Recent data from the Ministry of Culture and Tourism highlights a total of 295 million domestic trips during the holiday, a jump of 28.2% over the same period in 2019.

This growth is largely facilitated by sophisticated transportation networks and digital booking systems that cater to a diverse range of consumer preferences. Cities like Guangxi’s Liuzhou, Shandong’s Zibo, and Gansu’s Tianshui have gained popularity, driven by improved accessibility and digital visibility.

The financial implications are significant, with total tourism spending reaching 166.89 billion yuan, marking a 12.7% increase year-over-year. This economic uplift is supported by technological enhancements in payment systems and personalized marketing, which help tap into changing consumer behaviors more effectively.

The Ministry of Transport reports a cross-regional movement of approximately 136 million people during the period, facilitated by robust rail and road networks.

Technological improvements in these areas have not only improved the efficiency of travel but have also enhanced the overall user experience by streamlining processes such as ticket purchasing and real-time traffic management.

China witnessed a remarkable surge in tourism activities, with domestic travels reaching 474 million, a 34.3% increase from the previous year and a 19.0% rise compared to the same period in 2019, according to data from China Ministry of Culture and Tourism.

This period saw domestic tourists spending a staggering 632.687 billion yuan, marking a 47.3% year-on-year increase and a 7.7% growth from 2019 levels.

On average, each traveler expended approximately 1,335 yuan, underscoring the sector’s robust recovery and the growing enthusiasm for travel among the Chinese populace.

In addition to domestic travels, cross-border tourism also saw a significant uptick, with about 6.83 million inbound and outbound trips. The distribution between outbound and inbound travels was fairly balanced, with approximately 3.6 million outbound trips and 3.23 million inbound trips, highlighting China’s appeal as both a premier global travel destination and a significant source market for international tourism.

The cultural and entertainment sectors benefited from this travel boom, with 16,300 commercial performances happening nationwide, witnessing a 52.10% increase over the previous year.

These performances generated 778 million yuan in ticket sales, up 80.09% from the previous year, and attracted 6.5765 million attendees, marking a 77.71% increase year-over-year.

The 2024 Spring Festival film market set new records, with total box office revenues reaching 8.023 billion yuan. This achievement was supported by an unprecedented number of cinema-goers, 163 million, and screenings, 3.937 million, highlighting the entertainment industry’s significant role in China’s tourism and cultural landscape.

Reflecting on the entire year of 2023, domestic travel figures reached 48.91 billion trips, a 93.3% increase from the previous year.

Urban and rural residents alike contributed to this surge, with urban residents undertaking 37.58 billion trips (a 94.9% increase) and rural residents accounting for 11.33 billion trips (an 88.5% increase).

The total expenditure by domestic tourists soared to 4.91 trillion yuan, up 140.3%, indicating a robust demand for travel and leisure activities.

These statistics underscore the resilience and potential of China’s tourism industry, signalling the start of a new growth era in the post-pandemic world.

As travel restrictions ease and consumer confidence returns, the sector is poised for further expansion, promising significant economic benefits.

During the National Day Golden Week (October 1-7) this year, online consumption is showing trends towards refinement, efficiency, and intelligence. Traveling is still the main way people spend their holidays. Overall, both consumption and tourism have shown trends of reshoring from abroad to domestic market and expansion from the first- and second-tier cities to the low-tier cities.

Conspicuous consumption is increasingly popular among Chinese. Data from Tmall shows that from October 1st to 3rd, compared to the same period last year, the sales of aromatic essential oils increased by 239.64%, perfumes by 50.59%, men’s makeup by 69.91%, sunscreens by 79.30% and makeup travel sets increased by 43.49%.

On the eve of the Golden Week, the sales of medical masks for sunburn repair and moisturizing on the Tmall’s healthcare platform showed a 510% increase compared to last year.

Foods and drinks is an ever-lasting theme for holidays in China. Consumers want to eat fresh food conveniently. In the first three days of the Golden Week, the sales of steaks increased by 60%, low-temperature milk by 191.39%, instant food and instant rice by 40.69% and 54.78% respectively, compared to the same period last year.

Tmall Supermarket’s data shows that from October 1st to 3rd, the number of people participated in the flash sale of Maotai (arguably the most famous Chinese liquor) reached 3 million. The sales of liquor increased by 12 times compared to last year. The total turnover of Tmall Supermarket increased by 40% compared to last year.

Hema, the new benchmark for retail, has opened 171 stores in 22 cities across the country. In the first three days of the Golden Week, the average daily sales of Hema stores across the country increased by 22% compared to normal days. In Beijing, Shanghai, Guangzhou, and Shenzhou, the increase was 17.5%; and in second- and third-tier cities, the increase was close to 30%.

Many people who do not want to travel and see crowds of people have chosen to spend their time shopping and eating in Hema stores. According to data from Hema, in-store consumption in the first three days of the Golden Week increased by nearly 30%. The top ten best-selling products were all seafood. The sales of king crabs increased by 3,000%, compared to the same period last year, and over 40,000 Yangcheng Lake hairy crabs were sold.

Home living has become increasingly intelligent. From October 1st to 3rd, on Tmall, the sales of indoor fresh air systems increased by 111%, electric curtains by 168%, home security cameras by 84%, robot cleaners by 17 times and electric mops and brooms by 23 times, compared to the same period last year.

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As Alipay accelerates its footprint across the globe, Chinese consumers’ overseas spending through the app continues to increase during China’s National Day Golden Week period, compared to the same period last year. Global in-store transaction volume this year grew by 10% YoY. The average total spends per user increased by 15% to about RMB 2,500 (about US$350).

China’s domestic attractions saw about 782 million visits during the National Day holiday, up 7.8% year-on-year, according to the Ministry of Culture and Tourism. Tourists’ spending during the holiday reached nearly 650 billion yuan ($91 billion), an increase of 8.47% from the previous year.

Top 10 Golden Week destinations by Alipay transaction volume

Japan topped the list of top 10 Golden Week destinations by Alipay transaction volume for the first time, with Thailand ranked #2. Cambodia and the Philippines joined the top 10 list for the first time, with large numbers of merchants now accepting Alipay in these two destinations.

Emerging destinations in Chinese Golden Week 2019

Emerging destinations saw some of the fastest growth in Alipay use compared to the previous year, the Philippines experienced 26 times the volume of transactions this year than in 2018, thanks to the mass rollout of Alipay to local merchants over the last 12 months.

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During Chinese National Day holiday, a.k.a. Golden Week in China, cultural and tourism consumption is more popular this year than in previous years. According to the data from Alibaba’s OTA Fliggy, the number of people who have booked domestic tours on National Day Fliggy increased by 42% year-on-year, and the growth rate exceeded the outbound travel.

China’s National Day holidays are public holidays and last one week from 1 Oct to 7 Oct.

With the National Day holiday approaching, the searching volume of OTA Tuniu’s National Day holiday travel products is soaring while the sales of the outbound and domestic tour products are rocketing, accounting for 57% and 31% of total bookings respectively.

Some travelers have made reservations for outbound tours four months in advance.

Compared with the period before the holiday, the prices of tour products during the National Day holiday have all increased.

Among them, domestic tour products rise by an average of about 35% and quick getaway tour products rose by 10%-15%; the prices of outbound short-distance tour products generally increase by about 30% while the price increase for outbound long-distance tour products is slightly lower than that of short-term tour products, at about 10%.

Different from previous years, the trend of off-peak travel around the National Day holidays this year is not obvious. One reason is that the previous holiday “Mid-Autumn Festival” is 12 days apart, making it difficult to utilize by the travelers were used to taking advantage.

In 2018, there were only 6 working days between the 2018 Mid-Autumn Festival holiday and the National Day holiday, which can adjust and piece together the longest holiday in the history of “Mid-Autumn Festival + National Day” – 16 days. However, the 12 working days between the two festivals this year made people give up adjustment or switch to adjust the latter part of the holiday.

On the other hand, with the increasing awareness of traveling in off-peak periods, the line between high seasons and off-seasons is blurring. It is expected that the number of people traveling during the National Day holiday will increase sharply from about September 30 and reach the peak on October 1.

Tuniu’s data for tourism products reservation during the National Day holiday shows that long-distance and in-depth tour products are the most popular ones. Over 40% of users will travel for 5-6 days while nearly 20% have selected itineraries of 7 days or longer.

Diverse travel modes such as group tour, free & easy tours, partially guided tour, customized tour, self-driving tour, local fun tour, car rental, and others will be favored by a large number of tourists during the National Day holiday.

Login or subscribe to read the full National Day Tourism insights including top travelers origins, top destinations, popular outbound activities and destinations, and trending tourism themes in China. 

60.47 million people traveled to China in 2017, which was decreased by 0.4% year-on-year in H1 2018. Residents in Hong Kong, Macau, and Taiwan accounted for around 80% of the total. The mainland China generated US$32.6 billion from international inbound visitors in 2017, less than Hong Kong’s US$33.3 billion.

China has been the largest source market for outbound travel in terms of population and travel spending. By comparison, there are lots of rooms for the development of international tourism receipts – defined by WTO as the expenditure of international inbound visitors including their payments to national carriers for international transport.

There were 60.47 million people traveled to China in 2017, a much lower increase of 2% compared with 2016. The number of inbound tourists was decreased by 0.4% year-on-year in H1 2018.

Residents in Hong Kong, Macau, and Taiwan accounted for around 80% of the total inbound tourists. Except that, South Korea, Vietnam, Japan, Myanmar, and the US were the top four biggest source market for inbound travel.

Along with the sluggish growth in the number of inbound tourists, the international tourism receipts were also declined. The mainland China generated US$32.6 billion from international inbound visitors in 2017, less than Hong Kong’s US$33.3 billion.

It might be influenced by visa-free policy and scheduled flight number. For example, Hong Kong has signed visa-free agreements with over 150 countries and regions while mainland China had such agreement with only 20 countries and regions. Surrounding countries like Japan, Thailand, and South Korea were all several times higher than mainland China in visa-free agreements.

The overseas tourists might choose to travel across visa-free Asian countries. Comparative speaking, the 72-hour visa-free policy that several cities in mainland China provided was less attractive.

What’s worse, influenced by air traffic control, Chinese flights was one of the worst when it comes to punctuality. Therefore, China lost quite a lot of revenue from transfer tourists.

The inbound tourism only contributed 13% to China’s overall tourism revenue in 2017, which was 18% in 2016. The global average ratio between inbound tourism and outbound tourism was 27.3 vs. 72.7.

Considering there were 60.47 million inbound tourists, the per capita expenditure was US$537.4. That was only one half that of Japan, one-third that of Thailand, and around one-fifth that of the US. The figure was even lower than US$866 in 2012.

Revenue from visitor export was only increased by 0.6% in 2017, a large drop compared with 9.6% in 2016, according to WTTC. Furthermore, foreign exchange earning from tourism receipts only grew by 3%, much less than 6% in 2016.

The tourism deficit reached nearly US$225.4 billion in 2017, according to the report from UNWTO. The same figure was US$110.4 billion in H1 2018, according to CNTA.

Nevertheless, China had invested US$154.7 billion in tourism and the related industries in 2017. Such investment was only behind that of the US (US$176.3 billion). The investment in tourism was expected to grow at 6.5% annually in the next 10 years.

Thailand generated US$57 billion in the international tourism receipts in 2017, the biggest earner across Asia. That contributed 21.2% to GDP, directly and indirectly. China is the biggest tourist source for Thailand.

China golden week travel insights 2018; decline in flights & expenses

China’s domestic tourism received a total of 726 million person-trips, an increase of 9.43% year-on-year during the National Day Holiday 2018 (hereinafter referred to as Golden Week). That brought about 599.08 billion yuan (US$86.5 bn) in revenue, up by 9.04% over the previous year, according to the Ministry of Culture and Tourism.

Shandong topped the ranking with a tourism revenue of 53.55 billion yuan. Shaanxi was mostly visited with 70.02 million person-trips. 11 provinces saw total tourism revenues exceeding 30 billion yuan, namely, Shandong, Henan, Hubei, Guangdong, Shaanxi, Hunan, Shanxi, Jiangxi, Anhui, Guizhou, and Hebei.

The occupancy rate of Daishow in Xishuangbanna, Yuanna reached as high as 100% from October 2 to October 5. Over 40% of tourists went to the museum, art gallery, library, and science and technology museum. The historic attractions were popular, such as Summer Palace, Forbidden City, Mausoleum of the First Qin Emperor. Beijing, Ningbo, Wuxi, Xi’an, Hangzhou, and Nanjing are hot destinations.

A total of 981 state-level scenic spots lowered ticket prices before October 1 as required by the Ministry of Culture and Tourism. For example, 121 scenic spots in Yuanna, 6 5A-class scenic places of interest in Anhui, and all major scenic spots in Ningxia reduced the ticket prices at around 30%, 10%, and 20% to attract more visitors, respectively. That to some extent help boost golden week tourism.

Chinese outbound tourism insights in H1 2018

Alipay announced the overseas transaction summary for this year’s Golden Week (October 1-7). It processed 2.2 times as many overseas in-store transactions during this year’s holiday compared to last year. Top destinations by transaction volume are Hong Kong, Thailand, and Japan.

Asia continued to dominate the top ten list of destinations in terms of transaction volume. Hong Kong topped the list again, with Thailand retaining its #2 ranking. Japan rose to #3 this year.

Less visited destinations in Europe saw some of the fastest growth in Alipay use compared to the year before, thanks to the mass rollout of Alipay to merchants across the region over the last 12 months. Switzerland saw 27 times the volume of transactions than in 2017.

Alipay usage and performance within Singapore

Transactions:

• Singapore’s transaction volume was ranked 9, globally – 2.1 times of last year, after Thailand.
• The average spend per Alipay was: 1,648 yuan, 1.27 times of last year. On a global level, transaction spend was ranked 20^th
• The YoY transaction volume in Singapore was 1.5x times of last year

Transport & Destinations:

• Changi Airport, taxis, and attractions were widely accessed places and modes highly preferred by Chinese tourists
• Changi Airport was ranked 2nd amongst all airports globally per transaction volume – right after Hong Kong International Airport. Average spend per user on the airport was 1,342 yuan
• The YoY transaction volume was 1.5x times of last year
• Chinatown was ranked 2^nd per transaction volume globally, right after Melbourne’s Chinatown. The average spend per user was 270 yuan.
• The YoY transaction volume in Chinatown was 7.7x times of last year

The average total spend per user increased 30% to RMB1,979 (approx. US$288) from last year’s RMB1,534 (approx. US$223). Average total spend per user was highest in Denmark at RMB8,764 (approx. US$1,276), followed by France and Italy. EMEA destinations accounted for most of the countries in the top 10 in terms of the highest total spend per user.

For each continent, Europe average: RMB3,630 (approx. US$528), US & Canada: RMB1,888 (approx. US$275), Australia and New Zealand: 1,819 yuan (approx. US$265), Southeast Asia: 1,527 yuan (approx. US$222), East Asia: 1,850 yuan (approx. US$269).

Iceland and the Maldives started to provide Alipay payment services for Chinese travelers ahead of this year’s Golden Week. Alipay is currently available for use to Chinese travelers in over forty countries and regions globally.

There were twice as many women as men who used Alipay overseas.

Those born in the 1970s, 1980s, and 1990s accounted for 96% of all those who used Alipay overseas. The number for those born in the 1960s using Alipay overseas during Golden Week doubled compared to last year.

Over 3.1 million Chinese participated in Alipay’s Golden Week lucky draw by interacting with Alipay’s official Weibo account. On October 7th, a 26-year-old woman from Beijing was announced as the winner. She received prizes provided by over 200 merchants across 15 countries and regions globally.

The lucky draw campaign attracted over 230 million views for Alipay and its merchant partners and led to the widespread discussion on social and traditional media in China during the 7-day competition period.

Over 3 million Alipay e-Coupons were used by overseas travelers to secure discounts for shopping, dining and taxi rides.

Factors of offline shopping in China, promotion sources, and memberships

Southeast Asia received the most Chinese tourists during this year’s National Day holiday according to a recent report by WeChat.

Hong Kong returned as the most popular destination. The most remote location for check-in for Chinese tourists is in Greenland. 6.4 billion red packets were sent via WeChat during the Mid-Autumn Festival this year!

Tourism during 2017’s National Day holiday (referred to as “Golden Week” in China) was driven by families, who accounted for the largest proportion of travelers at 42%. Surveys show that many traveled with their children; such travelers made up 32% of the total and their numbers increased by more than 50% over 2016.

Another large chunk of travelers went in company with their parents (10%). Among families, the majority were what are known as “2+1” families with a single child, but the number of “2+2” families travelling over the holiday also increased by 50%. Beyond families, some other key demographics who travelled in numbers over the holiday were groups of friends (22% of all travelers) and couples (20%); individual travelers made up just 6% of the total.

Some 60% of travelers were women, who are more likely to take time off to take children or parents travelling. They were more likely to book tours, cruises, and local excursions, as well as to travel independently. Those born after 1980 and 1990 are driving an increasingly youthful travel market; travelers between 31 and 45 years old made up 33% of the total, while those between 19 and 30 accounted for 27%.

Finally, Golden Week travel highlighted several trends in the Chinese travel market, most especially a continuing shift from pre-packaged and group tours to independent travel; this year the number of travelers in tours and traveling independently was nearly evenly split (45% vs. 44%), a marked shift from years past, in which the majority of tourists traveled as part of a tour group or package, not on their own.

China online tourism market analysis 2017

The number of China’s total outbound tourists has increased from 47.66 million in 2009 to 120 million in 2015; the growth rate was 12.1%. Southeast Asia, Japan, South Korea the most popular destinations for Chinese travelers in 2016.

China millennials, also known as Generation Y or post-80s and post-90s by Chinese marketers, account for 25% of the total population and 73% of outbound tourists in China according to GfK.

In 2015, China’s outbound tourists spent 215 billion dollars in total, with a growth rate of 30.5%.

Related: China online travel market overview for Q1 2016

62.8% of China’s outbound online travel users take group trips with travel agents while the others take Free & Easy trips (self-guided tours).

In terms of outbound online group trips with travel agents, the total transaction in 2010 was 2.11 billion yuan (USD 314.15 million); and, it increased to 23.16 billion yuan (USD 3.46 billion) in 2015.

The total transaction of outbound free & easy trips in 2011 reached 450 million yuan (USD 67.32 million); and, it increased to 13.72 billion yuan (USD 2.05 billion) in 2015.

56.9% of China’s online travel users had an outbound travel in the past year; and, 30.8% of the outbound travel users chose free & easy trips while 23.3% users chose group trips with travel agents.

30.8% of China’s outbound online travel users prefer free & easy trips.

80.8% outbound online travel users obtain information through search engines, social networks (73.3%) and offline channels (66.2%).

67.1% outbound online travel users listed sightseeing as a reason for outbound travel, followed by relaxing (54.8%), learning something (37.4%), and shopping (36.6%).

Japan and South Korea are the most popular outbound destinations for Chinese online travel users, accounting for 32%.

About 84% outbound online travel users travel overseas more than once; 41.25% for 2 to 3 times.

60.5% Chinese outbound online travel users consider the fine sceneries an important factor for selecting outbound travel destinations, followed by cost (52%).

52.4% outbound online travel users have a trip on annual leaves; and, 25.2% on golden weeks.

46.7% outbound online travel users prefer trips for 7 to 10 days.

45.6% outbound online travel users are couples or lovers, followed by family members & relatives (21.3%) and friends & classmates (15.2%).

43.8% outbound online travel users prefer booking standard package.

In terms of booking devices, 54.2% outbound online travel users prefer using desktop computers.

37.2% outbound online travel users prefer using Alipay for payment, followed by ATM card (29%) and online banking (17.3%).

On desktops, 64.3% outbound online travel users used WeChat for payment while there are 70.4% users use online banking on mobile.

38% of China’s outbound online travel users spend an average of 5,001 to 10,000 yuan in their trips; 35.4% spend 10,001 to 20,000 yuan.

The top spending category is shopping (41%), followed by transportation (23.6%).

91.7% users use financial products; of which, 28.3% users prefer the third party financial products; and, 45.9% users prefer insurance.

To purchase in outbound trips, 71.2% users prefer referring to travel guides, followed by friends’ recommendations (53.6%) and channels of local travel websites (52.1%).

The most frequently used services in outbound travels are map navigation (52.9%), mobile Wi-Fi (48.3%), and tax refund (45.9%).

62.9% outbound online travel users prefer sharing information on social networking sites.

Southeast Asia, Japan, and South Korea are the most potential destinations for Chinese outbound online travel users to travel in 2016.

Fine sceneries, safety, and cost are top 3 factors that influence both the actual and the potential outbound travel users in choosing travel destinations.

38.9% potential outbound travel users prefer booking on the desktop; and, 33.1% prefer booking on mobile.

The top 3 factors for choosing travel products by potential outbound travel users are good value for money (73%), product variety (60.9%), and high popularity of websites (59.3%).

27% potential outbound online travel users prefer Free & Easy trips; 19.3% prefer Free & Easy trips + Tour guides.

37.7% potential outbound travel users prefer booking on the same websites while 35.1% prefer using different websites.

China outbound travel users are young (56.3% users are between 25 to 35 y-o), high intelligent (over 60% of them have a university degree and 31% are middle managements), high income (21.7% users earn 10,000 yuan, USD 1498, monthly); and, the male (66.6%) are more than the female (33.4%).

In terms of regions, 15.6% outbound online travel users come from Guangdong, followed by Shanghai (13.5%), and Beijing (12.8%).

According to Hurun Chinese Luxury Consumer Survey 2015, Chinese luxury travelers on average go on business trip for eight days a month and the super rich are away for 11 days a month. And they also take 8 and 12 days of holiday respectively, one more than last year.

Chinese New Year is preferred time to travel, followed by October Golden Week and the summer holidays. The Peninsula Hotel replaced the Shangri-La as China’s preferred hotel brand; the Mandarin Oriental improved the fastest, rising to second place. Aman Resorts is named Best Luxury Boutique Hotel Brand in Hurun Best of the Best Awards 2015.

Australia is the top luxury travel destination, followed by France. Maldives shoots into third place. UK back into the Top 10.

↑ ranked higher than last year ↓ ranked lower than last year   * New entry this year

The same survey also unveiled that in China gift-giving market, travel gift vouchers continued to show a strong rise for the third year. Travel retail continues to change the dynamics of luxury in China, with 7 out of 10 luxury goods bought by Chinese now being bought overseas.

Read more: 74% Chinese Rural Residents Willing to Travel in 2014

Nearly 80% of the respondent hope to travel during Chinese New Year holiday in 2015 as shown in Ctrip Spring Festival Travel Intention Report, much higher than the previous year.

Due to the over-crowdedness in China, over 50% hope to travel overseas. As for the choice of booking channel, more than 80% prefer to comparatively select travel products on travel websites, and about 40% turn to mobile phone for reservation, which indicates “mobile” manner of online booking on Spring Festival holidays.

Thanks to several major favorable factors, including simplified requirements for outbound tourism, easier availability of domestic high-speed train and self-driving, Internet technology innovation of travel and severe price competition, Chinese willingness to travel is highly likely to further increase in 2015.

Golden Week of 2015 Spring Festival holidays will begin in about two weeks starting on Chinese New Year Eve 18 February 2015. Ctrip survey has also shown that 80% of Internet users would like to travel, among whom 17% have already made travel plans, 65% remain undecided, and 18% plan not to travel on the holiday.

Chinese New Year, or Spring Festival, is the most significant annual festival for Chinese, and thus nearly 90% of those preferring travel tend to travel together with their family, and only 5% prefer traveling alone.

Since family reunion and friend parties are also indispensable, 36% of those preferring travel tend to begin their travel from the 3rd or 4th day, 23% like to do it before the Spring Festival, 20% would like to do it on the 1st or 2nd day. In terms of the days of travel, most will spend 3-6 days to relax and travel, 25% will spend more than 6 days.

In terms of travel destination, about 40% tend to travel abroad, 37% prefer domestic tourism, and the remaining 23% have not made final decision. More than 50% dislike domestic travel due to the usual crowdedness at scenic spots on holidays. The survey has also displayed that males prefer domestic tourism, while females are more inclined to overseas travel.

As for the domestic destination for Spring Festival holidays, Sanya, Yunnan, Xiamen, Northeast China, Jiuzhaigou, Guilin, Chengdu, Hangzhou, Zhangjiajie and Shanghai are Chinese netizens’ top ten favorites.

As for the overseas destination for Spring Festival holidays, Thailand, Bali Island, Maldives, Europe, Australia, Japan, Hong Kong and Macao, Singapore, New Zealand and Republic of Korea are the netizens’ top ten favorites.

Of all factors, the respondents still mainly consider price, travel line and service. 71% pay most attention to price, 68% mostly concern travel line and 49% take service quality as priority. In addition, several other factors are also concerned, such as travel safety and weather.

In the aspect of consumption level, the Chinese are richer and richer, and their willingness of consumption on Spring Festival holidays is higher than before. 30% believe that 3001-5000 yuan is reasonable per capita consumption, and 1/3 will spend more than 5000 yuan per person on tourism.

The tourists’ price sensitiveness declines with the rise of age, mainly because those above 40 years old enjoy stronger consumption capacity and pay more attention to the value of Spring Festival travel, and thus they are willing to invest more into travel.

During the Chinese New Year, the websites where people spent the longest time are search engine, directories, e-commerce and others according to Nielsen.

Read more: Weibo and Alipay’s Hongbao Campaign Gone Viral