A recent analysis of the extended Labor Day holiday period reveals a significant boost in tourism consumption, driven by the combination of the long break and favorable spring holiday policies in certain regions. This led to a simultaneous surge in domestic long-haul travel, family trips, and short-distance excursions, alongside a notable increase in both inbound and outbound travel. On May 5th, TONGCHENGTRAVEL (00780) released its "2026 Labor Day Holiday Tourism Consumption Review," outlining new trends and characteristics based on extensive platform data.
The review indicates that spring holiday schedules in some areas heightened the popularity of long-distance trips and multi-city tours, with hotel bookings in popular destinations rising over 40% compared to the previous year. Additionally, demand for vacation packages to long-haul destinations like Yunnan and Xinjiang saw substantial growth. While traditional hotspots experienced a significant uptick in travel activity, numerous smaller and medium-sized cities recorded even higher growth rates in accommodation bookings. Cities such as Luzhou in Sichuan and Zhongshan in Guangdong led the increases, while destinations like Chifeng, Enshi, and Foshan, which are served by smaller regional airports, emerged as new choices for "reverse tourism" due to their convenient long-distance transport links.
Spring holiday arrangements in various regions also significantly boosted family travel demand. Bookings for family-friendly hotel rooms in popular destinations increased by nearly 50% year-on-year, with Beijing, Shanghai, and Chengdu ranking as top choices for family trips. Furthermore, major sporting events and large-scale concerts held during the holiday period amplified the economic impact of "ticket-stub tourism" across different locations.
The combination of spring holidays and extended leave arrangements fueled demand for long-haul travel. Bookings for cultural and tourism products in popular destinations surged over 80%. Top long-haul destinations during the period included Beijing, Shanghai, Chengdu, Guangzhou, Nanjing, Hangzhou, Wuhan, Chongqing, Changsha, and Xi'an. Cities like Beijing, Shanghai, and Chengdu attracted nationwide attention with their diverse cultural resources and major performances, appealing to both young travelers and families. In Guangzhou, boosted by major sports events, intercity hotel bookings increased by nearly 70%, the highest growth among first-tier cities.
With international airfares rising sharply during the holiday, the relatively better value of domestic long-haul trips stimulated demand for alternatives to overseas travel, benefiting destinations in the northwest and southwest. Vacation package bookings for Sichuan increased by nearly 80%, while Xinjiang and Yunnan saw rises of over 70% and nearly 90%, respectively. The spring holiday pilot programs and the trend of workers taking extended leave not only expanded travel distances but also popularized new travel styles like visiting multiple cities in one trip. Approximately 60% of travelers opted for multi-city itineraries, visiting two to three different destinations, with some starting their second leg on the first day of the holiday.
The trend of visiting smaller cities was prominent, with many travelers prioritizing unique experiences over mainstream popularity. Numerous small and medium-sized cities performed exceptionally well, with Luzhou seeing a nearly 400% increase in intercity hotel bookings, and Zhongshan recording a nearly 200% rise, making them standout destinations. These cities offer distinctive landscapes and immersive experiences, such as exploring historic sites in Luzhou or visiting cultural landmarks in Zhongshan. The trend also benefited "small airport cities" like Chifeng and Enshi, which are ideal for long-distance visits and multi-city tours due to their accessibility and cost-effectiveness.
Family travel demand was significantly boosted by spring holidays, with family room bookings up nearly 50% year-on-year. Cities like Dandong in Liaoning saw increases of over 120%, while Shaoxing in Zhejiang and Rizhao in Shandong experienced rises generally exceeding 80%. Top family destinations included Beijing, Shanghai, Chengdu, Xi'an, Hangzhou, Changsha, Chongqing, Nanjing, Wuhan, and Guangzhou. This demand drove bookings for family-oriented attractions like theme parks, museums, and zoos, which increased by nearly 100%. Educational and cultural products, such as museum tours with interactive experiences, saw a surge in popularity, with bookings up nearly 180%.
The economic impact of event-based travel was also significant. Football leagues in provinces like Guangdong, Jiangsu, and Fujian, along with major concerts and music festivals, attracted visitors from other regions. Cities such as Nanjing, Shenzhen, and Hangzhou were popular for "event tourism," with special offers and discounts further boosting local consumption. For example, Nanjing and Suzhou saw hotel booking increases of nearly 30% and 40%, respectively, driven by event-related promotions.
Short-distance travel within a 1-3 hour radius was favored for its relaxed and immersive experience. County-level destinations gained popularity for their scenic beauty and value, with bookings up 128%. Trends like "Color Walk" searches increased by 200%, and rural stays saw a over 70% rise in bookings as urban residents sought countryside experiences.
Inbound and outbound travel showed strong mutual growth, supported by visa-free policies. Outbound travel bookings increased over 60%, while inbound traffic to cities like Beijing and Shanghai also rose significantly. Travel via Hong Kong to destinations like Sanya and Chengdu saw noticeable growth, with Sanya's Yanoloda Rainforest Cultural Zone reporting a 30% increase in Russian visitors. Popular outbound destinations included Hong Kong, Macau, Thailand, and Indonesia, while long-haul destinations like the UK and Italy saw booking increases exceeding 100%.
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