This year's eight-day National Day holiday, coinciding with the Mid-Autumn Festival, has sparked an exceptional surge in tourism across China. The extended break, which is one day longer than usual, has encouraged more families to travel, leading to higher-than-usual demand for both domestic and international trips. Industry insiders have noted that the holiday has led to increased travel volume and an overall boost in tourism popularity, surpassing previous years' records.
According to Qunar, a Beijing-based online travel agency, the overlap between the National Day and Mid-Autumn Festival has created an ideal environment for family reunions and vacations. This trend has been particularly evident in the rise of family trips, which have driven a remarkable increase in overall tourism activity. As the demand for travel grows, so does the need for booking accommodations, transport, and other services, further highlighting the holiday's significance to China's tourism sector.
Travel Shifts from High-Speed Trains to Flights
With the heightened travel demand, many passengers have found it difficult to secure tickets for high-speed trains, which are traditionally the preferred mode of transport for domestic travel. As a result, more travelers have turned to flights, pushing up airfares across the board. This surge in demand has had a noticeable impact on the aviation industry, according to VariFlight, a provider of aviation data.
Despite the price hike during the peak of the holiday, Cai Muzi, a researcher at Qunar, observed a decline in airfaresstarting on October 2. By October 4, airfares had reached a more affordable level, proving that offpeak travel remains a more cost-effective option. As travelers seek to balance the high cost of flying during peak periods, they are opting for flights during off-peak times to save on expenses.
Increased Family Travel and Rise in Elderly and Child Passengers
October 1, National Day, marked the peak of air passenger numbers, with a noticeable shift towards family travelers. On this day, family travelers represented 43% of all travelers, an increase of 3 percentage points from the previous year. The surge in family travel was accompanied by an impressive increase in the number of elderly and child passengers flying during the holiday.
The number of children under the age of 12 traveling by air increased by 31% year-on-year, while elderly travelers over 60 saw a 33% rise in air travel compared to last year. This shift highlights the growing importance of family trips in China's tourism landscape and underscores the increasing inclusivity of air travel for travelers of all ages.
Top Domestic Destinations and Self-Driving Travel Surge
In terms of hotel check-ins on October 1, Beijing emerged as the top domestic destination, closely followed by Shanghai and Chongqing. These cities, known for their cultural, historical, and economic significance, attracted a large number of domestic travelers during the National Day holiday.
Additionally, self-driving travel experienced a significant increase, with the number of road trip travelers more than tripling on October 1 compared to the previous day. This surge in self-driving tourism reflects a shift towards more independent and flexible travel styles, as tourists seek the freedom to explore various destinations at their own pace. According to Tuniu Corp, an online travel agency based in Nanjing, Jiangsu province, the rise in road trips is also tied to the growing trend of domestic travel, as tourists opt for shorter, more accessible vacations.
Outbound Travel Grows Amid Rising Interest in International Destinations
The longer National Day holiday also created an opportunity for outbound tourism to thrive. Travelers from third-tierand smaller cities have shown a greater interest in traveling abroad, with the number of outbound tourists surging by more than 50% year-on-year on October 1. The most popular overseas destinations have been Japan, Thailand, South Korea, Malaysia, and Vietnam, all of which have traditionally been favored by Chinese travelers seeking nearby, culturally rich locations.
The growth in outbound tourism is a testament to the increasing desire of Chinese travelers to experience international destinations, as well as the broader trend of rising global mobility. It also highlights the ongoing recovery of international travel post-pandemic, with more Chinese citizens eager to explore destinations beyond their borders.
Rising Interest from International Travelers in Chinese Culture
Interestingly, the National Day holiday also attracted an increased number of international travelers to China to experience its unique culture and heritage. On October 1, the number of foreign passengers taking domestic flights within China jumped by more than 40% year-on-year, with international travelers visiting over 70 cities across the country. These foreign visitors mainly hailed from South Korea, Japan, Malaysia, Singapore, and Thailand.
This increase in inbound travel reflects China's continued appeal as a cultural destination, drawing tourists who are eager to explore its rich history, bustling cities, and diverse landscapes. The simultaneous surge in domestic and international tourism during the National Day holiday underscores China's significant role in the global tourism market.
Lin Zhijie, an independent aviation industry analyst, explained that airlines have adapted to market trends in recent years, making their pricing strategies more accurate and effective. This adjustment has allowed airlines to better forecast demand and align airfare prices with market needs. The industry's ability to adjust fares based on demand is becoming more sophisticated, with airlines offering more flexible options for travelers during peak seasons.
Conclusion: A Booming Tourism Market in China
The National Day holiday of 2025 has proven to be a time of exceptional growth for China's tourism industry, marked by rising demand for both domestic and international travel. As family trips, self-driving tourism, and outbound travelexperience significant growth, the tourism sector continues to recover and thrive, aided by improved travel options and rising mobility.
With the strong performance of both domestic tourism and international travel, China is poised to remain a key player in the global tourism market. The growing interest from foreign visitors and the continued expansion of travel infrastructure signal a promising future for the country's tourism industry.