As the 2026 New Year’s Day holiday approaches, a new travel boom is emerging in the tourism market. This year, “traveling south to escape the cold and celebrating New Year’s Eve in the Greater Bay Area” has become a common choice for many tourists. Data from multiple travel platforms including Qunar and Meituan Travel all point to one trend: with its mild climate and unique urban charm, Guangzhou has risen to become the most popular New Year’s Eve travel destination in China.
Traveling South for Warmth, GBA Spreads Festive Cheer
Guangzhou has successfully attracted a large number of tourists thanks to its mild climate, colorful cultural and tourism activities, and convenient transportation network. According to statistics from Qunar, among the top 10 cities in terms of hotel booking popularity during the 2026 New Year’s Day holiday, Guangzhou ranks first, followed by Nanning, Shanghai, Beijing and other cities. Among air travelers, young tourists aged 19 to 30 account for nearly half, and their most favored New Year’s Eve flight destination is none other than Guangzhou.
Transportation data also reflects this trend: information from Travel Skyscanner as of December 17 shows that the number of air ticket bookings to Guangzhou during the New Year’s Day period has exceeded 140,000, an increase of approximately 47% compared with the same period last year. Data from Meituan Travel indicates that the overall growth rate of cultural and tourism bookings nationwide for New Year’s Day has reached 117%, with Guangzhou once again topping the list of popular “New Year’s Eve” cities, followed by Chengdu, Harbin, Chongqing and other places.
The travel radius is also quietly expanding. An analysis from Ctrip points out that during this year’s New Year’s Day holiday, both the travel distance and stay duration of tourists have significantly increased compared with previous years. The proportion of cross-provincial accommodation is expected to exceed 50%, and the share of orders with consecutive stays of two nights or more continues to rise. Benefiting from the continuous relaxation of visa facilitation policies, cities such as Shanghai, Guangzhou and Beijing have also become popular choices for inbound tourists.
The tourism popularity of Guangdong Province as a whole is also on the rise across the board. Data from Fliggy shows that tourism bookings in Guangdong during the New Year’s Day period have increased significantly compared with the same period last year, with packaged tours surging by more than 500% and local experience-based products growing by 360%. Guangzhou, Shenzhen, Zhuhai, Foshan and Jieyang rank among the top destinations.
Concerts and Night Tours Light Up New Year’s Eve
New Year’s Eve concerts have become an important driver of urban cultural and tourism consumption. Fliggy’s analysis suggests that cities featuring “immersive experiences” and “suburban micro-vacations” are more likely to stand out during holidays. This year, the search popularity for “New Year’s Eve travel” – related activities has increased by 58% year-on-year, with performances, fireworks, light shows and other events becoming the focus of tourists’ attention.
Tuniu revealed that in cities hosting New Year’s Eve concerts, such as Guangzhou, Shanghai and Chengdu, bookings for transportation and accommodation have seen a significant surge. Take Guangzhou as an example on Qunar: the series of concerts held by G.E.M. at the Guangdong Olympic Sports Center has directly driven a 13-fold year-on-year increase in hotel bookings around the venue, and the overall hotel booking volume of the city has reached nearly three times that of the same period last year.
Under the night sky, the vitality of cultural and tourism consumption continues to expand. Many citizens and tourists choose to welcome the New Year through “night tours” – for instance, boarding a Pearl River cruise ship and sailing into 2026 amidst river breezes and sparkling lights. According to Meituan Travel statistics, since mid-December, the search volume for “Guangzhou Pearl River night tour” has increased by 169%. In addition, scenic spots such as Zhuhai Imperial Hot Spring Resort and Maoming Romantic Coast have launched New Year’s Eve fireworks – themed activities, adding a festive atmosphere to the nighttime experience.
Rise of Suburban Micro-vacations
Beyond the excitement in the urban center, rural areas and ancient towns in and around Guangzhou have become increasingly popular choices for celebrating New Year’s Eve. Fliggy’s report indicates that destinations focusing on “suburban micro-vacations” and “immersive experiences” are experiencing rapid growth. Cities such as Qingyuan, Chaozhou and Heyuan, leveraging their distinctive resources including hot springs, gourmet food and folk culture, lead the way in booking growth rates, reflecting a trend where tourists are spreading from central cities to surrounding areas.
On the Meituan platform, the search popularity of cultural scenic spots such as Chikan Ancient Town, Gankeng Ancient Town and Shawan Ancient Town has increased significantly. Events such as ancient town fireworks displays and theme concerts are particularly attractive to young tourists. Scenarios such as rural leisure and ancient town night tours complement urban concerts and nighttime economy, jointly building a rich, three-dimensional and diversified New Year’s Eve experience landscape.
