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During the preparation of the Golden Week Holiday 2025, there was a spike in outbound tourism activity. This year’s holiday, running from October 1 to 8, is a concept that grants the public a whole week of celebrations packed with activities, with a particular focus on the Mid-Autumn Festival on October 6, which has, in turn, increased the appetite of a significant number of people to travel. As reported by China Daily, bookings peaked during this period, surpassing the 130 per cent year-over-year mark, which is revolutionary from the standpoint of international travel.
The extended nature of the holiday, including the make-up working days on September 28 and October 11, has added to the appeal of long-haul travel, with many Chinese travellers opting for destinations outside of Asia. Hotel bookings have been strong across the world, particularly in top destinations such as Japan, Thailand, South Korea, and Malaysia. The report from Qunar, a leading online travel agency based in Beijing, noted that over 2,800 hotels globally have been booked in anticipation of the Golden Week holiday, indicating a shift towards early travel planning.
Among the countries attracting the most attention are Thailand, Japan, and Vietnam, which have long been favourites of Chinese tourists. However, a noticeable shift is occurring, with Egypt, Uzbekistan, and Sweden seeing impressive growth rates in hotel bookings. This trend signals a growing interest in more exotic destinations and regions that were once less frequented by Chinese travellers.
Countries that have introduced visa-free policies for Chinese travellers have also seen an uptick in bookings. Southeast Asia, in particular, continues to be a key draw, with Singapore, Malaysia, and Thailand standing out as popular choices due to their reciprocal visa-free policies with China. Additionally, South Korea and Russia have now extended visa-free entry for group tours, making travel more accessible and enticing for Chinese nationals during this high-demand travel period.
An interesting trend this year is the growing interest in African destinations. According to Trip.com Group, bookings to countries like Kenya and Tanzania have surged by 130 percent compared to the previous year. This shift can be attributed to a combination of increased awareness of Africa’s cultural and natural heritage and easier access facilitated by the Belt and Road Initiative (BRI), which continues to expand China’s diplomatic and economic presence across Asia, Africa, and Europe.
Chinese travellers are increasingly eager to explore Africa’s wildlife and natural wonders, further diversifying their travel choices. With Kenya and Tanzania offering unparalleled safari experiences and the allure of ancient history and culture, these destinations are set to become more prominent on Chinese travellers’ itineraries.
While the outbound travel boom captures attention, China will also see a surge in foreign visitors. Qunar highlighted that key Chinese cities like Shanghai, Beijing, and Chengdu are among the most popular destinations for international tourists during the Golden Week. The highest growth in inbound tourism during this period is coming from Uzbekistan, Kazakhstan, Spain, Hungary, and Saudi Arabia.
This influx of visitors underscores the growing importance of China as both a tourist destination and a central hub for international travellers. With its rich cultural heritage, diverse landscapes, and rapidly evolving urban centres, China remains a major attraction for foreign tourists, especially during the peak travel season of Golden Week.
The 2025 Golden Week holiday marks an exciting time for outbound travel from China, with travellers exploring a broader range of destinations than ever before. The surge in demand for international trips reflects the growing global influence of Chinese tourists and their desire to explore new regions. This year, destinations like Africa and Eastern Europe are seeing impressive growth, while Southeast Asia continues to be a key player in attracting Chinese visitors.
The new policy of visa free travel coupled with easier access to travel, means Chinese users can plan trips with greater ease than ever before. As the rest of the world braces for the busiest travel season, tourism agencies across the world, including ours, anticipate an incredible surge in travel bookings. This indicates yet another exciting, fruitful moment for the travel industry across the globe.
