China’s Tourism Boom: Outbound Travel Surges as Europe, Southeast Asia, and Domestic Destinations See Record Bookings!

The National Day holiday this year, extended by an additional day due to its overlap with the Mid-Autumn Festival, has seen an unprecedented surge in tourism, with Chinese travelers increasingly seeking more high-quality travel experiences. According to reports from multiple online travel agencies, the extended holiday period from September 27 to October 12 has been marked by a notable increase in overseas accommodation bookings, especially during the post-holiday period. From October 9 to October 11, hotel booking volumes at popular international destinations nearly doubled, as revealed by Qunar, a leading Beijing-based online travel agency.

This trend reflects a growing preference among Chinese tourists for longer, more immersive travel experiences, often beyond the typical destinations of Southeast Asia. The data reveals a shift towards more diverse and culturally enriching travel options, including European destinations and unique experiences offered by local hosts.

The Rise of Homestays and B&Bs: A Shift Toward Comfort and Safety

One of the more significant developments in this year’s National Day travel season is the sharp increase in bookings for overseas bed-and-breakfast (B&B) stays, especially those owned by Chinese landlords. These types of homestays have seen almost a threefold increase in reservations compared to the previous year. This rise is attributed to the fact that many Chinese travelers prefer to book homestays when traveling abroad due to the language barrier and the added safety assurances these accommodations provide.

According to Qunar, homestays were fully booked by the end of August for the National Day holiday. A long-time B&B host in Tokyo, Meizi, shared her experience of managing her homestay for over a decade. She mentioned that she not only provides accommodation but also assists travelers with transportation transfers and recommends authentic local restaurants. The increase in demand for homestays reflects a broader trend toward more personalized and culturally immersive travel experiences, where safety, comfort, and local connection play significant roles in the decision-making process.

Shifting Preferences to European Travel and Long-Haul Destinations

While traditional destinations such as Japan, Thailand, South Korea, Singapore, and Malaysia remain popular, there has been a noticeable uptick in demand for more in-depth tours to Europe. According to Trip.com Group, tour bookings to countries like Iceland and Norway have doubled compared to last year, while Spain, Italy, and Germanyhave seen a 70% increase in bookings. This shift in preferences suggests that Chinese travelers are increasingly exploring more diverse and distant destinations, seeking experiences beyond the typical tourist spots in Asia.

Growth in Popularity of Emerging Destinations

In addition to Europe, other regions are also experiencing a surge in interest from Chinese travelers. Saudi Arabia, Egypt, New Zealand, Kazakhstan, and the United Arab Emirates have all reported a significant increase in hotel bookings, with some of these countries seeing the fastest growth in demand for accommodation. This trend highlights a broader diversification in the destination choices of Chinese tourists, as they seek more varied experiences that go beyond traditional hotspots.

This is particularly evident in the rise of bookings to more unconventional locations, which were previously less popular. The increasing popularity of these emerging destinations is likely driven by the desire for new and unique experiences, as well as greater accessibility to far-flung locations due to improved air travel connections.

Domestic Travel Demand Sees Significant Rise in Long-Haul Bookings

Alongside the surge in international bookings, domestic travel within China also experienced substantial growth during the extended National Day holiday. Particularly noteworthy was the increase in demand for long-haul domestic trips. This trend is attributed to the overlap between travelers returning to their hometowns for family visits and those seeking leisure trips to more distant parts of China.

Tongcheng Travel, a Suzhou-based online travel agency, reported a 14% year-on-year increase in bookings for flights with a travel distance exceeding 3,200 kilometers. This marks the fastest-growing category of flight bookings during the holiday. The Northwest region of China, particularly Xinjiang, emerged as both a popular departure point and destination for long-haul domestic travel, reflecting a growing interest in the diverse landscapes and cultures of China’s more remote areas.

Demographic Insights: Students and First-Time Flyers Lead the Charge

Among the air travelers, students made up the largest group, accounting for nearly 40% of the bookings. Family travelers followed closely, making up around 30% of the total air passengers. Interestingly, first-time flyers also made their mark this year, with an impressive 10% increase in the number of passengers booking first-class and business-class tickets. This shift reflects a growing emphasis on comfort and luxury among Chinese travelers, particularly as they venture on longer journeys, whether domestic or international.

Inbound Travel: A Surge in Foreign Visitors to China

While Chinese outbound travel surged, inbound travel to China also saw remarkable growth during the long holiday. The number of domestic flight bookings made by passengers holding foreign passports rose by 33% year-on-year, with travelers coming from nearly 100 cities across the country.

Interestingly, foreign visitors have been exploring not only China’s major cities like Shanghai, Beijing, Guangzhou, and Shenzhen but also smaller cities, such as Hami in Xinjiang, Xuzhou in Jiangsu, and Qinhuangdao in Hebei. These cities, often overlooked by international tourists, are attracting greater interest as travelers seek more authentic and less commercialized experiences in China.

Among the nationalities showing the strongest interest in traveling to China are South Korean, Japanese, Vietnamese, Malaysian, and Singaporean tourists. However, one of the most notable trends was the surge in bookings from Mongolian tourists, who saw an astounding 900% increase in flight bookings. The Netherlands, Nigeria, Afghanistan, and Georgia also recorded significant year-on-year increases in flight bookings to China, underscoring the growing appeal of China as a travel destination for a diverse range of international visitors.

Traditional Chinese Culture Takes Center Stage for Foreign Tourists

One of the most exciting trends for this year’s Mid-Autumn Festival celebrations was the growing interest from international tourists in experiencing traditional Chinese culture. Many foreign visitors participated in hands-on activities, such as mooncake making, wearing Hanfu (traditional Han ethnic clothing), and admiring the full moon. This growing fascination with Chinese traditions highlights the appeal of cultural tourism and the desire among international travelers to engage with authentic, local experiences during their time in China.

Conclusion: The Evolving Landscape of Chinese Travel

This year’s National Day holiday saw a remarkable surge in Chinese tourism, both outbound and inbound, reflecting the evolving preferences of travelers in China. With a growing interest in quality experiences, long-haul destinations, and cultural immersion, the travel landscape is shifting towards more diverse and enriching journeys. From the rise in bookings for European tours to the growing demand for domestic long-haul flights, China continues to solidify its place as a major global player in the tourism industry. As foreign travelers also explore more of China’s lesser-known regions, the country’s appeal as a tourism destination remains stronger than ever.