Exploring the growth of foreign visitor numbers during the Spring Festival

On January 28, or Chinese New Year's Eve this year, an American RedNote user known as BlueEyedBabies, along with his 4-year-old son and 2-year-old daughter, dressed up in hanfu, the traditional attire of the Han Chinese, and sent New Year blessings to their Chinese fans: "Ni hao [Hello]! Happy Chinese New Year from your American friends!" In the video, the adorable blonde children with blue eyes captured the hearts of Chinese netizens.

But this sense of enthusiasm also extended beyond the digital realm.

Another American RedNote user, by the name of Dawson, shared his grandmother's first-ever trip from Dallas, Texas, to the Chinese capital of Beijing to celebrate the Spring Festival. From exploring Nanluoguxiang, a famous narrow alleyway, and dining at local eateries, to ice skating on Houhai Lake and marveling at the snow on the Great Wall, every moment proved a new and unforgettable adventure.

"Truly a new experience for the [Chinese] New Year!" Dawson exclaimed. In the comments, Chinese netizens recommended many other worthwhile travel routes to his grandmother.

A hint of traditional flavor

Riding the wave of the "China Travel" craze that erupted on overseas social media last spring, the beginning of this year has seen a surge in international traffic on domestic platforms, leading to a flurry of account reconciliations among netizens. And the cost-effectiveness of traveling in China has captivated foreign travelers.

This year's Spring Festival was particularly special as it was the first celebration since the holiday was inscribed on the United Nations Educational, Scientific and Cultural Organization's (UNESCO) Representative List of the Intangible Cultural Heritage of Humanity in December 2024.

Thanks to China's expansion of its visa-free entry and transit policies and the introduction of new cross-border travel facilitation measures throughout 2024, international tourism became a major driver of the tourism market as the country rang in the Year of the Snake on January 29 (according to the Chinese lunisolar calendar). China has introduced a unilateral visa-free entry policy for passport holders from 38 countries and extended its visa-free transit period from 72 hours to 240 hours. These measures have enhanced convenience for inbound tourists and contributed to an increase in arrivals.

According to a recent report released by Trip.com, a leading online Chinese travel agency, cross-border travel bookings surged 30 percent year on year during the holiday period, which ran from January 28 to February 4.

The data revealed that inbound travel bookings on the platform soared 203 percent compared to the Spring Festival holiday last year (February 10 to 17). Of all these, short-haul inbound bookings from Japan, the Republic of Korea, Singapore, Malaysia and Thailand jumped 130 percent, whereas long-haul inbound bookings from France, Spain, Italy, Canada and Australia, among others, climbed nearly 120 percent year on year.

On Trip.com's international version, tickets for intangible cultural heritage events, including lantern festivals, temple fairs and theatrical performances, skyrocketed by nearly 7.5 times compared to 2024.

In Shanghai, the Yuyuan Garden Lantern Festival drew attention from both domestic and foreign tourists. The large lantern displays, featuring the Snake zodiac animal and mythical creatures inspired by the ancient text Shan Hai Jing (Classic of Mountains and Seas), delighted onlookers.

In the month prior to the Spring Festival, orders from overseas travelers for experiences such as Peking Opera shows and Sichuan Opera face-changing performances increased more than sixfold compared to the same period last year. This trend suggests that interest in intangible cultural heritage experiences is expected to continue growing.

Travel tides

As director of the Europe Market Division of the Inbound Department at China International Travel Service, Zhou Zhanfeng has keen insights into the evolving landscape of China's inbound tourism market.

"In recent years, this market has shifted toward individuality and the integration of experiential content into daily life," he explained. "Foreign tourists are increasingly interested in immersing themselves in China's traditional culture and lifestyle, rather than simply visiting popular scenic spots," Zhou told Beijing Review.

Zhou added that intangible cultural heritage experiences, such as the Yuyuan Garden Lantern Festival in Shanghai, are especially appeal to travelers from overseas because they offer unique and authentic encounters with Chinese culture. "These events allow visitors to feel the charm of China's traditional culture and deepen their understanding of the country," he said.

Erin Young, a tourist from New Zealand, celebrated her first Spring Festival in Shanghai and was captivated by the city's iconic Bund's stunning views and delectable cuisine. "Disneyland Shanghai was fun, but the Yuyuan Garden Lantern Festival was my favorite. It's said to have the strongest festival vibe in Shanghai," she told Beijing Review.

Even though not a tourist, Federico Sabatini, an Italian student at East China University of Science and Technology in Shanghai, also celebrated his first Chinese New Year this year. "Initially, as a foreigner, I didn't feel much, but as the festival celebrations approached, everyone's joy became contagious," he shared on his RedNote account. His Chinese New Year adventure took him to Beijing, Shenzhen and Hong Kong Special Administrative Region, each offering unique travel experiences across China.

Adding new dynamics

According to Zhou, "Inbound tourist numbers to China in 2024 exceeded expectations. The China Pavilion at the 2024 China International Travel Mart last November attracted nearly 600 global travel buyers, reinforcing China's status as a leading tourism destination. Inbound tourism is set to become a hot economic sector in 2025-26," he speculated.

He added that the recovery of China's inbound tourism is largely attributed to policy support and corporate innovation. "The government has relaxed inbound tourism regulations, making it more convenient for foreign tourists [to enter the country]. Plus, tourism companies are exploring new business models to better meet market demands," he explained.

According to data released by the National Immigration Administration, the number of foreign visitors entering China with visa-free privileges reached 20.115 million in 2024, a year-on-year increase of 112.3 percent. Moreover, the rising popularity of RedNote among overseas netizens since late January has provided travelers with new opportunities to discover China, its attractions and wide-ranging products.

Zhou believes that while inbound tourism offers great prospects, it is also challenging for companies to capitalize on them amid fierce competition within the industry. He emphasized that only through continuous innovation and adaptation to market changes can companies secure a competitive edge in this intense environment. "Personally, I think this situation presents a particularly good opportunity for advancing and innovating inbound tourism products," he concluded.