TONGCHENGTRAVEL (00780) releases the 2025 Spring Festival travel trend: Domestic and foreign tourists experience the "intangible cultural heritage" Spring Festival, with related search popularity increasing by 87%

As the Spring Festival of 2025 approaches, the cultural and tourism consumption market continues to heat up. On January 21st, TONGCHENGTRAVEL released the 2025 Spring Festival travel trend report ("Report"). The report shows that after "Spring Festival" was listed in the representative list of human intangible cultural heritage, the first Spring Festival holiday, many domestic destinations have launched a variety of theme cultural activities such as markets, performances, exhibitions, and intangible cultural heritage experiences centered around intangible cultural heritage, providing tourists with a rich selection of holiday cultural and tourism consumption options. Since January, the search popularity for "intangible cultural heritage" related attractions and products on the TONGCHENGTRAVEL platform has increased by 87% compared to the same period last year. The implementation of various transit visa-free and entry visa-free policies has provided convenient conditions for more global travel enthusiasts to experience Chinese intangible cultural heritage. Driven by the "China Travel" trend, it is expected that a large number of foreign tourists will come to China to deeply experience the "Chinese New Year" during the Spring Festival. Beijing, Shanghai, Guangzhou, Shenzhen will be the first stops for foreign tourists entering China, while historical and cultural cities such as Xi'an, Chengdu, Hangzhou, Nanjing, Suzhou, and Luoyang are also popular inbound tourist destinations. During the Spring Festival, Beijing not only launched more than 5,600 cultural and tourism activities, but also distributed intangible cultural heritage roaming maps, temple fair maps, etc., allowing citizens and tourists to deeply experience the beauty of Beijing's intangible cultural heritage. Suzhou has gathered over 200 intangible cultural heritage projects and inheritors nationwide, and hosted the first "Gusu Year Market and Chinese New Year Intangible Cultural Heritage Garden Fair." These activities have not only attracted a large number of tourists, but also boosted local hotel bookings. According to TONGCHENGTRAVEL data, Beijing, Shanghai, Guangzhou, Chongqing, Xi'an, Shenzhen, Chengdu, Harbin, Hangzhou, and Suzhou are the popular domestic hotel booking destinations during the Spring Festival holiday period. Going north to enjoy the snow and south to see the sea, has been a popular choice for domestic tourists in winter. In 2025, the popularity of domestic ice and snow tourism continues to rise, with activities such as skiing, chasing the aurora, and staying in traditional Kang beds attracting many tourists from the south. TONGCHENGTRAVEL data shows that during the 2025 Spring Festival period, traditional popular ice and snow destinations such as Harbin, Changchun, and Yanbian have attracted attention from tourists, with Harbin Ice and Snow World and Changbai Mountain Tourism Area entering the top ten list of popular destinations during the Spring Festival. The tourism popularity of many emerging ice and snow destinations is also rapidly increasing. Cities such as Hami, Altay, Zhongwei, and Siping have entered the top ten list of popular destinations during the Spring Festival, with tourism popularity increasing by over 50%. During the Spring Festival holiday period, the two major consumer groups of returning home and traveling have become the main force of cultural and tourism consumption in county-level regions. The popularity of cultural and tourism consumption in small-scale destinations, especially in third- and fourth-tier cities and county-level cities, is expected to grow significantly. TONGCHENGTRAVEL data shows that niche destinations such as Xinzhou, Shanxi and Lincang, Yunnan have entered the top ten list of popular destinations during the 2025 Spring Festival. Popular county-level tourism destinations represented by Yangshuo County, Changsha County, Fenghuang County, Wuyuan County, and Pingyao County have seen significant growth in the tourism market during the Spring Festival. Data also shows that during the Spring Festival holiday period, the hotel booking volume in county cities in many cities in the central and western regions has increased significantly, with nearly 80% of ticket bookings for major local attractions coming from local residents, closely related to the consumption driven by the return home crowd. In 2025, Chinese tourists have an 8-day long Spring Festival holiday, and working people can also choose the "work 2 days, rest 11 days" or "work 4 days, rest 13 days" and other holiday arrangements to travel to more distant places. In terms of outbound travel, TONGCHENGTRAVEL data shows that overall international flight prices during the 2025 Spring Festival have slightly decreased compared to the same period last year, leading to more cost-effective flight prices driving outbound travel consumption. As of now, the popularity of international flight bookings during the Spring Festival holiday has increased by more than 60%. China's Macau, Hong Kong, Japan, Malaysia, and Singapore are popular outbound destinations for the Spring Festival holiday. The trend of consuming niche destinations has spread from the domestic market to the outbound travel market. TONGCHENGTRAVEL data shows that during the 2025 Spring Festival holiday, users have traveled to thousands of cities in nearly 200 countries and regions around the world through the TONGCHENGTRAVEL platform, with a significant increase in flight bookings to niche destinations in Japan such as Fukuoka, Hokkaido, Shizuoka, and Sapporo. In addition, countries and regions such as East Timor and Suriname have also entered people's travel plans. TONGCHENGTRAVEL integrates route resources from different airlines, providing users with a diverse range of product combinations and transfer services, such as overseas connecting flights and transfer hotels for passengers on related routes, to facilitate user travel.