As the nine-day Spring Festival holiday approaches, Shanxi province's tourism market is seeing a surge in both domestic and international travel demand, heating up the province's tourism sector.

According to the travel service platform Fliggy, hotel bookings in Shanxi have more than doubled compared to last year. Tour package bookings have tripled, and car rental bookings have doubled. Notably, outbound travel bookings by Shanxi residents have surged more than threefold year-on-year.

Tourists watch folk performances. [Photo/Shanxi Economic Daily]

Shanxi Baohua Shengshi International Travel Service Co's Pingyang Road branch has reported a noticeable uptick in inquiries and bookings since mid-January. Sales of Spring Festival travel products have been particularly strong, with prices generally rising by 10 to 30 percent. Currently, the booking rate exceeds 60 percent, with some long-haul European tours already fully booked.

The extended holiday has sparked unprecedented enthusiasm for international travel among Shanxi locals, with many eager to experience foreign cultures. Thailand remains the most popular destination during the Chinese New Year period.

In response to market demand, Baohua Shengshi has crafted a range of mid- to high-end travel packages to Thailand, offering options for independent travel, group tours, and small family packages, along with personalized itineraries to meet diverse customer needs.

Domestically, "Intangible Cultural Heritage Tours" and "Cultural Tours" have emerged as popular choices, allowing travelers to experience an authentic Chinese New Year. Data from various online travel platforms indicate a spike in interest in lesser-known destinations like Quanzhou, Chaozhou, Shantou, Zigong, and Datong during the holiday period.