China’s May Day Holiday Sparks Travel and Spending Surge
China’s consumer market roared to life during the May Day holiday, as millions of travelers hit the roads and skies, fueling a surge in tourism and boosting sales across retail and dining sectors. The holiday highlighted the country’s economic vitality and underscored the vast potential of its consumer market, experts say.
Tourism Boom Sweeps the Nation
During the May 1–5 holiday, nearly 1.5 billion cross-regional trips were made across the country, according to the Ministry of Transport. Domestic trips reached 314 million, marking a 6.4% increase from the previous year. Travel-related spending soared by 8% to 180.27 billion yuan (approximately $25.03 billion).
Online travel agency Qunar.com reported a significant rise in first-time flight bookings, which jumped over 30% year-on-year. Notably, passenger volume among the 60-80 age group saw a remarkable 40% increase compared to the same period last year.
Long-distance and in-depth travel gained popularity, with accommodation bookings more than doubling in destinations like Beitun City in the Xinjiang Uygur Autonomous Region and Qamdo City in the Xizang Autonomous Region, according to travel platform Fliggy. Activities such as rainforest hiking, desert camel riding, and stargazing camping became top choices among holidaymakers.
China’s appeal as a travel destination continues to grow, bolstered by preferential policies like tax refunds for overseas visitors and expanded visa-free entry. Online travel giant Trip.com reported that inbound tourism orders during the holiday surged by 130% year-on-year, driven by cultural experiences and diverse travel options that attracted international visitors.
“The holiday travel data reflects a shift in China’s tourism consumption from sheer volume to a focus on quality-driven growth,” said Fang Zeqian, an industry analyst with Trip.com. The rise of emerging trends such as “reverse tourism”—where travelers opt for smaller cities and rural destinations—has eased pressure on traditional hotspots and reflects a growing appetite for unique experiences, Fang noted.
Retail and Dining Sales Soar
The consumption spree wasn’t limited to travel. Sales at key retail and catering enterprises nationwide rose by 6.3% year-on-year during the holiday, according to data from the Ministry of Commerce. Dine-in orders for local specialty dishes saw a 105% increase, driven by tourists eager to sample regional cuisines. Hotels reported full occupancy, with online platform Meituan achieving record-high hotel booking volumes, contributing to a 14.9% rise in hotel accommodation consumption.
“We offered exclusive discounts combined with national subsidies,” said the manager of JD MALL’s Nanjing Daming Road store. On the first day of the holiday, the store attracted over 30,000 customers.
Local governments across China launched initiatives to stimulate consumption. Beijing hosted over 100 themed activities under the “Jingcai Siji” (Brilliant Seasons) campaign, while Changsha allocated 10 million yuan in car purchase subsidies for consumers. In Wuhan, the 2025 Crayfish Consumption Season was launched, promoting spending through partnerships between renowned restaurants and e-commerce platforms.
“We will organize more trade-in programs during key holidays to spur consumption,” said an official from the Ministry of Commerce. “With the continued implementation of consumption-boosting policies, the market is expected to maintain stable growth, providing strong support for economic recovery.”
