"Chinamaxxing" Boosts Chinese Tourism, Indonesian Tourists Enter the Most List During the Spring Festival

JAKARTA - The social media trend of "becoming Chinese" or Chinamaxxing among Western Generation Z has boosted Chinese tourism. Data from a number of travel platforms shows a surge in foreign tourists to mainland China to experience the atmosphere of the Spring Festival, and it turns out that Indonesia is on the list of the most popular tourist countries.

The Spring Festival or Chinese New Year falls on February 17 this year, with a nine-day holiday starting on February 15. The celebration, which is synonymous with family reunions and traditions, is now a magnet for foreign tourists who want to experience the cultural experience firsthand.

The report of the travel portal Springtour.com, quoted from China Daily, said the number of inbound tourists expected to use the platform during the Spring Festival holiday had doubled compared to last year as of January 27.

Online travel agency Qunar reported that flight bookings by non-Chinese passport holders to destinations in mainland China during the holiday period increased by 30 percent compared to last year until the end of January. The majority of travelers are from South Korea, Vietnam, Singapore, Australia, and Indonesia.

Qunar also noted that the flow of tourists from Europe and South America also increased. In fact, the number of visitors from Argentina who celebrated the Spring Festival on the Chinese mainland is said to have jumped nine times compared to the previous year.

Major cities such as Shanghai and Beijing are still the main destinations. However, less-highlighted cities - such as Guilin (Guangxi Zhuang Autonomous Region) and Datong (Shanxi Province) - are now increasingly sought after by foreign tourists.

Evan Kail, a tourist from the United States who has been traveling around mainland China since January 15, said he was impressed by the lively celebrations. "This is a full season, not just one day," he said as quoted by China Daily, Wednesday (18/2). He called the New Year's Eve feast and the installation of a couplet or chunlian, two sentences of hope that are attached to the door, the most memorable experience.

Arja Dutta from India, who has known the Spring Festival since 2019, also called the moment the best time to experience authentic Chinese culture.

Tourism researcher Zhang Jinshan from Beijing Union University assessed the Spring Festival as a core symbol of traditional Chinese culture. He alluded to the listing of the Spring Festival by UNESCO in 2024, as well as China's optimized policies on visas, payments, and tax refunds, which are said to have accelerated the recovery of the inbound tourist market in recent years.