China’s Tourism Sector Surges During Spring Festival, Fueled by AI and Cultural Experiences

China’s domestic tourism sector experienced a record-breaking surge during the nine-day Spring Festival holiday, which concluded on February 17, 2026, with significant increases in bookings and spending, according to data from the online travel platform Fliggy. The holiday also saw a notable rise in international tourist arrivals, drawn by traditional Chinese culture and festive celebrations.

Record-Breaking Domestic Travel

Bookings for attractions soared by over 80 percent year-on-year, while hotel bookings increased by more than 75 percent during the Spring Festival holiday [1]. Travelers demonstrated a preference for more comprehensive travel experiences, with the per capita booking amount for domestic travel rising by approximately 10 percent compared to the previous year. The average length of stay in high-rated hotels also increased, reaching nearly three nights per person.

Package products combining accommodation and activities for popular theme parks and scenic spots witnessed a substantial increase in demand, with orders surging by 140 percent year-on-year.

Top Destinations

The most popular domestic destinations during the holiday period included Shanghai, Beijing, Guangzhou, Shenzhen, Hangzhou, Chengdu, Chongqing, Nanjing, Zhengzhou, and Wuhan [2]. These cities offer a diverse range of attractions, from historical sites like the Forbidden City in Beijing to modern entertainment options in Shanghai.

The Rise of AI in Travel Planning

The integration of artificial intelligence (AI) into travel planning became increasingly prevalent during the Spring Festival. AI assistants were widely used for booking dining reservations, flights, hotels, and purchasing movie tickets. Fliggy reported that the volume of AI-assisted bookings increased by more than 800 percent compared to the period before the holiday, indicating a growing consumer acceptance of AI-powered travel tools.

Growing International Interest

Inbound flight orders on Fliggy grew by nearly 10 times year-on-year during the Spring Festival, demonstrating a significant increase in international tourism to China. Shanghai, Guangzhou, Chengdu, Beijing, Dalian, Xi’an, Hangzhou, Shenzhen, Fuzhou, and Ningbo were the preferred entry points for international travelers seeking to experience Chinese culture, and festivities.

Cultural Attractions Remain Key

Cultural attractions continued to be a major draw for both domestic and international tourists. The Palace Museum, also known as the Forbidden City, remains a symbol of ancient China and a popular destination for those seeking to explore the country’s rich history [3]. Other attractions, such as the Henan Museum in Zhengzhou, featuring artifacts like the Jiahu bone flute, also attracted significant visitor numbers.

Looking Ahead

The strong performance of China’s tourism sector during the Spring Festival signals a positive outlook for the industry in 2026. The increasing adoption of AI and the continued demand for cultural experiences are expected to drive further growth and innovation in the travel market.