion yuan, a year-on-year increase of 11.8%, and a 26.6% increase compared to the same period in 2019. Average tourist spending was 1455 yuan, a year-on-year increase of 0.8%, the highest in history for the same period since the holiday tourism sample survey began (2021).

Sichuan Province

On February 4, the Sichuan Provincial Department of Culture and Tourism learned that according to comprehensive calculations from UnionPay big data, during this year's Spring Festival holiday, the province received a total of 63.7222 million tourists and total tourism consumption reached 34.777 billion yuan, year-on-year increases of 5.36% and 12.21%, respectively.

Henan Province

During the Spring Festival holiday, Henan Province held 18,300 various types of public welfare cultural activities, with 6.191 million people watching and participating online and offline. The province received 51.174 million domestic tourists, with tourism revenue of 30.53 billion yuan. Compared to the Spring Festival holiday in 2024, the number of tourists increased by 1.9%, and tourism revenue increased by 2.6%. Affected by weather factors, the short- and medium-distance tourism market was somewhat affected, while the long-distance tourism market remained strong.

Liaoning Province

According to big data calculations, during the eight-day Spring Festival holiday, Liaoning Province received a total of 53.3588 million tourists, a year-on-year increase of 30.57%; total tourism revenue reached 53.698 billion yuan, a year-on-year increase of 30.11%.

Hainan Province

Data shows that during the 2025 Spring Festival holiday, Hainan received 9.5584 million tourists, a year-on-year increase of 0.5%; 10.1995 million overnight tourists were received, a year-on-year increase of 0.6%, maintaining steady growth and corresponding popularity on the basis of the hot period in 2024. Sanya, Haikou, and Danzhou's "three poles" received a stable leading number of tourists in the province. "Two-ring tours" have become a new way of tourism, with self-driving tours and rural homestays, and self-driving plus camping becoming new ways to play. According to monitoring, the passenger flow on the Ring Island Tourism Highway reached 2.3555 million, an increase of 113.70% compared to the average daily passenger flow during the National Day Golden Week holiday in 2024, and the passenger flow on the Ring Tropical Rainforest National Park Tourism Highway reached 246,400. Tropical rainforest tourism boosted the central cities and counties, and in-depth tours and exploration tourism promoted the expansion of whole-region tourism to a deeper dimension.

Xinjiang Uygur Autonomous Region

The Year of the Snake Spring Festival holiday saw a booming cultural and tourism market in Xinjiang. From January 28 to February 4, the region received a total of 7.9425 million tourists, a year-on-year increase of 10.04%; tourist spending reached 8.075 billion yuan, a year-on-year increase of 9.35%.