Published on
October 9, 2025
China Tourism Shines During Golden Week as the country saw a remarkable surge in travel and consumption during the eight-day holiday from October 1 to October 8, 2025. This rare alignment of the Mid-Autumn Festival and National Day holidays brought millions of Chinese people on the move, both domestically and internationally, while retail sales, cultural tourism, and inbound visits soared. With over 2.43 billion passenger trips recorded, a 6.2% increase in daily passenger flows, and retail sales up by 3.3%, the holiday highlighted the country’s strong economic vitality and growing consumer confidence. The Golden Week not only showcased China’s travel resilience but also underscored the nation’s shift toward a more diversified and personalized travel experience.
The eight-day holiday week, running from October 1 to October 8, 2025, marked a momentous occasion for China’s tourism and economy, with an unprecedented alignment of the Mid-Autumn Festival and National Day holidays. This rare confluence of festivities not only fueled domestic travel but also propelled consumption across a range of industries. From bustling city streets to the serenity of smaller, off-the-beaten-path destinations, millions of Chinese citizens engaged in diverse activities, making it a time of celebration, consumption, and exploration.
The holiday’s impact was felt nationwide, with a surge in both travel and retail activity. As people took advantage of the long break, consumption patterns shifted, revealing new preferences and behaviors. Retail sales saw significant growth, while tourism flourished both domestically and internationally, bolstered by favorable policies like tax refunds and visa-free entry. This exceptional holiday period not only reinforced China’s resilience as a global economic powerhouse but also highlighted the nation’s evolving consumption landscape. The robust performance during this period serves as a strong signal of China’s ongoing recovery and growth, laying the foundation for further economic expansion in the latter half of 2025.
Unprecedented Passenger Flows and Travel Numbers
According to the Ministry of Transport, China experienced a staggering 2.43 billion cross-regional passenger trips during the eight-day Golden Week holiday. This figure represents an average daily passenger flow of 304 million, marking a 6.2% year-on-year increase. The sheer volume of travel is a testament to the resilience of China’s tourism sector, which continues to recover and expand post-pandemic.
Key Statistics:
- 2.43 billion passenger journeys taken during Golden Week
- 304 million daily passengers on average
- 6.2% increase in passenger flows compared to 2024
This influx of travelers not only spanned domestic trips but also international journeys, with notable increases in outbound tourism. These numbers indicate a marked shift in the way Chinese people view travel—emphasizing leisure, exploration, and connecting with distant destinations, both near and far.
Travel Preferences: Smaller Destinations on the Rise
While China’s major cities like Beijing, Shanghai, and Guangzhou continued to draw large numbers of visitors, data from online travel agencies such as Qunar.com revealed a fascinating shift in travel preferences. More and more Chinese tourists are opting for smaller, less-visited destinations, seeking more personalized travel experiences rather than the typical overcrowded tourist hotspots.
- 20% increase in hotel bookings in domestic cities
- 30% rise in international flight bookings, especially to hot overseas destinations
- Flight bookings to smaller domestic airports doubled year-on-year, reflecting the growing interest in county-level regions and far-flung destinations
This preference for smaller locales points to a broader shift toward a more diverse and individualized travel experience. For instance, destinations in Northwest China’s Xinjiang Uygur Autonomous Region topped the charts for long-haul domestic flights, signaling the growing appeal of China’s western provinces.
Retail Sales and Economic Consumption Surge
Golden Week is traditionally a key period for retail spending, and 2025 was no exception. According to the Ministry of Commerce, sales at key retail and catering enterprises rose by 3.3% year-on-year during the first four days of the holiday.
Notable Retail Performance:
- 3.3% increase in sales at major retail and catering establishments
- 40% surge in payments from global tourists to China via Alipay, showcasing the growing appeal of China as a shopping destination
- 200% year-on-year rise in offline shopping by overseas visitors
The surge in retail spending is largely driven by the growing middle class and increased disposable income. China-chic products, such as silk embroidery, bamboo weaving, and ceramics, saw a 55% increase in sales during the holiday period, further underscoring the country’s rising cultural consciousness and appreciation for heritage.
Inbound Tourism Soars with New Policies
In a major sign of China’s open-door policy, inbound tourism reached new heights during Golden Week, aided by visa-free entry, tax refunds, and an increase in flight availability. This was particularly evident in the Guangdong-Hong Kong-Macao Greater Bay Area, where Hong Kong and Macao hosted several cultural events, including fireworks displays, concerts, and exhibitions, all of which attracted tourists from mainland China.
Key Factors Driving Inbound Tourism:
- Visa-free entry policies for certain regions
- Tax refund programs for international tourists
- Increased flight connectivity to major international airports
According to data from Ant Group (Alipay’s parent company), global payments to China saw a 40% increase during the first five days of the holiday, signaling a strong rebound in inbound tourism. Offline shopping by international tourists grew by a remarkable 200% year-on-year, confirming the rising allure of Chinese cultural products and the country’s role as a leading shopping hub in Asia.
Cultural Tourism: Celebrating Heritage and Modern Entertainment
This year’s Golden Week was marked not just by travel, but by a seamless integration of culture, entertainment, and tourism. Visitors were treated to an array of activities, such as:
- Drone light shows in Chongqing
- Traditional costume parades in Ningbo, Zhejiang Province
- Mural drawing workshops in Dunhuang, Gansu Province
- Marine animal performances at Ocean Park in Tianjin
In addition to these activities, the Guangdong-Hong Kong-Macao Greater Bay Area saw a surge in cultural tourism demand, as a blend of leisure, shopping, and family visits became the primary focus for many travelers.
In particular, the Hong Kong Immigration Department reported that 1.28 million passengers from mainland China visited Hong Kong by late Tuesday, surpassing last year’s record of 1.22 million. This highlights the growing interconnectivity between mainland China and its Special Administrative Regions.
Cinematic Growth: A Record-Breaking Box Office
The Golden Week holiday also coincided with a major cinematic event, as the Chinese box office saw its biggest surge in recent history. By Wednesday, total box office takings had exceeded 1.8 billion yuan (approximately $253 million), breaking previous records.
This increase in cinema viewership reflects the growing enthusiasm for entertainment during the holidays, with Chinese audiences flocking to theaters to enjoy a wide range of films. The robust performance of the box office underscores the integration of cultural experiences and modern leisure activities, further contributing to the holiday’s overall success.
Economic Vitality: A Foundation for Future Growth
Beyond travel and consumption, the Golden Week holiday provided a glimpse into China’s economic resilience. With new consumption scenarios emerging, especially in services, there was a noticeable shift towards more diverse spending habits.
Key Economic Insights:
- New consumption scenarios have boosted the services sector, leading to increased value-added activities
- The diversification of spending across multiple sectors highlights the resilience and adaptability of the Chinese economy
- Government measures such as tax cuts and enhanced services consumption policies have supported retail and leisure activities
Economists, including Hu Qimu, deputy secretary-general of the Forum 50 for Digital-Real Economies Integration, note that this year’s holiday offered more flexibility for travelers, allowing them to plan longer trips. The positive outcome of this extended period of economic activity is a clear indication of the broader recovery trajectory in China, with retail sales increasing by 3.4% year-on-year in August.
Outlook for the Future: Optimism and Growth
The success of the 2025 Golden Week holiday has provided a strong foundation for China’s economic recovery. With robust domestic consumption and a resilient tourism sector, the Chinese economy appears on track to meet its GDP growth target for the year. The World Bank recently upgraded China’s 2025 growth forecast to 4.8%, citing the country’s recovery and rising economic vitality.
As China continues to navigate the post-pandemic landscape, the Golden Week period has proven to be a barometer of the country’s economic stability and tourism potential, offering a glimpse of what lies ahead in the second half of 2025. With consumption continuing to grow and tourism playing a crucial role in China’s economic rejuvenation, the country is poised to remain a key global player.
China Tourism Shines During Golden Week as millions of Chinese traveled across the country, driving a 6.2% increase in passenger flows and boosting retail and cultural consumption. This surge in travel and spending reflects the nation’s robust economic recovery and evolving consumer preferences.
The 2025 Golden Week holiday in China was more than just a traditional celebration; it was a reflection of a nation embracing new patterns of consumption, travel, and cultural engagement. With record-breaking passenger flows, a surge in retail sales, and an influx of international visitors, China’s tourism and economy have demonstrated remarkable resilience and vitality. As the country moves forward, these trends will continue to shape the future of both domestic and international tourism, propelling China toward its next phase of economic growth and prosperity.
