China's May Day holiday drives surge in travel, fueled by longer breaks and diverse experiences

Editor's note: The article was written by Liu Xiangyan, an associate researcher and head of the Institute of International Studies at China Tourism Academy. It reflects the author's opinions and not necessarily the views of CGTN.

This year's International Workers' Day, also known as Labor Day or May Day, marks the first such holiday with the addition of another official public holiday in China. With one additional adjusted day off and the weekend, the holiday spans five days.

Coupled with pleasant weather and the beauty of spring, Chinese residents showed a strong desire to travel.

The Ministry of Transport estimated that 340.95 million domestic trips were made across the country on the first day of the May Day holiday, 

Of these, 22.5 million were by train (up 8.7 percent year on year), 314.76 million by road (up 7.8 percent year on year), 1.35 million by water (a 53.5 percent increase year on year) and 2.34 million by air (up 9.1 percent year on year). 

The domestic tourist trips during the five-day holiday reached 314 million, according to data released by the Ministry of Culture and Tourism.

Major destinations such as Beijing, Shanghai, Guangzhou and Shenzhen, along with other popular cities like Chengdu, Chongqing, Hangzhou and Kunming, continued to draw large numbers of visitors, maintaining strong popularity. 

Tickets to top attractions were in high demand and often difficult to secure. 

Meanwhile, with congestion at traditional tourist hotspots, an increasing number of travelers are embracing "alternative tourism" –  seeking unique, cost-effective destinations, which has accelerated the rise of previously overlooked locations. 

According to data from travel platform Qunar, hotel bookings during the May Day holiday extended to 1,229 county-level cities nationwide. Higher-star hotels in these counties offer better value for money, with bookings rising by more than 30 percent year on year.

Notably, artificial intelligence (AI) tools are increasingly shaping destination selection and travel planning. 

For travelers with limited time or budget for international trips, AI offers alternative options. 

For example, AI travel tools suggest Qinghai's Genaier Lake as a budget-friendly alternative to the Maldives, Kanas in Xinjiang Uygur Autonomous Region as a substitute for Switzerland's Jungfrau and Weizhou Island in Guangxi Zhuang Autonomous Region as a domestic version of Tahiti.

Generally speaking, longer distances and "in-depth" travel have become new drivers of the tourism market. 

This year's May Day holiday could be extended to 11 days with an additional four days of leave, further fueling demand for long-haul trips. 

Trip.com data shows that the average travel distance during the May Day holiday was significantly longer than during the Qingming Festival in early April, with over 80 percent of the accommodation bookings involving intercity travel. 

Data from Tuniu, one of China's major online travel platforms for package tours, shows that long-distance domestic trips accounted for 46 percent of the total bookings.

Outbound tourism, a key segment of long-haul travel, is experiencing a strong resurgence, with Chinese travelers increasingly exploring a broader range of international destinations. 

According to Qunar, the number of international flight destinations has risen by 177 compared to last year's May Day holiday, with Chinese travelers now reaching 1,303 cities worldwide.

Inbound tourism continued its upward trend during the May Day holiday. 

Recently introduced policies, such as the "instant tax refund" for overseas travelers making purchases in China have further stimulated inbound tourism.

Combined with the popularity of China-related short videos on overseas social media platforms, the flow of inbound tourists continues to rise, sparking a new wave of enthusiasm for "traveling in China" and "shopping in China." 

Trip.com data shows that inbound travel bookings during the May Day holiday surged by 130 percent year on year.

From the supply-side perspective, destinations are prioritizing innovation in cultural and tourism offerings, enhancing resource allocation and introducing diverse, locally tailored travel experiences. 

For example, at Tianmen Mountain in Zhangjiajie, Hunan Province, a series of folk performances have brought intangible heritage to life. 

A variety of consumer-friendly initiatives have also been rolled out, enriching the holiday travel experience for the public. 

It is worth noting that many cities have implemented people-centered measures, such as multi-day admission with a single ticket, issuing cultural tourism vouchers, and opening government canteens and parking facilities to the public – all aimed at improving experiences and stimulating spending.