Tourists are seen on the Duanqiao Bridge, or the Broken Bridge in the West Lake scenic area during the Spring Festival holiday in Hangzhou, east China's Zhejiang Province, Feb. 3, 2025. [Photo/Xinhua]

China's domestic tourist attractions recorded more than 500 million visits during the just-concluded Spring Festival holiday, demonstrating the strong consumption power of the Chinese people at home and abroad.

Destinations featuring snowy views or Chinese cultural vibes proved to be especially popular during the holiday period, which was the first Spring Festival celebrated after the event was added to UNESCO Intangible Cultural Heritage list in December.

Figures released on Wednesday by the Ministry of Culture and Tourism show that during the eight-day break from Jan 28 to Tuesday, trips to domestic tourist attractions increased 5.9 percent year-on-year to around 501 million visits.

Tourism-related expenditures during the holiday reached more than 677 billion yuan ($93.1 billion), up 7 percent year-on-year, according to the ministry's statistics.

Spring Festival, the first day of the first month of the Chinese calendar, fell on Jan 29 this year and marked the beginning of the Year of the Snake.

The ministry said that destinations highlighting folk performances or nighttime amusement events, including lantern shows in the provinces of Anhui and Sichuan, and fireworks shows in Hunan province, were favored by travelers seeking an immersive Chinese cultural experience and a festive atmosphere. Museums were also popular during the holiday.

Li Jianhua, a 50-year-old resident of Hebei province, spent the holiday in Datong, Shanxi province. The city is known for its historical architecture, well-preserved ancient towns and Buddhist grottoes.

"I went to the city in October for the first time and went again for Spring Festival," Li said. "I've watched many creative or classic lanterns from the well-protected city walls, which were breathtaking. The traditional cultural vibes hit me. I also bought some cultural and creative products as souvenirs."

According to the ministry, destinations with snow views or winter sports activities in the Xinjiang Uygur autonomous region and in northeastern provinces such as Heilongjiang and Jilin were also top choices for holiday travelers.

Figures from travel agencies showed the popularity of winter tourism during the holiday.

Travel portal Tuniu said domestic winter tourism was at its peak from early January to the Spring Festival holiday, and travelers living in southern or eastern provinces with milder climates such as Guangdong and Fujian have stronger interest in experiencing "freezing trips".

Tuniu said that destinations in northeastern provinces, including Heilongjiang's Harbin — recognized as China's winter fairyland — and Mohe, China's northernmost city, and Changchun in Jilin were among the top destinations for winter attraction enthusiasts over the holiday.

For overseas traveling, Japan, Thailand, the Maldives and Indonesia remained popular for Chinese people during the long holiday because of their relatively close proximities, friendlier visa policies and lower travel costs, according to Tuniu.

In addition, both the culture and tourism ministry and travel agencies noticed that the traditional celebrations and cultural vibes of Spring Festival have increased China's attractiveness to international travelers over the holiday who were interested in experiencing intangible cultural events such as temple fairs, lantern shows and operas.

Online travel agency Trip.com Group said that most of the inbound international travelers during Spring Festival were from South Korea, the United States, Malaysia and Singapore. They chose Shenzhen and Guangzhou in Guangdong province, as well as Shanghai and Beijing, to experience the bustling holiday.

It added that ticket bookings for events focusing on intangible cultural programs surged more than sevenfold on the overseas version of its platform during the holiday.

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