A Nation in Motion, but Moving Differently: What China’s May Day Travel Boom Reveals

Over the five-day May Day holiday, China hit the road—and the skies, rails, and highways—with a renewed sense of purpose. But unlike the frenzied “revenge travel” of 2023, this year’s tourism boom felt markedly different: more curated, more introspective, and more emotionally attuned. A generation once obsessed with speed is now asking: where do I feel most alive, and why?

Instead of indiscriminate splurging, travelers across the country revealed a new kind of intention—fewer selfies at landmarks, more quiet meals in county towns; less ticking off itineraries, more carving out meaning. The nation may be on the move, but it’s no longer just chasing distance. It’s seeking depth.

According to the Ministry of Transport, China recorded 1.467 billion cross-regional trips over the May Day period. On May 1 alone, railways moved a record-breaking 23.12 million passengers. Travel platform Fliggy saw a 30 percent year-on-year increase in flight bookings in the run-up to the holiday. And yet, beneath these towering figures lies a quieter truth: leisure in China is being redefined—not by the volume of movement, but by the feeling it leaves behind.

“Holiday Hacking” and the Rise of Intentional Long-Haul Travel

The momentum began weeks earlier during Qingming Festival, with viral “holiday hacks” circulating online. Among the most popular: “Take four days off, get 11 days off.” The idea was simple but powerful—optimize national holidays to build longer, more immersive breaks. The result? A surge in extended domestic journeys that favored emotional payoff over adrenaline.

Ctrip’s 2025 May Day Travel Forecast Report noted that over 80 percent of hotel bookings were for intercity stays, while 20 percent of travelers opted for itineraries lasting two nights or more. This shift toward “slow travel” is not just a lifestyle choice—it reflects a broader cultural pivot toward wellness, authenticity, and local immersion.

Major theme parks like Shanghai Disneyland and Universal Beijing Resort maintained their appeal, but emerging destinations told the real story. Long-haul, second- or third-tier cities such as Beitun in Xinjiang, Chamdo in Tibet, and Nujiang in Yunnan saw year-on-year bookings more than double. Small-group customized tours—typically five to ten people—were favored by Gen Z travelers, who increasingly reject the checklist-style tourism of older generations in favor of freedom and personal resonance.

Meanwhile, county-level tourism exploded. Qunar reported that 1,229 counties received hotel bookings during the holiday, with cities like Tongling (Anhui), Yichun (Jiangxi), and Xuancheng (Anhui) seeing bookings grow severalfold. These are not destinations that make headlines—but that’s exactly the point.

The emerging trend of “reverse tourism” draws travelers away from crowded landmarks and toward the stillness of small-town life. According to a joint report by DT Caijing and Yicai, 54 percent of respondents patched together longer, more flexible holiday arrangements, while 40 percent actively sought to avoid crowds. For many young Chinese, travel has become less about escape and more about emotional realignment.

One notable example came from Jiangkou, Guizhou, where a “Matcha Elegance Gathering” drew tens of thousands. Framed as both a tea ceremony and a cultural happening, the event demonstrated how local governments can leverage holidays to transform tourism into an immersive, narrative-driven experience.

A Generational Shift in Travel’s Emotional Grammar

If anything defines the evolution of China’s travel culture, it’s the generational divergence in how people experience place. The traditional group tour—rigid, hurried, impersonal—is losing ground. In its place: “travel buddies,” “local guides,” and “destination photoshoots.” Experience is no longer measured in sights seen but in feelings captured.

Stefanie Sun’s two sold-out concerts in Shanghai ahead of May Day provide a case in point. Over 1.25 million fans marked “interested” before sales opened, a record for a female artist in mainland China. With 80,000 tickets gone in minutes, ripple effects spread to flights, trains, and hotels. In total, more than 60 major concerts were staged across the country over the holiday, sparking a new wave of “concert tourism” driven by emotional consumption.

At the same time, social media teemed with posts comparing high-speed rail meals and ranking airline food. The infrastructure of travel—once just the means to a destination—has become part of the entertainment itself. Tongcheng reported that bookings for four-star hotels rose 54 percent, outpacing five-star hotels’ 28 percent rise. Brands like All Seasons, known for thoughtful amenities and cozy design, have emerged as favorites for travelers seeking balance between comfort and budget.

Airlines, too, are responding. Some now offer premium, bookable meals in economy class, a nod to the increasingly nuanced expectations of Chinese passengers. Pet-friendly rail policies have also become a defining feature of the season: over 80 percent of pet cargo slots were booked, with young families and solo travelers alike choosing to bring furry companions along.

At the other end of the age spectrum, older Chinese travelers also made their presence felt. Qunar data showed a 40 percent year-on-year increase in flight bookings among passengers aged 60 to 80. Special “silver routes,” such as direct trains from Beijing to Yunnan, sold out immediately. Wellness resorts, hot springs, and nature-themed itineraries are gaining favor among retirees, some of whom are now treating travel as an extension of lifestyle rather than a one-off luxury.

Rather than splintering the market, this generational diversity is expanding it—fueling innovation in how travel products are designed, priced, and narrated.

Cross-Border Travel Regains Its Pulse

One of the most pronounced shifts this year came at the borders. The National Immigration Administration recorded 2.15 million average daily cross-border trips during the May Day holiday—a 27 percent rise over the previous year.

On the inbound side, Ctrip reported a 130 percent year-on-year increase in foreign bookings to China, with cities like Shanghai, Shenzhen, Guangzhou, and Beijing topping the list. Japan’s Golden Week coincided with May Day, leading to a near doubling of Chinese-bound visitors from Japan. In Yiwu, a hotel influencer noted that 60 to 70 percent of guests were foreigners, signaling the emergence of a new retail-tourism axis shaped by policy perks like instant tax refunds at the Canton Fair.

Outbound travel, meanwhile, leaned into proximity and experience. Southeast Asia, Japan, Korea, and the broader Hong Kong-Macau-Taiwan corridor were favored, particularly by travelers looking to stretch their vacations with low-cost flights and culturally rich itineraries. According to Meituan, Singapore, Japan, Malaysia, South Korea, and Thailand emerged as “concert tourism” hotspots.

From Footfall to Fulfillment

This May Day was more than a travel boom—it was a cultural barometer, revealing a population still eager to move but for reasons that go far deeper than restlessness.

From cross-province escapes and custom micro-tours to immersive county-town stays and pet-friendly retreats, the spring travel surge spoke to a country recalibrating its relationship with leisure. Travel, it turns out, is no longer just a getaway—it’s a quiet rebellion against burnout, a soft expression of identity, and a new blueprint for how Chinese consumers wish to live, feel, and connect.

Looking ahead, the sector must evolve to serve a more fragmented yet emotionally attuned audience. The next growth frontier will depend not only on where people go, but how they feel along the way.