This Spring Festival, traveling to smaller cities for the holiday has become a popular trend, with many visitors from first-tier cities heading to these locales in search of traditional festive atmosphere. A recent visit to Quanzhou in Fujian Province revealed that, although the holiday period has not yet begun, West Street in Quanzhou is already bustling with tourists adorned with traditional floral hair accessories. One owner of a ginger duck restaurant, who relocated from Xiamen to Quanzhou's West Street, mentioned that they plan to remain open during the festival, anticipating an even larger influx of tourists.
Quanzhou has emerged as a representative hot spot for Spring Festival travel in recent years. Compared to first-tier and provincial capital cities, it offers more affordable prices, mild winter weather, rich historical and cultural heritage, and the recent designation as a UNESCO City of Gastronomy. Under the wave of "reverse migration" for the holiday, data from Meituan Travel indicates that destinations such as Pu'er in Yunnan, Lingshui Li Autonomous County in Hainan, Kaifeng in Henan, Jingdezhen in Jiangxi, Huangshan in Anhui, Dehong Dai and Jingpo Autonomous Prefecture in Yunnan, Baoshan in Yunnan, Chongzuo in Guangxi, Chaozhou in Guangdong, and Diqing Tibetan Autonomous Prefecture in Yunnan have become unexpected favorites for hotel bookings among travelers from first-tier cities.
Starting from late January, price increases have been observed. For instance, Zhang Jing (pseudonym), a white-collar worker from Beijing, began her Spring Festival trip to Xishuangbanna and Pu'er in Yunnan at the end of January. Her travel considerations included escaping the cold and exploring outdoor and coffee cultures. This marked her second trip to southern Yunnan this winter, attracted by the climate, culture, and biodiversity of the region's smaller cities.
According to Meituan Travel data, as of early February, Pu'er saw a 139% increase in cultural tourism bookings for the Spring Festival period. Searches for "early hotel bookings" in Pu'er rose by 183% year-on-year, while interest in vacation rentals suitable for groups increased by 292%. Major source cities for visitors to Pu'er included Beijing, Chengdu, Chongqing, Shenzhen, Xi'an, and Shanghai. Local experiences such as "Pu'er sour vinegar rice noodles," "Pu'er coffee estates," and the "Pu'er Tea Horse Road" also gained popularity.
As more travelers like Zhang Jing explore deeper into Pu'er, searches for Jingmai Mountain in Lancang Lahu Autonomous County surged by 123% compared to the previous year. Many tourists are opting to stay in local guesthouses and hike through ancient tea forests. Wang Benqiang, General Manager of the Pu'er Jingmai Holiday Hotel, reported that 46% of bookings are for stays of two days or longer, with family rooms fully booked for the holiday period. To enhance the visitor experience, the hotel has partnered with platforms to offer packages combining accommodation, Pu'er tea experiences, and visits to the Jingmai Mountain UNESCO World Heritage Site museum, which have seen high demand.
Similar popularity is observed in other southern cities with favorable climates, such as those in Guangdong, Fujian, and Guangxi. On a flight from Beijing to Quanzhou in late January, approximately one-third of passengers were families traveling with children, taking advantage of the winter break. Groups of elementary school students participating in study tours were also noted.
Hotel prices in these smaller cities have risen significantly. In Chaozhou and Quanzhou, for example, prices increased notably by early February, with rates for popular mid-range and international five-star hotel chains nearing those in Beijing. During the Spring Festival, prices in these areas have doubled. For instance, bookings for Atour Lifestyle Holdings Limited hotels in prime locations in Chaozhou reached over 1,500 yuan per night during the holiday.
An industry expert in Quanzhou noted that the city's tourism was already vibrant during the previous Spring Festival, with high demand for accommodations. This year, even more visitors are expected, prompting advice to book early. Wang Yuan (pseudonym), a white-collar worker from a Beijing tech company, considered traveling to Quanzhou but postponed plans due to unexpectedly high hotel rates.
Traditional cultural experiences and local cuisine are key factors attracting young travelers. Data from Fliggy shows that searches for folk activities like lantern festivals, temple fairs, and garden parties increased by 117% year-on-year. Interest in intangible cultural heritage experiences, including visits to heritage museums, hands-on workshops, and folk performances, grew by over 60%. In Fujian and Guangdong, unique local traditions such as parades and lion dances have driven ticket bookings, with flights to Fujian increasing by 69%.
Cuisine also plays a significant role in the festive appeal. In Guangdong, dishes from morning tea and barbecue to Chaoshan beef hotpot and Shunde fish salad are major draws. Similarly, Quanzhou's cultural heritage as a historic port and its diverse food culture attract visitors. Jian Guohong, a researcher with the Quanzhou Commerce Bureau, highlighted that the city's UNESCO heritage status and its recognition as a City of Gastronomy have boosted tourism. Efforts to promote local cuisine include featuring in prestigious culinary guides.
Although Quanzhou's GDP exceeded one trillion yuan as early as 2020, its compact urban area, convenient public transportation, and concentration of attractions—many free of charge—align with the expectations of first-tier city travelers seeking a relaxed "small town" experience. Local dining options remain affordable, with popular intangible cultural experiences like puppet shows priced between 30 and 80 yuan per ticket, often selling out quickly. Post-show interactions with puppets enhance the visitor experience.
As smaller cities prepare for the holiday influx, they face the challenge of managing services. Improved transportation infrastructure, including China's extensive high-speed rail network, facilitates travel between cities, with journeys between Quanzhou, Xiamen, Zhangzhou, Chaozhou, and Shantou taking less than an hour. To accommodate visitors and stimulate consumption, cities like Yulin in Shaanxi, Dunhuang in Gansu, Songyuan in Jilin, and Quanzhou are offering free public bus services during the holiday.
The surge in demand has led to rising hotel prices, but it also encourages growth in supply. In Quanzhou, the number of hotels has increased by over 100 in recent years, with more chain brands establishing a presence. Despite the proliferation of similar businesses, such as multiple ginger duck restaurants on West Street, local authorities are guiding authentic eateries to cluster in tourist areas to preserve cultural distinctiveness. Efforts are being made to avoid homogenization and maintain local characteristics, ensuring that these emerging destinations offer unique and high-quality services.
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