Published on
September 26, 2025
China’s tourism industry is set to experience a significant surge during the upcoming ‘Golden Week’ holiday, as travelers eagerly seek out distinctive autumn experiences both within the country and abroad. This annual holiday, which typically sees a peak in domestic tourism, is expected to be even more dynamic this year, with many opting for a blend of scenic local getaways and international explorations. The combination of favorable weather, cultural festivities, and growing interest in unique autumn destinations is creating a perfect storm for a tourism boom, making this Golden Week one of the most anticipated yet.
China is set to experience record travel during the upcoming eight-day “Golden Week” holiday, beginning on October 1, as the nation celebrates both the Mid-Autumn Festival and National Day. With strong demand for domestic and international travel, this year’s holiday period is expected to mark a significant surge in tourism across the country.
Domestic travel has seen a 30 percent increase in intentions compared to last year, while outbound travel is up by over 40 percent. Travel bookings for this period are reflecting substantial double-digit growth, signaling that travelers are eager to make the most of the extended holiday.
Travel platform data reveals that interest in autumn-themed vacations is soaring, with searches for “appreciating the autumn scenery” jumping by 125 percent week-on-week. Popular destinations for autumn travel include the Longji rice terraces in Guilin, Wulong in Chongqing, the Altay and Kanas regions in Xinjiang, Jiuzhaigou and Daocheng Yading in Sichuan, and Huangling village in Jiangxi Province. These locations, known for their breathtaking autumn landscapes, have seen a surge in bookings ahead of the holiday.
The boom in autumn tourism has also fueled demand for specialized travel experiences such as photography tours, hiking, camping, and cycling. Tourists increasingly seek opportunities to capture the stunning fall colors and enjoy immersive, nature-filled adventures. These trends are consistent with a broader shift in tourist preferences, as travelers look for more meaningful and enriching travel experiences.
In addition to scenic travel, emotional satisfaction has become a crucial factor in destination choices. Many travelers are seeking locations that provide peace, tranquility, and a sense of reconnection with nature. This year, bookings for destinations like Xinjiang, Tibet, and Inner Mongolia have risen by 60 percent, as more people look to explore vast grasslands and unique landscapes that offer “healing” experiences. The appeal of these regions lies in their ability to provide a quiet escape from the fast-paced, urban lifestyle that many city dwellers are eager to leave behind.
Today’s travelers are more focused on emotional fulfillment alongside cost-effectiveness, and this has influenced their decision-making. Many tourists are willing to pay for high-quality, in-depth travel experiences, but they aim to save on transportation and non-essentials. For example, self-drive tours, independent travel, and high-speed rail trips have seen a substantial increase in bookings, with demand more than doubling compared to last year’s Golden Week. Travelers are choosing these options for greater flexibility and autonomy, allowing them to craft personal, meaningful itineraries that align with their emotional and financial priorities.
The rise in domestic travel is complemented by a steady increase in international arrivals to China. Key source countries for international tourists include South Korea, Japan, Thailand, Malaysia, Singapore, the United Kingdom, Indonesia, the United States, Russia, and Australia. According to data, the top destinations for overseas visitors include Shanghai, Beijing, Guangzhou, Shenzhen, Chengdu, Chongqing, Xiamen, Hangzhou, and Xi’an. These cities remain popular due to their rich cultural heritage, modern amenities, and significant tourism infrastructure.
In particular, Russian tourist bookings have surged by 75 percent year-on-year, fueled by the recent visa-exemption agreement between China and Russia. Russian travelers are flocking to cities like Beijing, Shanghai, Guangzhou, and Harbin. The visa-free access between the two countries has made travel more accessible, contributing to this rapid growth.
While China continues to see a strong influx of international tourists, outbound travel is also on the rise. Bookings for international destinations have expanded dramatically, with Chinese travelers now booking trips to more than 140 countries and regions. This marks a significant recovery from the previous year, when travel options were limited. Popular international destinations include Australia, New Zealand, the United States, and several European countries, which have all experienced a surge in bookings.
Russia has seen a particularly sharp rise in bookings, with a nearly threefold increase in demand. This surge is attributed to the introduction of visa-free access for Chinese visitors, which has simplified travel between the two nations. In addition to Russia, other neighboring countries, such as Japan, South Korea, Thailand, Vietnam, and Malaysia, remain popular choices for Chinese tourists, as they offer easy access and are culturally familiar.
Several factors have contributed to this growth in international travel. Favorable policies, including resumed flight operations and visa exemptions, have expanded travel options for Chinese citizens. In particular, outbound travel products have seen a 75 percent increase compared to last year, and tourist numbers are expected to rise by 130 percent during the holiday. As travel restrictions ease and more destinations reopen to Chinese travelers, outbound tourism is poised to continue its recovery.
One significant trend in international travel is the increasing popularity of self-drive tours in countries along China’s Belt and Road Initiative. Nations such as Georgia, Uzbekistan, and Kazakhstan have become hotspots for self-drive tourism, with bookings for car rentals in these destinations soaring. In fact, car rental orders for these countries have increased by 200 percent, 300 percent, and even 1,000 percent, respectively, compared to the same period last year.
This growing interest in international self-drive tours highlights the changing preferences of Chinese travelers, who are seeking more flexibility and personalized experiences. These countries, with their diverse landscapes and rich cultural heritage, are offering travelers a chance to explore at their own pace, making them increasingly attractive destinations.
China’s tourism industry is poised for a major boost during the ‘Golden Week’ holiday, as travelers seek unique autumn experiences, both domestically and abroad, driven by ideal weather, cultural events, and a growing interest in seasonal destinations.
As Golden Week approaches, both domestic and international travel are set to soar, signaling a strong recovery in China’s tourism sector. From stunning autumn landscapes in China to exciting international destinations, travelers are looking forward to a memorable holiday filled with meaningful experiences and enriching journeys. With favorable policies and a growing demand for unique, high-quality travel, the tourism industry is positioned for continued growth, both in China and abroad.
