Chinese Travellers Extend Golden Week Trips, Prioritise Value

Chinese Travellers Plan Extended Golden Week Holidays

Chinese travellers are planning extended holidays for the 2026 National Day Golden Week, which, when combined with the Mid-Autumn Festival, creates a 13-day break starting from 25 September. Data from Trip.com Group shows that more than half of outbound flight bookings for this period were for departures before 1 October, indicating a preference for longer trips.

The average duration of these bookings exceeded nine days. Furthermore, the travel technology company reported a 123% increase in hotel stays of at least seven nights compared to the 2025 Golden Week. Multi-destination itineraries also saw a substantial climb of 84% year-on-year, reflecting a desire to maximise the extended holiday period.

Long-Haul Outbound Bookings Surge

The 2026 Golden Week holiday also reveals a significant shift towards more distant international destinations. Shanghai-based Spring Tour noted that multi-country itineraries were particularly popular, with outbound travel sales growing at a faster pace than last year.

Long-haul packages to regions such as Spain and Portugal, the Balkans, Northern Europe, Greece, and New Zealand were fully booked by mid-August. Routes to Central Asia, the Caucasus, and Australia also sold out ahead of schedule.

A survey conducted by Dragon Trail International in August showed that 54% of respondents planned overseas trips during this holiday period, a notable increase from 35% in the previous year, underscoring the rising demand for international travel.

Economic Headwinds Dampen Per-Trip Spending

Despite the increase in travel volume and longer trips, consumer spending remains cautious. Analysts from Forthright Securities indicated that a prolonged slowdown in consumer spending, coupled with deflationary pressure and a multi-year property market downturn, means record travel numbers may not translate into proportionally higher profits for the tourism industry.

Reuters calculations, based on government data, revealed that average spending per trip during the 2025 Golden Week was 911.04 yuan (S$173.60), a three-year low. Ailsa Liao, a senior analyst at Forthright Securities, described this as a “K-shaped spending pattern,” where volumes are strong while spending per consumer is under pressure.

A Dragon Trail International survey found only 5% of respondents planned to stay in luxury hotels, with mid-range options being the most popular at 33%. To stimulate spending, the government launched a month-long “National Day Cultural and Tourism Consumption Month” campaign on 22 September, alongside a 16-day peak rail transport period with added services by China Railway.

Asian Operators Can Target Value-Focused Long Stays

The observed trend of Chinese travellers prioritising longer, more distant trips while remaining cost-conscious provides a clear direction for Asian tourism providers. Asian tourism providers can capitalise on this trend by developing multi-country, mid-range packages that offer extended stays, focusing on value-for-money itineraries rather than luxury.

Tailoring options for travellers combining cultural activities with longer trips, mirroring the Golden Week pattern, would appeal to this cost-sensitive market segment. This approach allows operators to meet the demand for immersive travel without requiring significant per-trip expenditure from consumers.