China's southernmost island province of Hainan is reporting a sharp rise in international tourist arrivals during this year's Spring Festival holiday, driven by visa-free entry policies and expanded international flights.
Thanks to the continuously expanding visa-free policy, passengers from 86 countries can now enter Hainan visa-free, making the province one of the country's most accessible destinations for international travelers.
The Spring Festival, China's most important holiday marked by family reunions, festive foods and New Year wishes, fell on Tuesday this year. The nine-day holiday period starting from Sunday is now in full swing, driving one of the busiest travel seasons nationwide.
Qunar, a major online travel platform, reports that the number of foreign passport holders flying to Sanya, a renowned coastal city, have more than tripled, highlighting a new pattern of spending Chinese New Year in Hainan.
"We have heard a lot about Sanya. That's why we are here to visit today," said Rajib Kumar, a tourist from Nepal.
In addition to coastal resorts and duty-free shopping, immersive experiences of traditional Chinese New Year customs have become a "must-do" for foreign tourists. Special cultural activities provided by local hotels have enabled foreigners to experience the charm of Chinese New Year.
"During this Spring Festival holiday, the occupancy rate of foreign tourists in our hotel increased 70 percent from the previous year, with many guests coming specifically for the traditional New Year activities," said Zeng Wenxiu, director of housekeeping at Sunshine Resort Intime Sanya.
Local immigration authorities have also made thorough preparations to welcome international arrivals.
"We have introduced an integrated service model featuring coordination, intelligent inspection, and guided traffic diversion. This approach has comprehensively improved port clearance efficiency and ensured smooth customs clearance for cruise ship passengers, allowing both Chinese and international travelers to feel the warmth of the Spring Festival in Sanya," said Ye Feng, an officer from Sanya Entry-Exit Border Inspection Station.
According to forecasts from the Haikou General Station of Exit and Entry Frontier Inspection, the three major airports in Hainan are expected to handle approximately 80,000 inbound and outbound passenger trips during this year's Spring Festival holiday, a 24 percent increase from the previous year.
Int'l tourists flocking to Hainan for unique Spring Festival experience
The four sub-venues of the 2026 CMG Spring Festival Gala have become popular tourist destinations, drawing crowds of holiday-makers to experience the festive atmosphere of the programs they saw on TV.
The sub-venues are Harbin of Heilongjiang in the northeast, Yiwu of Zhejiang and Hefei of Anhui in the east, and Yibin of Sichuan in the southwest, each having its unique culture and scenery.
In Harbin, the stage at the Ice-Snow World has once again emerged as a top holiday destination, attracting tourists from across the country who are willing to endure the cold to experience the northeastern Chinese New Year festivities. The park also stages ice and snow shows everyday, with performers dressed in traditional costumes dancing and interacting with visitors.
"This stage looks just like what I saw in the Spring Festival Gala on TV. Visiting it in person still feels amazing," said one visitor.
In Yiwu's Fotang Ancient Town, the floating bridge adorned with some 100 pieces of large white feathers, the same one as in the Spring Festival Gala, has become a popular photo spot.
"There are many people here, so lively, and full of festive atmosphere," said Ye Guoxiu, a visitor.
The gala's popularity has also boosted foot traffic to the town's old streets, where locals and tourists enjoy folk customs and festive foods.
"On the first day of the Chinese New Year, we received more than 110,000 visitors, against 90,000 last year. With the continued effect of the Spring Festival Gala, we expect even higher growth of visitor flow throughout the holiday," said Shi Bingshuai, a staff member of Yiwu Shuangjianghu Group's culture-tourism company.
In Hefei, the "Eye of Anhui Beauty" stage is open to the public for free, attracting many locals and tourists. The city has set up ten must-photo spots at gala filming locations, preserving the stage designs and adding elements for the Year of the Horse. During the holiday, visitors with train or plane tickets to Hefei may enjoy free entry to over 50 A-level tourist attractions, and the local culture-tourism department has issued 30 million yuan (4.34 million U.S. dollars) in vouchers and discounts.
"I saw this in the Spring Festival Gala, so early this morning, at around 6 o'clock, I drove here from Yangzhou. I just wanted to see the fish lanterns and try lots of delicious food," said Wu Chunxin, a visitor.
In Yibin, gala filming locations such as Hejiang Street and Sanjiangkou Yangtze River Park are drawing people with their light displays and Year of the Horse decorations. Visitors can sample local delicacies, browse intangible cultural heritage markets, and watch folk performances. At night, Sanjiangkou's brilliant lights and drone shows brighten the sky, delighting people gathering by the Yangtze River.
"After seeing the Spring Festival Gala's Yibin sub-venue on TV, I have come to see it for myself. The decorations here are beautiful, full of festive spirit," said Sun Yan, a tourist from Chongqing.
In recent years, the CMG Spring Festival Gala sub-venues have become an important window to display cultural features and local customs of various cities, boosting tourism in these destinations.
Spring Festival Gala sub-venues spark tourism boom
