China's inbound tourism outpaces outbound travel during National Day holiday

The growth rate of inbound tourism has outstripped outbound travel during China's National Day holiday this year, thanks to China's 144-hour visa-free policy and a series of initiatives designed to facilitate foreign visitors' consumption and accommodation.

According to data from Ctrip.com, inbound tourism orders during the holiday rose by an impressive 60 percent year-on-year. The top 10 outbound destinations for Chinese travelers are Japan, Thailand, South Korea, Malaysia, Vietnam, Australia, the UK, Singapore, the Philippines and the U.S. Apart from Vietnam. The destinations are also among the top sources of inbound tourists to China.

This year, Thailand and Singapore, countries that enjoy mutual visa exemptions with China, ranked third and fifth in terms of inbound tourism.

Many traditional tourist cities are enhancing their appeal by adding new international flight routes, attracting a significant number of foreign visitors. For instance, Zhangjiajie's inbound tourist source countries have expanded from 133 in 2019 to an impressive 171 now.

Looking at the cities with the highest outbound flight bookings, Hong Kong, Bangkok (Thailand), Kuala Lumpur (Malaysia), Seoul (South Korea), and Osaka (Japan) lead the pack.

With the recovery of international flights, ticket prices have become more competitive, broadening the options available for outbound travelers. Data from Qunar.com shows that Chinese tourists' flight and hotel bookings now span 1,597 cities across 144 countries, and more than half of the newly popular destinations for the National Day holiday are located in Africa. On the Tongcheng Travel platform, interest in flights to destinations such as Egypt, Turkey, Hungary and Kenya surged more than threefold compared to last year.

Chinese people go on cultural tours

Within China, several cities have emerged as top choices for domestic travelers. Cities with rich cultural heritage and historical landmarks like Beijing, the capital of China; Hangzhou, the capital of Zhejiang Province; Xi'an, the capital of Shaanxi Province; Nanjing, the capital of Jiangsu Province; and Taiyuan, the capital of Shanxi Province are especially favored. Iconic attractions such as the Forbidden City in Beijing, the Terracotta Army in Xi'an, the Sun Yat-sen Mausoleum in Nanjing, and the West Lake in Hangzhou continue to captivate visitors from across the country.

The success of the game "Black Myth: Wukong" has also sparked a new wave of interest in traveling to north China's Shanxi Province. Set against the backdrop of ancient Chinese mythology, the game has gained widespread acclaim for its high-quality production and captivating storyline, igniting curiosity about its filming locations. According to data from Tongcheng Travel, bookings for Taiyuan during the holiday increased by 47 percent year-on-year, placing it among the top 10 popular destinations of the period.

In addition to traditional hot spots, travelers are discovering an increasing number of emerging destinations. Influenced by the popular TV series "To the Wonder," Altay, a county-level city in northwest China's Xinjiang Uygur Autonomous Region, has become a sought-after travel spot. Yunnan Province's Diqing and Yuxi cities and Sichuan Provinces' Aba and Gansu's Jiuquan have also experienced significant growth in tourism interest.

Notably, this year's National Day holiday reflects some new trends. 

The age demographic of travelers has shifted; those aged 17 to 30 have emerged as the primary group, while the proportion of travelers aged 50 and above has decreased. The younger generation is placing greater emphasis on enriching experiences and is more inclined to travel to broaden their horizons and engage with diverse cultures. 

Additionally, traveling with friends has become increasingly common, particularly among those aged 17 to 25.

Moreover, data from China Mobile reveals that while the tourism market in first- and second-tier cities remains vibrant, leisure tourism in county-level cities is also on the rise. 

Popular county-level destinations include Kunshan in Jiangsu Province, Yiwu, Anji and Tongxiang in Zhejiang Province, Dali in Yunnan, and Dujiangyan in Sichuan. Fifty-five percent of the tourists visiting these countries are from first- and second-tier cities, with over half of them aged 40 and above.

(Cover image: Foreign tourists visit a monastery in Shigatse City, southwest China's Xizang Autonomous Region, October 1, 2024. /CFP )