GuShiio.com Wen| Planet of Value, author| Come back, editor | Ji ran
The Spring Festival holiday is over, and Zhang Chen (pseudonym), a migrant worker who has been playing outside for more than a week, is also going back to work.
This Spring Festival, Zhang Chen chose not to return home for the first time to celebrate the Spring Festival. He explained that returning home during the Spring Festival must not only endure high-speed congestion, but also deal with parents and relatives ‘pressing for marriage during the New Year, and also send express New Year greetings to relatives. Moreover, the New Year’s flavor in his hometown was getting weaker and weaker, giving him the urge to escape. Therefore, a group of young people like Zhang Chen chose to travel during the Spring Festival.
Public data shows that passenger flow on the first day of Spring Festival travel in 2024 will drop by 15.3% year-on-year; the train ticket booking rate will drop by 25% compared with previous years; the average price of air tickets will drop by 30% year-on-year; and the number of people returning home is expected to decrease by 1 million +.
In contrast, with the reduction in returning migrant workers and the longest Spring Festival holiday in history, the tourism market is booming in 2025.
Top notch temples, millions of booth fees
Between going to work and making progress, choose to pay incense; between asking for help and yourself, choose to seek Buddha; between doing and doing, choose to do something.”……
During the special festival of the Spring Festival, people’s huge demand for wealth, marriage, career, studies, health, and happiness makes temples the top of the Spring Festival.
In old Beijing, there is a tradition of seeking happiness for men and red snails for women. According to folk saying, it is the best for men to go to Yonghe Temple to pray, while it is the best for women to go to Hongluo Temple, especially to seek marriage.
At 7 a.m. on the first day of the Lunar New Year this year, the number of pilgrims booked in Beijing’s Yonghegu Temple has exceeded 40,000. Even in the cold wind of minus 10 degrees in Beijing, some people still queued for nearly 10 hours, even in order to grab the first incense stick for the Spring Festival., known as the first queuing site in China.
The queuing scene at Lama Temple. Source: Tencent News
Also on the first day of the New Year’s Eve, at Lingyin Temple in Hangzhou, due to the large number of pilgrims, the queue for more than 2 hours at the North Peak Cableway. People lost their ID cards, wives, and children everywhere. Some police officers on duty even picked up 38 ID cards from different provinces and cities.
In the sinking market, after visiting relatives two days before the Chinese New Year, major attractions ushered in a tourist climax. On the fourth day of the New Year, the Taihao Mausoleum in Huaiyang District, Zhoukou City, Henan Province was still crowded with a large number of tourists inside and outside the scenic area even though the local cold wind was biting that day. The booth fee for selling local specialty compressed buns outside the scenic spot is less than 20 square meters, and the auction price is as high as 970,000 yuan.
The Tahao Mausoleum is crowded with tourists. Source: Photo taken by the author
The stalls in the Taihao Mausoleum Scenic Area are crowded with tourists. Source: Photo taken by the author
Lu Wei (pseudonym), a local compressed bun vendor, said that the cost of compressed buns is relatively low, and the gross profit rate of 12 compressed buns selling for 10 yuan can reach more than 70%. However, based on the per capita consumption standard of 20 yuan, without the support of the huge passenger flow brought by the Taihaoling Temple Fair during the Spring Festival, almost no one would dare to win the stall for a million.
There is an unwritten rule here. To go to the Taihao Mausoleum to pray, one must go there for three consecutive years, so that the gods can see the sincerity of the pilgrims and pray for anything they ask. Based on this, the incense of Taihao Mausoleum is very strong, especially from the 20th of the twelfth lunar month to the third day of March of the following year, there is an endless stream of pilgrims coming to pray every day. During peak periods, Mixue Ice City near Taihao Mausoleum has to wait at least two or three hours to buy a cup of milk tea. ldquo; Not opening for half a year, and opening for half a year is the norm for doing business in the Taihao Mausoleum Scenic Area.
970,000 compressed steamed buns are online celebrity shop. Source: Photo taken by the author
As the fifth day of the Lunar New Year is the God of Wealth Day in the folk sense, even if the weather is bad on that day, many individual bosses will still choose to start work for good luck and good luck. Wuye Temple located in Xinzhou City, Shanxi Province, due to the folk saying that seeking wealth must be spiritual, incense is particularly strong in front of the temple on the fifth day of the first month every year. Even though there was snow floating outside Wuye Temple on the fifth day of the first month of this year, there was already a long line in front of Wuye Temple at 2 to 3 in the morning.
The lively scene in front of Wuye Temple. Source: Douyin
In fact, the temple economy has been particularly hot in the past two years, and this popularity may continue in the future. Consumer Liu Hang (pseudonym)’s thoughts represent most people: whether it is going to the temple to burn incense and pray for peace and smooth sailing, or asking the gods for peace and smooth sailing, everyone wants to temporarily stay away from the noisy life and pressure. The disturbing space of the world. rdquo; Temples provide a spiritual world beyond reality and undoubtedly help many ordinary people relieve anxiety and stress. After all, whether it is Tarot or various psychological counseling, the relatively high consultation fees are beyond the reach of many ordinary people.
In fact, in the past 30 years since Japan disappeared, it has continued to heal the development of economic and spiritual consumption industries. ldquo; Imperial Shou (a kind of domestic amulet) has gradually evolved from a Japanese cultural symbol to a spiritual sustenance tool, and many Japanese even use it as a symbol of spiritual healing. Public data shows that as early as 2010, annual sales of Japan’s Oimori market exceeded 300 billion yen.
The continued changes in the domestic economy and society in 2025 may allow more consumers to go to temples to complete spiritual healing.
Spring Festival Gala tours and intangible cultural heritage tours to find the missing flavor of the New Year”
In many people’s feelings, this year’s Spring Festival has become increasingly devoid of the flavor of the New Year.
The New Year may still be the same year, but those who can feel the fun of the New Year are the current 10s and older children born in the 10s, or the 20s who don’t have much concept of the New Year. In order to find the flavor of the New Year in their childhood memories, many people have embarked on a journey to find the flavor of the New Year. Especially the 2025 Spring Festival Gala of the Year of the Snake is driving many scenic spots to become popular.
For example, in the 2025 CCTV Year of the Snake Spring Festival Gala, while the contract between Ye Tong and Zhao Yazhi evoked countless childhood memories born in the 1980s and 1990s, a large number of tourists went to the West Lake and Leifeng Pagoda to check in. Public data shows that on the first day of the New Year, the passenger flow received by the West Lake Scenic Area increased by 14.19% compared with the same period in 2024 to 458,700, and the passenger flow of paid parks increased by 5.75% compared with the same period in 2024 to 148,900.
Source: “2025 CCTV Year of the Snake Spring Festival Gala”
Ctrip Jingwan data shows that the popularity of the Spring Festival Gala branch venues in Chongqing, Wuhan, Hubei, Lhasa, Xizang, and Wuxi, Jiangsu, all increased by more than 50%. During the Spring Festival, the popularity of the Yellow Crane Tower rose by more than 60%, and the number of tickets sold in two days of invoice sales exceeded 10,000.
2025 is the first Spring Festival cultural heritage application to be successful. After his comeback, Li Ziqi will continue to bring popularity to the intangible cultural heritage. Compared with some high-line cities, the sinking city has a better flavor of the New Year. Many tourists are looking for the flavor of the New Year among the intangible cultural heritage. Ctrip data shows that on New Year’s Eve, Tongling, Shantou, Chaozhou, Datong, Langzhong and other places all increased by more than double digits. Folk activities such as Zigong Chinese Lantern Festival World, Shantou English Song and Dance, Quanzhou West Street Puppet Theater Performance, Yuyuan Folk Lantern Festival, and Songcheng Eternal Love are on the list of Ctrip travel hotspots.
The popularity of intangible cultural heritage during the Spring Festival in 2025 is only the beginning. As the tourism market continues to divide in 2025, cultural tourism and study tours may push intangible cultural heritage tourism to new heights.
Chinese and foreign tourists travel in both directions, and cross-border travel becomes a highlight
Not only domestic consumers are looking for the flavor of the New Year, but a large number of overseas consumers are also looking for the flavor of the New Year in China. On social media platforms, many netizens said that there were 100 million people on the Bund in Shanghai on New Year’s Eve! Among them are foreigners who stay in Shanghai for the New Year, as well as a large number of foreign tourists.
Ctrip data shows that on New Year’s Eve, cross-border travel orders increased by more than 30% compared with the same period of the Spring Festival last year. Among them, ticket and car rental reservation orders surged by more than 70%, and air tickets, hotels, train tickets, B & Bs, etc. all showed double-digit growth; Qunar data shows that cities with strong historical and cultural significance have higher ticket bookings and are the most popular destinations for foreigners.
In addition, the increase in aircraft routes between China and overseas countries has also made it a reality for overseas tourists to buy tickets and check in China on Friday.
Take South Korea as an example. Quoting the South Korean media “Joongang Daily News”, in early 2025, the direct flight route connecting Jeju, South Korea and China will be expanded from the existing 9 cities to 12 cities, and the number of round-trip flights will increase to 18 per week. A total of 112 flights are expected to occur every week. With the continuous expansion of direct flights from China, coupled with the current routes to Tokyo, Osaka, Taipei and Singapore, Jeju Airport’s international routes will connect 16 cities, and the total number of flights per week will increase to 145. With such dense routes, inbound tourism during the Spring Festival in 2025 will break out or begin.
When foreign tourists experience the flavor of the New Year in China, China tourists choose to celebrate the New Year overseas. Ctrip data shows that more tourists celebrate the New Year’s Eve in Japan, Malaysia, South Korea, Singapore and Vietnam. China tourists during the Spring Festival this year cover more than 2100 overseas cities around the world, an increase of 50% over last year.
The 2025 Spring Festival holiday has come to an end, but the reshuffle and game belonging to the 2025 Dawen travel industry have just begun. How to respond to changes in the consumer market and explore more new highlights, how to improve service quality and level, and how to find more ways to break through the circle may become a long-term issue for the Dawen travel industry in 2025.
