Shanxi's tourism market thrives during Spring Festival

Shanxi province invigorated its cultural and tourism market during the 2026 Spring Festival holiday through diverse offerings, enhanced immersive experiences, and improved service quality, achieving a remarkable start to the new year.

Tourists watch a folk performance. [Photo/Shanxi Economic Daily]

The province welcomed 35.26 million domestic tourists, a 10.45 percent increase from the previous year, and generated total tourism expenditure of 40.89 billion yuan ($5.95 billion), up 14.5 percent.

Eighty key attractions collectively hosted 11.07 million visitors, up 33.83 percent, with ticket revenues reaching 274 million yuan, up 38.83 percent.

Ancient cities, towns, and rural tourism spots offered a rich array of cultural activities, including intangible cultural heritage exhibitions, folk temple fairs, traditional performances, and hands-on workshops, integrating traditional culture with the festive spirit.

The province also promoted the integration of ice and snow tourism with culture, sports, study tours, and wellness, launching 49 routes, over 100 tourism products, and more than 500 themed activities.

Large-scale light shows, such as Taiyuan Ancient County's 3D holographic show, significantly enriched nighttime tourism offerings, creating immersive night tours.

The province also focused on tourist needs, with Taiyuan offering free access to all city parking spaces and 23 large public parking lots, ensuring every visitor experienced the city's warm hospitality.