American tourist Ethan White holds a festive poster at a fair in Dali, Yunnan province on Jan. 22, 2025. [Photo provided to China.org.cn]

American tourist Ethan White immersed himself in the vibrant traditions of the Chinese New Year in Dali city, southwestern China's Yunnan province. He explored one of the most significant market fairs of the local Bai ethnic group, and learned to play a traditional zither piece celebrating the holiday. He also visited local households, learning firsthand how ethnic minorities celebrate the Spring Festival.

He was one of the countless foreign tourists who experienced China’s most important holiday of the year. During the eight-day holiday, a total of 958,000 cross-border trips were made by foreign visitors, marking an increase of 22.9% year on year, according to the National Immigration Administration.

A key factor driving this surge has been China's expanded visa-free policies, which allow eligible travelers from 54 countries to transit through China for up to 240 hours without a visa.

"Among the top 10 inbound tourist sources, Japan and South Korea ranked at the top," said Liu Xiangyan, an associate researcher at the China Tourism Academy. "The deep cultural connections to the Spring Festival within the East Asian region, coupled with visa-free policies, explain their strong presence."

Inbound trip orders from nearby Asian countries such as Japan, South Korea, Singapore, Malaysia, and Thailand grew by 130% year on year, while those from France, Spain, Italy, Canada, and Australia increased by 120%, according to Trip.com Group, a major travel service platform in China.

The recent inclusion of the Spring Festival in UNESCO's Representative List of the Intangible Cultural Heritage of Humanity has further fueled this tourism boom. "This recognition has encouraged more people to participate in traditional customs," Liu said. Tourism service providers have responded by offering intangible culture-themed tours and activities to meet the growing interest.

Foreign visitors actively engaged in the festivities, eager to experience the holiday's unique flavors and traditions. On the overseas platforms of Trip.com Group, searches for tickets of lantern fairs, temple fairs, and operas surged by 750%. 

Foreign tourists try to make tofu during a folk celebration of the Spring Festival in Wayaogang village, Zhangjiajie city, Hunan province, on Jan. 24, 2025. [Photo/Xinhua]

Small-city tourism has gained popularity with travelers seeking less crowded destinations and richer folk culture. Well-developed transportation, dining, and accommodation services in smaller cities and towns have made them attractive options, Liu noted.

Ten smaller cities emerged as inbound travel destinations this year, including Baotou in Inner Mongolia autonomous region, Dali in Yunnan province, and Nantong in Jiangsu province, according to Qunar.com, another Chinese travel service provider.

Local homestays have also geared up to welcome the foreign visitors. Ethan White stayed in a local guesthouse in Dali, Yunnan, where the owner took him to local fairs, and other guests at the homestay taught him Chinese. During the Chinese New Year, homestay bookings by foreign passport holders increased 3.7 times year on year on Tujia.com, an online homestay booking platform.

A total of 51 villages and towns, including Anji in Zhejiang province, Pingtan in Fujian, and Nan'ao in Guangdong, welcomed foreign tourists for the first time. Farmhouses equipped to host foreigners increased by 30% on the platform, catering to the rising demand.

On Feb. 10, China released a new visa relaxation policy allowing tour groups from ASEAN countries to visit Xishuangbanna, a popular tourist destination in the country's southwestern Yunnan province, visa-free for up to six days.