Chongqing—As the Chinese New Year approaches, the streets and scenic spots of Chongqing are alive with festive decorations—red lanterns, Spring Festival lights, and traditional Chinese knots—creating a strong atmosphere of celebration. People are preparing for the annual travel peak as they plan their holidays.

So, where are you planning to spend the New Year? Will you head to Harbin for the ice and snow, stroll through Nanjing's dazzling Qinhuai Lantern Festival, or escape to a sunny island for beach romance?

In recent years, as people increasingly pursue better lifestyles, the ways to celebrate the New Year have become more diverse. The Spring Festival is no longer confined to family gatherings at home—many now opt to spend the holiday at festive travel destinations.

So, what are the new trends in the tourism market during the Spring Festival, and how is Chongqing performing in this regard?

Traveling becomes a "new tradition"

"I've always spent the New Year visiting relatives, playing cards, and drinking. But this year, I want to do something different," said Zhang Xin, an employee at a cultural company in Jiangbei District. On January 8, she proposed traveling for the Spring Festival in her family's chat group. To her surprise, her younger relatives responded enthusiastically. With their persuasion, even the older family members agreed, and the whole family of 23 decided to go on a trip together.

Zhang compared prices on several platforms and booked a six-day trip to Hainan for 5380 RMB(about $733.8) per person, which includes both flight and accommodation. "It's exciting! We can enjoy a family reunion and travel at the same time," she said.

According to Zhang Dawei, regional government affairs general manager at Ctrip, many families like Zhang Xin's are opting for a Spring Festival trip this year. Ctrip's data shows a significant increase in travel enthusiasm compared to last year, with both domestic and international tourism seeing growth. Family travel is particularly prominent, with family trips expected to make up 49% of the market share. Car rentals and customized tours are especially popular for family vacations, with a 54% and 37% share, respectively.

A report from Fliggy, Alibaba's travel platform, titled "2025 Spring Festival Travel Trends," reveals that more consumers are planning their first trip of the Snake Year. Bookings for hotels, flights, and tours have already surpassed last year’s levels. Family travel has become the mainstream, with a nearly 100% increase in bookings for children’s tickets in the past week. Families seeking quality travel experiences are also boosting bookings for high-end domestic hotels, which saw a more than 40% increase year-on-year.

The China National Tourism Administration and Tuniu Travel’s joint "2025 Spring Festival Tourism Consumption Trends Report" further highlights that family travel is a key market feature. Over 80% of travelers this year are part of family groups, with multi-generational trips and parent-child travel being particularly popular, accounting for 36% and 27% of travelers, respectively. Additionally, 21% of younger consumers are choosing to travel with their parents or elders during the Spring Festival.

Seeking the New Year spirit

What are travelers' preferences when it comes to Spring Festival travel compared to other holidays?

"Whether heading north to enjoy the snow, south to escape the cold, or exploring nearby cities, the desire to 'find the spirit of the New Year' is a must-have experience for most travelers. Especially after December 4, 2024, when the 'Spring Festival, social practices of the Chinese people in celebration of the traditional New Year' was added to the Representative List of the Intangible Cultural Heritage of Humanity, there has been a surge in both domestic and international enthusiasm for celebrating a traditional Chinese New Year," said Zhou Xiaoxue, a spokesperson for Fliggy.

Mexin Wine Town in Fuling is bursting with New Year spirit, offering festive activities that capture the essence of the Spring Festival. (Photo/Mexin Wine Town)

Fliggy's data shows that searches for "Intangible Cultural Heritage Tours," which include experiences at cultural heritage sites, have increased by 133% compared to the previous month. Popular activities during the Spring Festival include lantern festivals, temple fairs, folk music and dance performances, and traditional Chinese dress photoshoots.

Ctrip's data also confirms that "New Year Spirit Tours" are gaining traction for the 2025 Spring Festival, with travelers adding local New Year experiences to their itineraries. Many even plan their trips to experience unique New Year traditions, such as Anhui's Fish Lantern Festival, Jiangxi's Iron Flower Festival, and Sichuan's Grass Dragon Dance, attracting many visitors.

In addition, inbound tourism during the Spring Festival is seeing rapid growth. Ctrip reports a 203% year-on-year increase in inbound travel orders during the festival. Popular destinations for foreign tourists include Shanghai, Shenzhen, Guangzhou, Beijing, Harbin, Chengdu, Xiamen, Zhuhai, Chongqing, and Hangzhou.

Chongqing's "New Year spirit" at the forefront

How is Chongqing performing in the tourism market during the Spring Festival?

It is reported that many local tourist spots have planned a series of traditional "Bashu New Year" activities to meet the new cultural and tourism market trends.

For instance, in Nanchuan District, visitors can enjoy snow and skiing on Jinfo Mountain alongside a "Taste of Nanchuan" food market offering local snacks, Chinese medicine drinks, and cultural products. Cultural performances, such as the "Art and Culture Festival" with folk games, talent shows, riddles, and competitions, will also be held at local cultural parks. Additionally, Nanchuan is hosting the second annual "Drum Dance to Welcome Spring" competition, where over 15 drum teams will perform.

In the Fuling district, the Mexin Wine Town offers a variety of cultural and tourism activities, including street tea ceremonies, the "Little New Year and Big Reunion" event, Spring Festival lantern festivals, traditional parades, and interactive lottery games to immerse visitors in the holiday atmosphere.

Mexin Wine Town in Fuling is bursting with New Year spirit, offering festive activities that capture the essence of the Spring Festival. (Photo/Mexin Wine Town)

Other winter-themed activities include the 26th Jinfo Mountain Ice and Snow Festival in Nanchuan, the 15th Fairy Mountain Ice Festival in Wulong, and the 5th Fengdu Nantian Lake Ice and Snow Tourism Season, allowing tourists to experience the charm of a "Southern Snowy Wonderland."

The city also boasts several folk-theme events, such as the 11th Copper Dragon Lantern Festival in Tongliang and the first Tianshengcheng Lantern Festival in Wanzhou.

Thanks to its abundant New Year spirit, Chongqing has performed excellently in the Spring Festival tourism market this year, ranking among the top destinations in China. According to Ctrip, Chongqing ranks 8th on the list of destinations popular with post-2000s travelers and 10th among family travel destinations. Data from Tongcheng Travel and Tuniu Corporation also shows Chongqing ranks high among popular departure cities and tourist destinations during the festival.

As more families and travelers seek to celebrate the Spring Festival in style, Chongqing's cultural and tourism offerings continue to shine, contributing to its growing popularity as a top holiday destination.