CCTV News: According to the "Voice of Culture and Tourism" official account, the 2025 Spring Festival is the first Spring Festival after it was included in the UNESCO representative list of intangible cultural heritage of human beings. The Ministry of Culture and Tourism organized the Spring Festival theme activity of "Happy New Year" to coordinate the work of safe production and holiday markets, and the cultural and tourism markets were stable and orderly. According to the data center of the Ministry of Culture and Tourism, during the 8-day Spring Festival holiday, 501 million domestic travelers nationwide, an increase of 5.9% year-on-year; the total domestic travel expenses were 677.02 billion yuan, an increase of 7.0% year-on-year.

The Spring Festival’s application for the World Heritage is added to the festive season, and the culture and tourism are integrated with strong New Year atmosphere. All localities have deeply explored the cultural connotation of the "intangible cultural heritage" of the Spring Festival, and planned and held New Year customs activities such as temple fairs, lion dances, dragon dances, benches, lanterns and dragons to attract a large number of citizens and tourists. During the Spring Festival, literary performances were rich and colorful, and traditional programs such as opera and folk art were very popular. The New Year of the Museum has become a popular choice. The passenger flow of the Palace Museum, Shaanxi History Museum, Sanxingdui Museum and other museums has remained high, and checking in to special exhibitions has become a new trend for the people to celebrate the New Year.

The crowd is surging and vitality, and tourism consumption is getting off to a good start. Ice and snow tourism continues to be popular during the Spring Festival holiday, and national ski resorts such as Yabuli and Altay are in high popularity. Ice and snow projects in Hubei, Jiangxi, Zhejiang and other places have injected new vitality into the southern winter tourism market. The popularity of traveling south has increased, and "cold-avoiding" destinations such as Hainan, Guangxi, and Yunnan have attracted tourists to travel warmly. Highlights of night cultural and tourism consumption have frequently appeared, and night cultural and tourism projects such as Shanxi's "Pingyao Scenery" light show, Anhui's "Fish Lantern" night view, Zhouzhuang, Jiangsu's "Jiangnan" night cruise, and Zigong, Sichuan's "Colorful Lantern World" are full of vitality. The inbound tourism market has steadily risen, and favorable policies such as visa-free transit and payment facilitation and the effects of the "Happy Spring Festival" series of activities have been superimposed, further enhancing the attractiveness of inbound tourism. New Year lantern festivals, intangible cultural heritage displays, opera performances, etc. have become important content for foreign tourists to experience the Chinese Spring Festival, and the influence of Chinese traditional culture has been further enhanced.

Product supply is renewed and service quality is improved again. The consumption scenes are innovating. The valley light and shadow show in Xi'an, Shaanxi Province, presented a shocking audio-visual effect. The "Fireworks in the Chinese New Year" event in Liuyang, Hunan integrates multimedia and fireworks performances. New technologies improve consumer experience. Yushu Technology Robot debuted in Wuzhen, Zhejiang after the Spring Festival Gala. AI-themed technology temple fairs were held in many places, and multiple scenic spots realized AI guides, congestion warning and other functions, bringing tourists a new experience. Some regions have opened parking lots of qualified government agencies and institutions to alleviate the pressure of parking on holidays, set up volunteer service points in key scenic spots and transportation hubs, and provide tourists with free consultation and New Year gifts. The thoughtful and warm service has been well received by tourists.