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Hotel prices in smaller Chinese cities like Shantou and Jieyang have experienced a significant surge during the Chinese New Year holiday, largely driven by the growing interest in cultural tourism.
In Shantou, room rates have increased dramatically, ranging from four to twenty times higher during the holiday period, according to online travel platforms such as Trip.com. For instance, a standard room at the Small Park Hotel typically costs around CNY119 (approximately $17) per night, but during the holiday, prices soared past CNY1,400 (about $203). On February 19th, the rate peaked at CNY2,450.
This year’s Chinese New Year holiday, also known as the Spring Festival, begins on February 14th and extends for a record-breaking nine days. Its later start in the year means more favorable weather conditions for travel, boosting overall tourism activity.
Data from Trip.com indicates that the top ten domestic travel destinations within China are all small cities in the southern region. Shantou leads with a 186 percent increase in bookings compared to the previous year, followed by Jieyang with 162 percent, and Chaozhou with 135 percent.
Travel industry analyst Wei Changren, founder of a company specializing in industry insights, noted, “Cities like Shantou, Jieyang, and Chaozhou are rich in local culture and festive traditions, attracting many visitors from larger cities eager to participate in unique cultural celebrations during the Spring Festival. This influx of tourists naturally drives up hotel prices.”
In the Chaoshan region, there are numerous cultural festivities. Local resident accounts highlight traditional activities such as the Yingge dance, which is recognized as an intangible cultural heritage, along with celebrations related to solar terms and the Lunar New Year. The region’s lively atmosphere and unique customs, which are not found elsewhere, make it especially appealing.
Family ties also play a crucial role, with many migrant workers returning home for the holiday. Some choose to stay in hotels, further contributing to the rise in hotel prices, the resident added.
Traditional tropical destinations like Sanya, Jinghong, and Haikou saw booking increases of 112 percent, 109 percent, and 98 percent respectively. Additionally, cities in southern Fujian province, including Fuzhou, Quanzhou, and Xiamen, experienced booking boosts between 80 and 90 percent, according to the same data source.
Quanzhou’s famous Temple Fair parade, known for its folk customs, contributed to an 80 percent rise in local hotel bookings, with reservation volumes ranking among the top fifteen nationwide. In Huangshan, Anhui Province, where visitors can enjoy fish lantern displays and mountain ascents for blessings, hotel prices have increased by 1.5 times.
Conversely, hotel prices in Shanghai and other major first-tier cities have decreased during the holiday. For example, a standard room at the Shanghai Marriott Hotel Parkview normally costs around CNY1,400 per night, but during the Spring Festival, the price was cut roughly in half to about CNY700.
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