The holiday saw tourism revenue reach 375.8 billion yuan, 73.1 percent of the level in 2019.

"It was exciting news," Shi says.

Various culture and tourism activities were also staged across Gansu during the holiday, such as traditional opera performances in the countryside, New Year painting exhibitions and lantern riddles.

The province received 10.12 million traveler visits during the holiday, with 5.5 billion yuan in tourism revenue, representing an increase of 35 percent and 31 percent, respectively, compared with the same period last year, Shi says.

Gansu boasts diverse landforms and a distinctive climate, making it naturally photogenic.

Shi says the unique natural heritage and distinctive folk culture have granted the province a strong appeal to both domestic and foreign tourists.

In recent years, Gansu has continuously improved its tourism infrastructure and services. The Gansu culture and tourism authority has been continuously promoting favorable policies to subsidize travel agencies that arrange charter planes, special tourism trains and group tours for domestic and foreign tourists looking to travel in Gansu.

The Gansu Culture Tourism Group will offer discounts on tickets, hotels, and tourism products for group tours in its operations this year, Shi says.

The group seized the opportunity to roll out winter tourism projects during Spring Festival, which proved popular among travelers.

"From indications in the tourism market seen during this year's Spring Festival, we can feel the public's strong desire to travel," Shi says.

"I believe that the prospects for a comprehensive recovery of China's tourism industry are promising and, in the future, domestic tourism consumption will continue to rise, and the tourism economy will demonstrate strong growth momentum," he adds.