Tourism consumption in China has been significantly revitalized through the creation of innovative and diverse consumption scenarios during this year's Spring Festival travel rush.
The travel rush, often described as the world's largest annual human migration, highlights China's massive mobility and vibrant economic activity. This year, the rush started on Feb 2 and ended on March 13.
During the 40 days of this year's travel rush, themed trains like the "Panda Special Train" and those showcasing the unique characteristics of northeast China operated continuously, creating new consumption landscapes and fostering fresh spending opportunities while immersing passengers in an atmosphere rich with local specialties.
"The train features unique entertainment options to kill the time, making the experience truly exceptional," said a traveler.
During the period, an average of 650,000 rental cars were booked daily, a 15 percent increase year on year. The diverse transportation consumption scenarios have transformed regional service areas into popular spots for travelers. The Weifang West service area incorporated local intangible cultural heritage and miniature scenic landscapes into its lobby, enhancing the travel experience for visitors.
"There are regular cultural performances every day, especially during the Spring Festival, more than 30 percent of visitors engaged in cultural experience activities. We've created a 'fast entry, slow exit' service area economy that achieves both social and economic benefits," said Tian Guanghai, deputy general manager of Weifang Branch of Shandong Expressway Service Development Group Co., Ltd.
From basic fuel and charging services to a plethora of dining, shopping, and entertainment options, the innovative consumption experiences have brought tangible benefits to service areas. With the ongoing enhancement of civil aviation routes, many charming small towns have experienced a significant increase in passenger traffic. During this year's Spring Festival travel rush, Zhangjiajie Hehua International Airport's 18 domestic and international routes attracted a substantial number of tourists, resulting in a year-on-year passenger traffic increase of 19.8 percent. Local folk performances, immersive interactive experiences, and cultural products showcasing regional elements ensured that visitors had a truly memorable trip.
"It's incredibly convenient. With planes, highways, and high-speed trains, we can go anywhere we want. By day, we enjoy beautiful scenery, and by night, we experience cultural performances and savor local delicacies, not to mention the wealth of creative products available, all of which greatly satisfy our consumption desires," said a tourist.
New, diversified consumption scenarios enhance travel experience during Spring Festival travel rush
