China braces for record golden week travel surge

Domestic and international tourism demand highlights shifting traveler priorities

China is preparing for an unprecedented tourism boom during its upcoming eight-day "golden week" holiday, with both domestic and outbound travel demand hitting new highs. Travelers are seeking not only value but also emotional fulfillment, fueling interest in nature, cultural experiences, and international trips supported by favorable visa and flight policies.

Key takeaways

• Domestic demand up sharply: Travel intentions within China have risen 30% year on year, with bookings for autumn destinations such as Guilin, Sichuan, and Xinjiang showing strong growth.
• Outbound travel surging: Overseas trip intentions jumped more than 40%, with bookings now spanning 140+ countries, supported by resumed flights and visa exemptions.
• Emotional value driving choices: Travelers prioritize “healing” experiences in nature, with hotel searches for Xinjiang, Inner Mongolia, and Xizang up 60%. Many cut transport costs to spend more on meaningful activities.
• Rise of independent travel: Self-drive tours, hiking, cycling, and high-speed rail bookings more than doubled compared with last year, reflecting a preference for autonomy and in-depth exploration.
• Russia–China travel boom: Russian bookings to China rose 75% year on year thanks to visa-free travel, while Chinese bookings to Russia nearly tripled.
• Belt and Road destinations growing: Countries such as Georgia, Uzbekistan, and Kazakhstan are becoming popular for international self-drive tours, with car rentals soaring up to 1,000%.

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