Chinese Golden Week Fuels Asia Travel Surge, Thailand Prepares

Extended Holiday Drives Early Bookings

Chinese holidaymakers are preparing for an extended break combining the National Day holiday from October 1 to 7 and the Mid-Autumn Festival holiday from September 25 to 27, creating a 10-day travel period. Many are further extending this to 13 days by taking additional leave.

According to a report released by Chinese online travel platform Trip.com on September 21, more than half of outbound flight bookings made by Chinese travellers are for departures before the Golden Week officially begins on October 1.

Noor Ahmad Hamid, CEO of the Pacific Asia Travel Association, stated that this longer Golden Week is particularly significant for Asian destinations, as it drives more short-haul and multi-destination travel within the region.

Asian Destinations Launch Targeted Campaigns

In anticipation of the influx of Chinese visitors, several Asian destinations have initiated specific campaigns. Thailand, for example, unveiled its "Nihao Month 2026" campaign on September 14, aiming to strengthen its connection with the Chinese market.

Concurrently, South Korea is hosting "Seoul Welcome Week: Autumn Edition" through October 11, designed to greet international tourists, including those from China. Tourism businesses in popular destinations such as the Maldives and Bali have also launched focused promotional efforts for the Golden Week period.

Seoul Leads as Top Destination

The September 21 report from Trip.com identified Seoul as the leading holiday destination for Golden Week flight bookings, followed by Tokyo and Bangkok. Beyond traditional popular destinations in East and Southeast Asia, the report also showed increased interest in long-haul destinations, including Australia and New Zealand.

An Yong-ju, a former professor of global leisure and tourism at South Korea's Sun Moon University, observed that improved bilateral relations have acted as a catalyst for the rising tourism demand in certain markets.

Industry Outlook Amid Global Challenges

Gary Bowerman, managing director of the industry newsletter Asia Travel Re:Set, informed China Daily that the potential surge in outbound tourism during this extended holiday is especially important for Asian destinations this year. This comes as the tourism industry has faced challenges due to the Middle East conflict and rising oil prices.

The anticipated boost from Chinese travellers offers a crucial uplift for regional economies and travel operators, with Asian carriers and hotels expecting increased demand and revenue from this key market.