Chongqing - With China's New Year holiday less than a month away, an extended nine-day holiday is set to trigger a new wave of cross-border travel. While inbound and outbound bookings are rebounding nationwide, Chongqing is taking proactive steps to turn this seasonal surge into sustained momentum for its international tourism development.
Tourists enjoy the night view of the Hongyadong scenic area by the Jialing River in southwest China's Chongqing. (Photo/Wang Quanchao, Xinhua)
Recent data shows that bookings for domestic flights by international travelers have risen by more than 20% year-on-year, with some markets growing severalfold. Chongqing now ranks among China’s top 10 cities for inbound tourism, a sign of both recovering demand and the city’s consistent efforts to attract visitors from abroad.
Industry observers note that inbound tourism has become a key test of a city’s openness, governance capacity and cultural appeal. As global attention turns to China during the Spring Festival, Chongqing is positioning itself as both an accessible gateway and a distinctive destination.
International Visitors Arrive Ahead of the Holiday Peak
On the evening of January 15, crowds filled Danzishi Old Street in Chongqing's Nan'an District, where illuminated riverside streets drew visitors from around the world. Foreign tourists were a frequent sight, stopping to take photos and share their experiences online.
"It feels futuristic—mountains, rivers, the city, and lights all coming together," a tourist from Thailand said. She decided to visit Chongqing after seeing short videos on TikTok and found the city's attractions and food exceeded her expectations. Like many travelers, she chose to arrive before the Spring Festival to avoid peak prices, as airfares during the holiday period can be significantly higher.
Similar scenes have been observed at major landmarks such as Hongyadong, Jiefangbei, Guanyinqiao, the Liziba viewing platform, and Longmenhao Old Street, where foreign visitors are becoming increasingly common.
A Two-Way Travel Boom Brings Chongqing into Focus
Industry data show that the extended Spring Festival holiday is fueling strong growth in both outbound and inbound travel. Chinese tourists have booked hotels in more than 3,000 cities worldwide, while newly visa-free destinations are seeing sharp increases in demand.
Inbound travel is also accelerating. During the Spring Festival period, top destinations for foreign visitors include Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Xiamen, Harbin and Chongqing. Major source markets include South Korea, Vietnam, Singapore, Australia and Indonesia, with arrivals from parts of Europe and South America also rising quickly.
Travel platforms report that searches and bookings for flights, hotels and tour packages have already exceeded last year’s levels. Five- to seven-day trips remain the mainstream choice, while longer itineraries of nine to twelve days are growing faster. Chongqing has also ranked among the country’s leading outbound travel source cities.
NBA star Stephen Curry interacts with fans and visitors during his Asia Tour stop in Chongqing. (Photo/Chongqing Daily)
Experts say China’s inbound tourism is shifting from recovery to qualitative growth, driven by rising bookings from visa-free countries and increasingly diverse, experience-oriented travel patterns.
Asian markets continue to anchor inbound travel, while long-haul visitors favor longer stays. Chongqing's distinctive "8D" urban landscape has drawn widespread international attention, contributing to a sharp rise in inbound arrivals last year.
Tourism operators highlight clear trends: more independent travelers, growing demand for flexible products, stronger interest in personalized experiences, a younger, social media–driven visitor base, and a shift from short sightseeing trips to deeper cultural and lifestyle experiences in inland China.
Chongqing Steps Up Promotion and Visitor Services
To seize this momentum, Chongqing has intensified its international outreach. Over the past year, the city has launched its tourism brand slogan "Majestic Landscape, Dynamic Chongqing," staged large-scale drone light shows, and participated in nearly 150 overseas tourism promotion activities, reaching tens of millions of people worldwide.
More than 2,000 overseas travel agents from over 40 countries and regions have been invited to Chongqing for on-site visits, while international communication campaigns promoting the city’s natural and cultural appeal have achieved a wide global reach.
The 2025 Chongqing International Travel Agent Conference is held in November in Southwest China's Chongqing. (Photo provided by the interviewee)
On the service front, Chongqing has streamlined visa-related services at entry ports, expanded acceptance of foreign bank cards and improved access to currency exchange, aiming to ensure that international visitors can enter smoothly and travel with ease.
According to Chongqing Municipal Commission of Culture and Tourism Development, the city will continue to promote coordinated development across domestic, inbound and outbound tourism, advance cultural exchange alongside tourism trade, and accelerate its goal of becoming a world-renowned cultural and tourism destination.
As the Spring Festival approaches, the city's focus is no longer simply on welcoming visitors, but on transforming a holiday surge into lasting global recognition.