China is bracing for a serious outbound journey surge throughout this yr’s Labor Day Golden Week. A mean of two.15 million cross-border passenger journeys are anticipated per day, based on the Nationwide Immigration Administration (NIA).
The five-day vacation begins Might 1, with peak volumes anticipated on the primary and final days, the NIA mentioned on Monday.
Information from Fliggy and Journey.com Group revealed that Chinese language vacationers should not solely spending extra this yr — they’re additionally touring smarter, longer, and deeper.
Fliggy reported a notable uptick in per capita journey spending, pushed by versatile, immersive itineraries. Growing numbers of vacationers are taking up additional trip days earlier than or after the official Might 1–5 interval to maximise their expertise.
“An rising variety of vacationers are opting to take an additional 4 days off earlier than or after the vacation interval,” Fliggy mentioned.
Rise of Cultural, Customized Itineraries
The flavour of outbound journey is altering quick. “Personalized and area of interest experiences are gaining traction,” Fliggy famous, citing triple-digit development in attraction ticket bookings and a 12% rise in outbound spend per traveler.
ACG (Animation, Comics, Video games)-themed motels in Japan, museum hopping in France, fishing and snorkeling in Malaysia, and trekking in Nepal are among the many high specialised choices gaining recognition.
More and more, tradition is a central driver for journey selections. In response to Journey.com Group, Chinese language vacationers are integrating occasions and festivals into their itineraries, from the Hiphopplaya Pageant in South Korea to home attracts just like the Beijing Strawberry Pageant.
The In style Locations
In style locations stay constant — Japan, Hong Kong, South Korea, Malaysia, and Singapore proceed to dominate. However curiosity is pulling vacationers additional afield.
Fliggy reported a doubling of reserving volumes to Iceland, Morocco, Norway, and Georgia year-over-year, signaling a rising urge for food for unconventional adventures and cultural curiosity.
Journey.com Group too famous that rising locations reminiscent of Qatar, Austria, Kazakhstan, Nepal, and Norway are additionally gaining traction, reflecting a diversification in outbound journey preferences.
China’s largest OTA highlighted a double-digit improve in outbound journey, with multi-city itineraries rising in recognition. That is very true in Japan the place vacationers are mixing Tokyo and Osaka for richer city experiences.
In the meantime, villa stays in seaside locations reminiscent of Bali are having fun with robust demand amongst Chinese language, Japanese, and South Korean vacationers in search of privateness and sea views.
“The Labour Day Golden Week is shaping as much as be a vibrant interval for journey, with Chinese language vacationers exhibiting enthusiasm for each conventional and rising locations, and a marked desire for deeper, culturally wealthy, and high-quality journey experiences,” Journey.com Group informed Skift.
In response to China Buying and selling Desk, Japan stays the most important winner, with outbound passenger volumes up 61% in comparison with 2024. The opposite massive features had been from Malaysia, Vietnam and South Korea.
The Not-So In style Ones
Nonetheless, not each vacation spot is using the Golden Week wave.
Thailand, lengthy a high draw for Chinese language vacationers, has seen bookings fall 13% from final yr, a decline attributed to security issues amplified by social media, based on information from China Buying and selling Desk.
“Regardless of official clarifications, the lingering psychological results have eroded belief amongst Chinese language travellers. Restoration of belief will doubtless require sustained efforts in coverage enforcement, public relations, and security assurance,” mentioned Subramania Bhatt, CEO and founding father of China Buying and selling Desk.
Bookings to the UK and UAE have additionally skilled a decline. Whereas no main occasion is liable for disrupting Center East journey, Bhatt identified that locations like Japan and South Korea are profitable over Chinese language vacationers with simpler visas, decrease prices, and stronger cultural ties.
Even with direct flights from 15 Chinese language cities to Dubai, lengthy flight instances and excessive fares make the UAE much less interesting, particularly in comparison with shorter, cheaper journeys.
Bhatt provides, “Plus, the UAE’s give attention to luxurious over cultural depth contrasts with Chinese language travellers’ rising desire for locations that mix pure magnificence with cultural depth.
Equally, the UK has struggled to lure Chinese language vacationers for brief holidays, hindered by visa hurdles, lengthy flight instances, and lingering security issues. “Brief-haul locations that supply immersive experiences in fewer days are profitable out over long-haul choices just like the UK,” he mentioned.
Inbound journey to China can be seeing a resurgence. Journey.com Group studies a 173% year-on-year improve, with high worldwide supply markets together with South Korea, Japan, Singapore, and the U.S.
The highest locations for inbound vacationers are Shanghai, Beijing, and Guangzhou.
