China's Spring Festival tourism poised for surge

As the countdown to Spring Festival begins, China's tourism industry is gearing up for a vibrant season fueled by pent-up wanderlust and a longer-than-usual holiday.

The eight-day 2024 Spring Festival holiday from February 10 to 17 will last one day longer than the previous ones.

Data from online travel agency Tongcheng Travel showed a sevenfold year-on-year jump in international air ticket searches from February 8 to 17, exceeding 2019 levels.

Southeast Asia was the most popular with searchers, with warmer destinations like Thailand and Malaysia benefitting from visa-free policies for Chinese tourists.

UBS predicts a rapid rebound in Chinese outbound travel in 2024 with a full recovery to the 2019 levels by 2025. The resumption of group tours, especially for destinations like Japan and South Korea, was seen as a key catalyst. Increased international flight capacity, relaxed visa policies and lower airfares are also expected to boost recovery.

The China Tourism Academy predicts the number of inbound and outbound trips to exceed 264 million in 2024, with the international tourism revenue likely to surpass $107 billion.

Meanwhile, the country's domestic tourism scene has also been bustling. 

China's Harbin, the capital of northeastern Heilongjiang Province known as the "ice city," has emerged as the top Spring Festival destination in recent weeks. Ice skating, skiing and sightseeing have been drawing travelers there. Fliggy data, as reported by China News Service, showed a 270-percent increase in travel bookings for Heilongjiang Province over the past month.

China's southern charm beckons as well, with Tongcheng data showcasing a 302 percent month-on-month surge in searches for a trip to Sanya, a popular holiday destination in the southern island province of Hainan.

With ice and snow adventures in the north and tropical escapes in the south, coupled with a rebound in international travel, China is preparing for a vibrant holiday season.