China’s 2025 Spring Festival travel rush, the world’s largest annual human migration, began Tuesday, with officials projecting a record 9 billion trips over the 40-day period known as chunyun. Centered on Lunar New Year, which falls on January 29, the season runs through February 12, culminating in the Lantern Festival.
The Spring Festival has become more than a traditional celebration, evolving into a month-long period of family reunions, shopping, and entertainment. The Chinese government is hoping the travel surge will bolster consumer spending after years of economic uncertainty following the pandemic. The Global Times reports that travel data indicates an optimistic peak during the eight-day holiday starting January 28, signaling renewed confidence among consumers.
Despite these projections, skepticism surrounds the state of China’s economy. International analysts and citizens question official data amid weak consumer spending and lingering joblessness. Although unemployment rates have slightly improved, many college graduates face low-paying jobs or depend on family support. For many young travelers, the holiday provides a chance to escape crowded cities for quiet reunions with family in rural areas, a trend unlikely to drive significant economic activity.
Adding cultural significance to the season, UNESCO recently inscribed the Spring Festival on its Intangible Cultural Heritage list. Chinese officials have leveraged this milestone to promote inbound tourism, with Foreign Ministry spokesman Guo Jiakun highlighting new visa exemption policies and a reported 203% year-on-year increase in foreign travel bookings.
However, the shadow of 2024’s disappointing season lingers. Despite high travel volumes, last year saw weak consumer spending, with hospitality leaders labeling it one of the worst years on record. Officials hope this year’s travel and shopping activities will surpass those outcomes and restore public confidence in the economy.
For now, millions of travelers are on the move, ushering in the Year of the Snake with hopes for a prosperous and stable year ahead, while the government watches closely for signs of economic revival.