As China approaches its annual National Day Golden Week—a seven-day holiday celebrated from October 1st—there’s a marked rise in outbound travel interest among Chinese travellers.
Based on data from April to June 2024, outbound accommodation searches for stays between September 27 and October 7 increased nearly fourfold compared to the same period in 2023. This article delves into the driving factors behind this outbound travel trend and highlights the destinations captivating Chinese travellers this year.
Explosive Growth in European Destinations
Europe remains a top destination for Chinese travellers during this year’s National Day Golden Week, with Italy, France, and Turkey emerging as popular spots. Italy has climbed to second place in searches for outbound travel accommodations, fueled by the appeal of its cultural offerings and picturesque landscapes. Cities like Rome, Florence, and Milan are drawing Chinese travellers for their rich art and cultural activities, which peak in October.
While traditional European hotspots like Italy and France continue to thrive, Chinese travellers are also exploring new, lesser-known European gems. Thanks to the country's visa-free policies and the promise of its celebrated wine culture, European countries such as Georgia have also entered the travel spotlight, experiencing a fivefold increase in Chinese tourists during Golden Week.
The Intersection of Sports and Travel: An Emerging Trend
Sporting events have become a major draw for Chinese travellers looking for immersive experiences during Golden Week. This year, cities hosting marathon events—such as Sydney, Melbourne, Mount Fuji, Kuala Lumpur, and Venice—have been top of mind for Chinese tourists. These locations offer unique opportunities to participate in or watch some of the most scenic marathons in the world.
China’s enthusiasm for tennis has also exploded, spurred by Zheng Qinwen’s victory at the Paris Olympics. Destinations like Chiang Mai, Thailand, are drawing young Chinese tennis enthusiasts, especially Gen Z, who are seeking affordable tennis lessons and excellent facilities.
Reconnecting with Nature: A Strong Travel Theme
Another key trend this Golden Week is the growing desire to reconnect with nature. Many Chinese travellers are looking to escape the hustle and bustle of city life and immerse themselves in natural beauty. One of the most sought-after experiences is witnessing the animal migration in Kenya. Kenya has seen a staggering 15-fold increase in searches for outbound accommodations.
The Allure of K-Pop and Pop Culture Tourism
It’s not just nature and sports that are capturing the imaginations of Chinese travellers. Pop culture tourism is also seeing a boost, particularly among Gen Z tourists, who are increasingly drawn to K-pop concerts and film festivals. In Seoul, a series of concerts featuring popular K-pop bands are taking place starting in late September, with fans flocking to the city to catch their favourite acts live. Seoul’s surge in popularity has catapulted it to second place among the most-searched cities for Golden Week travel.
Similarly, the Busan International Film Festival, held during Golden Week, has attracted significant interest from younger Chinese travellers. As the second most-searched destination in Korea, Busan is seeing an influx of tourists who want to explore its vibrant cultural scene while attending the festival. Korea’s influence in popular culture is so widespread that other major cities in the Asia-Pacific region, including Bangkok, Jakarta, Melbourne, and Sydney, are also benefiting from this pop culture travel wave.
Group Travel Trends
Finally, group travel continues to be a key trend for Chinese outbound tourism during Golden Week. According to Airbnb China, more travellers are choosing to embark on group vacations, particularly with close friends. This has led to a significant increase in demand for accommodations that cater to multiple guests, such as large vacation homes with shared living spaces. Group travel offers the perfect opportunity for travellers to connect, share experiences, and create lasting memories.
China’s National Day Golden Week in 2024 is shaping up to be a record-breaking period for outbound tourism, whether it’s witnessing the Northern Lights, running a marathon in Japan, or attending a K-pop concert in Seoul, Chinese tourists are showing an unprecedented passion for unique, in-depth travel experiences during this year’s Golden Week.
Connect with us to Capture Golden Week Travellers! With outbound travel interest surging for Europe, Africa, and beyond, Chinese tourists are seeking unique and immersive experiences during this National Day Golden Week.
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