China’s Mid-Autumn Festival, celebrated this year on September 29th, witnessed a remarkable surge in both domestic and international travel, signaling a robust recovery in the country’s tourism sector following the pandemic. The Ministry of Culture and Tourism announced that a total of 107 million domestic trips were taken during the holiday, exceeding pre-pandemic levels.
This year’s holiday saw a significant 6.3 percent increase in domestic trips compared to the same period in 2019, just before the global pandemic disrupted travel plans worldwide. This growth underscores the resilience of China’s domestic tourism sector and the eagerness of residents to explore local destinations as the country continues to rebound from the COVID-19 pandemic.
In addition to the surge in domestic travel, the National Immigration Administration reported a steady uptick in cross-border travel during the festival period. Approximately 5.26 million international trips were made, showcasing a growing confidence in outbound travel. On average, 1.75 million cross-border trips were recorded each day, representing an 18.6 percent year-on-year increase. This boost in cross-border travel signifies the gradual reopening of international borders and the return of global travel demand among Chinese citizens.
The travel preferences during the holiday revealed a strong preference for short, two-to-three-day self-driving getaways among domestic tourists. These trips offered flexibility and convenience, allowing travelers to explore nearby regions at their own pace. High-speed rail journeys to nearby destinations also emerged as a favored choice, offering a fast and efficient means of travel, especially for those looking to avoid the hassle of airports and long-haul trips.
The overall growth in both domestic and cross-border travel during this year’s Mid-Autumn Festival is a positive indicator of China’s ongoing recovery in the tourism sector. With more people opting for short-distance trips and efficient transport options, the tourism industry is set for continued progress, benefiting from the demand for leisure travel within and beyond China’s borders.
Online travel services provider Ctrip reported that many travelers embraced traditional cultural activities during this year’s Mid-Autumn Festival holiday. These activities included attending lantern fairs, enjoying fireworks displays, embarking on moonlit boat rides, and exploring traditional gardens while dressed in Hanfu, a traditional Chinese garment. The combination of cultural heritage and seasonal celebrations made these activities particularly appealing to tourists looking for an immersive holiday experience.
Across various regions, local governments and tourism operators successfully expanded their offerings to incorporate more than just traditional moon-gazing. By blending cultural festivities with experiential activities, these destinations attracted a diverse range of tourists. In Wuhan, a central Chinese city, a large-scale firework show, which had not been held for over a decade, made its return. This highly anticipated event contributed to a 20 percent spike in local tour bookings compared to the numbers seen during the three-day Dragon Boat Festival holiday earlier in the year.
Meanwhile, smaller towns and scenic spots known for their prime moon-watching locations drew the attention of younger travelers during the holiday. These visitors were particularly captivated by serene, picturesque destinations perfect for appreciating the beauty of the full moon. For instance, Mingyue Mountain, located in Yichun, Jiangxi Province, gained popularity for its unique moon-chasing zip line—the largest drop of its kind in Asia—and its breathtaking views of the highest mountain lake in the Jiangnan region. These features made it a hotspot for adventurous young travelers seeking to “chase the moon” during the festival.
The trend toward incorporating cultural elements into seasonal festivities highlights the growing demand for more diverse and immersive travel experiences in China. As regions continue to innovate and offer unique attractions that blend culture with adventure, the country’s tourism landscape is evolving, meeting the interests of both traditionalists and thrill-seekers alike.
