China’s tourism sector experienced a remarkable surge during the week-long National Day holiday in 2024, showcasing a clear shift in travel preferences towards cultural experiences and small-town escapes. As millions of Chinese citizens embraced the opportunity to explore their vast country, the holiday painted a vivid picture of a nation rediscovering its heritage and embracing new travel trends.
The sheer volume of travel was staggering. In the first three days alone, nearly 900 million people traveled across China, with the Ministry of Transport projecting a total of 1.94 billion cross-regional trips by the end of the holiday. This represented a 0.7% increase compared to the previous year, highlighting the sustained interest in domestic travel.
Cultural Tourism Takes Center Stage
Cultural tourism emerged as a dominant theme, with travelers seeking to immerse themselves in China’s rich history and traditions. Tianjin’s Ancient Culture Street, with its traditional Hanfu performances, captivated thousands of visitors, many of whom donned the elegant attire themselves. The street saw over 300,000 visitors in just two days, generating over 25 million yuan (approximately 3.56 million USD) in revenue.
The newly recognized UNESCO World Heritage Site, Beijing’s Central Axis, also drew significant tourist attention. Popular landmarks along the axis, including the Forbidden City and the Temple of Heaven, witnessed a 69% increase in bookings compared to the previous year. Themed merchandise, creative souvenirs, and unique cultural experiences further enhanced the appeal for visitors.
Museums also played a pivotal role in holiday plans. In Liaoning Province, the Liaoning Provincial Museum featured a rare Song Dynasty painting, attracting art enthusiasts from across the country. Visitors patiently queued for hours to witness this historic masterpiece, demonstrating the growing importance of museum visits as a key component of cultural exploration.
The rise of cultural tourism is reflected in the burgeoning number of heritage-rich scenic spots. These locations have increased from 2,230 in 2013 to nearly 4,000 by 2022. Around 80% of A-level tourist attractions now incorporate intangible cultural heritage experiences, offering visitors a deeper connection to China’s traditions.
Small-Town Charms and Revolutionary History
Another prominent trend was the popularity of small-town trips, particularly among younger travelers. Data from Ctrip, a leading online travel platform, revealed that nearly half of the holiday travelers heading to county destinations were in their 20s and 30s. These travelers, primarily from major urban centers like Beijing and Shanghai, sought peaceful escapes and authentic local experiences.
Revolutionary-themed tourism also experienced notable growth, with Ctrip reporting a 40% year-on-year increase in bookings for trips focused on historical and patriotic landmarks.
A Growing Tourism Landscape
As travel preferences continue to evolve, the tourism industry in China is rapidly adapting to meet the diverse interests of its visitors. With the growing demand for cultural, small-town, and immersive travel experiences, the market is poised for continued expansion, offering travelers an even wider range of enriching and memorable holiday options.
