Celebrating the Spring Festival in China has emerged as a major global trend in 2026. Inbound arrivals doubled year-on-year, while international flight bookings surged by over 400%. Beyond traditional sightseeing, foreign visitors are increasingly drawn to "immersive experiences" - venturing into rural areas to participate in intangible cultural heritage, such as the Yingge dance and traditional folk customs, to live like locals and touch the essence of Chinese reunion culture.
This boom is powered by China’s broadening "visa-free circle." With Canada and the UK recently added, the number of unilateral visa-free countries reached 50, with visa-free entries accounting for over 70% of total foreign arrivals this holiday. Coupled with the global success of cultural IPs like Black Myth: Wukong and the Spring Festival’s UNESCO listing, China’s ancient traditions and modern vitality are resonating with hearts worldwide.
Market insights suggest China is on track to become one of the world’s fastest-growing inbound tourism destinations. International visitor spending is projected to reach 1.5 trillion yuan (approx. $217.72 billion) by 2035. This surge not only highlights the enduring appeal of Chinese culture but also underscores the vast potential of the inbound market as a powerful engine for trade and consumption growth.