As Spring Festival lanterns glow in Hangzhou, Lu Jing watches the northern lights in Norway, embracing a different kind of festive celebration abroad. A decade ago, few Chinese families would travel abroad during this important reunion holiday. However, in 2026, millions are celebrating overseas, reflecting rising incomes and changing lifestyle aspirations.
This year’s nine-day holiday is the longest in recent years. As a result, outbound travel has surged. The National Immigration Administration expects daily cross-border passenger traffic to reach 2.05 million, up 14.1 percent from last year. Meanwhile, Tongcheng Travel reports that visa, flight, and hotel bookings have all exceeded 2025 levels.
International operators quickly expanded capacity. For example, MSC Cruises added three special voyages from Shanghai to South Korea for Chinese New Year travelers. Clearly, global tourism businesses are eager to capture the Spring Festival boom.
Importantly, supportive policies have strengthened consumer confidence. The Central Economic Work Conference called for boosting incomes and stabilizing the housing sector. Subsequently, authorities introduced employment support and reduced childbirth costs. These measures encouraged more families to travel abroad. Notably, nearly 40 percent of outbound tourists now come from non-first-tier cities.
At the same time, spending at home reflects global influence. Chilean cherries, once a novelty, have become a holiday essential. Thanks to the China-Chile free trade agreement, cherry imports surged nearly 19-fold from 2011 to 2024. Additionally, Thai durians, Russian chocolate, and Swedish desserts now appear on reunion tables.
E-commerce platforms such as JD.com report strong sales of imported goods, including New Zealand milk powder and Belgian chocolate. Rising incomes also support this trend. In 2025, China’s per capita disposable income reached 43,377 yuan, up 5 percent.
Therefore, Spring Festival spending now fuels both global tourism and international trade. China is no longer only a manufacturing hub. Instead, it has become a powerful consumer market shaping global demand and driving new growth opportunities for businesses worldwide.
