A remarkable cultural phenomenon is sweeping across China’s tourism sector as international visitors flock to the mainland to immerse themselves in authentic Spring Festival traditions. This surge in cultural tourism coincides with the viral social media trend of ‘Chinamaxxing,’ where Western Gen Z enthusiasts enthusiastically adopt and celebrate Chinese cultural elements.
With the Chinese New Year commencing on February 17th, the extended nine-day holiday period beginning February 15th has transformed from a primarily domestic family reunion occasion into an international cultural showcase. Foreign travelers are increasingly choosing China as their destination to experience firsthand the vibrant festivities, traditional performances, and rich cultural heritage associated with the Lunar New Year celebrations.
Travel industry data reveals substantial growth in international arrivals. Springtour.com reports a striking 100% year-on-year increase in inbound tourist bookings through their platform as of January 27th. Simultaneously, Qunar, another major online travel agency, documented a 30% rise in flight reservations made with non-Chinese passports for mainland destinations during the holiday period.
The demographic composition of visitors shows particular strength from Asian markets, with South Korea, Vietnam, Singapore, Australia, and Indonesia leading in tourist numbers. Notably, European and South American travelers are contributing significantly to this upward trend, with Argentine visitors showing an extraordinary ninefold increase compared to the previous year’s Spring Festival period.
While megacities like Shanghai and Beijing continue to dominate as preferred destinations, emerging tourist spots including Guilin in Guangxi Zhuang Autonomous Region and Datong in Shanxi Province are gaining substantial traction among international travelers seeking authentic cultural experiences beyond the conventional tourist circuit.