During the 2026 Spring Festival holiday, service consumption in medium-to-small cities across China saw robust growth, driven by reunion gatherings, social activities, and immersive cultural tourism. This trend highlighted a significant shift in consumption patterns towards lower-tier markets.

According to data released by Meituan on February 21, leisure and entertainment orders in these cities increased by nearly 30% year-on-year. Young consumers aged under 30 accounted for over 60% of spending, reflecting vibrant youth-led demand. Top 10 small cities leading the trend included Handan, Nanyang, Baotou, Liuzhou, Jinghong, Dali, Hengyang, Fuyang, Nanchong, and Anqing.

"The integration of AI technology with grassroots consumption is redefining county-level economies," said a Meituan spokesperson. The platform’s AI assistant "Xiao Tuan" saw millions of users—nearly half from returning migrants—searching for local leisure options during the holiday.

"Returning Home + AI" Ignites Local Vibes; Internet Cafés and Esports Emerge as Unexpected Hits

In Handan, Mr. Li reunited with high school friends at an internet café for nostalgic gaming sessions. "It felt like reliving our student days," he shared. Esports-enabled cafés, offering meal packages, all-you-can-drink beverages, and upgraded equipment, became a surprising highlight, with transaction volumes nearly tripling.

Traditional entertainment venues like KTVs (+20%) and billiard halls (+30%) also thrived, fueled by reunion-driven demand. Hot spring centers, evolving into 24-hour social hubs with overnight stays, saw searches for "24-hour services" and "accommodation options" surge, positioning them as family-friendly alternatives to urban nightlife.

Meituan’s enhanced AI tool "Ask Xiao Tuan" guided users through 120 million venue verifications and 140 million real-review checks, ensuring seamless holiday experiences.

Ethnic-themed Photography Booms in Cultural Gems: Liuzhou, Jinghong, Dali Lead the Trend

Deep travel experiences drove interest in smaller heritage cities. Liuzhou, Jinghong, and Dali became hotspots for ethnic costume photography, with bookings doubling. Families increasingly opted for group portraits, shifting from solo or couple shoots. "This year, parents and kids dressed in traditional attire made up a third of our clientele," noted a photographer in Kaifeng.

Historic landmarks like Dali Ancient Town and Xishuangbanna drew cultural enthusiasts, while flower festivals in Fuzhou and Sichuan boosted regional tourism.

"The synergy of Spring Festival travel and localized upgrades is unlocking new potential in tier-three markets," the Meituan spokesperson concluded. By blending tech innovation with grassroots demand, platforms are empowering small cities to thrive in China’s evolving consumption landscape.