With the highly anticipated Golden Week holiday approaching in October, millions of Chinese travelers are gearing up for their final major travel period of 2024. Trip.com Group, a leading travel platform, has unveiled fascinating insights into the trends shaping this year’s travel landscape. The data reveals a surge in hotel reservations, with peak arrivals expected on October 1st, the official start of the holiday.
As workers take advantage of the 10-day break, utilizing just two personal days, average stay durations are stretching beyond seven days. This trend has led to a marked year-on-year growth in total accommodation bookings.
Mid-Tier Accommodations Gain Popularity
While travel costs become more manageable, popular outbound destinations like Japan, Thailand, South Korea, Malaysia, Vietnam, Singapore, the Philippines, Australia, the UK, and the USA have witnessed a significant reduction in average airfare prices. This affordability has encouraged many travelers to opt for high-quality, mid-tier accommodations. However, a notable exception exists in Europe, where 5-star hotel bookings have seen a surge exceeding the Asia-Pacific region by nearly threefold.
Long-Haul Travel Gains Momentum Amid Increased Visa Demand
This year has witnessed a shift towards long-haul travel, with destinations like Australia, the USA, New Zealand, the UK, France, and Spain rising to the top of Chinese travelers’ preferences. Long-haul flight bookings have experienced a notable increase compared to pre-pandemic levels in 2019. European destinations, particularly the UK, Spain, Germany, and Italy, have also seen extended stays, often exceeding 10 to 14 days. The desire to make the most of these long journeys is evident in the growing popularity of multi-destination itineraries, with 30% of travelers in Europe opting for such experiences. In contrast, nearly 80% of Chinese travelers in the Asia-Pacific region stick to single-destination trips.
Moreover, the growing demand for long-haul travel has resulted in travelers planning their trips further in advance. Visa applications are now being submitted an average of 68 days before departure – a 29-day increase compared to last year. The most popular countries for National Day visa applications include Japan, South Korea, Australia, the USA, Vietnam, New Zealand, the UK, France, and Spain.
Off-the-Beaten-Path Destinations Gain Popularity in Europe and Asia
Driven by concerns over overtourism, Chinese travelers are seeking out lesser-known destinations during this year’s Golden Week, particularly in the Asia-Pacific and Europe. In Japan, cities like Yokohama, Takayama, and Ito, located outside the usual Tokyo-Osaka-Kyoto circuit, have experienced triple-digit booking growth. Nature and wellness tourism are also gaining traction, with Vietnam’s Phu Quoc Islands and Japan’s hot spring town of Higashiizu emerging as popular choices for scenic escapes.
In Europe, cultural hotspots like Granada and Seville have witnessed remarkable booking surges of 260% and 144%, respectively. This trend indicates a growing desire among travelers to immerse themselves in deeper cultural experiences beyond major capitals.
Live Entertainment Boosts Tourism Surge
Live events and concerts are playing a significant role in driving tourism this season, especially in the Asia-Pacific region. Over 75% of tourists visiting the region during the October holiday are millennials, many of whom are drawn to major concerts and performances. K-pop artists like Taemin and Taeyang will headline in Hong Kong, while international acts such as John Legend and Ne-Yo are expected to attract large crowds. Bangkok will host a performance by girl group Aespa, and South Korea’s Busan Festival Shiwol, with its blend of entertainment, culture, and business, is anticipated to draw 450,000 attendees.
Singapore has seen a notable rise in hotel interest near concert venues, with a 214% increase in views for properties within 3 km of event locations like Singapore Indoor Stadium, Gateway Theatre, and Capitol Theatre.
Inbound Tourism Surges, Cross-Border Travel Booms
The uptick in inbound tourism has been equally promising, with bookings on the rise. Interestingly, nine of the top outbound destinations are also among the leading inbound source markets, showcasing the symbiotic relationship between outbound and inbound tourism for China. Thailand and Singapore, both offering mutual visa exemptions with China, ranked third and fifth respectively in inbound tourist numbers this year.
To align with Golden Week, Trip.com has introduced two new tour routes as part of its Shanghai Express free layover tours initiative. This limited-time offer, running from September 23 to October 6, includes the “Art & Culture Immersion Tour,” showcasing Shanghai’s cultural landmarks like the Shanghai World Expo Museum and the China Art Museum’s Dunhuang exhibition. The “Local Lifestyle City Walk Tour” has also been enhanced with stops at Wukang Road and Wuzhong Market. To date, the initiative has served over 3,000 tourists since its launch earlier this year.
