Shanxi province has been named a top 10 destination for experiencing authentic Chinese New Year flavors in 2026, according to Tongcheng Travel's "2026 Spring Festival Travel Trend Report".

As the trend of "seeking the essence of Chinese New Year" gains momentum, cultural and tourism sectors across China are vying to attract visitors with unique holiday experiences, with Shanxi standing out for its blend of traditional and modern intangible cultural heritage (ICH) celebrations. 

According to a senior researcher at Tongcheng Travel Research Institute, Shanxi's cultural heritage activities precisely meet the current demand for "deep cultural experiences" and "emotional value".

As of Jan 27, hotel bookings for the Spring Festival holiday in Shanxi had surged 297 percent year over year, the highest growth rate among all provinces. Flight bookings to Taiyuan Wusu International Airport from major cities such as Shanghai, Beijing, and Guangzhou are also surging.

The Culture and Tourism Department of Shanxi Province has also launched its 2026 "ICH Chinese New Year" celebration series, featuring more than 100 ICH-themed activities to offer visitors an immersive experience throughout the festive season. 

By transforming paper-cutting, shadow puppetry, and traditional temple fairs into participatory, immersive events, Shanxi has built itself as a distinct destination for experiencing local Chinese New Year spirits.