This year's Spring Festival is the first Spring Festival after the successful application for World Heritage status during the Spring Festival, and also the first Spring Festival after China fully relaxed and optimized its transit visa free policy. Foreign tourists visiting China are experiencing a rise in tourism. According to the operating data of Jinjiang Hotels (25.470, 0.10, 0.39%) (China region), during the Spring Festival, the number of foreign tourists received by its hotels increased by more than 9 times year-on-year, especially for hotels located in popular tourist cities such as Shanghai, Beijing, Shenzhen, Chongqing, and Xi'an, where the occupancy rate increased significantly. Guests mainly came from countries such as South Korea, Malaysia, Russia, Vietnam, Japan, Australia, and the United States.

The domestic market has also shown good performance. According to data from Jinjiang Hotels (China region), the average occupancy rate and RevPAR of hotels in multiple provinces and cities across the country have slightly increased year-on-year due to the demand for visiting relatives and traveling to other places during the Spring Festival, with both quantity and price rising; The average occupancy rate in popular tourist provinces such as Yunnan and Fujian exceeds 80%; Jinjiang Hotel (China region) has nearly 3000 stores that have been fully booked for three consecutive days.

Checking in the intangible cultural heritage and celebrating the authentic Chinese New Year has become a major highlight of the Spring Festival in the Year of the Snake. Represented by New Year's cities such as Neijiang in Sichuan, Chaozhou in Guangdong, Fuzhou in Fujian, Shantou in Guangdong, Jieyang in Guangdong, and Zigong in Sichuan, the occupancy rate of local hotels under Jinjiang Hotels (China) is generally above 90%. The Guangdong and Fujian regions, which have suitable temperatures, strong annual flavors, and numerous unique folk customs, are particularly popular. Among them, Chaozhou, Shantou, and Jieyang in Guangdong, as well as Fuzhou, Quanzhou, Zhangzhou and other places in Fujian, have significantly improved their data. The average RevPAR of local hotels in Fuzhou and Zhangzhou reached over 131% of the same period during the Spring Festival in 2024, followed closely by Quanzhou with a RevPAR of 122% compared to the same period last year.

This Spring Festival holiday, more and more people are willing to choose vacation to relax their body and mind. As a result, vacation brands such as Haoge and Huiyu under Jinjiang Hotels (China) have performed well during the Spring Festival holiday, with an average occupancy rate of over 88%.

It is reported that in order to welcome tourists from home and abroad to experience the authentic Chinese New Year and feel the charm of Chinese culture. Many hotels under Jinjiang Hotels (China region) have specially planned a series of rich and interesting intangible cultural heritage experience activities, and prepared various special souvenirs in combination with local customs and culture, which have received unanimous praise from guests.