Published on September 23, 2025
As China’s Golden Week 2025 approaches, travelers have started flocking to both well-known and emerging destinations, bringing a significant shift in global travel trends. This 12-day holiday, a combination of China’s National Day and the Mid-Autumn Festival, has fueled a surge in Chinese outbound travel, with millions of people curious to explore new locales. From traditional hotspots in Asia to hidden gems across Europe, the demand for international travel is experiencing a dramatic uptick.

Exploring Emerging Destinations: New Horizons for Chinese Tourists

While countries like Japan and South Korea remain top favorites, a growing number of Chinese travelers are choosing lesser-known destinations for their Golden Week trips. Countries like Kenya, Sri Lanka, and Uzbekistan are seeing a boost in travel bookings, as tourists seek unique experiences and cultural adventures away from the crowds. This shift toward emerging destinations is driven by better flight connectivity and an increasing desire for authentic, off-the-beaten-path experiences.

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Tourism boards in these regions have taken proactive steps, such as enhanced marketing campaigns and improved infrastructure, to cater to this growing demand. These efforts are paying off, with an increase in group tour bookings from China.

Travel Trends of Golden Week 2025: Early Planning and Alternative Stays

One of the key trends observed during Golden Week 2025 is the rise in early travel planning. With an increasing number of Chinese tourists booking their holidays well in advance, travel agencies and airlines are seeing a shift in booking patterns. According to data from China’s Ministry of Transport, outbound bookings are being made earlier than in previous years, reflecting a more strategic approach to holiday travel.

Additionally, a growing preference for value-oriented accommodations is shaping the travel landscape. Travelers are seeking destinations that offer a mix of cultural activities and enhanced services at competitive prices. This trend is further emphasized by a marked increase in alternative lodging options. Young travelers, particularly Gen Z, are leading the way in embracing hostels, serviced apartments, and homestays, all of which are growing in popularity.

Regional Short-Haul Travel: Easy Getaways for Golden Week

For those looking for shorter travel times, regional destinations are taking center stage. The overlap of Japan’s Silver Week, South Korea’s Chuseok holiday, and China’s Golden Week has created a perfect environment for short-haul travel. Destinations like Jeju Island (South Korea), Okinawa (Japan), and Nha Trang (Vietnam) have witnessed a significant increase in Chinese tourists looking for quick yet enriching holidays.

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This trend highlights the growing appeal of nearby countries, which offer familiar cultures and ease of access, making them ideal choices for short getaways during the long holiday period.

The Economic Impact: Golden Week Boosts Global Tourism

Golden Week 2025 is not only significant for the travel industry in China but also for global tourism. According to reports from the Ministry of Culture and Tourism, the economic impact of Chinese outbound tourism is immense, with spending reaching new heights during this holiday period. In 2024, Chinese tourists spent over 1 trillion yuan (approximately $150 billion) during the Golden Week period, a sign of robust consumer confidence and a thriving tourism sector.
This spending has a ripple effect on various sectors, including hospitality, retail, and transportation, especially in countries that are popular among Chinese tourists. Nations with established tourist infrastructures are expected to see a notable boost in tourism revenue as travelers continue to flock to these destinations.

What’s Next for Global Travel Trends? A Look Ahead to 2026

The growth observed during Golden Week 2025 sets the stage for continued expansion in Chinese outbound travel. As travel restrictions ease and international flights become more accessible, Chinese tourists are likely to continue exploring new destinations well into 2026. To keep up with this increasing demand, destinations worldwide must adapt their tourism offerings, focusing on authenticity, value, and unique experiences that cater to a diverse and discerning travel market.

Conclusion: A Changing Landscape in Global Tourism

The surge in Chinese outbound travel during Golden Week 2025 is a clear example of the shifting dynamics in global tourism. With emerging destinations gaining popularity and travelers seeking more meaningful experiences, the tourism industry must evolve to meet the changing needs of Chinese tourists. The rise of both short-haul travel and alternative accommodation options further reflects the growing desire for flexibility and authenticity in holiday planning. As Golden Week continues to reshape global travel trends, destinations worldwide must remain agile to offer unique experiences that cater to the tastes and preferences of this influential travel market.
Image: Trip.com Group

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Tags: Chinese outbound travel, emerging travel destinations, Golden Week 2025, International travel, short-haul travel

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