Tourists enjoy winter sports and snow views in Hohhot, capital of the Inner Mongolia autonomous region.[Photo by Xu Lin/China Daily]

As a sign of filial piety, the younger generations would traditionally return home to be with their grandparents during Spring Festival. But things are changing, and if their older relatives have died, younger people are free to make other arrangements for the period.

For the past seven years, Shen Huilin has traveled on her own during Spring Festival, visiting countries like Japan and the United Kingdom.

"Since my grandparents passed away, my relatives now spend the holidays with their children separately. My parents come to stay with me in Beijing from time to time through the year," she says.

"During my childhood, I enjoyed the rituals of Spring Festival, such as getting new clothes and receiving 'lucky money.' But as a grown-up, these are now just fond memories."

As living standards continue to improve for many Chinese people, more options are available. Her parents have gradually accepted her new way of enjoying the holiday, and intend to travel to Hainan Island to avoid the colder weather.

It's also a way for Shen to ease the pressure to marry. Unwed daughters often remain the subject of talk among relatives－and these "concerns" make her uncomfortable.

During the first week of January, searches for Spring Festival holiday destinations tripled on the travel platform Mafengwo over the last week of December, while searches about solo travel doubled, especially among people younger than 30.

The most popular destinations were Bangkok, Osaka, Tokyo and Macao.

As diplomatic relations continue to grow with Russia, so has interest in travel there. With the country's geographic proximity and marvelous winter scenery, cities like Murmansk, St. Petersburg, Vladivostok and Moscow are the most popular destinations.

"The tradition of family reunions during Spring Festival … has weakened over the years," says Ma Yiliang from the China Tourism Academy.

"The needs and motivations of young people have changed－they are more focused on the holiday as an opportunity to enjoy themselves. And the older generations are becoming more open-minded toward this."

According to him, the options are endless. Some choose to enjoy beautiful winter landscapes or seasonal sports such as skiing, while others enjoy cultural activities like temple fairs. Others travel to warmer climes in Southeast Asia to enjoy beaches and nice hotels.

For individual travelers looking for more immersive experiences, Ma suggests safety should remain the priority, especially for female travelers, and people should choose destinations with good public order.