New consumption models are reshaping China's tourism market during the May Day holiday, with events such as concerts, music festivals and sports competitions playing an increasingly central role in driving travel demand and local spending.

Recent data point to a nationwide shift toward travel motivated by specific experiences. According to Meituan, one of China's leading on-demand service platforms, searches for music festivals have quadrupled since April, while experiential activities such as ethnic photography and hot air balloon rides have risen by 30% to over 70%. More than 1,400 performances were staged in Beijing during the May Day holiday, significantly boosting the city's cultural and tourism activity.

Sports events are also proving to be powerful drivers of tourism and consumption. Grassroots football leagues across China have drawn large crowds and stimulated local economies. Meituan data show that the Jiangsu Football City League has increased cultural and tourism bookings in host cities such as Taizhou and Changshu by around 20%, while the Fujian Football City League has lifted bookings in cities like Quanzhou by more than 10% year on year.

Travel demand is also increasing significantly. According to the Ministry of Transport, cross-regional trips during the May Day holiday are expected to reach 1.52 billion, up 4% year on year – a record high. Meanwhile, the Ministry of Culture and Tourism reported that China recorded 314 million domestic trips during the five-day May Day holiday in 2025, with total spending rising 8% to 180.27 billion yuan. For 2026, travel demand is expected to grow further, as the May Day holiday overlaps with newly introduced spring breaks in some regions, which allows for longer trips and greater spending.

As the holiday coincides with the spring season, the latest travel data suggest a clear shift in consumer behavior. Rather than simply visiting destinations, more travelers are choosing where to go based on the experiences on offer, which highlights the growing role of new consumption models in shaping both travel patterns and local economic growth. With the growth and revitalization of this tourism trend, the economy is showing strong momentum, as it continues to fuel local spending and inject new vitality into regional development.