The 2026 Spring Festival is set to leave a remarkable mark on China's consumer market. The combination of a nine-day extended holiday, continuous policy incentives, and the deep-rooted tradition of family reunions unleashed extraordinary economic dividends during the Year of the Horse. Data from the Ministry of Transport indicates that cross-regional passenger flows during the holiday period (February 15–23) exceeded 2.8 billion trips. Vibrant consumer activity in Beijing, Sichuan, and Guangdong underscored the dynamism of a mobile society and surging consumption. From scenic travels to cultural experiences, the festival showcased the full strength of China's economic momentum.
According to a JD.com survey, 29% of respondents emphasized deeper experiential activities—such as intangible cultural heritage tours, handicraft workshops, and folk customs—over superficial sightseeing. The extra holiday day not only extended the celebration but also multiplied consumption opportunities. In Beijing, the 40th Longtan Spring Festival Temple Fair attracted crowds enjoying snacks and cultural festivities. The capital welcomed 19.843 million visitors over the nine days, generating 33.14 billion yuan in tourism revenue, characterized by strong demand, festive atmosphere, technological integration, and international appeal.
Sichuan also demonstrated impressive performance, hosting 58.6097 million tourists and achieving 44.574 billion yuan in tourism revenue, up 14.68% and 13.35% year-on-year, respectively. Guangdong, the nation’s largest provincial economy, reported 86.589 million visitors during the holiday, an 8.1% increase from the previous year’s eight-day period, with tourism revenue rising 13.9% to 84.89 billion yuan. Each percentage point of growth reflected bustling crowds and lively economic activity.
Cities leveraging intellectual property (IP) gained significant traction. As a featured location in the China Central Television Spring Festival Gala, Hefei in Anhui saw tourist numbers surge 31.3% and tourism spending increase 25.7%. This success highlighted the synergy between urban promotion and high-profile IP. Meituan Travel data revealed a 56% year-on-year rise in bookings for Yibin and a 30% increase for Hefei, while Yiwu emerged as the most popular county-level destination, attracting visitors with ten replica sites inspired by the gala.
Beyond favorable timing, innovative consumption scenarios played a key role. Inspired by the Milan Winter Olympics, ice and snow tourism gained massive popularity. Destinations like Harbin, Changchun, Shenyang, and areas in Xinjiang and Inner Mongolia saw record visitor numbers. Harbin Ice and Snow World received over 120,000 visitors on the third day of the lunar new year, setting a new record. Liaoning Province experienced a 280% year-on-year increase in scenic spot bookings.
The extended holiday also enhanced China’s global appeal. Ctrip data showed an 18% rise in foreign tourists staying 4–7 days and a 12% increase in those staying longer than a week. This exceptional performance was supported by precise policy measures. Before the festival, central and local governments rolled out coordinated initiatives to boost consumption, including the "2026 Happy Spring Festival Shopping" campaign, which integrated commerce, travel, culture, sports, and wellness to energize the market.
The outstanding results of the 2026 Spring Festival were no coincidence. They represented a convergence of extended holidays, policy support, IP influence, and industrial upgrades. The nine-day break not only prolonged consumption periods but also expanded its scope—from northern ice landscapes to southern coastal charms, and from urban lantern festivals to rural tranquility. The resilience and vitality of China’s consumer market were on full display during this Spring Festival.