China’s Spring Festival Travel Surge: A Record-Breaking Rush and the Rise of ‘Film-Plus’ Consumption
China’s railway system is experiencing an unprecedented surge in passenger traffic as the 2026 Spring Festival travel rush continues. As of Sunday, February 22nd, a total of 258 million passenger trips have been recorded since the start of the 40-day period on February 2nd, according to China State Railway Group Co., Ltd. (China Railway).
Record Numbers and Increased Capacity
On Saturday, February 21st, the railway system handled 17.19 million passenger trips. Sunday is expected to witness a similar volume, with an estimated 17.93 million trips anticipated. To meet the soaring demand, 2,203 additional passenger trains have been scheduled.
The sheer scale of the movement is remarkable. As of 8:00 AM Sunday, 325 million train tickets had been sold for the ongoing travel rush. Major departure cities include Beijing, Guangzhou and Chengdu, while Beijing, Shanghai, and Guangzhou are popular destinations.
Railway authorities are proactively increasing transport capacity on major routes and enhancing services at stations and onboard trains to ensure a safe and orderly journey for all passengers. Nighttime high-speed trains and dedicated services for migrant workers are as well being utilized.
The ‘Film-Plus’ Strategy Drives Holiday Spending
Beyond the transportation milestones, the 2026 Spring Festival holiday is witnessing a latest trend: the “film-plus” strategy. This innovative approach merges cinema with retail, dining, and tourism, significantly boosting consumption across Chinese cities.
Shopping malls are hosting film-themed fairs, and locations featured in popular Chinese movies are offering cultural performances and activities. Moviegoers can redeem ticket stubs for discounts at local stores and restaurants, while shoppers can access special deals on movie tickets with their receipts.
Real-World Impact: Examples from Across China
In Changde, Hunan Province, an inheritor of a traditional incense-making craft reported strong sales at a film-themed fair. A marketing manager at a Wanda Plaza shopping mall noted a 5% increase in average daily sales, reaching nearly 4 million yuan (approximately $580,000), attributed to the film-themed events.
Cities like Qingdao, Shandong Province, are pioneering the “ticket stub economy,” integrating cinema with tourism, retail, dining, and accommodation. Yichang, Hubei Province, is leveraging its scenic landscapes – often featured in Chinese films – to attract moviegoers with special tours and activities. The Qingjiang Painting Gallery Scenic Area has seen a 15% increase in tourist numbers.
FAQ: Spring Festival Travel and Consumption
Q: When does the 2026 Spring Festival travel rush end?
A: The 40-day travel period runs from February 2nd to March 13th.
Q: What is the ‘film-plus’ strategy?
A: It’s an initiative that combines cinema experiences with spending opportunities in retail, dining, and tourism.
Q: Which cities are leading the way with the ‘film-plus’ model?
A: Qingdao, Yichang, and Changde are among the cities actively implementing this strategy.
Q: How many train tickets have been sold so far?
A: As of Sunday morning, 325 million train tickets have been sold.
Did you know? The Spring Festival travel rush, known as chunyun, is often described as the world’s largest annual human migration.
Pro Tip: If you’re traveling during the Spring Festival, book your tickets well in advance and allow for extra travel time due to the high volume of passengers.
Explore more about China’s economic trends and travel updates on Bastille Post Global.
