The 2025 Chinese New Year saw record-breaking domestic travel and spending, underscoring the holiday's role as a key driver of cultural and economic activity.

Tourists visit a scenic spot in Qingzhou City, east China's Shandong Province, Feb. 4, 2025. (Photos: Xinhua)

The holiday more commonly referred to as Chinese New Year worldwide is officially known as the Spring Festival in China.

Domestic trips during the eight-day Spring Festival holiday reached 501 million, a 5.9 percent year-on-year increase, according to data from the Ministry of Culture and Tourism.

Total tourism spending rose 7 percent to 677 billion yuan (about $94.4 billion), setting new records in both travel volume and expenditure.

This year's festival was the first since being recognized by UNESCO as intangible cultural heritage.

Regions expanded their cultural tourism offerings by hosting temple fairs, lion dances, traditional yingge folk dances and dragon dances to attract visitors.

Museums also emerged as key destinations, with institutions like the Palace Museum in Beijing, Shaanxi History Museum in Xi'an and Sanxingdui Museum in Guanghan, Sichuan Province, drawing crowds.

Holiday travelers sought winter sports and warm-weather getaways. Resorts in Yabuli, Heilongjiang Province and Altay in Xinjiang Uygur Autonomous Region were among the most popular for skiing and winter activities, while warmer destinations like Hainan Province, Guangxi Zhuang Autonomous Region and Yunnan Province saw a surge in visitors looking to escape the cold.

Advancements in AI and digital services enhanced the travel experience.

AI tour guides and congestion alerts streamlined sightseeing, while robots from Yushu Technology, which gained attention for their performance at the Spring Festival Gala ‒ an annual variety show watched by millions across China and marking the start of Chinese New Year celebrations ‒  appeared in Wuzhen, Zhejiang Province, as part of interactive, tech-driven cultural events.

Improved public services helped manage crowds, with some cities opening government parking lots to ease congestion. Volunteers at attractions and transport hubs assisted travelers and distributed New Year gifts.

Popular attractions included light shows in Xi'an, Shaanxi Province and Zigong, Sichuan Province, fireworks displays in Liuyang, Hunan Province and night cruises in Zhouzhuang, Jiangsu Province.

These nighttime activities also boosted spending in restaurants, entertainment and shopping.

An aerial drone photo taken on Feb. 3, 2025 shows people skiing at a ski resort in Huai'an City, east China's Jiangsu Province.

Including the Spring Festival in UNESCO's Representative List of the Intangible Cultural Heritage of Humanity has made the rest of the world more eager to understand China.

Favorable policies such as visa-free transit and payment facilitation have further enhanced the attractiveness of inbound tourism, leading to a steady rise in the market.

Spring Festival lantern fairs, intangible cultural heritage displays and opera performances have attracted numerous international tourists as they join the celebration, further enhancing the influence of traditional Chinese culture. 

The success of the Spring Festival's cultural and tourism market relies on strong policy support. During the holiday, the Ministry of Culture and Tourism organized various events such as cultural performances, exhibitions and international exchanges, which enriched the availability of high-quality cultural and tourism products.

People visit a festive lantern show at the Yangliuqing ancient town in Tianjin, north China, Feb. 1, 2025. 

Regions implemented supportive measures, emphasizing traditions, family and the winter economy, enhancing the vitality of the cultural and tourism markets. Various night markets and promotional activities have fostered a more favorable environment for cultural and tourism consumption.

These vibrant Spring Festival cultural and tourism markets have revitalized traditional culture, infusing it with new energy, significantly boosting consumption and expanding domestic demand.

In the new year, the innovative advancement of the cultural and tourism sector will undoubtedly create additional growth opportunities and contribute to high-quality economic development, further enhancing people's lives.