As the Lantern Festival nears, marking the end of the Spring Festival period, Guangdong has witnessed a significant surge in tourist arrivals. Jiang Yu, a visitor from Northeast China, shared her unique holiday experience in Guangzhou, noting the vibrant outdoor activities such as flower markets and traditional windmills that added to the festive atmosphere.

During the 2026 Spring Festival holiday, Guangdong welcomed a record 86.589 million tourists, generating tourism revenue of 84.89 billion yuan, according to data released by the provincial culture and tourism department. The number of visitors from eastern regions reached 5.426 million, while those from northeastern China saw the fastest growth, increasing by 21.1% year-on-year.

The trend of "reverse migration" for the holidays, where travelers avoid peak crowds, combined with the warm winter climate in southern provinces, has made Guangdong a top choice for northern tourists seeking to escape the cold. Local specialties, cultural activities, and technology-driven experiences have become major attractions.

At the Haixinsha All-Space Smart Experience Center in Guangzhou, daily robot performances were fully booked during the holiday period. The center reported an average daily footfall of over 1,000 visitors, with significant numbers coming from northern provinces like Beijing, Henan, and Shandong.

Cultural tourism has gained particular popularity among northern visitors. Wang Yi, who moved to Guangdong for work, brought her parents to celebrate the New Year there, citing the pleasant climate, local cuisine, and cultural events as key factors. Social media platforms are filled with posts from northern tourists praising Guangdong’s flower markets, lion dances, and culinary delights.

Data from the China Travel Service Association and Tuniu Travel Network indicates that over 50% of tourists traveling south for the holidays came from northeastern China and the Beijing-Tianjin-Hebei region, while nearly 30% were from Jiangsu, Zhejiang, and Shanghai.

The LanShe Designer B&B in Foshan’s Xingtang Fengjian Water Village experienced a notable increase in northern guests during the holiday. According to Zhou Jian, general manager of Shunde LanShe Hotel Management, northern visitors accounted for over 25% of total guests, doubling from the previous year. Many opted for extended stays, with some booking rooms for more than ten days.

Northern tourists showed strong interest in hands-on cultural experiences, such as dragon boat crafting and Lingnan intangible cultural heritage activities. Authentic Cantonese morning tea and local delicacies like youjiao (fried dumplings) and songgao (steamed sponge cake) were also highly popular.

Shantou emerged as a top destination for cultural tourism, with traditional activities such as Yingge parades and temple fairs driving an over 80% increase in hotel bookings during the holiday. From the first to the fifth day of the Lunar New Year, many accommodations in Guangdong were fully booked, with overall occupancy rates exceeding 80% during the eight-day holiday period.

In addition to cultural attractions, technology-driven experiences played a key role in attracting visitors. The Haixinsha All-Space Smart Experience Center featured humanoid robots, autonomous aircraft, and interactive games, while lantern festivals in Nansha and Yuexiu Park incorporated VR, digital lighting, and MR technologies to create immersive experiences.

In Shenzhen, the Huaqiangbei commercial area became a hub for tech-savvy shoppers, with revenue increasing by 35% during the holiday. Sales of AI-powered products, such as smart glasses, surged by 70–80%, reflecting growing consumer interest in innovative technology.

Looking ahead, Guangdong aims to further integrate technology into tourism by promoting VR/AR and robot interactions, developing low-altitude tourism experiences, and enhancing nighttime economy initiatives. These efforts are expected to extend the holiday consumption boom throughout the year, positioning Guangdong as a leading destination for cultural and technological tourism.