Chinese New Year: A Global Celebration of Culture and Tourism
During the 2025 Chinese New Year, both domestic and international tourism flourished. Many foreign visitors traveled to China to experience traditional Chinese customs like dragon dancing and temple fairs, while Chinese tourists ventured abroad, seeking unique cultural experiences. Chinese outbound tourism grew by 6.3%, with top destinations including Japan, Thailand, and Europe. Meanwhile, inbound tourism to China saw a significant increase, with tourist bookings for Chinese New Year rising 180%. Cultural exchanges flourished as global celebrations of the Chinese New Year took place in nearly 200 countries, emphasizing the festival’s growing international influence and its role in bridging cultures worldwide.
China’s domestic tourism totals 500 million people, spending 677 billion yuan
During the 2025 Chinese New Year holiday, the Ministry of Culture and Tourism organized the “Happy New Year” theme activities, ensuring a safe and orderly cultural and tourism market. According to the Ministry’s data, domestic tourism reached 501 million trips during the 8-day holiday, a 5.9% increase from last year, with total spending reaching 677 billion yuan, a 7% rise. This marks the first Chinese New Year since “Spring Festival – The Social Practice of Celebrating the Traditional Chinese New Year” was inscribed on UNESCO’s Intangible Cultural Heritage list. Cultural and tourism activities focused on traditional “intangible cultural heritage,” including temple fairs, lion dances, dragon dances, and folk performances. Museums also became a popular destination, with visitors flocking to special exhibitions as part of the New Year celebrations.
501 million! China’s Spring Festival domestic travel hits a new high
According to the Ministry of Culture and Tourism of China, during the 8-day Chinese New Year holiday, domestic tourism reached a record 501 million trips, a 5.9% year-on-year increase. Total spending hit ¥677 billion, rising by 7%.
The success of the Chinese New Year heritage recognition, combined with government incentives, the integration of culture and tourism, and a variety of traditional celebrations, attracted a large number of travelers. Ice and snow tourism, night-time consumption, and destinations like Hainan, Guangxi, and Yunnan were particularly popular with tourists seeking to escape the winter chill.
Inbound tourism also showed steady growth, with foreign visitors favoring destinations such as Shanghai, Beijing, and Harbin. The integration of new technologies and innovative activities enhanced the tourist experience, making the fusion of culture and technology a driving force behind the rise in tourism spending.
China’s Tourism Shines at 2025 Madrid International Tourism Fair
The 2025 Madrid International Tourism Fair, held from January 22-26, attracted global attention, with China’s pavilion standing out as a major highlight. Featuring vibrant displays of Chinese culture and tourism, the pavilion captivated visitors, fueled by China’s new visa policies that sparked strong interest in travel. The exhibition, supported by the Chinese Embassy and cultural center, emphasized China’s rich heritage and tourism growth, while promoting cultural exchanges between China and Spain, especially during the Chinese New Year celebrations.
TikTok refugees go crazy on Rednote for 72 hours.
In the past 72 hours, due to the ban of TikTok in the United States, a large number of US users have flocked to Xiaohongshu (REDnote), making the platform the most downloaded platform in the App Store. These users have shared their culture, life status, and even pet photos on Xiaohongshu, which has aroused the interest and interaction of Chinese netizens. At the same time, many Internet giants and new consumer brands have also published English content on Xiaohongshu, taking the opportunity to “go overseas in reverse.” This phenomenon has attracted widespread attention and active participation from Xiaohongshu users, and many people have expressed their willingness to stay on Xiaohongshu because it provides a friendly, warm and inclusive environment. However, whether this batch of traffic can be converted into the long-term commercial value of Xiaohongshu remains to be seen.
China eases visa rules, foreign arrivals increase.
In 2024, China’s immigration administration focused on advancing higher levels of opening up, continuously deepening immigration management reforms and policy system innovations, and constantly optimizing policies such as port visa, transit without visa, and regional entry without visa. They pilot-launched a “no document required” channel, actively promoting personnel exchanges between China and foreign countries. Throughout the year, they issued 2.597 million foreign visas, an increase of 52.3% year-on-year, including 1.476 million port visas, a growth of 87.3%. They provided visa extension, replacement, and issuance services conveniently for 72,000 foreigners in China, driving a steady increase in the number of foreign personnel coming to China. A total of 20.115 million foreigners entered China without visas through various ports, an increase of 112.3% year-on-year; among them, the number of people eligible for transit without visa increased by 113.5%.Especially after the comprehensive relaxation and optimization of the transit visa exemption policy, the number of people coming to China under this policy increased by 29.5% month-on-month.
China’s visa exemption policy is fully relaxed
17/12/2024，China’s immigration authority has announced the comprehensive relaxation and optimization of its transit visa-free policy. Foreign transitors can now stay in China for up to 240 hours (10 days), an extension from the previous 72 and 144 hours. The policy also adds 21 new ports and expands the stay-activity areas. Eligible individuals from 54 countries, including those transiting to a third country, can enter China visa-free through any of the 60 open ports in 24 provinces and stay up to 240 hours. This policy adjustment increases the stay-activity areas in five additional provinces and expands the stay-activity area in three provinces. It is an important measure by the immigration authority to promote high-level opening-up, facilitate international exchanges, and inject new momentum into high-quality economic and social development.