As the Chinese mainland welcomes the Year of the Horse, foreign travelers are embracing the Spring Festival like never before. Official forecasts predict daily cross-border passenger flows during the holiday season will exceed 2.05 million, marking a 14.1% year-on-year increase. Flight bookings by international visitors have quadrupled in the past two weeks compared to 2025, signaling a resurgence in cultural tourism.
Winter Wonders and Tropical Retreats
From Heilongjiang's snow-capped vistas to Hainan's sun-drenched shores, travelers are immersing themselves in China's seasonal contrasts. Northeast China, Xinjiang, and Qinghai have seen bookings surge for ice-and-snow experiences, while Yunnan and Hainan attract those seeking warmer climates. Heilongjiang reported 244,000 cross-border travelers in January 2026 alone—a 29.7% annual increase.
Hainan's Customs Upgrade Fuels Growth
All eyes are on Hainan as it celebrates its first Spring Festival since launching independent customs operations in December 2025. Immigration authorities project 80,000 travelers through the island's three major airports during the holiday period, a 24% jump from 2025. The tropical province has become a hub for duty-free shopping and traditional craft workshops.
Travel analysts note the Spring Festival is evolving into a global cultural phenomenon, with international visitors drawn to ancestral traditions, regional cuisines, and China's diverse landscapes. As cross-strait and international connections rebound, this year's celebrations highlight Asia's growing role in shaping global travel trends.
