
Spring Festival: UNESCO Listing Sparks Surge in Cultural Travel
Folk dances in southern China; puppet shows in the east; and festive temple fairs across the country. With the inclusion of the Spring Festival in UNESCO’s Intangible Cultural Heritage list, travel this year was marked by a surge in cultural tourism.
Outbound travel also saw a strong rebound, with Japan continuing to be the top destination. Other popular spots included Thailand, Singapore, and long-haul destinations like Spain and Australia.
Spring Tour reported a 30% increase in travelers this year compared to 2024, with a significant portion of searches for intangible heritage experiences coming from Generation Z.
The surge in interest was particularly evident in cultural tourism, with searches for “intangible cultural heritage” experiences up by 212%. Interest in “Spring Festival temple fairs” increased by 633%.
National-level cultural activities also saw major spikes including searches for “Quanzhou Puppet Show,” “Zigong Lantern Festival,” and “Shehuo,” a lively folk performance associated with the festival.
Southern Chinese cities saw a sharp rise in tourism this Spring Festival, with cultural tourism orders up 50% in the Chaoshan region, known for its rich history, unique dialect, and traditional culture, particularly its cuisine and folk arts.
Meanwhile, in eastern Fujian province, Fuzhou and Quanzhou also saw significant growth. Quanzhou, a UNESCO-listed city, lured tourists with its ancient cultural heritage, including the puppet show and the popular hairpin flower craft.
Qian Xuefeng, a 54-year-old high school teacher from Ningbo, in eastern Zhejiang province, spent five days in the Chaoshan region with her family, drawn by the viral popularity of the region’s folk traditions.
“The stunning performances are everywhere on social media, so I really wanted to experience the festive atmosphere firsthand,” she said.
To secure a spot for the Yingge Dance performance in Puning City, many visitors arrived as early as 5 a.m., despite the show starting at 9 a.m. By 7 a.m., the venue was already packed.
“Seeing the Yingge Dance in person was truly breathtaking. The energy and sound of drums created a powerful atmosphere that was completely different from watching it on a phone,” Qian said.
Outbound travel rebounded strongly this year, with trips abroad rising 76% from last year, and Japan topping the list of destinations. Other popular choices included nearby hotspots like Thailand, Jeju Island, and Singapore, along with long-haul options such as Spain, Australia, and New Zealand.
Cruise tourism saw significant growth, with the number of international cruise travelers nearly tripling. Free independent travel also gained traction, rising by 56% from the previous year. Travelers aged 30 to 49 accounted for nearly 37% of all holiday travel, while family vacations remained a dominant trend.
(Header image: Tourists pose with members of a Yingge dance team in Shantou, Guangdong province, Feb. 2, 2025. Zhou Nan/VCG)