The 2024 Mid-Autumn Festival, celebrated from September 15th to 17th, saw a remarkable resurgence in China’s tourism sector. Domestic travel reached impressive heights, with a total of 107 million trips recorded, marking a 6.3% increase compared to 2019 levels. This robust growth was reflected in the total travel expenditure, which reached a staggering 51.047 billion yuan, an 8.0% rise over the same period.
According to data from Fliggy, a leading travel booking platform, reservations for this year’s Mid-Autumn Festival surpassed those of earlier holidays, including New Year’s Day and the Dragon Boat Festival. This surge in travel demand was evident in the 5% increase in per capita bookings for domestic trips. Furthermore, bookings for high-star hotels and unique homestays accounted for a significant 60% of total reservations.
The festival’s festive ambiance was enhanced by a rich tapestry of cultural activities, including vibrant lantern festivals, mesmerizing fire dragon dances, and traditional moon worship ceremonies. These cultural experiences attracted not only domestic tourists but also a growing number of foreign visitors, who flocked to museums and historic sites, eager to immerse themselves in Chinese heritage.
Short-distance travel emerged as a popular choice, with many opting for scenic self-driving adventures or high-speed rail journeys. Theme parks proved to be popular family destinations, further boosted by a variety of ticket discounts and cultural promotion initiatives. Nighttime tourism flourished, with captivating moon viewing events and enchanting lantern displays drawing crowds to city squares and gardens. Autumn-themed travel routes, showcasing diverse cultural experiences and regional cuisines, also gained traction.
The festival’s impact extended beyond domestic borders, with China’s National Immigration Administration reporting over 5.2 million border crossings during the holiday period, averaging 1.7 million per day, an 18.6% increase compared to the previous year. Popular destinations like Beijing, Guangzhou, Shenzhen, Chengdu, and Xi’an remained top choices for travelers, while lesser-known locations such as Jincheng, Jingdezhen, and Aba experienced a surge in popularity, attracting curious explorers seeking off-the-beaten-path experiences.
