The 8-day «super golden week» combining National Day and Mid-Autumn Festival has officially concluded. Long-distance travel and in-depth experiences became the main trends during this year’s holiday period. Domestic long-distance travel orders increased by 3 percentage points compared to last year, while international long-haul trips also gained significant popularity, with many European destinations seeing doubled bookings. In terms of destination choices, long-distance in-depth travel emerged as a clear trend. Beijing, Chengdu, Shanghai, Xi’an, Chongqing, Wuhan, Guangzhou, Qingdao, Nanjing, and Hangzhou ranked among the top 10 popular domestic long-distance travel destinations.

The growth in orders reflects travelers’ evolving understanding of travel’s meaning—moving from popular to niche destinations, from sightseeing to immersive experiences, and from planned itineraries to emotional expression. Chinese tourists’ consumption choices increasingly demonstrate the value recognition of «paying for emotions and experiences.»

New Travel Philosophy:

«Low-energy travel» rejects exhaustion, chauffeur-driven tours see order increase

During this holiday, «low-energy tourism»—abandoning packed schedules, rejecting exhaustion, and embracing low-consumption travel—remained one of the most notable phenomena. Another group of travelers, adhering to the philosophy of «saving more energy while seeing more scenery,» opted for chauffeur-driven tours.

Domestically, Beijing’s chauffeur-driven tour orders increased by 75% year-over-year during the holiday, while scenic areas like Sichuan’s Aba saw doubled orders. International chauffeur-driven tours showed even deeper trends, with overall orders growing over 120% year-over-year. Japan’s market total GMV increased by 180%, while Sri Lanka’s GMV rose over 300%. Replacing traditional «check-in» sightseeing were experiential activities like island cycling, intangible cultural heritage experiences, night performances, and urban mystery-solving check-ins. Travelers’ expectations for itineraries no longer focus solely on attractions but shift toward content and emotional fulfillment.

Additionally, cities like Urumqi, Hohhot, and Lhasa saw overall order increases approaching 30%. More travelers are choosing to explore the northwestern border regions and snowy plateaus, seeking pristine natural landscapes and rich cultural heritage. During the National Day and Mid-Autumn Festival holiday, travelers explored more deeply, with particularly strong growth in third-tier and lower cities. Many smaller cities gained popularity through their unique charm. Data shows Hubei’s Enshi saw chauffeur-driven tour orders triple, Shanxi’s Yuncheng orders increased by 57%, while Jingdezhen’s overall tourism orders grew nearly 40%, partly fueled by local internet fame.

New Travel Rhythm:

«Staggered» travel becomes normalized, post-holiday bookings rise in multiple locations

Data indicates that staggered peak-season travel remained popular this holiday, with many travelers using vacation days to depart early between September 25-30, or starting journeys during or even after the main holiday period.

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Choosing off-peak travel not only enhanced the travel experience but also saved consumers significant costs. For example, domestic hotel expenses could be reduced by 20% during September 25-30. On October 3-4, domestic one-way flight prices were over 30% cheaper than the previous two days. Those choosing post-holiday travel could experience even more cost-effective and relaxed journeys. For October 9-10, routes like Shanghai-Chongqing and Xi’an-Hohhot saw prices drop over 50% compared to holiday rates. Currently, off-peak travel orders for October 9-10 show significant increases in many locations, with Shijiazhuang, Wuhan, and Xi’an seeing year-over-year growth of 100%, 68%, and 40% respectively.

The concentrated long-holiday travel model creates resource strain and cost increases, while «staggered» off-peak travel serves as a rational choice that can effectively alleviate industry pressure during peak periods, optimize resource allocation, and address travelers’ pain points.

New Holiday Faces:

Japan and Thailand lead outbound travel, foreign visitors experience Mid-Autumn

Beijing

Beijing is the capital of China, with a history spanning over three millennia. It served as the imperial capital for several dynasties, most famously the Ming and Qing, leaving behind profound cultural landmarks. The city is globally renowned for historical sites like the Forbidden City and the Great Wall, which reflect its ancient grandeur, while also being a modern political and cultural center.

Chengdu

Chengdu is the capital of China’s Sichuan province, a major city with a history dating back over 2,300 years when it was founded during the Shu Kingdom. It is globally famous as the home of the Chengdu Research Base of Giant Panda Breeding and for its profound cultural heritage, including the spicy Sichuan cuisine and historic sites like the Wuhou Shrine.

Shanghai

Shanghai is a major global financial hub and the largest city in China, located on the central coast. It grew from a small fishing village into a significant port, with its modern development accelerating after being opened to foreign trade by the 1842 Treaty of Nanking. The city is renowned for its iconic skyline, including the historic Bund waterfront and the futuristic skyscrapers of Pudong’s Lujiazui district.

Xi’an

Xi’an is one of China’s oldest cities, serving as the capital for several major dynasties, most notably the Zhou, Qin, Han, and Tang. It is globally renowned as the eastern terminus of the Silk Road and for the Terracotta Army, a vast collection of life-sized sculptures buried with China’s First Emperor, Qin Shi Huang, to protect him in the afterlife. Today, it is a major tourist destination where ancient history, such as its well-preserved city walls, coexists with a modern urban center.

Chongqing

Chongqing is a major city in southwestern China at the confluence of the Yangtze and Jialing Rivers. Historically, it served as the provisional capital of China during the Second Sino-Japanese War (1937-1945). Today, it is a sprawling megacity and a key economic hub, famous for its mountainous terrain, hot pot cuisine, and foggy weather.

Wuhan

Wuhan is a major city in central China, located at the confluence of the Yangtze and Han rivers. Historically, it has been a key transportation hub and was the site of the Wuchang Uprising in 1911, which led to the fall of the Qing Dynasty. More recently, it gained global attention as the initial epicenter of the COVID-19 pandemic.

Guangzhou

Guangzhou is a major port city in southern China that has served as a vital trading hub for over two millennia. Historically known as Canton, it was a key starting point of the Maritime Silk Road and was the only Chinese port accessible to foreign traders for centuries. Today, it is a modern metropolis famous for its Cantonese cuisine and the iconic Canton Tower.

Qingdao

Qingdao is a major port city on China’s east coast, in Shandong Province. It is historically known for its German colonial influence from 1898 to 1914, an era that left a distinct architectural legacy, most famously exemplified by the Qingdao Beer Brewery. Today, the city is renowned for its picturesque coastline, the annual Qingdao International Beer Festival, and its unique blend of European and Chinese culture.