During China's National Day holiday, a surge in outbound travel from third-tier cities is driving record numbers of international trips. Factors like affordable flights and visa-free destinations, along with increased disposable income, are fueling this trend, especially among younger travelers. Government estimates predict a significant rise in air and rail travelers this year. Notably, residents from smaller cities constitute a growing proportion of outbound travelers, with platforms like Qunar reporting substantial increases in travel orders. This shift is reshaping travel patterns across different city tiers in China.
As the National Day holiday kicks off, an exciting trend emerges among travelers from China's smaller cities who are embarking on international adventures in unprecedented numbers. Data from domestic travel platforms reveals that outbound bookings from third-tier cities have more than doubled compared to last year, showcasing a remarkable surge in travel enthusiasm.
This upsurge in travel can be attributed to a combination of factors such as more affordable flight options, visa-free travel destinations, and the increasing disposable income among the populace, especially the younger generation, who are showing a keen interest in exploring the world.
Running from October 1 to October 7, the National Day holiday, also known as Golden Week, marks the peak travel season in China. This year, government estimates project a significant increase in both air and rail travelers, with 15.65 million air passengers and 175 million rail travelers expected to take to the skies and tracks, respectively.
Statistics from travel platforms like Tuniu and Trip.com paint a vibrant picture of this year's travel landscape. International trips account for 28% of all journeys, with Trip.com noting a substantial 70% year-on-year rise in visa applications. Popular destinations include countries like Japan, South Korea, Thailand, Malaysia, and Singapore, drawing in travelers with their unique offerings.
A notable shift is seen in the travel patterns of residents from smaller Chinese cities. Data indicates that over 40% of long-distance outbound travelers now hail from third and lower-tier cities, representing a significant increase in booking demand in these regions.
Moreover, platforms like Qunar have reported a 76% surge in travel orders from second-tier cities, a 45% increase in new first-tier cities, while demand from major first-tier cities remains steady. Among the outbound travelers, it's the youth from lower-tier cities who are spearheading this travel boom, with a majority under the age of 33. Cities like Jiangmen, Liuzhou, and Sanya are showing a heightened interest in international travel.
While lower-tier cities are setting their sights on foreign destinations, residents from first- and second-tier cities are opting for domestic escapades, exploring smaller towns for leisure or reconnecting with family. This shift has led to a notable increase in rural tourism orders and county-level bookings, with a 60% surge and a 20% rise reported respectively by Trip.com.
Cai Muzi, a researcher at Qunar's Data Research Institute, emphasized that residents in tier-three cities are increasingly drawn to travel due to stable jobs, lower living costs, and more leisure time at their disposal, contributing to the tourism upswing.
A Qunar survey sheds light on the travel behavior of residents from lower-tier cities, indicating that they typically book their trips approximately 58 days in advance, showcasing a higher level of consumer confidence and flexibility in their schedules compared to their counterparts in first-tier cities.
The availability of visa-free travel options and cost-effective flights has played a pivotal role in driving this travel frenzy. For instance, countries like Azerbaijan and Georgia offering visa-free entry to Chinese travelers this year witnessed a substantial increase in bookings on platforms like Qunar, with a 16-fold and 13-fold rise respectively.
Cao Jian, Vice President of Beijing-based outbound travel company Utour Group, highlighted the evolving travel landscape by mentioning the expansion of flight routes from first-tier cities to provincial capitals since 2023, catering to the burgeoning demand from lower-tier cities. He pointed out that the convenience of direct flights is a crucial factor for travelers from third-tier and smaller cities, who prefer seamless journeys without the hassle of connecting flights.
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