How Chinese Tourists Are Traveling Differently This Labor Day Break

China is bracing for a major outbound travel surge during this year’s Labor Day Golden Week. An average of 2.15 million cross-border passenger trips are expected per day, according to the National Immigration Administration (NIA). 

The five-day holiday begins May 1, with peak volumes anticipated on the first and last days, the NIA said on Monday.

Data from Fliggy and Trip.com Group revealed that Chinese travelers are not only spending more this year — they’re also traveling smarter, longer, and deeper. 

Fliggy reported a notable uptick in per capita travel spending, driven by flexible, immersive itineraries. Increasing numbers of travelers are taking on extra vacation days before or after the official May 1–5 period to maximize their experience.

“An increasing number of travelers are opting to take an extra four days off before or after the holiday period,” Fliggy said. 

Rise of Cultural, Custom Itineraries

The flavor of outbound travel is changing fast. “Customized and niche experiences are gaining traction,” Fliggy noted, citing triple-digit growth in attraction ticket bookings and a 12% rise in outbound spend per traveler.

ACG (Animation, Comics, Games)-themed hotels in Japan, museum hopping in France, fishing and snorkeling in Malaysia, and trekking in Nepal are among the top specialized offerings gaining popularity.

Increasingly, culture is a central driver for travel decisions. According to Trip.com Group, Chinese travelers are integrating events and festivals into their itineraries, from the Hiphopplaya Festival in South Korea to domestic draws like the Beijing Strawberry Festival.

The Popular Destinations

Popular destinations remain consistent — Japan, Hong Kong, South Korea, Malaysia, and Singapore continue to dominate. But curiosity is pulling travelers further afield. 

Fliggy reported a doubling of booking volumes to Iceland, Morocco, Norway, and Georgia year-over-year, signaling a growing appetite for unconventional adventures and cultural curiosity.

Trip.com Group too noted that emerging destinations such as Qatar, Austria, Kazakhstan, Nepal, and Norway are also gaining traction, reflecting a diversification in outbound travel preferences. 

China’s largest OTA highlighted a double-digit increase in outbound travel, with multi-city itineraries rising in popularity. This is especially true in Japan where travelers are blending Tokyo and Osaka for richer urban experiences.

Meanwhile, villa stays in beach destinations such as Bali are enjoying strong demand among Chinese, Japanese, and South Korean tourists seeking privacy and sea views.

“The Labour Day Golden Week is shaping up to be a vibrant period for travel, with Chinese travelers showing enthusiasm for both traditional and emerging destinations, and a marked preference for deeper, culturally rich, and high-quality travel experiences,” Trip.com Group told Skift. 

According to China Trading Desk, Japan remains the biggest winner, with outbound passenger volumes up 61% compared to 2024. The other big gains were from Malaysia, Vietnam and South Korea. 

The Not-So Popular Ones

Still, not every destination is riding the Golden Week wave.

Thailand, long a top draw for Chinese tourists, has seen bookings fall 13% from last year, a decline attributed to safety concerns amplified by social media, according to data from China Trading Desk.

“Despite official clarifications, the lingering psychological effects have eroded trust among Chinese travellers. Restoration of trust will likely require sustained efforts in policy enforcement, public relations, and safety assurance,” said Subramania Bhatt, CEO and founder of China Trading Desk.

Bookings to the UK and UAE have also experienced a decline. While no major event is responsible for disrupting Middle East travel, Bhatt pointed out that destinations like Japan and South Korea are winning over Chinese tourists with easier visas, lower costs, and stronger cultural ties. 

Even with direct flights from 15 Chinese cities to Dubai, long flight times and high fares make the UAE less appealing, especially compared to shorter, cheaper trips. 

Bhatt adds, “Plus, the UAE’s focus on luxury over cultural depth contrasts with Chinese travellers’ growing preference for destinations that blend natural beauty with cultural depth. 

Similarly, the UK has struggled to lure Chinese travelers for short holidays, hindered by visa hurdles, long flight times, and lingering safety concerns. “Short-haul destinations that offer immersive experiences in fewer days are winning out over long-haul options like the UK,” he said.

Inbound travel to China is also seeing a resurgence. Trip.com Group reports a 173% year-on-year increase, with top international source markets including South Korea, Japan, Singapore, and the U.S. 

The top destinations for inbound travelers are Shanghai, Beijing, and Guangzhou.