According to the newly revised "Regulation on Public Holidays for National Annual Festivals and Memorial Days" released in November, the 2025 Chinese New Year holiday will be extended by one day, bringing the total to 8 days. This change has further stimulated public enthusiasm for travel during the holiday period. On December 14th, LN Holdings' CGZL released the "2025 Winter Holiday and Spring Festival Domestic Travel Trend Report" (here in after referred to as the "Report"), predicting trends for the 2025 winter break and Spring Festival travel.

Recently, "Spring Festival, social practices of the Chinese people in celebration of the traditional new year" was inscribed to UNESCO's Representative List of the Intangible Cultural Heritage of Humanity. The Report shows that the successful inscription of the Spring Festival in the heritage list has significantly boosted travelers' enthusiasm for experiencing traditional Chinese New Year customs, with "reunion dinners" and "family reunions during travel" becoming the most popular activities during the festival.

The Report highlights that, with the Spring Festival holiday falling early in the winter break, travel will exhibit a "double peak" pattern. The first peak will be between January 20th and 25th, focused on 5 to 6-day trips, allowing travelers to return home for the Chinese New Year after their winter break trip. The second peak will occur from January 29th to February 1st, with trips ranging from 4 to 8 days. In terms of pricing, approximately 80% of domestic travel products for the 2025 winter break and Spring Festival will see a price reduction of 10% to 40%.

As the first Spring Festival Golden Week following the successful application for the heritage listing, three main themes will dominate domestic travel for the holiday, namely "Cultural experiences," "Snow and ice adventures," and "Family fun." Over 90% of travel products will incorporate traditional Chinese New Year celebration elements.

The popularity of "southern cultural experiences and northern snow activities" continues to rise. To meet travelers' demand for cultural experiences, various locations have enriched their Spring Festival products by emphasizing itinerary planning, special New Year offerings, and the organization of exclusive activities. For example, the night cherry blossom lantern shows and long-table reunion dinners in Fujian, intangible cultural heritage performances, "Shehuo", in Xi'an, and Tujia family traditions in Hunan.

During the winter break and Spring Festival, cross-provincial tourism in the Heilongjiang, Jilin, and Liaoning regions, along with the ice and snow elements in the Arxan area, are becoming increasingly popular. The Arxan routes integrate two well-known destinations on the Internet, arxan and Mohe. Data shows that approximately 70% of participants in these tours are under the age of 40.

The Report estimates that family travelers will account for about 80% of the travel market during the 2025 winter break and Spring Festival, with keywords like "snow and ice" and "cultural education" gaining popularity. Popular family destinations include Beijing, Yunnan, Xi'an, Hunan, northeast China, Guizhou, Hubei, and Hebei.

CGZL reports that the demand for small group tours has grown by about 700% compared to the same period in 2019, indicating that "small group travel" is becoming increasingly popular among tourists. Small group tours across provinces will cover places like Fujian, shandong, Xizang, Hunan, Hainan, and Shaanxi, with prices only rising by 5% to 20% compared to regular group tours.

Source: lingnan On the Cloud

用旅游向全世界展现中国年：2025寒假春节国内游大幕拉开

根据11月新修订的《全国年节及纪念日放假办法》，2025年春节假期将增加1天，共计8天，这一新变化进一步激发了大众春节出游的热情。12月14日，岭南控股广之旅发布《2025年寒假春节国内游趋势报告》（以下简称《报告》），对2025年寒假春节的出游趋势展开预测。

近日，“春节——中国人庆祝传统新年的社会实践”被联合国教科文组织列入人类非物质文化遗产代表作名录。《报告》显示，春节“申遗”成功显著提升了游客对年俗活动体验的热情，“吃年夜饭”“旅途团圆”成为关注度最高的春节两大玩法。

《报告》指出，由于春节假期在寒假初期即到来，游客出行将呈现出“双高峰”：首个高峰集中在1月20日-25日，以5-6天行程为主，便于游客在寒假旅行后返家过年；第二个高峰出现在1月29日至2月1日，出行天数在4-8天不等。价格方面，2025年寒假春节约80%的国内游产品有10%-40%左右下调。

作为“申遗成功”的首个春节黄金周，“文化新赏享地道中国年”“冰雪新玩 畅游冰雪季”“亲子新趣寓教于乐”成为寒假春节国内游的三大关键词，超过90%的产品中融入了传统新年庆祝元素。

“南赏民俗、北玩冰雪”热度持续走高。据悉，为满足游客对民俗体验的需求，各地春节产品从行程规划、新春礼遇、专场活动策划等方面营造了浓厚的年味，如：福建的夜游樱花灯会与长桌团年饭，西安的非遗民俗社火表演，湖南的土家族家庭年俗等。

寒假春节期间，“黑吉辽三省联游”以及阿尔山地区相关产品冰雪元素更为丰富、体验更多元，其中阿尔山线路同时融入阿尔山、漠河两大“网红IP”。收客数据显示，该线路约70%的报名者为40岁以下游客。

《报告》预计，2025年寒假春节期间亲子游客群占出游人群的80%左右，“冰雪”“文化教育”等关键词备受家庭关注，亲子游热门目的地包括北京、云南、西安、湖南、东北、贵州、湖北、河北。

旅行社统计显示，2025年寒假春节小团产品收客规模较2019年同期增长约700%，意味着“小团出游”受到越来越多游客欢迎。据悉，小团跨省旅游产品将覆盖福建、山东、西藏、湖南、海南、陕西等地，价格仅较常规团队游上浮5%-20%。

文、图丨记者 刘星彤 通讯员 詹小澜
翻译丨邹晓华
审校丨王枥焓