The latest forecast from the China Tourism Academy shows strong travel demand among residents during this year's Spring Festival. The number of travelers is expected to reach 211 million, a year-on-year increase of 20%, with tourism revenue projected at 126.7 billion yuan, up 25% compared to the previous year. Among them, consumer willingness to travel during the Spring Festival holiday stands at a high 76.8%, significantly higher than last year’s 36.5%.
In terms of domestic travel, market leading indicators such as traveler bookings suggest that cross-provincial trips will dominate Spring Festival travel, with destinations highly concentrated in traditional hotspots like Beijing and Sanya. Travel agencies previously noted that the most popular travel themes during the Spring Festival include the “warmth” of southern destinations and the “snow and ice” of the northeast.
For outbound travel, the high willingness to travel—up to 20%—indicates continued growth in the outbound tourism market during the Spring Festival. South Korea, Singapore, Malaysia, Thailand, Japan, and the United States will remain top outbound destinations, while island getaways like the Maldives, Bali, and Phuket have become common choices for more seasoned travelers. In terms of travel style, independent travel, self-guided tours, and road trips will be the main options, with 37.2% of respondents choosing self-drive tours for their Spring Festival travel.