Following the introduction of snow holidays in regions like Xinjiang and Jilin, young students in Hulunbuir, Inner Mongolia, are set to enjoy a five-day "snow break." According to Meituan Travel data, travel enthusiasm among Hulunbuir residents surged during the holiday period from December 24 to 28, with flight and train ticket bookings up 88% year-on-year. Short-distance trips and intra-provincial travel are expected to dominate, with Beijing, Xing'an League, and Hohhot emerging as top destinations.
The implementation of special holiday policies, such as "spring-autumn breaks" and "snow holidays," has concentrated demand for family travel, driving sustained growth in local and regional tourism. On December 9, Jilin’s first snow holiday concluded, with flight and train bookings rising 41% year-on-year, while hotel and homestay reservations increased by 30%. Popular destinations within Jilin included Changchun, Yanbian, and Jilin City, with spillover demand extending to nearby cities like Harbin and Shenyang, reflecting a "hot in-province, warm in-neighboring-regions" trend.
Experiencing quality snow activities close to home has gained traction. Meituan Travel data highlights Tian Ding Shan Ski Resort, Miao Xiang Shan Ski Resort, and Changchun Lianhua Mountain Ski Resort as top choices. County-level tourism also performed strongly, with Jiaohe, Dunhua, and Hunchun in Jilin becoming favored destinations.
"Emotional value" is increasingly shaping travel decisions, shifting focus from check-in tourism to immersive experiences. Jiaohe City, home to three national forest parks and leveraging the terrain of the Changbai Mountains, has become a hotspot for hiking enthusiasts. Xi Tu Mountain, known as "Jilin’s First Snow Ridge," saw a 155% surge in searches during the holiday due to its early snowfall and rime scenery.
In Xinjiang’s Altay region, many tourists opted for local snow holidays, deepening their engagement with winter sports. Meituan Travel noted strong demand for skiing-related trips, with searches for "Altay skiing" and "Altay homestays" rising significantly. From November 29 to December 7, flight and train bookings from Altay jumped 169% year-on-year.
Family travelers also showed heightened interest in cultural and educational sites. Scenic spot ticket bookings in Changchun surged 149%, with the Jilin Provincial Science Museum and Jilin Provincial Museum ranking among the most popular destinations.
The introduction of innovative holidays like "spring-autumn breaks" and "snow holidays" has injected new vitality into cultural and tourism consumption. Meituan Travel emphasized its commitment to enhancing one-stop travel services—covering dining, lodging, transportation, entertainment, and shopping—to meet the growing demand for short-distance and immersive travel experiences.
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