As the calendar flips to 2025, China's cultural and tourism market radiates vitality reminiscent of a new dawnBoth domestic and international travelers converge to mark the New Year, injecting energy and dynamism into the tourism sectorThis momentous occasion heralds a promising start in the realm of cultural tourism in the new year.

Thriving Connections Across the Nation

The New Year's holiday saw a significant uptick in travel as reported by platforms like Fliggy and TongchengHigh-end hotel bookings surged over 30% year-on-year, while outbound travel orders skyrocketed by more than 80%. In regions such as Heilongjiang and Xinjiang, hotel searches reflected a remarkable increase of over 70%. Spring and Autumn Travel reported that domestic tour reservations rose by approximately 30% compared to the previous year, showcasing vibrant inter-regional tourism.

Festivities that offer a glimpse into traditional Chinese customs became focal points for many travelers

One traveler from Inner Mongolia, MrSriguleng, delightedly participated in the "Shanghai New Year First Tour" event, which featured traditional dragon dancing, bell-ringing at ancient temples, and sampling unique local delicacies“The cultural activities here are abundant, a stark contrast to the frozen landscapes of my hometown!” he expressed with glee.

Established in the 1980s, the "Shanghai New Year First Tour" has cultivated a rich tradition that attracted not just local residents, but also international tourists from Germany, Japan, Slovakia, and IndonesiaThese visitors mingled with domestic travelers from numerous provinces, sharing in the excitement and cultural showcase that Shanghai has to offer.

With the inclusion of the Spring Festival culture in the UNESCO intangible cultural heritage list, the atmosphere surrounding traditional cultural experiences has intensified

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According to Chen Ping, director of the Intangible Cultural Heritage Division of Shanghai's Cultural and Tourism Bureau, over a hundred cultural heritage activities are set to unfold across the city during the period stretching from New Year’s Day to the Spring Festival, aiming to meet the evolving needs of an eclectic mix of visitors.

MrSriguleng’s home region, Hohhot, has also become a mecca for winter sports enthusiasts, showcasing a spirited series of activities under the National Mass Ice and Snow SeasonThe region is scheduled to host an impressive 81 events centered around ice and snow, inviting many to partake in winter adventuresShanghai resident Xu Shuang took this opportunity to book a trip to Hohhot for skiing, showcasing the interconnectivity of urban and rural tourism.

A discernible trend is emerging as ice and snow-related tourism transforms into a year-round attraction

Harbin, often characterized as a winter wonderland, recently welcomed double-decker sightseeing buses that offer tours to landmark attractions, such as the Songhua River and StSophia CathedralEnhanced training for station staff ensures effective communication with international tourists, reflecting a growing commitment to excellent visitor experiences.

With approximately 430 million people engaging in ice and snow leisure tourism during the 2023-2024 season, generating notable revenue of 524.7 billion yuan, the future looks promisingThe Chinese market anticipates an increase to 520 million participants and over 630 billion yuan in revenue for the upcoming season, fueled by favorable policies and growing consumer demand.

Dai Bin, president of the China Tourism Academy, asserts that indicators such as resident travel intentions and the recovery of the tourism supply chain paint a favorable outlook for China's tourism economy in 2025, predicting a transition toward higher quality development.

Expectations are high as core tourism metrics like domestic travel numbers, overall spending, new employment rates, and the growth of accommodation options reach historical heights

This expansion not only reflects a booming tourism economy but a broader societal trend towards interconnectedness across borders.

Increasing Attraction for International Visitors

Amid evolving visa policies and enhanced mobile payment methods, the accessibility of Chinese tourist destinations has notably improvedMany attractions no longer require advance reservations, amplifying the allure of “China Travel” for international tourists who now more frequently indulge in short-term visits to cities.

An international visitor from Slovakia, Marion, echoed sentiments around the facilitation of travel borne from these new policiesAfter exploring Beijing, he and his girlfriend celebrated New Year’s in Shanghai before making their way to the scenic Huangshan: “The visa exemption made it much easier to plan our trip!”

Travel data from Ctrip indicated that orders for inbound travel in China saw growth rates of 215% from South Korea and 145% from Japan over the New Year holiday

Major destinations like Beijing, Shanghai, Guangzhou, and Shenzhen captured the hearts of incoming tourists.

On social platforms, marketing strategies led South Korean traveler Lee Siyoung to countless “must-visit” locations in ShanghaiPraising the ease of communication and navigation, she commented, “It was effortless to get around with just a little English! All the services—from the metro to restaurants—were super convenient.”

To further facilitate the experience of international guests, various governmental departments have collaborated to bridge information gapsA one-stop service center at Shanghai Pudong International Airport provides assistance in payment, travel, and communication, ensuring a seamless process for foreign visitorsIn addition, the Shanghai Tourism Information Center continues to refresh its multilingual guides to cater to newly arrived tourists.

According to Shanghai's Cultural and Tourism Bureau, over 6 million inbound tourists were welcomed in 2024, marking Shanghai as a pivotal entry point for international visitors

It fosters understanding and connection between people from diverse backgrounds.

For travelers like Marion, the grandeur of China's cityscapes offers more than just visual marvels; the cultural engagements resonate deeplyParticipating in traditional bell-ringing and experiencing local crafts left them thoroughly impressed, deeming their trip "beyond expectations."

Meanwhile, Alin from Thailand took her daughter to Shanghai Astronomical Museum, thrilled by the interactive exhibits and rare meteorite collections, stating, “We learned so much about the universe and witnessed China's achievements in aerospace.”

The demand for meaningful cultural experiences among travelers from both domestic and international spheres continues to evolveZhou Weihong, the vice general manager of Spring and Autumn Travel, believes that the increasing desire for authentic journeys will lead not just to traditional attractions but to a surge in interest towards museums, technology exhibitions, and markets reflecting China's rapid growth.

New Experiences Driving Industry Development

As the year unfolds, the intimacy of cultural exchange allows both domestic and international travelers to weave into each other's daily experiences.

During the first weekend of January 2025, Xujiahui Academy in Shanghai reported a footfall of over 10,000 visitors in a single day

Families gathered joyfully in the brightly decorated children’s section, engrossed in readingMeanwhile, tourists captured the library’s intricate architecture, navigating through the sessions with the help of volunteers.

Referring to the transformation of libraries into cultural landmarks, Feng Yunfang, the librarian at Xujiahui Library, noted, “This year, our library has not only become a favorite among readers but serves as a vibrant cultural destination for visitors, offering new services such as luggage storage options.”

Other recent developments aim to enhance living standards for residents and offer tourists a richer exploration experienceProjects include creating children's reading spaces, extending urban parks’ hours, and establishing community dining facilities, which connect visitors to the ethos of a city where accessibility and support for all ages is prioritized.

Nationally, the emphasis on urban renewal and rural revitalization brings fresh opportunities for idyllic small-town experiences that encourage walking and cycling