The Spring Festival of the Year of the Dragon is approaching. As young people aged 18 to 35 have become the main decision-making group on “how to spend the Spring Festival”, compared with “hometown taste”, more “new varieties” of cross-regional delicacies have appeared in New Year’s Eve dinners. On the dining table; the “little potatoes” from the south go to the Northeast to play in the snow, and the “big sweet potatoes” from the north go to the south to soak in hot springs… More and more people choose to travel during the New Year, making “North-South exchange tours” popular. In addition, visiting the ancient city, admiring the lanterns, and enjoying folk performances are “nian-flavored” experiences that “never go out of style.”
What do you want to do most during the Spring Festival? Eating and drinking at home “Forever TOP1”
What does the Spring Festival represent? The first is the sense of ritual. In this festival that Chinese people value most, it has an exclusive atmosphere and folk custom atmosphere; at the same time, the Spring Festival represents reunion, and the entire holiday will be filled with a warm and lively atmosphere of family and friends gathering together; for a busy day For people in the new year, the Spring Festival is also a reward and relaxation: escaping from the busy daily life and rewarding yourself with a burden-free holiday; finally, the Spring Festival also means saying goodbye to the old and welcoming the new, making up for the regrets and depression of the past, sorting out the mood, and starting anew.
With the popularity of social media and the rise of the younger generation, young people aged 18 to 35 are gradually becoming the main decision-makers during the Spring Festival. The “2024 Spring Festival Youth Social Media Trend Insight Report” released by market research organization Kantar shows that the young people surveyed have more expectations and needs for the Spring Festival. This year’s Spring Festival, 48% of young people plan to celebrate the New Year in place, which means that many young people choose to celebrate the New Year at home instead of returning to their hometown. 33% of the people surveyed plan to return to their hometowns for the New Year, and 18% of young people plan to travel for the New Year. 36% of young people plan to increase their spending on travel during the Spring Festival.
During the Spring Festival of the Year of the Dragon, young people have many special New Year arrangements for the purpose of “looking for good omens, improving health, creating memories, and reuniting families.” What do you particularly want to do during the Chinese New Year? The top ranking is eating and drinking at home to treat yourself and your family; at the same time, sharing delicacies and specialties from other places with your family or experiencing the authentic food of your hometown are all essential options for “A Bite of Chinese”; participating in the New Year Lantern festivals, visiting temple fairs, outdoor markets or dining out are the lively and festive atmosphere; arranging a short or long-distance trip according to the time is also a correct way to start the holiday.
Among the reasons why young people arrange various activities for the 2024 Spring Festival, “saying goodbye to the old and welcoming the new, and looking for good signs” has become the most important reason (58%). The next three reasons are: experiencing new things and creating unforgettable memories (55%), improving physical and mental health (54%), and family reunion (47%).
Tourism during the New Year leads to the first travel peak, “North-South Exchange Tour” is a hot topic in China
The Spring Festival was originally a day for people who had worked hard away from home for a year to return to their hometowns to reunite with their families. However, in recent years, many people and families have chosen to travel away from their hometowns to celebrate the New Year.
Ctrip’s “2024 Spring Festival Tourism Market Forecast Report” released by Ctrip shows that the upcoming eight-day Spring Festival holiday will be the first travel peak in the Year of the Dragon in 2024. During the Spring Festival holiday (February 9 to 17), domestic travel, outbound travel, and inbound travel orders all increased significantly.
It is worth noting that this year, the “North-South Exchange” of northern ice and snow tours and southern hot spring escape tours are popular domestic tourism. During the Spring Festival, travel orders increased by more than 7 times year-on-year; Southeast Asia, Hong Kong, Macao, Australia and New Zealand are popular destinations for outbound tourism.
The snowflakes in Harbin and the blooming flowers in Shanghai will bring a good start to the tourism industry in 2024, and also reflect the trend of “residents from the north and south exchanging to celebrate the New Year”. Data shows that during the Spring Festival, popular domestic destinations are Beijing, Shanghai, Guangzhou, Shenzhen, Harbin, Chengdu, Xi’an, Hangzhou, Sanya, and Kunming. The popularity of tourism in the northern city of Harbin continues from New Year’s Day to the Spring Festival holiday. It climbed from not entering the top ten in 2023 to fifth in 2024, and travel booking orders increased by more than 14 times year-on-year. Sanya and Kunming are popular cities for northern tourists to escape the cold.
During the Spring Festival in 2024, orders for ice and snow tourism products increased more than 10 times year-on-year. Most of the popular destinations are northern cities, including Harbin, Mudanjiang, Changchun, Baishan, Beijing, Urumqi, Daxinganling, Jilin City, Yanbian, etc.; the main sources of ice and snow tourism are Most of them are located in southern cities, including Shanghai, Guangzhou, Hangzhou, Nanjing, Shenzhen, Suzhou, Foshan and other places.
For people who want to avoid the crowds and travel in the opposite direction, you can refer to the platform data: Baise, Jiamusi, Sanming, Wuyuan, Dunhuang, Kashgar, Panzhihua, Lhasa, Jinggangshan, Litang and other places are less crowded and beautiful, and the hotel prices are Destinations with smaller growth rates and sufficient room availability are suitable for reverse tourism during the Spring Festival.
The multiple factors of returning home, visiting relatives, and traveling are intertwined, making parent-child families and family travel a highlight during the Spring Festival. Data show that among tourists traveling during the Spring Festival in 2024, parent-child families accounted for 47%, an increase of 5 percentage points from the same period in 2023. For families traveling both old and young, renting a car, customizing a tour, or choosing a local guide to charter a car have become the first choice. Among customized tours, 52% of families traveling with children under 12 years old account for 52%, and seniors over 60 years old account for about 20% of orders. Among car rental users, parent-child families also accounted for 47%.
“Preparing New Year’s goods” has started and cross-regional delicacies will appear on the New Year’s Eve dinner table
In late January, many factories have already closed down for the holidays, so the “preparing New Year’s goods” process has to be put into the schedule in advance. New Year’s goods fairs in various places have begun one after another. Taking Beijing as an example, a New Year’s goods expo launched recently not only has various New Year gift boxes, but also many time-honored and national-brand products from all over the country, as well as handicrafts, household items, and festive products. There are tens of thousands of New Year goods including New Year supplies. When entering major supermarkets, the flavor of the New Year is also there. There are dedicated counters for Spring Festival couplets and lanterns, and festive New Year gift boxes, ranging from tea, wine, health products, to pastries, nuts, candies, fruit gift boxes, to toys and clothing. , ornaments, hangers, etc., all available.
Kantar data shows that compared with last year’s Spring Festival, 68% of the people surveyed expect to spend more during this year’s Spring Festival, while only 6% expect to spend less. During the Spring Festival, clothing accessories, snacks and drinks, fresh agricultural products, dining out at restaurants and personal care and cleaning are the categories of fixed expenditures.
Taking the New Year’s Eve dinner as an example, e-commerce platform data shows that since December 2023, fish, shrimp, and meat have increased significantly, especially some traditional “bulk goods” and “hard dishes”, such as a semi- Sales of sheep products in the past month have increased by 130% compared with the same period last year.
Nowadays, the New Year’s Eve dinner dominated by the post-95 generation will have more “new varieties” than the “hometown flavor”, and more cross-regional delicacies will appear on the table. For example, people from Zhejiang prefer to buy Inner Mongolian mutton.Cantonese people also eat cold-water fish from Altay, and the wine on the table has been replaced by milk tea and hot pot.The snail noodles and dumpling fillings were replaced with spicy strip fillings…
Only folk experiences can give you a “New Year flavor”; lantern and temple fairs will “never go out of style”
In order to find the “flavor of the New Year”, nostalgia, exotic customs and folk atmosphere are the Spring Festival scenes that people yearn for. Participate in atmospheric city activities, such as visiting ancient cities, temple fairs, and experiencing folk customs to fill the air with the flavor of the New Year.
Ctrip data shows that experiential tourism projects are expected to experience explosive growth during the Spring Festival. Recently, many places have announced that tickets to scenic spots will be half-price or free during the Spring Festival, and various activities such as skating, skiing, hot springs, food, lantern shows, temple fairs, intangible cultural heritage, cultural creativity, and national style will be held to attract tourists to take photos with new experiences and new scenes. , travel, and will also drive the growth of comprehensive consumption in hotels, restaurants, transportation, etc. For example, Tianjin, Nanjing and other places hold Spring Festival lantern festivals, and search interest continues to rise.
Xi’an City, Shaanxi Province, has a strong New Year atmosphere. Check out the colorful night view of Xi’an in the Everlasting City of the Tang Dynasty, as if dreaming back to the prosperous age of the Tang Dynasty; go to the Furong Garden of the Tang Dynasty to enjoy the New Year Lantern Festival, and the strong Chinese style is everywhere. The ancient city of Langzhong in Sichuan Province is a thousand-year-old city and the hometown of Chinese Spring Festival culture. The ancient city is the place with the strongest New Year atmosphere. There are red decorations everywhere. Strolling through the ancient streets and alleys is festive and lively. Quanzhou City in Fujian Province is the starting point of the Maritime Silk Road and has the reputation of “half city of fireworks and half city of immortals”. During the Spring Festival in Quanzhou, there is a temple every five steps and a god and Buddha every three steps. Lanterns and colors are everywhere, and you can feel the flavor of the Southern Fujian New Year. In Wuhan City, Hubei Province, various activities are colorful during the Spring Festival. You can take your family to pray for the New Year at Guiyuan Temple and watch a light show on the Wuhan River Beach, which is full of ritual. Huangshan City, Anhui Province is a good place to explore the Huizhou New Year flavor. In the Huizhou courtyard, you can taste the gourmet family banquet of Huizhou people, listen to the melodious Huangmei opera, appreciate the Chinese intangible cultural heritage “Fish Lantern Folk Performance”, fish lantern dance in the streets and alleys, and appreciate the fireworks feast of Huizhou in your dreams.
In addition, as a generation native to the Internet, in terms of social media usage, 71% of young people will actively search for fun New Year inspiration and obtain it through social media. The New Year inspiration they browse, post, forward or comment on social media includes inspiration for eating and drinking experiences at home, sharing and tasting food or specialties from other places, experiencing the authentic food of their hometown, activities such as New Year lantern festivals or outdoor markets, and dining out activities. wait.