By hannover-web.com During the recent National Day holiday, domestic travel in China saw a remarkable surge, with 765 million trips taken and spending hitting 700.82 billion yuan, according to data from the Ministry of Culture and Tourism. This marks a year-on-year increase of 5.9% in travel numbers and a 6.3% rise in expenditures. When compared to the same period in 2019, these figures demonstrate impressive growth of 10.2% and 7.9%, respectively—indicative of a strong public appetite for travel and cultural experiences.
Many travelers commemorated the holiday by visiting red-themed exhibitions, tourist attractions, and historical sites. In Sichuan, the Deng Xiaoping hometown tourist area featured a significant exhibition called “The People’s Victory – A Historical Exhibit on the Huaihai Campaign,” drawing over 50,000 visitors in just one day. Notable sites included the residences of revolutionary leaders and key historical locations, all reporting record-breaking attendance. Additionally, the “Yan’an 1938” area in Shaanxi showcased an array of cultural performances and activities, creating a festive atmosphere for visitors. Trip.com noted a staggering 70% increase in daily orders for red tourism attractions during this period.
Traditional culture also flourished, with cultural heritage serving as a major draw. Many museums extended their hours and organized nighttime events, culminating in an impressive total of 74.88 million visitors across China during the holiday, as reported by the National Cultural Heritage Administration. The Palace Museum, the Terracotta Army Museum, and the Shaanxi History Museum emerged as the most visited institutions. Cultural performances, including Sichuan opera, Qinqiang, and shadow puppetry, attracted large audiences, with nearly 3,900 events unrelated to heritage taking place.
Entertainment significantly contributed to consumer spending during the holiday, with a total of 44,300 commercial performances held nationwide—a 14.5% increase from the previous year—generating 2.21 billion yuan in revenue, reflecting a 25.9% rise. In Beijing alone, 367 performances were organized, leading to a 40% jump in ticket sales. Shopping districts thrived with holiday cheer, and monitored national nighttime cultural and tourism venues witnessed a 25.4% increase in night-time foot traffic compared to 2023.
As for travel destinations, major cities like Beijing, Shanghai, Chengdu, and Guangzhou maintained their popularity among travelers. However, there is a notable growing trend towards rural tourism, especially among younger generations. Trip.com reported a 40% year-on-year increase in bookings for county-level travel, with some areas experiencing growth rates exceeding four times. Accommodation bookings in rural regions also soared more than 50% year-on-year.
Facilitated by enhanced travel policies, domestic and international travel flourished, resulting in 5.18 million inbound and outbound travelers during the holiday. Trip.com data revealed an 80% increase in daily arrivals, particularly with international visitors from countries such as Italy, Malaysia, and the U.S. extending their stays in China. The outbound tourism market also peaked, with destinations within a four-hour flight radius—including Japan and Thailand—experiencing a rapid uptick in bookings.
This surge in tourism and cultural engagement underscores a vibrant landscape for both domestic and international travel in China, marking a cultural renaissance as people reconnect with traditional heritage while exploring new destinations.
