Tourists pose for photos at the Mile Taipinghu Mountainous Rocky Desertification Park. Photo by Gao Wushuang and Huang Xingneng/Yunnan Daily

Flights from cities like Beijing, Tianjin, and Shanghai to Yunnan are in high demand, and Kunming ranks among the top inbound tourism destinations... Behind the New Year holiday consumption boom, the optimization of tourism supply and the upgrade in tourism consumption are injecting strong momentum into the province’s high-quality economic and social development at the start of the new year.

The inaugural "Baihetan Cup" Triathlon of the "Winter Tour Yunnan · Sojourn in Qiaojia" event was held. Photo by Zhang Wangao/Yunnan Daily

During the holiday, the third round of the "Yunnan Super League"(Yunnan Football City League) was in full swing. Focusing on the integration of sports and tourism, relevant prefectures (cities) launched a series of cultural and tourism products and preferential policies, striving to turn event-driven foot traffic into longer stays and increased spending. Yuxi City introduced a 3-day tourism itinerary connecting the scenery of Fuxian Lake, the flavors of soy sauce chicken and braised eel, the heritage of Yuxi kilns, and the excitement of football matches. Lijiang City offered free access to premium performances and core scenic spots for athletes and accompanying staff, and provided discounts on scenic spots, performance products, tour packages, accommodation, and dining for fans holding match tickets.

New Year mountain climbing has become a new choice for young people seeking a sense of ritual for the year's turn and embracing a self-care lifestyle. On December 31, 2025, the Kunming Jiaozi Snow Mountain Scenic Area organized a New Year's Eve night hike, attracting many young tourists to climb together and welcome the first sunrise of the new year at the mountain peak with an altitude of 4,223 meters.

The Kunming Taibei Street Night Market is bustling with visitors. Photo by Gao Wushuang and Huang Xingneng/Yunnan Daily

On the eve of New Year’s Day, Jianshui County, Chengjiang City, Wenshan City, and Zhenyuan Yi-Hani-Lahu Autonomous County signed a strategic cooperation agreement for the "Most Beautiful Nostalgic Journey in Southern Yunnan" in the ancient city of Jianshui. Together, the four locations form a cultural and tourism belt that integrates historical charm, pastoral scenery, and ethnic culture. They will jointly advance the protection of cultural heritage, the integration of tourism formats, and regional brand building, continuously improve infrastructure and public service systems, establish sound benefit-sharing mechanisms, and develop it into a demonstration platform for promoting ethnic unity, building harmonious villages, and driving common prosperity.

In addition to tourism products and offerings, the province has also prepared ample enthusiasm and sincerity in terms of services. "It has always been difficult to get a taxi after concerts, but with the extra subway services, the return journey was much more convenient," said Li Na, a fan who traveled from Guizhou, after attending a concert held at the New Asia Sports City in Kunming on the evening of January 1. The concert went viral on social media, and the added trains on the first phase of Kunming Metro Lines 1 and 2 made her journey home warm and smooth.

Before the holiday, the Yunnan Provincial Department of Culture and Tourism issued travel tips for the 2026 New Year’s Day and Spring Festival holidays to ensure the safety, health, and civilized travel of tourists. Starting on the first day of the New Year, the province launched the "Home for the New Year·Fuel Benefits Along the Way" campaign, offering direct discounts on fuel, full-reduction promotions, and free services such as hot water and car washing. The campaign also integrated holiday celebrations and events to carry out comprehensive service-specific marketing, fully catering to groups such as holiday returnees and self-driving tourists.

The prosperity of the cultural and tourism market during the New Year holiday demonstrates the powerful momentum of deep integration between culture and tourism. As various regions across the province continue to promote product innovation, upgrades in tourism offerings, and service optimization, cultural and tourism consumption is expected to maintain its momentum, injecting lasting vitality into high-quality economic development. (Yunnan Daily, Reporter Zhu Hai)

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(Editors: Jennifer, Rachel)