As more Chinese provinces and cities have released tightened travel guidelines, some of which are intended to dissuade migrant workers from returning to their hometowns during the upcoming Spring Festival.
Major media predict that this year’s Spring Festival travel rush, which is usually the world’s largest population migration, will be affected by the current epidemic control measures after the recent coronavirus resurrection in the northern region, and will reduce advertisers’ willingness to invest OOH advertising in Q1 2021.
The Spring Festival transportation in 2021 starts on January 28 and ends on March 8, totaling 40 days. This year, different from previous years, is the first Spring Festival travel after the epidemic prevention and control has become normalized. Combined with the advance ticket sales and recent passenger flow changes, it is estimated that around 1.7 billion passenger trips during the Spring Festival this year, an average of 40 million passengers per day. In 2019, it decreased by more than 40%, but compared with 2020, it increased by more than 10%.
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