China's grand Spring Festival travel rush ends with record numbers

The 2025 Spring Festival travel rush, or Chunyun in Chinese, officially wrapped up Saturday, with transportation authorities reporting record-breaking figures, highlighting the surge in travel activity and evolving trends in China's mobility landscape.

This year, travel demand was exceptionally high. Over the course of the past 40 days, an estimated nine billion trips were made, marking the highest passenger volume in history. Passenger numbers on railways and civil aviation both surpassed previous records. Maritime travel also reached new milestones, with over 500 million domestic trips made. The surge in travel highlights both the growing mobility across China and the expanding reach of its transportation networks.

Equally notable was the rise of new travel habits and trends. The extended eight-day holiday sparked a surge in both domestic and international tourism. With China's official holiday lengthened by one day this year, more people had the opportunity to balance family reunions with travel. For example, Fang Ying from Lanzhou, Gansu Province, shared her excitement: "The longer holiday gave me the chance to visit my family and take a skiing trip to Japan."

As travel surged, so did economic activity, reflecting China's vibrant economic growth. According to the Ministry of Culture and Tourism, domestic tourism market saw a 5.9-percent year-on-year increase, with 501 million domestic trips made during the eight-day holiday period from January 28 to February 4. Total spending on domestic tourism reached 677 billion yuan ($93.4 billion), a seven percent increase from the previous year, and a 31.7-percent jump from 2019, underscoring the enduring vitality of China's tourism sector.

In addition to tourism, cultural experiences and traditional activities also saw significant interest. With the successful inclusion of the Spring Festival in UNESCO's Representative List of the Intangible Cultural Heritage of Humanity, visitors flocked to ancient architectural sites, cultural festivals, and local craft exhibitions. Famous events such as Quanzhou's puppet shows, Shantou's Yingge dance, and the Yuyuan Garden Lantern Festival in Shanghai are becoming must-see attractions for both locals and visitors.

Entertainment sector booms during Spring Festival

The economic ripple effect was particularly strong in the entertainment sector, where the release of blockbuster films such as "Ne Zha 2" provided a major boost. By February 16, China's 2025 film market had surpassed 20 billion yuan in box office revenue, setting a new record for the fastest box office milestone in Chinese cinema history. By February 21, China's film market also overtook North America, temporarily ranking as the world's top single-market box office.

The surge in cinema revenue is driven by China's rapidly advancing film technology, including improvements in special effects, 3D, and IMAX formats. These innovations are enhancing the movie-going experience, attracting larger audiences. As Chinese consumers' income continue to rise, demand for high-quality films is expected to fuel further growth in the sector, both domestically and internationally.

Beyond ticket sales, the film industry's influence extends into broader cultural and commercial spheres. The popularity of "Ne Zha 2" has sparked a range of tourism initiatives, such as the "Ne Zha Cultural One-Day Tour" in Jiangyou City, southwest China's Sichuan Province, and immersive VR experiences in Jiangxi's scenic areas. Local businesses have also capitalized on the film's success, offering themed experiences and merchandise, which, in turn, boosts regional economies.

In addition, the entertainment industry, including films, documentaries and games, has had a clear impact on driving the popularity of tourist destinations. Last year, the success of the TV series "My Altay" sparked a tourism boom in Xinjiang's Altay region, while the game "Black Myth: Wukong" drove interest in north China's Shanxi Province.

This year, data shows that the spillover effect of "Ne Zha 2" has been particularly noticeable. 

According to Tongcheng Travel, driven by Valentine's Day, from February 14 to 16, hotel search volumes around cinemas nationwide increased more than five times compared to previous weeks. In Yibin City's Cuiping District, home to Ne Zha-themed attractions such as Ne Zha Palace, Ne Zha Cultural Experience Hall, and Ne Zha Happy World, hotel bookings increased by more than 40 percent compared to the previous period. Similarly, in Tianjin's Hexi District, which features Ne Zha-themed attractions like Chentang Village and Ne Zha Town, hotel bookings rose by nearly 30 percent.