Since the implementation of the entry visa facilitation policy in the second half of 2023, the number of entry-exit foreigners and visa free entry ushered in an explosive growth. Recently, according to the data released by the National Migration Administration, in 2024, the country will check 64.882 million inbound and outbound foreigners, up 82.9% year on year, including 20.115 million visa free inbound foreigners, up 112.3% year on year. As of now, China has achieved comprehensive mutual exemption with 25 countries, implemented unilateral visa free policies for 38 countries, and implemented transit visa free policies for 54 countries. The extension of stay in China, the increase of applicable ports... The continuous relaxation of the optimized visa free policy has effectively improved the convenience for foreigners to come to China, and has also enabled the world to have a clearer understanding of friendly and open China. Against the background of the rapid recovery of inbound tourism, the inbound tourism market for foreigners is further recovering even during Chinese holidays when foreigners are less willing to come to China. The data shows that during the National Day in 2024 and the New Year's Day in 2025, the number of inbound and outbound foreigners will be 1014000 and 185000 respectively, up 37.2% and 33.6% year on year respectively. A tourism platform predicts that the number of foreign tourists visiting China during this year's Spring Festival will increase by 203% compared to the same period last year. From previous years, visiting relatives has always been a highlight of the Spring Festival inbound tourism market. As the most grand, lively, and culturally rich traditional festival in China, the Spring Festival attracts a large number of Hong Kong and Macao compatriots to return to the mainland, Taiwan compatriots to return to the mainland, and overseas Chinese to visit and travel. According to the 2024 Spring Festival tourism market research released by the China Tourism Research Institute, among the popular domestic destinations for inbound tourists, there are famous overseas Chinese hometowns in China such as Quanzhou, Fuzhou, Jiangmen, Huizhou, and Foshan. The relaxation and optimization of visa free policies have simplified the visa procedures for overseas Chinese returning to China, which will to some extent increase their willingness and frequency of visiting relatives. The scale of this year's Spring Festival visit is expected to further expand. On the other hand, according to the historical data of inbound statistics, February, which is usually the low season for foreign tourists visiting China during the Spring Festival. This is not because foreigners are not interested in the Spring Festival or afraid of the cold, but it is related to such adverse factors as inconvenient transportation, crowded tourist attractions and high accommodation prices during the holiday. Nevertheless, there are still many foreign tourists who have a strong interest in Chinese culture and want to personally immerse themselves in and experience the unique charm of the Chinese New Year, choosing to travel to China during the Spring Festival. A South Korean netizen shared their experience of traveling to China during the Spring Festival, stating that despite the crowds, they were able to experience numerous traditional intangible cultural heritage activities at once, gaining a unique and unforgettable travel experience, and said they would come to China again to celebrate the Spring Festival. The special feature of the Spring Festival in the Year of the Snake 2025 is that it is the first Spring Festival after the successful application for World Heritage. When visa free travel expands and overlaps with the first "Intangible Cultural Heritage" Spring Festival, to kick off the "Intangible Cultural Heritage" Spring Festival inbound tourism and 2025 inbound tourism, we should start from two aspects. Firstly, we need to explore and make good use of high-quality intangible cultural heritage resources in various regions, enrich the supply of cultural and tourism products, and do a good job in promotion. The Ministry of Culture and Tourism has recently launched the "Celebrating the Chinese New Year with Joy" 2025 Spring Festival themed cultural and tourism activities, which include 27 main activities in seven major areas. Taking advantage of the first "intangible cultural heritage" Spring Festival opportunity, we will strengthen the inheritance and promotion of Spring Festival culture. Various regions are also actively preparing and launching numerous Spring Festival intangible cultural heritage experience activities with a strong "New Year's flavor", such as Quanzhou Zanhua Wei in Fujian, Chaozhou Yingge Dance, Zigong Lantern Festival, etc., which will become popular projects to attract tourists from all over the world to experience. Secondly, it is necessary to promptly connect with the needs of visiting compatriots, overseas Chinese, and other foreign tourists, provide good tourism service guarantees, and strive to achieve word-of-mouth dissemination. On the one hand, domestic tourist destinations, especially in overseas Chinese hometowns, should leverage their own advantages to improve public service levels and enhance the depth and sense of participation in the Spring Festival "intangible cultural heritage" activities through the production and promotion of activity calendars. Through high-quality tourism services, overseas Chinese are encouraged to spread the cultural charm of the Chinese Spring Festival through We Media, so as to further enhance the popularity and influence of the Chinese Spring Festival in the world and attract more tourists. On the other hand, in order to further attract foreign tourists to come to China during the Spring Festival, cultural and tourism departments in various regions can launch a "Special Guide for Spring Festival Travel to China", focusing on Japan, South Korea, and Southeast Asian countries, guiding potential foreign tourists to prepare for psychological expectation management and pre departure booking. For foreign tourists who are celebrating the Spring Festival in China for the first time, they can first conduct a questionnaire survey to understand their needs and provide corresponding recommendations. For example, in Beijing, Shanghai and other places where life is more convenient, while experiencing China's technological development firsthand, they can also experience many Spring Festival "intangible cultural heritage" activities such as lantern fairs, temple fairs, and folk song and dance performances. We believe that with the further expansion of the visa free "circle of friends", people to people exchanges will become more active. At the same time, with the simultaneous improvement of the quality and quantity of the "intangible cultural heritage" activities during the Spring Festival, the most representative Chinese cultural event, the Spring Festival will further strengthen its bond function of promoting cultural exchanges between China and foreign countries and promoting friendship among people of all countries. (New Press) (Liu Xiangyan, the author is an associate researcher at the International Tourism Research Institute of the China Tourism Research Institute)