On the first day of the May Day holiday, many scenic spots sold out tickets, popular homestays were fully booked, hidden gem cities welcomed visitors from all directions, and must-try restaurants saw long queues. Data released by Meituan on May 2 shows that the top ten cities in terms of scenic spot popularity on the holiday's first day were Shanghai, Beijing, Nanjing, Guangzhou, Zhengzhou, Xi'an, Changsha, Kaifeng, Hangzhou, and Chengdu. Young people remained the main demographic for travel, with those aged 20 to 30 accounting for nearly half of all travelers.
This year's May Day holiday highlighted a growing trend toward "in-depth experiences," with tourists increasingly seeking to eat, drink, and have fun like locals rather than rushing through attractions. According to Meituan data, small group tours featuring more local experiences saw a 27% year-on-year increase in bookings during the holiday period, while searches for "locals' food recommendations" surged by 122%.
The combination of spring break and the May Day holiday prompted many families to travel together, resulting in a 15% rise in family tour bookings. On the first day of the holiday, many parents brought their children to zoos early to get up close with giraffes and alpacas, with popular interactive family activities drawing large crowds. In regions such as Zhejiang, Henan, Shandong, and Yunnan, spring break overlapped with the May Day holiday, creating a super-long break of nearly ten days.
A representative from Meituan Research Institute noted that the overlapping holidays concentrated travel demand, leading to an earlier and more far-reaching travel wave, with both long-distance and nearby trips showing strong popularity. Family travel also accounted for a larger proportion of overall trips. Meituan data indicated that family-oriented scenic spot bookings during the holiday increased by more than 15% compared to the same period last year. Theme parks and zoos were the top choices for family outings, with the most popular family-friendly destinations being Shanghai Disney Resort, Beijing Universal Resort, Guangzhou Chimelong Safari Park, Zhuhai Chimelong Ocean Kingdom, Zhengzhou Yinji Animal Kingdom, Beijing Happy Valley, Nanjing Hongshan Forest Zoo, Wuhan Happy Valley, Hong Kong Disneyland, and Xuzhou Oulebao Ocean Polar World. Among these, Nanjing Hongshan Forest Zoo saw a 118% year-on-year increase in bookings, while Xuzhou Oulebao Ocean Polar World experienced a 247% surge.
Searches for "kid-friendly restaurants" and "family farms" rose by 21%, while "family camps" saw a 44% increase in search interest. "Outdoor barbecue and camping" searches grew nearly tenfold year-on-year. Residents of Beijing, Shanghai, Hangzhou, Guangzhou, and Chengdu showed the strongest interest in outdoor activities.
Long-distance and nearby travel coexisted, with in-depth experiences at the core of holiday trends. Among long-haul destinations, small group tours characterized by "fewer participants, deeper experiences, and flexible itineraries" gained popularity. Unlike traditional large groups, small tours typically limit participants to ten people, allowing for a more relaxed pace and deeper immersion in local life and culture. Meituan data revealed that small group tour bookings increased by 27% during the holiday, with five-day small group tours growing by 62%. Popular destinations included Xinjiang, Yunnan, Beijing, and Tibet, with routes such as Ili and Kashgar in Xinjiang and Kunming in Yunnan being particularly favored.
On the first day of the holiday, several classic long-distance loop routes saw rising popularity. Searches for the "Qinghai-Gansu Grand Loop" increased by 468%, the "Western Sichuan Loop" by 243%, and the "Xinjiang Ili Loop" by 79%. A traveler from Shanghai named Xiao Lin chose a six-person premium small group tour in Northern Xinjiang for this year's holiday, noting that the experience of visiting a local herder's home for fermented mare's milk and camping under the stars offered a completely different experience compared to traditional large-group tours.
Many others opted for spontaneous trips to nearby cities, using food and exploration to deeply experience the unique characteristics of another locale. Meituan data showed that searches for "May Day nearby travel" increased by 235% in the week leading up to the holiday. This trend was particularly evident in city clusters such as the Greater Bay Area and the Yangtze River Delta, where travelers moved between cities within the region. For example, visitors from Shanghai, Hangzhou, Nanjing, and Ningbo were the main sources of tourism in Suzhou, while travelers to Nanjing primarily came from Shanghai, Hangzhou, and Suzhou. Guangzhou's main visitor sources were concentrated in Shenzhen, Dongguan, and Foshan.
A resort in Wuzhen, Zhejiang, listed on Meituan's "Must-Stay" list, saw a nearly threefold increase in May Day holiday bookings, with nearby travelers making up the majority. Food became a key way for nearby travelers to immerse themselves in a city, with searches for "locals' food picks" rising by 122% year-on-year.
Smaller cities attracted "reverse tourism" as travelers sought less crowded and more immersive experiences. A growing trend saw young people exploring small towns by day and staying in high-star hotels at night. Meituan data indicated that high-star hotel bookings in fourth-tier and lower-tier cities increased by 34% during the holiday. Smaller cities in the southwest, northwest, and border regions saw notable growth in hotel reservations, with top emerging destinations including Chongzuo, Hechi, and Baise in Guangxi; Qianxinan and Anshun in Guizhou; Jiaozuo in Henan; Wuyuan in Jiangxi; Mangshi and Pu'er in Yunnan; and Bayingolin in Xinjiang.
With the travel time between Urumqi and Korla now shortened to about 3.5 hours, it became possible to "enjoy the snow in Northern Xinjiang in the morning and taste pears in Southern Xinjiang in the afternoon." On the first day of the holiday, many travelers arrived in Korla, browsing local bazaars for fragrant pears and pomegranates, and experiencing local handicrafts and dance performances. This influx led to a 77% year-on-year increase in advanced hotel bookings in Bayingolin during the holiday.
Mangshi in Yunnan, often referred to as a "Southeast Asian alternative," continued to attract visitors during the holiday. On the first day, the local Bingwu Market welcomed travelers from Guangzhou, Chengdu, and other cities, with unique souvenirs like bean pods and litsea sticks proving popular. Meituan data showed that Menghuan Silver Pagoda became the most visited attraction in Mangshi for non-local travelers, while searches for "Mangshi hair wash" increased by 125%.
During the holiday, Meituan launched a "1% off for two scenic spot tickets" promotion in 36 smaller cities including Mangshi, Enshi, and Dunhuang, offering bundled discounts for major local attractions to facilitate convenient travel. For example, visitors to Mangshi could use Meituan to book hotels and purchase combined tickets for Menghuan Silver Pagoda and Kongque Valley Forest Park or Xianfo Cave at discounted prices, while also accessing recommendations for local restaurants—enabling a comprehensive travel experience through a single app.
A representative from Meituan Research Institute stated that this year's May Day holiday reflected young travelers' preferences for "depth, experience, and convenience," balancing cost-effectiveness with the pursuit of unique and immersive travel experiences. The peak travel period was expected to occur on May 2 and 3. Meituan continues to enhance destination offerings, product quality, and travel support to lower barriers for travelers and help more people enjoy rewarding holiday experiences, thereby boosting holiday consumption.
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