China’s 2025 Spring Festival is setting records, with an anticipated nine billion trips during the 40-day travel rush known as chunyun. As millions journey home, the season is marked not just by family reunions but also by a revival of cultural traditions and a surge in tourism centered on intangible cultural heritage.
At Shenzhen North Railway Station, Wang Hui, a Shenzhen resident, waits to board the first high-speed train to Xi’an. Despite having built a life in the city, she feels a deep pull toward her hometown during the holiday. “The Spring Festival always draws me home,” she said.
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The travel rush, spanning January 14 to February 22, has already surpassed one billion trips by January 19, with first-tier cities like Shenzhen, Beijing, and Shanghai leading departures. Popular destinations include Chongqing, Chengdu, and Harbin, reflecting a growing interest in cultural tourism.
The holiday traditions, from reunion dinners to lantern festivals, have sparked a resurgence in demand for experiences tied to China’s intangible cultural heritage (ICT). Handmade goods such as paper-cuttings and shadow puppets are gaining popularity, with regions like Zigong, famed for its Lantern Festival, seeing tourist interest skyrocket.
The annual Spring Festival Gala has also embraced cultural heritage elements, celebrating the event’s recent recognition on UNESCO’s Intangible Cultural Heritage list.
As travelers reconnect with family and tradition, this year’s Spring Festival highlights not only record-breaking travel but also a renewed appreciation for China’s cultural roots, fueling both tourism and the broader economy.
