During the New Year’s Day holiday of 2023, China saw 52.7134 million domestic tourism trips nationwide, a year-on-year increase of 0.44%, and a comparable recovery of 42.8% compared to the same period in the 2019 New Year’s holiday, according to the data of China’s Ministry of Culture and Tourism.
Domestic tourism revenue was RMB 26.517 billion, a year-on-year increase of 4.0% and a comparable recovery of 35.1% compared to the same period in the 2019 New Year’s Day holiday.
“Cold escape” is still the first choice for Chinese travelers. Traveling to warmer climes is a favorite. Southern China’s mild winter weather attracts many tourists at home and abroad to escape from the cold. Tourism in rural areas of Guangdong cities such as Meizhou, Qingyuan, and Shantou was a particular bright spot.
According to Alibaba’s OTA platform Fliggy, the amount of tourism bookings in Hainan destinations increased by more than 50% compared with 2022.
At the same time, during New Year’s Day, the number of tourist merchandise bookings, including keywords such as “seascape”, “island”, and “surfing” increased by more than 60% year on year.
The orders for cross-provincial and trans-city tours accounted for nearly 80%, reaching the peak in nearly a year. More than 70% of the post-90s and post-00s young users became the main force during this holiday.