China’s tourism sector during the Spring Festival period of 2024 (Chinese New Year Golden Week), demonstrated a robust recovery from the impacts of the pandemic and indicating a positive outlook for the future of both domestic and international travel in China.
China witnessed a remarkable surge in tourism activities, with domestic travels reaching 474 million, a 34.3% increase from the previous year and a 19.0% rise compared to the same period in 2019, according to data from China Ministry of Culture and Tourism.
This period saw domestic tourists spending a staggering 632.687 billion yuan, marking a 47.3% year-on-year increase and a 7.7% growth from 2019 levels.
On average, each traveler expended approximately 1,335 yuan, underscoring the sector’s robust recovery and the growing enthusiasm for travel among the Chinese populace.
In addition to domestic travels, cross-border tourism also saw a significant uptick, with about 6.83 million inbound and outbound trips. The distribution between outbound and inbound travels was fairly balanced, with approximately 3.6 million outbound trips and 3.23 million inbound trips, highlighting China’s appeal as both a premier global travel destination and a significant source market for international tourism.
The cultural and entertainment sectors benefited from this travel boom, with 16,300 commercial performances happening nationwide, witnessing a 52.10% increase over the previous year.
These performances generated 778 million yuan in ticket sales, up 80.09% from the previous year, and attracted 6.5765 million attendees, marking a 77.71% increase year-over-year.
The 2024 Spring Festival film market set new records, with total box office revenues reaching 8.023 billion yuan. This achievement was supported by an unprecedented number of cinema-goers, 163 million, and screenings, 3.937 million, highlighting the entertainment industry’s significant role in China’s tourism and cultural landscape.
Reflecting on the entire year of 2023, domestic travel figures reached 48.91 billion trips, a 93.3% increase from the previous year.
Urban and rural residents alike contributed to this surge, with urban residents undertaking 37.58 billion trips (a 94.9% increase) and rural residents accounting for 11.33 billion trips (an 88.5% increase).
The total expenditure by domestic tourists soared to 4.91 trillion yuan, up 140.3%, indicating a robust demand for travel and leisure activities.
These statistics underscore the resilience and potential of China’s tourism industry, signalling the start of a new growth era in the post-pandemic world.
As travel restrictions ease and consumer confidence returns, the sector is poised for further expansion, promising significant economic benefits.