Published on
October 4, 2025
China’s eight-day National Day holiday, a day longer than usual and coinciding with the Mid-Autumn Festival, has triggered a significant rise in tourism across the country. The overlap of these two major holidays has been a catalyst for increased travel demand, with both domestic and international tourism experiencing substantial growth. Travel agencies and analysts have noted that this year’s tourism market is far more active compared to previous years, with a noticeable shift in the travel habits of Chinese citizens.
Family Travel Takes the Lead
With the extended break providing ample time for families to reunite, family travel has become a major driving force for the tourism surge. Online travel agencies have observed a rapid increase in family bookings, as people took advantage of the holiday to travel together. The demand for family vacations has been a key trend during this holiday season, with more families opting for vacations that allow them to spend time together, whether traveling domestically or abroad.
Travel platform Qunar revealed that on the first day of the holiday, family travelers made up 43 percent of all travelers. This was a notable increase compared to the same day last year, where families represented 40 percent of the travel market. Among this group, children under the age of 12 saw a significant rise in air travel, increasing by 31 percent year-on-year, while air travel among people aged 60 and above also grew by 33 percent.
The Impact on Airfares and Flight Demand
The increase in travel has been felt most in the airline industry, where flight demand surged, especially as many people sought air tickets after being unable to secure high-speed train tickets. As a result, there was a significant rise in airfares during the early days of the holiday period. However, the price increase was temporary, as ticket prices began to drop by October 2, with rates reaching a more affordable level by October 4.
Travel analysts noted that flying during off-peak days within the holiday allowed travelers to benefit from lower prices, making the later days of the holiday season a more cost-effective option for those still planning their trips. The first day of the holiday, National Day, saw the highest number of air passengers, as many family travelers took advantage of the time off to embark on their journeys.
Top Domestic Travel Destinations
On the domestic front, Beijing emerged as the most popular destination, with a large influx of visitors seeking to explore the capital city’s rich history, culture, and festive activities. Other major cities like Shanghai and Chongqing also saw substantial numbers of hotel check-ins, making these three cities the leading destinations for travelers on October 1.
An interesting trend observed during this year’s holiday was the significant rise in self-driving travel. Road trips have become a popular choice, especially for those looking to explore less conventional routes or visit family and friends. Tuniu, another major travel agency, reported that on October 1, the number of travelers opting for self-driving trips was more than three times higher than on the previous day. This rise in road trip travelers reflects a growing desire for more flexible and personalized travel experiences, with people seeking control over their schedules and routes.
Outbound Travel Sees Significant Growth
This year’s longer holiday has also resulted in a substantial increase in outbound travel, with more people from smaller cities flying abroad. On October 1, the number of outbound travelers surged by over 50 percent compared to the previous year. Countries like Japan, South Korea, Thailand, Malaysia, and Vietnam have emerged as popular destinations, attracting tourists from across China eager to explore international destinations.
The increase in international travel reflects a broader trend of rising affluence in smaller cities, where residents are becoming more able to afford overseas vacations. This shift in travel behavior suggests a new market segment is opening up, with more travelers from third-tier cities seeking foreign experiences during the extended holiday break.
International Tourists Flocking to China
While more Chinese citizens are traveling abroad, the National Day holiday has also attracted a growing number of international visitors. The number of foreign travelers taking domestic flights in China rose by over 40 percent compared to last year. These visitors, primarily from neighboring countries such as South Korea, Japan, Malaysia, Singapore, and Thailand, are visiting a wide range of cities across China. The holiday period has provided a unique opportunity for international tourists to experience Chinese culture, festivals, and the vibrant atmosphere that characterizes China during this time of year.
Airfare Prices Reflecting Market Demand
Airfares for the National Day holiday period saw an increase in prices, with the average cost of a flight reaching 819 yuan (approximately $115) as of September 25. This marked a 9.1 percent rise compared to the same period last year. The price surge was driven by the increased demand for both domestic and international flights, especially as more travelers sought to capitalize on the extended break.
Analysts noted that airlines have become more adept at adjusting their pricing strategies in line with demand trends. Following the initial price hike, airlines saw a reduction in ticket prices during the off-peak travel days, signaling more accurate forecasting and greater market flexibility.
Looking Ahead: The Future of Travel in China
The National Day holiday period has provided a glimpse into the future of China’s tourism and travel markets. With both domestic and international travel booming, this extended holiday has proven to be a significant driver of economic growth. The rise in family travel, self-driving tourism, outbound trips, and international visits highlights a rapidly changing landscape for China’s tourism sector.
The trends observed this year are expected to shape the direction of travel in China for years to come. As domestic tourism continues to thrive and outbound travel grows, the overall tourism industry will play an increasingly important role in the country’s economic development. The extended National Day holiday has offered valuable insights into travel behaviors, helping shape strategies for the future of the travel industry in China.
In conclusion, this year’s National Day holiday has set a high bar for tourism demand, creating new opportunities for travelers and businesses alike. As China continues to recover and modernize its tourism infrastructure, the travel boom experienced during this period is a sign of continued growth and success in the future.
