China’s Iconic Spring Festival and Cultural Landmarks in Yunnan and Shanxi Drive Global Travel Growth

Published on January 28, 2025

China’s commitment to cultural preservation is driving transformative changes in tourism. In January 2020, President Xi Jinping visited Simola Wa Village, a 500-year-old settlement in Yunnan Province. His engagement with local customs, such as beating the Wa drum and making rice cakes, underscored the importance of heritage in fostering rural development. These initiatives have turned Simola into a thriving tourist destination, with its cooperative tourism model benefiting all residents.

Since achieving poverty alleviation in 2019, the village has leveraged its ethnic culture to attract visitors. In 2023, Simola hosted over 400,000 tourists, doubling its per capita income to 22,000 yuan ($3,027). Local businesses, such as Li Fashun’s restaurant offering traditional cuisine and interactive rice cake-making, have thrived. Simola exemplifies how cultural tourism can boost local economies while offering travelers unique and immersive experiences.

Showcasing Ancient Treasures in Pingyao

The ancient city of Pingyao in Shanxi Province represents a vital link between tourism and heritage preservation. During a visit in 2022, President Xi explored Pingyao’s architectural marvels and emphasized the protection of traditional crafts like lacquerware. This art form, deeply rooted in local culture, has gained prominence, with artisans like Wang Huiming innovating to keep the craft alive.

Efforts to restore Pingyao’s historic structures and enhance its infrastructure have significantly bolstered its tourism appeal. The city welcomed over 10 million visitors in 2024, generating ticket revenues of 134 million yuan—a growth of 11.72% compared to 2023. For travelers, Pingyao offers an authentic exploration of Chinese history and craftsmanship, meeting the growing global demand for culturally rich destinations.

The Global Phenomenon of Spring Festival Travel

The Spring Festival, celebrated with the world’s largest migration, Chunyun, underscores the scale of Chinese travel traditions. Millions journey home for family reunions during this period. In January 2023, Xi Jinping connected with passengers and railway staff at Zhengzhou East Station, highlighting the importance of safety and efficiency during the travel rush.

Chunyun reflects both the logistical challenges and cultural significance of family-oriented travel. Key hubs like Zhengzhou East Station handle over 23 million passengers during the 40-day period. Such operations provide global insights into managing large-scale transportation networks and ensuring a seamless experience for travelers.

Global Implications for Travel

China’s integration of cultural preservation and modern infrastructure offers key lessons for the global tourism industry. By blending heritage with innovation, destinations worldwide can cater to travelers’ growing interest in immersive cultural experiences. The success of initiatives like Simola’s tourism cooperative or Pingyao’s restoration efforts highlights the potential for cultural tourism to drive sustainable economic growth.

• Key Lessons: Heritage-based tourism creates meaningful travel experiences while supporting local economies.
• Infrastructure: Investments in transportation hubs enhance efficiency during peak travel periods.