This year, the tourism market experienced remarkable growth during the National Day holiday. Recent data from the Ministry of Culture and Tourism reveals that 765 million domestic trips were taken across China over the seven-day holiday period. This marks a 5.9% increase compared to last year and a notable 10.2% rise from the same period in 2019. As the holiday comes to a close, we’re starting to see tourism data rolling in from various regions.
During this National Day holiday, iconic locations such as the site of the First National Congress of the Communist Party in Shanghai, the Revolutionary Martyr’s Tower in Yan’an, and the Memorial Hall in Xibaipo were decked out in patriotic decor featuring the striking “China Red.” Online platforms reported an impressive 70% jump in average daily orders for popular red tourism sites across the country compared to last year.
Historical landmarks, ancient towns, and immersive cultural experiences have captivated travelers this year. Activities like Hanfu photography, hands-on cultural heritage experiences, and in-depth tours of historical sites have surged in popularity. According to the National Cultural Heritage Administration, museums nationwide welcomed 74.88 million visitors during the National Day holiday in 2024.
In Beijing, the city welcomed 21.6 million tourists during the holiday, reflecting an 18.35% increase from the previous year, with total tourism revenue reaching an impressive 26.885 billion yuan—up 11.67%. These figures set new historical benchmarks. Visitors flocked to engage in cultural tourism, explore the central axis of Beijing, venture to the suburbs, and visit vibrant street markets and cultural districts.
Over in Guangdong Province, from October 1 to 7, the area hosted 58.481 million tourists, a 6.2% increase year-on-year, generating 53.69 billion yuan in tourism revenue—an 8.9% rise. Popular attractions included historical trade route sites, classic red tourism locations, rural tourism hotspots, and ancient villages.
In Hunan Province, total visitor numbers reached 33.4561 million during the seven days of holiday, showing an impressive 25.78% increase over last year. Tourists’ estimated total expenditure for this period was about 38.263 billion yuan, marking a 14.6% rise compared to the previous year. The region saw a notable trend toward integrating diverse new tourism formats.
Sichuan Province also saw a bustling holiday, welcoming an estimated 55.318 million tourists, with total tourism spending reaching 34.837 billion yuan. These numbers reflect year-on-year increases of 11.09% and 9.48%, respectively. The province’s key attractions were thriving, with 17 five-star scenic spots drawing 4.2693 million visitors and generating ticket revenue of 185 million yuan—up 25.06% and 15.48% from last year. Remarkably, the Jiuzhaigou Scenic Area reached its capacity limit of 41,000 visitors for four straight days.
Liaoning Province’s unofficial data suggests that 55.976 million visitors enjoyed local tourism during the seven-day holiday, representing a 16.3% rise, with total tourism revenue hitting 37.55 billion yuan—an 18.1% increase. The province organized over 160 consumer promotions and hosted more than 600 cultural events, enriching the experiences of holidaymakers.
A trend towards “slow travel,” which encourages a more relaxed and unhurried travel experience, gained popularity during this National Day holiday. Alternative travel preferences such as county tours, mini getaways, and wellness trips are becoming increasingly favored.
Among the top travel destinations, cities like Beijing, Shanghai, Chengdu, Guangzhou, Hangzhou, Nanjing, Chongqing, Xi’an, Shenzhen, and Wuhan continue to be the most popular. In fact, areas like Huangshan, Aba Tibetan and Qiang Autonomous Prefecture, Datong, Linyi, Zhangjiajie, Kaifeng, Shangrao, Yinchuan, Shenyang, and Hohhot have reported the fastest growth rates among the top 100 destinations.
Interestingly, many young travelers are gravitating towards “county tourism,” leading to a remarkable 40% year-on-year increase in average daily bookings in these areas. A number of rapidly growing county destinations, including Linfen’s Xixian, Yuncheng’s Ruicheng, Yinchuan’s Helan, and Yan’an’s Yichuan, saw their growth rates exceed four times. Notably, three of these highlighted counties are in Shanxi, showcasing a spike in interest in ancient Shanxi architecture, spurred by popular gaming culture.
Additionally, a trend toward staggered travel to avoid peak crowds is emerging as a new norm. Booking data from online platforms indicates that travelers are increasingly opting to journey before and after the peak holiday times, with almost 30% departing early. In the weekend following the holiday, travel orders surged by 10% compared to the same weekend last September—signaling a shift toward spreading long holiday travel needs throughout the year for a more cost-effective and comfortable experience.