China’s May Day Travel Boom Spending Soars Remote Regions Lure Tourists

Beijing – China’s travel industry continues its robust recovery, with the 2025 May Day holiday witnessing a significant increase in per capita spending and a surge in popularity for lesser-known destinations, according to a report released today by Fliggy, Alibaba’s travel platform. The 2025 May Day Holiday Travel Express Report, published on May 5th, reveals a trend of travelers embracing longer holidays and venturing beyond traditional tourist hotspots.

The report highlights a significant year-on-year increase in per capita travel spending compared to the 2024 May Day holiday. This suggests a growing willingness among Chinese consumers to spend more on travel experiences, potentially fueled by pent-up demand after years of pandemic-related restrictions. This phenomenon, sometimes referred to as revenge travel, is playing a key role in the sector’s resurgence.

Extended Holidays Fuel Niche Destination Boom

A notable trend observed by Fliggy is the increasing popularity of extended holidays, with travelers opting to piece together longer breaks by combining the official holiday with annual leave. This take 4 days off, get 11 days approach has fueled a surge in demand for long-distance travel and, consequently, the rise of niche destinations.

Destinations such as Beitun in Xinjiang, Qamdo in Tibet, Guoluo in Qinghai, Nujiang in Yunnan, and Tunchang in Hainan have experienced an average increase of over 100% in travel bookings compared to last year. These regions, often characterized by their unique natural landscapes and cultural experiences, are attracting travelers seeking authentic and off-the-beaten-path adventures.

Outbound Travel and Customized Experiences Gain Traction

The report also indicates a strong rebound in outbound travel, with per capita bookings significantly higher than the previous year’s May Day holiday. International cruises are particularly popular, with bookings up over 60% year-on-year. Japan, Hong Kong, Thailand, South Korea, Malaysia, Vietnam, Singapore, Indonesia, the United States, and France remain the most sought-after destinations for Chinese travelers venturing abroad.

Furthermore, customized travel experiences are gaining momentum, with bookings up over 80% compared to last year. Established tourist destinations with rich cultural and natural resources, such as Beijing, Tibet, Shaanxi, Xinjiang, and Sichuan, are particularly benefiting from this trend, with bookings for customized travel packages increasing by an average of over 300%. Small group tours of 5-10 people are especially popular, reflecting a desire for personalized and intimate travel experiences.

Self-Drive Adventures on the Rise

The popularity of self-drive travel continues to climb, with domestic car rental bookings on Fliggy increasing by 35% year-on-year. Cities like Pu’er in Yunnan, Jinhua in Zhejiang, Datong in Shanxi, Ili in Xinjiang, and Taizhou in Zhejiang have seen an average increase of 100% in car rental bookings.

Interestingly, the report notes a rise in popularity for short-distance trips to cities and rural areas within a 1-2 hour drive of major urban centers. This suggests that some consumers, opting for more spontaneous travel plans, are choosing to relax and unwind closer to home, taking advantage of the scenic routes and tranquil environments offered by nearby destinations.

Looking Ahead

The Fliggy report paints a positive picture of China’s tourism sector, highlighting the resilience and adaptability of both travelers and the industry. The trends observed during the 2025 May Day holiday – increased spending, a preference for niche destinations, the rise of customized travel, and the popularity of self-drive adventures – are likely to continue shaping the future of travel in China. As the industry continues to evolve, it will be crucial to monitor these trends and adapt to the changing needs and preferences of Chinese travelers.

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