For the upcoming Golden Week holiday in October, Trip.com Group’s latest data has revealed notable travel flows for China travellers since the last major travel period of 2024, with more Chinese tourists keen to explore lesser-known destinations.
Trip.com Group is witnessing hotel bookings peak in arrivals on October 1 – the day the holiday commences – with an average length of stays over seven days, as workers can enjoy a 10-day break by taking just two days off. Total booking growth for stays has also grown year-on-year.
Travel costs to the top outbound destinations (Japan, Thailand, South Korea, Malaysia, Vietnam, Singapore, the Philippines, Australia, the UK, and the USA) have all seen a significant drop in average air ticket prices.
For accommodation, more travellers are seeking high-quality, mid-tier lodging types; in Europe, however, year-on-year growth of five-star hotel bookings was almost three times higher than in Asia-Pacific.
Longhaul destinations on the rise
A significant shift towards longhaul destinations can be seen this year, with Australia, the US, New Zealand, the UK, France, and Spain topping the list of most sought-after longhaul destinations by Chinese travellers.
Longhaul flights have also seen an increase compared to pre-pandemic levels in 2019.
European destinations like the UK, Spain, Germany, and Italy are seeing significantly longer stays, surpassing 10 to 14 days. In Europe, more than 30% choose multi-destination itineraries, reflecting a growing trend to maximise longhaul travel. Meanwhile, in Asia-Pacific, nearly 80% of Chinese travellers opt for single-destination trips.
Additionally, travellers plan further in advance, with visa applications submitted an average of 68 days before the holiday – 29 days earlier than last year. The top countries for National Day visa applications include Japan, South Korea, Australia, the US, Vietnam, New Zealand, the UK, France, and Spain.
The growth rate of inbound tourism has also been encouraging, with an increase in bookings. Nine out of 10 of the top outbound destinations were also the top inbound source markets, highlighting the two-way nature between outbound and inbound tourism for China.
Lesser-known destinations spark travel flows in Europe and Asia
With overtourism as one of the challenges for key destinations around the world, Chinese travellers have increasingly been drawn to quieter, off-the-beaten-path locations this Golden Week, particularly in the Asia-Pacific and Europe regions.
Japanese cities off the main circuit of Tokyo-Osaka-Kyoto, like Yokohama, Takayama and Ito, showed three-digit booking growth, underscoring this trend. Additionally, nature and wellness tourism saw a rise, with Phu Quoc Islands in Vietnam and the hot spring town of Higashiizu in Japan becoming popular for their scenic landscapes and wellness experiences.
European destinations such as Granada and Seville also captured significant attention, with a 260% and 144% rise in bookings, respectively, reflecting a desire for greater cultural and historical immersion beyond key capitals.
Concerts and live entertainment fuel tourism charge
Live entertainment is playing a pivotal role in travel trends this season, with key concerts and events in the Asia-Pacific region happening during the October holiday. Moreover, over 75% of tourists visiting the this region are millennials, who have shown strong interest in events and concerts.
Around the holiday period, popular K-pop artists such as Taemin and Taeyang will captivate audiences in Hong Kong, alongside international acts such as John Legend and Ne-Yo. In Bangkok, girl group Aespa is a draw, while in South Korea, Busan’s Festival Shiwol blends entertainment, culture, and business in a massive event expected to draw 450,000 visitors.
In Singapore, hotels within three kilometres of concert venues have experienced a 214% increase in unique views compared to those farther away, as tourists seek proximity to venues such as Singapore Indoor Stadium, Gateway Theatre, and Capitol Theatre, where major concerts are scheduled.
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