October’s Golden Week Heralds Strong Comeback

Take Skift

With Golden Week approaching, China’s travel rebound is set to boost global tourism. Destinations that appeal to confident Chinese travelers looking for diverse, immersive experiences will be big winners.

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After years of restricted mobility, the number of Chinese trips abroad is set to increase significantly during the upcoming Golden Week in October, according to Dragon Trail Research.

“We expect the October Golden Week to be closer than any other Chinese holiday period since the country reopened to reach pre-pandemic levels,” Dragon Trail notes in a soon-to-be-released research report.

Industry experts have been eagerly awaiting this revival, with Chinese travellers increasingly opting for overseas travel with a focus on personalised and immersive experiences.

Golden Week: A Turning Point for Chinese Travel

China’s Golden Week begins on October 1 and marks an important milestone in the recovery of overseas tourism.

According to Dragon Trail Research, 40% of survey respondents planning to travel by the end of the year chose October, indicating strong demand for international vacations. ForwardKeys confirms this, reporting that airfare issued for international travel reached 85% of 2019 levels, up 32% from last year.

Unlike the early spike in 2023 due to the overlap with the Mid-Autumn Festival, this year’s travel patterns for Golden Week are more evenly spread throughout the week. These multiple peaks reflect increased confidence and a desire by travelers to explore new places at a more relaxed pace.

Chinese Travelers: Making Up for Lost Time

While Chinese outbound tourism has yet to fully recover to pre-pandemic levels, the upward trend is clear. By August 2024, 16% of Dragon Trail survey respondents had already traveled abroad, up significantly from just 4% at the same point last year. More impressively, 60% of these travelers had embarked on at least two outbound trips.

Safety concerns, a significant deterrent to post-pandemic travel, have also stabilized. Chinese tourists now feel safer visiting destinations in 10 of 11 global regions, with Europe and Southeast Asia the most popular choices.

While other parts of Asia remain the most popular destinations, Europe continues to attract long-haul travelers. Survey respondents reported plans to visit 28 European countries, from Scandinavia to the Balkans. The Middle East saw the biggest increase in interest.

Experiences beyond sightseeing

China’s tourism landscape has evolved. Today’s tourists are no longer satisfied with the standard sightseeing tour. According to Dragon Trail Research, 70% of respondents attended cultural or sports events during their travels.

Experiences range from museum visits and opera performances in Europe to fireworks festivals in Japan and Hong Kong. Niche travel segments, such as cruises and self-drive tours, are gaining popularity, indicating a more personalized, tailored approach to travel.

The recent Olympic Games in Paris also showed a shift in preferences as Chinese tourists began attending events around the world and experiencing unforgettable moments abroad.

These trends show that Chinese tourists now value unique attractions and experiences more than just choosing a destination.

Thrifty but ready for madness

Despite their enthusiasm for travel, Chinese tourists are strategic about their spending. Most plan to spend between RMB 10,000 ($1,424) and RMB 30,000 ($4,274) per trip, carefully allocating their budget by priorities. A significant portion of that amount is reserved for food and drink, with 76% of respondents saying they are willing to spend more on local culinary experiences.

Entertainment and cultural activities follow closely behind, with travellers eager to indulge in local events and experiences. Promotions and discounts remain attractive, particularly for those booking cruises or accommodation. This mix of budget-consciousness and willingness to splash out on key experiences defines today’s Chinese traveller.

Planning & Booking: Shorter Windows, Trusted Platforms

One key trend that has emerged in the wake of the pandemic is the short planning window. Some 64.7% of respondents plan their trips within two months of departure, with most trips lasting between four and seven days. This reflects a mix of spontaneity and cautious financial planning, as travelers balance flexibility with cost management.

When it comes to bookings, Chinese online travel companies like Ctrip and Qunar continue to dominate, as do social media platforms like Xiaohongshu and WeChat. These channels provide travelers with a combination of convenience and user-generated content, offering the reliability they seek when making travel decisions.