Data from Qunar Travel reveals that hotel bookings in multiple popular Chinese cities during the 2026 New Year holiday (January 1–3) have more than tripled year-on-year. Beyond traditional winter travel trends—such as heading north for snow or south for warmth—tourists are embracing diverse ways to celebrate, from music festivals and theme parks to scenic getaways.
For many young travelers, attending concerts has become a New Year’s tradition. Nanning, host to concerts by Hu Xia and Hua Chenyu, saw hotel bookings skyrocket by 17 times, surpassing even Beijing and Shanghai in popularity. Meanwhile, visitors from major cities like Beijing, Shanghai, Guangzhou, Shenzhen, and Chengdu opted for quieter escapes to nearby towns for snow, mountains, or seaside views.
Flight data indicates a preference for warmer destinations. Bookings to cities in the Greater Bay Area surged, with Jieyang leading at a 220% increase, followed by Guangzhou, Shenzhen, Zhuhai, and Foshan, all doubling in ticket volume. Nearly half of air travelers during the holiday were aged 19–30, with Guangzhou as their top choice.
Shanghai Disney Resort, boosted by themed events and fireworks shows, remained the most popular attraction, with ticket sales up 5.2 times YoY. Beijing Universal Resort saw a nearly threefold increase, especially among teens aged 13–18. Theme parks also appealed to older demographics, with Hong Kong Disneyland ranking as a favorite for travelers over 60.
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