The upcoming five-day May Day holiday from May 1 to May 5 is expected to bring a significant boom in tourism across China, with the country experiencing a surge in both domestic and outbound travel.
According to data from the tourism platform Tongcheng Travel, the May Day holiday in 2025 is predicted to see the highest travel volume since 2023. The holiday’s popularity is boosted by many travelers combining paid leave with the break, allowing for extended trips. Booking data from Tuniu shows that 62% of travelers have opted for three-to-five-day vacations, while nearly 10% are planning trips lasting six days or more.
This trend highlights a growing desire for longer, more immersive travel experiences, especially in popular destinations in northwest China.
Yang Jiming, deputy manager of Gansu Silk Road International Tours, said, “Packages like the weeklong Silk Road Route and the Gansu-Qinghai Loop sold out two weeks in advance.” These tours take visitors to UNESCO World Heritage sites such as the Mogao Grottoes, with its ancient Buddhist murals, the striking red danxia landforms, and desert experiences like camel riding and camping at Crescent Lake.
In response to the increase in visitors, several tourist attractions have extended their hours and added new programs. For example, the Mingsha Mountain-Crescent Lake Scenic Area in Dunhuang has introduced desert stargazing concerts and cultural bazaars offering local performances, handicrafts, and regional cuisines.
Yang also noted the rise of less-visited cities in Gansu, such as Longnan, Tianshui, and Dingxi, benefiting from the popularity of these key tourism routes. In Longnan, visitors like Zhang Xin and her family from Shaanxi Province explored a local intangible cultural heritage experience center near the famous Wanxiang Cave. Once a standalone attraction, the cave now forms part of a broader experience, including hikes through ethnic villages, stargazing at campsites, and shopping at artisan markets.
Zhang remarked, “Before, we just visited the cave and left. Now we explore ethnic villages, camp under the stars, and enjoy shopping. The trip feels more immersive and rewarding.”
This shift from quick visits to more in-depth cultural experiences demonstrates how smaller cities are using improved tourism offerings to attract visitors away from crowded hotspots.
Tongcheng Travel’s data also shows a rise in interest for emerging destinations. Places like Xinzhou in Shanxi Province and Pu’er in Yunnan Province have seen a 50% increase in search volume, reflecting a tourism market where both established and emerging destinations are thriving.
Beyond domestic tourism, China’s travel boom is fueling the global tourism market. The travel booking platform Fliggy reports significant growth in outbound tourism during the May Day holiday. Key metrics, including international flight bookings, hotel reservations, and ticket sales, have all seen substantial year-on-year increases.
The report also highlights a shift in Chinese travelers’ preferences. Many are now looking for specialized experiences, such as cultural tours of French museums, marine activities like fishing and snorkeling in Malaysia, and adventure tourism such as mountain climbing and hiking in Nepal.
The National Immigration Administration of China has estimated that there will be an average of 2.15 million border crossings per day during the five-day holiday, representing a 27% increase from last year.
In addition, China has introduced new policies to enhance the travel experience for foreign visitors. These include visa-free entry for certain nationalities and improved payment systems. A change in departure tax refund procedures, allowing foreign visitors to claim VAT rebates upon purchase rather than departure, has also been implemented.
“These policies have led to a steady increase in long-haul international travelers to China. Our tour agency plans to expand collaborations with high-standard hotels and restaurants and increase our language services in English, French, and Spanish,” Yang added.
Overall, China’s May Day holiday is proving to be a major catalyst for both domestic and international tourism, with a noticeable shift toward longer, more immersive travel experiences.
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