Reverse Migration: A New Holiday Trend Emerges
As the Spring Festival holiday concludes, traditional homecoming customs are being reexamined. An increasing number of young Chinese are choosing to travel during the holiday season rather than returning to their hometowns, seeking alternative ways to experience the fading essence of traditional celebrations.
The phenomenon, dubbed "reverse migration," has gained significant traction. Zhang Chen (pseudonym), a white-collar worker, represents this shift. He cites highway congestion, family pressure regarding marriage, and formulaic visits to relatives as reasons to avoid traditional celebrations. Official data shows a 15.3% year-over-year decrease in passenger traffic on the first day of the 2024 Spring Festival travel season, with train ticket bookings down 25% and average airfare prices dropping 30%.
Temple Pilgrimages: Spiritual Needs Take Center Stage
Temples emerged as unexpected hotspots during the holiday period, reflecting growing spiritual needs among urban populations. Beijing's Yonghe Temple saw over 40,000 advance reservations for the first incense offering on New Year's Day, with devotees braving subzero temperatures and 10-hour queues.
Similar scenes unfolded at Hangzhou's Lingyin Temple, where the cable car wait time exceeded two hours. Authorities reported recovering 38 lost IDs from different provinces, highlighting the massive crowds. This temple economy boom mirrors Japan's experience during its economic stagnation, where spiritual commodities like omamori (protective amulets) became cultural mainstays.
Local Celebrations: Cultural Heritage Finds New Life
Smaller cities demonstrated stronger preservation of traditional customs. At Henan's Taihao Mausoleum, a modest 20-square-meter stall selling local compressed cakes fetched an astonishing 970,000 yuan in rental fees during the temple fair. Vendors reported 70% profit margins during peak periods, supported by continuous three-year pilgrimage traditions believed to ensure divine favor.
The fifth day of the new year, considered an auspicious day for business openings, saw snowbound queues forming before dawn at Shanxi's Wuye Temple, renowned for wealth blessings. These phenomena suggest enduring cultural practices in regional markets.
Cultural Tourism: Tradition Meets Modern Entertainment
The 2025 Spring Festival Gala significantly boosted tourism to featured locations. Reunions of classic performers like Ye Tong and Zhao Yazhi drove a 14.19% increase in West Lake visitors compared to 2024. Other gala locations including Wuhan's Yellow Crane Tower saw over 60% surge in popularity.
With 2025 marking the first year of Spring Festival's UNESCO intangible cultural heritage status, traditional celebrations gained renewed interest. Cities like Tongling, Shantou, and Quanzhou recorded double-digit tourism growth, while cultural activities like Zigong's lantern festival and Chaozhou's Yingge dance topped travel platform trends.
Global Celebrations: Cross-Border Cultural Exchange
International interest in Chinese New Year reached new heights. Shanghai's Bund reportedly hosted millions on New Year's Eve, including numerous foreign visitors. Travel platforms recorded 30% year-over-year growth in cross-border bookings, with ticket and rental car orders surging over 70%.
Meanwhile, Chinese tourists spread celebrations worldwide, visiting 2,100 international cities—a 50% increase from 2024. Popular destinations included Japan, Malaysia, and Singapore. Expanded flight routes, particularly between China and South Korea's Jeju Island, facilitated this cultural exchange, suggesting sustained growth in global Spring Festival participation.