As the 2026 National Day holiday came to a close, the Jingchu region demonstrated vibrant cultural and tourism activity.
On October 8, China Mobile Hubei Company released its "2026 National Day Holiday Big Data Report," which showed that from October 1 to 5, Hubei received a total of 7.66 million out-of-province mobile users, while nearly 80% of in-province users celebrated the holiday locally. Travelers from both inside and outside the province moved in both directions frequently, with red tourism destinations such as Hong'an experiencing a surge in visitors. Ancient city culture, red tourism, and nighttime consumption all flourished, and the appeal of the Jingchu cultural tourism brand continued to rise.
Where travelers came from and where they went
The big data report revealed that among all visitors to the province, intra-city tourists accounted for 30.95%, inter-city visitors from within the province made up 35.05%, out-of-province visitors represented 33.64%, and overseas visitors comprised 0.36%.
In terms of regional distribution, Wuhan, Huanggang, Jingzhou, Xiangyang, and Yichang ranked at the top of the province in terms of reception volume. Two-way movement of travelers from within and outside the province was active, highlighting the collaborative effect of cultural tourism in central China.
From October 1 to 5, Hubei Mobile users made a total of 2.91 million cross-province trips. For outbound travel, neighboring provinces were the preferred choice, with Henan, Hunan, Jiangxi, Guangdong, and Anhui ranking highest in popularity. Cities such as Chongqing, Nanyang, Jiujiang, Yueyang, and Xinyang became popular destinations.
Inbound visitors and the red tourism surge
At the same time, a large number of out-of-province tourists flocked to Hubei. From October 1 to 5, the province received a cumulative 7.66 million out-of-province visitors, with source markets spanning the entire country.
The top source regions for visitors entering Hubei were Guangdong, Henan, Zhejiang, Shanghai, and Jiangsu. In addition, the opening of the Xi'an-Shiyan high-speed railway created a new cultural tourism corridor linking Shaanxi and Hubei. Wudang Mountain in Shiyan saw a sharp rise in popularity among out-of-province visitors. From October 1 to 5, the scenic area received 20,759 visitors from Shaanxi Province, a year-on-year increase of 105.29%.
Contrasting preferences between local and out-of-province tourists
Preferences between in-province and out-of-province visitors differed significantly, with Hubei's flagship scenic spots continuing to lead the popularity rankings.
In-province tourists favored Xiangyang Ancient City, the Jingzhou Ancient City Historical and Cultural Tourism Area, Wuhan East Lake Scenic Area, the Liangzi Lake Eco-Tourism Area in Ezhou, and the Xiaogan Township Cultural Park in Macheng. Out-of-province visitors preferred city landmarks and well-known attractions, with top check-in choices including Wuhan East Lake Scenic Area, Xiangyang Ancient City, the Three Gorges Dam Tourism Area in Yichang, Hubei Provincial Museum, and Wuhan East Lake Ocean World.
Among them, Wuhan East Lake and Xiangyang Ancient City ranked high on both lists, becoming truly top-tier cultural tourism calling cards for the Jingchu region.
Red tourism and nighttime economy shine
"China Red" became the most dazzling element in Hubei's National Day cultural tourism market, as people embarked on journeys to trace revolutionary footsteps with deep respect, commemorating revolutionary martyrs and expressing blessings to the great motherland.
The Three Gorges Dam Tourism Area in Yichang, the Hong'an Martyrs' Cemetery, the Changsheng Street Scenic Area in Qiliping Town of Hong'an County, the Yingshan County Martyrs' Cemetery, and the Macheng Martyrs' Cemetery all drew enthusiastic crowds, with red study tours and immersive red experiences proving highly popular among visitors.
The nighttime economy lit up the holiday as a "sleepless sky." Big data showed that foot traffic at the Xunlimen-Jianghan Road commercial district in Wuhan, Xiangyang Ancient City, the Jioumatou cultural-commercial-tourism complex in Yichang, the Zhongshan Avenue commercial district in Wuhan, and Macheng Square increased significantly compared to before the holiday. Xiangyang Ancient City saw a month-on-month increase in foot traffic of 89.35%, while the Jioumatou complex in Yichang grew by 62%.
Nighttime consumption was robust, with Jianghan Road in Wuhan reaching a peak foot traffic of over 260,000 on October 4, a month-on-month increase of 71.75%.
Transportation hubs and digital consumption trends
During the holiday, passenger flows at Wuhan's major transportation hubs were concentrated. October 1 saw the peak, with Wuhan Station, Hankou Station, Wuchang Station, and Tianhe Airport all reaching their highest single-day passenger volumes of the holiday.
Public travel trends shifted toward smart and convenient options. Hubei Mobile big data showed that from October 1 to 5, active users of three types of travel apps—Amap, Didi Chuxing, and Railway 12306—rose by 10.52%, 11.37%, and 12.60% respectively, facilitating smooth travel for residents.
AI applications and online consumption also heated up simultaneously. Smart applications such as Doubao and Xingtu ranked at the top in traffic, while Taobao, JD.com, and Pinduoduo became the most favored shopping platforms. Online and offline consumption worked in tandem, fully activating the vitality of the holiday economy.
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